The report from the 19th National Congress of the Communist Party of China highlighted a significant shift in China's economy—from rapid growth to high-quality development. This transition involves rethinking development models, optimizing economic structures, and reshaping growth drivers. The "crossing the border" has become a strategic goal, guiding industry practitioners and shaping the future direction of sectors like the washing machine industry.
According to data from "Industry Online," in the first half of 2017, China’s washing machine industry produced 29.853 million units, reflecting a 9.9% year-on-year increase. Sales reached 300.21 million units, up 9.2% compared to the previous year. Domestic sales rose by 6.9%, while exports increased by 14.4%. Five years ago, the domestic market was struggling with weak demand and uncertainty. Now, the industry is experiencing a strong recovery driven by both external and internal factors.
From an industrial development perspective, the white goods sector typically goes through three stages: mass adoption, upgrading, and replacement. Over the past five years, China's washing machine industry has navigated a challenging phase of transitioning from mass production to high-end innovation. From the withdrawal of policy support in 2012 to the push for smart and high-end products in 2014, the industry faced a "cold winter" that lasted nearly three years. However, by mid-2016, things started to turn around. According to Guo Meide, vice president of Aowei.com, two key factors contributed to this recovery: the real estate boom, which boosted consumer confidence, and the industry's focus on product innovation and meeting evolving consumer needs.
**Grabbing the "New Nose" of Quality Upgrades**
Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, emphasized that as middle-class consumption habits evolve, users are no longer just concerned with basic cleaning—they now prioritize care, comfort, and health. Innovations such as smart washing, automatic sorting, drying, and noise reduction have advanced significantly. Some companies have even introduced machines capable of washing delicate fabrics like silk and wool, while concepts like miniaturization, dual-tub washing, and partitioned washing offer more personalized experiences. Technologies like steam washing and pollution-free cycles are becoming standard, driving the industry forward.
Wang Weiqing, vice president of Bosi Home Appliances, noted that Chinese consumers are increasingly seeking quality and personal expression. Clothes are no longer just about being clean and neat; they reflect individuality and status. This shift has influenced how washing machines operate, especially when it comes to handling delicate fabrics. Traditional pulsators can damage high-end clothing, so manufacturers are now focusing on better material care, reducing the need for dry cleaning, and ensuring clothes remain vibrant after washing.
Bosi has made significant strides in intelligent washing technology, including a scanning system that identifies fabric types and automatically generates the best washing program. Their intelligent dispensing system adjusts detergent and water temperature based on load weight, offering better protection for garments.
"If stain removal is the bronze age of washing machines, then clothing care is the golden age."
With features like drum washing, large capacity, frequency conversion, drying, intelligence, and health-focused technologies, the industry is responding to growing consumer demands for a superior laundry experience. At the 2017 AWE show, Haier demonstrated its quiet operation by having visitors place coins on a running washing machine—showcasing how silent their machines have become. These innovations allow for gentle washing of delicate items like Su embroidery, something unimaginable just a few years ago.
LG’s Twin Double Tub model is another example, separating daily wear from children’s clothes and offering steam washing capabilities. These innovations are not just trends but essential features in today’s market.
As of the first half of 2017, drum washing machines accounted for nearly 70% of the market. Large capacity, frequency conversion, and smart functions have become the norm, while mini, dual-tub, and dryer models are creating new niche markets. Product development is accelerating, with 16–20 kg machines now available—capable of washing large items like quilts.
Drying is also becoming a standard feature. In 2017, sales of washing-drying machines grew by 5.2%, outpacing single-wash drums. Consumers in both humid and dry regions are showing increased interest in drying functions.
Intelligent features are also gaining traction. WiFi-connected washing machines saw a 31% increase in sales, while automatic delivery systems rose by nearly 11%.
Beyond these trends, the industry is seeing a rise in segmented products. Mini pulsators and roller machines are popular, with mini models selling at higher prices than standard ones. Dual-tub washing machines, such as Haier’s Gemini or Midea’s Big, are creating premium segments with high-tech barriers.
Dryers, once considered luxury items, are now seen as a symbol of middle-class living. With annual growth rates exceeding 40%, they are becoming essential for those seeking a hotel-like laundry experience, along with sterilization and space-saving benefits.
**Building a Stronger Industry from All Sides**
Guo Meide emphasized that the washing machine industry must look beyond technology and focus on user experience. While price sensitivity was once the main concern, today’s consumers are more interested in comfort and convenience.
User experience has become a top priority across the home appliance industry. Haier, known for its service excellence, has created a dedicated community where users share feedback and inspire new ideas. For example, the Casa di Twin Roller was developed in response to concerns about baby laundry, offering separate compartments to avoid cross-contamination and improve hygiene.
Haier also launched the “Smart Care Double Creation Competition,†encouraging innovative ideas that benefit consumers. Additionally, the company's COSMOPlat platform allows global customization, enabling customers to order personalized products that are assembled and delivered worldwide.
Other major players, like Bosch, have established local research centers in China to better meet regional needs. Meanwhile, the rise of intelligent manufacturing has led to more automated and efficient production lines, reducing errors and improving quality control.
In recent years, Chinese brands have expanded globally, acquiring foreign technologies and enhancing their international presence. Haier’s Fisher & Paykel motor and Midea’s acquisition of Toshiba’s patents are examples of this trend. Companies like Meiling, Hisense, and TCL are also making waves abroad, showcasing the growing confidence and ambition of Chinese brands.
A mature, confident, and innovative Chinese washing machine industry is forging ahead, building a comprehensive and sustainable growth trajectory.
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