Washing machines are catching the "multi-drum" trend, and competition in overseas markets is intensifying | World Research Consumer Index Brand List Vol. 57

During this monitoring period, Gree, Haier, and TCL ranked in the top 3 of the list with comprehensive popularity indexes of 1.84, 1.68, and 1.57 respectively.

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The demand for partitioned washing under the trends of meticulous child - rearing and pet - keeping drives the washing machine industry to embrace the "multi - drum" trend

From the perspective of the subdivided segments of the home appliance industry, the current waves of delicate child - rearing and scientific pet - keeping are deeply reshaping the product logic and brand competition landscape of the washing market. Among them, maternal and infant users highly focus on the cross - cleaning problem of baby clothes, and the "child - rearing - style pet - keeping" has given rise to the demand for high - frequency and small - batch washing, driving brands to continuously innovate in the product form of washing machines.

In addition to the traditional double - drum (upper and lower) washing machines, split - type combined drum products represented by Little Swan and Hisense have become popular. Hisense's Marshmallow Ultra Family Drum adopts a split - type combination scheme of "one large drum + multiple small drums". The large drum is mainly for regular clothes, and the freely combinable small drums are mainly for underwear, underpants, socks, and baby clothes. Little Swan has launched the "Mini Little Dark Plum" series of products, which is the world's first 1 - kilogram partitioned all - brand - compatible washing and drying integrated product.

It is designed with a "Lego - style" architecture, meeting the combination needs of different users for the "lazy drum", "maternal and infant drum", and "couple drum". The advantage of this "building - block - style" washing machine form is that it gives users the opportunity to assemble freely. Theoretically, multiple double - small - drum washing machines can be stacked above the large drum.

Another is the three - drum product form. The Leader brand under the Haier Group has released the "Lazy Three - Drum" washing machine. The advantage of this product form is that it meets the young users' demand for quick washing and partitioning of lightweight clothes. Its innovative design and appearance have caused a rush among users once it was launched. However, some consumers are reluctant to try new things, believing that new products need an observation period and are not suitable for blind purchase.

Globalization and high - end orientation have become the dual engines for brand growth, and the contribution rate of the overseas market has significantly increased

From a subdivided perspective, home appliance brands have successively released their first - quarter financial reports this month. Judging from their overseas performance, each brand has expanded its overseas market through differentiated layouts.

Among them, the financial report of Midea Group shows that its overseas revenue accounts for more than 40%. The self - owned brand matrix centered on Toshiba, Midea, and Comfee (overseas) has become its "second growth curve" to leverage the global home appliance market, achieving "brand going global". In addition, the overall overseas revenue of Haier Smart Home increased by 13% year - on - year, mainly relying on the strategy of "achieving high - end orientation through mergers and acquisitions". Under this model, Haier has currently established a cluster of seven high - end brands, including Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA, and Candy.

TCL, which ranks third on the list, has made efforts through its overseas large - screen strategy. In the first quarter, its TV shipments in markets such as Asia - Pacific, Latin America, and the Middle East and Africa increased by 18.8% year - on - year.

In the global market, although about 40% of Midea's revenue comes from overseas, the proportion of OEM revenue is high, and its progress in high - end orientation is relatively weak. More than half of Haier's revenue comes from overseas, and it has laid out the global high - end market mainly through mergers and reorganizations.

Explanation of the list

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", "Industry Consumption Heat Index List", "Product Consumption Heatwave Index List", "Consumption Popular Event List", as well as extended list reports within the corresponding scope. It aims to objectively and truly present the trend characteristics of the consumption world through index evaluation, help the industry and brand owners continuously track consumption market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital, footwear, clothing and accessories, food and fresh products, household appliances, sports and outdoor products, beauty and cleaning products, maternal and infant products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

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Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision - making basis.

The calculation of the list data combines the public data of mainstream platforms and the data precipitation of the Shiyan Big Consumption Platform under the ownership of Zhidemai Technology. We have taken reasonable measures to ensure the reliability and accuracy of the provided data as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some data in this report have not been formally audited by an independent third - party auditing institution, so there may be unidentified errors or omissions. It is particularly reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third - party names, brands, or products mentioned in the report are for illustration purposes only and do not constitute recognition or recommendation of them. Any mention of these third parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to Zhidemai Technology Group and Shiyan Index. It is prohibited to copy or distribute without permission. Zhidemai Technology Group and Shiyan Index shall not bear any legal liability for any losses or damages caused by the use of the information in this report.