How Can The Home Appliance Industry Break Through The Stock Dilemma? High Quality And High Value Hold The Key.
Recently, at the "2025 China High-end Home Appliances Value Growth Summit" hosted by AVC in Hangzhou, participants, while discussing new paths for value growth in the high-end home appliance industry in the era of stock competition, stated that only by focusing on user needs as the core, taking technological innovation as the engine, and orienting towards value creation can the industry break through the predicament of involution and achieve a leap in high-quality development of the industry.
As we all know, China, as a major global industrial manufacturing country, has a complete industrial chain, and the output value of various industrial products can meet most of the global demand. However, precisely because of this, China has become the world's top competitor in industrial products, forming an industrial "involution" led by China.
The home appliance industry, as a barometer of China's economy, after decades of rapid development, has officially entered the stock era. Coupled with insufficient driving force for replacement and the fading of the real estate dividend, the home appliance industry is facing enormous growth pressure, and various sub-categories are also under great competitive pressure.
Faced with insufficient driving force for replacement and entering the era of stock, how should the household appliance industry get rid of this predicament? Let's first look at a set of data. Even though the driving force for replacement in the entire household appliance industry is insufficient, the market size still remains stable at around 900 billion yuan. This indicates that despite the sluggish sales volume of household appliances, the sales scale has remained stable, and the quality of household appliances is continuously improving.
It can be seen from this that improving the quality and reconstructing high value in the household appliance industry is one of the strategies to get rid of the current predicament. Guo Meide, President of Aoweiyun Network, believes that the high-end household appliance market has become the only segmented field where sales volume and price have increased simultaneously. Its core lies in "high value" rather than "high price". It is necessary to meet consumers' demand upgrade from "having" to "having high quality" through multi-dimensional reconstruction of functional value, emotional value, exclusive experience value and social value.
Guo Meide suggested that household appliance enterprises should grasp the following market trends: the demand for convenience to free hands, the pursuit of extremely efficient performance, health-oriented functional innovation, AI-enabled intelligent upgrading, experience optimization with details as the key to success, and the aesthetic trend of integration of household appliances and home furnishing. They should achieve sustainable development through the industry cycle by accurately positioning target groups, creating differentiated products and scientifically pricing based on value
Therefore, as an industry organization, AVC officially released the "2025 White Paper on the Development of China's High-end Home Appliance Industry" at the summit. The white paper interprets the industry characteristics of high-end home appliance development, such as the increasing proportion of high-end product categories, the reconstruction of channel ecology, the competition among three major brand factions, and the upgrading of multiple product categories. It also focuses on six major aspects including technology-driven development and health-oriented upgrading, and puts forward development path suggestions from four aspects: corporate strategy, technological foresight, ecological co-construction, and sustainable development.
Yang Fan, founder of Baixing Home Appliance Network and a senior media professional, stated that China boasts a sound industrial chain system and a high gross domestic product (GDP). After decades of development, the home appliance industry has entered a stock era, encountering a bottleneck in growth-yet this also presents opportunities. It is an ideal time to break with the old and build the new: abandoning the previous price wars in favor of value competition, and adopting a product strategy focused on high quality, high value, and high added value is not only the core to seizing the initiative in competition but also the key to shaping the future layout.
From the transformation of China's home appliance industry to escape homogenized competition and the value reconstruction of high-end home appliances, to the in-depth cultivation of the domestic stock market and the brand breakthrough in the global market, China's home appliance industry is standing at a new starting point for high-quality development. Of course, the current economic environment still faces severe challenges, and the home appliance industry remains fraught with risks.
Nevertheless, it is still a trend for China's home appliance industry to lead the world, and the industry will continue to embrace opportunities in the future.
