After three meals a day or family dinners, facing a lot of greasy pots and pans, it is almost impossible to love. At this time, owning a dishwasher seems to be everyone's "savior". After all, a dishwasher can free your hands and solve "epic" housework conflicts such as "who washes the dishes between men and women".

The self-media "Tao is always justified" once quoted a survey report showing that in the questionnaire survey of "What are the must-have household appliances at home after marriage?", dishwashers and sweepers topped the list of must-have household appliances; He once started a hot topic on Weibo, "Tell me about the quarrels or conflicts you have had over washing dishes." Among them, netizens complained, "Whoever washes dishes at home depends on luck, and rock-paper-scissors decides who wins or loses."

When washing dishes has become an eternal topic of "men's silent tears", the necessity of owning a dishwasher is obvious. But when the function of the dishwasher is not limited to washing dishes, it can also wash vegetables, crayfish, and mahjong, which can unlock the new growth "postures" of kitchenware and household appliance companies? How many "black technologies" are there in the dishwasher?

Crayfish, mahjong, crystal lamps... "everything can be washed" dishwasher

Nowadays, the "role" of dishwashers is not only a dishwashing tool or a "family conflict mediator", but also multiple identities such as "vegetable washing machine" and "furniture washing machine".

The increasingly powerful dishwashers are gaining the favor of a large number of young people.

According to data from Suning.com, sales of dishwashers during the Spring Festival increased by 52% year-on-year, and orders for mid-to-high-end home appliances in its retail cloud stores also increased significantly. Among them, Siemens ice washing sales increased by 155% year-on-year, and Casarte multi-door refrigerator sales increased year-on-year. 220%, and the sales of Electrolux all-in-one washing and drying machines increased by 120% year-on-year.

At the same time, dishwashers are also becoming the second growth engine of the home appliance industry.

The "2021 China Dishwasher Market Annual Report" recently released by Aowei Cloud shows that in 2021, the retail sales of China's dishwasher market will be 1.952 million units, a year-on-year increase of 1.7%, and the retail sales will reach 9.96 billion yuan, a year-on-year increase of 14.4%. The bowl machine is becoming one of the few household appliance categories that achieved contrarian growth in the kitchen appliance market last year.

In fact, the growth of the entire home appliance industry is weak. As of November 2021, the cumulative retail sales of my country's home appliance market was 702.2 billion yuan, a decrease of 7.4 percentage points compared with the same period in 2019.

In this way, the popularity of dishwashers may boost the performance growth of the home appliance industry, but what is the basic disk that supports the popularity of dishwashers?

High-priced, built-in basic dishes for domestic dishwasher brands?

Although dishwashers have become the new favorite of young people, the domestic penetration rate is still low and they are occupied by overseas brands all the year round. The "2021 Dishwasher Industry In-depth Research Report" shows that as of 2020, the penetration rate of dishwashers in Europe and the United States has reached about 70%, but the penetration rate of dishwashers in my country's dishwasher market is still only about 1%-2 %.

According to data from Aowei Cloud, since the introduction of Siemens and other foreign brands into China in the 1990s, the domestic dishwasher market has been occupied by overseas brands all the year round. In 2015, overseas Siemens alone accounted for 69.6% of online retail sales.

However, driven by various factors such as the lazy economy and the epidemic, the market potential of dishwashers is constantly being released. Zheshang Securities estimates that by 2035, the sales volume of my country's dishwasher industry is expected to reach 23.71 million units, which is 12 times the space in 20 years; the industry scale is expected to reach 111.7 billion, which is 14 times the space in 20 years.

The huge market potential also drives domestic home appliance brands to increase their efforts to enter the market. At present, Midea, Fangtai, Joyoung and Haier and other home appliance or kitchen appliance companies have entered the market, and have won a larger market share through continuous efforts in promoting new products, upgrading and Chinese-style transformation.

In 2011, Midea launched a 360-degree water gun spray system to address the problem of heavy oil and heavy pollution in Chinese cooking, and subsequently launched an in-line dishwasher that conforms to the height of Chinese cabinets (760mm).

Fangtai launched the world's first sink dishwasher in 2015, and subsequently introduced the ultra-micro-bubble deep washing technology to promote the evolution of domestic dishwashers from pure water washing, ultra-micro-bubble washing, to high-energy bubble washing.

Joyoung has upgraded its installation, control and functions. The launched desktop dishwasher can be plugged in and placed freely, without the need for water inlet pipes and water changes, so as to achieve true installation-free and meet the requirements of later installation for washing dishes. It meets the needs of the family with the machine and the majority of renters.

In response to the needs of the household market, small-capacity four-person dishwasher products are generally available in the market. Joyoung has launched a six-person table-top dishwasher, which meets the needs of the family version of large-capacity dishwashers; at the same time, it is equipped with quick-washing , Standard wash, Power wash these three modes for users to choose.

Finally, under the siege of domestic brands, it broke the competition pattern in which overseas brands monopolized the domestic dishwasher market. According to Aowei Cloud, in 2021, in terms of sales volume, Siemens’ offline KA and online market shares will be 41.8% and 19.5%, down 13.2 and 1.8 percentage points respectively.

Nowadays, mainstream products on the market are gradually adopting high-energy bubble washing technologies such as Fangtai, as well as the main home version desktop strategy such as Joyoung. After all, it is affected by cleaning strength and family demand factors.

The State Key Laboratory of the Institute of Mechanics, Chinese Academy of Sciences has compared the cleaning effects of high-energy bubble washing and ordinary water washing. The water flow is more conducive to improving the cleaning power and cleaning efficiency.”

In terms of process design, practicality and portability, built-in and integrated dishwashers are more popular with current consumers. According to the data of Aowei Cloud, in 2021, the two-year compound growth rate of built-in dishwashers online will reach 72%, and the average price will also rise significantly; the two-year compound growth rate of integrated dishwashers will reach 176%.

However, the price of these mainstream dishwashers is not cheap. Whether it is online or offline, the price of dishwashers starts at 1,000 yuan, and imported products are 1-2,000 yuan more expensive than domestic products. Chinanews.com has reported that in the first half of 2021, the overall average offline price of dishwashers in my country exceeded 7,000 yuan, and the online average price was close to 4,000 yuan.

A netizen once complained, "The dishwasher that my friend bought for 6,000 yuan is much easier to use than the one I bought for more than 1,000 yuan. The capacity, nozzle and water jet strength are too different. After the second hand wash." He also said, "On the dishwasher, I really experienced what you get for what you get for what you get for the price."

It can be seen that although domestic dishwasher brands have broken the monopoly of overseas brands, the pain points of low industry penetration and high prices will also surround players. So in the future, what are the breakthrough points of domestic dishwasher brands?

"It's not clean, it costs water and electricity", is the dishwasher a pseudo-demand?

Now the competition in the domestic dishwasher market has been further upgraded. According to the company's investigation data, as of September 2021, there were nearly 5,300 dishwasher-related enterprises nationwide, of which Shandong Province ranked first with 1,155 related enterprises; from the perspective of registration volume, a total of new 191 related companies.

During the Double 12 promotion in 2020, a 4-unit table dishwasher from Gree dropped from 2199 to 999 yuan; in September 2021, Xiaomi launched a crowdfunding price of 799 yuan Dayou steam dishwasher; during New Year's Day in 2021 , a 13 sets of intelligent door drying dishwashers launched by Haier dropped by more than 2,000 in the live broadcast room and sold at 2,799 yuan; Fang Tai's upcoming 3.20 Taifen Festival is not small, and some kitchen appliances can be enjoyed Pre-order saves half the discount, and related dishwasher products can also enjoy one-stop replacement services.

It can be seen that with the increasing number of players, the industry price war is about to break out. However, due to problems such as technology introduction, high R&D costs and low penetration rate, players do not seem to be able to achieve true "low price and high quality". A reporter from Beiqing Daily once reported, "Consumers still have the misunderstanding of 'waste water, electricity, and uncleanness' of dishwashers, and factors such as no reserved space in kitchen design have affected the entry of dishwashers. The main drag for Chinese families."

But in fact, dishwashers do not have the water and electricity costs of traditional hand washing. The "Comparative Test of Household Dishwashers" released by the China Household Electrical Appliances Research Institute shows that under the premise of cleaning 46 pieces of tableware and achieving the same cleaning effect: the power consumption of hand washing is 0.7 degrees, and the water consumption is 23 liters; The power consumption is 0.5 degrees and the water consumption is 7 liters.

If brands can further increase product introductions, upgrades, or reduce prices, consumers’ perceptions of dishwasher products may be improved to some extent.

On the other hand, the small town market is the focus for dishwasher brands to break through. Aowei Cloud predicts that the demand for dishwashers in the domestic third- and fourth-tier markets will usher in rapid growth in the next two to three years, although the current domestic dishwasher users are mainly in the first- and second-tier markets.

This means that domestic brands still need to optimize product price, performance and other aspects to get through the connection with the sinking market, but it is worth thinking about how to optimize the price while taking into account the quality.

According to the current development momentum of domestic dishwasher brands, the change of technology and the expansion of functions in the future will further drive the industry upward, and the expansion of dishwasher functions will also meet the needs of more segmented groups of people. Xu Hui, general manager of Fangtai dishwasher product line, once said, "Only with substantial and breakthrough changes in core functions can we represent the hard core strength of an enterprise and the development level of an industry."

At present, the product structure of domestic dishwashers is also transitioning from desktop to embedded, which also leads to great development opportunities in various market segments in the entire dishwasher industry. For example, the desktop dishwasher is suitable for single or residential users due to its small size, and the built-in dishwasher is suitable for domestic users due to its large capacity.

In general, domestic dishwasher brands have ushered in the fast lane of development, and players on this track have also ushered in a period of rapid development, but with the increasing competition and the imminent price war, product performance is guaranteed. It is the key to truly meet the needs of households and open up the dishwasher market, but how to ensure "low-cost and high-quality" products is a question worthy of consideration for both domestic and overseas brands.

It is worth noting that, focusing on the research and development of localized products, creating products that meet the market according to the habits and characteristics of domestic consumers such as kitchen area, cooking habits, tableware differences, etc., will become the key to the final victory of players.