As the washing machine market continues to heat up in 2024, an unprecedented price war is sweeping the entire industry. Once regarded as the representative of high-end home appliances, the drum washing machine has now fallen to the "cabbage price", a phenomenon that not only reflects the fierce competition in the market, but also reveals a series of profound changes within the industry. The compromise and response of well-known brands such as Haier and Little Swan in this round of price war have revealed the new trend of market development for us.
First, the market pressure behind the price war
According to data from Aowei Cloud Network, the retail sales of online washing and drying sets in the first half of 2024 will reach 4.34 billion yuan, a year-on-year increase of 43.6%, and the retail volume will increase by 64.1%. Although the market size continues to expand, the operating pressure faced by enterprises has also increased. The homogenization of the washing machine market is intensifying, and the main flagship products are mostly concentrated in the design of "white + ultra-thin + suit", which avoids the market risk of innovation and trial and error, but also intensifies the fierce competition in the market. In order to compete for market share, companies have to adopt price reduction strategies to attract consumers with price advantages.
2. Brand response strategies and changes in the market pattern
The performance of well-known brands such as Haier and Little Swan in this round of price war is particularly eye-catching. They have responded to market challenges by launching cost-effective products, such as Haier's 10kg fully automatic inverter drum washing machine (EG100MATE28S), which costs as low as 1,599 yuan after platform subsidies. Not to be outdone, Little Swan has won wide acclaim in the market for its many drum washing machines with advanced technology and affordable prices.
The compromise of these brands is not a reluctant move, but an adjustment of market strategy. Through price reductions, they can not only quickly capture market share, but also increase brand exposure and user stickiness. At the same time, this has also prompted other brands to follow up with price cuts, thus forming a price war situation for the entire industry.
3. Technological innovation and differentiated competition
However, price wars are not a long-term solution. With the increasing diversification of consumers' demand for washing machine functions, technological innovation and differentiated competition have become the key to breaking the situation. For example, the washing ratio has become an important parameter for enterprises to compete, and the washing machine products launched by TCL with a washing ratio of up to 1.2 have not only enhanced their competitiveness, but also brought pressure to traditional industry giants.
In addition, the fully automatic washing machine market is constantly incorporating advanced technologies such as the Internet of Things and artificial intelligence to achieve a more personalized, efficient and convenient laundry experience. Special products such as partition washing, mini washing, and maternal and infant washing are constantly emerging to meet the needs of different consumer groups. These innovations not only enhance the added value of products, but also provide a new way for enterprises to differentiate themselves.
Fourth, future prospects and policy implications
Looking ahead, there is still huge potential for the washing machine market. With the improvement of residents' quality of life and the promotion of consumption upgrading, fully automatic washing machines, especially products integrating washing and drying functions, will be favored by more consumers. At the same time, the introduction of the trade-in policy will further stimulate market demand and promote the continuous expansion of the washing machine market.
At the policy level, government subsidies and local government support will provide a strong guarantee for the healthy development of the washing machine market. The replacement discounts of e-commerce platforms and home appliance manufacturers will also further lower the purchase threshold for consumers and promote the release of market demand.
V. Conclusions
Although the price war in the washing machine market in 2024 is tragic, it also reflects the profound changes within the industry and the new trend of market competition. Well-known brands such as Haier and Little Swan have responded to market challenges through price reduction promotions and technological innovation, which not only consolidated their own position, but also provided useful inspiration for the future development of the entire industry. In the future, with the continuous progress of technology and the diversification of consumer needs, the washing machine market will usher in a broader space for development.
Here's a look at the brands and models of washing machines involved in the price war:
第一款：海尔（Haier）滚筒洗衣机 EG100MATE28S 参考价：1599
Configuration features:
This washing machine is well-equipped and has many highlights. It has been upgraded with 19 washing programs to meet diverse washing needs. The innovative new technology of water mist removal can remove odor and dust without washing, and the double spray design effectively prevents foam residue, making washing cleaner and more worry-free. Five levels of temperature can be adjusted, multiple temperature intelligent control, suitable for delicate washing and care of different fabrics. Laser seamless welding of the inner cylinder, high durability, service life of more than 10 years. The exclusive washing function of the jacket protects the clothing and reduces wear and tear.
Upgraded stubborn stain wash to easily deal with stubborn stains. 1.08 ultra-high washing ratio, excellent washing effect. Colorful screen + knob control, calm and atmospheric appearance. The traditional cabinet within 600mm is perfectly integrated, saving space and beautiful. 1200 rpm high speed, strong power, cleaner washing. Fresh and anti-wrinkle function, even if you forget to pick it up overnight, there is no odor. Pasteurized temperature protection and sterilization of mites, the mite removal rate is as high as 100%, and the 95°C high-temperature cylinder is self-cleaning, which effectively prevents the breeding of bacteria.
第二款:小天鹅（LittleSwan）滚筒洗衣机 TG100APURE 参考价：1599
Configuration features:
This washing machine is well-equipped and offers a comprehensive washing solution. Its 100% deep mite removal function, one key to open, the heat and temperature directly to the depth of the clothes, effectively drive away mites, care for the health of the whole family's skin, especially suitable for children and allergic people. It is physically disinfected by boiling and washing at a high temperature of 95°C, which is clean and safe, and the sterilization rate is as high as 99.99%, effectively removing harmful threats. Pre-wash at 40°C activates laundry enzyme activity, and deep wash at 60°C washes to wash away stains and bacteria and protect the health of dressing.
Characteristic down jacket washing program, fully soaked, washed more cleanly. Equipped with high-speed BLDC inverter motor, intelligent control of rhythm, long-lasting and stable operation, higher washing efficiency, and water and electricity saving. 1200 high speed, strong power, energy saving and power saving. Colorful touch buttons, program selection is clearly visible. 10kg large capacity, the whole family's clothes can be washed to their heart's content, and the exquisite washing program can be selected with one click, and exclusive care.
第三款：海尔（Haier）滚筒洗衣机 EG100HMATE29S 参考价：2099
Configuration features:
This washing machine is well-equipped and packed with many useful features. Its dual-spray design ensures that the door and window mats are clean and effectively prevent foam from contaminating clothes, while at the same time resisting mildew and durability for a healthy and refreshing laundry experience. The 60°C steam technology penetrates deep into the fabric fibers to effectively kill bacteria and mites, and in conjunction with the washing program, the cleaning effect is more efficient and cleaner. The delicate thickness design of 570mm can easily be concealed into the 600mm standard cabinet, saving space and optimizing the layout of home decoration, and the overall appearance is integrated and more beautiful.
The combination of high-quality BLDC inverter motor and AI dynamic balancing system realizes low-noise laundry and smooth spinning at high speed. The six-dimensional shock absorption technology further optimizes the shock absorption damping, and the noise reduction and care during the washing process. For dirty clothes, a special stubborn stain washing program is set up to penetrate deep into the fiber to strongly remove stubborn stains, freeing your hands and worry-free washing. Overall, this washing machine is a high-quality appliance with a full range of functions and a clever design.
第四款:TCL 10公斤超级筒T7H G100T7H-D 参考价：1999
Configuration features:
This washing machine is well-equipped and has many highlights. The 540mm large barrel diameter design achieves a more thorough cleaning effect. The combination of the 6D riser and the sea ripple inner cylinder ensures that the garment can be fully washed inside and out, while the water-film garment technology protects the garment from damage. The new generation of direct injection essence washing technology, 1.7 times the washing speed, 530mm ultra-thin body has a large capacity of 10KG, naturally embedded in the cabinet, saving space.
Instant premixed shower spray directly soaks the laundry efficiently, and the washing effect can be achieved in 60 minutes in 35 minutes in accelerated mode. The Pasteurization Technology has a sterilization rate of up to 99.99% and a mite removal rate of 100% to ensure the health of clothes. DD direct drive motor combined with intelligent electronic control algorithm, simulates hand washing strength and adapts to different fabrics. Equipped with Kunlun shock-absorbing structure, it is still stable and quiet during high-speed dehydration, and does not disturb sleep. Overall, this is a washing machine that combines efficiency, cleanliness and clothing protection.
第五款:小天鹅（LittleSwan）滚筒洗衣机 TG100V618PLUS 参考价：2799
Configuration features:
This washing machine is equipped with advanced equipment and comprehensive functions. It automatically senses the washing state, regulates the speed with high precision, realizes balanced adjustment and variable speed washing, achieves three smart water flows, disintegrates stubborn stains without heating, reduces the fading and deformation of clothes, and the cold washing technology of the Water Cube protects the original texture of the clothes. At the same time, it has excellent sterilization and mite removal capabilities, with a U.ABT full-time cruise sterilization rate of up to 99.99%, a continuous constant temperature mite removal rate of 100%, and active sterilization throughout the whole process of silver ion + UV ultraviolet washing to protect the health of your family.
AI intelligent investment technology reduces detergent residues, and washes and cares accurately with clothes. The multi-program washing and care mode meets different needs and shows the fluffy texture of the clothes. The calm metal titanium appearance is matched with the touch panel, and the technology and aesthetics complement each other to bring a flexible experience. The self-cleaning function of the high-temperature cylinder creates a healthy laundry environment, which is recommended.
Sixth: Midea (Midea) drum washing machine MG100V58WT Reference price: 1499
Configuration features:
This washing machine is equipped with excellent configuration, incorporating fast cleaning technology 2.0, which significantly improves the washing rate and rinsing performance through advanced precision control of the cycle stop ratio and intelligent control to meet the laundry needs of the fast-paced life. C.T inductive mite removal technology uses high-temperature nano steam to penetrate deep into the fabric fibers to effectively remove mites and care for sensitive skin. The disinfection and sterilization function is deeply rooted in fiber sterilization, and the sterilization rate is as high as 99.99%, ensuring the hygiene of clothes.
The self-cleaning function of the high-temperature cylinder reduces the secondary pollution of clothes and keeps the laundry environment clean. Large knobs and colorful touch buttons make operation easy and intuitive. At the same time, the washing machine gently washes delicate clothes such as down to reduce friction and stretch and prevent damage to clothes. The BLDC inverter motor provides a strong washing power while maintaining a light sound operation. The 14+N has a variety of programs to meet all kinds of washing needs, and it is a thoughtful and thoughtful washing machine, which is an all-round excellent washing machine.