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After the 80s and 90s, it will become the mainstream consumer in the Chinese market, even in the home sector. Home is actually a very special field. Whether it is a house bought by the 80s or a house bought by a parent after 80, the voice of young people in the style of home is dominant. The growing variety of home appliances has made many people cumbersome to purchase. With the concept of consumers' wholehearted shopping, many brands have begun to pay attention to the complete design, purchase, maintenance and even upgrade of home appliances. From the appliance store, many young people have begun to pay attention to the overall home appliances near the peak wedding season. The new shopping concept has emerged as a whole line of home appliances that are favored by the market. According to industry insiders, for the beauty of style and quality, or the preference for individual brands, it is a fashion trend to purchase different home appliances of the same brand, which requires a brand or Enterprises provide a more complete product line. In the store, it is found that consumers pay more attention to quality and service, not just product functions. Everyone prefers international brands, high quality and fashion design, and a one-stop shopping concept. The same brand of products just meets these requirements. Consumer demand. At the same time, the same brand of home appliances will be more convenient in after-sales service. In addition, the discount of the whole set of home appliances, the number of gifts also give consumers a lot of benefits. Consumers say that product design and service upgrades are also the reason they focus on the full range of branded appliances. Industry technology continues to upgrade high-end kitchen and bathroom appliances into the market mainstream kitchen and bathroom appliances market is regarded as the last "big cake" in the domestic appliance industry. In recent years, the kitchen and bathroom appliance market has booming production and sales, product sales have accounted for the overall sales of the home appliance industry. 10%. Authoritative survey agencies expect that sales of kitchen and home appliances will grow at an average annual rate of around 30% in the next five years. Due to the rapid growth of the kitchen and bathroom industry, factors such as relatively low overall concentration and high gross profit have attracted many companies' attention and input. In the major home appliances stores, many consumers buy a kitchen and bathroom appliances, they are a full set of purchases, and the design of the entire kitchen appliances is very popular. The kitchen and bathroom appliances of the major appliance stores ushered in sales blowout during the gold, silver and silver sales. With the upgrading of technology and high-end routes, the competition in the kitchen and bathroom appliance market is becoming increasingly fierce, and its high-end trend is increasingly obvious. Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, said that as people's consumption levels improve, they need products with better quality, more fashionable, intelligent and humanized. The interview found that more and more consumers are paying more attention to high value-added kitchen and bathroom products. Take the range hood as an example. The products with more than 2,000 yuan in the urban market dominate the market. The sales of high-end range hood products of more than 10,000 yuan are very high. fast. According to industry analysts, in addition to safety and energy conservation, another manifestation of the high-end trend in kitchen and bathroom appliances is that the functions and design are more intelligent and user-friendly. For example, the operating interface of kitchen and bathroom appliances has added more intelligent electronic programs and settings, and the appearance is also diversified and humanized, which can better integrate with consumer home decoration. The chill of home appliance companies is coming. According to the latest statistics of Zhongyikang, in the first half of 2011, the sales volume of the domestic appliance market reached 612.3 billion yuan, an increase of 12.8% compared with the first half of 2010, but compared with the growth rate of 23.9% in the same period last year. In the first half of this year, the overall market growth rate of home appliances fell by 11.1 percentage points, a drop of 50%. Among them, the year-on-year growth rate of black electricity dropped from 24.9% to 1.6%. This year, the sales of home appliance manufacturers were generally lower than expected. At the same time, channel pressures increased and inventory in circulation increased. It is expected that the industry as a whole will be “translucent and cloudy, even with light rain†in the second half of the year. The general decline in sales of home appliances, in addition to the sharp decline in the growth rate of black power, the growth rate of various categories of home appliance industry showed a slowdown. White electricity dropped from 27.8% to 14.8%; small household appliances growth rate dropped from 19% to 6.1%. Air-conditioning sales increased by 30% last year, only 20.45% this year; in the first half of this year, domestic city washing machine sales increased by half, among which The sales growth of washing machines in first-tier cities has basically stagnated; in the first five months of this year, the national refrigerator market performed poorly, retail sales increased slightly by 0.2% year-on-year, and retail sales decreased slightly by 3.4% year-on-year. Although June ushered in the peak season of refrigerator sales, The growth rate is still low. From the 2011-2012 air-conditioning industry summit forum, we learned that the growth rate of terminal sales in 2011 was lower than that of enterprise shipments in various reasons. The total inventory of air-conditioning industry reached 16.2 million units. Overcapacity crisis is expected, the prospects for home appliance sales in the second half of this year are not optimistic. The annual home appliance market is about 1.2 trillion yuan, a growth rate of about 10%. However, under the overall weak sales, major manufacturers have expanded their production. Consumption in the home appliance market has been weak, and home appliance production capacity has continued to expand. The overcapacity crisis has already appeared; it will also face fierce price wars and other issues.