The growth rate of the floor washing machine market slows down, surpassing the sweeping robot to lead the market share

According to GfK data, as of the first half of 2023, the growth rate of the cleaning appliance market is gradually slowing down, with retail sales increasing only 5.5% year-on-year, reaching 17.7 billion yuan

In the past three years, cleaning appliances Retail sales of electrical appliances have remained stable with double-digit growth, and the industry is booming. However, as the growth rate of the cleaning appliance industry slows down, the industry is experiencing some new changes

Currently, floor washing machines have replaced sweeping robots as the leader in the cleaning appliance market. Sweeping robots have long been a star product in this market. With their excellent cleaning capabilities and convenience, they have become the first choice for many families to purchase cleaning appliances. However, with the emergence of floor washing machines, with their features of "drag and wash" functions, they quickly occupied the market share of sweeping robots and became the main driving force for the development of the cleaning appliance industry

According to GfK data, in the first half of 2023, floor washing machines surpassed sweeping robots in market share, accounting for 40.1%, with a year-on-year growth rate of 32.9%, and ranked first in the sub-category . In comparison, the market share of sweeping robots is 35.9%, down 0.6% year-on-year

As consumers become more rational, consumption gradually returns to value orientation, and the consumption trend shows that low-end and high-end products continue to Hot-selling polarization phenomenon. Against this background, the industry has seen an obvious polarization of consumption, with the sales proportion of low-end and high-end products gradually increasing. The proportion of the mid-to-low-end market (1,500 yuan) in the cleaning appliance market rose to 34.6%, an increase of 10 percentage points compared with the same period last year. At the same time, the high-end market share of 3,500 yuan to 5,000 yuan (including 4,000 yuan) has also increased, accounting for about 36%. This situation is easy to understand. In order to attract mass consumers, brands should target lower-priced entry-level products and create cost-effective standard products to expand market share. On the other hand, the increase in the market share of high-end products shows that some consumer groups pay more attention to product quality and are willing to buy more refined and powerful products. Therefore, products that meet the needs of these consumers should be more segmented and equipped with higher configurations

However, it should be noted that there is no absolute "king" category in the cleaning appliance industry. As time goes by, there will continue to be New and brand-new categories have emerged, such as sweeping robots before and floor washing machines now. This occurs because as a product's popularity increases, its shortcomings become more apparent. The current floor washing machine has the problem that it is difficult to balance the cleaning effect and the portability experience

Therefore, cleaning appliance brands need to make full use of the benefits brought by the floor washing machine and prepare for the next round of product innovation based on user needs

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