Ding Science and Technology Network ObservationIn the past year, China's clean electrical appliance market "the weather is mainly sunny, sometimes light rain, occasionally cloudy", Aowei cloud network (**c) push total data shows that in 2023, China's retail sales of clean electrical appliances will be 34.4 billion yuan, a year-on-year increase of 68%, and the retail volume was 25.34 million units, down 05%。
Figure: Aowei Cloud Network).
On the whole, the clean appliance market presents a contradiction: the popularity dividend of ** is fading, but compared with 2022, it still shows a stable trend; The trend of premiumization seems to continue, but the decline in the average price of the category is an established fact.
From the perspective of category trends:
The growth of floor scrubbers is still unmatched. Sales increased by 22% year-on-year, sales increased by 45% year-on-year, and the share of sales in clean appliances soared from 5% in 2020 to 36% in 2023. Of course, the phenomenon of "exchanging price for quantity" is also quite prominent and in a state of continuation. However, this is also related to the relatively high category premium when the floor scrubber category first appeared, after all, even in the whole of 2023, the average price of floor scrubbers will still remain at a high level of 2400 yuan. With the growth of the number of brands in the industry, the division of product stalls is also clearer, and the average price has decreased, which is a natural process of category development.
However, even if the floor scrubber attacks fiercely, the position of the sweeping robot is still difficult to shake. The share of sales in clean appliances has been stable at about 40% from 2020 to 2023, and there will be a slight increase in 2023, with a year-on-year increase of 10% in sales, a 4% year-on-year increase in sales, and a 6% year-on-year increase in average price. The high-end trend is still there, but it is diluted in the overall category. Such a performance may be related to the relatively stable brand pattern of the sweeping robot market. Based on the past data, although the new brands continue to enter, the top five brands basically account for 93%, and the top eight brands basically account for 96%.
Under the insistence of sweeping robots and the onslaught of floor scrubbers, the living space of wireless vacuum cleaners is gradually cramped. Sales fell by 20% year-on-year, sales volume fell by 19% year-on-year, and the share of sales in cleaning appliances decreased from 36% in 2020 to 13% in 2023. Of course, this is also related to the difference in the average price of the product, in 2023, the average price of the wireless vacuum cleaner will only be 1400 yuan, a year-on-year decrease of only 1%. However, even if the development trend is uncertain, there are still a large number of brands piling into the vacuum cleaner market, perhaps because the technical threshold is relatively low.
Other types of clean appliances continued to decline as a whole. However, there was a 20% increase in sales on the mite removal instrument**.
Figure: Aowei Cloud Network).
Under different circumstances, the development of various categories of cleaning appliances also has similarities, mainly in three aspects:
First, from the perspective of product technology upgrading, the number of base station products is gradually increasing, whether it is a sweeping robot, a floor scrubber, or a wireless vacuum cleaner, the base station configuration is regarded as the upgrade direction, and the base station provides self-cleaning, drying, dust collection, water and other capabilities, and the product itself is developing towards lightweight and functional specificity; In addition, the self-cleaning ability is gradually strengthened, and water heaters, drying, hair cutting, etc., are becoming standard options.
Second, from the perspective of the change of the first gear, the cleaning appliances basically present a dumbbell-shaped structure, high-end and cost-effective products have a high increase, and the relative performance of mid-end products is average, which is also in line with the overall consumption habits at this stage. However, the floor scrubber is an exception, mainly due to the overall ** downgrade.
Third, from the perspective of brand structure changes, although some brands in the category are out, but at the same time, more brands have entered the market, which means that under the highlighting of the demand for healthy life and convenient life, the brand is still quite optimistic about the future performance of cleaning appliances, especially vacuum cleaners and mite removers with relatively low thresholds, and a large number of new brands have entered the game.
Ding Science and Technology Network thinks:
The future cleaning appliance market will still be the world of sweeping robots and floor scrubbers, after all, both are also a fusion of a variety of cleaning capabilities, one is automatic and convenient, and the other is manual and controllable, each with its own support.
Vacuum cleaner, although the market space is squeezed, but there is still room for existence, in the applicability of the scene, sweeping robots and floor scrubbers can not completely replace vacuum cleaners, on the basis of replacing the brush head, wireless vacuum cleaners can clean the roof, sofa, bed and even the car cockpit as a second living space, etc., many of which are not realized by sweeping robots and floor scrubbers. Of course, if you want to better compete with sweeping robots and floor scrubbers, the addition of "floor scrubbing module" is likely to be an option that many brands cannot ignore.
As for the mite removal instrument, the development of the market outlook needs to be considered, after all, the emerging live broadcast e-commerce has contributed quite a lot to its growth in 2023, which should take into account the situation of impulse consumption. In fact, the function of the mite remover has been integrated by quite a few cordless vacuum cleaner products. Considering the sudden rise of the mite removal instrument, in the context of the continued rise of live broadcast e-commerce, the possibility of other cleaning appliances ** now the next "time star" will also be fully existent. (Ding Science and Technology Network original, **Be sure to indicate "**Ding Science and Technology Network").