In recent years, the household appliance industry "intelligent" wind is in the ascendant. With the constant maturity and perfection of sensing, intelligent control and other technologies, intelligent household appliance products in the field of white electricity are gradually "on the ground" and appear in the market. As an important category in the field of white electricity, water heater also ushered in the intelligent age.
According to the data of the state information center, the growth rate of water heater market in the first quarter of 2014 showed a year-on-year decline, with sales of only 5.0728 million units and 9.5001 billion yuan, down 10.42% and 10.23%, respectively. The sales volume of high-end products decreased by 3.62% year-on-year, while the sales volume decreased by 2.36% year-on-year, which was significantly lower than the overall market. Among them, the sales volume of intelligent water heater increased by more than 20% year-on-year.
CAI ying, deputy director of the resource development department of the state information center, said that the first quarter of water heater market sales is off to a bad start, which is directly related to the weakness of the real estate market.
According to the participants, although the water heater industry got off to a slow start in 2014, the market performance of intelligent high-end products is undoubtedly a new "dawn" for the future development of the water heater industry.
E-commerce is booming, water heater sales online power
On "2014 smart water heater summit BBS", Mr. Guo meide, general manager of the e-commerce business division of ove consulting, Shared the monitoring data from online, offline and consumer aspects with the industry experts, enterprises and media attending the conference.
According to the monitoring data, the e-commerce model has brought a huge impact on the sales of water heaters in the offline market. From 2012 to 2014, the proportion of online sales has been continuously increased, and the proportion between online and offline has increased from 3.1 to 3.8. Tmall, jingdong and yixun account for 80% of the online sales of electric water heaters, of which Tmall is the main channel for online water heaters. In addition, from the brand point of view, the online sales of middle and low-end products are more dominant for domestic brands, while the performance of the online middle and high-end market is that of joint ventures.
Guo Meide told the state grid reporter: although now electricity very rapid development momentum, but overall is still in the progress of "their" period, the electricity is concerned, the Internet is a second-tier cities has been basically achieved popularity, three or four line city or low permeability, electricity will gradually develops three level 4 in the future market, improve the delivery, maintenance and other shopping experience.
Third - and fourth-tier cities are expected to become major battlefields in the future
In the interview, CAI ying, deputy director of the resource development department of the state information center, pointed out that new changes are taking place in the water heater industry. Although the market in the major first-tier cities is declining significantly, the market in second-tier cities is basically the same, and the market share in third-and fourth-tier cities has been significantly increased.
Wyman Guo Meide electricity division general manager mentioned in report for the monitoring data, three or four line city remains a very big cake, home appliance industry from the living environment of our product that defend bath, the next three or four lines the development of the city space is larger, electricity to three or four line city, will further stimulate the three or four line city consumer demand for home appliances.
Some people in the industry generally believe that the living demand of primary and secondary urban consumers for basic household appliances is increasingly saturated, but under the influence of China's urbanization development, the consumption demand of residents in third-and fourth-tier cities for water heaters and other living appliances will be further released, and the future development prospects will be optimistic.
Based on the analysis, it can be inferred that in the future, the market of household appliances in the first and second-tier cities may take the "replacing machine trend" as the main opportunity, and high-end products such as intelligent home appliances and customized home appliances will achieve greater development. At present, third-tier and fourth-tier cities are still the "blue ocean" of household appliances market. As a result of huge potential consumer demand, they are likely to become the new main battlefield of household appliances products such as water heaters in the future.