In the second quarter of this year, the performance of each major home appliance sector on the JD.com platform was more differentiated. The performance of each segmented sub-segment in the second quarter of this year had its own bright spots, and some categories even experienced major changes in the market structure.
In this issue, we will take the lead in analyzing the changes in the industry market of JD.com’s four major home appliance categories. We will analyze from the perspective of the industry market, quarter-on-quarter (comparison with the previous quarter), year-on-year (comparison with the same period last year) and other dimensions.
"Air conditioners are the "top stream" in Q2, and sales doubled."
Except for air conditioners with high seasonal prosperity, the rest of the major appliances basically showed a downward trend in the second quarter of this year. However, compared with last year, the white goods market as a whole was sluggish, and the sales scale declined to varying degrees.
In the Q2 quarter, air conditioners, as the “top stream” in the major home appliance sector, remained hot in the market, sales volume increased by 139% from the previous quarter, and sales increased by 117% from the previous quarter.
Under such a supply and demand relationship, major brands have seized market traffic through preferential activities such as price cuts. Before and after a major promotion node, that is, before and after the 6.18 promotion, the price of the air conditioner market fluctuated greatly, which generally lowered the average price of the Q2 air conditioner market, which fell by about 9% from the previous quarter.
But can not escape the home appliance market environment. Compared with last year, Q2 air conditioners were not in a good mood, sales fell by 11% year-on-year, and sales fell by 8% year-on-year.
The market structure remains basically unchanged. Gree and Midea are still the two giants, accounting for more than 46% of the market. The second echelon includes Haier, Oaks, Hualing, Xiaomi, etc., with a market share ranging from 5% to 10%.
"The heat of the refrigerator is lower than that of the air conditioner, but it barely maintains a positive growth"
In Q2, the heat of refrigerators was not as high as that of air conditioners, but the overall data still showed a steady positive growth. Compared with the previous quarter, this year's Q2 refrigerator sales increased by 10% year-on-year, and sales increased by 2% year-on-year. Compared with last year's Q2, this year's refrigerator sales fell by 7% year-on-year, and sales fell by 6% year-on-year.
The change in market average price is similar to that of the air conditioner market. The overall average price has declined, and the price has dropped by about 7% from the previous quarter. The average price in Q2 is about 2,200 yuan.
The market structure is basically the same as before. Haier ranked first, accounting for about 30% of the market. Followed by Midea and Rongsheng, the market share is 17% and 14% respectively. The market share of other brands is less than 5%.
"The washing machine market has declined as a whole, and prices below 500 yuan have become popular."
In the second quarter of Q2, for the washing machine market, which is not so strong in terms of seasonal attributes, the overall development of this year is not satisfactory, and the results are not satisfactory whether it is quarter-on-quarter or year-on-year. Q2 washing machine sales fell 19% month-on-month, sales fell 13% month-on-month, and sales fell 5% year-on-year.
Compared with the previous quarter, the average market price of washing machines in Q2 has rebounded, and the average market price is around 1,650 yuan, an increase of about 7% from the previous quarter. However, the impact of high-end washing machines is insufficient this year. On the contrary, basic and small washing machines within 500 yuan are very popular among consumers.
In terms of market structure, Little Swan made some efforts in the Q2 quarter, and its market share increased by about 2%. However, the overall sales of Haier, which ranks first, has declined, falling by 24% from the previous quarter, and its market share has fallen by more than 3%. Other brands with acceptable sales performance include Midea, Panasonic, Siemens, Commander, etc.
"The structure of the flat-panel TV market has changed suddenly, and Xiaomi has fallen from the "altar""
In Q2, flat-panel TVs were the only category with positive year-on-year sales growth compared with last year. From the chain point of view, flat-panel TV sales fell 33%, sales fell 18%; from a year-on-year point of view, sales fell 15%, but sales increased by 3%.
This also means that high-end priced flat-panel TVs are more popular in Q2. The average market price has risen by 22% directly on the basis of Q1, and by 21% compared to last year.
It is worth mentioning that the pattern of the color TV market has changed quietly this year. Xiaomi, which has dominated the list for a long time, was overtaken by TCL and Hisense. Especially for TCL, its sales increased by 80% year-on-year, and its market share also increased by about 3%. However, the sales of brands such as Xiaomi and Huawei have declined, and Xiaomi's market share has also dropped by 4%.
The above is the sales data analysis of JD.com’s major appliances in the Q2 quarter of this year.
Later, Whale Staff will successively launch market insight and analysis content of various subdivided home electronics sectors such as black appliances (except color TVs), kitchen and bathroom appliances, small appliances (kitchen appliances/personal care appliances), environmental appliances, and cleaning appliances. , stay tuned.
The above data comes from the Jingdong e-commerce data analysis platform. If you want to view the sales data (industry/brand/store/commodity/monitoring) of all categories of JD.com (Taobao/Tmall), please search for "Whale Staff e-commerce data" , or direct comments, messages and private messages (interface docking is also available)~