With the advent of the 618 online shopping carnival, another round of PK wars in the e-commerce channel is about to kick off. From warm-up promotion, marketing campaign, to explosion models, buy gifts, home appliance manufacturers are gearing up, ready to go. It can be seen that the importance attached to the increasingly mature channel branch of e-commerce has even been considered as a strategic consideration of the enterprise.
Then, in this fierce battlefield, how is the survival status of this new category of dishwashers? With this curiosity, Aiken Power Network landed on Tmall, the mainstream e-commerce platform, and searched for 'washing'. The key words of the bowler's machine, ranked by the level of sales volume, found that consumers have a relatively high degree of acceptance of dishwashers, kitchen appliances, and household appliances. The top three products all exceeded 1,000 in May. Taiwan, this is a good result for dishwashers whose household penetration rate is still low.
On the other hand, the top ten products in the monthly sales are from the mainstream kitchen and electric brands. This shows that due to the higher technical threshold, the competition in the dishwasher market is still relatively orderly and does not appear like a traditional smoke stove. There are three types of dishwashers in the industry. Siemens and Haier have three different models of dishwasher products. Midea has five seats in one breath. Then it expands its scope to the top 20 products. Steady occupancy of 9 seats, leading the total number of monthly sales.
In the dishwasher market ushered in explosive growth, attracted the attention of various forces from the moment, why the United States can highlight the encirclement, the first to show the leading strength?
First, relying on 19 years of professional manufacturing experience and experience in the dishwasher industry, Midea has a full line of desktop, embedded, installation-free, sink-style, drawer-style and free-standing products that can fully meet different levels of consumption. Different requirements for different use environments. Taking the top ten products of Tmall as an example, there are large-capacity dishwashers W3908T that can hold 8 sets of cutlery, and there are desktop washing machines tailor-made for small-sized houses. Dishwasher D1; both high-end embedded X3 models equipped with 12 invention patents, and a new popular type of 'beauty van' free installation dishwasher M1.
Secondly, despite the rich and varied product line, the ever-changing positioning of 'Chinese style dishwashers' is precisely targeted. For a small range of Chinese kitchen space, Chinese heavy oil, and a series of localization needs such as deep bowls, local conditions suit local conditions. The innovation, with more meticulous, professional, grounded gas solutions, pushes dishwashers into millions of Chinese homes.
Of course, it is not easy to really accomplish these two things. Strong technical force is a solid backing for Midea dishwasher. Since 2000, since entering the dishwasher industry, Midea has become the first domestic dishwasher. Manufacturers in the field. At present, Midea has Asia's largest dishwasher production base. It is one of the three largest dishwasher manufacturers in the world. The annual sales volume has reached 4 million units, which is enough to prove the development of Midea dishwashers. Manufacturing strength. So far, alone in the category of dishwashers, Midea has obtained more than a thousand patents, thus building a differentiated competitive weapon.
According to Mr. Wu Shoubao, general manager of the dishwasher company of Midea Kitchen Appliances Division, the products are complete, accurate positioning, and powerful innovation. This fully demonstrates the status of Midea in the dishwasher industry, and also reflects the beauty of the United States. Solve the determination and action of Chinese consumers to wash bowls. Based on this, Midea's dishwasher has revealed a greater strategic ambition, namely: To take the responsibility of the industry leader in the industry in China as a leading manufacturer of dishwashers. .
According to estimates from Yikang, in 2017, despite the doubling of the dishwasher market, the scale of retail sales is still less than 4 billion yuan. The dishwasher industry has been able to show a high-speed growth posture for consecutive years, with a penetration rate of less than 3%. The lower base of % is not unrelated. This is an undeniable reality in front of us, indicating the market’s lack of knowledge about dishwashers.
Therefore, Tmall’s platform accounted for the first, only a small step towards the universalization of Midea’s dishwashers, achieving small goals. To enable dishwashers to achieve a leap from new products to necessities, Midea’s We must ensure that our products and technology continue to lead and continue to forge products that meet China's national conditions. We must continue to promote the basic understanding of dishwashers.
As a result, Midea dishwashers once again took the lead in the industry with innovations in service. From last year’s double-No. 11 first implementation of the “360 days is not net to withdraw” and “three years of free repairs” of the gold service policy, to lead the Tmall, the United The major dishwasher brands set up an ecological alliance for the dishwasher industry, and cleverly borrowed the machine in 2018 to speed up the popularity of dishwashers. These are all starting from the overall situation in the industry and introducing the new category of dishwashers to health. , The benign development track promotion measures are firm and powerful.
Focusing on the future, as the scope of consumption upgrades expands, the potential of this dishwasher in the e-commerce platform will continue to radiate to a broader, larger offline market, already in a secondary market. To achieve full coverage, the layout of channel outlets with coverage of more than 95% in the tertiary and tertiary markets will be the cornerstone of Midea dishwashers for greater development.
