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Although this time period has not yet reached the listed company's centralized 2017 annual report, but from the overall overview of the domestic appliance market in the past year, the sales data of large household appliance enterprise groups are more gorgeous, just like Haier Group The disclosed revenue of 241.9 billion yuan is the same. However, not all companies are able to achieve gratifying growth, and the Matthew effect is an external feature of the development of the home appliance industry in 2017.
Not only between enterprises, but also the degree of release of market demand for home appliances is not balanced. Air-conditioning has experienced explosive growth for two consecutive years. Shipments in the first five months of the 2018 freeze year are still strong, and the market for refrigerators, washing machines and televisions is not satisfactory. "Rolling stones up the hill, climbing over the ridge" has become a true portrayal of the current home appliance industry, and the trend of the new spring after 2018 will also determine the survival and development of the entire industry, and these can be seen from the market data just released by Aowei.com. Out of the clues.
Stock pressure air conditioning ice wash is still waiting for the pit
In 2017, domestic household air-conditioner retail sales climbed again, with a retail sales volume of 193.1 billion yuan, a year-on-year increase of 26.4%, and a retail volume of 56.14 million units, a year-on-year increase of 23.1%. This is the data given by Aowei Cloud's 2017 air conditioner market analysis report. . In fact, if the sales scale of the engineering machine market is included, the installed wall of household air-conditioning products in 2017 will be nearly 80 million units. Whether it is retail volume, installation volume or shipment volume, the air-conditioning market has reached a record high in 2017. The booming pattern of the domestic air-conditioning market in the past year is evident.
Compared to household air conditioners, the trend of the washing machine market is not very optimistic. According to the data provided by Aowei.com, the overall sales volume of the domestic washing machine market in 2017 was 36.88 million units, a slight increase of 1.4% year-on-year. The total sales volume was 71.9 billion yuan, a year-on-year increase of 6.2%. Sales volume, sales and year-on-year growth are much smaller than household air conditioners.
The situation of the domestic refrigerator market in 2017 is even more worrying. The total sales of refrigerator products in 2017 by Ovi Cloud is 33.76 million units, a decrease of 0.6% compared with the same period of last year. Fortunately, the total sales volume has increased. The total amount of 93.9 billion yuan increased by 3.9% year-on-year.
The refrigerator industry has been difficult to survive and develop in the past few years. In addition to the demand has been in a state of lag, the price of raw materials represented by black and white materials has skyrocketed, bringing all the refrigerator companies in the business to an extremely heavy business. pressure. Therefore, a large number of small refrigerator companies have also withdrawn from the market in 2017.
It should be pointed out that although the domestic air-conditioning market has shown a trend of high growth year-on-year for two consecutive years, the industrial ecological environment is relatively superior; however, according to statistics, by the end of December 2017, the inventory of the air-conditioning market has reached About 43 million units. The air-conditioning industry, which is carrying such huge inventory, will be full of changes in 2018 and beyond. In the 2018 market forecast, the ice wash data given by Orviet is cautiously optimistic, but the domestic air conditioner market will judge a slight decline.
Online sales surge but dividend release will slow down
The rapid growth of air-conditioning products on the online platform in 2017 is expected. Only the strategic cooperation between Gree, Midea, Haier, Oaks, TCL and other brands, Taobao, Jingdong and Suning can be concluded. According to statistics from Ovi Cloud, the number of air-conditioners sold in domestic online platforms reached 18.11 million units in 2017, up 98.4% year-on-year; the corresponding amount was 51.1 billion yuan, a year-on-year increase over sales, reaching 119.3. %. It can also be seen from these data that the three-line increase in volume, price and amount is an important feature of the domestic air-conditioning market in 2017.
The scale of sales of washing machine products on the same line also achieved leap-forward growth. The sales volume of the net sales of 14.72 million units achieved a growth rate of 31.7% year-on-year; while the online sales of 21.3 billion yuan increased by 38.6% year-on-year. The scale and year-on-year growth rate of the washing machine product line are much smaller than that of household air conditioners. This also reflects the good trend of the household air-conditioning market in 2017 from another aspect.
Refrigerator products whose overall scale declined in 2017 also continued to grow on the e-commerce platform. When the annual offline platform sales of refrigerator products was 12.23 million units, an increase of 28.1% year-on-year; the corresponding sales were 23.1 billion yuan, an increase of 37.6%. Compared with the washing machine products, the sales volume of the refrigerator products on the e-commerce platform is relatively low, but the amount is large, that is to say, the average unit price of the refrigerator products is higher than that of the washing machine.
However, another set of data from Aowei Cloud Network indicates that the growth space of the e-commerce platform in the later period is not worthy of being very happy. In 2017, the online platform sales volume in the air-conditioning market reached 32.3%, while the corresponding proportion of washing machine products in the same period was 39.9%, and the proportion of refrigerator product sales online was 36.2%. The proportion of the three major white electric household appliances online is moving towards 40%. The already high proportion also means that the growth rate will slow down in the later period. The release of offline dividends has entered a narrower trend since 2018. Among the channels.
Product structure re-upgrades, the average price rises obviously
The price of raw materials represented by copper, aluminum and steel has risen steadily over the past year, which has brought cost pressure to all related home appliance companies, especially for air-conditioning products. Therefore, in 2017, there was a wave of price increases in the household air-conditioning market. Not only the direct price increase, but also the upgrading of the product structure has promoted the average price of Dabai Electric products.
According to the statistics of Aowei.com, the average retail price of household air conditioners reached 3,825 yuan, an increase of 8.4%. From hang-up to cabinet, from fixed speed to frequency conversion, from three-level energy efficiency to first-class energy efficiency, the sales prices of air-conditioning products have risen in different degrees. Moreover, the proportion of inverter air conditioners, the proportion of artistic cabinets, the proportion of first-class energy-efficient inverter products, the proportion of intelligent air conditioners, and the year-on-year growth of all the above products have all increased sharply.
In 2017, the washing machine market has also developed a beautiful high-end trajectory. While the proportion of large-capacity pulsator and variable frequency pulsator has increased significantly, the proportion and scale of drum washing machines of 10 kg and above have also increased rapidly. The function has also become the standard for mid-end roller products. According to statistics from Aowei.com, the retail penetration rate of inverter products reached 81.3% in 2017. The dryer market is experiencing vigorous demand resources. In 2017, the sales volume of dryers increased by 101.5%, and sales increased even more, reaching 140.2%. The growth of these data also illustrates the late space of the dryer market.
The door opening increased by 1.1%, the cross door increased by 26.9%, the five-door refrigerator increased by 22.3%, the four products increased by 10.7%, and the air-cooled three-door increase reached 24.6%... This is the large volume given by Orvieto.com. Segmental refrigerator product sales data for 2017. In sharp contrast, the sales of traditional two- and three-door direct-cooling refrigerators have fallen dramatically. Polarization has become the true state of the product landscape in the refrigerator market in 2017.
Under the situation that it is difficult to obtain sufficient incremental space in the market demand, the product structure has been upgraded to become the unanimous choice of the ice washing enterprise. Even in the air-conditioning industry with superior production and development environment, enterprises are increasingly demanding structural upgrading and efficiency driving. Judging from the existing data and market evolution pattern, the ice washing market will be solidified at the bottom and the air conditioning market will be consolidating in 2018, which will be the main tone in the field of white goods.
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