Different from FMCG, the sales of household appliances are often linked to real estate. No one will often buy home appliances and do decoration. Only when they buy a new house or move to a new place will they buy the above products.

Since this year, due to the stricter control of the real estate market, the home industry has also ushered in a cold winter. In contrast, the home appliance industry is relatively better. On the one hand, small household appliances are more and more favored by families. On the other hand, smart home has become a new hot track and is more and more recognized by the market.

From 2000 to 2017, it is the golden period of the whole real estate development, from the annual sales of 23 million first-hand houses to the peak of 13 million. With the delivery of new real estate houses, the sales of home appliances increased year by year, accounting for nearly 14% of the whole home appliance market in 2017.

Nowadays, there are a few new users in the home appliance industry, and more are the stock market. It is worth noting that household appliances are durable consumer goods, and their life cycle and service cycle are basically eight to ten years.

According to statistics, consumer spending on daily necessities and services increased by only 15% in the first three quarters; However, education, culture and entertainment increased by 68%, health care increased by 19%, and other priority services increased by 33%. In terms of growth rate, Chinese people's willingness to buy household appliances has also weakened a little, and the money has been spent on education and medical treatment.

Today's refrigerators rush to fight for door body and fresh-keeping, color TV play size, and washing machines are capacity and zoning. Energy efficiency, mute and fresh air of air conditioner. Kitchen electricity is upgraded in air volume and style. These upgrades can not keep up with the upgrading of people's consumption concept, resulting in consumers being less active in the renewal.

With the rise of settled in big cities, aging, single, living alone, including divorce rate, consumer demand will shift from necessities to emotional demand satisfaction, quality and personalization.

As a result, many enterprises began to integrate designers and service engineers to help consumers improve their living environment. The whole sales logic has been transformed from selling single products, selling products to selling schemes.