看似平静的洗衣机市场,今年却是激战暗流涌动

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没有受到原材料涨价深度影响的洗衣机市场,今年整体发展还将处在"稳中有进"通道中。但是行业内部一线市场上两大巨头之争却异常激烈和凶猛,而且随着资本开始介入洗衣机行业的并购整合,这将会给今年洗衣机市场注入一股外部新动力。

今年的洗衣机市场,还会那么平静吗?现在来看,一如迹象。因为从去年开始的一轮原材料涨价的风波,并未影响到整个行业的发展,也没有冲击到相关厂商一线市场的经营。

不过,来自于龙凤双巨头之争、二胎政策下的产品之变,以及资本驱动下的行业整合,这三大变量将会在洗衣机市场上持续酝酿,并有望在今年形成多股暗流涌动,影响新一轮的洗衣机产业和品牌格局走势。

平静是这几年来,洗衣机行业留给外界的最大印象。不过,在行业内部的一线市场上,两大洗衣机巨头之间的争夺却是异常激烈。今年,这两大巨头的较量还将继续,并且贴身肉搏会更加的激烈。

都说"老大与老二打架干掉老三"。但是最近两年多以来,在洗衣机行业,两大巨头的争夺却是推高整个行业的进入门槛,淘汰了一大批的小工厂、小品牌。甚至让大量的二三线洗衣机工厂都面临着"生存空间"不断被压缩的感觉。

今年随着两大巨头在市场份额上的差距越来越小,在一轮"你攻我防"的商业博弈中,双方围绕产品、市场、价格,以及营销手段、产品概念和商业渠道的争夺将更为激烈。最终双方抢夺的不是对方的蛋糕,而是大量二三线同行的市场份额。

在海尔美的两大洗衣机巨头的龙凤斗中,带来的结果不只是市场和品牌份额越来越集中,另一个成果则是产品的技术升级和功能创新也越来越快。

洗衣机这两年来的创新方面,一个是围绕洗涤过程中的干净和安静,各家已经是口水战不断、概念花样层出不穷,包括免清洗、自清洁、桶自洁、免污洗、分区洗、真空洗等等;另一个则是围绕洗衣机的智能控制,虽然起步慢但发展快,目前洗衣机的智能化市场推广速度,已经超过冰箱行业。

除了洗衣机自身的功能和技术创新,来自于用户的一个重要需求和风口,也将主导这个产业的风向:一是,生活水平提升下,带来的大人小孩分区洗,以及雾霾持续下的洗干一体机;也就是说一机两筒、一机三筒,以及洗干一体机,甚至是干衣机,都会成为厂商争夺的利润风口,获取更高的利润空间;

二是,二胎政策放开之后的家庭洗涤量增加,带来的家庭第二台洗衣机的需求增强。那么如何与家庭现有的洗衣机形成互补,是滚筒,还是波轮?是大容量,还是小体积小容量?这些都将考验着洗衣机厂家的用户调研能力和需求满足能力。目前来看,手拎式,墙挂机洗衣机,都在引爆;

在很多人没有在意的时候,一轮资本正在朝着洗衣机这个平静成熟而又稳定多年的行业悄然袭来。这似乎是一些局外人想快速切入这一领域的捷径了。要知道,在洗衣机行业,除了海尔、小天鹅、西门子、松下、惠而浦这些至今活跃在领军行业的大品牌,还有一些相对低调却质地优良的老品牌。

过去几年,资本并购主要是中国企业在全球市场的常用伎俩。比如海尔买下GE家电,美的收购德国库卡,以及海信收购北美夏普等等,均是如此。但是,在中国洗衣机市场上,还有少数曾经的领军企业,如今虽然没落,但品牌、产品和市场基础仍然存在。

很快,在中国洗衣机市场上,就会上演一场资本收购潮。这虽然超出很多人的想象,却是这个市场当前不可忽视的一股变革力量!


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