In the past year, as the home appliance market has entered the stage of stock game, as well as the two-way drive of health demand and lazy economy, dishwashers, an emerging quality home appliance, have been favored by consumers and have a significant upward momentum.
According to the total data pushed by AVC, the overall scale of dishwashers in 2023 will be 1.94 million units, 11.2 billion yuan, retail volume will increase by 2.3% year-on-year, and retail sales will increase by 9.6% year-on-year, with strong growth.
It is such a foreign product that performs well in the kitchen appliance plate. Behind it, it is inseparable from those excellent products, iterative technology, and leading technology to meet and guide users.
As usual, the integrated kitchen said that through the summary of the Aowei data compass, the TOP20 brands and best-selling models in the past year are collected, combined with the 2024 China Home Appliances and Consumer Electronics Expo (hereinafter referred to as 2024AWE), which just ended in Shanghai not long ago, through the new products and technologies displayed by the brand, to find some trend rules.
What are the commonalities of the TOP dishwasher products favored by users?
From the perspective of brand share performance, through the figure below, it is not difficult to see that among the TOP20 dishwasher products in 2023, five brand models such as Siemens, Midea Boss, Haier, and Fotile account for the vast majority.
In terms of sales, there are 10 Siemens TOP dishwasher products in the double-line market, 7 of which are Midea, 6 of Boss, and 5 of Fotile and Haier, from which it can be seen that CR5's brand power and influence in the minds of users.
2023年度TOP20线上畅销机型
2023年度TOP20线下畅销机型
From the perspective of TOP-level dishwashers, among these products, built-in dishwashers are still the mainstream product form in the industry, and large-capacity dishwashers have become the first choice of consumers.
Taking the offline TOP20 sales of dishwashers as an example, according to statistics, there are 14 built-in models, which has also been confirmed by data. In 2023, Aowei data shows that the online and offline retail sales of full-size built-in dishwashers will account for 35% and 74% respectively, both up 5 percentage points from the same period last year.
Secondly, the second most online type is the independent dishwasher, which reaches 33% online, and the sink dishwasher offline. It is worth integrating the integrated dishwasher, as a further subdivided dishwasher type in the track, it has also begun to increase under the main promotion of the Martians, and the integrated design is the same as the embedded, which also gives a new solution to the problem of small kitchen installation space.
Among these models, we also found that from the perspective of the number of sets, the proportion of large sets of dishwashers continued to expand, and the online volume and price rose. Among them, it is mainly due to the pull of more than 14 sets of large-capacity products. For example, the boss dishwasher WB736 can accommodate 16 sets of dishes, focusing on washing pots.
The data also shows that in the first three quarters of 2023, the retail sales of dishwashers with 14 sets and above in the online market accounted for 51.3%, an increase of 22.9 percentage points from the same period last year, and the retail sales of 14 sets and above products in the offline market also accounted for 47.8%, an increase of 30.4 percentage points from the same period last year.
From the brand side, many brands have upgraded their product capacity, such as Midea, Haier, Vantage, Siemens, etc., have launched large-capacity dishwashers, and 15-19 sets have become the main push;
On the whole, the common characteristics of these TOP dishwashers are: driven by the trend of healthy and quality life, the products are mainly upgraded in the four directions of "washing, disinfection, drying and storage", and the brands continue to seek breakthroughs in differentiated selling points. In addition, localization upgrades such as green intelligence, large capacity, and scenario-based are also key directions for technology upgrades.
Let's take a look at the specific directions of the technology of this category track in combination with some new dishwasher products.
How is dishwasher technology evolving?
In the context of the slow recovery of traditional kitchen appliances, dishwashers have become an important starting point for kitchen appliance brands to seek growth. For this reason, we have seen that since the beginning of this year, many home appliance brands, especially local brands, have been accelerating product innovation and iteration, trying to compete for a larger market share of dishwashers.
Combined with the 2024AWE that ended not long ago, the dishwashers brought by various companies are blockbuster new products. We can also see the evolution of some features. From the perspective of new products, the attributes of large set capacity, hot air drying, long-term storage, sterilization and antibacterial, intelligence and convenience are significant.
- There is a general quest for larger capacities and sets
At present, consumers have two major pain points, the first is that large tableware cannot be washed, such as pots and pans, and the second is the oil stain of Chinese tableware
Much more than normal cutlery. How to solve these problems?
At 2024AWE, many enterprises have upgraded the capacity of their products in response to this. Vantage Dishwasher Product Recommendation Officer Wang Yingjie introduced to us that this time Vantage brought a giant dishwasher B8 that meets the "Three Good Kitchen Appliance Standards", with the blessing of a triple spray arm in the functional configuration, equipped with the industry's largest 19 sets of super large capacity, in line with the cooking needs of Chinese families, and can achieve large-capacity and super-energy washing.
Wang Qi, product manager of Whirlpool (China) kitchen appliances, said that the new dishwasher 7001 series brought by the company adopts a fully embedded design, with a height of 775mm products, and three layers of baskets can be placed, of which the second layer also has imported technology from Italy: adding a bowl basket handle, which can be lifted after upgrading, and the internal space can be used for pot washing.
In addition, the new generation of flagship dishwasher Y series released by Fotile at the end of October also has 18 sets of large capacity, and other brands also have their own 15 and 16 sets of dishwasher products. It is not difficult to find that large-capacity and pot-washing pots have gradually become an important buying point and standard for high-end dishwasher products.
2. The technology of washing, drying and storage is more sophisticated
A good dishwasher must be easy to use, and the important criterion for good use is to wash it cleanly. As a result, we have seen many companies further upgrade and iterate on technologies such as "washing, disinfection, drying, and storage" in new products.
Focusing on washing and drying, for example, Fotile's high-energy bubble washing 3.0 technology and up to 50,000Pa water pressure empowerment, Vantage's innovative H-shaped spray arm - Gemini global washing, Whirlpool brought condensed pressurized direct injection technology and then added 360° circulation washing to empower it;
In addition, there is also a new product of Midea's RX600Pro dishwasher, which adds the function of layered washing and increasing the number of rinsing, and the drying method has also been upgraded, which can support 105°C hot air drying + 70°C residual temperature drying;
Focusing on disinfection and storage, such as Siemens, Fotile, Midea and other brand dishwashers have taken disinfection as the focus of publicity, Fotile's main steam sterilization technology, Midea's main silver ion sterilization, and Siemens' main crystal bud baking 4.0.
The newly developed Lenyan S1 PLUS Lite, equipped with patented 105°C "Opt-in" independent drying technology, uses the Lenyan concentrating ring to generate a high temperature of 105°C, and the four-dimensional thermal flow efficiently covers the inner cavity to achieve 99.9999% efficient sterilization.sanitize
Its product owner said, "In terms of storage, in fact, the industry used to do 3 days of storage. Later, after 7 days, we increased the time to 15 days, and went to do 0 bacteria certification, that is, the tableware is placed in it, and when you take it again next time, it will continue to be a state of 0 bacteria. ”
From the perspective of consumption, under the wave of rational consumption, consumers prefer products that can be multi-purpose and more cost-effective, which forces dishwashers to develop from a single function to a multi-functional and integrated direction.
From the perspective of enterprises, having a multi-functional high "quality-price ratio" has become an effective way to impress users, which can not only accelerate the popularization and penetration of categories, but also become one of the important choices for creating explosive products.
3. The demands of intelligence and scenario-based are further satisfied
Intelligent, has penetrated into various categories of kitchen appliances, dishwashers to meet the personalized needs of the new generation of consumer groups after 90 and even 00, must make the products more understandable, more convenient. Nowadays, many new dishwasher products can more or less see the company's contribution to the degree of intelligence.
For example, Whirlpool's 6th sense function key is used in washing machines, dishwashers and other categories, "The so-called 6th sense of 6th sense is that the system can conduct a comprehensive analysis of dirt, weight, foam, water level, speed, temperature, etc., and obtain the most suitable washing program, which can be started with one key in the process of use." Wang Qi introduced.
Chen Jixin, the relevant person in charge of the dishwasher division of Siemens home appliances, explained to us the self-developed AI intelligent washing of the new dishwasher, "As the latest intelligent washing program, it is a program that understands upgrading and can learn. ”
Including the Martian, which has blazed a trail in the field of integrated dishwashers, has also made achievements in washing intelligence. Zhang Haibo, director of the Martian Product Development Center, said that the Martian first comprehensively upgraded the intelligent washing, adjusted the AI algorithm, and enhanced the computing power, and secondly, realized the upgrade of the remote control scheme, which can effectively feedback the actual use of the user's machine to our middle platform in a timely manner, so that our later service can better and accurately bring better and better services to customers.
At the same time, along with intelligence, products play an important role in the kitchen scene. Its intelligence further strengthens the role of scenario-based.
Fotile has recently proposed the concept of "high-end full-scene kitchen appliances", in which its dishwasher has become one of the best mediums for scene-based applications. With the help of the OTA upgrade of the cloud OS, the intelligent control center of the whole family can "evolve" in real time, realize the interconnection of intelligent kitchen appliances, and open up the whole link of cooking, washing and storage, and realize the integrated intelligence of "full intelligent movement" in cooking and safety.
In this regard, the Martian Zhang Haibo also said that the integrated dishwasher cannot simply be regarded as a dishwasher, because the dishwasher is only a module of it. "As we Martians, the positioning of the integrated dishwasher should actually be the cleaning center of the whole kitchen. "The Martian has integrated the dishwasher category into a larger category of scenarios to develop and deconstruct.
In the future, there is still a lot of room for technological innovation and iteration of dishwashers, such as how to place tableware more reasonably, how to improve the ability to deal with residues, how to strengthen the storage capacity, and the increasing demand of Chinese people for convenience and intelligence......
Obviously, there are still some pain points that need to be overcome in the industry, and the other side of these pain points is the anchor point of enterprise innovation.
Write at the end:
At present, the dishwasher market is expected to continue to maintain explosive growth in 2024, and the product structure and intelligent upgrading and innovation around the "washing, decontamination and drying" technology have become the key words in the industry. Among them, built-in and large-capacity dishwashers will gradually become the mainstream of the market, and the overall structure of the product will further promote the average price upward.
At the same time, through the analysis and interpretation of the TOP dishwasher and the new 2024AWE product, we can see that the dishwasher has shown strong scientific and technological strength in localization improvement and innovation, although consumers will consider more cost-effective products when buying dishwashers, but consumers' pursuit of high-quality life has never changed. The impact of the consumer demand generated by the three years of the epidemic, such as the emphasis on health and green lifestyles, will have a long-term impact on consumption trends. Overall, there is broad room for growth in the future growth of China's dishwasher market.