Cleaning the bedding with a vacuum cleaner? The vibrating brush head of the new vacuum cleaner vibrates at 3,600 times per minute, which not only removes dust from the bedding, but also allows microorganisms such as mites to escape.
Recently, LG has strongly promoted its various vacuum cleaners based on the CYKING series in the domestic market. It not only demonstrates the function of cleaning the bedding, but also cleans the curtains, wipes the glass, and even absorbs water... a wide variety of The function is dazzling.
In fact, it’s not just LG’s “Jing Jin Wangâ€, Midea’s “Family Starâ€, Electrolux’s “Trilobiteâ€, and even Philips, Panasonic, Sanyo, etc. Products, new technologies are challenging consumers' traditional concept of vacuum cleaners - vacuum cleaners can only be used to vacuum, and can only be used to suck carpets.
Traditional concept into a bottleneck
For a long time, the concept of a single vacuum cleaner has severely limited the development of the vacuum cleaner market.
Moreover, the conventional vacuum cleaner uses a dust bag to filter and collect dust, which makes the removal of the dust bag inconvenient; the dust bag is easily damaged and forms secondary pollution; the suction force is sharply weakened as the dust intake amount increases. Most Chinese consumers still believe that the function of the vacuum cleaner can be completely replaced by brooms and mops. Therefore, the vacuum cleaner is not a need for life, but a symbol of luxury. The direct result of this concept is that the user base of the vacuum cleaner is very small and slow to develop. According to the statistics of the National Bureau of Statistics, in recent years, the domestic vacuum cleaner market has increased by only about 10% per year.
"At present, the price of mainstream vacuum cleaners on the market is about 400-2000 yuan, which is completely acceptable to consumers. The reason why it is difficult to popularize is mainly the restriction of consumption concept." A product manager of LG Vacuum Cleaner said, "Do not fundamentally change." The concept of Chinese consumers, the popularity of vacuum cleaners will be greatly affected. LG's large-scale promotion of vacuum cleaners does not necessarily have to achieve sales in the short term, but allows consumers to see, hear and feel. To the vacuum cleaner to bring health care to modern life. LG vacuum cleaners have to change people's traditional understanding, let people know that vacuum cleaners can be like this, is victory."
As a counterpart of Panasonic's kitchen related people also expressed a similar view: "Chinese consumers' consumption philosophy still needs to be vigorously cultivated, at least for now, this market is relatively difficult to do." Midea, Dragon, Electrolux and other domestic Foreign manufacturers also said that the lack of understanding of Chinese consumers about vacuum cleaners is the primary issue in market development.
Despite the joint promotion of many heavyweight manufacturers at home and abroad, the reaction of the vacuum cleaner market is still not obvious. According to relevant information, the growth rate in the first quarter of 2005 was around 10%, and the total domestic market capacity was only 2.5 million to 3 million units. Such a market size is obviously difficult to meet the requirements of big manufacturers. At present, the main vacuum cleaner manufacturers in the domestic market, whether it is LG, Electrolux or Haier, Midea, have a production capacity of more than 3 million units. The domestic market capacity has forced these manufacturers to extend to overseas markets.
New technology triggers market opportunity
"The reason why the previous propaganda did not cause a strong reaction from the market, mainly because the popularity of new technologies is not enough. It is obviously not enough to promote the publicity. More importantly, technology relies on technology to produce products that conform to Chinese consumption habits." Product Manager of LG Vacuum Cleaner Emphasize that "LG's main push of the King series, its cyclone dust collection technology and MM (Multi-Mode) mode, is the confidence of LG to expand the domestic market."
The cyclone dust collection of the LG Saiwang series and the most significant change of the previous vacuum cleaners are the elimination of the dust bag, avoiding the trouble of cleaning the dust bag and secondary pollution, and economical.
“Although this change seems to be very small, the technology involved is not ordinary. LG Sai King, when working, the dust sucked into the silver nano antibacterial dust box completely separates the air and dust by strong centrifugal force, accumulates dust. At the bottom of the dust box, and then the filtered clean air is discharged. It is a true tip-type cyclone dust collection method. It avoids the trouble of replacing the dust bag. After the dust is filled in the dust collector bag of the conventional vacuum cleaner, the suction force is reduced. LG cyclone dust collection method, even if the dust box is full of dust, the suction remains unchanged, super suction, lasting as new." LG vacuum cleaner product manager is very proud of this.
The MM mode is a combination of sweeping, wiping, and wiping, completely surpassing the consumer's traditional perception of vacuum cleaners. For example, the high-efficiency mitigation vibration brush head of the mattress is used to effectively remove the mites in the deep layer of the mattress by 3600 vibrations per minute, and the effect is improved by 75%; the negative ion brush head generates negative ions while rotating, and is more thoroughly inhaled. Dust; combined rag brush head, can be vacuumed and wiped at the same time, can also be used separately after separation; furniture protection brush head with soft material to ensure that the furniture will not be scratched when cleaning; corner folding brush head in case It can be folded when going to the corner to ensure that there is no dead angle when cleaning. In LG's high-end models, the absorbent shampoo brush gives your room a new look; there's also a shiny glass brush head; the hair-drying brush head instantly achieves an air-drying effect.
Compared with foreign brands, domestic brands are lacking in the ownership of patented technology, but various improvements are still eye-catching.
Haier's "dual-use spiral brush head and pneumatic roller" has a good effect on removing mites; the beautiful new products "Family Jiexing", "Super Jiexing" and "Lightweight Star" series are equipped with "Special vacuum suction for dust" Dust motor" can provide super suction with wind speed of 50 m / s; Dragon vacuum cleaner emphasizes its application in HEPA filtration system, that is, "vacuum cleaner exhaust is non-polluting".
“The future market of vacuum cleaners is very impressive.†LG product manager said, “If the vacuum education has become a necessity for daily education, then the market size of tens of millions of units is only conservative every year. Estimated.†Haier’s relevant person in charge also said that although the current growth rate is relatively low, this is the accumulation before the big outbreak. It is expected that within the next three years, the domestic vacuum cleaner market will rise sharply, and 2008 may be more than the current market. The scale has doubled.
LG vacuum cleaner product manager also said that in the upcoming 11 Golden Week, the promotion of the theme of "Golden Autumn Gifts 50%" will spare no effort to promote its new products and diversified functions. LG will take a large-scale promotion to let consumers really understand the role of vacuum cleaners, hoping to rely on new technologies and features to detonate the market.
In fact, not only manufacturers, but also large-scale chain channels such as Gome, Suning, Dazhong and Yongle have also participated in the prelude of the popularization of vacuum cleaners. All hypermarkets are gradually setting up vacuum cleaner counters and placing them in prominent positions. A person in charge of Suning said: "Although the current vacuum cleaner sales are not prominent in small appliances, we are optimistic about its prospects. We have upgraded the vacuum cleaner to the same position as the microwave oven."
A senior industry insider also commented: "At present, the domestic vacuum cleaner market is like the washing machine market in the 1980s, and it has been in a low tide for a long time. But when Chinese consumers understand its function, the opportunity will come. The joint promotion of new technologies by many manufacturers is an opportunity for the market to break out. Once consumers accept it, the market's development speed is not limited."
In the promotion of new technologies, LG has taken the first step bravely. Under the joint promotion of manufacturers, will the domestic vacuum cleaner market break the silence for many years? Quoting a store salesperson's statement: "The number of people who are now asking for vacuum cleaners has increased significantly, and they have listened carefully. The sales volume during this period has also increased significantly."
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