From the current home appliance market, the fine differentiation characteristics of home appliance products have been very obvious, taking washing machines as an example, the main intelligent, health, large capacity and other characteristics of the product endless, a change in the past market on the side of the awkward situation.
And because of the change of consumer demand for household appliances, the subdivision of household appliance products is the inevitable trend of development, the demand determines the market. On the one hand, with the improvement of people's living standards, the market demand for quantity into the pursuit of confrontation, consumers consume not only the home appliance products themselves, but also include the identity and personality of the product, which is the inevitable result of the upgrading of the third consumption structure in China. On the other hand, 80后, 90后 generation of young people as the main group of current household appliance consumption, they have their own independent personality characteristics and consumption concept, in the consumption of household appliances have their own personalized choice, do not blindly follow the following. This has also objectively led to the diversification and personalization of needs.