In the 'Dishwashing is just right, I want to be strong 2018 China Dishwasher Industry Summit Forum', a group of data from Jingdong shows that in all styles, the proportion of sink dishwasher sales reaches 10%; and in 2017 The figure is still 6%. Despite the high price of the single item and the single volume of washing, the consumer's enthusiasm for the sink dishwasher is constantly rising. Fang Tai sink dishwasher product minister Li Jian Tell China National Grid, 'Online market, the proportion of sink dishwashers is higher. In 2017, for example, sink dishwashers can account for 45% of the sales of embedded dishwashers. As a new category, the bowl machine grabbed the real pain points of Chinese consumers and pressed the popular shortcuts in the dishwasher.
Fang Tai Sink Dishwasher
Become a family just like a sink
At the launch of the first dishwasher consumption promotion event in 2017, a media teacher shared her experience. 'At the time of renovation, I chose the sink dishwasher. It is wise to look at this decision. Mainly based on a few Point experience, First, my kitchen area is small, the sink dishwasher replaces the original sink position, does not add too much space itself, and the door is open, two people can also open in the kitchen; before eating, I will Putting the dishes in the sink, this habit continues in the sink dishwasher; we are a family of 3, choose 6 sets of capacity, wash once in the morning and evening, convenient and not wasted.
The experience described by the media person cuts the original intention of the Fangtai sink dishwasher. 'We want to create a product that truly conforms to the Chinese kitchen habits. It is different from the European dishwasher, and it is not a foreign variant. It It should be a product that really 'from Chinese users, to Chinese users'. 'Li Jian said, 'Dishwasher promotion in China experienced 'three ups and downs'. I think, in addition to higher prices, non In addition to the factors such as demand, the important point of the first three actions is that the products do not meet the needs of most Chinese families and do not have access to China's 'ground gas'.
What is the kitchen of most Chinese families?
The space is small, and there are many items, because the crowded process design is often unreasonable. Here, the cooking is concentrated, the smoke is hot, the hands are messy and the stains are greasy, just like the busy life.
Fang Tai Sink Dishwasher Product Director Li Jian
Li Jian pointed out that 'the washing step in the kitchen is not only a dishwashing, but it often stops at this point. We studied why the traditional dishwasher has a low domestic occupancy rate, and found that from cleaning effect, pipeline passage to use The experience, as well as the installation environment that was deliberately avoided, the change of water and electricity, etc., are restricting it from smoothly entering the Chinese family. In this case, Fang Tai is actually giving a go.
'We started to visit users 3 years ago, an average of 3 per day. As of the first generation of products, 1200 families provided us with suggestions and opinions. We studied the environment of Chinese kitchens, the tastes and tastes of Chinese people, habituality. Cooking process, waterway and circuit routing, summarizing commonalities and differences, and finally launched a three-in-one sink dishwasher with a sink, dishwasher, fruit and vegetable purifier. Washing dishes and dishwashing are the main cleaning processes that take place in the kitchen. Now, we will solve it together. Now, there are more than 40 brands that imitate the sink dishwasher, some are the outer shell of the sink, the core of the European machine; some are imitating us, but some core technical principles It is impossible to be copied in a short period of time. The sink dishwasher also washes fruits and vegetables while washing the dishes. Therefore, it must be considered at the beginning that there is no hidden space inside, otherwise it will form a sanitary corner. After a long time, it will be as dirty as the following waterways. The entire side of the sink is the open waterway inside the dishwasher. It is a difficult problem that we spent many years on the patent layout.
At present, the Chinese invention patent of Fangtai Sink Dishwasher has reached more than 140 items. It is unique in the single category of household appliances. With its deep research and development and excellent performance, Fangtai Sink Dishwasher has become the kitchen appliance category. Award-winning professional households'.
In fact, Fang Tai’s expectation for the sink dishwasher is to make it a 'substitute' for the kitchen sink, positioning it in the 'Chinese kitchen just need'.
'The concept of quality kitchen is deeply rooted in people's minds. The concept of our generation still exists in the memory of manual dishwashing; but for children after 00 or smaller, it may be just natural to wash dishes. This change of mind is not overnight. Occurs, but its trend is irreversible.'
Li Jian calculated such an account. The price of a set of better quality sinks is above 2,000 yuan. The price of a fruit and vegetable washing machine for pesticides is around 2000, and the price of a better embedded dishwasher is 5000. More than the yuan. And Fang Tai sink dishwasher combined with the three functions, whether it is the value of the face or function can better meet the needs of the Chinese kitchen, by consumers love and reasonable.
Label traditional products with products
'Benevolence, lover', as the core culture of Fangtai Enterprise, Confucianism runs through its entire chain from product development to after-sales service.
'Taking the sink dishwasher as an example, the reason why I first developed such a product was the aging of my parents,' said Li Jian. 'In ancient times, people said 'parents are not far away', but now most Young people can't be filial to their parents. When we were a Chinese New Year, a big family sat in the living room and laughed, but at a certain moment, I saw my father cleaning a table of lazy dishes in the kitchen alone. I’m so sad, he’s not good at his waist and legs, but he has never slacked off to take care of the whole family. He said that raising children is anti-aging, but his children are far from the rest of the country. Such fathers and mothers have thousands in China. So we hope to have one Machines, helping them reduce housework and have more time to enjoy life, this has become the main selling point of this product.
To this end, Fang Tai sink dishwasher created a 'mother's time machine' this classic video marketing case, giving the product a warm atmosphere.
'Management master Drucker said that the company's mission is only two, innovation and marketing. And we believe that the best marketing must be based on the best innovative products and resonance of human emotions, Fang Tai sink dishwasher realized This harmony. '
About one-fifth of all the sink dishwashers sold by Fangtai are re-installed users, and it is inevitable that dust, clutter and other uncomfortable conditions will occur during the change. 'To this end, we launched a three-hour dust-free change. With the service, the customer can go for a walk, and when they come back, they can complete the change. The staff will clean up the entire countertop and the ground, creating comfort for the customers, and the service is also our corporate culture.
In addition, in response to feedback from some consumers that '6 package size is not enough' and 'can't wash the pot', Fang Tai will launch 8 sets of new products in the second half of the year. On the topic of 'washing pots', Fang Tai will also consider other solutions. 'We have studied two scenes of Chinese kitchen washing pots. One is to fry the dishes, simmer with water, and immediately fry another dish; After the meal, the pot is washed. In the first scene, the dishwasher is too long, certainly not applicable. The second scene has the following points: First, the Chinese pot is different from the West, cauldron, pot, There are many kinds of wok, pressure cooker and ceramic pot. For example, the wok is mostly easy to smash with the wooden handle, and the cauldron is generally difficult to put in the dishwasher. This requires special consideration. Second, the Chinese kitchen has more fires. Cooking, the bottom of the pot will be attached with tar, which is not suitable for cleaning with the bowl in a cavity. In the future, Fangtai will consider other ways to solve the problem of washing the pot, please give us some time.
The attitude of Fangtai Sink Dishwasher has made it a growth path and won many awards. In this forum, Fang Tai once again included the '2018 China Dishwasher Industry Model Award', 'Classic Marketing Case' Pioneer Award'', Fangtai JBSD2T-X1S model products won the 'online word of mouth model award', and the reputation is extraordinary.
The product that knocks open the hearts of consumers is always temperature-sensitive.