Bucking the trend and increasing by 20%, how "tough" is the development of dishwashers?

Since the beginning of this year, the domestic epidemic has been repeated and the scope of the epidemic has continued to expand. The resulting problems such as production shutdown, poor logistics, and stagnant demand have brought a lot of impact to the home appliance market. Coupled with the rise in raw material prices and the increased uncertainty of overseas exports, it has also made the entire industry "worse".

According to data from Aowei Cloud Network, in the first quarter of 2022, China's home appliances achieved retail sales of 143 billion yuan, down 11.1% year-on-year. Customs data show that in the first two months, the scale of overseas exports of home appliances also fell by 5.9% year-on-year.

Although the overall sales scale of the industry in the first quarter was under pressure year-on-year due to many unfavorable factors, there were still many categories with good performance in contrary to market growth. Among them, as an emerging category and star product in kitchen appliances, the dishwasher market has continued its previous stable growth momentum.

Source: Aowei Cloud Network

According to the total data of AOwei Cloud Network (AVC), the retail sales of dishwashers in the first quarter of 2022 were 1.91 billion yuan, an increase of 20.6% year-on-year; Retail sales of 350,000 units increased by 7.1% year-on-year. Among them, the offline market performance is outstanding, with retail sales increasing by 26.4% year-on-year and retail sales increasing by 14.0% year-on-year.

Offline market: The trend of high-end continues to appear

Only from the data point of view, the dishwasher offline market in 2022 continues the previous high-end trend.

In terms of the price segment, the structure of the price segment of 5,000 yuan and above in the Q1 dishwasher online market in 2022 has been significantly upgraded, of which the retail sales of the price segment of 10,000 yuan and above accounted for 4.3%; The retail sales of the price segment of 7,000 yuan and above in the dishwasher offline market accounted for 60.6%, an increase of 13.3% over 2021.

In terms of product types, large-capacity products continue to be popular. In the first quarter, the retail sales of 13 sets and above products in the dishwasher online market accounted for 46%, while the proportion of 13 sets and above products in new products accounted for 77%; In the offline market, 13 sets and above products accounted for 33%, while 99% of new products accounted for 13 sets and above, and the trend of large sets was obvious.

In view of the fact that large sets of dishwashers can better meet the needs of users such as washing pots, family meals, disinfection and drying, etc., "buying big but not buying small" has gradually become a common experience for consumers to buy dishwashers. In response to this change in consumer demand, "large capacity" has become one of the new keywords in dishwasher products.

On March 16, Fangtai released the G1 series of built-in dishwashers. In terms of innovative functions, in addition to the unique high-energy bubble washing technology, The Fangtai G1 series increases the cleaning capacity by 37%, and can easily install 11 sets of utensils. (Note: 37% is the relative increase in the capacity of the standard cleaning sets of the product compared to the traditional 8 sets of capacity.) )

Boss Appliances only launched 13 sets of super-large-capacity dishwashers that wash pots last year, and this year launched a new large-capacity dishwasher WB797, which was directly increased to 16 sets. Midea also launched 14 sets of high-capacity dishwasherSRx70s last year.

The trend of high-end is not only reflected in the product capacity, the function of the dishwasher is also constantly upgrading, and the multi-function of the machine, the efficient washing of the partition, and the intelligent induction washing are becoming the three directions of the upgrading of dishwasher products. In addition, in the post-epidemic era, consumer health awareness has been further strengthened, and the sterilization function of dishwasher products has become standard. At present, most dishwashers are equipped with disinfection, drying and other functions.

The continuous increase in the proportion of sales of high-end and large-scale products has also led to a further increase in the average price of dishwashers. According to Aowei data monitoring, the average price of dishwashers online in March 2022 increased by 15.5% year-on-year to 4211 yuan / unit; The average offline price increased by 10.1% year-on-year to 7513 yuan / unit.

Online market: The integrated category is growing rapidly

From the perspective of dishwasher categories, whether online or offline, the proportion of embedded continues to rise. According to the data, the retail sales of embedded dishwashers in the online market accounted for 51% in the first quarter of 2022, an increase of 9 percentage points over the same period last year; The retail sales of embedded dishwashers in the offline market accounted for 83%, an increase of 7 percentage points over the same period last year.

At the same time, integrated dishwashers, as a subdivision of the dishwasher category, grew rapidly in the first quarter of 2022. In the first quarter of 2022, the retail sales of the integrated dishwasher online market increased by 77% year-on-year, far exceeding the overall growth rate of dishwashers.

The integrated dishwasher integrates dishwashers, fruit and vegetable cleaners, sinks, cupboards, disinfection cabinets, water purifiers and other functions in one, suitable for many use scenarios in the kitchen, with the characteristics of saving space, saving time, shortening the operation line, multi-purpose, easy installation and maintenance. In 2018, the Martian D7 integrated dishwasher was born, creating an integrated dishwasher category in one fell swoop. Nowadays, integrated dishwashers have become a hot product on the rise of the integrated stove industry.

In the first quarter of 2022, a number of brands focused on integrating new dishwasher products. According to the monitoring data of Aowei Cloud Network (AVC), in the first quarter of 2022, the number of new integrated dishwashers in the online market was the largest, reaching 30 models, more than embedded.

Among them, after the first generation of D7 integrated dishwasher, Martian has launched a new second generation of D70 integrated dishwasher this year. Huang Weibin, chairman of Martian, said: "The water-washed category will become the second growth curve of Martians in 2022 and even the future, and it is a new outlet-level product with a category breakthrough."

Zhejiang Meida is also actively laying out the dishwasher market. At the 2021 annual performance briefing, Xia Lan, chairman of Zhejiang Meida, mentioned that in addition to integrated stoves, dishwashers are an important category for the company to exert strength, and dishwasher products cooperated with Panasonic are preparing to go online. In addition, Yitian, Shuaifeng, Senge and other integrated stove head enterprises have also accelerated the layout of integrated cleaning centers in the past two years.

Although the integrated dishwasher category has developed rapidly, the overall proportion is still relatively low, less than 3%, and it is not yet known whether it can become an important subdivision branch under the dishwasher category in the future. Moreover, relying on the integrated dishwasher produced under the development situation of the integrated stove industry, there are still many pain points such as lack of unified industry standards, complex installation, limited capacity, and excessive unit price.

Especially in terms of unit price, according to the data released by Aowei, the average price of integrated dishwasher online products in the first quarter of 2022 was 8002 yuan, and the average price of offline products was 12908 yuan, which was much higher than other categories. Such a high unit price makes the product selling alone no advantage, therefore, most companies will be integrated stoves and integrated dishwashers as sets to sell.

Overall, in the case of a sharp decline in the industry as a whole, dishwasher products can still maintain a relatively good growth rate in such an environment, which undoubtedly brings a glimmer of vitality and hope to the kitchen appliance market. In the future, with the continuous pursuit of consumers' quality of life and the continuous improvement of dishwasher awareness, the domestic dishwasher market still has very good prospects for development.