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Recently, China Household Electrical Appliances Research Institute and National Household Appliance Industry Information Center jointly released the "2018 China Household Appliance Industry Semi-annual Report" at the press conference.
The report shows that in 2018, the domestic market of the home appliance industry is more differentiated, and the market performance of each category is not consistent. Air conditioners, refrigerators and washing machines have continued to grow at a high speed. Color TVs continue to show a downturn, and overall performance of kitchen appliances is not good. But overall, the size of China's home appliance market reached 795.1 billion yuan, an increase of 11.9% year-on-year, setting a record high.
In the first half of 2018, the state's regulation and control policies for the real estate industry continued to be "high pressure." The entire real estate market has gradually cooled down. The prices of most first- and second-tier cities in China have stabilized, and the inventory of the third and fourth-tier stocks has also achieved obvious results. From the perspective of market space, by 2016, the number of household appliances per 100 households in urban areas will basically become saturated, and the number of household appliances per 100 households in rural areas is also rapidly increasing.
In terms of color TV, in the first half of 2018, the retail volume and retail sales of the color TV market reached 23.1 million units and 71.6 billion yuan respectively, up 0.4% and -4.9% year-on-year. Overall, the performance of the color TV market is not satisfactory.
Specifically, the color TV screen trend is obvious, and the 65-inch TV is also growing rapidly. In the first half of 2018, the offline color TV market, 65-inch TV has become the third largest size after the 55-inch and 32-inch market share. This year, 65-inch TV will continue to grow rapidly, or it is expected to exceed 32 inches to become the second largest size market for color TV.
In terms of color TV channels, in the first half of the year, the retail sales volume of color lines increased by 23.2% year-on-year, and the retail volume of color lines under the market decreased by 10.7%.
In terms of refrigerators, in the first half of 2018, the retail volume and retail sales of the refrigerator market reached 16.58 million units and 46.5 billion yuan, respectively, an increase of -1.3% and 8.3%.
In the first half of 2018, the company opened the door to three doors and won the online market sales champion. The retail sales share was 29.7%, which was 3.1 percentage points higher than the previous champion Sanmen refrigerator. The retail sales volume and multi-door refrigerators accounted for 13.2% and 24.7%, respectively, up 3.6 and 5.5 percentage points from the same period last year.
In the context of consumption upgrades, preservation technology and intelligence are the breakthrough direction of the refrigerator industry.
In terms of washing machines, the market retail volume and retail sales reached 19.6 million units and 34.9 billion yuan respectively, up 4% and 11.8% year-on-year. The retail volume and retail sales of the washing machine increased by 0.6% and 2.8% respectively compared with the same period of last year; the retail volume and retail sales of the drum washing machine increased by 13.5% and 18.3% respectively compared with the same period of last year.
From the capacity segment, the drum washing machine has entered the era of large capacity. 10-11kg (including 10kg, not including 11kg) was a successful counterattack, surpassing the top 8-9kg (including 8kg, not including 9kg).
In terms of air-conditioning, the market retail volume and retail sales reached 38.63 million units and 132.1 billion yuan respectively, up 15.8% and 18.9% year-on-year.
However, it is worth mentioning that during the just-concluded 618 promotion period, the performance of the air-conditioning market was not as expected. During the 618 promotion period in 2018 (22 weeks to 25 weeks), the retail volume and retail sales of the air-conditioning market were 7.76 million units and 25.6 billion yuan respectively, up by -0.6% and 2.2% respectively. Among them, the retail volume and retail sales of the offline market were 3.35 million units and 12.8 billion yuan, respectively, up 12.3% and -8.6% year-on-year; the online retail sales and retail sales were 4.41 million units and 12.8 billion units. Yuan, an increase of 10.5% and 15.9% respectively. This is a clear downward trend compared to the market since the beginning of the year.
In terms of kitchen appliances, the market has changed its strong momentum in the past few years, and the direction has turned sharply. As the kitchen appliance industry is still in the growth stage, the range of household hoods in 2016 is only 48.6 units, and the entire market is still dominated by new demand, which is most severely regulated by the real estate industry.
In addition, dishwashers, integrated stoves, and vacuum cleaners are said to be the fastest growing new category. The retail volume and retail sales of the dishwasher market reached 540,000 units and 2.37 billion yuan, respectively, an increase of 27.3% and 29.3%. In the first half of the year, the retail volume and retail sales growth rate of China's integrated stove market reached 47.6% and 53.9% respectively. In the first half of the year, the retail volume and retail sales of the vacuum cleaner market reached 10.43 million units and 10.4 billion yuan, respectively, an increase of 27.1% and 55.4%. Among them, the market retail volume and retail sales of sweeping robots increased by 57.7% and 71.6% respectively.
Although the home appliance industry continued to grow in the first half of last year, the market showed a trend of high and low, and the growth of the home appliance market in May and June was huge.
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