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Dishwashers have become the new favorite of the middle class. Who is more popular with consumers?
In 2021, the kitchen appliance industry will experience a full recovery, and various channels will achieve rapid growth. Dishwashers have become one of the fastest-growing categories in the kitchen appliance market. Many industry insiders speculate that dishwashers are expected to become the next blue ocean in the kitchen appliance industry, and local brands may rise.
As a kitchen appliance that frees hands, dishwashers have become the new favorite of the middle class. During the epidemic, due to its advantages in disinfection of tableware and food, the sales of dishwashers once increased sharply. In terms of cleaning effect, only you can't think that you can't do it without it...
In the author's opinion, as an emerging category in the kitchen appliance market, dishwashers have continued the growth momentum in 2020 and are being liked and recognized by more and more consumers.
Why does the dishwasher become the new favorite of the middle class?
More than 20 years ago, foreign brands introduced dishwasher products to China. Due to the price and user's dishwashing habits, the product has not opened up the domestic market.
With the increase of residents' income, consumers have higher requirements for health needs, convenient cleaning and cleaning appliance brands, which makes consumers pay more attention to the cleaning of tableware. Consumption upgrades have prompted the dishwasher brand to actively exert efforts in product technology, cleaning technology and functional applications, and promote the entire industry to enter a new stage of development.
In the era of consumption upgrade, my country's kitchen appliance manufacturers have begun to move forward around the directions of innovation-driven and structural optimization. In this context, dishwashers have gradually become the main point for kitchen appliance companies to implement supply-side structural reforms.
Under the influence of the "lazy economy", dishwashers have achieved greater development in China by virtue of their advantages such as "sterilization and disinfection" and "lightening of housework", including Fangtai, Boss, Vantage, Midea, Haier, and Casa Chinese brands such as Di and Shuaikang are accelerating product innovation, deepening the market, and accelerating the process of localization of dishwashers. Dishwashers have gradually become the new favorite of the middle class, accelerating product launch.
At present, the types of dishwashers sold in the domestic market are mainly divided into: desktop, built-in and sink type. Embedded design has certain advantages in terms of aesthetics and ease of installation; sink dishwashers have gradually become the object of research and development by kitchen appliance manufacturers due to the integration of the two functions of sink and dishwasher; desktop dishwashers are mostly cost-effective Advantages, basic washing functions and low prices have become its most attractive place for users.
With the increase of dishwasher brands, the industry has gradually entered the fast lane of development. In my opinion, although the dishwasher market is hot, the products are still in a diversified development stage. Each new product released by a brand has its own advantages and disadvantages. Although it is a new growth point for kitchen appliance companies, it also requires companies to think about how to carry out "valuable and meaningful product innovation."
Dishwasher has become a new growth engine for the kitchen appliance industry
Although some companies started to produce dishwashers in the mid-1980s, the entire industry has not seen a major outbreak. If during 2013-2015, the dishwasher market basically survived in a tepid state, then during 2016-2017, the sales of dishwashers exploded, and the products opened up the market, and they were affected by major kitchen appliances. The promotion of enterprises.
Even in 2018, when the entire appliance environment is sluggish, although the growth rate of dishwasher sales has declined, its growth rate is still among the best in the kitchen appliance industry. Public data shows that in 2020, dishwasher sales even lead the entire kitchen appliance category. Whether it is offline traditional stores, online e-commerce channels, or relevant national policy support, they have created many opportunities for the dishwasher market.
The author believes that behind the continuous increase in dishwasher sales are the performance of consumption and user demand upgrades. Many reasons have accelerated the popularity of dishwashers in the domestic market, such as domestic consumption upgrades, replacement of new and old consumers, health needs and consumption comparison psychology, etc., all of which have driven the sales growth of dishwashers to a certain extent.
How to rewrite the situation in domestic products with a high proportion of foreign capital
Dishwasher as a daily household appliance, its development in the domestic market is similar to the struggle history of the color TV industry. From the brand point of view, both imported brands and domestic brands have products on sale, and more and more domestic brands are "cross-border". Imported brands are represented by Siemens, Panasonic, Bosch, Whirlpool and Westinghouse, which occupy the mainstream market position in the early stage.
Local home appliance brands, represented by companies such as Fangtai, Midea, Haier, Boss, and Vantage, have experienced years of innovation and development. From their emergence to the market share, they are catching up with foreign companies one step at a time.
From the perspective of competition, imported brands such as Siemens have taken the lead. Domestic brands strive to catch up, hoping to continue their efforts through technological breakthroughs or marketing innovations. For example, Fangtai is well-known in the industry for sink dishwashers; Vantage dishwashers start from the health dimension of sterilization and disinfection, and are well-known in the country through technical advantages; Haier dishwashers have gained many consumers by optimizing cleaning cleanliness and tableware disinfection capabilities. Favor.
However, so far there is no absolute leader in the dishwasher industry.
In the author's opinion, many domestic dishwasher brands have surpassed foreign companies in terms of cleaning function, safety protection, energy saving and environmental protection and experience habits, and have embarked on a new journey. Only by meeting the needs of users with technological innovation and driving the transformation and upgrading of the industry can we better surpass foreign brands and establish "barriers" for domestic dishwashers.
Cold thinking behind the booming dishwasher industry
Each industry will face various problems when it develops to a certain stage, and of course the dishwasher industry is no exception. With the continuous increase in the number of small and medium-sized dishwasher brands, limited by capital and scale, dishwashers are difficult to feel when they enter the dishwasher market under the background of product homogeneity, low industry thresholds, and fierce competition. Business opportunities in spring.
copycat brands and homogenized products have also attracted the attention of relevant departments. On April 1 this year, the "National Energy Efficiency Standard for Dishwashers" (hereinafter referred to as "Standards") was formally implemented. The implementation of the "Standards" in the eyes of industry insiders is good news for the dishwasher industry. To break the chaos of infringement in the market, the user's recognition of dishwashers will increase, and it will also bring a new round of industry reshuffle.
At present, the entire domestic dishwasher industry has entered the stock market competition. Consumers are firmly attracted by some high-tech products, and there is great pressure on new guides. Especially the sterilization function has become the standard equipment of dishwasher manufacturers. The author believes that in the future, in addition to operating means, how to better strengthen the brand and product power and transform new fans will become an extremely important means for dishwasher manufacturers to guide and develop sustainably.
Nowadays, due to the rising of upstream raw materials, the marketing costs continue to rise, and the living space of many kitchen appliance companies has been further compressed. The author believes that if dishwasher manufacturers want to expand the market, they need to start with the creation of high-quality products, develop dishwashers that truly meet the needs of users, take the road of independent research and development, and improve production capabilities in order to create truly creative dishwashers. Let the brand gain a foothold in the fiercely competitive kitchen appliance market, while also solving the marketing problem of dishwashers.
Is written at the end
At present, the price of entry-level dishwashers on the market is 3000-4000 yuan; mid-to-high-end dishwashers are priced at 4000-6000 yuan; high-end dishwashers are priced at more than 7000 yuan, depending on technology and function. And so on, the price of some high-end dishwashers exceeds 10,000 yuan. Looking at the home appliance market, many home appliances have done well in "knowledge popularization" and "product marketing", but there are few similar successful cases in the dishwasher industry. Is price the main reason hindering the development of the dishwasher industry?
In the author's opinion, price is only one of the reasons, and major manufacturers should think about what methods should be adopted to quickly gain the favor of the public in the face of the 100 billion-level dishwasher market. In the future, the surge in health demand will accelerate the popularity of dishwashers in the Chinese market. Only by launching dishwasher products that are more suitable for Chinese kitchens and suitable for Chinese consumers can the industry stimulate rapid growth. New stage.
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