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 Red Top Awards Committee officially launched the "2017 China Consumer Survey Report on High-end Home Appliances." This report provides valuable insights into the purchasing behavior and preferences of high-end appliance consumers across China.
According to the survey, individuals who qualify as high-end appliance consumers are defined as those in first-tier cities with a monthly disposable income exceeding 30,000 yuan, and those in other cities with a monthly income above 15,000 yuan. These consumers have either purchased high-end appliances within the past six months or a year, driven primarily by the desire to improve their quality of life and replace outdated products. A significant 69.9% of respondents indicated that enhancing their lifestyle was the main motivation behind their purchases.
Pursuing a higher standard of living often means being willing to pay a premium for quality. The report highlights that 40.8% of consumers prefer high-end TVs priced between 10,001 and 15,000 yuan; 37.1% are open to buying high-end refrigerators costing 12,001 to 16,000 yuan; 46.7% are ready to spend 8,001 to 10,000 yuan on a high-end washing machine; 34.5% are willing to invest 6,001 to 8,000 yuan on a dryer; 42.4% are looking for high-end cabinet air conditioners priced from 12,001 to 16,000 yuan; and 39.3% are prepared to spend 6,001 to 8,000 yuan on a high-end dishwasher for their kitchen.
The mindset of these consumers is clearly focused on quality over price. They prioritize health, innovation, and aesthetics, and are more inclined to pay for products that align with their values and tastes. Beyond traditional factors like technology, smart features, product quality, and brand reputation, there's an increasing demand for energy efficiency, stylish design, and personalized customization.
Looking at specific categories, the top selling points vary. For refrigerators, freshness preservation, energy efficiency, and smart control are the key factors. Air conditioners are valued for air purification, smart features, and energy saving. Washing machines emphasize sterilization, smart control, and self-cleaning functions. Over time, consumer preferences have evolved: for example, the top three features for TVs have shifted from ultra-thin design, sound quality, and large screen size to smart operating systems, sleek appearance, and luxury feel. Similarly, range hoods now emphasize low noise, self-cleaning, and efficient smoke extraction, reflecting changing priorities.
Jia Dongsheng, General Manager of Zhongyikang, believes that the core driver behind consumption upgrades is the growing desire for a better quality of life among the mainstream population. This trend not only presents new opportunities for home appliance manufacturers but also guides them toward refining their product strategies and focusing on innovation and customer satisfaction.
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