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中文简体The transformation of lifestyle and consumption concepts, as well as how to grasp consumption trends and explore new growth points, are constantly being considered by major electric brands and manufacturers.
On one hand, JD.com is in contact with a large number of consumers, and on the other hand, it is closely connected with businesses and supply chains. With years of deep integration with the supply chain, JD.com has a keen insight into market consumption trends, providing consumer opinions and market guidance for major businesses. As 2023 draws to a close, JD.com has announced new trends in home appliance consumption. What are the new trends in the home appliance retail industry since the beginning of this year? Which small appliances have successfully "escaped"? What segmented tracks have emerged in the home appliance industry this year? What impact will it have on the future consumer market?
TV Trends: Game TVs and Art TVs Breaking Out of the Circle
In recent years, the television industry as a whole has entered the stock market. On the other hand, with the emergence of "homestay" scenarios, the increasing diversity of TV functions and user demand scenarios, trend categories such as game TV, art TV, music TV, mobile screen TV, and age friendly TV have emerged.
At the beginning of this year, due to its keen capture of consumer changes, JD Home Appliances collaborated with brand partners to jointly layout and promote the development of trend categories and new tracks based on user needs. Up to now, with the joint efforts of the platform and manufacturers, new growth points have been found for the TV industry to break through.
Three years ago, large screens were already mainstream in the market, and the size continued to develop in a larger direction. This year, it has jumped from 55 inches and 65 inches to 85 inches, 100 inches, and even larger. Data shows that since the beginning of this year, JD's sales of 75 inch and above large screen TVs have accounted for over 55% of the flat screen TV category, making buying large screens a more popular choice for more users.
The living room is an important reflection of family life scenes. Television is no longer just a carrier for the whole family to watch dramas, but also carries functions such as home decoration and stress relief. With the increase of screen size, functional diversification is essential. Young families born in the 1980s and 1990s place greater emphasis on social related attributes, such as televisions with gaming attributes, sensory functions, and compatibility with gaming consoles/controllers, which are highly favored by this consumer group. Since the beginning of the year, JD's game TV sales have exceeded 200% year-on-year, and "playing games together" has gradually become the preferred project for home entertainment. A new trend of mobile screens has emerged, and wireless, rotatable touch screen TVs have become a popular model this year. While unlocking the whole house scene, they have also made following TV courses to exercise a daily routine for young people at home.
What is needed is a sense of atmosphere, which is a common saying among many young people today. Art TV was born for this type of consumer group. With its ultra-thin, seamless wall tiling, and fashionable design features, art television has gradually taken on the role of art paintings, background walls, and other functions in the home, no longer being a "black" screen in the living room or room. The birth of art television has once again blurred the boundary between home appliances and home furnishings. Data shows that JD's Art TV has exceeded expectations in sales since the beginning of the year, with a year-on-year increase of over 8 times in transaction volume.
In the recently concluded JD 11/11, the trend of "large screen+intelligence+diversity" in the television industry is very obvious. Among them, 85 inch ultra large screen TVs have increased by more than three times year-on-year, 100 inch giant screen TVs have increased by more than seven times year-on-year, art TVs have increased by more than 16 times year-on-year, and game TV sales account for more than 30% of the flat panel TV category.
JD Home Appliances and Home Furnishing's black battery category procurement and sales stated that they will continue to collaborate with manufacturers to layout new trend tracks such as music TV and age friendly TV, while meeting the diversified needs of consumers, continuously creating a "multiple, fast, good, and economical" experience for users, and creating tangible value for promoting industrial upgrading and optimization to achieve high-quality development.
In the industry's view, the color TV industry still needs greater pulling force to return to the track of rapid growth. However, new growth points have emerged in some segmented tracks, stimulating user upgrades and replacements.
The trend of white electricity+kitchen and bathroom appliances: emphasizing green health and beauty
Nowadays, "staying at home" has become one of the trends. At the same time, the concept of green intelligence, health and comfort has also deeply penetrated into the minds of many consumers. After going out and returning home every day, take frequent showers to maintain personal hygiene, and change, wash, and disinfect clothes worn outside frequently; No matter how exquisite and delicious the food outside may be, it may not necessarily be as clean and nutritious as what is cooked at home, especially for families with children who value the preservation of ingredients and reduce kitchen fumes.
According to data provided by JD Home Appliances for ice washing products, the transaction volume of ultra-thin and large diameter washing machines has increased by nearly 300% year-on-year since the beginning of this year; The transaction volume of ultra-thin embedded refrigerators increased by over 300% year-on-year; The transaction volume of ultra-thin dual tank electric water heaters increased by over 150% year-on-year. With the support of the "beauty" economy, washing machines and refrigerators were once the "big items" in households. Now, the success of "slimming down" is mainly to cater to the changing taste needs of users and seek a balance between performance and aesthetics.
With the upgrading of range hood technology and changes in cooking modes, the kitchens of young families have bid farewell to the situation where their parents often suffer from "range hood", and become a space for creativity and emotional enhancement. "Young people are more willing to stay in the kitchen.". Data shows that from the beginning of this year to present, the transaction volume of JD's ultra-thin range hood has increased by over 240% year-on-year; The transaction volume of integrated steaming and baking stoves increased by nearly 100% year-on-year, and high-end and integrated stoves are gradually being recognized by users.
Green intelligence, health and comfort have become the mainstream trend in air conditioning consumption, with the proportion of first level energy-efficient air conditioners further increasing. Throughout the year, more than 2 billion kilowatt hours of electricity were saved for consumers, reducing over 230000 tons of carbon dioxide emissions. The sales volume of one in one air conditioning units, which save more space in the home and integrate with the home decoration style, increased by over 200% year-on-year; Fresh air conditioners that can purify indoor air are highly favored by consumers, with a year-on-year increase in annual transaction volume of over 750%.
It is worth noting that JD's home appliance set categories (including washing and drying sets, ice washing sets) have seen a nearly 100% year-on-year increase in transaction volume since the beginning of this year. Users have a strong demand for complete sets of home appliances, and washing and drying sets have brought new choices for home care, becoming a new trend in home care.
The pursuit of "dopamine" and the "grass planting" effect are obvious. These emerging small household appliances are favored by young people, which indirectly reflects the situation of the home appliance market in recent years. In the past, traditional large household appliances such as televisions, washing machines, refrigerators, air conditioners, and water heaters were the focus of investment for household users. However, with the improvement of living standards, these traditional household appliances have become "standard equipment", bringing convenience, beauty, and a sense of atmosphere to life Emerging small household appliances such as health have become a new field for young families and young people to spend money on. For this reason, many traditional home appliances and 3C brands have laid out the small home appliance market, forming a situation where a hundred flowers bloom together
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