Household appliances consumption has entered the era of "digital intelligence", and "new household appliances" have become new favorites.
On March 29th, China Electronic Information Industry Development Research Institute (also known as CCID Research Institute) released the Report of China Household Appliances Market in 2022 (hereinafter referred to as the Report). According to the Report, in 2022, the total retail sales of China's home appliance market was 835.2 billion yuan, down 5.2% year-on-year. However, the retail sales of online channels and sinking markets increased significantly, which stabilized the overall market and reflected the resilience of China's home appliance market. In 2022, the retail sales of China's home appliance online market increased by 4.24% year-on-year, and the contribution rate of online channels to home appliance retail increased to 58.2%; The retail sales of household appliances in the sinking market increased by 2.7% year-on-year, and the contribution rate to household appliances retail rose to 34.1%. In 2022, household appliances will be further upgraded to high-end, intelligent and green, and household appliance consumption will steadily move towards the era of "digital intelligence".
The demand for home appliances has been released slowly, and online shopping has become a "stabilizer" in the market.
According to the Report, in 2022, China's home appliance market once again withstood the triple pressure of "shrinking demand, supply shock and expected weakening", and the retail scale of the home appliance market reached 835.2 billion yuan, which was slightly higher than that in 2020. Among them, the retail sales of color TV market is 121.8 billion yuan, the air conditioning market is 163.8 billion yuan, the refrigerator market is 102.4 billion yuan, the washing machine market is 70.1 billion yuan, the kitchen appliances market is 149.2 billion yuan, and the household appliances market is 227.9 billion yuan.
In the context of repeated epidemics, online retailing has played a "stabilizer" role in household appliance consumption. In 2022, the online retail sales of home appliances in China reached 486.1 billion yuan, up 4.24% year-on-year, and the proportion of home appliance online shopping rose to 58.2%, which was much higher than the overall penetration rate of online shopping in China, further consolidating the trend of "online shopping" and "e-commerce" of home appliances, and household appliance consumption steadily entered the era of "digital intelligence".
In 2022, the proportion of online shopping of all household appliances reached a new high, and the contribution rate of e-commerce channels of most household appliances exceeded 50%. Especially for the most diverse and innovative household appliances, more than 80% of consumption occurs online.
In 2022, the online and offline channels in China's home appliance market will work together to meet the challenges brought by uncertain factors such as epidemic situation, and the pattern of "online channels leading and offline channels assisting" will be further consolidated. Head home appliance retail enterprises actively embrace omni-channel retail, and JD.COM and Tmall, two online-based retail channels, continue to lead, and the market share of home appliances has steadily increased.
The county and township markets grew against the trend, and the consumption gap continued to narrow.
In 2022, policies to promote consumption and measures to "tap potential" and "replace new ones" were introduced one after another, further releasing the consumption potential of household appliances and boosting the household appliance market. Policies related to home appliances, such as issuing consumer vouchers, promoting trade-in, and promoting the consumption of green smart home appliances, effectively promote the high-quality development of the home appliance market while stabilizing the market.
In recent years, the state has continuously intensified rural revitalization and made efforts to promote consumption in counties and townships. Measures such as "tapping potential" and "replacing new ones" have achieved remarkable results in the sinking market formed by cities, counties, towns and rural areas below the third line, and the sinking market has become a new force in household appliance consumption. According to the Report, in 2022, the sales of household appliances in China's sinking market grew against the trend, and the retail sales reached 285 billion yuan, accounting for 34.1% of the total household appliance market from 31.5% last year. The consumption gap between urban and rural household appliances market continues to narrow, and the consumption structure of household appliances in the sinking market is changing to high-end, green and intelligent.
The consumption of household appliances has been upgraded, and "new household appliances" have flourished.
In 2022, "new home appliances" that can provide users with new life scenes and life values will be rapidly popularized. Hand-free wall-breaking machine that can clean itself, sweeping robot that can automatically collect dust, replenish water and dry, washing machine that can realize intelligent dust detection and sewage recovery, washing and drying machine that can directly dry clothes after washing, partition washing and maintenance washing machine that can solve the problem of mixed washing of clothes, ultra-thin flat-embedded refrigerator and embedded dishwasher that integrate with various home styles and realize the integration of home appliances and homes have become the new favorites of home appliances consumption.
The Report pointed out that the continuous expansion of "new home appliances" in subdivided racetracks not only provided support for stimulating consumption and tapping market potential, but also provided a breakthrough for the industry to find new growth points and promote product structure upgrading.
"New household appliances" reflect the trend of quality, high-end, health and convenience of household appliances, and become an important indicator of consumption upgrading. According to the "Report", in 2022, the sales scale of "new household appliances" increased rapidly, and the sales of some categories showed a blowout, and the overall growth rate far exceeded the industry average. Among them, the retail sales of game TV increased by 202%, the self-cleaning sweeping robot increased by 150%, the fresh air air conditioner increased by 237%, the rf beauty increased by 110%, the air fryer increased by 174%, and the bass breaker and the fruit and vegetable cleaning machine increased by 2370% and 457% respectively.
The Report pointed out that "new household appliances" are not exclusive to young people, and their users cover consumers of all ages. For example, people aged 26-45 pay more attention to their families, and smart and time-saving products such as sweeping robots, heating water purifiers and household washing machines are more popular; Silver-haired people over 55 mainly consider "healthy Lohas", and prefer products such as integrated cooking centers, microwave ovens and wall-breaking machines with simple operation and health-preserving technology.
According to the Report, in 2023, with the further implementation of the optimized adjustment measures for epidemic prevention and control, the in-depth implementation of the strategy of expanding domestic demand, the construction of a new development pattern with the domestic macro-cycle as the main body and the domestic and international dual-cycle promoting each other will be accelerated, and the foundation for the stable recovery of the consumer market will be more solid. The China household appliance consumer market has an obvious trend of stabilization and recovery, and the market scale is expected to return to the level of 2021.