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China's High-end Home Appliance Consumption Development Is Getting Better
- Feb 15, 2019 -

In the past 10 years, China's home appliance industry has continued to transform and upgrade, the supply capacity of high-end products has improved significantly, the ability of technological innovation has been significantly enhanced, the level of intelligent manufacturing has been greatly enhanced, the marketing model has undergone profound changes, and internationalization has been further promoted.It is entering a new stage of development from “big to strong”.

The "10th China High-end Home Appliances Trends Release and Red Top Awards Ceremony" hosted by the China Household Electrical Appliances Association and hosted by the Red Top Awards Organizing Committee was held in Beijing not long ago.At the meeting, more than 50 well-known domestic and foreign home appliances, technology brand enterprises, exclusive channel co-organizers Jingdong home appliances, data support institutions, national information center information and industrial development department, Zhongyi Kang era, Jingdong rankings and hundreds of media, Witnessed the announcement of the Red Top Award-winning products and the release of high-end home appliance consumption trends.

Since 2009, the development of China's household electrical appliance industry has achieved fruitful results. Not only has the market scale doubled, but the product quality has been comprehensively improved, the industrial structure has been continuously optimized, and the supply and consumption of medium and high-end products have also increased.Especially since the launch of the “Three Products” special action of the consumer goods industry in 2016, the development of high-end home appliance consumption has gradually improved.

"The increase in the market share of high-end home appliances is only one of the performances of quality life consumption trends in the field of home appliances. In the past 10 years, the supply and consumption of high-end home appliances market have undergone tremendous changes." Lv Shenghua, head of the Red Top Awards Organizing Committee Said.

According to the "2018 China Consumer Survey Report on High-end Home Appliances" released by the Red Top Award Organizing Committee, the main reasons for consumers to purchase high-end home appliances are to improve their quality of life, replacement needs, new home decoration, pursuit of identity, and marriage use. 69% of consumers are trying to improve their quality of life.

According to the Survey, the current high-end home appliances in the minds of consumers are characterized by excellent product quality, high technical content, high brand awareness, stylish appearance, energy saving and environmental protection.In addition to the above changes, the influence of intelligent factors in the minds of consumers is also increasing year by year.

Lv Shenghua pointed out that in addition to changes in consumer motivation, product attributes and channel choices, category expansion, product structure upgrades and changes in high-end home appliance brands are also important aspects of the development of the home appliance market in the past 10 years.

In terms of product categories, traditional household appliances such as televisions, refrigerators, air conditioners, and washing machines are still high-end categories that consumers plan to purchase.However, with the diversification of people's living needs and the improvement of consumption levels, a number of emerging categories such as water purifiers, vacuum cleaners, dishwashers, electric steamers, electric ovens, dryers, etc. Are becoming an important choice for more and more high-end home appliance consumers to improve their quality of life.

Yao Jingyuan, a special researcher at the State Council Counselor's Office, said: "The Chinese economy has shifted from a high-speed growth phase to a high-quality development phase. The driving force for economic growth is changing, and more and more from innovation and technological progress."Yang Ping, a member of the China Association of Popular Science Writers and a science fiction writer, said that smart products in the future will no longer be just consumer products that improve the quality of life, and may even become part of people's bodies.

At the meeting, the results of the 10th China High-end Home Appliances Red Top Awards were officially announced. A total of 24 products won the Red Top Award and Design Award, and another 50 products were nominated for the Red Top Award.