The hottest kitchen appliance giant secretly fight

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Kitchen power giant "secret war" dishwasher market

Abstract: Kitchen power giants obviously also noticed the above pain points, and agreed that to popularize dishwashers in China, we must fully implement localized operation from the aspects of research and development, design, installation, after-sales and so on

the annual sales scale of the market has increased nearly five times in three years, which makes manufacturers firmly believe that the explosion point of the dishwasher market has arrived. In recent years, the boss, Fangtai, Midea, vatti and other domestic kitchen appliance giants have accelerated the enclosure of the dishwasher market, and a series of "Secret Wars" around the R & D, production, sales, service and other aspects of the industrial chain are also upgrading layer by layer

no "he found that compared with the market penetration rate of nearly 70% in developed countries, the current domestic dishwasher penetration rate is only 0.5%. In this regard, many interviews have learned that consumption pain points such as "dirty washing" and "bad installation" are still the main reasons that hinder the rapid popularization of dishwashers. However, the fierce competition and differentiated competition launched by the above giants in this field is expected to change this situation

small household appliances are getting tired. Dishwashers may become a new driving force

data released at the launching ceremony of the "China dishwasher consumption popularization activity" held by the China Household Appliance Association recently showed that in 2016, the retail sales of China's dishwasher market was nearly 2billion yuan, with a year-on-year increase of 104%, becoming the fastest-growing category in China's household appliance industry. In response, in order to meet the needs of social products and environmental protection, the market research organization Zhongyi Kang previously released research data also showed that the retail sales of dishwasher market was 340million yuan in 2013 and 1.98 billion yuan in 2016, an increase of about 482%

in sharp contrast to the rapid growth of dishwashers, the development of small household appliance industry is becoming sluggish. According to the statistics of ovicloud, another market research organization, the small household appliance market increased by 8.6% from January to June this year, with a decrease compared with last year, mainly due to the slowdown in the growth rate of online sales. In terms of categories, sales of soymilk machines and juice machines fell sharply. According to the Research Report of oviyun, induction cooker, soybean milk machine, juicer and other categories have entered a recession, and the structural upgrading has encountered a bottleneck; Electric kettles and pressure cookers lack power, and core manufacturers need to take the opportunity to promote new concepts and technologies; Rice cookers are still in the growth period of secondary structural upgrading, and there is a certain incremental market, but the pulling force is insufficient in the first half of the year

in other words, the stable growth of small household appliances in the future still needs structural upgrading and continuous injection of fresh "blood". At present, the dishwasher category is most likely to seize this development opportunity

the kitchen and electrical appliances giants arranged in advance to grab the "first taste of soup"

the high growth space of the dishwasher market made the kitchen and electrical appliances giants focus on this fat meat, and began to quietly layout a few years ago. According to incomplete statistics, at present, the brands participating in the competition in the dishwasher industry include Haier, Midea, boss, Fangtai, vatti, Boxi home appliances, etc. in addition to early layout of production lines and production capacity, these manufacturers pay more attention to R & D and innovation capabilities. For example, the boss electrical appliance, which has an earlier layout in the dishwasher industry, established a special research and development team, and increased investment again last year. At present, it has launched three series of products. Pan ban, head of vatti's brand department, also told that the company's layout of the dishwasher industry began around 2014. In the past two years, this category has been separated, developed and operated independently. "Next month, a revolutionary new dishwasher will be launched soon."

according to He Jian, the marketing department of Midea dishwashers, the company began to layout dishwashers 17 years ago, mainly for export, and began to layout the domestic market only in 2015. At present, the annual production capacity of the company's domestic production base will reach 4million units, "3.5 million units were sold last year, accounting for about 17% of the global market"

the relevant person in charge of Bosch home appliances (its two brands are Bosch and Siemens) also said that after entering the Chinese market for so many years, sales have increased explosively this year. From the perspective of the whole year, it is not impossible to achieve the sales target of onemillion units. It is understood that Siemens is one of the first foreign brands to introduce dishwashers into the Chinese market. Previously, it mainly adopted the original import mode of Germany. With the accelerated growth of the dishwasher market, the company has also established its own factory in China, which is scheduled to be put into operation in 2019

each has its own tricks to solve the "pain points" of dishwasher installation.

however, with the continuous upgrading of consumption in China, there are still many consumption "pain points" in the dishwasher industry. First of all, as an imported product, dishwashers with foreign brands were developed according to European cooking habits, while Chinese cooking is characterized by frying and heavy lampblack, so there may be a problem of "dirty washing" with European dishwashers. Second, compared with European and American families, the kitchen area of Chinese families is relatively small, and the dishwasher location is often not reserved before the installation design, so the installation may become a major obstacle

in addition, consumers' awareness of dishwashers is limited and needs to be further popularized. Jiang Feng, President of the China household electrical appliances association, pointed out that dishwashers are still among the "upstarts" in the household appliance category. In developed countries, the current penetration rate has been reached. If the sample is not clamped correctly, the value can deviate by nearly 70%, while in China, the penetration rate of households is only 0.5%. She set two stages for the dishwasher market, which are completely different from the traditional chemical rocket stage "small goals": in the first stage, the domestic household dishwasher ownership rate increased from the current 0.5% to 5%, and in the second stage, it reached 10%

the kitchen and electric giants obviously noticed the above pain points, and agreed that to popularize dishwashers in China, we must fully implement localized operation in terms of research and development, design, installation, after-sales and so on. In response to the pain point of "dirty washing", He Jian, the marketing department of Midea dishwasher, said that the company has upgraded and optimized the dishwashing process and spray washing structure, such as dissolving the grease with high temperature before washing, etc. In addition to focusing on improving the cleanliness, the giants also take slightly different routes for the installation pain points. For example, aiming at the problem of small kitchen area, boss appliances has developed various embedded small volume dishwashers, and even provided customization mechanisms; Fangtaize mainly develops and utilizes the "sink type" dishwasher installed under the dish washing basin; Midea has launched a variety of solutions for different consumer families, including embedded products, sink type products, stand-alone products, etc. in addition, it has also launched installation free products to try to avoid the transformation of kitchens, water pipes, etc

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