Abstract:Vacuum cleaners involve electronics, acoustics, industrial design, mechanical design, materials, software, electromagnetic compatibility and other fields of technology, benefiting from the overall improvement of mainland manufacturing technology, household vacuum cleaners gradually transition from economic and applicable products to environmental protection, health and other high-tech products, commercial and industrial vacuum cleaners gradually develop in the direction of high efficiency and silence. With the gradual expansion of the global market and the orderly development of the mainland vacuum cleaner manufacturing industry, the export scale of vacuum cleaners has shown a good trend of steady growth, which is much larger than the import scale. In 2023, the import volume of vacuum cleaners in mainland China will be 3.094 million units, a year-on-year decrease of 21.41%, and the export volume will be 160 million units, a year-on-year increase of 16.55%.
1. Definitions and Classification
The operating principle of the vacuum cleaner is to drive the impeller to rotate at high speed through the high-speed operation of the internal motor, and push the air to the side of the air outlet of the vacuum cleaner, so that the air density and air pressure in the direction of the air inlet are reduced, forming a local vacuum, so that the dust and dirt in the air follow the external air from the air inlet into the body, so as to achieve the purpose of cleaning the environment. According to the structure, the vacuum cleaner can be divided into vertical vacuum cleaner, horizontal vacuum cleaner and portable vacuum cleaner, and according to the application scenario, it can be mainly divided into three types: household vacuum cleaner, commercial vacuum cleaner and industrial vacuum cleaner.
Second, the business model
1. Brand operator model
Under the brand operator model, vacuum cleaner companies are mainly engaged in consumer demand analysis, brand operation and marketing, sales channel construction, etc., and do not carry out product manufacturing activities, but solve the problem of supply by purchasing finished products with their own trademarks from processing plants. Some vacuum cleaner brand operators are also engaged in R&D and design.
2. Original Brand Manufacturer (OBM) model
Under the original brand manufacturer model, vacuum cleaner enterprises independently produce goods, build sales channels and open up markets, and their business usually covers all aspects of the industrial chain such as product design, production, marketing, retail, and distribution. Compared with the ODM/OEM model, enterprises that adopt the OBM model can obtain the added value of all links in the industrial chain, but at the same time, they also need to invest a lot of marketing expenses, build sales channels and marketing networks, and need to pay more energy and costs to cope with industry competition and market changes.
3. Original Design Manufacturer (ODM) mode
Under the original design manufacturer model, vacuum cleaner companies undertake product design and manufacturing business according to the specifications and requirements of brand operators. ODM enterprises generally have core technology and rich production management experience, and can provide customers with all services from product development, design and manufacturing to post-maintenance, and can obtain higher profits than OEMs who simply manufacture and assemble. ODM manufacturers can also carry out completely independent product research and development and design, and strive for market share in the market with self-designed products.
4. Original manufacturer (OEM) model
The original production manufacturer model is contract production. Under the OEM model, the company mainly manufactures and assembles products, and generally produces in full accordance with the specifications specified by the customer. In the context of increasingly intelligent vacuum cleaner products and accelerating product iteration speed, the profit margins of OEM enterprises are gradually compressed. After a long period of technology accumulation, some enterprises have improved their independent innovation capabilities and completed the transformation to ODM production.
3. Industry policy
1. Competent authorities and regulatory system
The competent authorities of the vacuum cleaner industry are the National Development and Reform Commission, the Ministry of Industry and Information Technology and the State Administration of Market Supervision and Administration, and the self-discipline associations mainly include the China Machinery Industry Federation and the China Household Electrical Appliances Association.
The National Development and Reform Commission (NDRC) is mainly responsible for comprehensively studying and formulating economic and social development policies, balancing aggregate volumes, and guiding the overall economic structural reform and macroeconomic regulation and control. The Ministry of Industry and Information Technology is mainly responsible for formulating and implementing industry plans, industrial policies and standards, monitoring the daily operation of the industrial industry, and promoting the development of major technical equipment and independent innovation. The State Administration for Market Regulation integrates the responsibilities of the former General Administration of Quality Supervision, Inspection and Quarantine of the People's Republic of China and the responsibilities of the Certification and Accreditation Administration of the People's Republic of China, and is mainly responsible for product quality supervision, entry-exit commodity inspection, product certification and accreditation and standardization.
China Machinery Industry Federation is mainly responsible for investigating and researching the economic operation and enterprise development of the machinery industry, reflecting the opinions and requirements of industry enterprises to the government, providing suggestions and consulting services for government departments, analyzing and publishing industry-related information, organizing the formulation of industry planning, and providing industry development guidance and industry information services. The China Household Electrical Appliances Association is mainly responsible for safeguarding the legitimate rights and interests of the industry, reflecting the demands of member enterprises, coordinating the relationship between members, standardizing member behavior, maintaining fair competition and market order, contacting the government, providing services for the industry, members and the government, and promoting the healthy development of the industry.
2. Industry-related policies
Since the world's first vacuum cleaner came out in 1901, after hundreds of years of development, vacuum cleaners have gradually become one of the most permeable cleaning appliances in home life. With the advancement of technology, around the core demand of the practicability of cleaning the home environment, household vacuum cleaners have continued to develop in the direction of miniaturization and portability, and have now evolved into smart home products full of science and technology. In recent years, the state has introduced a series of encouraging policies to provide a good policy environment for the intelligent development of vacuum cleaners in mainland China. In July 2023, the Ministry of Industry and Information Technology, the National Development and Reform Commission, and the Ministry of Commerce jointly issued the Work Plan for the Steady Growth of Light Industry (2023-2024), proposing to carry out brand building in household appliances and other industries, promote the connection between the upstream and downstream of the industrial chain, stimulate the vitality of market consumption, and vigorously develop new retail formats such as smart home experience halls and smart electrical appliances living halls. In addition, industrial dust is a huge hazard, and industrial vacuum cleaners are important equipment in the field of industrial manufacturing to ensure product quality, equipment life, production safety, employee health and dust pollutant emission standards. In November 2023, the State Council issued the Action Plan for Continuous Improvement of Air Quality, which put forward the requirements for the use of special boilers for biomass boilers and high-efficiency dust removal facilities such as cloth bags, so as to promote the steady development of industrial vacuum cleaners.
Fourth, industry barriers
1. Technical barriers
The development of vacuum cleaners as a whole presents a situation of increasing product categories, diversified consumer demand, and accelerated product upgrading. At the same time, from product development and design, to material quality, to production process control, to inspection and testing, the quality control of each link requires the solid process and technical capabilities of the enterprise as support. In addition, commercial and industrial vacuum cleaners use multidisciplinary knowledge such as mechanical engineering, control science and engineering, and fluid mechanics, which are highly complex and systematic, and have high technical requirements for R&D, design, and manufacturing capabilities, thus forming high technical barriers.
2. Customer barriers
Since commercial and industrial vacuum cleaners usually serve large-scale application scenarios such as commercial plazas, tourist attractions, factories, and industrial parks, vacuum cleaner manufacturers need to go through multiple links of verification to enter the supplier system of downstream head customers and supply them in batches, and the verification time is long and the cost is high. And once a stable cooperative relationship is formed, downstream customers will not easily change equipment manufacturers. With the improvement of residents' living conditions and consumption upgrading, consumers focus on the portability, difference and brand influence of the product when choosing household vacuum cleaners. It is difficult for new entrants to pass the verification of downstream customers in the short term, and it is difficult to develop the market, thus constituting a high customer barrier.
3. Scale barriers
Only after the product production capacity reaches a certain scale, can the fixed costs such as new product development costs, mold development costs, and depreciation costs of machinery and equipment be diluted, so as to reduce the unit cost of products and form market competitiveness. Especially under the ODM/OEM manufacturing model, new manufacturers cannot form advantages in terms of cost and scale in a short period of time and obtain profits. On the other hand, the downstream customers of commercial and industrial vacuum cleaners have a large demand, and in order to ensure product uniformity and after-sales reliability, they tend to choose large-scale, high-quality, and fast-delivery suppliers, thus forming a high scale barrier.
Fifth, the industrial chain
1. Analysis of the industry chain
The upstream of the vacuum cleaner industry chain is the production of parts and raw materials, including motors, governors, filters, plastics, fasteners, etc. In recent years, the mainland machinery industry has continued to develop, and gradually transformed from traditional machinery to intelligent machinery. The development of the machinery industry drives the gradual marketization of upstream parts and related raw materials, and a large number of enterprises continue to pour into the mechanical parts track, with sufficient market competition, sufficient product supply, and small price fluctuations, so as to provide guarantee for the development of the mainland vacuum cleaner industry.
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