In the past decade, Chinese consumers primarily focused on the functional performance, energy efficiency, and pricing when choosing refrigerators and washing machines. However, over the last ten years, even older generations have started to prioritize product quality, cleanliness, and advanced features. Terms like “bacteria-free†and “smart technology†have become increasingly popular, reflecting a significant shift in consumer demand that is reshaping the entire refrigerator and washing machine industry. In this evolving landscape, companies that anticipate these changes are positioning themselves for long-term success.
According to Avi Cloud (AVC) data, the Chinese washing machine market saw a total sales volume of 36.88 million units in 2017, representing a 1.4% year-on-year increase, with sales reaching 71.9 billion yuan, up 6.2% from the previous year. Meanwhile, the refrigerator market recorded 33.76 million units sold, a slight decrease of 0.6%, but with sales rising to 93.9 billion yuan, an increase of 3.9%.
Despite rising raw material costs, which put pressure on production costs, both the refrigerator and washing machine markets maintained stability in 2017, thanks to the dual forces of consumption upgrades and replacement demand. The refrigerator market saw a minor decline, while the ice-washing sector remained resilient.
Beyond just scale, the ice-washing market also experienced structural upgrades. Consumer demands evolved from basic functionality to more advanced experiences, driving innovation in product design and feature development. At the same time, high material costs made large-scale operations challenging, pushing companies to focus on industrial restructuring, new sales strategies, and improved profitability.
From a demand perspective, the trend shifted from simple replacement to a pursuit of enhanced user experience. Consumers now seek not just convenience, but also health benefits, better aesthetics, and personalized options. Online shopping has become a standard behavior, and younger generations are more brand-conscious, expecting higher quality and more innovative solutions.
The second-child policy also played a role in shaping the market. With an increase in births, there’s a growing need for baby care appliances, especially those with sterilization, hygiene, and fresh-keeping functions. This has intensified the demand for healthier home appliances.
Under the influence of “replacement + consumption upgrade + structural transformation,†the ice-washing market is moving toward big brands that lead in innovation. TCL has taken the initiative, focusing on health and lifestyle, launching a range of new products that reflect its commitment to quality and user satisfaction.
TCL Ice Wash has emerged as a rising star in the industry. Since 2013, with a massive investment in the Hefei Industrial Park, it has steadily gained market share. By 2016, TCL's refrigerator and washing machine sales showed impressive growth, with 24.7% and 93.2% increases respectively.
Relying on strong R&D and manufacturing capabilities, TCL has continuously introduced innovative products addressing real-life consumer needs. For example, their washing machines have been redesigned to prevent secondary contamination by isolating dirt and bacteria, offering a truly "pollution-free" washing experience.
In refrigeration, TCL developed inverter air-cooling technology that rapidly cools food while preserving freshness and nutrients. Their advanced technologies include negative oxygen ion purification, ensuring a clean and healthy storage environment.
TCL's focus on health and lifestyle has made it a leader in the industry. Its products cater to modern families' needs, combining convenience, style, and well-being. With continued innovation and a strong emphasis on customer service, TCL continues to grow and shape the future of home appliances.
Looking ahead, the refrigerator and washing machine markets are expected to see modest growth in 2018, with increased demand for differentiated and high-quality products. As consumers become more conscious of health and lifestyle, TCL is well-positioned to lead the next phase of industry evolution.
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