As an emerging category in the kitchen appliance industry, dishwashers have maintained rapid growth in the past two years. According to data from Aowei.com, the retail sales of 2016, 2017, 2018H1 dishwashers increased by 104.3%, 129.2%, 38.2%, respectively. Despite the overall market downturn in the home appliance industry, the volume of retail sales in the dishwasher market in the first half of 2018 has narrowed compared to the same period last year, but the 38% growth rate is still among the best in the kitchen industry. It is expected that the size of the dishwasher market will continue to rise to 6.3 billion yuan in 2018, an increase of 45.1%.
'It' is optimistic but not popular
It is a catastrophe for a family to eat together. It is a disaster to wash the bowl after a meal. Recently, the "2018 China Dishwasher Consumer Demand Survey Report" (hereinafter referred to as the report) released by Zero Night Show shows that for dishwashing, the total user More or less there is resistance. When you have to wash dishes, more than 60% of people will worry about being too greasy. The nausea will hurt the hands that have been protected with expensive skin care products. Therefore, in accidents When they get a generous bonus, they want to use it to pay tribute to their parents and go out to travel. They are also more willing to use this accidental wealth to buy dishwashers, sweeping robots and other household appliances that have been reluctant to buy grass. It is not only cost-effective but also a lot of convenience to optimize home environment, liberating hands and long-term use of home appliances, while saving time can do more meaningful things.
On the other hand, although people are willing to buy dishwasher products with unexpected money, although the dishwasher market has doubled and doubled in the past two years, the popularity of dishwashers in China is still very low. The report shows that nearly 80% of people do not have a dishwasher in their homes, although it is relatively optimistic that 17% of households have purchased dishwashers in the last two years (this is driven by markets, businesses, media and related institutions). 4. There is an inseparable relationship), but overall, the market penetration rate of dishwashers needs to be further improved.
What factors restrict 'it'
The data shows that compared with the penetration rate of 60% in Europe and the United States, the penetration rate of dishwashers in the Chinese market is less than 3%. Among them, the factors affecting its development are limited by the small kitchen area. .
Affected by China's housing pattern, China's kitchen space is generally small, with the analysis of the relevant kitchen appliance company's responsible person, the domestic kitchen area is basically between 4-6 square meters, 8 square meters of kitchen is already very rare, especially in the north and the wide Deep-selling first-tier cities with high land prices. So when the kitchen space is limited, it is always necessary to repeatedly order kitchen appliances such as dishwashers. According to the report, nearly 60% of users will use dishwashers. On the other hand, consumers generally have misunderstandings about dishwasher products. They think that washing dishes are not clean, and it takes time and money to pay for electricity. But in fact, this is a misperception. Washing with a dishwasher can not only clean the tableware, but also sterilize the tableware, and save about 80% of water compared to hand washing.
In addition to the factors mentioned above, the influence of traditional Chinese concepts and living habits is also a major factor restricting the large-scale development of dishwashers. People used to wash clothes with a washboard 50 years ago, but now they all rely on washing machines; People used to commute by bicycle, but nowadays cars are commonplace; people washed their hands by hand 50 years ago, but why are they still washing hands after having a dishwasher? The report said that 67% of users think that it is mainly living habits. The problem, the dishwasher as an imported product, was not suitable for Chinese tableware at first. With the continuous development of this industry, the brands have been optimized for the actual situation, but let the kitchen appliances of this category truly enter the consumer family. Still have a long way to go.
'It' is not limited to 3% in the future?
China has designed and manufactured household dishwashers for more than 20 years, but it has developed rapidly in the past two years. This is directly related to people's living standards and income levels. Fortunately, we are in the current wave of consumption upgrades, and The pace of consumption upgrading is accelerating. With the rapid development of China's economy, the per capita disposable income of residents will continue to increase steadily. In addition, more and more enterprises have entered the dishwasher field in recent years, in advanced R&D technology and more. Under the support of diversified products, the problem of excessive price will inevitably be solved to a certain extent.
According to the person in charge of the kitchen appliance company, the user has higher requirements for the high integration performance of the kitchen appliance product when the kitchen space is limited. In other words, the user has more stringent requirements for the composite function of the product. There are embedded steaming, micro-steaming and roasting machines, and there are also embedded or in-line dual-use dishwasher products for kitchen decoration. In addition, the dishwashing machine has the integrated functions of disinfection cabinet storage and long-term sterilization. The machine is also more in line with the Chinese kitchen, which can make the small space of the kitchen energy efficient.
'Some products are real needs, some are pseudo-demands, products like dishwashers are bound to be real needs. 'There is a kitchen electricity company that tells China National Grid that consumers are in high demand and this inevitable demand product The outbreak will last for a long time. 'It will never stop at 3% of the market space. The market size of the future dishwasher will be equal to the current market share of washing machines - the billion-dollar market.'
With the 80s and 90s, young consumers have gradually become mainstream consumers. Their pursuit of health and quality of life will also increase the market demand for dishwashers. After all, we have seen in the report that under the conditions of capacity, there are already 94 % of consumers are willing to buy a dishwasher for their parents who have spent most of their lives.