In 2025, the large appliance market saw a 4.5% decline in value while volume remained stable, and the average price of a large appliance fell from 387 to 372 euros. The same model sells for virtually the same price—down to the cent—in stores, online, and on marketplaces. Matching every competitor’s price cut doesn’t win any customers: the entire market ends up at the same price, with lower margins.
White paper
"Cheapest" Is Not a Strategy: Where to Compete and Where to Maintain Your Margin in the Home Appliance Industry
This white paper shows where pricing efforts pay off and where they merely erode margins: categorizing models based on whether they are comparable and account for a significant portion of sales; total cost (delivery, installation, trade-in, warranty); the model’s lifecycle until it is discontinued; and planning for promotional events under the 30-day rule. Verified figures from 2025 and 2026 (Gifam, NielsenIQ GfK, Fevad, Simon-Kucher, DGCCRF).
By downloading it, you will discover
- Why Matching Every Competitor's Price Cut Erodes Margins Without Gaining a Single New Customer: A Calculation to Back It Up
- How to sort models based on whether they are directly comparable and how much they contribute to your sales
- Why do customers compare a total price that includes delivery, installation, trade-in, and warranty?
- How to set prices for each age group of the model and phase out a discontinued line in stages rather than selling it off at a discount
- How to Prepare for Black Friday Without an October Alignment Cutting Into the Discount You Can Offer in November
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