"Free your hands", "Improve the quality of a happy life", "Achieve the health of your family in all directions"... Can you guess what business advertisement is this? The users who can guess the first time are not estimated because they refer to a kitchen appliance segment that has been in the cold state for a long time in the country - the dishwasher.
How many households have used the dishwasher ? Domestic dishwasher market share has not exceeded 1% for a long time
The world's first electric household dishwasher was born in 1929 and was developed by the German company Miller. Since then, the dishwasher has been moving from the manual era to the automatic era, and more and more Western families are gradually adopting. A new kitchen family member of the "Dishwasher". Seventy years after the invention of the technology, the popularity of dishwashers in households in the United States has exceeded 70%.
However, the development of China's dishwashers has lagged behind Western countries such as Europe and the United States. In China, the earliest dishwashers appeared in the 1980s, and the first domestic dishwashers were produced in 1991 by Guangdong Shunde Yuehai Dishwasher Co., Ltd. Not only that, China's dishwasher industry has been in the start-up and accumulation stage for a long time since the 1990s, and the domestic market share is far behind the developed countries, and has never exceeded 1%.
From the start-up period to the rise, the dishwasher industry staged a "Chinese style"
According to the statistics of the National Bureau of Statistics, in 2011, the number of dishwashers per 100 households in China's urban residents was only 0.88, and the penetration rate of dishwashers in developed provinces and cities was also very low. The number of households per 100 households was less than three. However, things seem to be welcoming in the near future.
Although in the eyes of many consumers, the dishwasher is still a "luxury" in the kitchen, but with the early introduction of imported brands to the Chinese market and the active layout and investment production of domestic manufacturers, China's dishwasher industry in 2011 Years passed the start-up phase and entered the rise.
In just a few years, imported brands such as Miller, Siemens , Ilocus, Whirlpool, etc. have opened sales channels in China, while domestic brands such as Haier, Midea, Boss , and Fangtai also follow different brands of products. The tonal and differentiated layout quietly launched a war without smoke.
Driven by them, more and more kitchen appliances companies are also starting to go to the dishwasher. At present, the domestic dishwasher market brand has expanded from less than 8 companies to 35 companies, and the number of products has increased from more than 10 to nearly 200 items.
From the observation and inventory of many European companies, dishwashers can be divided into sink type, installation-free, desktop, free-standing, embedded and embedded. Embedded can be divided into semi-embedded, sub-embedded and fully embedded.
In addition, the pricing of different types of products also has significant differences. In general, as shown in the above figure, most domestic dishwasher brands range from 2,000 yuan to 20,000 yuan, and the high-end kitchen electricity market is attracting a lot of competition due to higher profits and more competitive characteristics. By.
At the same time, different brands of dishwashers are very different in terms of function, material and product type, so in order to more intuitively understand the structure and principle of the dishwasher, different functionality and brand positioning, Yiou reporter In the recent days, I went to Beijing's Real Home North Fourth Ring Store to visit a number of dishwasher stores, intending to uncover the "mysterious" veil covering the dishwasher industry.
Principles, brands, competing products, those online channels will not tell you, listen to the store guides how to say
"Expensive", "fear of washing is not clean", "will not use", "was waste water and electricity", this is the inherent concept of the Chinese consumers for the dishwasher for a long time, and the market penetration rate of the dishwasher industry in China has not yet Up to 1% of the important reason.
In the North Fourth Ring store of the Real Home, I unexpectedly found that the formation of some concepts is actually caused by the misunderstanding of most consumers, and their understanding of the dishwasher is still at the stage of the technology is not yet mature.
In fact, under the positive influence of existing technology and production technology, the dishwasher has gradually got rid of the cognitive misunderstandings of the three people, such as “washing is not cleanâ€, “oil is difficult to removeâ€, and “more waste of water and electricityâ€. .
Misunderstanding 1. The dishwasher cannot accommodate "Chinese" tableware of various shapes, and cannot be placed in a wok
According to the official website of many companies, dishwashers can be divided into six types according to the installation method, but the authors of Yiou Home have found only two types on the site - embedded and sink. Firstly, the embedded, embedded dishwasher can be divided into drawer type and pull-down type according to the opening method. According to the installation method, it can be divided into semi-embedded type, sub-embedded type and fully-embedded type, no matter which embedding method is used, washing The appearance of the bowl can be divided into black glass and stainless steel, which can be used together.
During the visit, Yiou found that Siemens, Bosch , chefs and bosses all displayed embedded products in the store of the house; Fang Tai showed the sink type products with smaller capacity and convenient use.
(Fang Tai sink dishwasher)
Embedded, large-volume dishwashers are more popular with brand companies and prices are also high
In contrast, the size of the embedded dishwasher is more diverse, and the larger the number of can accommodate the number of cutlery sets up to 13 sets. Many consumers believe that the dishwasher was first introduced from Europe and the United States, so it is difficult to meet the characteristics of domestic dishware and "singularity" in product design, but this is not the case.
Take a Siemens full-embedded dishwasher as an example (see the picture below), which has a three-layer pull basket, the bottom layer of the basket is large, suitable for placing large tableware, such as pots, lids, large pots, Soup bowls, fish bowls, etc.; the upper layer contains double-layered space, the larger layer is suitable for placing small tableware such as glasses and bowls, and the partition layer is more suitable for placing small tableware such as chopsticks and spoons.
(large embedded dishwasher, taking Siemens as an example)
Many of the miniature baskets and small movable racks (convenient to secure the bowl and cup) are more flexible and easy to adjust, and these diversified product designs and large washing spaces undoubtedly solve the problem of Chinese consumers' capacity. However, this is the advantage of a large-volume dishwasher that is expensive. The larger the volume, the higher the price, and the more things you can put.
Misunderstanding 2, the dishwasher can not wash the dishes
In the eyes of many people, the main pain point of the dishwasher is that it is impossible to wash all the bowls. As is known to all, compared with Western countries such as Europe and the United States, most people in China have more oil in the tableware after meals and it is difficult to wash. But for dishwasher companies, this is actually a technical issue.
In fact, the guide of a boss's electrical appliance in the store of the home told Yiou that most of the existing domestic dishwasher brand washing principles are spray-type, that is, under high temperature conditions (such as 70 degrees Celsius), using high pressure water Or rotary spray to achieve cleaning effect such as degreasing.
So why not the vortex or ultrasonic dishwasher that was often mentioned before? First of all, the principle of the vortex dishwasher is similar to that of the pulsator washing machine. The disadvantage is that the water-saving and electric washing effect is not good; the ultrasonic-type dishwasher is more like a "taro" because the main function is sterilization. To wash the dishes, the core has to rely on water.
Misunderstanding 3, dishwasher is more wasteful of water and electricity than washing dishes
In addition to the above two points, people often hold the wrong idea that the dishwasher is more likely to waste water. In fact, the opposite is true, saving water and electricity is one of the advantages of the dishwasher. .
Judging from the general size of the dishwasher, it consumes about 0.15 KW.h of water per bowl, and consumes only 10 liters of water, which is less than the running water of the same number of dishes. Even if the bowl is washed twice a day, the resulting lower cost is affordable for the average family.
After field trips to five dishwasher brands, I came to these conclusions.
Judging from the visits of the five companies of Siemens, Bosch, Fangtai, Boss and Chef Electric , these companies have certain commonalities and differences, and also reflect some issues that consumers deliberately think about. :
1) The brands are different and the prices are different, but the functions are the same. As the name suggests, the core function of the dishwasher is to “free handsâ€, but in addition, it has more sanitation, flexible washing, intelligent operation, and can reduce the time spent on home and increase the fun of home.
Although the sink-type dishwasher introduced by Fangtai also has the function of removing fruits and vegetables, this function is seen by the industry as a weaker function of dishwashing. For example, the effect of oil removal is likely to be more than “professionalâ€. The pure dishwasher is worse. On the other hand, Fang Tai's size is close to the size of the sink, which also results in a capacity limit of only 8 sets or 20-22 pieces of cutlery.
(Fang Tai sink dishwasher internal display)
2) From the average price point of view, the price of foreign dishwasher brands is higher than domestic brands, and the large volume and embedded dishwashers are more sought after by manufacturers. Since most of the components of foreign brands and even the whole single product are imported, the cost is higher than that of domestic brands, and the texture is better.
In the store of the home, the author of the billion euro found that the original price of the largest dishwasher in the Siemens exhibition area was 19998 yuan, and the discounted price of a certain Bosch product exceeded 15,000 yuan, which was much higher than the boss's electrical appliance. The price of the product is not more than 13,000 yuan).
On the other hand, the shopping guides of many stores took the initiative to choose to sell large quantities of embedded dishwashers when introducing products to Yiou. This is also the main product of most stores, and their price is more than 10,000. This shows that high-end kitchen appliances with higher profits and more functions are becoming a segment of the kitchen power companies to compete for, and the price of embedded kitchen appliances in the industry is much higher than ordinary kitchen appliances, that is, the washing is slowly rising. The bowl machine industry is just a good choice for kitchen appliances companies.
3) No matter which dishwasher you buy, you have to add these three things - detergent, brightener and special salt.
The detergent does not need to be explained more, so what are the brighteners and special salts ? According to Yiou, the brightener can ensure that the tableware is dried more thoroughly, and the bowl and glass look more smooth; the special salt is a special dishwashing salt, which can not be replaced by edible salt. Its main function It is to convert the original "hard water" in the water pipe into the "soft water" necessary for the washing and drying process of the dishwasher, otherwise it is difficult to guarantee the washing effect.
In addition, when installing the embedded dishwasher, the user should remind the decorator to install the machine in the cabinet next to the sink to help drain the drain. When using the dishwasher, consumers must also pay attention to remove the food attached to the tableware, such as rice grains and fish bones, and put them into the dishwasher instead of directly. Third, if daily operations are frequent, users should clean the small “garbage basket†on the lower layer of the dishwasher every day to avoid blockage.
Dishwasher: A rising star in the Chinese kitchen appliance market
From the above, the dishwasher certainly has its benefits, but at this stage, it may encounter various "discomforts" and problems caused by domestic users. However, in general, as the market pattern of gas stoves and range hoods has gradually stabilized, dishwashers have now become a rising "new star" in the domestic kitchen appliance market.
Dishwashers have gradually entered the public's field of vision in recent years. This is not only based on the large-scale advertising of domestic and foreign brands, but also caused by macro factors such as the improvement of people's consumption level and labor cost, and the aging of the population. .
According to Zhongyikang data, in 2016, the domestic dishwasher market retail volume was 430,000 units, and the retail sales amounted to 1.98 billion yuan, an increase of 104.4% and 93.6% respectively. It is estimated that by 2017, the domestic dishwasher market will reach 3.63 billion yuan, an increase of 83.7% year-on-year. This growth trend also indicates that the future prospects of the dishwasher industry will be better.
In this industry context, we need to understand that the dishwasher does not only mean an ordinary kitchen appliance field, it actually represents a new way of life, and this life concept is likely to be rising in the future. The new middle-class consumer group is magnified.
Perhaps, in the near future, the market penetration rate of China's dishwashers is expected to exceed 1%. By then, "liberating your hands" is no longer just a slogan for consumers.
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