From domestic "rolling" to overseas, clean electrical appliance brands compete for a new "battlefield"

Recently, the "Flower and Youth Silk Road Season" premiered. The first stop of the delegation was Saudi Arabia, one of the co founding countries of the "the Belt and Road". While appreciating the cultural customs of Saudi Arabia, the delegation also went to the local "Made in China" in Saudi Arabia to feel the strength and wisdom of China. In the program, Hua Shaotuan experienced the sorting and delivery processes of Chinese express delivery in Saudi Arabia. During the delivery, they discovered that products such as Chinese made sweeping robots are highly favored by local people in Saudi Arabia.

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In recent years, the clean electrical appliance market in China has developed rapidly, with sweeping robots and washing machines becoming new focal points in the home appliance market. Enterprises are becoming increasingly competitive in terms of product functionality, performance, service, price, marketing, and other dimensions. Faced with the increasingly fierce competition in the domestic clean electrical appliance market, enterprises are starting to explore new incremental opportunities overseas.

The domestic market competition is becoming increasingly fierce, and enterprises are exploring incremental opportunities overseas

After several years of high-speed development, the growth rate of the clean electrical appliance market has slowed down. According to the overall data released by AVC, in the first half of 2023, the total retail sales of clean appliances in the domestic market were 10.92 million units, a year-on-year decrease of 8.9%, and the retail sales were 15 billion yuan, an increase of 3.1% over the same period. The combination of "sluggish growth" in the market and the quality upgrading of "volume reduction and volume increase" means that the internal competition in the clean electrical appliance market is becoming increasingly severe.

Whether it is innovative layout in key technologies such as motors, control, intelligence, battery management, etc., implementing core technologies such as human-computer interaction, artificial intelligence, navigation, and path planning into products, achieving advanced improvements in intelligence, cleaning ability, battery life, and performance stability. It is still better to choose influencers and other celebrities as brand endorsements, leveraging celebrity influence to generate widespread influence and recognition. Enterprises are constantly improving user perception to create demand and leverage market development through supply.

In addition, at the service level, various enterprises are also constantly building their own competitive barriers. A certain industry researcher told China Home Appliance Network that the company's services have now reached the level of no reason to return or exchange goods (including shipping fees) within 7 days, This right itself is actually covered by the Consumer Protection Rights Law, but now many companies are vigorously promoting it in order to increase sales, which has led to many consumers buying products from different brands for trial use and then returning unwanted products. This "roll up" service behavior not only leads to a high return rate of clean electrical products, but also brings certain cost pressure to enterprises, Because products are not as simple as restoring factory settings with just one click, it depends on the level of consumer use. Cleaning electrical products are usually used with water added, and after being returned, companies generally need to thoroughly clean them before selling them again

It can be seen that the competition among various enterprises in the market has expanded from product functionality to marketing, service, and other dimensions. At the same time, with the demand for health, comfort, and hands-free catalysis, the clean electrical appliance market has been able to outperform the home appliance market in recent years. However, it is undeniable that the current penetration rate of clean electrical products is still not high. market