"High-end clothes are really difficult to put together, especially the wrinkle problem of shirt suits, and what appliances can be done in one step." "Sometimes if you don't pay attention, the clothes of the Pairis fabric are wasted, and it is so difficult to take care of." Straight and breeches are not easy to take care of, if there is a kind of nursing machine that can take care of high-end clothes. Near the Spring Festival, the author found that while netizens discussed the problem of eating and drinking during the Spring Festival, many netizens also complained about the difficulty of nursing high-end clothes.
The image comes from a screenshot of an e-commerce product
With the continuous improvement of consumption level, our quality of life is also constantly improving. Nowadays, the Chinese market has begun to enter the stage of elite consumption, and consumers have new requirements for food, clothing, housing and transportation. Especially in terms of clothing, consumers are beginning to tend to build their own personal high-end clothing cleaning and care space. The author noticed the occurrence of the new crown epidemic, which made the high-end clothing care machine with cleaning care, disinfection and sterilization functions quickly become popular. For home appliance companies, is the high-end clothing care machine a good track?
Upgraded care, from laundromats to private care
How can clothes that are not suitable for machine washing be taken care of in addition to dry cleaning? In the past, consumers used to hand over high-end clothes at home to professional washing shops such as dry cleaners for care, and now, people have experienced the baptism of the epidemic and begun to improve the requirements for washing, wearing, and clothing sterilization, etc. The washing can no longer meet the requirements of clothing care professionalism, timeliness and health, and home care clothing has gradually become an industry trend.
At present, the changes in consumer demand for high-end clothing care are essentially triggering changes in the scene. The drying of high-end clothes by new consumers, the requirements of dry cleaning care, and the demand for clothing and physical health have spawned new use scenarios. In this context, the high-end clothing care machine came into being, bringing users a clothing care lifestyle that integrates a full set of luxury care, professional care lines, and scientific storage. For example, users can put the necessary suits, shirts, ties and other clothes for business occasions into the high-end clothing care machine for maintenance and shaping; the high-end dress to be worn at the banquet can be cared for by the nursing machine, which can accurately identify the dress fabric and automatically match the washing procedure. The emergence of high-end care machines can handle the drying and dry cleaning care needs of high-end clothes, allowing users to obtain a healthier clothing care experience.
The first time I saw and experienced the high-end clothing care machine, it was in the 2018 China Home Appliances and Consumer Electronics Expo (referred to as AWE), a Korean home appliance brand booth had staff explain the high-end clothing care machine for visitors, at that time there were many people stationed, we saw the staff put the high-end clothes with obvious wrinkles into the clothing care machine, pressed the corresponding button, and then opened the wardrobe after a few minutes, the crumpled clothes became the same as the newly bought ironing, and there were consumers on the spot who were planted by the products. Ask your staff about other product features and how to purchase them.
In fact, high-end clothing care machine products have been listed abroad for many years, and Korean brands Samsung and LG have products on sale. In the Chinese market, only high-end clothing care machine brands and products entered the market in 2017, but the price of up to 20,000 yuan or so has deterred many consumers, and the promotion speed of products in the market is slow.
Since the outbreak of the epidemic, clothing sterilization and disinfection has become the focus of attention of home users, correspondingly, both sterilization and odor removal and wrinkle drying of clothing care machine homeopathic fire, the domestic market not only has LG, Samsung and other imported brands, but also appeared Tianjun, AUCMA, COLMO, COUCOQ, Mofei and other domestic brands. At the AWE exhibition in 2020 and 2021, the author obviously found that many brands of clothing care machines were concentrated, and the sales growth trend of clothing care machines was also continued, and the products became rich.
According to the data of Aowei Cloud Network, the online sales of clothing care machines in 2020 were 17,000 units, with sales of 48.6 million yuan. In May 2021, the retail sales of clothing care machines reached 3,169 units, exceeding the monthly sales record of 3,104 units in November 2020. Many consumers choose high-end clothing care machines because of the disinfection and sterilization function.
Healthy and exquisite, driving the demand for high-end laundry care
The process of changing consumers' demand for laundry care is a brief history of human living standards.
In the 50s and 60s, people in the matter of laundry, are hand washing; 70, 80s and post-80s household users mostly use washing machines to wash things; post-85, post-90s new consumers began to pursue the ultimate dry cleaning care, high-end clothing care machines became the first choice for young consumers.
In the early days, washing machines made a great contribution to home users in terms of laundry care. However, with the development of society, "alternative manpower" washing clothes is no longer enough to support the current demand for clothes washing scenes, and healthy washing and care have become a new direction for consumers' laundry care market.
Now, the emerging consumer groups pursue the change of demand for quality life, so that the high-end washing market is in a state of "fine-tuning". Especially since the epidemic, consumers' health needs for laundry care are obvious. However, the technological innovation of most products on the market has not kept pace with the growth of demand. How to adapt to the needs of high-end washing through technological innovation has become a new proposition in the high-end washing industry.
From washing clean to drying, to disinfection, sterilization function, today's consumers for clothing washing and care needs have become more refined. The change in people's demand for laundry care reflects the changes of the times and also shows the new consumer demand of this era. The emergence of high-end clothing care machine not only realizes the rapid and exquisite care of high-end clothing, but also leads the latest trend of clothing care concept, and creates a "smart" healthy life with scientific and technological innovation.
The rise of young consumer groups has allowed many home appliance companies to transform and upgrade their products and marketing methods for their emerging needs. For example, the high-end clothing care machine, which integrates some functions of the dryer and hanging ironing machine, and some products also have the ability to clean clothes. The author believes that clothing care is a complex matter, high-end clothing needs more professional care, in line with consumer demand to develop innovative products, in order to better occupy the market. Although the clothing care machine market is hot, there is still a certain difficulty in market education, how to solve the user's clothing care pain points, and through the combination of scenes and innovative products, is a problem that every clothing care enterprise needs to think about and solve.
The market is gradually heating up, and the industry lacks unified standards
With the leap in mass consumption standards, clothing care machines are also favored by mass consumers. Clothing care machine from South Korea to the domestic home appliance market, in just a few years, in the country has achieved greater development, knocking on the mainland high-end clothing care market opportunities door.
The rapid development of the clothing care machine industry has attracted more brand attention. At present, the number of brands entering this market has more than 20 and is still growing. Among them, Samsung, LG, Tianjun, Shuleshi and other brands account for a relatively high market share, and brands such as Casarte, Fei County, Sengema, Panasonic, and Mofei also occupy a part of the market share.
From the perspective of brand layout, brands such as Samsung, LG, Casarte and COUCOQ keyo occupy most of the high-end market share, and the product price is more than 5,000 yuan; Tianjun, Shule's, FeiJun and Mofei and other brands focus on the high-end market, and the product price is about 2,000 yuan-5,000 yuan; there are some small and medium-sized brands that focus on the entry-level market, and the products are mostly simple wardrobe products below 2,000 yuan.
In terms of channel layout, the offline market is still the main battlefield of the current high-end clothing care machine. However, at this stage, the clothing care machine market is still in the stage of product development education, and the industry needs to work together through online and offline channels to reach multiple dimensions in order to better present the value of clothing care machines.
At present, although the clothing care machine market is hot, the industry has not yet introduced a national standard or industry standard, and the product lacks a unified measurement standard, resulting in uneven product quality in the market. For example, the clothing care machine in 40 ° C -60 ° C low temperature drying clothes, in order to better protect the clothing fiber products, but there are still many essence or traditional PTC heating products on the market, many of them may not meet such requirements, but also called "clothing care machine". The performance indicators provided by manufacturers seem to be rigorous, but they are not too convincing.
After several years of development, many brands have cut into hotels, apartments and other places, many clothing care machine brands have begun to find value-added cooperation, in cooperation and broaden the user's product awareness of the win-win situation, this is also a considerable market opportunity. In the author's view, at this stage, the clothing care machine industry is in a state of readiness, for imported brands and domestic brands, function, technological innovation can promote product iteration updates, open up brands to the outside, and enhance quality cognition. For brands entering the garment care machine industry, if they want to achieve stable growth in the market, technology will be the key to breaking the circle of enterprises. Manufacturers can achieve better clothing care effects and enhance the user's product experience by upgrading the product technology layer by layer.
Write at the end
Today's home appliances are no longer cold decorations, but personalized smart products that are endowed with aesthetic and emotional needs. As an emerging industry, high-end clothing care machines have non-contact cleaning, sterilization and wrinkle removal functions, bringing a safe and intelligent living experience to people in the epidemic. Obviously, on this new track, there are not only imported brands, but also Chinese home appliance companies, in order to open the market, dispel consumers' doubts, manufacturers need to comprehensively improve products, relevant departments also need to establish or introduce industry standards to improve the threshold of access, regulate market development, and lead the industry to a positive and healthy direction.