White goods refer to electrical products that can replace people's housework, mainly including washing machines, some kitchen appliances and improving living environment and improving material living standards (such as air conditioners, refrigerators, etc.). In the early days these appliances were mostly white in appearance, hence the name. White goods are a specific category name for a classification of home appliances. In China, it is often referred to as white appliances by dealers, and corresponding to black appliances, referred to as black appliances. In foreign countries, appliances are usually divided into four categories: white appliances, black appliances, beige appliances and emerging green appliances.

      Introduction to the industrial chain of white goods industry

      The industrial chain of the white goods industry includes the upstream raw material and component manufacturing industry, and the downstream mainly terminal manufacturers, including brand owners, retailers, supermarkets, home appliance chains and individual consumers.

      Upstream: The raw materials of white goods are mainly steel, copper and aluminum and plastics. According to preliminary calculations by engineers in the industry, copper (including copper in compressors and motors) accounts for 25%, 11.2% and 7.8% of the total cost of air conditioners, refrigerators and washing machines, respectively. Steel (including various types of compressors and motors) Steel plates) accounted for 22%, 16.8% and 28.5% of the total cost of air conditioners, refrigerators and washing machines, respectively. The components of white goods mainly include compressors, motors, controllers, copper pipes, two devices (condenser and evaporator) and so on.

      Midstream: The midstream of the white goods industry chain mainly includes five links: design, manufacturing, assembly, branding, and channels; design and manufacturing mainly refer to mold manufacturing, processing and assembly; brand and channel mainly refer to brand building, marketing, product service etc. The complete machine brand manufacturers in the middle reaches of the industry are highly concentrated, have scale and brand advantages, and have a very strong voice, and most white goods brand manufacturers have their own supporting factories. High, basically control the core technology and key components by themselves.

      Downstream: The downstream industries of the white goods industry are domestic and foreign white goods brands, distributors, supermarket chains, etc. The final sales of products are determined by the needs of end consumers.

      Development status of white goods industry

      In recent years, the sales of white goods in my country have increased steadily. According to the "2018-2023 China White Household Appliances Industry Market Demand and Investment Planning Analysis Report" released by the Prospective Industry Research Institute, at present, China's white goods market is highly concentrated. According to ZDC website brand attention ranking data, most of the white goods CR5 have a high brand concentration, especially the soymilk machine as high as 98.1%. In general, Midea, Supor, Joyoung, Panasonic, Philips, Haier, Galanz and other brands occupy a large market share in China's small home appliance market.

      Competitive trends in the white goods industry

      At present, my country's white goods market has shifted from big cities to small and medium-sized cities. The demand for products in large and medium-sized cities has slowed down, and the demand for after-sales services is mainly reflected in the demand for new products and after-sales services in small and medium-sized cities. Therefore, in the white goods industry in large and medium cities, companies are in the competition of service, management and efficiency; in the next few years, the competition will expand to small and medium cities.

      On the other hand, with the participation of international white goods giants, the competition in the industry has escalated. Well-known brands such as Japan's Panasonic, the Netherlands' Philips, and Germany's Braun have all made several drastic adjustments in the Chinese market in recent years. This shows that the domestic competition in the white goods industry will gradually turn to the competition of international enterprises.

      With the intensification of competition, the living environment of small enterprises with small domestic capital strength, poor financing ability, low technical management level and poor market expansion ability will become difficult. In the next few years, the phenomenon of mergers and acquisitions in the industry will become more and more obvious, and small enterprises and enterprises with backward production capacity and technology will face the risk of being annexed and closed down.

      Investment trends in the white goods industry

      With the upgrading of domestic consumer demand for home appliances and the deepening of the structural adjustment of the home appliance industry, the high-end trend of white appliances is being accepted by the market step by step. And smart, high-end has become one of the mainstream of white goods development. Take refrigerator products as an example. In the past, most manufacturers mainly focused on the refrigeration and fresh-keeping effect of refrigerators in the production process. With the development of the times, manufacturers are now gradually increasing their investment in high-end products, and they also pay more attention to improving products. The overall quality of the design. The market demand for intelligent and high-end products will continue to expand, and manufacturers should actively follow the trend of the times and develop new products.