Among the cleaning appliances, the floor washer is undoubtedly the most eye-catching in recent years.CandycrushuptodownCategory, with the rapid rise of washing machines, more and more brands enter, and the atmosphere of "price war" of washing machines is getting thicker and thicker. According to Oviyun data, the average online and offline prices of washing machines are declining in the first quarter of 2024. The industry reshuffle is increasing. At a time of increasingly fierce competition, how do enterprises view technological innovation and market trends?
The "price war" started last year, and the decline in average prices is due to many factors.
"floor washers have been in a price war since last year, and now they are going through a shuffle, which is what every category of household appliances will go through," an analyst at AVC told China Home Grid. Data show that in the first quarter of 2024, retail sales of floor washers were 27.Candycrushuptodown80 million yuan, an increase of 23.4 percent over the same period last year, and sales of 1.244 million units, an increase of 50.1 percent over the same period last year. However, behind the high growth, the "price war" of the washing machine is becoming more and more intense. in the first quarter of 2024, the average online price of the washing machine was 2092 yuan, down 19.5 percent from the same period last year, and the offline average price was 3084 yuan, down 7.3 percent from the same period last year.
In view of the sharp decline in the average price of floor washing machines this year, the relevant person in charge of the Tim Ke brand said, "with the gradual maturity of the floor washing machine market, more and more brands are pouring into this category, which has indeed brought about intensified price competition in the industry." This price adjustment more reflects the positive response of market participants to consumer demand and the gradual maturity of the industry. "
In addition, the price war also reflects the decline in product costs from another aspect. Cloud Whale told China Home Grid reporters that "with the technological maturity of floor washers and the continuous improvement of market awareness, as well as the continuous improvement of supply chain and channel construction, enterprises can control costs more effectively, so it is normal for average product prices to fall."
Observing other categories such as televisions, air conditioners, etc., the "price war" has had a far-reaching impact on the industry. For the current trend of "average price decline" of floor washing machines, as said by the above-mentioned enterprises, as a new category of floor washing machines, the development of the industry is becoming more and more mature, along with the decline of industrial chain and cost, there is also a corresponding decline in product prices. At the same time, fierce competition is also increasing the speed of reshuffle, generally speaking, the current "price war" presented by the floor washer is still very different from the vicious price competition in the past.
However, many enterprises are also avoiding the possible signs of vicious competition in the industry. The relevant person in charge of the Tim Ke brand said, "We have never been blindly involved in the so-called 'cost war' and 'price war'. Committed to leading the development of the entire industry through technological innovation and establishing high standards in the industry."
New product innovation focuses on fine polishing, how can enterprises create a "blue sea" in the "Red Sea"?
Enterprises are not only in the "volume" price, but also in the "volume" technology. Since the beginning of the year, many enterprises have launched new products of floor washing machines. In February and April this year, Tianke launched Fuwan Station Pro intelligent floor washer and Fuwan Stretch Mix intelligent floor washer respectively. These two new products have made innovations in self-cleaning ability and multi-functions of one machine. Among them, Fuwan Station Pro intelligent floor washer has an 8-in-1 space station that can be launched and launched automatically. It can also achieve 2 minutes of hot water washing and rolling brush, 5 minutes of full-chain quick drying, and 70 ℃ high temperature sealing and sterilization. Fuwan Stretch Mix intelligent floor washer can be combined into flat floor washer, floor vacuum cleaner, gap vacuum cleaner, 2-in-1 combination suction and mattress mite removal suction according to the different cleaning scene.
On April 24, cloud whale also launched the annual flagship floor washer S2. Compared with S1 Max launched in October last year, the new product is equipped with 20000Pa top suction, while upgrading Max power recovery system 2.0, one-click start can instantly stimulate 5 times cleaning power; innovate hair zero winding to achieve 100% hair barrier without missing; rolling brush upgrade three-edge design to solve the corner cleaning problem. And Babbitt class self-cleaning, 65 °C high temperature ironing and rolling brush, the sterilization rate reached 99.9%.
On May 15, Hunting Technology held a new product conference of "perfect Choice" and released two series of six important new products in one breath. The new products of the floor washing machine are equipped with a number of pioneering technologies, including "active 0-winding system", "100 °C boiling water self-cleaning", "5-minute light tone constant temperature drying" and so on.
Observing the new products released by enterprises this year, we can see that the new product innovation is mainly around self-cleaning, hair winding, corner cleaning and other experience upgrades. In view of the current new floor washing machine technology, AVC analysts said frankly, "at present, we do not see subversive technological innovation, but more fine polishing of existing products to solve various pain points in the use of consumers." Make the floor washer products easier to use. "
With regard to the future technological innovation direction of the floor washing machine, the person in charge of Yunwhale said, "the new technological innovation mainly revolves around two major sections: one is to focus on cleaning and refinement to make cleaning more comprehensive; the other is to improve the degree of self-cleaning of the machine." avoid too much human participation as much as possible. "
The relevant person in charge of the Tim Ke brand said, "in the future, the technological innovation direction of the floor washer will pay more attention to the use of AI technology, develop more subdivision functions, and Tim can focus more on the hidden needs of users, starting from the actual use of users, and using new technologies to solve users' old problems'in order to create a blue sea in the 'red sea'."
In the course of the interview, a number of enterprises said that with the increasing demand for household cleaning by consumers, the market demand for floor washing machines will also grow day by day, and at present, the penetration rate of floor washing machines is low, and there is still a lot of potential consumer demand space in the market. but what needs to be faced squarely is that in the current fierce competition, only those enterprises with core technology and innovation ability can survive. The core of the enterprise is to finally return to the products, polish the products, improve the ability of the supply chain, and make a good profit, rather than losing money and fighting a price war.