Dishwasher growth rate began to slow down signal Home appliance manufacturers should open up new ways to play

When the home appliance industry was facing a cold winter period, the dishwasher category was one of the few categories to maintain market share growth against the trend, and was known for its impressive high growth rate. However, in 2021, after the home appliance industry was generally affected by the clamping of the upstream of the industrial chain and the impact of the large market environment, even the dishwasher that was once proud of the crowd finally showed a signal of slow growth.

According to the total data of Aowei Cloud Network (AVC), the retail sales of the dishwasher market in 2021 were 9.96 billion yuan, an increase of 14.4% year-on-year, and the retail volume was 1.952 million units, an increase of only 1.7% year-on-year. According to the total data of Aowei Cloud Network (AVC), the retail sales of dishwashers in 2020 were 1.919 million units, a sharp increase of 31.0% year-on-year; From January to November 2019, the retail sales of dishwashers were 6.4 billion yuan, an increase of 24.5% year-on-year, and the retail sales volume was 1.348 million units, an increase of 23.9% year-on-year.

Combined with the objective market environment, the share growth of the dishwasher category is still quite good, but if you look at the growth data of the dishwasher market in the previous two years, the growth rate has slowed down significantly, and the amplitude is not small, and it can even be said that the dishwasher market is "slowing down".

So, why is the dishwasher market starting to signal a slowdown? Some industry experts pointed out that this is because the dishwasher market is undergoing a new stage of transformation.

When the dishwasher is introduced into the domestic market as an imported product, the main pain point of the user is "washing dishes", so when the dishwasher replaces the manual dishwashing as the selling point, it is gradually recognized by consumers, so it quickly became popular and became one of the fastest growing categories. Looking back now, this period is the beginning of the popularity stage of dishwashers, and manufacturers have also harvested a large number of popularity dividends, and the market has grown rapidly.

Of course, the popularity period may not all be smooth. Although the sellership of dishwashers that save labor and time is recognized, it has also gone through a long road of market education. In the eyes of many Chinese users, the concept of traditional dishwashing methods is deeply rooted, and the use of machines to replace them does take the energy of manufacturers to cultivate users, and people have also seen that in recent years, the market's acceptance of dishwashers has become higher and higher, which is the result of market cultivation.

The growth of the dishwasher market began to slow down, which can be seen as a signal that the market cultivation has reached a certain level and the stage has begun to change. When users generally accept the fact that dishwasher products function, more and higher requirements will be put forward for dishwashers. Experts pointed out that as an imported dishwasher product, there are indeed some aspects that need to be changed urgently in the domestic market: for example, at the moment when built-in decoration is becoming popular, how dishwasher products can be better integrated into the home improvement environment; For example, under the current situation of diversified decoration styles, the appearance design of the dishwasher market should show how to diversify the development; And, Chinese average living conditions are different from developed markets such as Europe and the United States, how to coordinate the space utilization of dishwashers in Chinese homes; In addition, the Chinese diet structure is different from Western food, and the greasy ingredients are also very different, how to create a cleaning model that meets the Chinese dishes and chopsticks... Wait a minute.

In fact, these problems in the dishwasher just began to enter the domestic market, it is common, but at the beginning is the popular stage of the dishwasher market, manufacturers will focus on product promotion and user cultivation, these problems have not become the primary contradiction, and after the end of the popularization stage, the popularity dividend began to fade, and users also became more picky, more requirements for products, just formed a user demand upgrade began to force the product upgrade situation, reflected in the market is that market growth began to slow down.

However, experts believe that home appliance manufacturers do not have to be pessimistic in the face of the current slowdown in growth. From the end of the market popularization stage, dishwasher manufacturers have essentially completed the cultivation of the market, with a solid market foundation, which can be seen as a big success, and the upgrade of the product, is not only the needs of users, but also the driving force for manufacturers to move forward, but also the general trend of market development, so there is no need to be pessimistic, as long as you conform to the development of the market, do a good job of upgrading the dishwasher.

Of course, in the face of new market development, dishwasher manufacturers can also try more "playing methods", in addition to the design optimization and innovation upgrade of the dishwasher in line with the domestic market, they can also make more efforts in after-sales service and scene construction. For example: to provide users with kitchen decoration design suggestions, to create a one-piece kitchen scene installation and design services, you can also customize a full set of kitchen scenes, enhance the interconnection and wisdom upgrade between kitchen appliances, empower the new experience of kitchen life, through multiple ways, means to establish a comprehensive kitchen scene industry chain, but also inject new impetus into the development of the dishwasher market in the new stage.