当前家电主流消费趋势正发生巨变

Core Insights - The current trends in the home appliance market are shifting significantly, driven by younger consumer demographics and diverse consumer needs [2][3][4] Group 1: Consumer Demographics - The consumer base is becoming younger, particularly with the emergence of post-2000 and post-2010 generations, which presents a challenge for many appliance manufacturers who lack understanding of these groups [2][3] - The older consumer segments (50s and 60s) are being replaced by younger generations, leading to a fundamental shift in consumption patterns and expectations [3][4] Group 2: Market Dynamics - The home appliance market is experiencing increased complexity, with competition no longer being simply about market conditions but rather about understanding evolving consumer choices [3][4] - Manufacturers are facing pressure from both current economic conditions and changing consumer expectations, leading to aggressive pricing strategies that have resulted in reduced profits [3][4] Group 3: Product Trends - Different appliance categories are experiencing varied market dynamics; for instance, television shipments have declined for 5-6 consecutive years, while categories like vacuum robots and washing machines are still growing but may lack sustainability [4][5] - The kitchen appliance market is showing signs of fatigue, with new categories like dishwashers entering a decline phase [4][5] Group 4: Consumer Preferences - There is a notable shift towards rational and discerning consumer behavior, with a focus on emotional and experiential value rather than just product features [5][6] - Many manufacturers are struggling to adapt to the preferences of younger consumers, often resorting to reactive strategies rather than proactive engagement [5][6] Group 5: Strategic Recommendations - Companies need to shift their focus from product-centric approaches to understanding and catering to the experiential and emotional values that younger consumers prioritize [6] - The future success of appliance manufacturers will depend on their ability to embrace and engage with the emerging consumer groups, particularly those from the post-2010 and post-2020 generations [6]