The "Red Top Award", which is known as the wind vane of domestic high-end home appliances, announced 2013-2014 including refrigerators, washing machines, air conditioners, televisions, air purifiers, dryers, range hoods, dishwashers, microwave ovens, central air conditioners, There are 13 categories of product awards including solar water heaters, electric water heaters and gas water heaters.
The newly released "China High-end Home Appliances Market Report" shows that the high-end home appliances in the minds of consumers have brand reputation, energy saving and environmental protection, and the high technical content ranks in the top three with 78.7%, 73.5% and 49.8% respectively. The attribute of intelligence has reached a 40.9% selection rate, indicating that more and more high-end consumers favor intelligent high-end appliances.
Regarding the attributes of intelligence, the "Report" has more sufficient data for the special investigation of TV categories: among the product attributes that consumers pay attention to, the intelligence ranks first in the proportion of more than 65%, and 3D and large size are also concerned. Important attribute. However, the TV brands that consumers give priority to are more inclined to Sony, Samsung, Sharp and other Japanese and Korean brands. The Samsung 65-inch UA65F9000 TV that won the "Red Top Award" shows the comprehensive properties of TV products with intelligence, large size and versatility. Called the example of high-end TV.
High-end home appliances are a symbol of high-tech connotation and the only choice for improving the quality of life. There are many statistics in the "Report" that high-end home appliances play an increasingly important role in the consumer market, and their high-priced properties are also more Recognized by the consumer.
According to the "Report" survey on the demand for high-end home appliances, the replacement accounted for 67.4%, and the pursuit of quality of life accounted for 43.70%. According to the price survey of various high-end categories, 42.8% of consumers are willing to accept 12001 yuan -200,000 yuan of TV, 53.2% of consumers are willing to accept 6001 yuan - 10,000 yuan of refrigerators, 50.3% of consumers are willing to buy 4001 yuan -6000 Yuan's water heater, 47.7% of consumers are willing to buy an air purifier of 3001 yuan - 4000 yuan.
This shows that China's home appliance market has developed into a fully competitive market. Consumers are becoming more mature and rational about high-end home appliance consumption. Consumers agree that “a penny is worth the goods†and are willing to pay for home appliances that can meet the high quality of life needs, but On the other hand, the competition in the high-end home appliance market is not to win by price, but to highlight value for money.
Another statistics show that the home appliance chain hypermarket has become the preferred channel for purchasing high-end home appliances with a 66.9% selection rate. In the past year or two, the chain storefronts are also transforming into high-end upgrades. This also proves that the high-end service and experiential purchase methods of the big chain are consistent with the demand for high-quality life. (Lv Ming)
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