'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 the sink dishwasher, the dishwasher industry in China has broken the silence and ushered in a new wave of consumer popularity. With the enthusiasm of the pursuit of 'Xinfan', The magic of the dishwasher in China is finally broken, bypassing the obstacles of the 'three things' obstacle, presented in front of the industry is the day of the magnificent 100 billion blue ocean.
In this blue ocean, Fang Tai hopes to use the market demand as the navigator, innovate and develop into a steam turbine, and use the standard specification as the traction cable to advance together 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.
In fact, the 'Typhoon Tail', which is strictly controlled by the national real estate, has also swept the dishwasher industry. The growth rate of 38% is slower than that of the past three years. The compound annual growth rate of the dishwasher industry is 60%-70. % is the normal growth range. Due to the liberation of hands and the creation of clean tableware and modern kitchens, the dishwasher is regarded as a weapon to enhance the quality of family life and meet the needs of the people's better life. It has become a must-have for Chinese families like a washing machine. potential.
According to the survey data of the institutes, in the current domestic kitchen appliances category, the demand for dressing and new installations of traditional smoke stoves is basically 'Sanqi Kai', which is still dependent on new housing. Micro-steaming is in its infancy and has not yet formed a climate. Only dishwashers, new and reloading requirements are basically 'off-the-week' situation, and the reloading demand is greater than the new installation demand. Therefore, the impact of this round of real estate regulation on the sales of dishwashers is less than other categories - even The demand for renovation of new homes is not strong, but the demand for renovation of old houses is still driving its growth.
Li Jian used the term 'shui Man Jinshan' to describe the state of penetration of the dishwasher in China, and optimistic about the effectiveness of this round of dishwasher consumption. He believes that in this round of promotion process, the business has actually stepped on the ' The reality of family demand, 'Taking the Fangtai sink dishwasher as an example, it is an authentic localized innovation product, which not only adapts to the small size of the Chinese kitchen, the need to reasonably maximize the space utilization, but also meets the needs of washing in the conventional cooking process. The integrated operation process of cooking, cleaning, and therefore sought after by the market.
Zhongyikang data shows that in 2017, the embedded dishwashers in the whole camp, the sales of Fangtai sink dishwashers accounted for about 45%; in 2018, with the increase of brands entering the field, the share of Fangtai has been reduced. But the cake in the entire sink dishwasher market is getting bigger and bigger.
Although there are dozens of new brands added to the dishwasher market every year, the 'rich mine' to be excavated can still support all the companies that are 'satisfied enough'. At present, the popularity of dishwashers is difficult to form in China. Very accurate statistics, but generally not more than 3%, analogous to the dishwasher's 'predecessor' washing machine, from the general consumer perception to the true ten thousand households after 10 years, the process has twists and turns, but eventually became China A must-have member of the family, and today the dishwasher is replicating its growth path.
Dialect of sink and sink 'style'
Lu Shenghua, editor-in-chief of China National Grid, said, 'We have thought about how the washing machine was popularized in China. It is ultimately believed to be the result of both internal and external factors. The external kinetic energy lies in the fact that the washing machine meets the needs of the Chinese people. The internal kinetic energy lies in the fact that the washing machine ultimately impresses consumers. And have the privilege of entering their 'mental list'. ' He believes that the popularity of a new category is more or less against traditional habits. Li Jian is deeply touched, mentioning that he is involved in R&D and promotion, The lowest acceptance of dishwashers in a home is the elderly, who wonder why they should use such 'time-consuming', 'expenditure', 'people don't worry' products.
'I have a colleague. I received my mother a year ago. The old man is determined not to use the dishwasher and clothes dryer in the house. Until he had a big fight with his daughter, he was wronged and used a few machines to wash the dishes. Clothing, and then the concept suddenly changed, from then on with the manual cleaning. Now, the old man learned to play WeChat, and enjoy it, very cute.
'And the young people have a high acceptance of the dishwasher. During the development of the sink dishwasher, in order to design a suitable bowl, we collect tableware from all over the country. One of them does not like to wash dishes, and fully supports us. The full-time mother who developed the brain packaged all the dinner tableware. The next day, I found that there were no chopsticks in the house. What is more funny is that she also packaged the HelloKitty lunch box that the child liked. The child cried and did not eat, want to recover. When I was on the express, I was told that it had been sent. Finally, we were notified that the consignment box was returned to her separately after the courier arrived.
Li Jian said that “any innovation is not lost in the sky, and the ups and downs of it can only be experienced before it can be experienced. Before the sink dishwasher, the demonstration and research and development will last for 4 years, but the model has not been listed yet. Three generations of products, as small as a button must be adjusted repeatedly, these sunk costs are not seen in the market. 'He mentioned that in the Fangtai product development process, there are always 25 geek users, the task is to experience each generation of products And put forward the experience of Bug and expectation. Among them, a geek applied for the experience of the 80-year-old mother, the old man was unclear, and she became the inspiration for Fang Tai's 'one-button wash' design. The old man relied heavily on the first generation. The product, so that when the modified model should be tried, the old man will not let the door open and disassemble, and he can only give up after repeated persuasion.
It is in such repeated design, trial and error, argumentation, redesign, Fangtai sink dishwasher has become a best-selling explosion after being listed. Nowadays, many brands are in the layout of the sink dishwasher, but Fang Tai still maintains a high profile. Once it is added, it is difficult to maintain a high premium. This is an industry practice. But Fang Tai Sink Dishwasher still maintains the 'firm' price, which is the phrase 'a penny of goods'.
Li Jian also mentioned, 'In fact, other brands of products are more willing to call 'sink dishwashers', while Fang Tai invented the sink dishwasher' is a brand new category. The sink is a must for the kitchen. And Fang Tai The sink dishwasher does not need to open up new space in the kitchen, but completely assumes the function of the sink, cleans the fruits and vegetables to the disabled, and washes the dishes. It is a crossover between the sink and the home appliances, before the advent of more suitable products. , Fang Tai Sink Dishwasher is more suitable for Chinese household kitchen cleaning appliances. '
'At present, there are two types of enterprises that make 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 Fangtai. Patented barriers, moving the core components of the vertical dishwasher to the sink. This type of product is essentially different from the implementation mechanism of the Fangtai sink dishwasher. It is a 'sink' dishwasher, with European, free-standing labels. The same is the subdivision of the traditional dishwasher. 'Li Jian pointed out that the Fangtai sink dishwasher focuses on the function of the sink, which is very different from the traditional dishwasher in the internal pipeline. It adopts a fully open waterway to avoid internal cleaning. After the traditional components are made into the sink type, the pipeline from the pump to the spray arm will still form a dirty water circuit. In the domestic heavy oil and residue environment, keeping the internal cleaning is a problem.
'Because our design idea at the beginning was to move towards an alternative home sink, the research in this area was more thorough and strict patent protection was applied. In addition, we found that consumers are determined to buy a sink to wash dishes. The footsteps of the machine are sometimes from the fruits and vegetables of the machine to the function of pesticides. With the turbulence + high-frequency sound wave technology, the Fangtai sink dishwasher can remove 99.9% of the pesticide residues on the surface of fruits and vegetables; it can also clean crabs, crayfish, The effect of hand washing is not so good, the key can also 'emetic vomiting' these fresh, clean inside and outside.
The 'golden signboard' of the stable dishwasher
The grand blueprint for China's dishwasher industry is slowly unfolding. At present, 80, 90 is becoming the mainstay of its consumption. Perhaps when the house is built after 00, the dishwasher has become an essential standard.
However, with the increase in the number of brands, the mixed state of the fish and the dragon began to appear. Taking the fruit and vegetable cleaning as an example, some products that promote this function are actually only the process of 'washing', but not 'going to the pesticide'. The effect, but misguided consumers are often unaware of this difference.
In addition, some poorly experienced dishwasher products are also consuming users' reputation. Due to the limited structure, the experience of some products does not meet the expectations of consumers, and it is easy to cause the loss of word of mouth. In-depth product understanding, embedded is still the mainstream choice. Of course, we also look forward to more innovative ideas, only companies can develop more suitable products according to their own market insights, in order to meet the diverse needs of the market. And twists and turns, but we should be more sure of the large number of technologies that have been adapted to localization needs. Only by continually trying to make the dishwasher more suitable for the real environment of the Chinese kitchen, and promote the industry as a whole. Facing the market interest, the industry Inevitably, there will be impetuous emotions, avoiding quick success, promoting the standardization of the industry from the beginning, moderate state-level intervention and guidance, and the company itself accelerates innovation and research and development. Maybe in three years, we can see the Chinese dishwasher business. Really take off.