Vacuum Cleaner Industry: Challenges and Opportunities Coexist

Some people describe the vacuum cleaner market as a gold mine that is "neglected" by others. At different stages of social and economic development, different family "standard" objects will always be formed in consumer life. Under the tide of consumption upgrades, vacuum and steam cleaners are undergoing a transition from optional consumer goods to essential goods in the Chinese market.

According to AVC data, in 2018, the overall vacuum cleaner market retail sales reached 19.4 billion yuan, a year-on-year increase of 32.1%. The retail volume was 22.81 million units, a year-on-year increase of 13.8%. The sales volume of the vacuum cleaner market in 2019 is expected to reach 24.4 billion yuan, a year-on-year increase of 25.8%. Facing such a vast market, how should the vacuum cleaner industry move forward?

With the improvement of the overall consumption level, people are paying more and more attention to the quality of life. Household vacuum cleaners have become a must-have list of small household appliances for many families to start an independent life.

It is understood that the European and American regions account for 63% of global vacuum cleaner sales, while the Asia-Pacific region accounts for only 7%. Such as the United States, Japan and other countries, the popularity of vacuum cleaners is close to saturation, and the annual sales volume remains high, the market has reached the stage of maturity of necessities. While China's penetration rate is currently only 11%, the market size is far from open. As estimated by the penetration rate of necessities (>90%), the potential domestic sales of vacuum cleaners exceed 400 million units. The naked data shows that there is still huge room for development in China's vacuum cleaner market in the future.

Wen Jianping, chairman of Beijing Aowei Cloud Big Data Technology Co., Ltd. pointed out in a speech that if the maturity and development stage of the home appliance industry is divided into four stages: introduction period, growth period, stable period and oscillation period At this stage, the used vacuum cleaners is still in the transition period from the introduction period to the growth period, "China's vacuum cleaner has a huge market gap waiting to be filled."

There are media reports that the recent US consumer magazine "Consumer Report" is removing all Dyson products from its list of recommended vacuum cleaners. The reason is that consumers cannot count on the continued use of these vacuum cleaners. Their survey data shows that nearly half of Dyson's handheld vacuum cleaners will be damaged within 5 years, with a rupture rate higher than any other brand. This news attracted the attention of many people in the industry and triggered the thinking of relevant industry experts.

Li Ming, senior product director of the ecological chain of Xiaomi Company, believes that the high-end black technology of wireless handhold vacuum cleaners depends on several key indicators-sucking fast, looking at the motor, looking at AW and kPa; continuous sucking, seeing whether there is a multi-cone with no loss of suction Cyclone separation; clean up, how to discharge, see if the dust lock filter system is real, kind, and pollution-free; comfortable to suck, depending on personal preference and sensitivity.

The current mainstream products on the market include horizontal vacuum cleaners, vertical vacuum cleaners, wireless handheld vacuum cleaners, bucket vacuum cleaners, and sweeping robots. Among them, the fastest growing market is the wireless handheld vacuum cleaner. The data shows that in just a few years, the proportion of retail sales of wireless vacuum cleaners has climbed to 69.14% in the first half of 2018, and the year-on-year increase in volume is also much higher than that of wired vacuum cleaners. The above-mentioned blowout development does not happen overnight, and it is inseparable from the long-term efforts of brand companies to promote the research and development, popularization and market education of this category.