疫情影响 2020 年 Q1 洗衣机市场零售量下降 27.8%

2020 年第一季度已经过去，受疫情影响，家电行业洗衣机市场规模大幅度下滑。据家电调研机构奥维云网 (AVC) 推总数据显示，2020 年一季度中国洗衣机市场零售量为 600 万台，同比下滑 27.8%，零售额为 105 亿元，同比下降 35.9%。其中线上市场还好，线下市场受到的冲击较严重，零售量、额分别下滑 51.4%、50.8%。

洗衣机的安装属性拖累其市场表现，但是鉴于洗衣机使用粘性较强，同时产品的杀菌消毒功能完善，尤其是滚筒产品普遍配备加热洗涤功能等因素，市场降幅居中，在整体白电市场中不算最惨的。白电整体方面，据奥维云网 (AVC) 推总数据显示，白电整体一季度零售额降幅在 45% 左右，市场规模遭受重挫。

在疫情的作用下，居民的健康防护意识将快速提高，具备高温洗涤程序的滚筒洗衣机以及加热洗的波轮洗衣机将成为市场热点产品，疫情结束后，市场教育程度加深，消费者对健康洗涤将更为关注，健康概念下，传统高温除菌产品、其他多种除菌方式产品、分类洗产品、迷你洗衣机产品都将获得发展机遇。

从细分市场中不难发现，洗衣机市场仍具有较高的结构升级空间。伴随生活习惯中机洗的范围不断扩大，以及烘干需求的日益增长，洗衣机市场形成了以「洗烘一体 + 大容量」的滚筒产品和「变频 + 大容量」的波轮产品为核心的双驱动发展态势。

随着各行业复产复工率逐步提升，国内零售端市场也将逐渐被激活，后续市场有望改善。
The epidemic affected the retail sales of Q1 washing machine market by 27.8% in 2020
The first quarter of 2020 has passed. Affected by the epidemic, the market scale of washing machines in home appliance industry has declined substantially. According to the data pushed by AVC, a household appliance research organization, the retail volume of China’s washing machine market in the first quarter of 2020 was 6 million units, down 27.8% year on year, and the retail volume was 10.5 billion yuan, down 35.9% year on year. Among them, the online market is good, and the offline market has been severely impacted, with the retail volume and volume down 51.4% and 50.8% respectively.
The installation property of washing machine hinders its market performance. However, due to the strong viscosity of washing machine and the perfect sterilization and disinfection function of the product, especially the fact that the roller products are generally equipped with heating and washing functions, the market decline is in the middle, which is not the worst in the overall white electricity market. On the whole, according to AVC data, the overall retail sales of white power fell by about 45% in the first quarter, and the market size suffered a sharp decline.
Under the effect of the epidemic, the residents’ awareness of health protection will be improved rapidly. The roller washing machine with high temperature washing procedure and the wave washing machine with heating will become the hot products in the market. After the epidemic, the market education will be deepened, and consumers will pay more attention to the healthy washing. Under the concept of health, traditional high temperature sterilization products, other products with multiple sterilization methods, classified washing Products, mini washing machine products will get development opportunities.
It is not difficult to find that the washing machine market still has a high space for structural upgrading. With the continuous expansion of the scope of washing in our daily habits and the growing demand for drying, the washing machine market has formed a dual drive development trend with the core of “washing and drying integrated + large capacity” roller products and “frequency conversion + large capacity” wave wheel products.
With the recovery rate of various industries gradually increasing, the domestic retail market will gradually be activated, and the subsequent market is expected to improve.