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From the year-on-year sales volume of washing machines in each month of the first half of 2013, January achieved a good start, which was a year-on-year increase of 10.3%. In February, March and April, it turned into a downturn. The year-on-year growth rates were -1.0%, 1.3%, and 4.7% respectively. In May, they were stimulated by the energy-saving policies and the May 1st Golden Week, which achieved a year-on-year growth of 27.3%. After the policy exit in June, the year-on-year growth rate was 6.9%, and the cumulative growth in the first half of the year was 8.1%.
Foreign brands perform better than domestic ones
The sales of domestic brands in the washing machine market generally declined in June, while the share of retail sales of foreign brands accounted for 38.5%, an increase of 3.4 percentage points year-on-year. In June, the share of retail sales of foreign brands exceeded half of the country’s total, which was 50.3%, an increase of 3.2 percentage points year-on-year.
Judging from the confrontation between the two camps of domestic and international brands, domestic brands have always had an advantage in sales, and the performance of foreign brands in sales has always outperformed their performance in terms of volume. Sales are also an indicator that foreign brands value more. . The reason for the large difference in the amount of foreign brands' performance is that the average price of foreign brands' washing machines is higher, which is also the result of their brand premium and rouge strategy.
High-end products continue to deepen the trend <br> <br> first, washing machine average price down quickly on the amount. In June, the overall price of drum washing machines was downgraded, with the largest decrease from 5.5 to 5.9 kilograms, which was a 12.9% year-on-year decrease. The prices of other capacity segments also showed declines in different degrees. The popularization of the price of drum washing machines is also one of the main causes of its acceleration. In June, the sales volume of drum washing machines accounted for 27.9%, and the retail sales share was 49.9%, which was in stark contrast to the proportion of retail sales of 58.4% of the washing machines in the washing machine and 45.7% of the total. It can be seen that, in terms of sales volume, Washing Machine Washers still dominate the market with obvious advantages. However, in terms of retail sales, the proportion of drum washing machines in the primary, secondary, and tertiary markets has exceeded that of Washing Machine Washers and they have absolute dominant power. In the four-tier market, the share of retail sales of drum washing machines is gradually approaching the pulsator washing machine.
Second, the upward trend of large-capacity washing machines is strong. In June, the market performance of washing machines with different capacities was 6.5 kg as the watershed. The washing machines below 6.5 kg fell into different degrees of negative growth, and the mini-micro washing machines (below 4.9 kg) fell by as much as 22.0%. The monthly sales of 6.5-6.9 kg washing machines increased by 8.4% year-on-year, and the washing machines above 7.0 kg increased by a large margin. Among them, washing machines with 7.0-7.4 kg increased by 46.9% year-on-year, and washing machines with more than 9.0 kg increased by 55.9% year-on-year.
Third, the penetration rate of frequency conversion washing machines gradually increased in the first half of the year. From the cumulative data for January to June, the penetration rate of frequency conversion washing machines gradually increased. The retail sales share in the first half of the year increased by 6.4 percentage points, and the retail sales share increased by 9.7 percentage points. The share of fixed-frequency washing machines in retail sales and the share of retail sales all showed a year-on-year decline. In the first half of the year, the retail sales share decreased by 6.7 percentage points, and the retail sales share decreased by 10.1 percentage points. The dominant position of fixed-frequency washing machines is being gradually eroded by inverter washing machines.
Inverted pyramid growth in the first- to fourth-tier markets In the first half of 2013, the cumulative retail sales of the 1st to 4th-class washing machines market had an inverted year-on-year growth, with cumulative sales in the primary market growing by 9.5% year-on-year, and accumulative growth in the secondary market by 7.7% year-on-year. The cumulative growth of the three-tier and four-tier markets was 7.5% and 4.1% respectively. From the first quarter to the sixth month of the year-on-year growth of retail sales at all levels, the performance of the primary market was better than that of the overall market. In January, March, April and May, the growth rate of retail sales in the primary market was ahead of all other levels. market. From the perspective of the changes in the first half of the year, the primary market is the most flexible, and the year-on-year growth rate of retail sales is the most volatile. After the exit of the policy in June, the year-on-year growth rate of the primary market fell the most, falling from 37.8% in May. 4.0% in June.