Accelerating towards the stock period, the scale continued the double-digit decline in the fourth quarter of last year
In the first quarter of 2022, the performance of the home appliance market in the beginning of the year was not ideal, especially the water heater as a mature category that accelerated towards the stock period, the year-on-year scale fell sharply, according to the total data of Aowei Cloud Network (AVC), the retail sales of electric heating and combustion heat fell by 17.9% and 18.0% respectively.
Electric heating: The trend of two-level differentiation has intensified, and it has entered a critical period of high-end product transformation
From the perspective of sub-price segment data, the share of low-end models below 500 yuan of electric heating has risen in the first quarter, while at the same time, the average price of ultra-high-end models in the main sales models in the first quarter can reach about 12500 yuan, which means that the two-level differentiation of the electric heating market is intensifying, and the high-end transformation of electric heating has been slightly effective. Electric heating to go to high-end, in addition to the appearance of upgrading or to seize the word "experience", such as high-power heat products, to a certain extent to solve the long heating time of water storage water heater pain points, from the new situation in the industry, major brands are accelerating the product layout of more than 3000W power.
In addition, electric heating products with purified water function are accelerating penetration, which is also an important embodiment of the experience of electric heat optimization products, especially under the trend of self-pleasing consumption and healthy consumption, consumers' awareness of using clean water is gradually improving, which brings certain opportunities for product upgrading; In addition, the purification function of the water heater has developed from a single filtration and sterilization to the visual monitoring of water quality, which has improved the consumer experience, strengthened the connection between products and users, and provided an important link for the future household water ecosystem.
Burning heat: Zero cold water penetration fell briefly, and differentiated selling points became the key to getting out of the price war
Zero cold water as an important attribute of the upgrade of heating products, the penetration rate of a short decline. However, from the first quarter of the new product TOP10 list, zero cold water model accounted for 3, compared with last year, zero cold water explosive ability has been improved, product innovation can also be remarkable: such as a level of silent zero cold water effectively solve the drawbacks of zero cold water noise is too large, condensing zero cold water under the energy-saving policy also has a good sales performance, the upgrade of smart control zero cold water also from app control, voice control to NFC control, the appearance from the comprehensive glass screen to the curved glass screen.
Douyin e-commerce sold 10,000 units in March
Judging from the social e-commerce data launched by Aowei Cloud Network in the first quarter, the water heater of the Douyin channel is mainly based on heat burning, accounting for nearly 80% of the total category of water heaters, and the share of zero cold water in the Douyin channel reaches 43.4%, which is significantly higher than that of traditional e-commerce, which shows that the zero cold water function is more favored by consumers in the Douyin channel, and social e-commerce is also an important way to create zero cold water product mental education and improve popularity.
