More than 40% of consumers are willing to buy 10,000 yuan refrigerator washing machine

On December 22nd, during the “Ninth China High-end Home Appliances Home Trends Release and Red Top Awards Ceremony,” organized by the China Household Electrical Appliances Association and the Red Top Award Committee, the committee unveiled the “2017 China Consumer Survey Report on High-end Home Appliances.” This report provides a comprehensive overview of the purchasing behavior and preferences of high-end appliance consumers across the country. According to the survey, individuals who qualify as high-end appliance buyers—those in first-tier cities with a monthly disposable income exceeding 30,000 yuan, and those in other cities earning more than 15,000 yuan—have either purchased or used high-end appliances within the past six months or one year. The primary motivations for their purchases are improving their quality of life and replacing older models. Notably, 69.9% of respondents indicated that enhancing their lifestyle was the main reason for buying these premium products. Pursuing a higher quality of life often means being willing to pay a premium. The report highlights that 40.8% of consumers prefer high-end TVs priced between 10,001 and 15,000 yuan, while 37.1% are willing to invest in high-end refrigerators costing 12,001 to 16,000 yuan. Additionally, 46.7% of people are open to spending 8,001 to 10,000 yuan on a high-end drum washing machine, and 34.5% are ready to spend 6,001 to 8,000 yuan on a dryer. Meanwhile, 42.4% of respondents are interested in purchasing high-end cabinet air conditioners priced between 12,001 and 16,000 yuan, and 39.3% are considering a high-end dishwasher for their kitchen, with a budget of 6,001 to 8,000 yuan. The desire for a better lifestyle directly influences their purchasing mindset. These consumers place a strong emphasis on health and are more inclined to invest in products or services related to wellness. They are trend-conscious, prioritize quality over price, and are willing to pay for emotional value and aesthetic appeal. Beyond traditional factors like technology, smart features, product quality, and brand reputation, there is an increasing demand for energy efficiency, stylish design, and personalized customization. Looking at specific categories, the key selling points vary. For refrigerators, the top three features are freshness preservation, energy efficiency, and smart control. For air conditioners, the focus is on air purification, smart control, and energy saving. For range hoods, the main selling points include sterilization, smart control, and self-cleaning functions. It’s also worth noting that consumer priorities evolve over time. For instance, the top features for TVs have shifted from ultra-thin design, sound quality, and large screen size three years ago to today's focus on smart operating systems, slim design, and luxurious aesthetics. Similarly, the top features for range hoods have moved from smoke extraction, self-cleaning, and ease of cleaning to now emphasizing low noise, self-cleaning, and efficient smoke extraction. Jia Dongsheng, General Manager of Zhongyikang, believes that the main driver behind consumption upgrades is the growing pursuit of a high-quality lifestyle among the mainstream population. This trend has not only created new opportunities for home appliance manufacturers but also guided them to adjust their product strategies accordingly. As consumer expectations continue to rise, the industry must keep innovating to meet the evolving demands of this discerning market.

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