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According to the observation report of Huacheng's import and export data, "At present, most of the household appliances, especially the big white electric appliances, have entered the market saturation period. The future market will be dominated by the demand for replacement. The consumption of dishwashers per 100 households is only 2, which is still in the initial stage compared with the 70% penetration rate in Europe and the United States and other countries. From the data, the retail scale of domestic dishwashers reached 10 billion yuan last year. In the first half of this year, affected by the repeated epidemic, the continued high price of raw materials, and the downturn in the real estate market The market size of dishwasher still keeps growing upward under the situation that most household appliances have declined to a certain extent. Including the hardbound matching rate, the hardbound matching rate of dishwasher will reach 18.9% in 2021, but this data will increase to 32% in April 2022. " On September 15, Wang Lei, secretary-general of the China Household Appliances Association, said at the 2022 China Dishwasher Industry Summit Forum that dishwashers are one of the few household appliances products in the embryonic stage of the market, and their prospects are very promising, and consumer recognition continues to rise.

The callback of growth rate does not obscure the bright future

In the context of improving the kitchen environment and upgrading consumption, people are more concerned about freeing their hands, and consumers have higher requirements for quality of life and health.

Wang Lei said that, with the changes of the times, the post-90s and Z-era have gradually become the main consumers. They pursue a relaxed life, and the lazy economy is popular, which provides a favorable support for the rapid development of the dishwasher market. "Like the washing machine, once people use the dishwasher, they can't do without it. According to the industry forecast, the final market may reach the same scale as the washing machine. The popularization level of the washing machine exceeds 90%, which means that the dishwasher category has 30 times the demand or 30 times the market scale." Wang Lei said that according to the observation report of Huacheng's import and export data.

At the meeting, Li Yaohui, senior research manager of GfK Zhongyikang Kitchen Small Business Unit, mentioned that in the first half of 2022, the retail volume of the dishwasher market decreased slightly by 1% to 1.12 million units on a year-on-year basis, but the retail volume increased by 7% to 5.6 billion yuan on a year-on-year basis. From the data, in the first half of the year, the proportion of standard embedded dishwashers in all channels further increased to 62%; At the same time, the proportion of more than 12 sets of high-capacity products has increased, and the trend of consumers "buying big rather than small" has been further strengthened. In addition, the adjustment of product structure has brought about an increase in the average price of dishwashers. From January to July, the average price of the industry increased by 8% year on year; The sales of high-end dishwashers above 5000 yuan online and 7000 yuan offline increased significantly. "The decrease in volume and increase in volume also reflect the overall quality upgrading trend of China's current dishwasher market." Li Yaohui said.

Li Mingfeng, the general director of Vantage dishwasher product development, believes that although the dishwasher's growth trend has been reversed due to short-term factors, it will not change the long-term outlook of the industry, thanks to the comprehensive drive of "market education+consumption upgrading+lazy economy+health awareness". With the upgrading of Chinese residents' consumption, especially the numerous localization innovations brought about by the entry of local brands, this product with significant household substitution effect has begun to attract wide attention, and the product adaptability has been greatly improved. The market has formed a scale effect, which has fed back the product innovation. According to consumption research, dishwashers among young people have become their subconscious consideration when decorating the kitchen.

"In addition, consumers' awareness of health sterilization has improved, providing another opportunity for dishwashers to enter the home." Hu Rong, Deputy Chief Marketing Officer and Director of Household Marketing Department of Reckitt Manlun, mentioned that "the epidemic situation has made consumers pay unprecedented attention to the cleaning and disinfection of daily necessities, and the disinfection and sterilization functions of dishwashers and detergents have captured everyone's attention."

Technology accumulates strength to solve consumption pain points

According to Huacheng's import and export data observation report, at the meeting, China Home Appliance Network and GfK Zhongyikang jointly released the 2022 China Dishwasher Market Consumption Trend Report (hereinafter referred to as the Report). The Report pointed out that in recent years, the spatial pattern of Chinese family living rooms is being overturned. The kitchen is replacing the living room as a new field for family emotional communication and social life. This change has promoted the rise of open and semi open kitchen decoration. The open kitchen also puts forward new requirements for the cleanliness, comfort, and even artistry and design of the environment. As an important participant in the kitchen cleaning line, the dishwasher that can be embedded and integrated will undoubtedly become the preferred candidate for the standard appliance of the "Chinese new kitchen".

The Report also mentioned that the main technology upgrading directions of dishwasher products at present include large capacity and embedded; The trend of washing, eliminating, drying and storing; Strong washing and quick washing have become the standard configuration of products.

Li Yaohui explained that from the perspective of product structure, embedded products in China accounted for a large proportion, reaching 60%. Sink dishwashers and integrated dishwashers have become unique localized products.

Aiming at the difficult points in the industry, the enterprise has made technological innovation on the trend of large capacity, powerful washing function, and integration of washing, sterilization, drying and storage, and launched corresponding products to meet the needs of consumers. In terms of the use of the internal space of the dishwasher, various brands have also tried their best. For example, the mainstream brands in the industry have launched the layered washing design in response to the user's demand for "a small amount of washing in daily life and a large amount of washing in holidays".

As the representative of "lazy household appliances" and "healthy household appliances", the dishwasher industry has continued to overcome the pain points of consumption, further promoting its adaptability to Chinese kitchens, and realizing the two-way rush of consumption and supply.

Deepen cognition and open a hundred billion level market

At the meeting, Wang Kangqi, manager of the kitchen and electrical department of the kitchen and bathroom business department of JD Home Appliances, introduced that as an important channel for consumers to purchase dishwashers and a bridge between supply and demand, JD Home Appliances actively promoted the omni channel strategy, opened up online and offline connections, and enabled consumers to purchase products in more ways and under more scenarios.

Dr. Zhang Baoying, secretary of the Disinfection Branch of the Chinese Preventive Medicine Association, shared that lifestyle, genetic factors, environmental factors and medical care all have an impact on human health, but the impact of lifestyle can reach 50% - 55%. As an effective means to achieve quality life, dishwashers can protect the health of tableware and build the first line of defense for family health protection more than hand washing by washing with high temperature water for a long time, supporting disinfectants for disinfection and sterilization, drying for secondary disinfection, and ventilated storage. It is a good thing for the country and the people to promote the popularity of dishwasher consumption in Chinese families.

At the meeting, Liu Ying, deputy editor in chief of China Home Appliances, reviewed the 6-year history of "China Dishwasher Consumption Popularization Activity". "We believe that in the future, popularization activities can further consolidate industrial achievements and expand communication boundaries from three aspects: market volume, product strength and users' product use education." Liu Ying said.

In the communication link, the participants were generally confident in the future of dishwasher, believing that it would open a market of 100 billion level. Chen Chen, senior director of dishwasher business department of BSH Home Appliances (China) Co., Ltd., believes that at present, the penetration rate of domestic dishwashers in China is only between 2% and 3%, which is huge compared with the penetration rate of 70% in developed countries; Wang Yun, Technical Director of Panasonic Dishwasher, pointed out that the industry believes that the final market equivalent of dishwashers should be equal to that of washing machines. Now, with the intergenerational change of Chinese consumers, this ideal is beginning to come true. In addition, Cai Siqi, the technical director of Midea's hardware washing and care platform, mentioned that dishwashers are highly dependent. Once consumers use them, their repurchase rate can reach 90%, so the basic dish of this category is quite stable; Yan Weijie, director of Haier dishwasher online channel, predicted that next year and the year after, consumers' demand for kitchen bureau reform delayed by the epidemic would be concentrated and the industry would also usher in a small growth peak.

According to the Huacheng Import and Export Data Observation Report, at present, Chinese consumers have formed a preliminary understanding of dishwashers, which can also be verified by some data of the hardbound market. In the first half of the year, the dishwasher allocation rate in China's hardbound market has increased to 27%, and more and more real estate projects have also included dishwashers in the front loading list; On the retail side, despite the external factors, consumers delayed the purchase of some non necessities, but everyone's pursuit of a better life is unchanged, only temporarily delaying some demand.

In view of the current market situation and future development expectation of dishwashers, Lv Shenghua, chief editor of China Home Appliance Network, believes that for users, good products are always the core factor to stimulate their consumption desire, and also the most important guarantee to promote the further popularization of dishwashers; As for the industry, although the growth rate of the current market has slowed down compared with that of previous years, it is still in a benign growth stage. A reasonable and moderate growth rate has also reduced its appeal to short-term speculators. The industry needs to settle down. Now it is preparing for better growth in the next stage, Huacheng Import and Export Data Observation reported.