For Chinese consumers, the dishwashers that were new in the past few years have changed dramatically in the past two years. According to the 2017 White Dishwasher Industry White Paper, the 2016 dishwasher market retail The amount reached 1.98 billion yuan, a year-on-year increase of 104.8%. Aowei Cloud Network (AVC) data showed that the retail sales of dishwashers in 2017 was 4.4 billion yuan, up 129.2% year-on-year; in the first half of 2018, the retail sales of dishwashers It reached 2.4 billion yuan, a year-on-year increase of 38.2%. 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%.
'Consumers are gradually realizing that machine washing is healthier than hand washing, while saving time can be more of a family member or trying more meaningful things.' Senior Vice President and Chief Sales Officer, Bosi Household Appliances (China) Co., Ltd. Wang Weiqing told China National Grid that the general trend in the past two years is to 'return to the family', and the public is paying more attention to food hygiene and safety issues. On the other hand, as the pace of consumption upgrading accelerates, people live a healthy life and a quality life. Demand is becoming more and more urgent, and the dishwasher will naturally enter the consumer's sight. 'This is in line with Bosch's corporate philosophy of insisting on high-end product positioning. We hope to free users from the cumbersome kitchen chores, let Chinese consumers try to enjoy the leisure time after the food, and open a truly efficient, environmentally friendly and comfortable modern life.
Optimistic about the Chinese market: there is great potential under low penetration rate
In the first half of 2018, the overall kitchen appliance industry was cold. Traditional kitchen appliances experienced negative growth for the first time. The performance of emerging kitchen appliances was not as good as that of 2017, but the growth rate is still much higher than that of traditional kitchen appliances. Among them, dishwashers are retail. The amount of money increased by about 38% year-on-year. It also brought infinite vitality and vitality to the entire kitchen appliance industry. Relevant data show that dishwashers have a penetration rate of nearly 60% in countries such as Europe and the United States. China's penetration rate is less than 3%, which also indicates that China's dishwasher market has great potential for development. In the future, it is even expected to be the same as white electricity. Black electricity is generally one of the standard for ordinary families.
'We are very optimistic about the Chinese market', Wang Weiqing said to China National Grid. In order to implement the localization strategy and deepen the Chinese market for more than 20 years, Bosi Home Appliances constantly adjusts itself to meet market demand. Wang Weiqing said that strategically speaking, Bosi appliances first believe that the general trend of dishwashers will not change, and the consumption upgrades that Europe has experienced, as well as the historical stage of people's development towards 'good life', make Bosch home appliances know more at different times and different times. Under the standard of living, users pay more attention to which type of products. Therefore, with years of experience and combined with the new demands generated by the Internet background, Bosi Home Appliances is constantly adjusting its strategy to cope with new market demands, although it does not change its direction. .
Secondly, some new trends in the Chinese market are being glimpsed. Under the background of consumption upgrading, people are increasingly pursuing health and quality consumption; the second-child policy will further expand the family size; the labor costs such as hiring nannies are gradually increasing; Intensified, these will have an impact on the user's meal washing problem, so the dishwasher is more and more needed, at the same time, to solve the consumer's pain points from the technical level, to meet the new needs of consumers, it is also Bosch home appliances has been Concerned and worked hard.
Wang Weiqing said: 'We respect the changes brought about by technology and also see the changes brought about by the development trend of China's dishwasher market.' Based on this, Bosi Home Appliances has been striving to bring better consumers to consumers. The experience of using and a healthier life. It is reported that Bosi home appliances is one of the few manufacturers in China that can provide consumers with all kinds of dishwashers.
The 'Guangjing' of Bosi Home Appliances makes the 'small' kitchen a great place
Compared to the European, 15,20 square meters of 'big' kitchen, China's 4 to 6 square meters 'small' kitchen is more complicated. Therefore, in order to meet the different needs of Chinese consumers, Bosi appliances have introduced a smaller kitchen area. Or a desktop dishwasher with a low family size and an ultra-thin freestanding dishwasher. For families with a large number of dishwashing utensils, Bossi appliances offer a full-size dishwasher. 'For the pursuit of overall kitchen installation We offer a compact embedded and full-size embedded dishwasher for perfect embedding. 'Wang Weiqing Introduction.
Wang Weiqing said that Bosi Home Appliances has always adhered to the 'consumer-centric' strategy, combining decades of experience in the deep-drilling dishwasher industry, and targeting Chinese household kitchen scale, food culture characteristics, and tableware habits for Chinese consumption. Tailored Siemens Cleaner Series dishwashers and Bosch New Net Series dishwashers.
' 'Intimate custom height, smart space bowl, new ultra-clean washing program' is the three major innovations of the Huanjing series of dishwashers. 'Wang Weiqing said that the 'intimate custom height' of the series of dishwashers means The 77.5cm mounting height, adapted to the size of most of China's mainstream cabinets, allows for a perfect embedded installation, while ensuring that the height of the counter embedded in the dishwasher still allows most consumers to maintain the elbow distance during cooking. In the comfort of the height range. 'Smart space bowl basket' refers to the Chinese new bowl basket specially created for the Chinese kitchen, so that users can place different caliber cutlery. 'New ultra clean washing program' with strong washing water pressure , up to 3.5 meters water column, 72 ° C water temperature dissolved oil, sterilization rate can be as high as 99.99%, one-button solution to the Chinese tableware cleaning problem.
'Boxi home appliance planning products are not based solely on product types, but based on the needs of consumers, starting from solving the pain points of users to build products. 'Wang Weiqing told China National Grid, whether it is large capacity or integrated into the overall sense of kitchen cabinets and other aesthetics Dishwasher products, even including home-connected products, are the direction of Bosi Home Appliances to innovate to meet consumer demand. 'In the future, Bosi Home Appliances will continue to implement localization strategies and continuously improve dishwasher production in China. And research and development capabilities, and localized research and development and innovation of dishwasher products according to local conditions.'
Starting from consumer education, channel linkage promotes industry development
Although it has continued to experience double growth in the past two years, the market penetration rate of 3% is still an unavoidable 'slot'. It is necessary to fully realize that the development of the dishwasher market is still in the popular stage. It is Wang Weiqing's point of view. He believes that enterprises need to actually do consumer education, consumer experience, and concentrate on telling consumers what kind of benefits the dishwasher has, and thus promote the development and rapid spread of the dishwasher industry. .
'From Bosi Home Appliances, we carry out the promotion of online and offline channels according to the characteristics of different promotion methods. 'Wang Weiqing said that in addition to the trial of 10,000 dishwashers with Suning, the Siemens home appliances are also crowned. Named the 5th Dishwasher Festival in Jingdong, the two sides also cooperate closely in the dishwasher category to promote dishwasher products.
In terms of brand cooperation, Bosi Appliances has deep cooperation with SMI, Weifa, Boloni and more cabinet brands, and there are more than 500 Siemens appliances in China's Red Star Macalline and Real Home. 200 brand stores of Bosch home appliances, consumers can purchase the dishwasher products of Bosi home appliances while purchasing cabinets in the mall.
At present, China's dishwasher market is a stage of popularization and high-speed development. All professional kitchen appliances brands, related major brands, and even some Internet brands are entering the dishwasher field. It is foreseeable that when the market forms a certain scale, Consumers are more and more aware of products, enterprises, and experience, and competition among brands will become more and more fierce. At that time, only those with core technologies can grasp the quality of products and can adjust according to consumers' needs at any time. In this regard, Wang Weiqing expressed the expectation that more and better dishwasher products will appear in the Chinese market. Bossi home appliances will also make greater progress in the development of China's dishwasher industry. Effort and contribution. 'We look forward to working with more partners to study dishwasher technology, bring high quality products to Chinese consumers and actively promote the development of dishwashers in China. Let more and more consumption While enjoying technology to change lives, it also allows more Chinese families to enjoy a happy after dinner.