洗衣机「分区」混战，美的选择另辟赛道

Core Viewpoint - The article emphasizes that the ultimate goal of the "partition washing" trend is not merely to increase the number of washing drums but to alleviate health-related anxieties among consumers [2][17]. Market Dynamics - The washing machine market is shifting from focusing on "spin speed" and "capacity" to "partition washing," driven by consumer demand for healthier living [2][5]. - The penetration rate of multi-drum washing machines in the online market surged from 3.2% to 9.5% within two months, indicating rapid growth in this segment [5]. Consumer Demand - There is a growing consumer preference for health-oriented washing solutions, particularly among families with infants and young children, moving beyond the basic requirement of cleanliness to effective disinfection and prevention of cross-contamination [8][9]. - A market survey revealed that 75% of consumers prioritize "health" as the main factor when purchasing partition washing machines, significantly outweighing concerns about the number of drums [9]. Competitive Landscape - Major brands are competing in the multi-drum space, with products like Haier's Leader lazy three-drum washing machine and Hisense's 4-in-1 heat pump washing and drying machine, all emphasizing versatility and user-specific needs [6]. - Despite the competition, many brands are stuck in a cycle of increasing drum numbers without addressing the core health concerns of consumers [6][10]. Technological Innovation - Midea's "Cute Multi" washing machine introduces the "Vitality Stick" technology, which focuses on biological cleaning and health protection, marking a departure from traditional mechanical innovations [11][15]. - This technology targets specific cleaning needs, such as effectively removing stains from underwear and providing long-lasting antibacterial properties for socks, thus addressing the health concerns that consumers have [13][15]. Future Directions - The article suggests that the future of washing machines should focus on innovative solutions that genuinely address consumer health anxieties rather than merely increasing the number of washing drums [17][18]. - Midea's approach reflects a broader industry trend where the emphasis should be on understanding and responding to consumer needs through technological advancements rather than just hardware specifications [17].