[PConline talk] In the purchase of home appliances, different consumer groups will have different buying tendencies. For different home appliances, how are consumers' attention and product popularity distributed? Next, we will go through the data to read the consumer buying habits and selection trends of several major categories of household appliances, from the data to pry into the market trends.
TV Trends - Innovative Appeals Under Rational Growth
In recent years, Internet brands have gathered and released new smart TV products, which has brought a dose of chicken blood to the long-delayed TV industry. The speed of the industry's iterations, in the face of fierce competition, has been continuously reshaping and improving. So when we were investigating the consumption data of LCD TVs in the recent period, we obviously felt the recognition and attention of users to the larger size, higher resolution, and more unique product form and these new things.
55-inch jump mainstream, 65-inch thick hair
The trend of large-size televisions is accelerating. In just a few years, the market has experienced 30, 40, 50, and 60-inch growth in these major size ranges. Last year, it was still 50 TV TVs. 60å‹ has become the mainstream, and there are more trends leading to 65å‹.
Why do people like the big screen more and more? I think there are three aspects, first of all, large-size TV is getting thinner and thinner. Large-size TVs do not require a full set of TV cabinets or oversized TV tables for space occupancy. They can be wall mounted or even have a dedicated base directly on the floor. The attributes of large-screen and ultra-thin TVs are increasingly associated with home decoration art and become a part of new home decoration.
Second, the prices of large-size LCD TVs are getting cheaper and cheaper. Although the price fluctuations of LCD panels since last year have not been eliminated, the current price drop of 7000-8000 yuan is already very low compared with the price of 20,000-30,000 yuan in previous years.
Third, large-size TVs bring more immersive results. For a movie theater with three or five hundred inches, the television in the home seems to be stretched. Therefore, with more resolution sources and more internet content, the demand for the family “great screen†is also rising.
Price is still the focus
From the perspective of user interest in different price ranges, the price segment below 4000 yuan is the main focus. Cost-effective TV products are still liked by consumers, so the price war between TV manufacturers will continue for some time to come.
At the same time, the proportion of users in the high-end market has also grown somewhat. The amount of attention on the “Million RMB machine†has also reached 10%. Consumer upgrading has a positive role in promoting the pursuit of product quality. Under this background, Internet TV manufacturers have all tried high-end markets, and traditional manufacturers have increasingly emphasized the adjustment of high-end by-products on the basis of the original.
New concept tip
In the past, consumers mainly chose whether to purchase TVs for smart, 4K or full HD TVs. Now consumers are increasingly accepting fresh products, and they want to include “curved TVs†and “split TVs†in their purchase. Within the reference range. This keyword was still very rare a year ago.
The differentiation of television design has become the most important factor in the slow development of TV hardware technology. Consumer attention also shifts due to these differentiating elements. In particular, the arrival of "VR, AR, artificial intelligence" TVs has added a lot of fresh blood to the market.
Traditional brand is still the main force
In the LCD TV market in February, Samsung took first place with 14.55%. Sony and Skyworth ranked second and third respectively. The user’s attention was 12.15% and 10.78%, respectively, while Sharp, Hisense and LeTV took the 4th. -6 places.
On the specific products, Samsung UA55KUF30ZJXXZ received a lot of attention from users with a good reputation, ranking first; Sony KDL-50W800B, Samsung UA55HU8500 ranked second and third respectively. Comprehensive TOP list situation, the competition is very fierce.
The top three products are old models that have been market tested. The latest channel prices are between RMB 3000-6000 and the size is between 50-55 inches. Can reflect some of the popular LCD TV models in the market response and user purchases.
The empty net gradually became just needed and the competition was fierce
Introduced sales of event belts
From January to February sales, the air purifier market continued to be hot, mainly due to the frequent occurrence of haze in winter. From the popular air purifier brands in February, it can be seen that the first formation Philips topped the list with 14.35% of attention. In February, Philips launched the “Secure Blue†New Year Promotion Campaign on the national online and offline channels, and purchased Philips “Safe Blue†air purifiers to enjoy the “Spirit Blue†special car door-to-door service, allowing consumers to feel the air of Philips. Purifier products do not need to wait for long, clean air for your door.
High-end air-free is more popular with consumers
When we look at the trend of the price range of the line chart, we can see that the price segment above $4,500 is the main focus of attention. The users are generally concentrated, accounting for 32.84% of the total. Other price segments range from 2500-3500 yuan (18.82%) to 500-1500 yuan. (18.7%), the popularity is relatively high.
In fact, on September 15, 2015, the National Standards Committee approved the issuance of the newly revised national standard for “air purifiersâ€, and clearly defined the basic technical indicators for air purifiers and the signs and labels for air purifier products. The new standard has also been officially implemented on March 1, 2016. This also means that the country has an authoritative standard for air purifiers. The new "Air Purifier" national standard, in accordance with the "three highs and one low" standard, has a high clean air volume (CADR), accumulated cleaning capacity (CCM), energy efficiency level, but also requires low noise.
Spring and summer let the net out of sales winter
With the arrival of spring, haze weather also decreased, and sales of air purifiers also decreased. Consumers will determine if they need to buy an air purifier based on the frequency, frequency, and severity of the haze. From the relevant data point of view, compared to summer, autumn and winter spring air purifier retail volume and retail sales have significantly increased compared with other months. From the perspective of the development path of air purifiers, consumer acceptance of air purifier products is also increasing.
Relative to the summer, air purifier manufacturers have changed their perspective accordingly. Many people use an air purifier to have a misunderstanding that if there is no fog, there is no need to open an air purifier. Actually, many times, air purifiers are also very much needed in spring, because the composition of the air in the spring is more complicated and the impact or harm to people may be even greater. Pollen allergy, bacterial growth and a series of common spring problems will make the elderly, children, pregnant women or people with allergies in their homes even need air purifiers.
Traditional brand of washing machine maintains a strong position
Brand focus is no dark horse
For traditional household appliances such as washing machines, many people will have a brand complex. From the PConline consumer data center's washing machine monitoring data, it can be seen that Haier, Siemens, and Little Swan are the three washing machine products in January and 2 this year. Monthly attention is the top three in the list. Haier, as a traditional old-fashioned home appliance manufacturer, benefits from its extensive sales channels and good reputation accumulated in the users' hearts, and its attention is much higher than other brands.
In addition to the fourth-ranking Panasonic, the attention paid to the rest of the manufacturers' washing machine products was relatively even and did not open a big gap.
Drum and pulsator heat quite
The drum and the pulsator washing machine are the two major types of washing machines. From the PConline consumer data center's washing machine monitoring data, it can be seen that among the top 15 products in the list, there are 7 drum washing machines and 8 pulsator washing machines. The proportion of the number is quite equivalent.
Among the top-ranked products, Siemens's drum washing machine can be described as a big winner, a variety of Siemens washing machine drums can be ranked in the forefront of concern, and Haier's cost-effective impeller washing machine also occupies several forefront position. This also shows that Haier's washing machine products are more abundant, and Siemens's drum washing machines have always received strong consumer attention.
Economic washing machine more audience
From the price range to compare the degree of product attention, 1000-2000 yuan price range of products for the user's main focus, accounting for 24.54%, followed by 2000-3000 yuan price range, accounting for 19.88%, 3000-4000 yuan The proportion of attention in the price range also reached 16.71%, and the products in these three price ranges became a core area for users to understand the washing machine products.
Nearly half of the people pay attention to a capacity of more than 7 kg
Washing capacity is also a problem that consumers will focus on when choosing a washing machine. From PConline consumer data center's washing machine monitoring data, it can be seen that 47.68% of consumers will pay attention to 7 kg washing machine with washing capacity, which also indicates that the washing is too large. The capacity of the washing machine product will be the first choice for many people, and the washing capacity of 5.6-7 kg is also close to 40% of the people concerned. With other small-capacity products, the number of people concerned is much less.
From the washing capacity, we can also see that when choosing a washing machine, consumers still pay more attention to practicality. A washing machine with a slightly larger washing capacity can wash more clothes at a time, and it is more suitable for a multi-family home.
In general, consumers will pay more attention to the cost-effectiveness and practicality in the purchase of washing machines. Drum washing machines occupy a clear advantage in the mid-to-high price range. The price of washing machines is relatively lower, and it is also a more cost-effective choice for more people. .
Domestic sweeping robots are more recognized by consumers
As one of the most popular smart home appliances, sweeping robots have gradually attracted the attention of consumers. From the PConline consumer data center, we can see the changes in the market in the past one or two years. From that year, iRobot and Netato’s foreign brands have become dominant, and domestic brands have become the first choice for everyone. The first formation proscenic topped the list with 26.47% attention, and Cobos and iRobot only followed by 20.06% and 11.89% respectively. Haier, Philips, and Xiaomi have also been recognized and favored by many users. Brands accounted for 6.87%, 6.38%, and 4.83%.
As the pace of life is accelerating, people’s demand for sweeping robots is also increasing. In the past two years, sweeping robots have gradually developed and become popular. In particular, old brands that have been settled for many years have finally been well-developed, and come to prominence. Taiwan’s Proscenic is one of them. One member, proscenic is much more concerned than other competitors.
From the list of sweeping robot models that users are concerned about in February, the Proscenic SMART 790T sweeper robot has won a lot of attention from users with a good reputation, ranking first, and the machine is priced at 2,199 yuan. Traditional sweepers only use “navigation+cleaning†to deduce intelligence, and on the basis of this, the 790T can also intelligently determine the indoor environment by applying the “Doppler effect†principle and automatically adjust according to the strength of the surrounding sound. Clean power, high-powered, 360-degree rotary sweeps for some of the more dusty key areas, and standard power for some dusty areas, saving battery power and better endurance.
When consumers purchase sweeping robots, it can be seen from the trend of the price range of the line chart that the price segment of 1500-3000 yuan is the main focus of attention, and users are generally concentrated, accounting for 59.34% of the total. This zone is also the most intense battlefield for sweeping robots. At the same time, most consumers maintain a wait-and-see attitude towards new service robots and do not want to spend huge sums of money to purchase their flagship products.
The full text concludes: From a variety of data comparison point of view, no matter what kind of home appliances, cost-effective will always be easier to occupy the dominant position in the market, and some traditional brands in their own superior product areas, still has a strong strength in the The accumulation of word of mouth in the minds of consumers is not something that latecomers can catch up with. For some new product areas, such as the field of sweeping robots, the first brand involved in this field also occupies the market initiative. Although the latecomers also seem to have a good competitive strength, the manufacturers who first take advantage of the brand still have a huge market advantage. The potential impression to consumers is also obviously better. What do you think about the habit of consumers buying appliances today?
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