Two centuries ago, the first manual dishwashers were invented. From a manual, concept-based product in 1850 to the invention of the first electric home desktop dishwasher in 1950, the dishwasher was transformed into a household appliance , With a full one hundred years of time.In the nineties of last century, the domestic Guangdong Shunde Guangdong Dishwasher Company as a sign, has ushered in the first wave of the dishwasher peak, of which, which has experienced nearly half For centuries, if we set 2016 as the year of departure for dishwashers in China, then it will take nearly 20 years to start off in the domestic market and take off.
If we look at the key periods in the development of these dishwashers, we can clearly see that one and a half centuries and twenty years have passed since the invention of the dishwasher was practical, from utility to popularity, and more and more time was spent The shorter.
Exciting data
If we define 2016 as the first year of dishwasher departure, then the market for dishwashers in 2017 will undoubtedly be in an accelerating passage in 2017. According to the statistics of third-party markets, from January to November 2017, domestic dishwashing Machine sales growth rate of 103% last year, based on market growth, with 97% increase again rapidly.
According to GFK (China) statistics, the terminal retail market of dishwashers is estimated to exceed 5 billion yuan by 2017. The data released by Zhong Yi Kang based on retail sales statistics is even more optimistic. According to Zhong Yi Kang, In 2008, the retail market of dishwashers totaled 3.95 billion yuan, up 119.5% over the same period of last year; the sales volume was 922,000 units, up 131.3% over the same period of 2007. Meanwhile, according to data provided by the third party in the market, the number of dishwashers brands active in 2017 reached 51 Home, model reached 267; and two years ago, this group of figures were 19 and 118.
The growth in sales of many dishwasher companies is also supporting the above data.
According to data provided by the United States, the first half of 2017, the United States increased by 352% year on year dishwasher, tripled in the industry growth rate.Fang Tai provided data in its leading sink dishwasher camp, the entire sink wash Bowl machine camp increased by more than 70%, too much sales growth far more than 100%. In addition, Bossi, Haier and other brands in the dishwasher market is also quite profitable.
At the same time, another exciting set of data is that in developed countries in Europe and the United States, the popularity of dishwashers is as high as nearly 80%. However, in China, the popularization rate in large and medium-sized cities is still less than 5%. The penetration rate in the entire domestic market is even greater Is less than 3%. If the penetration rate of half of the developed countries is reached within five years, the room for growth freed up for the huge domestic market will be enough to create a new kitchen and electrical appliance industry.
A booming in the consolidation of the kitchen and electric appliance industry, the dishwasher is everywhere a vibrant scene, which is undoubtedly the kitchen and electrical industry throughout the year a touch of bright colors.
How to take off the dishwasher?
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.
Promote the star products, from the root causes, of course, is the demand side of the change.From the past, the purpose of scientific and technological progress is nothing to benefit the people.Family from smoke to 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.
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, , We should also seem to see that if only to see the opportunity to come blindly, perhaps a few years later, the survival of the fittest left messier even more embarrassing.If we jump out of the dishwasher's annual inventory of the fundamentals, back to the dishwashing Machine development path history, it seems there can be new discoveries:
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 technology imports and other means of production of dishwashers, while some imported brands have also entered the domestic large-scale retail stores.But have to say is that although this stage be restarted, but due to foreign technology in China acclimatized (domestic due to eating habits, The number of tableware and different shapes, tableware and more), still can not arouse domestic enthusiasm for consumption .During this period of the dishwasher market has remained relatively small volume and stable competition pattern.
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, dishwashing and the elimination of the residues of fruits and vegetables at the Mercedes Benz Center in Shanghai.This product solves the problems that domestic consumers wash the dishwasher not to clean and waste water and electricity, 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.
Side sink sink Q7 new products
Thus, from the point of view of development, the rise of the dishwasher market has both the necessary and the contingent causes, but the contradiction that always exists in it is the dislocation between the consumers' consumption awareness and the unilateral enthusiasm of the factory ; Is the factory price and consumer price acceptance deviation; is the consumer demand for functional and manufacturers bear the value of the deviation between the use of these misplacements and deviations, resulting in the past many years the dishwasher market repeatedly. It is precisely these misplaced and poor corrections, only today's rise.
Popularization is still the biggest task
Data show that at least 70% of the kitchen and electrical enterprises in the past year involved in the layout of the dishwasher among the existing brands, the boss, Fang Tai, Midea, Vantage and so all have to speed up the pace of which As a pioneer of sink dishwashers, Fangtai is well known for its investment in dishwashers in 2017. In recent years, the United States has fought in the domestic market and launched desktop dishwashers for the domestic market. In particular, 2017 also introduced the '360 days' Back 'promotional activities; Baxi dishwasher Chuzhou dishwasher base started construction in 2017, with an annual output of 600,000 units of the dishwasher is expected to put into operation in the first half of 2018. 2017 VAVA into the dishwasher market.
Midea dishwasher new live demonstration
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.
One consensus is that consensus reached, either in terms of pioneers or latecomers, that 'the biggest task for dishwashers is to popularize.' One survey shows that 50% of consumers are worried about the dishwasher's Wash effect, 50% of consumers worried about the inconvenience of installation, 37.1% of consumers think the price is high, 29% of consumers think the dishwasher itself cleaning and maintenance difficulties, 25.8% of consumers think the dishwasher fee water electricity .
Free installation of Midea free 'van' dishwashers
It must be pointed out that the stakes are somehow mean to be broad-leaved, meaning a swig of ripening profits in the harvesting industry, a similar trajectory seen in almost all mature categories - Almost all of the competitors will be inclined to the former, and the best companies will make a balance and compromise between them. After the dividend of growth has subsided, 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.
The future of dishwashers is still the product itself
Determining the future of dishwashers is the ability of the dishwash itself to take the task of effectively liberating both hands of 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 this type of product is the best solution.
Siemens dishwasher with 5D smart cleaning system
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, while meeting the market demand, have assumed the strategic vision of many businesses to expand their growth space, albeit at an alarming rate, but still relatively 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.
