Views: 0 Author: Site Editor Publish Time: 2024-10-08 Origin: Site
It is neither surprising nor surprising that the market is growing, or that the market is falling! For all companies and businesses in the dishwasher industry, the most important thing is not the rise and fall of the market, but how to find certain user needs, cultivate user habits, and open a sustainable business situation. This is not only the problem of dishwashers and integrated stoves, but also the hidden dangers and pain points of The Times of the entire kitchen industry, and it is necessary to avoid the "flash in the pan" of the new category of kitchen electricity.
The market growth "stall" and "out of control" have frequently occurred in the kitchen appliance market this year. Dishwashers have become another rapidly declining "star kitchen power" after the precipitous decline of the integrated stove category.
Unlike the integrated stove, the dishwasher market is only a "stall" of growth, and there is no extreme situation such as a big drop, a big drop, and a halving. Data from GFK in Yikang: The current dishwasher market penetration rate of nearly 4%, the domestic market in the first 7 months of this year, retail sales growth of 2.9%, 6.5%, there is a more obvious development "out of control".
Why do you say that? Because from 2015 to 2022, dishwashers in the Chinese market ushered in a "golden period" of market explosion, the market growth rate once showed a triple-digit blowout, and then maintained a double-digit growth of more than 50%, can be said to be "quite hot". This also triggered including Haier, Midea, Galanz, Gree, Hisense, Panasonic, Bosch Siemens, as well as Fang Tai, Boss, Vantage, A.O. Smith, Linnei and a large number of domestic and foreign household appliances, kitchen appliances enterprises have been working hard and competing.
Until 2023, the inertia of this growth was broken, dishwashers in the market "can not sell, not sell, price reduction can be difficult to effect", and even dishwashers and integrated stoves, have become the "victim" of this round of consumption downgrade kitchen electricity market.
In the home appliance circle, the so-called "stall" in the dishwasher market in the past two years is the stage of self-repair and adjustment of the development of the industry. First, it took 15 years for the sales scale of dishwashers in the Chinese market to rise from 200 million to over 10 billion. Since 2014, the compound growth rate of dishwashers in the Chinese market has reached 38%, while the global growth rate is about 6%. It can be said that the "rise and fall" of the dishwasher in the Chinese market is expected, and there is no cyclical peak of the industry, but a phased market return.
Second, the turmoil from external real estate and other related industries, weak market demand, as well as the internal business strategy, product positioning, as well as the mainstream user population's cognition and habits and other adverse factors superimposed, caused by the dishwasher market from "3 digits, 2 digits" high growth, suddenly to "single digit" low growth, It is not surprising that there may even be a "growth-to-decline" to follow.
The fundamental problem is that the product attributes, market positioning and user habit cultivation of dishwashers also require the "dual empowerment" of time and space. This is also the hidden dangers and shortcomings of the entire kitchen industry in the development of the Chinese market: how to put the emerging categories, from the initial market highlight class, user interest class positioning, to the family essential products, not only rely on the inertial growth of the market pull, but also need products in the long-term experience of users to become "inseparable" helper and companion.
It is necessary for the promoters of kitchen appliances to speed up the return to the origin of the product and the space of the scene, to find the sense of value that the product and the user's quality of life are "reachable", and the sense of scene that is "inseparable". For example, give the dishwasher more functions in the kitchen, not only washing dishes, but also healthy storage; Similarly, based on the space and location of the dishwasher, a new cleaning center is built to integrate the dishwasher, sink, cleaning treatment and other functions. These require exploration and icebreaking.
In the short term, dishwashers, unlike washing machines, refrigerators and air conditioners, are not "must-haves" in the home; For many dishwasher companies, the home appliance circle believes that we should be sorely aware that dishwashers in the Chinese market is still in a round of product promotion, user education and industrial development stage.
The needs of the initial circle users have been met, so that many dishwasher companies have achieved rapid growth for more than 5 years; Next, if the dishwasher wants to develop, it must break the circle to expand more circle users, application scenarios and commercial forces.
First, dishwashers from 8 years ago consumer boom and market explosion, to now return to normal, slowing down the growth rate, is the inevitable market management and development, not the business resources and product strategy of home appliance companies out of the problem, only phased market adjustment and user demand changes, the future will return to a certain normal growth, penetration will be from the current nearly 4%, Gradually break through to 10%, and the market space still exists.
Second, the dishwasher in the short and medium term, for the Chinese kitchen, will be a better "high-grade, quality life" living standard, but not most of the Chinese family kitchen "essential", not just need but petty bourgeoisie, early adopters and other circle users of the "option". This also means that the market popularization and consumption cultivation of dishwashers, the next can not be "flood irrigation" nor "sea, land and air explosion", but should focus on the market and users of "precision delivery", which will test the wisdom and ability of each dishwasher enterprise market management team.
Third, dishwasher products, technology and marketing, application and other operating costs, has been in the home appliance industry at the head. Products in the R & D production involves "water, electricity" two high safety areas, the risk is much higher than other home appliances; After the product enters the family, it involves the advance design of water and electricity pipelines, but also involves the integration of kitchen cabinets, which is more complicated. Generally, small and medium-sized enterprises do not have a mature R & D system and a perfect and high-quality after-sales service system, and cannot guarantee the integrated operation of the whole process of "research, production, sales and service", which can not meet the needs of users, and even cause users to "powder to black".
Focus on the dishwasher category, has formed three major corporate camps, and the integrated stove category is mostly small and medium-sized enterprises different, dishwasher from the beginning of development is "large enterprises, big brands" dominated, and the market share is relatively concentrated. First, the home appliance integrated school of Midea, Haier, Hisense, Bosch Siemens, Panasonic, Gree, Galanz, etc.; Second, kitchen electrical professionals, Fang Tai, RoBam, Huadi, etc.; Third, A.O. Smith, Linne et al.; Of course, there are Internet companies such as Xiaomi, as well as some specialized product OEM companies.
It can be said that the dishwasher is destined to be the "commercial exclusive" of a few comprehensive home appliance giants and a few specialized home appliance giants. This year, the growth of dishwashers in the first-tier market "stall" is essentially a consumption downgrade impact. The reasons behind this may include the decline of the new home incremental market caused by real estate, the time cost and high cost of the stock market rejuvenation by kitchen renovation, installation, and the use habits of consumers for a long time.
The company believes that instead of focusing on the runaway market, dishwasher companies should study users more and gain more insight into the differentiation and stratification of user needs. In particular, many young people do not cook, cook less, and have no need to wash dishes; The elderly have long been saving electricity, saving electricity habits, and have a lot of free time after retirement, washing dishes has become a kind of time to kill; As well as a large number of middle-aged people, "three meals a day" is relatively simple, there are not many dishes that can be used for dishwashers, and husband and wife partners "one person to cook and one person to wash dishes" have a balanced family ecology and do not need a dishwasher.
From the point of view of business origin, over the years, the dishwasher has not become the fulcrum of many enterprises' large-scale operation, nor is it the starting point of many household appliance enterprises' market operation. Similarly, in Chinese families, dishwashers are not standard or necessary in the kitchen. Therefore, the return of the dishwasher to the market normal, will not be a short-term adjustment and return, but a medium-term repositioning and re-creation, the need for more large enterprises and strength enterprises to truly fully intervene in the dishwasher market, truly promote a generation of Chinese families and family users for the dishwasher cognition to establish and improve, in order to fundamentally solve the sustainability of future development.
In the future, the market operation and expansion of dishwasher enterprises should focus on the rise and fall of the market, and enter the insight of user needs and use. To solve the value and positioning of the dishwasher in the family kitchen, it is necessary to avoid the dishwasher becoming a decoration and decoration after entering the family, and really becoming a witness and promoter of many family quality lives!
