Dishwasher is becoming the biggest growth point in the current kitchen appliance market

Recently, the US National Exhibition of 50th Anniversary of Kitchen Electric has come to Guangzhou. The national tour is another "big hand" investment in the kitchen and electric appliance market. The United States also uses the momentum of the tour to launch new dishwashers and increase publicity and promotion. Market analysis data shows that the dishwasher is becoming the biggest growth point in the current kitchen power market, and the future, the low utilization rate, and the incompleteness of the Chinese user habits will become more and more urgent.

dishwasher

Recently, the United States' kitchen appliances called "The Flavor of Heart" 50th Anniversary Boutique Kitchen Tour to Guangdong. At the Guangzhou Station Tour Exhibition, dishes such as dishwashers, smoke stoves, micro-steamers, refrigerators, rice cookers and water purifiers were on display.

The reporter learned at the scene that the kitchen integrated solution integrating one-stop service and AI interaction will become the focus of future development of the US kitchen appliances. Liang Zhengtao, Marketing Director of Midea Kitchen Appliances Domestic Marketing Company, told the Nanfang Daily reporter that in the future kitchen research and development, Midea’s kitchen appliances should create a complete set of kitchen Solutions. Midea’s smart home appliances and intelligent hardware must achieve full category control, query and scene linkage, recipes. Personalized services such as recommendation and nutrition management for a more friendly interaction.

It is worth noting that in this tour, Midea and Tmall jointly released a new sink dishwasher, which features a combination of fruit and vegetable cleaning, garbage disposal, sink and dishwasher.

The US dishwasher team told the Nanfang Daily reporter that the newly released S2 sink dishwasher can be installed as long as it has a sink. The biggest feature is the sink, dishwasher, disinfection cabinet, fruit and vegetable purifier, kitchen waste. The pulverizer is combined, and the dishwashing is realized by the cooperation of intelligent soft water system, induction respirator and filter ventilating column to achieve "live water washing", aiming at solving the problem that the vegetable and vegetable pesticides in the kitchen cleaning are excessively difficult and difficult to handle and wash the dishes. Laborious, kitchen waste disposal troubles, kitchen space and many other things.

Undoubtedly, in the national tour of the 50th anniversary of the US kitchen appliances, the dishwasher has become the focus of its special promotion. The home appliance giant has increased its investment and pushed the back of the dishwasher. It is the rapid growth of the current production and sales of dishwasher products, and it has become the newest in the kitchen electricity market.

Market research firm Aowei Cloud Network statistics show that in the first quarter of this year, the retail sales of dishwashers reached 870 million yuan, an increase of 41.2%; the retail volume reached 183,000 units, an increase of 42.7%; and the dishwasher as a new kitchen Electric products are definitely the "nobles" in the kitchen appliances category, and their prices are rising year by year. The monitoring data of Aowei Cloud Network shows that the average price of online dishwashers in the first quarter of 2018 is about 3,693 yuan, and the average price of offline dishwashers is about 5,939 yuan.

According to statistics from Yikang, another market research institution, the cumulative retail sales of dishwasher products in the online market reached 84.3% year-on-year in the first quarter of this year. Although the growth rate of the new category market fell below 100%, it still remained relatively High market growth.

In the recent May 1st, the growth rate of emerging kitchen appliances category slowed down, and embedded products declined slightly, but the performance of the dishwasher was still eye-catching. According to the monitoring of Aowei Cloud Network, the product structure of the offline dishwasher market is relatively stable, and the share of desktop and embedded dishwashers has increased slightly, both of which increased by 0.4 percentage points.

It can be said that this year, the kitchen appliance market has not been booming. In the first quarter, it was even considered to be “cold spring”, but the dishwasher has been growing against the trend.

According to industry analysts, in addition to the low base of product growth, the most important thing is that dishwasher companies and channel operators have invested heavily in the past two years from propaganda to terminal exhibitions, and products have been increasingly Accepted by many users.

“In 2018, the kitchen power market will reach 110 billion yuan, a year-on-year increase of 12.5%. Dishwashers and embedded all-in-ones will release huge pull, which will drive the entire kitchen power market to continue to grow at a high speed.” Beijing Zhongyi Kang Times Market Research Limited Jia Dongsheng, general manager of the company, said.

According to the 2017 White Paper on China's Dishwasher Industry, the Chinese dishwasher market has continued to improve in recent years. In 2016, the retail sales reached 1.98 billion yuan, a year-on-year increase of 104.8%. As of August last year, the retail sales of the dishwasher market reached 2.42 billion yuan, exceeding the total retail sales in 2016, an increase of 134.7%.

Aowei Cloud expects that the retail sales of dishwashers will reach 9.09 billion yuan this year, up 107.8% year-on-year, and the retail volume will reach 1.994 million units, up 108% year-on-year.

Liu Buchen, an analyst at the home appliance industry, said that at present, almost all mainstream home appliance companies have introduced dishwasher products. It is expected that the product will continue to develop rapidly in the next three to five years and is expected to reach an annual sales volume of 10 million units.

In the market where scale growth is “rough”, it is the brand of Lin Li.

Zhongyikang retail monitoring data shows that the number of brands in the dishwasher market in China reached 59 last year, an increase of 21; the number of product models reached 285, an increase of 77.

The monitoring data of Ovi Cloud shows that during the “May 1” period in 2018, the number of dishwasher brands increased significantly compared with the same period of last year. The number of dishwashers increased from 22 to 52, and the number of embedded products increased from 66 to 86. Home, brand competition is becoming increasingly fierce.

According to Lu Renbo, a researcher in the home appliance industry, in the domestic dishwasher market, local manufacturers and foreign brands are fighting against each other. Local brands such as Midea and Boss are deeply cultivating the Chinese-style transformation of dishwashers in an effort to better meet the needs of domestic consumers. There are many strong overseas players, such as AEG and other old German high-end brands, which strive to directly educate domestic consumers with international quality. After entering the market, they will import all the products.

Industry analysts pointed out that the current competition for the entire dishwasher product, the front desk is the brand, price, product, the background is the ecology and platform. With the giantization and oligarchy of the competition in the home appliance industry, the kitchen competition has brought about integration, completeness and intelligence. At present, the development of the dishwasher industry is welcoming a round of deep differentiation. One way is to clean the dishes and wash them along the way of dishwashing and other tableware. The other way is along a healthy diet and healthy water. The route, from washing dishes, washing fruits and vegetables to the whole kitchen clean water, soft water for healthy water, thus jumping out of traditional hardware competition, and fully shifting to the competition of kitchen ecology and user demand.

Overall, the opportunities and challenges in the dishwasher industry are still coexisting.

There is a view that the utilization rate of dishwashers is not as high as expected, and there are still some vacancy rates in many households. There is a big gap between the use properties of the dishwasher product itself and the lifestyle habits of domestic consumers.

But it also means that there is still no room for development. "Just a few years ago, it was also asserted that microwave ovens and ovens did not conform to "China's national conditions", but in fact more and more young people are now accustomed to cooking methods without open flames and no fumes, and the widespread use of dishwashers, Then let the user free their hands and enjoy more leisure time. This kind of enjoyable appliances will become the mainstream of the market in the future." Lu Renbo said.

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