Consumer upgrades, not only activated the high-end electronics market, but also led to the development of the dishwasher market, has attracted more than 50 brands to enter the market.But compared with large appliances, the dishwasher market penetration is still not fast . Nail technology that, as an improved consumer dishwashers, in addition to product excellence, the relevant enterprises should also create more differentiated explosives, fine, and increase experiential marketing efforts.
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Improve the technical threshold
According to Zhongyi Data, retail sales of dishwashers in January-November 2017 amounted to 902,000 units and 3.95 billion units respectively, up 131.3% and 119.5% over the same period of last year. It is estimated that the annual retail sales of dishwashers will reach 2018 8.9 billion yuan, an increase of 88%; retail volume dropped to 2.08 million units, an increase of 90%.
Approaching tens of billions of market plates, not only to speed up the traditional kitchen electrical and chemical products export, leaving more home appliances enterprises have to enter the kitchen appliance market.
According to Zhongyi data, from January to November 2017, there were 51 dishwasher brands, 19 new brands and 118 new models compared with the same period last year.
As we all know, the dishwasher market has seen a spurt-style development since last year and attracted nearly 20 enterprises to enter the market in a short year. Apart from intensified market competition, the competition in the entire industry accelerated its differentiation.
At present, there are three mainstream competition factions in the dishwasher market. One is a foreign-funded brand represented by Siemens. The other is a product innovation group represented by Fang Tai. In addition, there is a scale marketing group represented by the United States.
So in the face of this full of Siemens, Fang Tai, the United States, and the three camps behind more than 50 brands around the brand, technology, products and marketing game, who can better meet the needs of Chinese families and Chinese users become Market leader?
Nail Science and Technology believes that in the face of competition in the market, in addition to ensuring product quality, continuous improvement of technical barriers is to occupy the market advantage.
To the top pioneer and leader of China kitchen electric appliance industry, too, with its original invention of sink dishwashers, a new way was brought out in the situation of foreign brand European dishwasher "unifying the rivers and lakes", and in China Dishwasher market quickly gain a firm foothold.
In addition to the side too, the past two years, Haier, Midea, Vantage and other enterprises, not to be outdone, have introduced their own innovative products.According to domestic user needs, the United States, Haier and other brands, mainly introduced desktop-based small dishwashers , Free installation of dishwashers, to achieve water-saving, space-saving features.
In addition, some manufacturers also introduced the functional integration type dishwasher according to the user's needs, such as the fully-automatic sterilization brush cupboard introduced by Siemens and the intelligent cleaning and disinfection, releasing the user free time.
In summary, consumer upgrades, on the one hand prompted manufacturers to introduce products that better meet the needs of users, on the other hand also allow manufacturers to innovate and raise the technical threshold.
Afterburner experience marketing
In addition to raising the technical threshold, the major manufacturers of dishwashing machine brands also actively cooperate with distributors to find an effective marketing approach, increasing the popularity of the dishwasher market and attracting consumers.
With the opening of the new retail model, a large number of kitchen and electric appliance manufacturers have cooperated with Suning and Jingdong respectively to speed up the promotion of experiential marketing by utilizing the dual power of online and offline.
And Jingdong to strengthen online cooperation, to achieve fast overtaking. Dishwasher market, rapid growth, can not do without the e-commerce boost.According to the BOE Appliances Division data show that Jingdong platform in January-September 2017 dishwashers category up 239%.
In cooperation with Suning, is the experience to drive sales.In order to quickly seize the market, in addition to cooperation with the traditional electricity supplier, dishwasher manufacturers began with Suning main line online and offline channels of cooperation.According to Suning public data show that last year Suning Dishwasher sales of up to 300 million this year, at least over one billion dishwasher sales, the industry will account for 30%; only in April this year, successfully completed the 200 million set goals, in May, Suning Tesco dishwashing Continued force, an increase of 576%.
In addition, Suning Tesco own red children's stores, Tesco outlets, smart retail concept stores, cloud stores and other offline stores, to bring users to experience products at the same time, this year's' Fever Festival '' chop Hand section 'extraordinary performance.
It can be seen that the product characteristics of the dishwasher, which determines the popularity of the market, experiential marketing will be a very important part.
More intense competition in the dishwasher market, more than 50 brands carve up 10 billion market cake.Science and technology that the relevant manufacturers to occupy a favorable position, in addition to continuously improve the technical threshold, but also increase the experience of marketing efforts to accelerate Product popularity, bigger market cake, to achieve differentiated survival.