October Chinese Washing Machine Market Analysis Report

In October 2013, there were a total of 1,215 commercial products on the Chinese washing machine market, which belonged to 24 major manufacturers. From the perspective of brand concerns, this month, Haier, Siemens and Little Swan still focus on more than 60% of consumer attention. From the product point of view, fully automatic drum washing machines pay attention to the mainstream of the user. At the same time, the proportion of energy efficiency products of the first-level energy consumption of this month has approached Qi Cheng.

Report Highlights • Brand Focus: The top three brands remain concerned about their rankings.

• Product model structure: Siemens WM10E168TI is the most concerned.

• Product Type Structure: Drum-type washing machines focus on the user.

• Washing capacity structure: The proportion of 6Kg washing capacity products accounts for over 30% of the attention.

• Automated structure: Automatic washing machines dominate the market.

• Energy efficiency rating structure: The proportion of concern for energy efficiency products of Class 1 approaches 70%.

• Price segment structure: The mainstream market price segment is concentrated at 1001-3000 yuan.

• Analysis of mainstream manufacturers: Haier's attention to the proportion of this month showed a declining trend.

First, the brand attention pattern • The top three brands concerned about the ranking remained unchanged In October 2013, in the Chinese washing machine market, Haier, Siemens and Little Swan maintained their top three positions, accumulating over 60% of the total, reaching 60.4%. Among them, Haier's reelection brand is concerned about the championship, the proportion of attention is 32.2%, a decrease of 5.4% compared to September; Siemens and Little Swan respectively occupy the second runner-up and the second runner-up position unchanged, concerned about the proportion of 16.8% and 11.4%, respectively, compared with the previous month There is a slight increase.

• This month's ranking of Panasonic and Galanz rose compared with September. The brand ranking of the second camp of the washing machine market fluctuated frequently this month. Panasonic and Galanz’s rankings rose to fourth and eighth respectively. At the same time, LG, The rankings of Sanyo, Samsung, Duckling and Midea have declined.

Second, the product focus on the pattern (a) product models concerned • Siemens WM10E168TI the most concern In October 2013, China's washing machine market, Siemens WM10E168TI replaced the Haier XQB60-M918 with 5.0% of attention to become the most consumer concern this month, washing machine Products, this drum type, 6.5Kg washing capacity, an energy-efficient automatic washing machine products this month quoted at 3,999 yuan, unchanged from the previous month.

• The average price of the last product was 2637 yuan this month. The top ten products with the highest proportion of concern belonged to five brands. Haier and Siemens took a total of seven of them. The product has obvious advantages. It can be found that these ten products are all automatic washing machines, and most of the drum-type washing machines, occupying eight models, product quotes ranging from 949 yuan to 5299 yuan, the average price is 2637 yuan.

(II) Structure of Product Types • Drum-type Washing Machine Focused on Users' Mainstream In October 2013, in the Chinese washing machine market, the number of pulsator-type washing machines was higher than that of the drum-type ones. This month's wave-wheel type products The proportion is 52.5%, while the drum washing machine is 40.1%. However, from the point of view of the user's attention, the proportion of concern about drum-type washing machines is significantly higher than that of the pulsator type, reaching 57.3%, which is 3.4% higher than that in September. It also shows that consumers are more inclined to drum-type washing machines.

(III) Washing capacity structure • The proportion of 6Kg washing capacity products accounted for over 30% of the total in the month of October 2013. In the washing machine market in China, the washing capacity most concerned by consumers was still 6Kg, and the percentage of attention this month exceeded 30%, reaching 30.5%, up 5.2% from September. In addition, there are 7Kg and 6.5Kg of washing capacity with concern ratio exceeding 10.0% this month, respectively 19.6% and 10.5%.

(IV) Automated structure • Fully-automatic washing machine occupies a dominant position in the market In October 2013, automatic washing machines in China's washing machine market still dominated the market, with the proportion of attention this month exceeding 90%, which is as high as 96.5%. Semi-automatic 3.5%.

(V) Energy efficiency rating structure • The proportion of concern for energy efficiency products of Class 1 is approaching 70%. From the energy efficiency structure of this month's products, the basic consistency with the previous month, the ratio of Class 1 energy efficiency and Class 2 energy efficiency products exceeds that of the whole. Ninety percent were 57.4% and 35.1% respectively. From the consumer's attention, the concern level of energy efficiency products of this month's level 1 continued to increase, approaching 70%, reaching 69.2%, up 2.8% from the previous month; while the level 2 energy efficiency and level 3 energy efficiency products were of concern. There is a certain decline.

(VI) Price segment structure • The mainstream price segment of the market was concentrated in 1001-3000 yuan In October 2013, in the Chinese washing machine market, the focus of the consumer price segment focused on 1001-3000 yuan, and the cumulative attention rate reached 52.1%. Among them, 1001-2000 yuan continues to be the price segment most concerned by consumers with a concern ratio of 29.1%. In addition, compared with September, the proportion of attention in the price segment of 2001-3000 yuan this month has greatly improved, reaching 23.0%, while the proportion of attention in the price segment of 3001-4000 yuan has fallen to 15.0%.

III. Analysis of Mainstream Manufacturers (I) Concern about Brand Trends • Haier’s Concern for Declining Trends in October This month, in October 2013, Haier’s attention rate declined in the Chinese washing machine market. It can be seen from the figure that Haier was at the beginning of this month. Concerned about the proportion of 35.0%, followed by a V-shaped trend, stabilized at 34.6% on the 9th, after the attention ratio gradually declined, dropped to the lowest value of 30.3% in the month on the 17th, after which, the concerned proportion trended smoothly, and finally there was a small amount at the end of the month. It rose, reaching 31.5%, but it still fell by 3.5% from the beginning of the month.

(II) Comparison of the number of commercial products • Haier’s product quantity far exceeded that of competitors In October 2013, among the top three brands in the Chinese washing machine market, the number of Haier’s commercially available products took absolute advantage, reaching 342 models, which was far higher than that of Haier. Siemens 66 and Little Swan 89.

(III) Concern over single item attention rate • Siemens’ single item attention rate is relatively highest According to ZDC data, in October 2013, among the top three brands on the Chinese washing machine market, Siemens’ single item attention rate was the highest, reaching 0.25%. , slightly higher than in September, which also shows that Siemens is a good brand in the washing machine market competitiveness. Followed by Little Swan, the single product attention rate was 0.13%. Due to the large number of products, Haier's single-item attention rate is relatively low, only 0.09%.

(Note: The single product attention rate = the ratio of a brand concerned / the number of commercial products of the brand * 100%, the single product attention rate reflects the average competitiveness of a brand's products.)