In the past, China's dishwashers that had been 'unsatisfied' all year round have succeeded in counterattacking. They have become hot items for home appliances in the past two years. After entering the Chinese home appliance market for more than 20 years, they finally ushered in explosive growth.
According to statistics from China Yikang, the dishwasher market in China reached 1.98 billion yuan and 429,000 units in 2016, an increase of 105% and 102% year-on-year respectively. In 2017, the market size reached 4.33 billion yuan and 98.5 million units, doubling the scale. The year-on-year increases were 119% and 129%, respectively.
From the tepidness of entering the Chinese market, to now dishwashers have become a phenomenon-level product on the market. How did this counterattack happen?
On the one hand, changes on the demand side are driving the development of dishwashers into the stars of the star product. As the level of per capita income continues to rise, consumers have more disposable income for the pursuit of higher quality of life after satisfying the most basic material needs. The emergence of dishwashers just catered to this need for consumer upgrades.
On the other hand, the great popularity of dishwashers is inseparable from the active promotion of companies. In the two years of the dishwasher explosion, Chinese dishwasher giants have accelerated the promotion of product and technological innovation, and have consistently introduced suitable products for Chinese families. Dishwasher products.
Supply, which requires simultaneous growth in both directions, has led to a doubling of the dishwasher's growth rate for two consecutive years. In the development of the dishwasher, this dishwasher has undoubtedly been at the forefront of the industry. It is understood that in 2017, Midea dishwasher domestic sales market increased by 300% year-on-year, three times industry growth.
This can not be separated from the beauty of the dishwasher based on the needs of the user to carry out the product differentiation and innovation. Whether in the 2017 release of the AWE on the popular model of the FAN to install dishwasher products, or in the CIKB2017 release of the new sink type Dishwasher, or even on the 2018AWE to carry the installation, desktop, sink, embedded, drawer and free-standing dishwasher, the most complete product lineup debut, beautiful dishwasher products for each new technology, new The design and new features all demonstrate the insight and technical strength of the industry's only all-round professional player to consumers, and promote the development and popularity of Chinese dishwashers.
In the eyes of the United States, dishwashers are 'imported'. If you only copy and follow the experience of Europe and the United States for more than half a century, then dishwashers cannot open the Chinese market. Only the pain points from the needs of Chinese users Starting from based on the characteristics of Chinese home kitchens, catering culture and other innovations in dishwasher innovation, so that 'more understanding of the Chinese kitchen', China dishwasher can have the future.
In fact, as early as 2015, Midea dishwasher clearly stated that it would insist on doing a 'good-to-use' Chinese dishwasher, and enhance its products from a variety of dimensions including product form, washing system, and capacity design. The needs of Chinese families with unique dining habits.
First of all, in terms of innovation in product form, it is the 'beauty fan' that was introduced during the AWE last year. It is installed without a dishwasher. This product removes the inlet pipe by adding water at the top. , Realized the dishwasher-free installation, reduced the dishwasher's access threshold, and because it is petite, can easily move into a small Chinese home kitchen space, perfect solution to the consumer is afraid of installation trouble and the kitchen space is not spacious enough Concern. This popular product also captures the hearts of a large wave of consumers because of its compactness, convenience, and cost-effective features. Its sales volume reached 100,000 units in only five months of listing.
The cross-border four-in-one sink dishwasher launched at CIKB2017 is another masterpiece of Midea’s dishwasher innovation in product form. This set of sinks, living water purification, fruit and vegetable washing, and kitchen waste disposal four functions The one-piece product perfectly solves the three major needs and pain points for consumers to wash dishes, clean dishes and go to kitchen.
This year, Midea also upgraded the above two products on the basis of the original. During the AWE of 2018, Midea introduced the Emi Series, the first of its kind in the dual-mode water-injection industry, to install the EVA series, and to provide integrated cleaning. Washing sinks, washing dishes, washing fruits and vegetables, kitchen waste, clean water, and other major functions in the integrated kitchen cleaning platform of the washing master, give the product more features and value.
In the innovation of the washing system, Midea’s dishwasher is also a great effort. Considering the difficulty of washing heavy oils in Chinese restaurants, Midea’s dishwashers have developed a unique upper and lower screw jet spray system that can continuously flow in high temperature and high pressure in all directions. Wash the surface of the dishes, even if heavy oils and remnant plate grains can be cleaned.
Not only that, Midea dishwashers are also equipped with a water washing machine for sink dishwashers, which makes washing the dishes more 'clean'; a hybrid dual-power washing combined with ultrasonic and inrush current technology makes fruits and vegetables clean and safer, 36.5°C Life temperature is more effective for pesticides and pesticides. According to authoritative tests, it removes more than 97% of the 15 pesticide residues.
Dishwasher capacity design, the current dishwasher of the United States, embedded, desktop, sink and wash-free dishwashers cover universal household washing needs, capacity from large to small, suitable for a variety of kitchen applications Scenarios to meet more differentiated user needs.
With this differentiated product innovation based on the pain points of Chinese users, and with the help of the volume and market influence of the United States, Midea’s dishwashers took the initiative at the beginning of market development and occupied the position of the industry leader.
As the only all-round 'professional player' in the industry, Future America's dishwasher will continue to promote the popularity of Chinese dishwashers through continuous innovation. Midea dishwashers not only set off the huge potential of the Chinese dishwasher market. At the same time, it is also seeking more space for the development of Chinese dishwashers.
