Dishwasher becomes the kitchen electric power to compete for the main battlefield to raise the flag

Dishwashers are becoming the main battleground for kitchen appliances. In addition to holding the new flag of the dishwasher at the "2018AWE" exhibition held earlier this month, Galanz announced the start of dishwashing at the annual meeting held the day before yesterday. The machine is popular for the year, and Boss Electric is also preparing to build a new dishwasher production base.

Recently, reporters visited Suning, Gome and other appliance stores to find that the sales of dishwashers, which are “latecomers” in the kitchen electricity market, are gradually gaining popularity. Especially during the past March 15th, the online and offline markets of dishwashers have increased significantly. The latest data released by Ovi Cloud also shows that the kitchen appliance industry maintained a good growth momentum in 2017, and the growth of emerging categories such as dishwashers has doubled, becoming a new growth point in the kitchen appliance industry.

The domestic dishwasher market doubled in size last year

With the arrival of the kitchen economy and the transformation of residents' consumption, “Quality Life” has become the new pursuit of many families, showing high demand and high expectations in the decoration and configuration of the kitchen. The kitchen should not only be neat and tidy, but also achieve maximum convenience in terms of overall functions. The dishwasher can share the labor force of the consumers in the kitchen, and the most liberating hands will naturally become a “new darling” of the kitchen electric industry.

According to Zhongyikang data, the Chinese dishwasher market has experienced a ramp-up growth in the past three years. In 2017, the market size reached 4.33 billion yuan and 985,000 units, an increase of 119% and 129% year-on-year. The number of households in the dishwasher increased from 0.285 in 2016 to 0.525 in 2017. Compared with the popularity of refrigerators and color TVs in 2008, the penetration rate of the dishwasher market is huge. Although the dishwasher has maintained a rapid growth pattern in the past two years, the market is not yet saturated, and the industry has a particularly broad space for development. And with the slowdown in the growth of other embedded products such as range hoods, disinfection cabinets and gas companies, dishwashers are increasingly expected to become a new growth point in the kitchen appliance industry.

In addition, the current consumer purchasing power is still concentrated in the first- and second-tier cities with higher consumption levels and economically developed provinces such as Jiangsu, Zhejiang and Guangdong, but for the lower-priced, cost-effective dishwasher products, third- and fourth-tier cities The purchasing potential cannot be underestimated. According to Ovi Cloud. From 2018 to 2020, it is a shackle reform period. In the next three years, 15 million sets of shanty towns will be transformed, and with the traffic planning and residential building planning becoming mature, this will give birth to a new one. The intrinsic demand of the batch will bring a solid purchasing power guarantee for the follow-up of the third- and fourth-tier cities in the next two to three years.

Enterprises accelerate the layout of embedded and vertical

The current market environment can be said to give a good development opportunity for new categories such as dishwashers. The change in consumer demand and the improvement of residents' purchasing power have led to the upgrading of traditional home appliance categories, and emerging categories have emerged one after another. In the fierce competition of the industry, mainstream brands have accelerated the layout of the dishwasher market, and the number of dishwasher category brands has increased significantly. In the stores of Suning, Gome and other offline stores, it can be seen that Midea, Siemens, Fangtai and Boss dishwashers occupy a place, occupying a large market share with embedded and vertical categories.

Aowei Cloud Network shows that in March this year, the online market was ranked in the forefront with Midea, Fangtai and Siemens dishwashers, with an average price ranging from 3,000 yuan to 8,000 yuan. In the offline market, brands such as Fangtai and Siemens are more popular among consumers, with prices ranging from 6,000 yuan to 10,000 yuan. Compared with Siemens and Siemens, the price of the US dishwasher is relatively close to the people, but in terms of quality and function, the owner of the high-end route and the Siemens dishwasher are even better.

The growth of the dishwasher will usher in a new pattern in the kitchen appliance market, which has become the consensus in the industry. This is why the kitchen giants are not willing to take it lightly. Some insiders told reporters that in the past year, at least 70% of kitchen appliances companies have participated in the layout of the dishwasher.

Among them, Fang Tai as the pioneer of the sink dishwasher, in 2017 to increase the capital investment in the dishwasher; the beauty of the immersed dishwasher export market in recent years began to switch to the domestic market, launched a multi-size dishwasher for the domestic market , cost-effective; Bosi dishwasher 2017 Zhangzhou dishwasher base started construction, the annual output of 600,000 units of dishwasher is expected to be put into production in the first half of 2018; Vantage began to enter the dishwasher market in 2017. Galanz, which is ranked in the “Top 3” of the dishwasher export, announced at the annual “China Market Annual Meeting” held the day before yesterday that it officially launched the domestic market of dishwashers to open its 2018 quality home appliance upgrade. The reporter also learned from reliable sources that Boss Electric will also invest heavily in new dishwasher production bases this year.

Consumption pain points still can not copy foreign products

However, the reporter also learned through visiting the market that there are still many consumer pain points in the domestic dishwasher industry to be resolved. For example, compared with foreign households, China's kitchen environment is relatively small, oily and heavy, and the shape of the tableware is diverse; the family population is different, and it is accustomed to one meal and one wash.

A salesperson at the Gome store also admitted that the current temperature of the dishwasher in the industry can reach a maximum of 72 degrees, with drying and disinfection functions, but the dishwasher can not completely replace the disinfection cabinet with 125 degree high temperature sterilization. Disinfection cabinet. Therefore, when consumers use the dishwasher, if they want to completely disinfect, they need to transfer the tableware to the disinfection cabinet, which is inconvenient. In addition, some consumers have reported that when the sink dishwasher is working, the water splash is easily splashed from the surface panel. In addition, the generally high market price of dishwashers is also a pain point for some consumers.

These pain points mean that China's washing machine market cannot copy foreign products, but needs to go out of its own path of innovation. Of course, it is precisely because of this consumption pain point that the company has more urgent research and development power, from the dishwasher size, quality, operation, function, cleaning system, drying system, etc., research and development production is more suitable The dishwasher used by the Chinese. Galanz marketing department told reporters that in the face of three generations of the same family, Galanz developed the Aegean series and embedded dual-use dishwashers, and combined a double-layer basket with the inner space to wash a large number of tableware and large pots. Can be completed at one time; for the single aristocrat and the newly married family, the G1 simple installation dishwasher was introduced.

According to Ovi Cloud, the market for dishwashers in 2018 will be both an opportunity and a challenge. The sink dishwasher as an innovative product will attract more consumers, and the price is relatively cheap, the small number of sets, the desktop dishwasher will Attract more early adopters. As a product that frees hands, the dishwasher will be increasingly sought after by young people, and the dishwasher is expected to become a new growth point in the kitchen appliance industry.