Floor scrubbers becoming a new favorite in home appliance consumption industry: industry concentration will increase

Recently, the 99th Consumer Electronics Exhibition (IFA) in Berlin, Germany was held, attracting over 2000 exhibitors from 48 countries and regions worldwide. Cleaning companies from China made a collective appearance, showcasing innovative cleaning appliances such as sweeping robots, washing machines, and window cleaning robots, dazzling European buyers and consumers.

According to market research firm AVC, the global clean electrical appliance market achieved sales of 27.622 billion US dollars in 2022, a year-on-year increase of 3.5%; From the perspective of growth rate, the growth rate of emerging categories is higher than that of traditional categories. The growth rates of broom robots and vertical vacuum cleaners (mainly including floor scrubbers due to caliber changes) are 9.4% and 14.9%, respectively, far exceeding traditional categories.

According to market research firm GFK, the market size of China's clean electrical appliances market has increased from 2.9 billion yuan in 2012 to 34.8 billion yuan in 2022. Over the past decade, the market size has expanded 12 times, with an annual compound growth rate of 28.2%, far surpassing the overall 2.3% annual growth rate of the Chinese home appliance market during the same period. According to research by this institution, as of 2022, the Chinese market has formed a dual engine driven pattern of base station type sweeping robots and washing machines, both of which have market sizes exceeding the 10 billion yuan mark.

Industry experts believe that with the changes in people's consumption concepts and the upgrading of consumption structure, the future in the clean electrical industry will further test brands' rapid response to user needs. The research and development end should not only have sharp market insights, but also have sustained innovation.

In response, Hu Bin, the R&D leader of Chase Technology's floor scrubber product, stated that in order to meet the diverse needs of consumers for healthy home furnishings, the machine configuration was updated when the new floor scrubber product Chase H30 was launched, providing better solutions for cleaning power, self-cleaning power, and convenience.

Hu Bin introduced that in communication with users, the major pain points for cleaning needs are: dry and wet garbage suction and stubborn stain treatment, hair brushing and self-cleaning, and machine sewage tank cleaning.

He stated that in response to the pain points of users, the Chase H30 adopts an aerospace grade motor with a speed of 98000 revolutions per minute, which can wipe the ground 520 times per minute, and has a super large suction force of 16KPa; In terms of hair cleaning, the efficiency of hair cleaning is improved through comb structure and anti winding technology of forward and reverse rotation; In terms of self-cleaning, better self-cleaning effects are achieved through the application of antibacterial and sterilization technologies such as 60 ℃ hot water washing and rolling brush, hot air quick drying, and silver ion injection molding.

Hu Bin stated that liberating hands is becoming a common necessity for modern consumers. The future trend of base station type floor cleaning opportunities is to connect the floor washing machine with water supply and drainage. After users drag the floor, they can put the floor washing machine back to the base station to start self cleaning and automatically discharge sewage, avoiding manual cleaning by users, which is more time-saving, labor-saving, and worry free. Moreover, base station type floor scrubbers are more suitable for coordinating with the home decoration market, making them a part of home decoration as soon as possible. He believes that with the maturity and popularization of full house intelligence, as well as the transformation of the lifestyle and consumer demand of the newcomer group, there is huge market space for intelligent cleaning appliances in the future.

According to AVC data, in the first quarter of 2023, the sales and sales of floor cleaners increased by 43.4% and 62.3% respectively year-on-year, becoming a dark horse in the home appliance industry. Meanwhile, data shows that there are currently nearly 200 brands of floor scrubbers on the market, with at least 24 new products launched every month, indicating a trend of intense competition.

Regarding this, Hu Bin judged that in the next few years, the floor washing machine market will undergo a major reshuffle, and the truly competitive ones will be top enterprises with endogenous power and high R&D investment. In the future, the market may focus on several major professional brands.