China's washing machine industry

The report from the 19th National Congress of the Communist Party highlighted that China's economy has transitioned from high-speed growth to high-quality development. This shift involves transforming development models, optimizing economic structures, and redefining growth drivers. The concept of “crossing the border” has become a key strategic goal, guiding practitioners across various industries, including the washing machine sector. According to data from "Industry Online," in the first half of 2017, China’s washing machine industry produced 29.853 million units, marking a 9.9% year-on-year increase. Total sales reached 300.21 million units, rising by 9.2%. Domestic sales were 2.03 million units, up 6.9%, while exports hit 9.721 million units, growing by 14.4%. Five years ago, the domestic market was struggling with sluggish sales and uncertainty. From an industrial development perspective, the white goods industry typically goes through three stages: mass adoption, upgrading, and replacement. Over the past five years, China’s washing machine industry experienced a challenging phase transitioning from mass production to high-end innovation. After policy-driven growth slowed in 2012, and the industry began focusing on smart and high-end products in 2014, it faced a “cold winter” lasting nearly three years. Market shrinkage, falling profits, and negative growth forced companies to seek new strategies. By July 2016, the industry started recovering, according to Guo Meide, vice president of Aowei.com. Two factors were critical: the real estate boom as an external driver and internal efforts through technological innovation and consumer-centric product development. **Grabbing the “New Nose” of Quality Upgrades** Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, notes that changing middle-class consumption habits have raised user expectations. Consumers now care not just about cleaning but also about fabric care, leading to higher demands for washing machines. Innovations such as smart cleaning, automatic sorting, drying, and noise reduction have advanced rapidly. Some manufacturers introduced washing machines capable of washing silk and wool, while concepts like miniaturization, double barrel washing, and partition washing offer differentiated experiences. Technologies like pollution-free and steam washing are increasingly popular, driven by consumer needs. Wang Weiqing, vice president of Bosi Home Appliances, adds that Chinese consumers are now seeking more than just neat clothing—they want style, personality, and status. This shift influences how clothes are washed. Traditional pulsators can damage delicate fabrics, prompting companies to develop smarter solutions. For example, Bosi uses advanced sensing technology to identify fabric types and automatically adjust washing programs. Their intelligent dispensing system adjusts detergent, water temperature, and washing speed based on load weight, ensuring better protection for garments. “If stain washing is the bronze age of washing machines, clothing care is the golden age,” one industry expert said. Companies are now focusing on drums, large capacity, frequency conversion, drying, intelligence, health, miniaturization, zoning, and more, all aimed at enhancing the overall clothing care experience. At the 2017 AWE show, Haier showcased its quiet operation by inviting visitors to play a “tree coin” game on a dry cycle. Once noisy and vibrating, modern washing machines now operate almost silently. Haier’s Fisher & Paykel motor allows coins to remain upright during operation, proving the effectiveness of their “quiet” design. These machines can even wash delicate items like Su embroidery, something unimaginable just five years ago. When it comes to style and premium feel, LG’s Twin Double Tub washing machine stands out. It separates daily clothes and children’s wear, offering steam washing capabilities that remove odors from clothes and shoes. These innovations represent just a glimpse into the technological advancements shaping the Chinese washing machine industry. As of mid-2017, drum washing machines accounted for nearly 70% of the market. Large capacity, frequency conversion, and smart features dominate the industry’s upgrade. Meanwhile, mini, barrel washing, and dryers are creating more niche markets. Product planning is accelerating. In 2010, 5 kg was considered large capacity. Today, 8–10 kg is standard, and 12 kg or even 16–20 kg models are available, capable of washing blankets. Drying is becoming a standard feature, with washing-drying machines growing faster than single-wash models. Even in northern regions, more people are adopting drying functions. Smart features are also gaining traction. In 2017, Wi-Fi-enabled products increased by 31%, and automatic delivery features rose by nearly 11%. In addition, segmented needs are driving market differentiation. Mini pulsator and roller models are in high demand, with mini-wheels up 24% and mini-rollers up 33.9%. On e-commerce platforms, mini products often sell at higher prices than standard ones. Barrel washing is another growing trend, with brands like Haier, Midea, and LG introducing innovative models. These products not only command premium prices but also feature high-tech barriers, potentially forming a full-price range in the market. Dryers, once a luxury, are now seen as a symbol of middle-class living. With annual growth exceeding 40%, they appeal to those seeking a “five-star hotel” experience, sterilization, and space-saving benefits. **All-Round Growth of the Industry** Guo Meide emphasized that the washing machine industry must focus on users, not just technology. While price sensitivity was common before, today’s consumers prioritize comfort and experience. User experience has become a shared goal across the home appliance industry. Haier, known for its service excellence, has created a user exchange community where ideas for innovation come from customer feedback. Cheng Xingzhong, director of Haier washing machine user planning, noted that the second-child policy led to the development of the Casa di twin roller, which washes baby clothes separately and includes drying functions for safer, healthier results. Haier also launched the “Haier Washing Machine Cup” Smart Care Double Creation Competition, supporting promising ideas to benefit consumers. Additionally, the company built the COSMOPlat global industrial internet platform, enabling customers worldwide to customize products, with components sourced globally and assembled locally. Another major player, the Chinese Academy of Sciences, established a research center in 2014 to support core technologies for washing machines and other appliances. Bosch Home Appliances, known for its premium image, opened a factory in Nanjing in 2009 to cater to local needs. With the rise of intelligent manufacturing, automation and smart production lines have improved efficiency and quality. Black light factories and unmanned plants reduce labor costs and errors, enhancing standardization. Chinese brands like Haier, Midea, and others are expanding globally, acquiring foreign technologies and patents. Haier’s Fisher & Paykel motor gained praise from Premier Li Keqiang, while Midea acquired over 5,000 Toshiba patents. Brands like Meiling, Hisense, and TCL are also making waves internationally. A mature, confident, and innovative Chinese washing machine industry is moving forward, building a strong foundation for future growth.

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