'This is the photo that the user just sent me, using the square sink dishwasher to clean the mini Lego. We found that the user can always develop a new use of the dishwasher. 'Li Tai, the research and development director of Fangtai sink dishwasher, showed the mobile phone In the photo road.
In 2015, with the launch of Fangtai Sink Dishwasher, the dishwasher industry in China has broken through the silence of “three ups and threes”, ushered in a new wave of consumer popularity. With the enthusiasm of chasing 'Xinfan' The curse of 'Dishwasher in China's popularization' was finally broken, bypassing the obstacles of the 'three things' obstacle, presented in front of the industry is a magnificent 100 billion 'blue sea'.
Fang Tai's hope that in this blue ocean, the market demand will be the navigation device, the innovation and development will be the steam turbine, and the standard specification will be used as the traction cable, and will continue to advance in the growing Chinese dishwasher aircraft carrier formation.
Kitchen electric 'group out' dishwasher does not stand
In the first half of 2018, the Chinese kitchen appliance industry, which has been advancing all the way, encountered the first 'Waterloo'. Except for the dishwasher and the steaming machine, the growth rate of each item category suffered a 'group out', and the collective showed negative growth or low growth. There is no growth rate of more than three digits in 2017, but the dishwasher is still growing at a 38% growth rate.
Li Jian pointed out that 'in fact, the 'Typhoon tail' strictly controlled by the national real estate has also swept the dishwasher industry, and the growth rate of 38% has been relatively slow. We believe that the annual growth rate of the dishwasher industry 60%-70% is the normal growth range. Because, like the '19th National Congress', the dishwasher is a product that can 'satisfy the people's better life needs', it will become a must for Chinese families like a washing machine. Spare parts. '
Li Jian used the term 'shui Man Jinshan' to describe the state of penetration of the dishwasher in China. 'At present, in the kitchen appliances category, the demand for dressing and new installations of traditional smoke stoves is basically three, and the new housing is still relatively Dependence. Micro-steaming is in its infancy and has not yet formed a climate. Only dishwashers, new and reloading requirements are basically half-open, and the demand for reloading is greater than the demand for new equipment. Therefore, the current round of real estate is strict. The influence of regulation on dishwasher products is less than that of other kitchen appliances – even if the demand for renovation of new homes is not strong, the demand for renovation of old houses is still driving its growth.
'We believe that the popularity of this round of dishwasher consumption will not repeat the same three previous mistakes, because this round of promotion has effectively stepped on the 'products that ordinary people want'. This is the example of Fangtai sink dishwasher. It is an authentic localized innovation product, which not only adapts to the small size of Chinese kitchen, the need to reasonably maximize the use of space, but also meets the integrated operation process of washing, cooking and cleaning in the conventional cooking process. In 2017, in the overall market of embedded dishwashers, the sales of Fangtai sink dishwashers accounted for about 45%; in 2018, with the increase of brands entering the field, our share has shrunk. But the whole cake is getting bigger and bigger, and the sales of our sink dishwashers are really booming. At present, the sink dishwashers account for more than 10% of Fangtai’s main business revenue system. Becoming a supporter is an important part of future profit growth. '
Although the dishwasher market now has dozens of new brands every year, the 'rich mine' to be excavated can still support all the companies that are 'satisfied and full of food', so there is no 'fierce competition'. Li Jian believes , 'The current popularity of dishwashers in the country is not too accurate statistics, but certainly not more than 3%. Even if this number reaches 10%, it is also an attractive imagination for us.'
'Washing machines have gone through a 10-year history from the formation of universal awareness to true popularity. Nowadays, dishwashers are repeating the path of washing machines. There will be twists and turns, there will be years and years, but we firmly believe that it will become a Chinese family. Necessities. '
Dialect of sink and sink 'style'
'We have been thinking about how the washing machine was popularized at the beginning.' Li Jian said, 'The result of thinking is about one external force kinetic energy, the washing machine can meet the needs of the people; the other is the internal kinetic energy, the washing machine enters the consumer's mind. List '. '
The popularity of a new category is more or less opposed to traditional habits. Li Jian talked about the reality of the development and promotion of dishwashers he encountered. The lowest acceptance of dishwashers in a family is the elderly. They wonder why Use this kind of 'time-consuming, cost-effective, unreliable' product. 'One of my colleagues, the mother was received by the year, the old man is determined not to use the dishwasher and dryer in the house until the daughter is noisy One, wronged, semi-forced use of two machine dishwashing, laundry, and then the concept suddenly changed, and then from the manual cleaning. Now, the old man learned to play WeChat, and enjoy it, very cute.
'And the young people's acceptance of the dishwasher is very high. In the development of the sink dishwasher, in order to design a suitable bowl, we collect tableware from all over the country. Among them, one does not like to wash the dishes, fully support The full-time mother we developed, after receiving the message of “delivering dinner tableware to Fangtai”, packed all the tableware, and found no chopsticks when eating. Even more funny, she packaged the child’s favorite HelloKitty lunch box. Going away, the child is crying and not eating. I want to urgently recover the courier but it has been sent out. Finally, I received the courier, we can only send the lunch box to her separately.
Li Jian said that during the development of Fangtai Sink Dishwasher, they did a lot of user communication. 'Any innovation is not falling from the sky. The sour and bitterness does not go through the experience. Before the sink dishwasher was put on the market, Our research and development has lasted for 4 years, and there are three generations of products that have been opened but not listed. The small-to-one button has to be repeatedly demonstrated. These sunk costs are not seen in the market. In our product development process, it is always accompanied by 25 A geek user, their task is to experience each generation of products, and to present a bug and expectation experience. Among them, a geek is applying for the 80-year-old mother, the old man is unclear, and she is us The source of inspiration for the 'one-button wash' design, the old people also rely heavily on which product, so that when we want to change the modified model, the old man stopped the kitchen door and refused to dismantle it. After repeatedly persuading it to be invalid, he could only give up.
It is in such repeated design, trial and error, argumentation, redesign, Fangtai sink dishwasher has become a best-selling explosion after listing. Today, many brands are in the layout of the sink dishwasher, but Fang Tai still maintains a high profile. Once they get more, it is difficult to maintain a high premium. This is an industry practice. But Fang Taizhi's sink dishwasher still maintains a 'firm' price. In fact, it should be the phrase 'a penny and a share', 'Li Jiandao.
'In fact, other brands of products should be called 'sink dishwasher', only our family is 'sink dishwasher'. The sink is a necessity in the kitchen. The square sink dishwasher does not need to open up new space in the kitchen. However, it completely assumes the function of the sink, cleans fruits and vegetables to pesticides, and washes dishes. It is a crossover between sinks and appliances. We believe that before the advent of more suitable products, Fangtai sink dishwasher is the most Kitchen cleaning appliances suitable for Chinese families. At present, there are two types of enterprises that do sink dishwashers on the market. One is a company that infringes on our intellectual property rights and is accustomed to 'stealing'. We will resolutely defend rights for such enterprises; The other is to avoid the patent barrier of Fangtai and move the core components of the vertical dishwasher to the sink. This kind of product is basically different from the realization mechanism of the Fangtai sink dishwasher. It is a 'sink type' dishwasher. Like the European, free-standing labels, it is a subdivision of the traditional dishwasher. 'Li Jian pointed out that 'the Fangtai sink dishwasher focuses on the function of the sink, which is completely different from the traditional dishwasher in the internal pipeline. use Open waterway, avoiding the circulation of dirty water after internal cleaning. After the traditional components are made into the sink type, the pipeline from the pump to the spray arm will inevitably form a dirty water circuit. In the domestic heavy oil and residue environment, Keeping the interior clean is a problem. If you clean the fruits and vegetables, how can users be assured?
'Because our design idea at the beginning was to move towards the alternative sink, so the research in this area is more thorough. In addition, we found that many consumers are determined to buy the side of the sink dishwasher from the fruit and vegetables to the farm Residual function, using turbulence + high-frequency sound wave technology, Fang Tai sink dishwasher can remove 99.9% of pesticide residue on the surface of fruits and vegetables; can also clean crabs, crayfish, not a little better than the hand brush, the key can still ' Inducing vomiting ' these fresh, clean inside and out.'
The 'golden signboard' of the stable dishwasher
Li Jian believes that the grand blueprint for China's dishwasher industry is slowly unfolding. 'Even if it is not our generation, the dishwasher will definitely become a standard product when it reaches 90 after 00."
However, 'Linzi is big' is inevitably mixed. 'With fruit and vegetable cleaning as an example, some manufacturers have seen that they have this function, and they also promote their products to wash fruits and vegetables. But what consumers don’t understand is that this kind of cleaning is only Limited to the action of 'washing', and the fundamental 'going to the disabled' is not available, which is easy to mislead consumers.'
In addition, Li Jian also pointed out that 'many companies in the industry are promoting desktop dishwashers, but in terms of user experience, there are many unsatisfactory places on the desktop, such as some need manual water injection, wastewater; subject to Body type, the spray power of the desktop is generally not strong enough, and there is a situation that the washing is not clean. Therefore, the view that the desktop is just a transitional model is now widely recognized by everyone, but we still worry that this kind of inconvenience will affect consumption. The experience and reputation of the entire dishwasher product. Of course, in general, the continuous development of innovation in the dishwasher industry is what we are happy to see. Each manufacturer will develop their own thinking based on their own insights into the consumer market. Appropriate products, there will inevitably be trial and error, there are twists and turns, but it is foreseeable that a large number of technologies that meet the needs of Chinese-style technology will make this imported product more suitable for the real environment of the Chinese kitchen and promote the advancement of the entire industry.
'Avoid quick success, promote the standardized operation of the industry from the beginning, moderate state-level intervention and guidance, and accelerate the innovation and research and development of the enterprise itself. Maybe in just three years, we can see the real take-off of China's dishwasher business, 'Li Jian is full of hope and expresses his own heart.