Usually, the time for the user to wash the dishes and clean the kitchen is about 30-60 minutes, 90% of which will be used for washing the dishes. Not only is the time was wasted, but the cleaning effect is not satisfactory. After washing, water stains remain, and bacteria and food residues on the dishwashing rag can cause secondary pollution. Even if the rag is air-dried, it still cannot stop the ash and bacteria growth. The inconvenience and unhealthyness of the dishwasher have made the dishwasher industry develop at a high speed.
For consumers, the dishwasher is not as difficult to understand as other smart home appliances. From the name, the dishwasher is a home appliance that can wash dishes. The dishwasher can clean, sterilize and dry the dishes in a closed space. In 1929, the German company Miele produced the first electric household dishwasher in Europe. In the following decades, many European and American companies introduced dishwasher products and popularized them in the European and American markets. According to the data of Aowei.com, the domestic dishwasher has a capacity of 0.525 per 100 users in 2017. Although the data is not too high, compared with 0.285 in 2016, nearly double the growth is enough to see domestic users washing dishes. The machine is gradually recognized.
Dishwashers have been “slowly†developed in China for more than 20 years. Because of the high price of dishwashers, small kitchen area, inconvenient installation, etc., the penetration rate has not been high. In addition, dishwashers imported from China cannot respond well. Chinese dishes are typically heavy oily and relatively complex tableware, so many dishwashers are “unacceptableâ€. However, in response to these pain points, major manufacturers have also made improvements to introduce dishwasher products that are more suitable for Chinese people. From the e-commerce sales data in recent years, the dishwasher has achieved rapid development. In this regard, we conducted a survey of real users and learned about the real user's perceptions and consumption status of the dishwasher products and industry. As a data analysis, we hope to help users and manufacturers explore the future development of the dishwasher market.
In the survey on dishwashers issued by Zhongguancun, a total of 1,153 people participated, of which 37% were households with dishwashers and 63% were users without dishwashers. It can be seen that the dishwasher is gradually being recognized by users, but due to the cultivation of traditional dishwashing habits of domestic users, hand washing still occupies the mainstream position.
There are statistics on the dishwasher in the home.
In the age statistics of dishwasher users, 25-35 years old, 35-45 years old up to 46%, 25% under 25 years old, only 8% over 45 years old. This is consistent with the social development of the middle class as the main force of consumption. The middle class pursues a sense of participation in product formation and consumption, and is willing to share. Compared with the essential consumption of the mass market, the purpose of their consumption is to please themselves. Instead of showing off to others. Most of the middle class is willing to cook and recognize the convenience that technology advances bring to life, which also promotes the development of the dishwasher market.
Age distribution with dishwasher users
As for the reason for buying a dishwasher, it is not surprising that the dishwashing is 46%. The original reason for the popularity of smart appliances is because of the user's laziness. The number of people who want to understand the function of the dishwasher accounted for 42%, and the pursuit of quality life followed by 12%. The rapid development trend is becoming more and more obvious. More and more people are willing to understand new products. This is the performance of the middle class in order to "please themselves."
Reason for the purchase of dishwashers
In the statistics of the frequency of using dishwashers in the home, the occupancy rate is 68% one to two times a month, 16% every day, 6% per week, and 10% basically not used. It can be seen that domestic users have not yet formed a real dependence on the dishwasher. Of course, this is also related to the busy work of modern people and the low frequency of dining at home. As for the basic users, they can be divided into two categories, one is not cooking at home, the other is to buy a dishwasher only for decorating the kitchen, but no matter which category, I believe that after using the dishwasher, Will fall in love with the convenience of the machine to liberate your hands.
Frequency of using a dishwasher in the home
For the most satisfactory survey of dishwashers, 44% believed that saving time and eliminating the need for hand washing; 34% believed that water and electricity were saved than hand washing; 22% thought it was cleaner than hand washing. This is consistent with the survey data for the reason for purchasing the dishwasher. It can be seen that the user who has already purchased the dishwasher has fully realized the convenience brought by the function of the dishwasher.
The most satisfactory place to investigate the dishwasher
Whether the bowl can be washed clean is the main concern of consumers for the dishwasher, and the effect of the dishwasher detergent directly affects the final performance of the dishwasher. 56% of users surveyed using dishwasher professional detergents indicated that more and more people understand the dishwasher and work hard on how to wash the dishes healthier and more efficient.
Whether to use dishwasher professional detergent
In the survey of professional detergent brands, 95% only know the Finish brand, which is enough to demonstrate Finish's leading position in the professional detergent brand. In the 1950s, with the advent of the first dishwasher, Finish was born in Germany. As a world-class, more professional, and more complete range of automatic dishwasher-specific detergent products, Finish maintains an absolute leading position in the global market and is one of the important products that the Lijie Group sells in China.
In addition to Finish, which drawer professional detergent brands do you know?
Data were also collected among 63% of users without dishwashers. Among them, parents/elders had the highest frequency of dishwashing, reaching 57%. Among them, the number of dishes washed by mothers was the highest. In family life, mothers often It is associated with the word “workâ€, especially the work of washing dishes is tedious and cumbersome, and if you buy a dishwasher, the time you should use for dishwashing can be used to relax yourself and accompany your family. .
Who has the highest frequency of dishwashing in the home?
Among the people without dishwashers at home, 93% of the population consider buying dishwashers, which is a potential stock of the dishwasher industry, although the dishwashers are now exclusive products for high-net-worth families, but the future This part of the development is likely to become the favorite of the dishwasher. According to data from Aowei.com, the market size of dishwashers will reach 10.5 billion in 2018, and the retail volume will reach 2.08 million units. The use of dishwashers in Chinese households will show a spurt of growth.
Whether to consider buying a dishwasher in the future
There are also reasons for purchasing dishwashers in this group. Among them, 43% of the dishwashers are known to be bought. This is also a major obstacle to the development of dishwashers. Users don't know much about products and their penetration rate is low. The suspicion of unfamiliar products is also a barrier to the development of the smart home appliance industry. The renovation of new homes and the purchase of home appliances before marriage accounted for 24% and 20% respectively. Most of these are middle-class people who buy dishwashers in pursuit of quality life. Friends grow grass to occupy 13%, although the data is very low, but this is the fastest way to accelerate the development of the dishwasher industry, I hope that major manufacturers pay attention to the word-of-mouth communication of products.
What kind of reason will I buy a dishwasher?
Fees, electricity, expensive, installation troubles... These inherent views on the dishwasher are even misunderstood, restricting users from purchasing dishwashers. The survey shows that it is suspected that the cleaning ability is 39%, and the expensive price is 26%. I am afraid that 17% of water and electricity charges, 11% of troublesome installations, and 7% of hand-washing habits are the reasons for restricting the development of dishwashers. I hope that the popularity of related products will increase and solve users' concerns. .
The biggest worry about buying a dishwasher
According to the survey, there are not many users who use the dishwasher and want to buy a dishwasher, but consumers have some concerns about the dishwasher, such as cleaning ability, power consumption and water consumption, which restrict the dishwasher. The development of the industry, as far as the current situation is concerned, the popularization of dishwasher products is the key to its development. The use of crowd portraits shows that the middle class has become the main force of consumption. They have a healthy, environmentally friendly, green attitude towards life, pursue a sustainable quality life, and are interested in various future technologies, so they develop new technologies and solve users. Pain points can be better developed.
According to the data of Aowei.com, the sales volume of dishwashers was 42,000 units from January to April 2018. The sales volume of dishwashers from January to April 2017 was 37,900 units, an increase of 4,100 units over the same period of 2017. Many users have realized the necessity of the existence of dishwasher products and more recognized the practicality of the products. Sales also increased from 223 million in 2017 to 250 million in 2018.
Total sales from January to April 2018 from January to April 2017
January-April 2018, sales from January to April of 2017
According to the data of Aowei.com, the online sales of dishwashers from January to April 2018 was 48,600 units. The sales volume of dishwashers from January to April 2017 was 42,000 units. The sales volume was 260 million in 2017 and 2018. 285 million a year. Rapid growth indicates that consumers are increasingly recognizing dishwashers and accelerating the development of the dishwasher industry.
Total online sales from January to April 2018, January to April 2017
Online sales from January to April 2018, January to April 2017
From the year-on-year growth data of the dishwasher offline line from January to April 2018, more and more users began to purchase dishwasher products, and the industry is developing rapidly. The 8.08% growth data is much higher than the online 2.21%. This shows that more and more people are starting to experience products offline, paying more attention to experience and use effects, rather than placing orders on the Internet for quality life. Consumption is more rational.
Year-on-year growth in sales of dishwashers offline from January to April 2018
As an emerging category in the kitchen, the dishwasher segment has achieved rapid growth, especially with the highest proportion of embedded and desktop. People have higher and higher requirements for the space and appearance of kitchen appliances. The overall kitchen decoration is gradually favored. The expansion of embedded kitchen appliances is becoming more and more prominent. This is also the reason why the sales volume of embedded dishwashers is high. .
Desktop dishwasher products also have a large market share, and the appearance has subverted the Taiwanese embedded dual-use dishwasher popular in Europe and the United States. The compact size of the desktop dishwasher and the flexibility of its display have won the favor of many consumers. The bench-top dishwasher is suitable for families with kitchens that have been renovated and small-sized, and at a relatively low price, which lowers the threshold for consumption and is more acceptable to consumers. At present, the desktop dishwasher as a breakthrough in the market, is an ideal choice for the late entrants to hit the market.
% of sales of dishwashers offline from January to April 2018
Desktop Dishwasher: Small size, small footprint, and no-installation design, no need to install water pipes, no need to punch holes, move away, let go, use flexible scene. Built-in dishwasher: The built-in dishwasher achieves maximum space utilization, integrates the kitchen as a whole, looks more fashionable and beautiful, and meets the individual needs of consumers for technology and lifestyle. It is this advantage that has led to a positive growth in its offline sales.
Annual sales of different categories of dishwashers increased from January to April 2018
For online sales data, the sink type and drawer type dishwashers have been growing positively, and the sink type and drawer type products have reached the domestic market, changing the internal pattern of the dishwasher market. The sink type dishwasher has occupied a part of the market because of the saving of kitchen space, washing dishes and cleaning fruits and vegetables, and is more and more recognized by consumers. Drawer-style dishwashing does not require frequent bending. The entire operation process is like opening a small drawer, which satisfies the lazy life needs, which is why the online data is growing.
Online sales of different categories of dishwashers increased from January to April 2018
Summary: Consumer upgrades, the trend of the dishwasher, has grown rapidly
The user still has some misunderstandings about the dishwasher. He thinks that the dishwasher needs water and electricity, and the washing is not clean. In fact, the dishwasher not only saves time, but also cleans it more cleanly, disinfects more thoroughly, and saves water resources. It is more beneficial to health. Therefore, it is especially important to let more Chinese consumers understand the knowledge related to dishwashers. At the same time, the era of middle-class consumption will also promote the development of high-end quality products, so that the dishwasher industry will grow rapidly.
Dishwashers have entered the Chinese market for nearly 20 years. In recent years, dishwasher manufacturers have increased their product marketing efforts to cultivate consumers' habits of using dishwashers through various channels. Dishwashers are imported from the country. Many of the early products did not meet the Chinese family's environment. In this regard, the Chinese dishwasher industry has improved the design of dishwashers in recent years. It can meet the needs of Chinese consumers, solve the pain points of users, and accelerate the development of the industry.
With the continuous improvement of people's living standards and labor automation, the automation of kitchen tableware and utensil washing will be valued by consumers, and the market penetration rate of household dishwashers will be further improved.
Original Electronics Technology (Suzhou) Co., Ltd. , https://www.original-te.com