With the upgrade of consumption, the dishwasher has gradually become the 'standard' of many family kitchens, and it has sprung up in the kitchen appliance market. However, compared with the penetration rate of 60% in Europe and the United States, the dishwasher penetration rate in the Chinese market is less than 3%. There is a huge potential for development. It is precisely this prospect that many kitchen appliances brands, big appliance brands, and Internet brands have entered the dishwasher field, competing with each other, and new products are emerging.
In the first half of this year, the growth rate of emerging kitchen appliances sales was much higher than that of traditional categories. Among them, the sales volume of dishwashers and sales increased by about 38% year-on-year, ranking first. On September 10, under the guidance of China Household Electrical Appliances Association, China At the '2018 China Dishwasher Industry Summit Forum hosted by the home grid, the participating companies generally believe that the dishwasher will gradually become a family just needed.
Brand soared to 73
Wang Lei, vice chairman of the China Household Electrical Appliances Association, pointed out that the growth of the kitchen appliance market has slowed down this year, especially in the first and second line markets, but the dishwasher market still maintains a good growth trend.
Data show that from January to July, China's dishwasher market retail volume was 651,000 units, up 34.3% year-on-year; retail sales was 2.85 billion yuan, up 37.3% year-on-year. Among them, the traditional offline channel retail volume was 299,000 units. It increased by 15.6% year-on-year, retail sales amounted to 1.54 billion yuan, up 24.4% year-on-year; online channel retail volume was 352,000 units, up 55.9% year-on-year, and retail sales was 1.31 billion yuan, up 56.2% year-on-year.
According to the omnichannel data of Ovi Cloud, the dishwasher market in 2017 was 4.4 billion yuan, up 129.2% year-on-year; in the first half of 2018, the dishwasher market reached 2.4 billion yuan, up 38.2% year-on-year. The annual dishwasher market will reach 6.3 billion yuan, an increase of 45.1%.
'Consumers are gradually realizing that machine washing is not only healthier than hand washing, but also saves time. ' Wang Weiqing, senior vice president and chief sales officer of Bosi Household Appliances (China) Co., Ltd. believes that with the upgrading of consumption, people live a healthy life and quality life. The demand is becoming more and more urgent, and the dishwasher has naturally entered the eyes of consumers.
The data shows that from January to July, the number of brands in the dishwasher market increased to 73, 31 new brands; the number of dishwashers increased to 358, and the number of new models was 127. 'In recent years, many kitchen appliances brands , major home appliance brands, and even Internet brands have gradually entered the dishwasher field. 'The owner of the Vantage dishwasher said.
Lu Shenghua, editor-in-chief of China National Grid, believes that it is possible to see the future development prospects of China's dishwasher market. Since last year, some integrated appliance manufacturers, kitchen appliances, small household appliances companies, and even Internet companies have begun or are preparing to lay out dishwasher products. Miller, AEG, Toshiba and other foreign brands of dishwasher products have also begun to enter the Chinese market.
Embedded dominates
At present, the dishwasher will become the kitchen standard has become the industry consensus, the company has a layout. In March, Bossi dishwasher Anhui Zhangzhou plant put into operation, with a total investment of 700 million yuan, design capacity of 2 million units. As a sink dishwasher Founder, Fang Tai launched the 'Washing Machine', Smart Eco Q8.i new product this year. Vantage has both a built-in dual-use dishwasher designed for the finished kitchen and an embedded dishwasher for newly renovated users. Galanz, one of the top three dishwashers, has also introduced three different styles of dishwashers to meet the differentiated needs of consumers.
As brands compete, the types of dishwashers tend to be diversified, with desktop, sink, drawer, embedded, and in-line. Ovi Cloud data shows that the embedded dishwasher Online 35.5%, offline 47.5% ratio dominates the market. Data from JD.com also shows that the proportion of embedded dishwasher sales increased from 37% last year to 45%, sink dishwasher sales The proportion increased from 6% last year to 10%.
From the price point of view, sales of products from 2,000 yuan to 4,000 yuan accounted for 67.63%, sales accounted for 59.8%, becoming the market's main force.
'The combination of the future dishwasher and the whole kitchen will become an important consideration for consumers to purchase. ' Ye Bo, general manager of the kitchen and bathroom business unit of Jingdong Home Appliances Division, said that the survey shows that the dishwasher with the function of disinfection cabinet is more suitable. The Chinese kitchen can make the small space of the kitchen work well. The original 'smoke-killing' three-piece set may become a 'smoke-washing'.
The penetration rate is still less than 3%
The data shows that despite the rapid growth of the market, 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%, which is still low. This also indicates that the Chinese dishwasher market has great potential.
'Daily dishwashers have not yet become a necessity for Chinese families because of differences in consumption concepts and living habits.' Lv Shenghua said that most consumers have a low level of understanding of the dishwasher, and the acceptance is not high enough. Many people still hold a wait-and-see attitude. .
Wang Lei said that the dishwasher is still in the stage of popularization. Enterprises need to cultivate the market solidly, enhance the consumer experience, and recommend more good products to consumers. With the joint efforts of all parties, the dishwasher industry is constantly promoted. Fast, continuous, healthy development.