November China Washing Machine Market Analysis Report

In November 2013, there were a total of 1,241 commercial products on the Chinese washing machine market, which belonged to 24 major manufacturers. From the perspective of brand attention, the overall brand awareness pattern of this month was basically the same as that of October, and the attention of the three brands led by Haier, Siemens and Little Swan was further concentrated. From the product point of view, fully automatic drum washing machines pay attention to the mainstream of the user, and at the same time, the proportion of attention to energy efficiency products of Level 2 this month has increased.

Report Highlights • Brand Focus: The focus of the first three brands is further concentrated.

• Product model structure: Siemens WM10E168TI is the most concerned.

• Product type structure: The proportion of concern for drum type washing machines has declined.

• Washing capacity structure: Nearly 30% of the 6Kg washing capacity products are concerned.

• Automated structure: Automatic washing machines dominate the market.

• Energy Efficiency Rating Structure: The proportion of concern for Level 2 energy efficiency products has increased.

• Structure of price segment: The proportion of attention in the price segment of 3001-4000 yuan has risen sharply.

• Analysis of mainstream manufacturers: Haier's attention to the proportion of "M-type" trend this month.

First, the brand attention pattern • The concentration of the first three brands is further concentrated In November 2013, in the Chinese washing machine market, Haier, Siemens and Little Swan maintained their top three positions, with a cumulative attention ratio of 61.1%, which is more concentrated than in October. . Among them, the Haier reelection brand is concerned about the championship, concerned about the proportion of 33.8%, up 1.6% over October; Siemens and Little Swan respectively occupy the second runner-up position and the third runner-up, attention ratio was 16.2% and 11.1%, respectively, compared with the previous month There is a slight decline.

The remaining brands have a relatively small degree of concern, all below 10.0%. Different from October, the ducklings and Galanz’s position were swapped this month, ducklings rose to eighth place, and Galanz dropped to the ninth place, paying attention to 2.0% and 1.9% respectively.

Second, the product focus on the pattern (a) product models concerned • Siemens WM10E168TI the most concern In November 2013, China's washing machine market, Siemens WM10E168T continues to be the most popular consumer washing machine products, its attention this month, the proportion of 4.7%, It dropped 0.3% from October. This drum-type, 6.5Kg washing capacity, an energy-efficient automatic washing machine products this month quoted at 3,999 yuan, unchanged from the previous month, is also the highest quoted product in a list.

• The average price of the last product was 2468 yuan this month. The top ten products with the highest proportion of concern belonged to five brands. Haier and Siemens took a total of seven of them. The product has obvious advantages. It can be found that these ten products are all automatic washing machines, and the majority of drum-type washing machines, occupying seven models, product washing capacity are above 5Kg, product quotes ranging from 899 yuan to 3999 yuan, the average price is 2468 yuan.

(II) Structure of Product Types • Drum Washer Concerns a Decreasing Concern In November 2013, in the Chinese washing machine market, from the perspective of product structure, the number of pulsator-type washing machines was higher than that of drum-type washing machines. The proportion of products of the type is 52.4%, while the drum type washing machine is 40.3%. However, from the perspective of users' attention, the situation of the two is just the opposite. The concern for drum washing machines this month was 54.6%, which was 2.7% lower than that in October, but it was still higher than that of the pulsator type, which also indicated consumption. People are more inclined to drum washing machines.

(III) Washing capacity structure • The proportion of 6Kg washing capacity products in this month accounted for nearly 30% of November 2013. In the washing machine market in China, the washing capacity most concerned by consumers is still 6Kg, and the proportion of attention this month is 29.1%. It was down 1.4% from October. In addition, there are 7Kg and 6.5Kg of washing capacity with concern ratio exceeding 10.0% this month, respectively 19.6% and 10.5%.

(IV) Automated structure • Fully-automatic washing machine occupies a dominant position in the market In November 2013, automatic washing machines in China's washing machine market still dominated the market. The proportion of attention this month was more than 90%, as high as 96.2%, far higher. Semi-automatic 3.8%.

(V) Energy Efficiency Grade Structure • The proportion of concern for Grade 2 energy efficiency products has risen. From the perspective of the energy efficiency structure of this month's products, it is basically consistent with that of the previous month. The ratio of Grade 1 energy efficiency and Grade 2 energy efficiency products exceeds the overall figure. Ninety percent were 57.9% and 34.5% respectively. From the perspective of consumers, the level of attention of energy efficiency products of this year's Level 2 increased from 25.0% in October to 28.7%, or a 3.7% increase. At the same time, the proportion of attention to energy efficiency at Level 1 has declined. It dropped to 65.5%, but still focused on the mainstream consumer.

(VI) Structure of price segment • Significant increase in the proportion of attention in the price segment of RMB 3001-4000 Yuan In November 2013, in the Chinese washing machine market, the focus of the price segment concerned by consumers was still concentrated in 1001-4000 yuan, and the cumulative attention ratio reached 68.4%. . Among them, 1001-2000 yuan continue to be the price segment most concerned by consumers with a concern ratio of 26.0%. In addition, compared with October, the proportion of attention in the price segment of 3001-4000 yuan this month has significantly increased, reaching 21.6%, up 6.6% from the previous month.

III. Analysis of Mainstream Manufacturers (I) Concern about Brand Trends • Haier’s focus on “M-shaped” trend this month In November 2013, on the Chinese washing machine market, Haier’s attention ratio was “M-shaped”, which can be seen from the chart. Haier paid attention to the ratio of 31.5% at the beginning of this month, and then gradually increased, and reached the two peaks of 35.8% and 35.9% respectively on the 10th and the 22nd. Afterwards, the attention ratio gradually declined, and finally fell to 31.4% at the end of the month. The basic and the beginning of the month Relatively flat.

(II) Comparison of the number of commercial products • The number of Haier's products far exceeds that of competitors In November 2013, among the top three brands in the Chinese washing machine market, the number of Haier’s commercially available products took absolute advantage, reaching 347 models, which was more than in October. Out of five new products, far more than the 70 models of Siemens and the 91 models of Little Swan.

(III) Concern about single product concern rate • Relatively high single product concern rate from Siemens According to the ZDC data, in November 2013, among the top three brands on the Chinese washing machine market, Siemens’ single product concern rate was the highest, reaching 0.23%. , slightly lower than in October, which also shows that Siemens in the washing machine market, good brand competitiveness. Followed by Little Swan, single product attention rate was 0.12%. Due to the large number of products, Haier’s single item attention rate is slightly insufficient, at only 0.10%.

(Note: The single product attention rate = the ratio of a brand concerned / the number of commercial products of the brand * 100%, the single product attention rate reflects the average competitiveness of a brand's products.)