In late 2017, as major industries approached the year-end inventory phase, Zhongyikang released the latest market data for washing machines over 52 weeks. According to the report, Haier maintained its top position with a 29.9% market share, followed by Little Swan and Siemens at 18.5% and 13.4%, respectively. Together, the top three brands captured 61.8% of the market, highlighting the highly concentrated nature of the industry, where the strong continue to grow stronger.
Market data serves as a direct reflection of consumer preferences and brand recognition, making it a valuable reference for those looking to purchase a washing machine. The dominance of leading brands like Haier suggests that quality, innovation, and customer service play a crucial role in shaping consumer choices.
**TOP 1: Haier**
As the world’s leading brand in home appliances, Haier has consistently held a dominant position in the washing machine market. Known for its high-quality products, advanced technology, and reliable after-sales service, Haier has built a strong reputation among consumers. In 2017, Haier's market share reached 29.9%, according to Zhongyikang, with six of the top ten models being from the brand. Its high-end models, such as the clean-free and direct-drive washing machines, are not only popular globally but also set trends in health and smart technology.
Haier has five R&D centers across the globe, including in the Americas and Japan, and operates 23 manufacturing bases worldwide. This global presence allows the company to tailor products to local needs while maintaining high standards of quality and innovation.
**TOP 2: Little Swan**
Little Swan, established in 1998, is one of China’s most recognized washing machine brands. With a market share of 18.5% in 2017, it secured two spots in the top ten selling models. After acquiring the brand in the U.S. in 2008, Little Swan gained more visibility, particularly in the mid-to-low-end segment, where it continues to be well-received.
**TOP 3: Siemens**
Despite the growing strength of domestic brands, Siemens still holds a strong position in the Chinese market, thanks to its long-standing reputation as a German engineering leader. In 2017, it ranked third with a 13.4% market share, slightly down from the previous year. Siemens entered the Chinese market early and has a loyal user base. It continues to launch new products, making it a solid choice for those who prefer overseas brands.
**TOP 4: Panasonic**
Panasonic entered the Chinese market in the late 1970s and once held a 20% share in the home appliance sector. However, with the rise of domestic brands, its market share has steadily declined. As of December 2017, it held an 8% share in the washing machine market. While it has launched high-end models like the Romeo roller washer, it remains a niche player in the current competitive landscape.
**TOP 5: Midea**
Midea, often grouped with Little Swan under the "Beautiful" brand, has a market share of 5.8% in 2017, up from the previous year. Although it lags behind some competitors in brand recognition, Midea benefits from strong R&D capabilities and a professional team inherited from Little Swan. It remains a viable option for consumers seeking reliable and innovative washing machines.
**TOP 6: Sanyo**
Sanyo, a Sino-Japanese joint venture established in 1994, once enjoyed popularity due to its quiet operation and efficient cleaning performance. However, with the rise of domestic brands, its market share has dropped significantly. In 2017, Sanyo had a 5.4% share, down nearly 1 percentage point compared to the previous year.
**TOP 7: Bosch**
Bosch Home Appliances, which entered the Chinese market in 2004, offers a wide range of products, including washing machines, refrigerators, and kitchen appliances. With a nationwide sales and service network, it has built a loyal customer base. In 2017, Bosch held a 3.9% market share, reflecting its continued appeal in the high-end segment.
**TOP 8: Samsung**
Samsung, the largest subsidiary of the Samsung Group, has faced challenges in the Chinese market due to declining mobile phone sales. Despite this, its washing machines remain popular among younger consumers for their design and performance. In 2017, Samsung had a 3.7% market share, down 0.9% from the previous year.
**TOP 9: Whirlpool**
Whirlpool, founded in 1907 and based in the U.S., is the world’s largest manufacturer of large home appliances. It pioneered technologies such as wrinkle-removing and deodorizing systems. However, with the rise of Chinese brands, its market share has decreased. In 2017, it held a 3.7% share, slightly lower than the previous year.
**TOP 10: LG**
LG, established in 1947 in South Korea, was the first to introduce a washing machine in the country. Before 2015, it had a strong domestic presence, but its market share has dropped rapidly in recent years. In 2017, it held a 1.7% share, down 1.3 percentage points from the previous year. While its products offer good performance and affordability, it now ranks tenth in the market.
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