[Blue Technology] Qi Haoran
Mini washing machine consumption trend is becoming more and more obvious.
According to the monitoring data of Zhongyikang, the online market of mini washing machines has grown significantly in the past two years, with retail sales increasing by 71.9% year-on-year in 2017. On this basis, retail sales from January to April 2018 increased by 56.9% year-on-year; in the offline market, mini washing machines have also become a growth star that is paid attention to by more and more business opportunities. One of the biggest differences between
and home washing machines is that the positioning of the mini washing machines is very clear and mainly focuses on infants and young children. There are obvious advantages in sterilization, cleaning and space reduction.
, especially China's relaxation of second-child births, has brought benefits to the mini washing machine. Especially as the proportion of China's second-child fertility rate increases year by year, mini washing machines may usher in the best opportunity. Data released by the National Bureau of Statistics shows that the total number of births in 2017 was 17.23 million, with a birth rate of 12.43‰. Among the births last year, second-child accounts for more than 50%, an increase of 10 percentage points from 2016.
"I am considering buying a wall-mounted mini washing machine when my second child is born. It will not affect the space on the wall, and it will also make the second baby healthier. I didn't consider mini washing machines when I gave birth to my first child before, but now the family members have increased, and the eldest is in elementary school and does not want to wash clothes between the two children. Especially elementary school students are prone to infectious diseases such as hand, foot and mouth disease, so for health, we are planning to buy a mini washing machine." Ms. Zhang, , which will be born in October, said.
There are many parents who have this kind of concern. On the one hand, family income is increasing, and many second-child families have relative economic strength; on the other hand, with the upgrading of consumption, the sales of categories in the maternal and infant market are increasing, not just mini washing machines.
Therefore, from the general background, it is reasonable to increase sales of related products based on the increase in the birth rate of second-children.
As a personalized requirement, mini washing machines have significant characteristics in terms of technology, design and functions. Some mini washing machines have no difference in functionality from traditional household washing machines. For example, smart networking, security performance, etc., the functions of adult washing machines and mini washing machines are also available.
In addition to this, the exclusive sterilization function of children is more popular among parents. For example, some mini washing machines have high-temperature cooking and washing, and the effective sterilization rate reaches more than 99%; the water flow effect is not harmful to infants and young children's clothing, and the baby's exclusive washing liquid will protect the clothes and even have no negative effects on the skin.
From the perspective of consumption upgrading, personalized consumption is in a period of continuous growth. High-end, high-quality, personalized and healthy washing and care have become consumers' first choice when shopping. In this round of consumption upgrades, consumers are not only demanding the improvement of washing machines in the washing and care standards, but also changing their attitude towards life and health care concepts.
Faced with the increase in second-child families, making the second baby healthier, and purchasing exclusive washing machines for them has become the choice of many second-child parents.
In terms of mini washing machines, the proportion of wall-mounted mini washing machines has increased significantly. According to data from Zhongyikang, from the perspective of market structure, in the mini washing machine market, the total single-cylinder and double-cylinder volume of low-end products account for 70%, while the proportion of fully automatic pulsators and drums continues to increase. Heated pulsators and wall-mounted drums, as high-end sub-products of the mini market, have expanded significantly year-on-year. Taking wall-mounted rollers as an example, from January to April this year, the year-on-year retail sales of wall-mounted rollers increased by 35.7% and 79.9% respectively.
It can be expected that mini washing machines will continue to grow in volume in the future.
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