Sweepers, dishwashers, massage chairs and other home appliances are in high demand, leading companies are busy expanding

With the Spring Festival approaching, cleaning and health appliances such as cleaning robots, dishwashers, and massage chairs are very popular, becoming a new choice for Chinese New Year. Leading companies in cleaning appliances, kitchen appliances, and massage appliances such as Ecovacs, Fangtai, and Aojiahua have expansion plans for the new year.

Data from a third-party e-commerce platform shows that since January 4, 2022, the online sales of sweeping robots with sweeping and mopping functions have increased by 28.12% year-on-year; the order value of dishwashers has increased by more than 180%; the sales of smart-controlled single-seat sofas Compared with the "Double Twelve" in 2021, the growth rate exceeded double digits; the sales of instant smart toilets and toilet covers increased by 49%, and the sales of touch-controlled multi-functional air heaters, thermostatic showers, and electric towel racks increased by 51% and 51% respectively. 47%, 63%. And cleaning appliances with sweeping and mopping functions are also hot in the Gome New Year's Day.

According to CCTV.com, in January 2022, the order volume of a massage chair merchant in Fu'an, Fujian, doubled from the previous month, mainly in Guangdong, Shanghai, Chengdu and other places. one of the new options.

Clean electrical appliances are becoming a new driving force for the growth of the home appliance industry. According to data from Aowei Cloud (AVC), from January to November 2021, the retail sales of cleaning appliances in the Chinese market increased by 30.7% year-on-year to 27.8 billion yuan, and the retail volume increased by 3.1% year-on-year to 26.56 million units. , integrated stoves, dishwashers, refrigerators, etc. together, becoming one of the few household appliance categories that achieved year-on-year growth.

The epidemic has made people pursue a cleaner home environment, and the "lazy economy" has made self-cleaning products popular, and "functional integration + self-cleaning" has become the general trend. Aowei's data shows that in the domestic online robot vacuum market, the penetration rate of self-cleaning robot vacuum cleaners will be about 47% in 2021, and it is expected to reach 65% in 2022; floor scrubbers with functions of vacuuming, mopping, and self-cleaning mop 2021 It is expected that domestic sales will increase by 327% year-on-year, and together with sweeping robots, it will become a dual engine for the growth of clean electrical appliances.

"With functional innovation and performance upgrades, the average price of online sweeping robots has risen rapidly, and it has risen to 3,142 yuan in November 2021. It is expected that the domestic sales of sweeping robots will decrease by 10% year-on-year in 2021. The high unit price of the product and potential The contradiction between the difficult to stimulate demand is one of the difficulties encountered by the clean electrical appliance industry at present." Tian Yali, general manager of the big data business department of Aowei Cloud Network, said to the first financial reporter.

At the same time, new brands enter together, and the competition in the industry is fierce, which also makes the products tend to be homogenized. Aowei's data shows that there are 30 new brands in the field of sweeping robots and 56 in the field of washing machines in 2021. In the domestic clean electrical appliance market, there are more than 70 brands, mainly relying on more than 10 factories to produce, and the technical solutions mainly include water dust and gas dust.

Tian Yali reminded that there are still pain points for cleaning appliances that need to be further solved, such as incomplete cleaning, residual water stains, entangled hair, heavy products, breeding of bacteria, cleaning of sewage tanks, inflexible roller brushes, difficult to clean the bottom of the bed, loud noise, Coverage is low. Real-time self-cleaning, automation and intelligence of products are the development direction of cleaning appliances.

Due to optimistic about the prospect of clean and healthy electrical appliances, leading enterprises have expanded their production. Ecovacs (603486.SH) recently announced that it will invest 1 billion yuan to build a manufacturing center in Suzhou with an annual output of 12 million high-end smart living appliances, and will also invest about 1.2 billion yuan to build a 2GWH polymer lithium ion center in Huzhou battery project. Lake Electric (603355.SH) also recently announced that it plans to issue 1.2 billion yuan of convertible bonds, of which 143 million yuan will be used to add an annual output of 1.25 million small household appliances for clean environment and healthy life.

Some industry insiders pointed out that there is still room for innovation in the battery of clean electrical appliances. The polymer lithium-ion battery is smaller in size, lighter in weight and faster in charging, which is the future direction of technological development.

The leading companies of kitchen appliances and massage appliances are also ambitious. The relevant person in charge of Fangtai Group told media reporters including Yicai on January 13 that there are currently less than 3 dishwashers per 100 households in China, and the market potential is huge.

Previously, Aojiahua (002614.SZ) stated in an exchange with investors in December 2021 that the current household ownership of massage chairs in China is about 1%. Due to the combination of factors such as diversification of sales channels and an aging population, the penetration rate will gradually increase. In the future, while continuing to increase the market share of massage chairs, product innovation and promotion of small massage appliances will also be strengthened. Times Easy (688793.SH) also told investors that the domestic penetration rate of massagers is only 1.5%, and the penetration rates of South Korea and Japan are 15% and 20% respectively. In 2022, it hopes to further expand the "cake".