Recently, the 50th national kitchen tour of the United States has come to Guangzhou. The national roadshow is yet another 'big investment' in the kitchen power market, and Midea also introduced new dishwasher products and increased publicity efforts. The analysis data show that dishwasher is becoming the biggest growth point in the current kitchen electricity market, but in the future, the utilization rate is not high, and the issues that are not completely in line with the habits of Chinese users will also be more and more urgently needed to be solved.
Midea Releases Compound Functional Smart Dishwasher
Recently, Midea’s kitchen power was named “The Taste of Heart”. The 50th Anniversary of the Fine Kitchen Tour came to Guangdong. At the Guangzhou Railway Show, dishwashers, smoke stoves, micro steaming, refrigerators, rice cookers, water purifiers and other fine items arrived. display.
The reporter learned at the scene that the integration of one-stop service and the overall kitchen solution of AI interaction will become the focus of the future development of kitchen appliances in the United States. Liang Zhengtao, marketing director of Midea’s kitchen appliances domestic marketing company, told the Nanfang Daily reporter that in the future kitchen R&D , The United States kitchen appliances to create a complete set of kitchen solutions, the United States of smart appliances, intelligent hardware to achieve full category control, query and scene linkage, recipes, nutrition management and other personalized services, to achieve more friendly interaction.
It is worth noting that during the tour, Midea and Tmall jointly released a new sink dishwasher, which focuses on fruit and vegetable cleaning, garbage disposal, sinks, and dishwashers.
Midea's dishwasher team told the Nanfang Daily reporter that the newly released Midea S2 sink dishwasher can be installed as long as there is a sink in the house. Its biggest feature is the sink, dishwasher, disinfection cabinet, fruit and vegetable purifier, kitchen waste. The shredders are combined together, and the washing of the dishes is achieved through the cooperation of the intelligent soft water system, the induction respirators, and the filter breathable column. The purpose is to solve the problem of kitchen cleaners in the cleaning of fruits and vegetables exceeding the standard and difficult to handle. 1. Laborious, kitchen waste is in trouble, kitchen space is small and so on.
Dishwasher grows into kitchen electricity market 'Highlands'
Undoubtedly, in the 50th anniversary national kitchen tour of the United States, dishwashers have become the focus of their special promotion. After the home appliance giants have increased their input and pushed the dishwasher, the current dishwasher products are in production and sales. The rapid growth of the end-users has become an upstart in the kitchen electricity market.
According to statistics from AVC, a market research institute, in the first quarter of this year, the retail value of dishwashers reached 870 million yuan, up 41.2% year-on-year; the retail volume reached 183,000, an increase of 42.7% year-on-year; and dishwashers As an emerging kitchen appliance product, it is definitely the 'nobility' in the kitchen appliance category, and its price is also rising year by year. Ovid Cloud Network (AVC) monitoring data show that the average price of online dishwasher in the first quarter of 2018 is 3693 yuan Around, the average price of the offline dishwasher is around 5939 yuan.
The statistics of Yikang in another market research organization show that in the first quarter of this year, the cumulative retail sales of dishwasher products on the online market reached 84.3% year-on-year, while the growth rate of new-type markets fell below 100%, but they remained relatively High market growth rate.
In the May 1st of the past, the growth rate of emerging kitchen and electric appliances slowed down, with embedded products slightly declining, but the performance of the dishwasher was still eye-catching. According to AVC monitoring, the products of the offline dishwasher market The structure is relatively stable, with a slight increase in the retail share of desktop and embedded dishwashers, both increasing by 0.4%.
It can be said that since the beginning of this year, the kitchen appliance market has not been prosperous. In the first quarter, it may even be regarded as 'cold winter'. However, dishwashers have been growing strongly against the trend.
According to industry analysts, apart from the low base of product scale, the most important factor behind the high growth is that dishwasher companies and channel distributors have invested more in the past two years, from promotion to terminal deployment, etc. Many users accepted.
In 2018, the market size of kitchen appliances will reach 110 billion yuan, a year-on-year increase of 12.5%. Dishwashers and embedded integrated machines will unleash a huge amount of force, which will encourage the kitchen-electricity market to continue its rapid growth. 'Beijing Zhongyekang Times Market Research Co., Ltd. The company's general manager Jia Dongsheng said.
Market brand competition differentiation
According to the “White Paper of China's Dishwasher Industry in 2017”, the Chinese dishwasher market has continued to improve in recent years. In 2016, the retail sales in the market reached 1.98 billion yuan, an increase of 104.8% year-on-year; as of August last year, the dishwasher market retail sales It has reached 2.42 billion yuan, exceeding the total retail sales in 2016, an increase of 134.7% year-on-year.
Ovid Cloud Network (AVC) predicts that the retail value of dishwashers will reach 9.09 billion yuan this year, an increase of 107.8% year-on-year, and retail volume will reach 1.694 million units, an increase of 108% year-on-year.
Liu Buchen, an analyst in the home appliance industry, said that at present, almost all mainstream home appliance companies have introduced dishwasher products. It is expected that this product will maintain rapid growth in the next three to five years and is expected to reach an annual sales volume of 10 million units.
Scale growth 'Rough' in the market, is a brand of Lin Li.
China Yikang retail monitoring data shows that last year China's dishwasher brand reached 59 brands, an increase of 21; product models as many as 285, an increase of 77.
The Ove Cloud Network monitoring data shows that the number of dishwasher brands increased significantly during the '51' period in 2018 compared to the same period of last year. Dishwashers increased from 22 to 52, and embedded products increased from 66 to 86. Home, brand competition is getting fiercer.
Home appliance industry research expert Lu Jiebo explained that in the domestic dishwasher market, local manufacturers and foreign brands are resistant, local brands such as the United States, the owner and other brands are pursuing the Chinese transformation of dishwashers, in an effort to better meet the needs of domestic consumers. There is no lack of strong players overseas, such as AEG and other old German high-end brands are trying to directly educate domestic consumers with international quality. After entering the market, the main products are imported.
Industry analysts pointed out that the current competition in the entire dishwasher products, the front competition is the brand, the price, the product, the background is the ecology and the platform. With the competition of the home appliance industry giants and oligarchs, brought about by the kitchen competition We are embracing integration, integration, and intelligence. At present, the development path of the dishwasher industry is ushering in a round of in-depth differentiation. One path is along the route of dishwashing and other tableware, to strengthen the washing of dishes, and wash quickly; The other way is to follow the healthy diet, healthy water route, from washing dishes, washing fruits and vegetables, to the entire kitchen clean water, soft water healthy water, thus jumping out of the traditional hardware competition, and fully shifting to the kitchen ecology and user demand competition.
On the whole, the opportunities facing the dishwasher industry are still the opportunities and challenges.
Some people think that the dishwasher utilization rate is not as high as one would expect, and there is still a certain vacancy rate in many households. There is a significant gap between the nature of the dishwasher product itself and the domestic consumer's lifestyle.
But this also means that there is still room for development. 'Just as some years ago, some people have asserted that microwave ovens do not meet the 'Chinese national conditions', but in fact more and more young people are now accustomed to having no open flames. No fumes cooking methods, and the popularization of the dishwasher, allows users to free their hands, can enjoy more leisure time, this type of enjoyment of the future of home appliances will inevitably become the mainstream of the market. ' Lu Renbo said.