2011 home appliance market will accelerate the high-end process

With the eruption of consumer demand such as "replacement," "new home," and "married", China's home appliance market is undergoing structural changes. In 2011, the high-end consumer electronics market is expected to accelerate further.

“In the period of the “Twelfth Five-Year Plan”, the consumption sector entered the peak period of replacement, and the home appliance market will usher in a new round of rapid sales structure upgrades and product volume updates.” The second “Red Roof Award” sponsored by China National Grid recently "On the awards ceremony, Xu Dongsheng, secretary general of the China Household Electrical Appliances Association, said that.

According to a survey conducted by the China Household Appliances Market Research Group and professional market research companies such as Meilan De for high-end home appliances in Beijing, Shanghai, Guangzhou, Chongqing, and Dalian, 62% of consumers have purchased high-end products within a year. The demand for home appliances. More consumers have begun to pay attention to environmental protection, energy conservation, and low-carbon concepts, while paying more attention to brand reputation, product technology content, and after-sales service. Lu Shenghua, Editor-in-Chief of China National Grid, said: “For the recognition of high-end home appliance products, brand reputation is most valued by consumers and the rate of selection is 78.17%. Among the factors most valued by consumers during actual purchase, the brand’s The election rate is still as high as 73.4%. The survey also shows that the combination of high-end home appliances and home design will become the future development trend."

In addition to the “2010-2011 Consumer Survey of the High-end Consumer Electronics Market Research Report”, the organizers also organized an expert jury to select the 9 “Red Top” awards for home appliances in 2010/11. The winners were all household appliances. The well-known big brand, this, Lu Shenghua analysis pointed out that high-end home appliances must have high-end brand as a support, the big brand has always been a product of technological progress, industrial upgrading and transformation of the leader.

The reporter noted that the Ministry of Industry and Information Technology issued the "Guiding Opinions on Accelerating the Construction of Independent Brands in China's Household Appliance Industry" on January 11. It is proposed that by 2015, more than 80% of enterprises in the industry formulate and implement a clear brand strategy. In the "12th Five-Year Plan for the Development of China's Household Appliance Industry" proposal just published, high-end home appliances have also been identified as one of the important directions for the transformation and upgrading of China's home appliance industry. All these indicate that the high-end and branding of the home appliance market will enter acceleration.

Participants agreed that high-end will become an important bargaining chip for corporate competition. Sun Yanxia, ​​director of Haier Refrigerator North China Region, said that the reason why Haier refrigerators can become the No. 1 brand in the Chinese market and even in the global market is that Haier has always advocated “strengthening the viscosity of Haier’s household appliances and consumers”. Xu Weiguo, director of marketing at Wanhe, said that do not pay too much attention to the crowd at the top of the pyramid and pay more attention to the middle class consumers.