Strong sales of white goods in Japan

According to data released by the Japan Motor Industry Association (JEMA) on January 24, domestic supply in 2017 increased by 2.0% from the previous year to 2.3479 trillion yen, the highest level since 1997. Due to the increase in the number of dual-employee families, the strengthening of health and beauty awareness, the demand for powerful and expensive home appliances such as large-capacity refrigerators and hair dryers that do not easily damage hair has increased. In addition, the rise of emerging companies with advantages in specific home appliances is also activating the market.

Strong sales of white goods in Japan

Data map

The amount of supply in 2017 has increased for two consecutive years since 2016, when growth has been achieved for three consecutive years. It was about 20 years ago, which was the result of the expansion of sales volume due to the demand for the last bus before the tax increase. The three main products, including indoor air conditioners, refrigerators and washing machines, account for more than 60% of the total.

The background is a change in Japanese consumer preferences. Not only is energy saving, but with the increase in the number of dual-employee families, home appliances that can save housework time are welcome. It is popular for large-capacity refrigerators and washing machines that make it possible to purchase ingredients in bulk at the weekend or to wash clothes in large quantities.

In the large home appliance chain Bic Camera Yurakucho (located in Chiyoda-ku, Tokyo), half of the refrigerator stores are occupied by large refrigerators with a capacity of 550 liters or more. Although the unit price of sales has increased, Bic Camera President Hiroshi Hiroshi said that "(the consumer) has a tendency to buy as long as it is a good thing, even if it is expensive."

In addition, home appliances that contribute to health and beauty are also stimulating demand. The hair dryer launched by Dyson in the United Kingdom in May 2017 expands the temperature regulation range of the hot air, which is not easy to damage the hair and scalp. In the field of air conditioning, FUJITSU GENERAL has introduced a model that can kill 99% of mold and bacteria and make it easy to blow clean air.

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