washer
Under the influence of the high base and repeated epidemics in the same period, the performance of the Q1 washing machine market in 2022 was not good, according to the total data pushed by Aowei Cloud Network (AVC), the retail sales volume of Q1 washing machines in 2022 was 7.52 million units, down 11.5% year-on-year, and the retail sales were 14.6 billion yuan, down 12.2% year-on-year. In terms of subdivision channels, under the outbreak of the epidemic at multiple points, the offline market was seriously damaged, with the offline retail volume of Q1 being 2.08 million units, down 29.6% year-on-year, and the Shanghai and Jilin markets fell by 41.5% and 49.1% respectively year-on-year. Under the tense anti-epidemic situation in first-tier cities, users consider the reserve of ingredients, and the priority of purchasing refrigerator freezers is much higher than that of washing machines. In contrast, the online market has been less affected, and the volume is slightly lower than that of the same period last year. In Q1 2022, retail sales were 5.44 million units, down 1.8% year-on-year, and retail sales were 7.9 billion yuan, down 2.7% year-on-year.
From the perspective of sub-categories, the market pattern is relatively stable, and the market change mainly revolves around the substitution of washing and drying integrated products for drum single washing. At present, the product structure upgrade of the high-end market has been completed, and the current battlefield has been transferred to the low-end market. Aowei cloud network monitoring data shows that in 2022, the proportion of online market washing and drying machines in the 3000-3500 and 3500-4000 price segments increased to 50.1% and 68.6% respectively.
From the perspective of capacity upgrade, the change is mainly reflected in the wave wheel products, which are embodied in the replacement of 8/9 Kg products by 10Kg wave wheels. In addition, the effect of the wave wheel super capacity upgrade (10Kg+) is also very obvious, accounting for 16.2% of the line, an increase of 7.4 percentage points. In addition, from the perspective of the number of new models, the offline drum products are more direct to the layout of the super capacity, with 26 new models on the single wash in the first quarter and 32 new models on the washing and drying products, which have been significantly improved compared with the previous year.
From the perspective of price structure, the proportion of high-end products in the market segment is still further improving, according to Aowei Cloud Network (AVC) monitoring data, in the Q1 offline drum market in 2022, the retail sales of high-end products increased to 13.6%, an increase of 3.4 percentage points. Although many external factors have brought some negative impact on consumers' purchasing behavior, the overall anti-risk ability of the head customer group is strong enough, and the offline high-end demand still exists.
dryer
Aowei Cloud Network (AVC) push total data show that the omni-channel retail volume of dryers in Q1 2022 was 268,000 units, the growth rate dropped to 44.0%, and the omni-channel retail sales were 1.52 billion yuan, a growth rate of 46.2%. In the first quarter of 2022, consumers' willingness to save increased, depositors' consumption accounted for 54.7%, down 2.9% month-on-month, consumer market confidence was insufficient, purchase willingness declined, and the dryer market as an improved demand was affected to a certain extent.
According to the total data pushed by Aowei Cloud Network (AVC), the online retail volume in Q1 2022 was 154,000 units, an increase of 62.6% year-on-year, and the retail sales volume was 610 million yuan, an increase of 71.9% year-on-year. On the one hand, the online market continued the trend of high-end of the offline market, on the other hand, the proportion of low-end products below 1500 yuan was also further improved, accounting for 36.3%, and the online market performed well with the growth of the head and tail markets in the first quarter. From the perspective of category structure, Q1 heat pump dryers accounted for 87.0% in 2022, and there is still room for upgrading the product structure of the online market. The lack of consumer confidence also made the proportion of inline products rebound, with a share of 11.6%, an increase of 2.1 percentage points.
Compared with online, the downward growth rate of the offline market is more obvious, according to the total data pushed by Aowei Cloud Network (AVC), the offline retail sales volume in Q1 2022 was 113,000 units, an increase of 24.6% year-on-year, and the retail sales volume was 910 million yuan, an increase of 33.0% year-on-year. From the perspective of the city level, with the completion of the popularization of products in the high-line market, the foothold of the offline dryer market will gradually shift to the low-line market in the future. From the perspective of product structure, the structural upgrade of offline products is basically completed, and the upgrading of functions and capacity will become the focus in the future. From the perspective of price structure, the ultra-high-end market of dryer products continues to be stable, and the proportion of ultra-high-end products in Q1 in 2022 has reached 26.2%, an increase of 4.4 percentage points, on the other hand, the low-end products in the offline dryer market continue to decline, accounting for 12.7% of products below 4000 yuan, down 5.8 percentage points from the same period last year, and the offline market is further embracing high-end.
Laundry care machine
In addition to the dry clothing market, the clothing care machine market is also worthy of our attention, according to Aowei Cloud Network (AVC) monitoring data, in 2022 Q1 clothing care machine retail sales of 4951 units, an increase of 440% year-on-year. Compared with the channel, the online dryer relies on the concept of "affordable and exquisite" to quickly break the circle, since Q2 2021, the attention of the clothing care machine market has increased significantly, as of Q1 this year, the participating brands have reached 32. Among them, LG brand, as an early entrant in the field, currently maintains a high share online and offline, but the parity brand represented by Dongshi and Sengma in the online market (the average price of the product is less than 5,000 yuan) has quickly entered the market and occupied a certain share, and the current proportion of such parity brand groups has exceeded 27.0%.
In the offline market, high market costs and marketing costs make it difficult for low-end products to enter, and the market as a whole is still dominated by high-end products. The brand pattern is still dominated by LG and Samsung-based Korean brands, but in the past two years, Casarte has quickly entered the market by relying on brand power, and the market share of Casarte in Q1 2022 has reached 27.3%, an increase of 12.6 percentage points over the previous year. In addition, based on their own advantages, domestic high-end brands are also laying out products from the field of washing machines, including casarte "connoisseur" series and COLMO "space station" series, all of which are constantly strengthening the concept of "care" in marketing labels, and strive to divide the market of clothing care products from the field of their own advantages.