I. 2016, the dishwasher market broke out in the first year
The dishwasher market has been developing well in recent years and has continued to make breakthroughs. According to the total data released by Yikang, the retail sales of the dishwasher market in 2016 reached 1.98 billion yuan, an increase of 104.8% year-on-year, of which retail sales in the online market were 680 million yuan, up 168.4% year-on-year. The retail market for e-commerce accounts for 34.3% of the overall market. From the perspective of development in recent years, the retail sales of the dishwasher market in 2013 was 54.9% year-on-year, and there was a big leap from 2015. The year-on-year growth rate reached 104.8% in 2016, compared to 2015. The growth rate increased by 30.3 percentage points and the market showed great business opportunities.
Second, the product has emerged a disruptive change
(I) Emerging status of embedded products to enhance segmentation
People are increasingly demanding the space and appearance of kitchen appliances, and the overall kitchen decoration is gradually favored. It shows the constant expansion of embedded kitchen appliances and the prominent status of mainstream appliances. According to the China Yikang monitoring data, the share of retail sales of embedded dishwashers in the offline market reached 83.4% in 2016, an increase of 11.8% from 2015, and the online market was also increased from 39.2% to 51.0%. In 2017, the mainstream status of embedded dishwashers will be further consolidated. According to estimates, the share of retail sales of embedded dishwashers will account for 73.4% of the total dishwasher market, which is an increase of approximately 3.2 percentage points from 2016. In addition, sink-type and drawer-type products landed in the domestic market, changing the internal structure of the embedded dishwasher market. In 2016, the proportion of sink-type dishwashers significantly increased, and the retail market share in the offline market reached 40%, an increase of nearly 20 percentage points.
(B) The desktop dishwasher will frequently become the market touchstone
In the situation of embedded expansion, desktop products account for a slight increase in online market share in 2016. In 2016, Haier and Jiuyang launched new products in succession. In March 2017, Midea also launched a heavy-duty desktop-free dishwasher. The appearance subverted the desktop-embedded dual-use dishwashers popular in Europe and the United States, enabling desktop dishwashers. The advantages of being compact and flexible are even more prominent. The transparent window enhances the sense of control of the use process, independent drying and disinfection, and intelligent storage functions, and is more conducive to solving the hidden dangers of the Chinese deep storage. Desktop dishwashers are suitable for homes that have been renovated and small-sized homes, while being relatively inexpensive and easy for consumers to accept. In addition, in the new promotion of desktop dishwashers, crowdfunding, fan festivals, and joint pre-sales will continue to attract more young consumers. At present, the desktop dishwasher as a breakthrough in the market has become an ideal choice for future entrants to hit the market.
Third, the market price goes higher Different channels have different price differences
Over the past decade, the average price of dishwashers has increased significantly. From a channel perspective, the average price of the dishwasher online market in 2016 was 3,714 yuan, and the offline market was 5,744 yuan, with a spread exceeding 2,000 yuan. From a product perspective, the spread between desktop and embedded products is more than 3,000 yuan online. Affected by changes in product structure, although the average price of all types of products has declined slightly, due to the substantial expansion of embedded products, the overall market average prices have continued to increase. We expect that the rising trend of the average market price will remain for some time.
Fourth, the rise of domestic brands to change the market
The dishwasher market has been dominated by foreign brands and domestic brands have been weak. In recent years, the growth of the dishwasher market has become increasingly fierce, and more and more brands have begun to participate. The monitoring data show that in 2016, the dishwasher market was selling 38 brands and 11 new brands, and the competitive environment was good. In the offline market, the retail sales of domestic brands increased from 23% in 2015 to 43% in 2016, and the online market also increased from 30% in 2015 to 41%.
Fifth, consumer purchase trends: embedded, small capacity
Chinese consumers pay more attention to brands when purchasing products. In terms of dishwashers, Siemens not only holds a leading position among foreign brands, but is also the brand most favored and trusted by consumers in the entire dishwasher market. In addition, with the rapid rise of the domestic dishwasher brand, such as Fang Tai, Midea and Haier launched new products in succession, it is gradually accepted and loved by consumers. From the perspective of product type, consumers are keen to choose embedded dishwashers. From the perspective of capacity, 6, 8 and 13 sets accounted for relatively large types, while 13 sets of products accounted for a decreasing trend, indicating that consumers tend to choose biased products. Small capacity dishwasher. Therefore, built-in dishwashers and small-capacity dishwashers are two directions that consumers currently purchase.
Six, product experience needs to be strengthened
According to the results of the survey conducted by Yikang E-commerce users, users who have used the dishwasher are still satisfied with the product. The most unsatisfactory factor for the product was the washing effect, which accounted for 23.4% of the topics of unsatisfactory content. The product experience has a direct impact on consumers' impressions of the product. Especially for emerging household appliances such as dishwashers, the previous consumer education and product usage habits are more important. Recently, companies have also begun to seek multiple ways to provide consumers with an opportunity to learn more about their products. Dishwasher lab tours and joint lifestyle platforms have been launched for product evaluation.
VII. There are many promising market forces
From the market point of view, we have seen the thinking of companies, and there are constantly appearing products in the market to meet consumer needs: set dishes and fruit and vegetable purification functions in one; configure turbidity sensors to adapt to the characteristics of heavy oil in Chinese restaurants; ergonomic door panels Opening and closing design, easy to operate; configure the function of independent disinfection, drying or storage to ensure the health and health of the use of tableware. In the future, the ease of operation and the diversification of functions will be the main directions for the development of dishwasher products.
The Chinese dishwasher market needs to increase its investment in innovative R&D, strengthen consumer education, improve product-related services, optimize industry standards, and encourage the support of national policies. According to estimates from Yikang, the retail sales of the dishwasher market in 2017 will reach 3.63 billion, achieving an increase of approximately 83.7%, which will continue to be the vanguard of the growth in the kitchen power market with a bright future.
Vane Air Winch,Air Operated Winch,Vane Pneumatic Winch,Pneumatic Tugger Winch
RUDONG HONGXIN MACHINERY CO.,LTD , https://www.rdhxmfr.com