Cleaning the floor has become one of the most troublesome problems of the contemporary "migrant workers".
After all, working eight hours a day is tiring enough. When you go home, you will face the ground that is difficult to clean. After cleaning, you will also twist the mop to clean the ground. With the characteristics of flexibility and easy cleaning, the floor washing machine has gradually become the best choice for contemporary young people to clean their homes.
Therefore, in the above general environment, China's clean appliances have maintained rapid growth in recent two years due to the high growth space of clean demand and consumption upgrading and other favorable factors generated by the epidemic. According to the total data promoted by AVC, the overall sales volume of cleaning appliances in the first half of this year increased by 7%, of which the floor washing machine became the largest driving force for the growth of the large market of cleaning appliances. In the first half of 2022, the retail sales volume of the floor washing machine industry was 4.2 billion yuan, an increase of 84% year on year; The retail sales reached 1.37 million, up 87% year on year.
As far as the overall pattern of the brand is concerned, in the context of the overall upward trend of the clean electrical appliance market, the competition in the track of the floor washer category has become a red sea.
With the continuous efforts of many brands, the technical functions of the floor washer are gradually improved, but there is still a problem to be solved.
Public data shows that the penetration rate of vacuum cleaners is 11% and that of floor washers is only 3% - 4% in China's clean electrical appliance market. Although the penetration rate of the floor washer has increased in recent years, it has been at a very low level. The floor washer has been stuck at about 3%, and it is still difficult to break through the ten digit growth.
This also means that for brands such as Tianke and Pursuit, the problem is that most consumers have not become "dependent" on their own products, and the penetration rate is not high. In other words, consumers do not think that floor washers are just needed products for daily use.
The reason is that, on the one hand, the traditional manual mopping method is still considered by most users to be able to meet the daily household cleaning needs.
Inadequate user awareness is the biggest challenge for the promotion of floor washers. As an emerging product, most users have a low awareness of floor washers. According to relevant research, the acceptance of land washing machines in first tier, second tier and third tier cities is much higher than that in lower tier cities; The purchasing power of young people is much higher than that of middle-aged and elderly people.
With the aging of the population in China, there is still a lot of space for the elderly to explore in their awareness of the popularity of floor washing machine consumption. However, their acceptance of intelligent products is low, and they are often willing to invite others or do their own cleaning. Moreover, the floor washing machine is lack of "aging" function, and many complex operations are inconvenient for them.
Therefore, it is also very important for major manufacturers of floor washers to develop portable, safe and easy to control products suitable for the elderly to seize this part of the market.
Second, the price war of exchanging "price" for "value" in the industry has begun to breed, which will greatly reduce the user's product experience.
It is undeniable that the entry of more and more manufacturers will enrich the products of floor washers on the market, form differentiated competition among them, promote the innovation and reform of products, and play a positive role in the market.
However, as far as the current market structure is concerned, the scrubber is still at the initial stage of high brand concentration, and the market expansion opportunities are gradually released. Although there are oligarchs like Tianke, with the subsequent competitors taking advantage of the price war to occupy the market, it may gradually split the market share of most of the leading brands.
Therefore, under such fierce market competition, the average price of the industry is bound to decline. According to the online monitoring data of AVC, compared with the second quarter of this year and the same period last year, the average price of the floor washing machine dropped from 3255 yuan to 3126 yuan, while the proportion of models in the price range below 2000 yuan reached 43.3%, an increase of 23.3 percentage points over the same period last year.
It can be seen that although the products with high price have not gained a higher share in the market, the price war has begun quietly.
However, with the continuous expansion of consumption upgrading and home cleaning concept, users pay more attention to the value of the floor washer than just the price. The price war of exchanging "price" for "value" is obviously undesirable and may collapse due to the price war.
epilogue
According to the calculation data of Ovi Cloud (AVC), the size of the floor washing machine industry is expected to be 10.5 billion yuan in 2022, an increase of 81% year on year. It can be said that the entire floor washer market has shown a thriving development trend, which will also provide the entire industry brand with expansion and growth space.
In a word, the floor washing machine has developed in recent years, and the head players Tianke and Chasing promote the continuous development of the industry by virtue of technology iteration. The next step is how to better popularize the minds of users and polish the value of products, which has become a subject for major brands to think about. We also believe that with its unremitting efforts, the floor washer will usher in a new breakthrough.