Although it is imported, the dishwasher market has grown at an alarming rate in recent years, leading the emerging category of home appliances. However, this year, the kitchen appliance industry is generally sluggish, the growth rate of the dishwasher market is slowing, but still maintains double digits. The above growth. Industry people are optimistic about this market, optimists estimate that the future dishwasher market is expected to exceed the scale of 100 billion.
However, Nail Technology believes that there is no doubt that the market will continue to improve in the long run, but to truly grow into a billion-dollar market, there is a long way to go for the entire industry, and it must not be blindly optimistic.
First look at the reasons for optimists. First, it is technological progress, manual labor makes machines replace this trend; second, consumption upgrade, more people pay attention to quality consumption and life; third, is kitchen evolution, washing dishes The machine will replace the disinfection cabinet into a kitchen just needed.
Of course, Nail Technology also recognizes the above three reasons, which is also the driving force for the stable growth of the dishwasher market in the future. However, to grow into a market of 100 billion, the dishwasher industry is far from this goal.
After more than three years of rapid growth, the dishwasher market has achieved good results, but in terms of scale, it is still not big.
According to the data of Yikang in the market research institute, from January to July 2018, the retail volume of the dishwasher market in China was 651,000 units, up 34.3% year-on-year; the retail sales was 2.85 billion yuan, up 37.3% year-on-year.
Looking at the data of Aowei.com, the retail sales of the dishwasher market in 2017 was 4.4 billion yuan, up 129.2% year-on-year; in the first half of 2018, the retail sales of the dishwasher market reached 2.4 billion yuan, up 38.2% year-on-year. 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%.
That is to say, the current market size of the dishwasher is about 6 billion yuan for the whole year, which is not far from the scale of 10 billion, let alone the goal of 100 billion scale. Even if it is calculated according to the annual average growth rate of 50%, It will take about 7-8 years.
However, as the size of the market grows and the volume becomes larger, it will be difficult to guarantee an annual growth rate of 50%. In fact, as far as the home appliance category is concerned, no product can be used within 7-8 years. Can maintain a growth rate of more than 50%.
At present, the average price of dishwashers is about 4,000 yuan. According to the scale of 100 billion yuan, the number of dishwashers sold in each year is more than 25 million units. At present, the annual sales volume in the Chinese market is only about one million units. .
Compared with the household appliances that are standard in the family, the annual sales volume of color TVs is more than 40 million units, and the market size is less than 200 billion yuan. The entire kitchen power industry has just reached the threshold of 100 billion in 2017.
The popularity of the dishwasher will also have a process, from the first-tier cities such as Beishangguangshen to second- and third-tier cities, then to the third- and fourth-tier cities, and finally to the township market, it will be a gradual conduction process.
In addition, it is worth noting that kitchen appliances and home appliances, including dishwashers, have been greatly affected by the real estate market in the process of development. In 2018, affected by the strict control policy of real estate, the kitchen electricity market Growth has slowed down, especially in the first and second-tier markets, the impact is more obvious. At present, the overall tightening of the real estate market is a long-term policy, which has brought certain resistance to the development of the dishwasher market.
High optimism about the market is also attracting more brands. Zhongyikang data shows that from January to July 2018, the number of brands in the overall dishwasher market has increased to 73, 31 new brands; dishwasher type The number has increased to 358, with an increase of 127 models.
In short, Nail Technology believes that emerging home appliances such as dishwashers do have broad prospects for development, but the industry cannot be overly optimistic. After a large number of brands enter, there will be inevitable negative impacts on product quality control and after-sales service, which may lead to Overdraft market risk.