Cover news reporter Zhao Ping
Buy a TV to pick an eye protection, refrigerator to buy freshness, antibacterial and net taste of the three effects in one, washing machine to choose efficient mite sterilization model, air conditioning to buy can purify the air fresh air conditioning, a variety of kitchen appliances preferred disinfection and sterilization function of the product...
Today, when the epidemic has become normalized, the public purchase of home appliances is also more concerned about the health function of home appliances, and healthy home appliances have gradually become the "just need" of people's anti-epidemic life, and have also become a new direction for the future development of home appliance companies.
Explosive growth
The epidemic has brought fire to health appliances
Health appliances are favored
Recently, the China Electronics Information Industry Development Research Institute released the "2021 China Home Appliance Market Report", which shows that the home appliance market will fully recover in 2021. Among them, the epidemic continues to bring fire to healthy home appliances, vacuuming, washing, mopping the three functions of the three functions of the floor washing machine retail sales increased by 348% year-on-year, the main "less oil is healthier" concept of air fryer, in Jingdong's retail sales increased by as much as 152% year-on-year.
From 2020 to now, the home appliance industry affected by the epidemic has been in a difficult situation, but healthy home appliances are "like a spring breeze overnight". According to the monitoring data of Aowei Cloud Network, in the first three quarters of 2020, the omni-channel retail sales of products such as dishwashers, desktop micro-steaming and roasting, and embedded micro-steaming and baking achieved a year-on-year increase of 24.7%, 49% and 3.3% respectively, and the retail volume increased by 32.9%, 70% and 32.9% respectively.
Entering the stage of stock growth of large appliances, the concept of "health" function has also been further strengthened, such as the proportion of retail sales of health air conditioners in the air conditioning market in the first three quarters of 2020 increased by 10.8 percentage points year-on-year to 80.1%; the retail sales of online heat pump dryers in the first three quarters accounted for 74.1%, the share increased by 23.7% year-on-year, and the proportion of offline heat pump dryers was as high as 97.2%. The online penetration rate of healthy washing machines in 2020 will be closer to 85%, and the offline penetration rate will also approach 90%.
It is foreseeable that at present and for a long time in the future, health and quality will become the main trend of residential consumption and home appliance market growth. It is under the influence of such a trend that home appliance companies have launched healthy life home appliances, and then construct a fully ecological healthy life scene with "health" as the main line.
The popularity of health home appliances, on the surface, is affected by the epidemic, but in fact, the education of the head brand on the market for many years, as well as the improvement of people's consumption cognition and the rise of consumption level. In the past long time, many companies have been around the healthy life of consumers, and some companies have even been precipitated for more than 20 years in this regard, even if there is no new crown epidemic, the health of home appliances is constantly strengthening. In particular, the post-85s and post-90s consumers are no longer satisfied with home appliances with basic functions, and more fashionable and healthier products are their first choice.
From single pieces to whole houses
The head brand actively lays out healthy home appliances
Whole house health appliances
Although health products in the market are emerging in an endless stream and have different emphases, these hot health appliances can actually be divided into two categories. One is the traditional sense of health appliances, such as disinfection cabinets, mite removal instruments and so on. They are directly related to our health and have been valued long before the pandemic. The other is the emerging health appliances, such as washing machines and dryers with sterilization and disinfection functions, and air conditioners that can clean themselves, which have shown explosive growth after the outbreak of the epidemic.
The blue ocean of smart health appliances naturally attracts head brands to join, but the focus is different. For example, Midea, Gree, Hisense, etc., have launched upgraded smart products, such as fresh air conditioning, efficient sterilization and mite washing machines, intelligent floor washers and other health appliances, and Haier has launched a smart health scene of the whole process.
For many people, the health scene solution is still a relatively unfamiliar term, to explain simply, Haier provides a health solution for each space unit that is actually composed of kitchen, bedroom, living room, bathroom, balcony and other scenes.
Back home, you can put the clothes in the clothing care cabinet to kill the viruses and bacteria on the clothes; put the shoes into the smart shoe cabinet to achieve deodorization, sterilization, drying, air drying and other functions; if you have clothes to wash, through the Haier washing machine "high temperature disinfection washing" to heat the water temperature to 60 ° C, continuous washing for 30 minutes, effectively kill the viruses and bacteria that are not resistant to high temperature carried on the clothes; Haier's "56 degrees C" air conditioner can ensure that the family has a full range of healthy air; when cooking, Haier's full-space fresh-keeping refrigerator makes the dishes that have been hoarded for a week still fresh as ever; after eating, you can put the dishes and chopsticks into the dishwasher to cook at high temperatures, and the dishes are put into the Light Wave Pasteur disinfection cabinet to disinfect them thoroughly... That is to say, Haier does not only provide a few health items, but also achieves coverage of the whole process of family life.
Household scrubbers
Relevant experts pointed out that whether it is the emerging smart health home appliances or the whole house health solutions promoted by Haier, they may be new growth points under the epidemic, and enterprises may wish to lay out and actively promote them as soon as possible.
Shop for flowers in the fog
Consumers should raise awareness of standards and certifications
Built-in dishwasher
Radish is fast and does not wash mud, healthy home appliances in the process of vigorous development, there have also been some violations, some home appliance companies through the hype of some specious health functions and technical concepts to fool consumers, harming the interests of consumers.
In this regard, Lu Jianguo, deputy chief engineer of the China Home Appliance Research Institute, said: "At present, consumers should still improve their awareness of standards and certification. He said that through years of consumer education, many consumers will pay attention to the production date of the product when purchasing home appliances. But few consumers pay attention to the implementation standards of the product. He pointed out that the implementation of the standard is actually a statement of the quality of its own products, indicating that the performance of its products must at least meet the indicators required in the standard. "Therefore, when consumers buy home appliances, especially some new products, they must first check whether the company has clearly stated the standard number and name on the product, if not, it is a violation, which also shows that the company has no confidence in the effectiveness of its own products, dare not make a self-declaration, and consumers do not buy." Lu Jianguo said.
In recent years, the health standards of home appliances have been widely concerned by all walks of life. The Ministry of Industry and Information Technology also said that the mandatory national standard "General Requirements for Household and Similar Use Electrical Appliances Health and Safety" has been included in the formulation plan. Last year, the Standardization Administration of the People's Republic of China issued a number of mandatory national standard revision plans, integrating 116 mandatory standards for home appliances into three mandatory national standards for safety, health, energy conservation and environmental protection.