Dishwasher Small Changes 2020

In the home appliance market in 2020, there are not many categories that can achieve growth, and dishwashers are one of the outstanding ones.
According to the data of Aowei Cloud, the overall sales volume of dishwashers in 2020 will reach 8.70 billion yuan, a year-on-year increase of 25.3%, and the overall sales volume will reach 1.919 million units, a year-on-year increase of 31.0%. From the perspective of Nail Technology, the natural "healthy home appliance" attribute and the relatively steady increase in the penetration rate of the entire kitchen appliance market are the keys to its good performance.
Another reason that may be equally important is that the overall average price of products has been lowered. According to the rough calculation of the changed data, the average product price in 2020 is about 4533.6 yuan, while in 2019, the average product price is about 4737.2 yuan.
In terms of different channels, in terms of sales volume, online sales were 1.14 million units, a year-on-year increase of 49.8%, accounting for nearly 60%, offline sales were 779,000 units, a year-on-year increase of 10.6%; online sales were 3.95 billion yuan, a year-on-year increase of 42.2%. Offline sales were 4.76 billion yuan, a year-on-year increase of 14.1%.
In the part of sales, offline still dominates, the average price is higher and has increased, mainly mid-to-high-end products, and the high-end process continues, so the high online growth may largely depend on the price increase. the benefit. In addition, the staged blockade of offline channels should also be an important factor causing the above performance.
In addition to the increase in scale and the deflection of the channel's center of gravity, the product structure has also undergone some changes, mainly due to the continued development of embedded products.
In terms of channels, in the online market, stand-alone dual-use products and full-size embedded products are active. They not only account for a high proportion of all categories, but also have relatively considerable growth. Taking 13 representative products as an example, the price Profits, combined with its own practicality in terms of capacity and design, should be the key to continuing to win the market.
In the offline market, the market share of full-size embedded products has exceeded 60%. Unlike the online market, the overall average price of offline full-size embedded products is still rising.
There are also changes in the market, mainly because foreign brands still dominate, Siemens has maintained a leading position for a long time, and its growth has been stable. From the perspective of pricing, its average price is in the mid-end range, which is well accepted by both online and offline channels. bit, the strategy is clear. Of course, the performance of domestic top brands is also continuing to improve, and the follow-up development is worth looking forward to.
On the whole, although the dishwasher market has experienced slight fluctuations, it is expected to maintain stable growth for a considerable period of time in the future, combined with the "leapfrog" improvement of consumers' health concept and the overall good trend of the kitchen appliance sector.
But at the same time, it should be noted that the specific market performance will still depend on how each brand acts. Ding Technology has browsed and counted the comments of users on the e-commerce platform for dishwasher products and found that some products still have obvious deficiencies. There are three points: first, the drying capacity needs to be improved; second, the washing capacity needs to be optimized; third, the product has problems such as water leakage and steam leakage, and the quality needs to be improved. And all of these are problems in the basic experience dimension, which are likely to affect the reputation of the entire category.