'Dishwashing is one of the least chores I like to do. I believe many people share the same feeling. In order to 'escape' the dishes, I became a dishwasher user three years ago. Three years down, every day is inseparable. One is the mobile phone, and then the dishwasher. The tableware that has been sterilized and dried by high temperature is as clean as new, psychologically giving a quality, comfortable feeling, which is also praised by many users including me. The reason for this. Therefore, I firmly believe that the dishwasher will become one of the standard products of the Chinese kitchen. ' On September 10, 2018, under the guidance of the China Household Electrical Appliances Association, China National Grid and the Jingdong Mall hosted the 'washing dishes. Just forever, I want to be strong in the 2018 China Dishwashing Industry Summit Forum. On the head of Jingdong Kitchen and Bath, Ye Bo undoubtedly expressed his love for the dishwasher.
The wind is coming: JD dishwasher's five-year sales scale is 100 times
According to Ye Bo, in the past three years, the compound annual growth rate of Jingdong dishwasher products sales exceeded 200%; in 2018, in the case of poor performance of the kitchen and equipment market, Jingdong dishwashers are expected to exceed 1 billion yuan per year. .
'With the advent of the 80, 90 post-consumption era, our concept of life has changed a lot, consumers are pursuing a more comfortable and healthy lifestyle, and the dishwasher can free hands and leave the after-dinner time to accompany the family. The development of personal interests, etc., became the internal driving force of the dishwasher into the family. ' Ye Bo analysis believes that 'in addition, in recent years, we have witnessed the continuous upgrading of the technology of the dishwasher, especially the increasingly localized design, to solve The cleaning time is long, the design of the bowl basket is unreasonable, the installation is cumbersome, etc., which is not in line with the habits of the Chinese people. It has cultivated suitable soil for the dishwasher rooting. Furthermore, the table top, the sink type, the independent type, the embedded type and the like The choice of products enriches the installation environment of consumers. You don't have to 'cut your feet', and all kinds of conveniences are paving the way for the popularity of dishwashers.'
Consumers' attitude towards the dishwasher can also be seen in the 'swelling' position in the home appliance category in Jingdong. In 2010, disinfection cabinets and dishwashers appeared as a collection in Jingdong Appliances. In the category breakdown list, the sales volume in 2012 was only about one million yuan; and by 2014, the dishwasher suddenly sprang up, the annual scale exceeded 10 million yuan; and by March 2016, Jingdong divided the dishwasher into an independent third-level Category, In the same year, the dishwasher created a '6.18 sales growth over 300%' in the Jingdong platform, and 'double 11 sales on the same day's 'double miracle'; and in this forum, Ye Bo even thrown ' The size of 2018 is expected to exceed 1 billion yuan 'surprise 'eggs'.
'We counted the platform keyword search from January 2016 to August 2018, and found that its traffic increased more than 80 times. It can be seen that the degree of attention of the dishwasher has gradually increased. ' Ye Bo also pointed out that ' , sink dishwasher, free installation of dishwashers, etc. become a new category of hot words. '
Rapid brand penetration, gradual grading of consumption
With the enthusiasm of dishwasher consumption, Jingdong Dishwasher entered the fast lane of development in 2018. It is reported that Jingdong has introduced a total of 82 dishwasher brands, including imported brands such as Miller, Siemens and Panasonic. Also includes Fangtai, Boss, Vantage and other professional kitchen appliances brands, as well as Haier, Midea, Yunmi and other comprehensive brands.
Ye Bo said, 'At present, the dishwasher brand pattern is highly centralized. Taking Jingdong as an example, the top five brands can account for about 92% of the overall sales share. In terms of product sales structure, compared to 2017, embedded The proportion of products continues to increase, the number of stand-alone and desktop products has declined, and the sales share of sink dishwashers continues to rise. This is consistent with the industry's recognition that 'desktop dishwashers are transitional products, and embedded is the mainstream of the future'. The views are consistent. From the price point of view, 2000-4000 yuan is still the mainstream price range accepted by Jingdong consumers.
Ye Bo believes that the current consumption of dishwashers has shown a more obvious consumption stratification. 'With the maturity of the dishwasher technology, the low-end products can solve the problem of washing and drying, and the dishwasher has The high-temperature disinfection function is cleaner than hand washing, so the popular entry-level desktop products and small-capacity embedded dishwashers are enough to meet the daily needs of consumers for washing dishes, and the prices are becoming more and more approachable. In addition to meeting basic functions, some High-end products, adding intelligent such as automatic delivery, soft water, care washing, fruit and vegetable washing, sterilization drying, removal of pesticide residues and other additional functions, to meet the high-end consumer personalized demand, the overall price is higher.
In addition, the traditional hotspot sales area of dishwashers is concentrated in large cities such as Beishangguangshen and Shenzhen. With the penetration of consumer concepts, sales in second- and third-tier cities have begun to increase, such as sales growth in Chengdu, Suzhou, Chongqing, Changsha, Nanjing, Shenyang, etc. expand.
Jingdong boosts the popularity of dishwashers
As an important sales channel for home appliances, JD.com has promoted the popularity of dishwashers among Chinese consumers in recent years. 'We started to sell dishwashers in 2014, and we have continuously introduced high-quality brands at home and abroad, and actively joined forces. The National Household Appliance Research Institute has established dishwasher industry standards to promote the dishwasher market to enter the norm of sustainable development. In addition, Jingdong has also held five consecutive dishwasher festivals, through offline event experience, industry forums and other forms. Cultivating and promoting the dishwasher market has achieved remarkable results. From 2014 to 2018, Jingdong dishwasher sales increased by 100 times, promoting and leading the development of the entire Chinese dishwasher market. Acquired, we are very proud!'
However, Ye Bo also mentioned that there are still some problems in the road of popularization of Chinese dishwashers.
First of all, consumers lack awareness of dishwasher health, water conservation, sanitation, etc., and need market education. 'Our dishwasher penetration rate is less than 3%, while in Europe and America, the ratio is 70%, which is enough to explain the problem. Therefore, there is a need for joint efforts of producers, distributors, relevant government departments, industry associations, and the media. Jingdong is willing to assume such a role and lead everyone to make a dishwasher that truly enhances the quality of consumer life. , pushed to thousands of households. '
In addition, the size and layout of our living room and kitchen are complex, and can even be said to be ever-changing. This requires more technology and product innovation to solve the needs of different installation environments. 'Jingdong kitchen and toilet have successively introduced water heater installation fee caps, etc. Service policy, in the face of the installation of the dishwasher, we are also actively promoting the solution, hoping to provide users with more convenient on-site installation services.
Finally, Ye Bo believes that although the price of dishwashers has dropped considerably, it is not enough to be close to the people, and more and more popular products need to be introduced to the market. 'With Jingdong Big Data, we are also providing data support for manufacturers, hope Create a popular 'explosive model' that is more suitable for Chinese families and accepted by the whole people. '
At this forum, Jingdong and Lijie's brand Finish and the dishwasher companies jointly opened the 'Jingdong 5th Dishwashing Festival'. During the event, you can enjoy the full range of 1000-100 dishwashers. The bowl machine has a 0 yuan trial, and the white strip has 12 interest-free offers. For details, please refer to the following link: https://sale.jd.com/act/WvEaIQGC2UlVrBY.html