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Consumption Upgrades Favor the Appliance Sector

Consumption Upgrades Favor the Appliance Sector

Home appliances online shopping market continues to heat up, stimulating household appliances consumption is increasingly obvious. According to the "2017 home appliance online shopping analysis report", in 2017, China's B2C home appliance market size reached 490 billion 600 million yuan, an increase of 27.6% compared to the same period, and the network purchase permeability of home appliance industry has created a new high, up to 26.5%. The market structure of the three big e-commerce platforms in the home appliance shopping market is more stable. The competition of the Jingdong, Tmall and Suning is almost no space for other platforms.

The upgrading of household appliances consumption is entering the outbreak stage, and high-end and health are the focus of attention. The past 3 years are the sprouting and training stage of consumption upgrading. In the next 3 to 5 years, it will officially enter the growth period and the outbreak period of consumption upgrading. In the sale of air conditioners, refrigerators, washing machines and other representatives of the people are moving forward in the "big" direction, not only in the size and capacity of the bigger, the customer price is also significantly improved with the change of product structure. GFK China data showed that the unit price for air conditioning lines increased from 2788 yuan in 2016 to 2945 yuan in 2017, and the unit price of the washing machine (line) was pulled from 1273 yuan to 1418 yuan, and the unit price of the refrigerator passenger climbed from 1782 yuan to 1980 yuan. Users' health awareness has increased their willingness to consume, and health considerations have become an important indicator for users to choose home appliances. GFK China data showed that the growth rate of retail sales on the net water purifier rose from 11% in the previous year to 37.5% in 2017, and the retail sales of electric toothbrushes increased by 92%, of which the online retail sales growth rate was 103%, and the year-on-year growth rate of the air purifier online retail sales increased from 17.3% to 30.2%.

The white electricity industry in the air conditioning category in 2018 sales growth rate will be back down in 2018, in 2017 after the valuation of the promotion, the future overall valuation of the limited space, plate differentiation will continue. Household appliances index may show a pattern of "high before and low" in 2018.

In terms of valuation, the PE in household appliances industry is currently about 22.33, which is 57.4% above the CSI 300 index and is at the median level. The valuation of home appliances is moderate at present, and the performance in 2018 is expected to grow steadily, and it still has investment value. It is recommended to pay attention to the steady growth of white electricity, periodic improvement of black electricity, and fast growing LED lighting. The specific standard can be concerned with GREE electric appliance, American group, Hisense electric appliance, TCL group, OPPLE lighting, and three male aurora. Ping An Securities