High-end dialogues to monitor the trend of high-end home appliance market in China

On the afternoon of March 21st, China Household Electrical Appliances Association and GfK jointly held the “China High-end Home Appliances Development Forum” at the exhibition. Representatives from industry associations, Bosch-Siemens, Haier’s manufacturers, and GFK representatives on high-end home appliances in Europe and China The comparison conducted a high-end dialogue.

In recent years, with the escalation of consumer demand in China and the improvement of the technology level of China's home appliance companies, domestic consumer electronics appliances have gradually shifted to the high-end market. Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, believes that the high-end home appliance market in China has just entered the initial stage compared to the mature high-end home appliance market in Europe. Correspondingly, the concept of "high-end home appliances" has just been established by Chinese consumers, but it is still not very clear. Although some domestic manufacturers have launched a series of high-end home appliances, compared with high-end home appliances in European mature markets, there is still a wide gap between our products in terms of technology, industrial design, and marketing. Therefore, we need to understand the operating experience of foreign classic home appliance manufacturers at this time.

At the forum, Friedemann, general manager of GfK's global white goods, shared the development history of high-end home appliances in Europe. He believes that high-end home appliances must first be high-quality products. At the same time, this product should be unique and costly. In the product display, we must use some special display methods to highlight the high-end products. At the same time, the prices of these high-end home appliances should be consistent across all channels. “Never go for price promotions. This is a poison.” Friedemann cautioned his Chinese counterparts.

President of Bosch-Siemens Appliances China, Geick, believes that changes in consumer housing structure, the overall kitchen structure, the change in the status of the kitchen in the home, changes in consumer lifestyles, and other factors have combined to affect consumer demand for home appliances. The consumer's consumption trend is that high-end brands must pay attention to it, and product innovation must be used to satisfy consumer demand for products.

Idea Collision, Wonderful View Friedemann: (General Manager of GfK Global White Appliance Products)

To distinguish what consumers think and what their actual needs are, these are two different categories. There is a difference. It is important to understand this difference in the development of products and market development.

Zhu Jun: (Deputy Secretary-General of China Household Electrical Appliances Association)

The high-end home appliance market in China has been gradually formed. There are some high-end consumer electronics consumers in China, but the consumption channels and consumption methods are still relatively vague. High-end consumer groups need enterprises to arrest, and global high-end home appliance brands enter the market together to cultivate and grow together.

Wang Weiqing: (Wang Xiqing, Sales Director of Bo Xi China Vice President)

High-end home appliances are an interpretation and display of high-quality lifestyles. Future kitchen appliances, especially embedded appliances, should have very good development space. At present, domestic high-end home appliances channels have no clear status, and the industry must work together to cultivate high-end markets.

Feng Feng:(Global Marketing Director, Kaisaldi, Haier Group)

High-end home appliances are not a simple product satisfaction for consumers, but a differentiated individual satisfaction. In addition, how to combine internationalization and localization is also crucial.

Lu Shenghua: (China's national power grid editor)

Manufacturers should pay attention to changes in consumer groups, especially after 80 and 90 have become the main buyers. They obtain 70% of product information mainly from the Internet. Enterprises must have new era characteristics in the marketing of high-end products.

Zhou Qun: (GFK China Sales Director Zhou Qun)

There is demand for high-end home appliances in the Chinese market, but this demand is not clear, thereby weakening the segment of high-end home appliances. On the one hand, Chinese manufacturers must pay attention to the international advanced experience, on the other hand, they must also pay attention to the trends of local consumers.