In the family-based life of human beings, there are three kinds of items that are widely used. The significance is very significant:

The popularity of automobiles, in a sense, narrows the spatial distance between people and destinations, or, it greatly expands the radius of people's activities. The development of computer and Internet technologies makes the world at your fingertips. In a sense, It greatly extends human cognition.

Through the advancement of technology and industry, humanity has achieved an extension of the spatial meaning of activities. So, what kind of technology and industry should humans use to extend in terms of time?

In fact, we are already doing it.

Unlike air conditioners, refrigerators, and air purifiers that improve the temperature and quality; unlike water heaters that improve water temperature and water quality, water purifiers differ from the color TVs that are used for entertainment and learning; they differ from microwave ovens that implement stoves for cooking –

The popularity of washing machines and dishwashers, which are already standing in the popular air, truly liberate human hands and free humans from tedious and complicated domestic work. In a sense, it expands human leisure time in the family. It is a product that humans need time to the world. Therefore, washing machines and dishwashers are enough to be a great invention alongside cars, computers and the Internet.

Therefore, at the China Household Electrical Appliances and Consumer Electronics Expo in 2018, Wu Shoubao, general manager of the dishwasher company of Midea Kitchen Appliances Division, stated to Aiken Power Grid that 'dishwasher is the greatest invention after washing machines. The popularization of humanity will achieve the second liberation of human hands, 'and what the United States has to do is to promote the popularity of dishwashers as a professional player, starting from the most basic needs.'

Mr. Wu Shoubao, General Manager, Dishwasher Company, Midea Kitchen Appliances Division

From 3% to 70% of the space, the dishwasher just arrived

As the owner of Asia's largest dishwasher production base, Midea, one of the three largest dishwasher manufacturers in the world, can provide comprehensive insight into the global dishwasher market.

Wu Shoubao told the reporter, 'In the developed countries of Europe and the United States, the popularity of dishwashers is generally 60%, and some places even reach 70%', and from the Chinese market, our current dishwasher penetration rate is less than 3%. %'.

In U Shoubao’s view, the rapid increase in per capita GDP growth in China offers the possibility of recovering from this gap. 'Our domestic first- and second-tier cities, especially in Jiangsu and Zhejiang, and Beishangguang, have reached the level of developed countries’ economic development. '. 'Especially in recent years, the rise of the middle class has made dishwashers one of the necessities to improve the quality of life'.

According to this calculation, compared with the dishwasher market in developed countries, the domestic dishwasher market should have 60-70 times the expansion level over the current scale. At the same time, compared with the more popular domestic washing machines, The production and sales volume of washing machines for the year was 40 million units, and the dishwasher was about 1 million units. To achieve the popularity of washing machines, we have 40 times more room for growth.

This kind of cognition is exactly the foundation established by Midea’s dishwasher strategy. “Dishwasher is a product that has just taken a hit, and it is still too early to talk about how long it can sustain high growth.”

At the same time, compared with the data released in the “White Paper of China's Dishwasher Industry in 2017”, the retail sales of the dishwasher market from January to November 2017 was 3.95 billion yuan, an increase of 119.5% year-on-year. It is expected to increase by 85% year-on-year in 2018. And Wu Shoubao A set of data was provided to reporters. In 2017, Midea’s domestic dishwasher sales market grew by 300% year-on-year. The growth rate of Midea dishwashers was three times that of the industry, and the level of professional players’ strength was at a glance.

Professional players, should shoulder the burden of popularization

As mentioned earlier, in the dishwasher industry, Midea is a professional player of perfect quality.

In 1999, Midea began to set foot in the dishwasher industry. At that time, it was one of the earliest manufacturers to enter the dishwasher field in the country. After the early technological “acquisitionism”, Midea gradually formed its own R&D system and Manufacturing system and supply chain management capabilities.

Settled in 19 years, Midea owns Asia's largest dishwasher manufacturing base and is one of the three largest dishwasher manufacturing bases in the world. The production base in Shunde can reach an annual production capacity of 6 million units, making it the world's largest monomer manufacturing base. In 2017, Midea’s dishwasher production reached 4 million units worldwide, leading the global dishwasher market. At the same time, Midea’s dishwashers are used in 12 national laboratories; more than 1,000 models have been developed through multiple authorities worldwide The star of the certification body certified single product; and has applied for 1412 patents, 827 domestic effective invention patents.

Because of this, Wu Shoubao is full of confidence. 'It's no exaggeration to say that for every 10 Chinese dishwashers exported, there are 8.5 from the United States', 'The dishwasher brand you know on the market, basically or More or less are related to Midea's dishwasher industry chain'.

At this AWE, Midea Dishwasher truly demonstrated the strength of an all-round professional player. This is also the showcase of the most complete dishwasher product line at this year's AWE - free installation series, desktop series, sink series, embedded series, The strong lineup of products such as drawers and free-standing series showed all visitors the look of the world's most complete dishwasher product line.

Midea Dishwasher Brings A Full Range Of Dishwasher Products To AWE

The all-in-one washing platform master, the new EVA series featuring bottle feeding accessories and voice reminders, and the new H3 series using the world's first hot air drying technology attracted a lot of interest from the audience, resulting in a number of display areas. In a situation where there is no congestion, field personnel have to participate in crowd counseling again and again in addition to lecturers.

Such a concentrated display of the show is only one of the many ways that Midea popularizes dishwashers in terms of marketing and promotion. In fact, as one of the top three dishwashers in the world, Midea has been practicing the popularity of dishwashers.

The United States profoundly recognizes that from the perspective of industry, an industry must achieve a sustainable, high-speed development, must have a mature consumer tier, have mature products and technologies, and have a complete industrial chain.

And consumer insights, products and technologies, and mature industry chain support are the key factors for the popularity of dishwashers. The first two are the key to popularity. In other words, R&D meets the actual needs of consumers and effectively improves consumption. The experience of the product, is the core element of the popularity of dishwashers.

For the United States, the United States has been practicing for 19 years since its intervention in the dishwasher. The existing scale, technology and category accumulation have given it a leading position at the industry level. More importantly, in the 19th century, the global market In the campaign, Midea formed a set of technological innovation systems that faced different countries, different food cultures, and different cooking conditions. Midea fully possessed the essence of the release of professional strength in the dishwasher.

An industry official commented that in view of the United States, 'beyond the door to the home market, the United States can have a lot of color, and the market for its own country, compared with the other two major dishwasher companies in the world, the United States has more advantages'.

However, U Shoubao was surprisingly humble in this issue. 'While the Chinese market is the home market for Midea dishwashers, China's catering habits and the use of dishwashers and installation conditions require intensive research'. To treat consumer demand, Midea has always been cautious.

To spread dishwashers in China, first of all to have an insight into consumers

In U Shou Bao’s view, the consumption of dishwashers in China and abroad is very different. 'In foreign markets, you rarely find that consumers use dishwashers to wash their milk bottles, wash their red wine glasses', and foreign markets rarely wash. The cupboard serves as a cabinet for storing cutlery', and it rarely sees a variety of installation location requirements'.

'But in the domestic market, these requirements are very common', 'The United States has turned its attention to the domestic market since 2015. Under our mature R&D system, we have quickly launched a series of big hits through intensive research on domestic consumers. Some of the welcome products have even become explosive models quickly.'

The “beauty fan” is a product specially designed for domestic use environment. This new product launched during AWE last year removed the inlet pipe by adding water at the top, and truly realized the installation-free, directly eliminating the dishwasher. The installation threshold makes this popular product sell for 100,000 units in only 17 years.

The cross-border four-in-one sink dishwasher is another example of Midea's research and development of new products for the domestic market. This combination of collection sinks, living water purification, fruit and vegetable washing, and kitchen waste disposal is a combination of four functions. Solving the domestic demand for consumer pain points. At the opening ceremony of nearly 20 cities at the beginning of this year, everything was popular.

In this year's AWE exhibition hall, we can more intuitively feel the sincerity of Midea dishwashers for Chinese users – from M1 colorful machines, hot air drying H3 series, intelligent Chinese style bowls to washable 8 sets of tableware X3 series, to cross The four-in-one sink dishwasher, the dual-mode water-discharging industry's first disinfection-free function, installs the EVA series, and provides the integrated sink, dishwashing, fruit and vegetable washing, kitchen waste disposal, and water purification. Great function in one whole kitchen clean platform washing master and so on.

Beautiful FAN Installation EVA Series on AWE

Efficient washing, innovative drying, sterilization, wisdom reminders, baby care, clean water washing, multi-function integration, these features specifically developed for domestic consumers, all reflect the dishwasher giant to consumers Insight and technical strength.

At the time of this paper's publication, the just-concluded AWE annual award ceremony was uploaded. The X3-T of R&D in the United States won the “Epland Award—Product Award” and became the only dish washer in the dishwasher industry. This is also the industry level. , to the root of the United States and the recognition of innovative inventions.

Professional quality, leading position, insight into the rigor and humility of the consumer, mature market operation system, and the beauty of the dishwasher to shake, is a huge market for dishwasher penetration from 3% to 70%.

Under the strategy, people-friendly prices, flexible promotions, customization of service standards, and implementation of promotional strategies are all aspects of 'technique'. For dishwashers that have an advantage over the United States, it should be more familiar.

It is based on this consideration that we have optimistic expectations for the popularity of dishwashers and for the use of the dominant advantages of the United States.