If we define 2016 as the first year of dishwasher departure, the 2017 dishwashers will undoubtedly be in an accelerated rise.

According to the statistics of the third party market, the market growth rate of domestic dishwashers rose again with a 97% increase from 103% in last year from January to November 2017. According to GFK (China) Statistics Shows that in 2017 the dishwasher terminal retail market is expected to exceed 5 billion yuan.

This body mass, in particular, also contains a rapid expansion of the explosive growth force, undoubtedly attracted the resources of various businesses, dishwasher in 2017, many appliances category to become a big hot star, naturally not surprising.

Midea introduced the dishwasher

Promote the star products, from the root causes, of course, is the demand side of the change. Throughout the ages, the purpose of scientific and technological progress is nothing to benefit the people from the smoke of the kitchen into a comfortable place to communicate with their families, Heavy household work has become a commitment to the invention of all kinds of machines, which is the most intuitive change that people make in science and technology.A dishwasher is one of the most important forces in meeting this change.Especially in the current living standards Based on the improvement of quality of life is becoming an urgent need for the younger generation and the middle class, the emergence of the dishwasher, just to meet the consumer demand for the upgrading of this shift is the driving force behind the dishwasher heat.

At the same time, another logic to stimulate domestic enterprises to explore the dishwasher market is that in developed countries in Europe and the United States, the popularity of dishwashers is as high as nearly 80%, while in China the prevalence of large and medium-sized cities is still less than 5% Reaching half the penetration rate of developed countries, for the huge base of the domestic market, its room for growth freed enough to create a kitchen appliance industry.Therefore, many businesses have accelerated investment, making the industry unprecedented prosperity.

Booming supply and demand, rapid growth, we have seen the rise of another star category in improving the quality of life of consumers, to expand the kitchen appliance business growth space, the dishwasher is becoming an important force in the rise. To this end, it is conceivable that in turn, we will see an industry benefit brought about by the prosperity of the category, the ambitiousness of various companies in their annual strategic planning and the smoky marketing battle of the coming year, It seems we should also see that it would be even more embarrassing to see the opportunities coming out blindly, perhaps a few years later, with the wickedness left behind by the survival of the fittest. There are a few aspects that we need to think seriously about.

First, from the development path of dishwashers, we can see the internal logic of the sudden emergence of dishwashers.

The first manual dishwashing machine was invented in 1850. 100 years later, in 1950, GE invented the first domestic desktop dishwasher (electric).

China's earliest dishwasher appeared in the 1980s, after Guangdong Shunde Yuehai Dishwasher Co., Ltd. in 1991 to produce the first domestic dishwasher, at the time there are MACRO, Narcissus, Beijing and the United States and Italian Baina and many other However, subject to the living standards of the residents at that time, the price of more than 1,000 yuan is a luxury dishwashers, product unmarketable manufacturers discontinued one after another.

With the introduction of the first fully automatic cabinet dishwasher by Little Swan in 1998, a dishwasher company was set up in Haier in 1999, and the dishwasher market in China restarted and entered a cumulative phase of more than 10 years. The domestic manufacturers, through a joint venture Or the introduction of technology such as the production of dishwashers, while some imported brands have also entered the domestic large-scale retail stores.But have to say is that, although this phase is restart, but due to abound of foreign technology in China (due to diet reasons, The number and variety of tableware, utensils and more), still can not arouse the domestic enthusiasm for consumption.The dishwasher market during this period has been relatively small volume and stable competitive landscape.

Fan Van install the dishwasher

From 2010 onwards, China's production and sales of dishwashers began to speed up, but the macro view, this speed is still stable.From the five to six years from 2010 to 2015, dishwasher production and sales have been hovering at 400 Even under the peak of 2015, domestic dishwashers produced no more than 3.615 million sets, and nearly 96% of them are for export (mainly the United States and France). The domestic dishwasher market is still in the Placid state until 2016, a sharp increase in speed, market growth began to more than 100% growth rate.

In 2015, the kitchen and electric appliance enterprises Fang Tai launched the new product with sinks, dishwashes and fruits and vegetables residues in the Mercedes Benz Center in Shanghai.This product solved the problem that domestic consumers washed the water, Occupy the space of concerns, at the same time, more is to have installed the sink users have the appropriate subsidies.Fang too brand pull, excellent product design and the actual promotion of means, greatly attracted the attention of consumers. Sink dishwasher in the market Of the heat, while driving the entire category.After a series of brush-level 'mom's time machine' and other promotional tools, has attracted the attention of the whole society, ignited the rise of the entire dishwasher category.

From the perspective of development, the rise of the dishwasher market has both necessary and contingent reasons, but the contradiction that always exists in it is the dislocation between the consumers' consumption awareness and the unilateral enthusiasm of the factory. Deviation between the price and the acceptability of the consumer price is the deviation between the functional requirement of the consumer and the value of the product assumed by the manufacturer which has caused the repetition of the dishwasher market over the past years. The correction of these dislocations and deviations has the rise of today.

Second, the current market for dishwashers, objectively speaking, is still in the stage of staging businesses.

Among the existing brands, the boss, Fang Tai, Midea, Vantage and others all have to speed up the pace, of which, too side as a sink dishwasher pioneer in the dishwasher investment in 2017 for all to see; the United States fought in recent years Domestic market, desktop dishwasher introduced for the domestic market, especially in 2017 also launched the '360 days are not net is back' promotion activities; Vantage started to enter the dishwasher market in 2017. According to "Aiken appliances" conservative statistics, at present More than 70% of the kitchen and electric appliance brands in the market have launched their own dishwashers.In addition, statistics show that in the first eight months of 2017 alone, 18 brands newly added dishwashers Market, which shows the ability of this category to absorb resources.

The factory's staking field continues to accelerate.Furthermore, the channel level is also not behind.In 2017, Suning, Jingdong two integrated appliances circulation giants, has to wash dishes, summit forums and other forms, expressed the will to win.

Side too dishwasher

It must be pointed out that staking their horse to some extent implies extensiveness, which means that when the harvesting industry gains dividends, it can see a similar trajectory in almost all mature categories - in order to seize market opportunities and Nearly all of the competitors will be inclined to the former to consolidate the after-power, and outstanding enterprises will make a balance and compromise between them. After the dividend of growth has receded, these balances and compromises will be precious and difficult in the market At the time, relying on word-of-mouth and systematic forces to counter the slowdown in the market, as one insider said, 'Consolidating product and service capabilities is the truth, to be tested in practice, Five years, there must be something about it.

Third, to decide on the future of dishwashers, it is the task of the dishwasher itself to shoulder the task of actually liberating consumers and no other product can replace it.

From the disinfection cabinet, cooker and even the early VCD, DVD, MP3 and other products through the development path of view, decided to develop a category, often not depends on the product itself can have many technical iterations, but depends on the consumer The corresponding demand, the product is the best choice and irreplaceable.

A category may be ignited because of an event, but the real future decision of the product, its core factors are three aspects: 1, this product really have practical value; 2, the use of this product is intuitively visible ; 3, in solving consumer demand, whether such products is the best solution.

As an insider interviewed said, 'The consumer's needs are not the needs of a dishwasher or consumer. They clean the dishes without having to do it yourself.' 'From this If you look at the next generation of products and solve this need better than dishwashers, the dishwashers will have a hard time coming. "According to one insider who envisaged," If, in the future, all are In the sense that dishwashers are yet fragile, the disposable dish without contamination and dishwasher have no future, "but the person finally said," For the moment, dishwashers are the solution to the consumer. A demand for the best way, this is still a immature industry, the need for all forces to promote.

In fact, out of the assumptions, in reality, as a category of recent take-off, dishwashers have taken on the strategic vision of many companies to expand their growth space while meeting the market's needs.Although the growth rate is staggering, the base is still small With the rapid growth of the industry, the industry has an unparalleled capacity for absorption, but its ability to be eliminated can not be ignored in the future when the industry is in turmoil. Every existing and ready market participant should be adequately prepared.