Since the first year of development in 2016, the dishwasher market has shown a 'burst force' enduring, and has continued 'punching' trend. Zhongyikang latest statistics show that 2017 in January-August, wash Bowl industry retail sales of 2.42 billion yuan, an increase of 134.7%; retail volume of 464,000 units, an increase of 154.6%. Zhongyi Kang is expected in 2017 the annual size of the dishwasher industry retail sales will reach 4.76 billion yuan , The amount of retail sales to 10.97 million units.Lip 'exotic goods' coat, dishwasher is to 'apply, practical Chinese kitchen electric' change.
Consumer awareness was exponential growth of domestic brands to seize market share
Recently, Jingdong Appliance Division - kitchen and toilet business unit general manager Sun Zhitao in an interview with the national grid, said the current dishwasher category penetration rate of more than 4%, near the industry outbreak of the inflection point, the dishwasher is expected to become the standard kitchen The
'Domestic dishwasher market in recent years the trend of the outbreak is very obvious, the growth rate is very fast, and one after another enterprises in the country to build factories. In addition, domestic and foreign diet is not the same, foreign is less oil, no fire, clean up comparison Easy, the process is relatively simple, while the domestic is more oil, cooking with the fire, so the cleaning is more difficult.Current manufacturers are gradually producing in line with the needs of the domestic market dishwasher, I believe the next few years the domestic market growth is still very fierce 'Sun Zhitao said.
Sun Zhitao told reporters that as the largest online and offline home appliance retailers, Jingdong platform in 2017, January-September dishwasher category increased by 239%. 'Jingdong platform dishwasher category high growth, promotional activities only play a role in fueling, In recent years, consumer awareness is exponential growth is the core factor triggering high growth.
Dishwasher industry in terms of market consumption characteristics, Sun Zhitao said, Jingdong data show that although the price of about 70 yuan dishwasher products most consumers favor, but 3000-4000 yuan, 4000-5000 yuan, 5000-6000 The price gap of the dishwasher market is not large, indicating that consumers are not particularly sensitive to price when buying a dishwasher, but rather prefer more high-end products. In addition, from all levels of the market , Although the second-tier cities in the largest market, but the growth rate of three or four lines is much higher than a second-tier cities.
In the brand competition pattern, Sun Zhitao told reporters: 'At present the domestic online dishwasher brand pattern, Siemens accounted for more than half of the market share, but Siemens market share this year is clearly in the narrow, the United States, Haier, Very fast, the domestic brand gradually to seize the domestic dishwasher market. 'Sun Zhitao said that with the boss, Vantage and other dishwasher products gradually introduced, Siemens market share will continue to be' diluted 'he predicted, Siemens market share next year may be less than 50%.
There are views that, compared to Siemens, the domestic dishwasher brand brand advantage seems to be inferior, and some domestic dishwasher brand product prices are higher than Siemens.With the domestic dishwasher business selling point where the question , Sun Zhitao told reporters: 'Siemens currently sold in the Chinese market are imported from abroad, foreign production lines more in line with the conditions of use of Westerners, and domestic products is optimized for the use of domestic conditions, more grounding . '
Dishwasher industry in the era of dividend industry standards need to be standardized
With the past two years the various brands, channels of common promotion, the current dishwasher category in the cognitive bonus period, but can not be ignored is that obstacles still exist in the Sun Zhitao view, many families do not consider the decoration Dishwasher is the most obvious pain in the current industry, and many domestic enterprises have launched a desktop dishwasher, free installation dishwasher, sink dishwasher and other dishwasher products, but also better crack the pain point.
Experienced marketing will be able to help them penetrate the market faster for the new 'Dangshou' Dishwasher, and the online channel seems to be slightly vulnerable in this way compared to offline channels. How to bridge this gap and avoid weaknesses to play advantage?
Sun Zhitao told reporters: 'water injection to simulate a similar sense of the promoters with the preaching, this traditional offline education model has been more aging.In addition, the promotion under the line,' A brand said B brand is not good, B brand Said the A brand is not good 'This phenomenon also makes consumers have a sense of conflict, and make it very confused, while the online platform using video broadcast, etc. so that consumers have an intuitive perception at the same time, the use of third-party users' 'Out, which can provide consumers with a real and objective reference. Moreover, home appliances consumers do not like the fast-selling products is a one-time decision-making, it needs to understand the communication, size measurement, home comparison, Online shopping, such a cumbersome process is very time-consuming.While the improvement of quality of life and mobile shopping convenience, people buy electrical appliances with ordinary goods have the same psychological, that does not want to take too much time, but the use of fragmented time to shop, So we will be able to help consumers more efficiently buy the products they want when we give the details of the product to the details.
At present, the Nuggets dishwasher market entry more and more, into the players good and bad, dishwasher as a fast track in the development of the category, how to make this industry more standardized development, should lead to industry thinking.
First, the industry has no clear national energy efficiency labeling; secondly, in terms of cleanliness, although each brand claims that its cleanliness can reach 99.9%, and then, in terms of cleanliness, But this is the brand's own standards, the industry has not yet unified quantitative standards.In addition, the number of sets of dishwashers there is no uniform standard.According to Sun Zhitao said that the current Jingdong is the joint China Household Electrical Appliances Association to develop relevant industry standards to help Consumers make better choices and promote the benign development of the dishwasher industry.
In addition, according to Sun Zhitao introduced, in the face of the dishwasher market brand messy situation, Jingdong platform also set up a dishwasher access threshold. 'We provide manufacturers according to 3C and other reports, joint third party to do sampling, if not meet the standard, Will promptly retire these products to ensure that our platform sales of products are formal qualified products, and promote the entire dishwasher online market for the better development.
At present, the face of the dishwasher this plump market, regardless of manufacturers or channel operators are gearing to seize the opportunity in the channel, in addition to Jingdong platform, Gome, Suning Dishwasher promotion efforts are also increased. Asked whether this will give Jingdong greater competitive pressure, Sun Zhitao bluntly: 'industry competition is inevitable, but we do not think it is a big competitor, because no matter what channel, as long as the industry to promote healthy development Meaningful. 'He said that the future of home improvement crowd, this area will be more online shopping, and Jingdong platform 25-39-year-old users accounted for nearly 80%, we believe that new users will be more inclined to choose online channels The
Talking about the dishwasher industry next year's market expectations, Sun Zhitao said next year, dishwasher industry brands and products will be more rich and diversified at the same time, consumer awareness of the dishwasher category will be more obvious.Wang Zhitao predicted, Next year the dishwasher industry market growth will be higher than this year.