石头超净洗技术

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洗衣机市场新趋势下的角逐,石头科技差异化突围引领行业变革
Huan Qiu Wang· 2025-07-04 08:42
Industry Overview - The washing machine industry in China is entering a mature phase, yet it continues to show growth driven by technological innovation and upgraded consumer demands [1] - In 2024, the total retail volume of washing machines in China is projected to reach 42.79 million units, a year-on-year increase of 7.3%, with retail sales amounting to 101.4 billion yuan, up 7.6% [1] - The growth is fueled by consumers' pursuit of improved living quality and the implementation of the "old-for-new" national subsidy policy [1] Consumer Trends - Consumers are increasingly seeking advanced features beyond basic washing functions, focusing on health, smart control, and energy efficiency [1] - The demand for drying functions has become mainstream, with many households opting for washer-dryer combos or all-in-one machines [1] Market Competition - Domestic brands such as Haier, Midea, and Little Swan are forming a competitive triad, while foreign brands like Siemens and Panasonic maintain a presence due to their brand influence and technological advantages [1] - Emerging brands like Roborock and Xiaomi are disrupting the traditional market landscape [1] Technological Innovation - Roborock has introduced the Zeo-cycle® molecular sieve low-temperature drying technology, which offers a third option for drying, addressing limitations of traditional drying methods [2][4] - This technology allows for efficient moisture absorption at lower temperatures, protecting delicate fabrics and achieving certifications for high-end fabric care [4] Product Launch and Performance - The Roborock Z1 Plus washing machine has gained recognition for its innovative features, including a steam wrinkle removal system and advanced washing technology [5] - During the recent 618 shopping festival, Roborock's washing machine category saw a significant year-on-year growth of 173% in GMV, with the Z1 Plus achieving top sales in its price segment on major e-commerce platforms [8] Future Market Projections - The Chinese washing machine market is expected to reach 51.28 million units and 109.5 billion yuan by 2025, with growth rates of 2.0% and 3.6% respectively [9] - The entry of new players like Roborock is anticipated to inject fresh energy into the industry, fostering technological advancements and leading to a new wave of industrial transformation [9]