The "era of high-end smart home appliances" has arrived, and enterprises need to change lanes to take off.

China's home appliance industry, which has been growing continuously for many years, is facing the dilemma of "price-driven large-scale expansion" in the past two years.

In 2012, the financial crisis, the European debt crisis, home appliance policy withdrawal... These shocks are all stimulating the home appliance industry, many brands have difficulties, confidence index fell. But even in the environment of sluggish home appliance sales, the sales performance of high-end brand home appliances has not been affected, especially the home appliances that can meet the humanized and intelligent lifestyle are developing rapidly.

Visible, the previous routine has not worked, must build a new drive system.

Since the development of the industry, whether it is large-scale expansion or technological innovation-driven, competition will eventually return to the origin of user demand. Only by firmly grasping the consumption trend can we lead the industry. Companies that are at the forefront of domestic home appliance market competition and industrial upgrading are all passing on their leading chips through their own development experience, firmly grasping the hearts of consumers in different ways in different periods, and leading generations of users to choose.

At present, China has become the world's largest consumer of luxury goods, and the consumption of high-end home appliances has also shown a rapid growth trend. This part of the consumer groups trust the brand, like the design sense and function of the leading products, pay great attention to the consumer environment and experience.

It is not difficult to foresee that the upgrading of the industrial structure will become the main driving force supporting the growth of the home appliance industry in the future, and the high-end products in the home appliance market in 2013 will continue to be a hot spot worth looking forward.

High-end home appliances, which once eluded many people, are gradually entering the families of ordinary people.

Even in the downturn of the home appliance market this year, high-end home appliances are still bucking the trend and showing a good trend. With the improvement of the quality of life and aesthetic level, consumers are not only satisfied with the basic functions of traditional home appliances, but also the consumer demand for high-end home appliances with "high-tech technology content, humanized function and fashionable appearance design" is on the rise. Home appliances have entered the peak period of upgrading.

High-end home appliance market growth significantly

Since the beginning of this year, affected by the financial crisis and the European debt crisis, China's home appliance market has suffered successive declines, which has brought considerable shocks to the home appliance industry. Jiang Feng, chairman of the China Household Electrical Appliances Association, had predicted that the growth rate of the household electrical appliance industry would slow down to 10% ~ 15% in 2012. Affected by this, the performance of international home appliance manufacturers and many small and medium-sized brand home appliances in the Chinese market is lacklustre.

In the market downturn, the high-end home appliance market is trending well, showing a strong pressure resistance.

According to statistics from Zhongyikang, during the National Day Golden Week this year, retail sales of high-end energy-saving products such as LED TVs, inverter air conditioners, side-by-side refrigerators, and drum washing machines increased by 67.9, 49.4, 78.6, and 56.8 year-on-year. The trend will continue.

The good performance of the high-end home appliance market has not only attracted domestic high-end brands, but also boosted the confidence of international brands in the Chinese market.

How much market space is there for expensive high-end home appliances? In order to understand the consumer demand for high-end home appliances, China Home Appliance Network has commissioned a market research company in Beijing, Shanghai and other first-tier cities to survey the consumption of high-end home appliances by 1500 consumers, the results of the survey show that only 0.75 percent of people think that high-end home appliances are too expensive.

There is also the previously released "2010-2011 China Home Appliances High-end Market Consumer Survey Report" (hereinafter referred to as the "Report") survey results show that more than 90% of people have plans to buy high-end home appliances within two to three years, of which they plan to buy within half a year. 27.05 of high-end home appliances, another 35.14 of people plan to buy within one year.

According to this, industry experts predict that in 2013, the sales volume of 3D smart TVs will reach 27.16 million units; in the refrigerator market, the total sales volume of three-door, multi-door, and opposite-door refrigerators will account for 33% of the overall market.

Young groups lead high-end home appliance consumption

The questionnaire survey also goes deep into one of the most prominent consumer groups-the young people. Through the analysis of this consumer group, it is found that the combination of high-end home appliances and home design will become the future development trend.

According to the survey, 27.05 per cent of respondents under the age of 35 had plans to buy within six months and 35.14 per cent within one year, making a total of 62.19 per cent. Urban consumer groups are showing younger and personalized characteristics. The main reasons for consumers to buy high-end home appliances are the upgrading of home appliances, new home decoration and newlyweds.

This fully shows that the young group is an important potential consumer of high-end home appliances. This group advocates the organic unity of individuality and multi-elements, and is also an advocate and practitioner of new consumption concepts such as low-carbon environmental protection.

Big brands occupy the high-end market

In the high-end price value, the power of the brand can never be underestimated. This is also an important reason why home appliance companies are paying more and more attention to shaping brand image and enhancing brand tension.

The "Report" also confirmed this in the survey results of "what characteristics should high-end home appliances have". Brand reputation is most valued by consumers, with a selection rate of 76.8 percent. High technology content, energy conservation and environmental protection, and good after-sales service are also favored by consumers, with selection rates of 75.0 percent, 68.5 percent and 63.1 percent respectively. In the actual purchase, the most important factor for consumers also includes the brand, with a selection rate of 83.2 percent. Among all kinds of products, consumers give priority to high-end brands, and big brands occupy the top three of all categories.

Obviously, among all kinds of home appliances, consumers give priority to high-end brands, among which brands with good reputation occupy an important position in the minds of consumers.

"Big brands have always been the leaders of product technological progress and industrial upgrading and transformation. Especially in the field of high-end home appliances, the level of product technology content, quality, function and appearance design is at the forefront of the industry." Industry experts say that high-end household appliances must be supported by high-end brands, and the pulling force of high-end brand image can not be ignored in terminal sales, especially in the first-line market with mature consumer psychology. For enterprises entering the high-end market, it is an indispensable job to enhance brand connotation.