The star product in the cleaning appliance industry - the rise of floor scrubbers

Under the dual challenges of intensifying competition and slowing growth, the cleaning appliance industry faced major difficulties on July 14. However, as an emerging product in the industry, floor washing machines are showing rapid development momentum and huge market potential.

As users become more aware of health, the demand for cleaning appliances has grown dramatically in recent years. In 2021, cleaning appliance products have achieved great success, with full-year retail sales increasing by 29% year-on-year.

However, as the explosive demand is met, the industry growth rate gradually slows down. According to data from Aowei Cloud, omni-channel retail sales of cleaning appliances will increase by 4.0% in 2022, but retail volume will decrease by 14.5%. This shows that the cleaning appliance industry is gradually entering a mature stage.

#According to the editor’s understanding, floor washing machines have become a bright spot in the cleaning appliance industry. According to data from Aowei Cloud, the annual retail sales of the floor washing machine market will reach 9.97 billion yuan in 2022, a year-on-year increase of 72.5%, far exceeding the growth rate of the entire cleaning appliance industry. Entering 2023, the floor washing machine market still maintains strong growth momentum. In the first quarter, omni-channel sales reached 2.26 billion yuan, a year-on-year increase of 43.8%. Floor scrubbers have become the leading product in the cleaning appliance industry, accounting for 37.8% of the cleaning appliances subcategory.

Floor scrubbers can rapidly develop and become the leading product in the cleaning appliance industry, mainly because they meet two important prerequisites. First of all, on the product side, with the maturity of waterproof motor technology, floor scrubbers can solve the problem of wet garbage cleaning and avoid the problem of product damage caused by water intrusion into the motor. In addition, in terms of user needs, floor washing machines have a wider range of application scenarios, can provide higher cleaning efficiency, meet the necessary needs of users, and simplify the cleaning process. In contrast, sweeping robots do not perform perfectly in certain scenarios, while floor washing machines rely on manual light assistance to have advantages in cleaning effect and efficiency, so they are highly sought after by users.

#In addition, the reduction of learning and usage costs of floor washing machines has promoted the rapid growth of the market to a certain extent. Upgrading technology is necessary as it makes robot vacuum cleaners smarter, more capable of cleaning and more efficient, but it also leads to higher prices. Middle-aged and elderly users can also easily operate the floor washing machine because its price and usage cost are not high and they only need to press a few buttons.

To sum up, the floor washing machine has shown strong growth momentum in the cleaning appliance industry and has become a top industry product. Each brand has adopted different methods to expand market share, including integrating functions, creating unique structures, and innovating core technologies. However, as the market gradually becomes saturated, floor washing machine companies need to rethink how to extend the life cycle of their products, build them into rigidly needed products, and raise the upper limit of the brand and industry.

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