Seeing is not necessarily true, and hearing is not necessarily true.
Clothes dryers are no stranger to many Chinese families. However, many users comment on it is not practical. One kind of person believes that the washing and drying machine with drying function takes a long time and does not dry, flashy and unrealistic; another person believes that the professional dryer is at most used in rainy days and huangmei days, and most of them are needed in South China, East China and other regions, and the frequency of use is low.
Terminal data shows that mainstream users in the mainstream market are equipping their families with professional dryers. According to zhongyikang market monitoring data, the retail sales of dryers have achieved triple-digit growth in the past two years; the industry's leading brand Haier dryer, its revenue growth rate has exceeded the industry for two consecutive years, and the year-on-year growth rate in 2021 exceeded 203%.
Why is it that some of the population is "impractical", while others have driven the industry to rise sharply in 2 years and 3 digits through "buying, buying and buying"? Is the function impractical, or is the user lacking awareness? On April 19, Haier's user value upgrade and the launching activity of the first dry clothes festival were held in Qingdao. At the scene, Haier released the world's fourth-generation dryer - double Qing net care dryer, which not only brings users the latest product experience of stretching and drying and cleaning the hair, but also opens the scene experience of clothing care and liberates the balcony, adding another heat" to the consumption popularization of the dryer in China's quality families.
Directly attack the "dryer is not practical", and restore the truth with science and technology
Imported clothes dryers have been in China for more than 20 years. However, according to a number of industry insiders, subject to the technical performance of the product, as well as the limitations of enterprise marketing and marketing, the Chinese family's cognition of the dryer belongs to the "most familiar stranger".
In addition to the current situation of the washing and drying machine "only washing and not drying", the traditional dryer also brings a lot of experience confusion to the user. Home appliance circle learned that the traditional heat pump dryer is subject to the "inner cylinder one-way rotation, tandem inner cylinder and fan" structural limitations, reverse when the fan has no wind, the cylinder is suspended drying, while the cooling system overheating will stop protection and other issues, users in the use of the process of frequent encounters in the "large pieces of drying, clothing folds" and other bad experience, although in these years Chinese and foreign enterprises through the "stirring rod and paddle, regulation of the turn-stop ratio, increase the reversal ratio" and other attempts to break the one-way rotation problem, but did not really solve the problem.
At the same time, compared with the more than 70% penetration rate of dryers in European and American countries, the penetration rate of dryers after entering the Chinese market for more than 20 years is only about 10%, a huge gap.
It is precisely in this consumer cognition and market situation that Chinese enterprises represented by Haier have launched an "ice-breaking action". The home appliance circle noted that the biggest variable is to directly hit the pain points of user consumption, based on subversive products and scenario-based innovation, and reopen the "truth cognition journey" of Chinese families for clothes dryers. In 2020, Haier's invention of the double engine dryer triggered a continuous consumer boom, breaking the old problem of fast overall growth but slow popularization of dryers in one fell swoop, and successfully occupying the absolute first position in the dryer market.
According to Haier Zhijia's 2021 annual report, as a new category of dryer revenue growth reached 203%, offline market share of 32.9%; since entering 2022, this momentum continues to climb upwards, from The data from Zhongyikang shows that in the first 3 months of this year (as of the 14th week of 2022), Haier's clothes dryer market retail sales accounted for 36.1%, ranking first.
This also shows from one side: only by gaining insight into consumption, subverting tradition, and creating good products that amaze users can we truly leverage the rapid growth of the dryer market and the popularity of families.
The original fourth-generation dryer not only drys but also cleans the wool
It's not hard to find a problem, the biggest challenge is to "find the problem and solve it yourself." In China's washing and care industry, there are many companies that find pain points in the use of washing and drying machines and traditional dryer users, but there are not many companies that really solve the above pain points. Why can Haier rely on the double engine net care dryer to open up the rapid growth of the dryer market and the user's surprise experience of "practical, easy to use and inseparable" in one fell swoop?
On the basis of the world's first generation of inline dryers, the second generation of condensing dryers, and the third generation of heat pump dryers, Haier after 6 years of research and development, 68 iterations, and finally with 37 national patent technologies, launched the fourth generation of double-engine net care dryer, not only with the dual-engine motor drive to break through the traditional drying of clothes winding problem, but also through intelligent variable speed wind, wind with clothing change, small suspension soft drying, 0 speed also has wind, flat bracket, static drum soft drying and other performance, redefining people's "various imaginations and needs" for dryers.
From a professional point of view, the global dryer has entered the fourth generation. But in the eyes of many Haier users, "there are only two types of dryers on the market, one is a double engine, and the other is other." Because, compared with many dryers on the market, the biggest experience brought by the double engine net dryer is that in addition to drying thoroughly and not winding, it also lies in the net removal of hair wool, which completely solves the second largest pollution source in the home."
Users in the quality consumption upgrade channel, the requirements and standards for indoor healthy life are getting higher and higher, but the clothes, home textiles, etc. at home continue to produce a large number of wool, including a large number of pollutants in the air, on the ground, and bedding. Through the "four-layer filtration structure + adsorption foam", Haier Shuangqing Net Care Dryer thoroughly filters out fine particles, and makes the home cleaner and opens a new life of soft cleaning at home by removing hair from the source.
As industry insiders said, the current Haier dryer brings users not only an original dry clothing product, but also a new way of life, so that the dryer is not only drying clothes, but also drying, stretching, net filtering, and finally liberating the balcony also brings clothing care. This is equivalent to opening up the technological innovation space and direction of the dryer, and also exploring the market stage for the future development of the industry, and ultimately allowing the users in the terminal market to become the biggest source of the consumption and popularization of the dryer.
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