2020 "Double 11" Environmental Health Home Appliance Market Summary

As the most important promotional node of the year, this year's Double Eleven shopping festival has once again achieved great success across major platforms. However, a closer look at specific product categories reveals a sluggish growth in home appliances this year. Due to the epidemic this year, businesses are facing increased pressure, and the online market has become the focus of the industry. Therefore, price wars have been ongoing since the beginning of the year, with continuous online promotional activities. Coupled with the extended promotional period this year, with sales starting as early as November 1st, consumers have become increasingly desensitized to promotional activities. In the environmental appliance market, except for relatively low-base, high-intelligence, and seasonal products that still show relatively objective growth, other categories have experienced sluggish growth or even negative growth. To this end, Aowei Cloud Network (AVC) has conducted an inventory of the Double Eleven market based on the market conditions of various categories, and the report is as follows:

Water Purifiers: Although the overall industry showed positive growth during this year's Double Eleven promotional period, the growth rate did not meet expectations. According to Aowei Cloud Network (AVC)'s total online data, the online scale of water purifiers in weeks 44-46 of 2020 reached 1.54 billion yuan, with a year-on-year increase of 6.8%, a growth rate far lower than the same period in 2019. From the perspective of individual brands, those that leveraged live streaming, pre-sales, and continued to adopt a high-configuration, low-price strategy maintained relatively high growth rates. However, some brands with insufficient market investment experienced declines or even zero sales. From an industry perspective, the current water purifier market competition has passed the initial stage, and the overall market share is beginning to concentrate among leading brands, marking the start of the online industry reshuffle.

Air Purifiers: According to Aowei Cloud Network (AVC)'s total online data, the total scale of air purifiers during the promotional period reached 730 million yuan, a year-on-year decrease of 3.5%, with sales volume reaching 471,000 units, a year-on-year decrease of 4.4%. Affected by the epidemic, consumer demand for disinfection and sterilization products has increased, and the penetration rate of sterilization technology in air purifiers is also constantly rising. In addition, the share of air sterilizers has also slightly increased. In terms of marketing methods, live streaming has become an important tool for brands to quickly increase their market share.

Cleaning Appliances: This year's Double Eleven saw significant growth in cleaning appliances. Aowei Cloud Network (AVC)'s total data shows that the online retail sales reached 5.03 billion yuan, a year-on-year increase of 55.3%, with retail sales volume reaching 5.347 million units, a year-on-year increase of 25.8%. In terms of brand market performance, the vast majority of brands showed impressive results. It is worth mentioning that new brands such as Tineco and Yun Jing, with their products addressing consumer pain points such as washing machines and self-cleaning sweeping robots, became popular dark horses during Double Eleven. From the perspective of consumer purchases, consumers are more inclined towards new products, and during Double Eleven, the sales of newly launched products accounted for as high as 59.5%.

Electric Heaters: According to Aowei Cloud Network (AVC)'s total online data, during the 2020 Double Eleven promotional period, the retail sales of electric heaters reached 1.05 billion yuan, a year-on-year increase of 16.4%, with a retail sales volume of 3.577 million units, a year-on-year increase of 7.1%. This year, live streaming has become commonplace, with each brand conducting live streams on average every two hours. Leading brands also leveraged Weiya's live stream to promote new products, achieving significant results in new product promotion. Driven by new brands and the promotion of high-priced new products, the market share of warm air machines saw a significant increase this year. Simultaneously, the increase in new products using new heating materials like graphene and products with combined functions led to an increase in the proportion of mid-range and high-end electric heaters.

Smart Toilets: This year's Double Eleven saw unprecedented promotional efforts for smart toilets, with rock-bottom prices and various buy-one-get-one-free promotions. In terms of product structure, the retail sales of integrated toilets accounted for 70.8%, a significant year-on-year increase. In terms of channel distribution, the sales proportion of integrated toilets and toilet lids in professional e-commerce channels has increased. The concentration of top brands in both categories has increased, with the ranking of integrated toilet brands showing greater fluctuations, while Panasonic's market share in toilet lids has further solidified. In terms of price distribution, the trend towards lower-end toilet lids continues, while the price distribution of integrated toilets is more dispersed, with the share of ultra-low-end and ultra-high-end products increasing this year's Double Eleven.

Garment Steamers: According to Aowei Cloud Network (AVC)'s total online data, during Double Eleven, the online retail sales of garment steamers reached 260 million yuan, a year-on-year decrease of 11.5%, with retail sales volume reaching 1.447 million units, a year-on-year decrease of 15.1%. In terms of best-selling models, products with high appearance, high performance, and novel designs were more popular among consumers. Some older models saw significant price reductions during Double Eleven, offering excellent value for money and achieving impressive sales. In terms of price distribution, products under 200 yuan still account for the majority of the market, but their share has declined, while the market share of products over 1,000 yuan has grown rapidly.