In 2021, what can be compared with the integrated stove, or even the market performance is even worse, is the dishwasher.
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 sales volume was 1.952 million units, an increase of 1.7% year-on-year.
So far, since entering the Chinese market in the 1980s and 1990s, after a long period of market incubation, and in 2016, it ushered in the first year of the outbreak of the dishwasher, and one foot officially stepped into the threshold of 10 billion.
For the achievements of the dishwasher today, words of praise are naturally indispensable. However, the penetration rate of the Development So Far is not to say more than 60% of the European and American markets, but compared with Japan and South Korea, which are the key markets in Asia, the Chinese dishwasher market, which can reach 2%, makes us have to think deeply.
What are the reasons hindering the popularity of dishwashers? When will it reach 100 billion? Who will be the king of the dishwasher track?
01
Why is the penetration rate only 2%?
Although dishwashers are mentioned today, most of them are labeled as "emerging categories". In fact, the dishwasher is not "new" at all, but it has not been "excited" for a long time.
At the end of the 1980s, dishwashers that have been born for more than 100 years and have a penetration rate of more than 60% in Western countries officially entered the Chinese market. But for a long time, as an imported product from the West, the dishwasher has been tepid because of "water and soil".
Until 2015, with the birth of local brands based on the innovation of Chinese kitchen environment and cooking habits, dishwashers began to usher in the ice-breaking in the Chinese market. And since 2016, it has opened a rapid development model of running wildly.
Today, the scale of dishwashers is nearly 10 billion, but the penetration rate is only about 2%, and the benchmark developed countries are still out of reach, what is the reason behind it?
First of all, China's GDP has grown from $4,550 to $12,500 since 2010, which is comparable to the per capita GDP of the Japanese dishwasher market when it was growing rapidly, and far exceeds the per capita GDP level of the US dishwasher market when the scale of the dishwasher market grew rapidly. On the other hand, in 2021, the dishwasher online 7000-9000 yuan, offline 8000-10000 yuan price segment products are more favored.
This shows that today's national spending power is not the main obstacle to the popularity of dishwashers.
Second, Chinese eating habits are very complex, not only very different from Western countries, but also different from neighboring Japan and South Korea. To this end, the research and development of Chinese dishwasher products that started late, the relevant technology can not be directly copied. Products developed for the actual needs of Chinese local kitchens are more favored, but product development and innovation require a certain degree of precipitation and accumulation, which is why dishwashers have undergone a long period of cultivation in the Chinese market.
Finally, consumer perception may be the biggest "stumbling block". In the past, the dominance of domestic family kitchens was in the hands of the 60s and 70s, on the one hand, they were unwilling to taste the early and unwilling to taste the early adopters with conservative consumption awareness and life concepts; In addition, in the past, Chinese people had far less working hours than they do now, and they could free up more time to cook and take care of housework. Now, 80, 90, 00 began to slowly take over the dominance of the kitchen, and the dishwasher is expected to usher in the end of the adaptation period to usher in the acceleration of penetration rate.
02
When will it break through 100 billion?
The relevant person in charge of the kitchen appliance division of Aowei Cloud Network said that it is expected that domestic retail sales will increase by 27% in 2022. According to this estimate, the retail sales of dishwashers will reach 12.6 billion yuan in 2022.
In 2022, it is expected to break through 10 billion, and it seems a bit arrogant to put forward the goal of 100 billion. But in fact, the goal of 100 billion is not without a trace.
Kitchen Appliance New Observation noted that dishwashers entered the Chinese market about 20 years later than Japan, and the penetration rate of the Japanese dishwasher market was 10% 20 years ago, and the penetration rate of today is about 30%. Benchmarking the Japanese dishwasher market, if the country's per capita GDP and demographic factors are discarded, according to the Japanese dishwasher market dishwasher penetration rate to estimate, it will take at least ten years for the Chinese dishwasher market to reach the level of 100 billion, that is, 2032.
So, does the dishwasher category have the qualification to impact hundreds of billions? Drawing on the analysis of the "intelligent relativity" of dishwashers on the Internet, we believe that it is available.
First of all, from the point of view of complexity, the dishwasher is less complex and almost does not require too many complex operating steps. Whether it is the current main consumer group after 80 and 90, or the middle-aged and elderly groups, there are almost no operational obstacles.
Secondly, from an alternative point of view, when you want to steam buns, you can choose a steamer, you can also choose a steamer oven. And dishwashers, in addition to manpower, currently only dishwashers. It can be said that the dishwasher has low alternative characteristics in terms of function.
In addition, from the perspective of the family meal chain, from the preparation, cooking, enjoyment to cleaning, washing dishes is a link that cannot be avoided, and washing dishes is a high-frequency housework in some families. The mechanized dishwasher for washing dishes is just in line with the people's wishes.
03
Who will be the king of the dishwasher track?
Turning over the history of the development of dishwashers in the Chinese market, Siemens is a benchmark that cannot be bypassed.
Since the end of the 1980s, dishwashers have entered the Chinese market, and for many times, foreign brands represented by Siemens have firmly occupied the dominant position of Chinese dishwashers by virtue of their technology and brand advantages. According to relevant data, Siemens accounted for 77.9% of the domestic market in 2015.
However, in recent years, with the precise control of Chinese brands on the domestic market demand and the continuous iteration of localization technology innovation, Chinese home appliance giants and professional kitchen appliance brands represented by Boss Appliances, Fangtai, Haier and Midea have further increased their market share in dishwashers, gradually diluting Siemens' share in the domestic dishwasher market.
Today, the emerging kitchen appliances enterprises represented by Yitian Intelligence, Martian, and Senge are also extending the commercial logic of the integrated stove to break through the industrial boundaries and cross-border integration function modules, and fully explore the integration of garbage processors, water purification systems, etc. with dishwashers, as well as dishwashers and integrated stoves under the overall kitchen trend.
According to the data of Aowei Cloud Network, Siemens has declined in the full-size embedded dishwasher segment for two consecutive years, falling to 37% and 52.2% in 2021, respectively, while the share of bosses, Midea/COLMO, Haier/Casarte and so on has increased significantly.
It is foreseeable that in the future, with the increase of local brands' investment in technology research and development and product innovation, as well as the enhancement of China's national strength and national self-confidence, the market share of domestic dishwasher brands is bound to further increase.
As for Chinese local brands, who will become the king of the dishwasher track, there are still many variables in the dishwasher market that has just entered the early stage of industrial growth. Is it that with the advantages of the industrial chain, Haier, Midea, etc., which are mainly cost-effective, will further open up the market, or the high-end brands represented by Fangtai and Boss Electrical Appliances have more advantages? We wait for consumers to vote with their feet.
Conclusion: After decades of entering the Chinese market, the dishwasher has finally stepped into the threshold of 10 billion with one foot. As the market moves from the embryonic period to the growth period, the myth of high growth in the industry may be difficult to reproduce, but it will continue to grow in structural adjustment, and even in some stages in the future, it may exceed 20 billion and 300 may be close at hand, and the future breakthrough of 100 billion can be expected.