With improving living standards and growing hygiene awareness, consumers are increasingly demanding home laundry appliances with a healthy-living concept, such as separate washing of underwear and overcoats or of children’s and adults’ clothes, as well as an automatic sterilisation function. As a result, leading manufacturers were active in launching health-orientated washing machines over the review period, such as the Casarte dual-drum washing machine from Haier, enabling the separate washing of clothes, and the LG TrueSteam washing machine, enabling the sterilisation clothes with high-temperature steam.
Product segmentation within home laundry appliances has also been a growth driver, as these washing machines are able to meet consumers’ specific needs in terms of laundry, such as dedicated washing for babies’ clothes and mini washing machines for small spaces, as well as big washing machines for large households. With the increasing number of new babies after the second-child relaxation policy launched in China, Midea introduced the mini washing machine for babies, offering a 3kg washing load and with an Ag+ silver ion generator, it is able to sterilise clothes and remove odours.
Smart home laundry appliances are increasingly popular among local consumers. On the one hand, connected home laundry appliances, via the internet and controllable via smartphone apps, are steadily rising in popularity in China.
Haier Group further consolidated its leadership of home laundry appliances in 2018, with its tiered brands and enriched product mix to cover different consumer groups. With its premium brand of Casarte targeting high-end consumers and Haier at mass consumers, the group offers a wide range of home laundry appliances, with frequent new launches and with advanced product technology, to cater to consumers’ varied laundry needs.
As relative latecomers to the category and with comparatively tiny customer bases, both Gorenje Asia (Shanghai) Co and Miele Electrical Appliances Co target premium sales within home laundry, managing to ride the wave of the premiumisation trend in home laundry in the domestic market and hence achieving robust volume growth since their debut in 2016. It is also worth mentioning that Gorenje Asia (Shanghai) Co was acquired by Hisense Kelon Electrical Holdings Co in mid-2018, and is predicted to accelerate its expansion in China relying on Hisense Kelon Electrical Holdings Co’s wide distribution network.
Little Swan introduced the Beverly BVL1F150G6 Duplex Washer Dryer at AWE 2018, with two separate washing barrels, a 3kg top-loading upper barrel and a 12kg front-loading bottom barrel. Furthermore, the bottom barrel also has a drying function for 8kg of clothes.
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