In recent years, the dishwasher has emerged as an emerging category, which has won the attention of the industry and consumers. The ultra-high growth rate has always led the kitchen appliance market. According to the data, the annual retail sales of dishwashers reached 5.92 billion yuan in 2018. In the context of the overall near-negative growth of the kitchen appliance industry, the annual retail sales of dishwashers still maintained a super high growth rate of 36.5%, and the retail volume reached 13.56 million units, with a growth rate of 37.7%. Because of this, the dishwasher is also known by the industry as a new driving force for the growth of kitchen appliances.

However, since the beginning of 2019, the overall market of kitchen appliances has not seen a significant warming trend, but the dishwasher category has also experienced a slowdown in growth. According to data from Aowei.com, from January to July 2019, the retail sales of dishwashers was 3.46 billion yuan, a year-on-year growth rate fell to 24.9%, while the retail volume was 725,000 units, a year-on-year growth rate of 24.9%. According to Zhongyikang data, from January to July 2019, the retail sales of dishwashers was 863,000 units, a year-on-year growth rate of 29.6%, and the retail sales amounted to 3.65 billion yuan, a year-on-year growth rate of 27.6%. Based on the monitoring data of the two data organizations, the growth rate of retail sales and retail sales of dishwashers is significantly lower than 37.7% and 36.5% in 2018. It can be seen that the dishwasher industry has experienced a slowdown in growth.

In this regard, Wang Haojie, director of embedded sales department of Vantage, said in the "2019 China Dishwasher Industry Summit Forum" that dishwashers, as an emerging health category, can maintain a compound growth rate of more than 30% for several years, indicating the industry. There is no problem behind it, but it shows the user's expectations for this category. The explosive growth that occurred in previous years is a phenomenon at the sales end. The reason why the growth rate of dishwashers has slowed down this year, we believe that the subjective end of users has changed.

Industry analysts also said that behind the huge business opportunities in the dishwasher category, there are still many pressures and challenges. Including many problems such as low user recognition, product use experience, and high installation requirements, it is easy to cause consumers to question the use of dishwasher products, which in turn leads to a decline in market demand. From the stage of view, the dishwasher has already passed the introduction period and began to enter the growth period, which is urgently needed to promote the overall level of the industry to promote the continuous and high-speed development of the dishwasher.

Let's take a look at the pressures on the dishwasher industry.

Insufficient user perception, demand dynamics need to be improved

First of all, dishwashers are still lacking in product awareness as an emerging kitchen appliance category. Whether dishwashers can clean dishes, water and electricity, and long cleaning time still plague many consumers, which in turn affects consumers' purchasing decisions.

Therefore, it is necessary for the industry and enterprises to work together to promote the rapid spread of dishwashers through the continuous upgrading of technology, manufacturing and marketing.

Over-marketing, dishwasher word of mouth is tested

In addition, the over-marketing of some merchants on the market currently causes the dishwasher experience to be inconsistent with the promotion, which also affects the overall reputation of the dishwasher market. Especially in the case of insufficient product awareness, the defects of individual brand products are likely to cause consumers to question the dishwasher industry. This is in urgent need of industry-specific regulations, and vigorously promote unified industry standards to promote the sound development of the dishwasher.

High installation requirements, barriers to popularization are difficult to break

From the point of view of the product itself, the extremely high installation requirements are also a great test for the “small” kitchen in China, which hinders the further popularization of dishwasher products.

As an imported product, the manufacture and design of the dishwasher is more in line with the European and American markets than China. At the same time, compared with the kitchen area of more than 15 square meters in Europe and the United States, most of the kitchens in China are 3-6 square meters, and it is difficult to install them. Dishwasher this kitchen "new big piece". Therefore, more localization innovation and installation and after-sales are another barrier to the popularity of dishwashers in the Chinese market.

Having said so many pressures and challenges, on the whole, compared with the penetration rate of more than 70% of dishwashers in developed countries, the penetration rate of the domestic dishwasher market is far from enough, and there is still much improvement in the future. space. Even if the growth rate slows down, the current growth rate of the dishwasher still leads the kitchen power. I believe that with the continuous efforts of brand enterprises and industries, the dishwasher will still be a powerful driving force for the growth of the kitchen power industry.

Wang Lei, vice chairman of China Household Electrical Appliances Association, also stressed in the "2019 China Dishwasher Industry Summit Forum" that from the market performance in the first half of this year, the dishwasher industry is a prominent growth in kitchen appliances and even home appliances. Category, I believe that there is still a lot of room for growth and development prospects in the future. This is a common opportunity for our kitchen appliances companies. In the face of this opportunity, the biggest challenge is ourselves, maintaining healthy competition, truly making products and doing good services.