2024 dishwasher market analysis: Popularization + innovation upgrade, maintain a slow climb

2024 dishwasher market analysis: Popularization + innovation upgrade, maintain a slow climb

According to the total data of AVC, the retail sales volume of the dishwasher market in the first half of 2024 was 5.8 billion yuan, an increase of 4.6%. Retail sales totaled 990,000 units, up 3.5% year on year. At the same time, AVC also predicts that the dishwasher market will remain stable in the second half of 2024.

In general, for the single category of dishwashers, the external environment in 2024 did not experience large fluctuations, so the market performance is also very average. However, under the relatively calm market, it does not mean that the brand does not act, on the contrary, companies have to play a subjective initiative, and work together for the growth of the dishwasher market volume.

The market environment is unchanged, and the user concept is still slowly updated

Owei cloud network in the first half of the evaluation of the entire kitchen electricity industry market, has said: reduce expectations, face reality. Indeed, the entire home appliance industry is currently facing two serious challenges: real estate and consumption.

In the first half of 2024, the overall investment in China's real estate market, as the upstream of home appliances, declined, sales continued to be depressed, and corporate funds fell. Data from the National Bureau of Statistics show that in the first half of 2024, the national real estate development investment fell by 10.1% year-on-year, of which residential investment fell by 10.4% and the completed area of houses fell by 21.8% year-on-year. The real estate development prosperity index was 92.11, showing a low economy.

On the other hand, on the consumption side, according to the data released by the National Bureau of Statistics, the per capita disposable income of urban residents in the first quarter of 2024 grew by 5.3% year-on-year, although the growth rate of the whole year of last year rebounded by 0.2 percentage points, but continued to be significantly lower than the average growth level of 7.1% in the past 10 years; At the same time, the data from the National Bureau of Statistics also showed that the consumer confidence index in April 2024 was 88.2, down 1.2 from the previous month, continuing to be significantly below the median level of 100.

In addition to the macro environment, the market environment of the dishwasher category itself has not changed. From the data point of view, all enterprises and professional institutions are still constantly reiterating that China's dishwasher market penetration rate is less than 3%, and the gap between the penetration rate of 69% in the United States is a wide space for growth, and dishwashers are still a blue ocean market with great potential.

Specific to the audience, we use "dishwasher" as a keyword, respectively in wechat, small red book and Baidu search, the related question is still: dishwasher necessary? Does the dishwasher work? What size is reserved for the dishwasher? How to choose a dishwasher In terms of search results, the entire industry is still working tirelessly to explain these issues to consumers, passing on the dishwasher as the carrier of the concept of life.

Therefore, the external factors for dishwashers in 2024 are not much different from last year, and it is foreseeable that there will be no change for a long time, so it is expected that dishwashers will continue to slow.

Take the initiative to upgrade and adapt users from the demand side with technological innovation

However, the dishwasher is placed in the entire kitchen electricity market, whether it is just demand or product demand, its performance is commendable. According to AVC data, the overall retail sales of the just-needed category in the first half of 2024 was 46.8 billion yuan, flat year-on-year; The cumulative retail sales of kitchen appliances in the first half of the year were 11.1 billion yuan, an increase of 3.6%.

It can be seen that the data of dishwashers are better than the market, which is inseparable from the promotion of some strong brands in the dishwasher category. Only in the first half of 2024, big brands such as Boss Electrical Appliances and Casady have held dishwasher festivals to continue to publicize and popularize dishwasher products to consumers from the two aspects of science popularization and profit. In addition, most of the activities have been held for several times, which shows that the brand enterprises continue to be optimistic about the development of the dishwasher market and insist on investment.

At the same time, it is worth noting that, compared with most kitchen products, dishwasher companies are better at stripping off the category concept in publicity, placing patent innovation and technology upgrades in the use scenario, and more intuitively "persuade" users to accept specific products.

For example, in response to users' concerns about washing the dishwasher is not clean and can only wash the dishes, Boss Electric upgraded the washing technology in February 2024 - according to the State Intellectual Property Office announcement, Hangzhou Boss Electric Co., Ltd. applied for a patent for "spiral spray components and dishwashers." According to the patent abstract, the dishwasher spray arm provided in this application can enrich and improve the functions of the dishwasher, which can not only meet the needs of daily cleaning of tableware, but also clean kitchen rags or other cloth products, without requiring the user to wash the rags by hand, and significantly improve the user's experience.

Of course, the boss electric strong targeted patent technology is not an example. In the first half of 2024, Gree published a patent for a dishwasher storage control method to reduce the tedious process of tableware storage operation for users; The utility model patent for dishwasher drainage device applied by Haier can avoid the problem of residual water in the dishwasher sink while saving the drainage time; Huadi to avoid the storage of tableware bent over the design of the lower bowl basket lift control patent and so on.

The highlights of new products in the first half of the year are mainly around the practical functions and consumption-oriented characteristics of "precision control intelligence", "full-dimensional upgrade", "villa capacity", "wash and eliminate one", "slag water strong discharge", "intelligent release" and so on. For example, in the first half of the year, Fangtai launched a VP10 capacity of 17 sets, the interior is divided into upper, middle and lower three layers, equipped with four rotation deep clean three-dimensional spray, 100℃ steam sterilization, and smoke stove function to achieve linkage, the first half of the online retail sales accounted for 1.17%; Siemens launched the smart clean Rubik's Cube, as a gift for the 60th anniversary of Siemens dishwashing, the cube has 16 sets of large capacity, can achieve micron steam washing, intelligent dehumidification drying and 96 hours of long-term antibacterial storage, the first half of online retail sales accounted for 2.87%.

At the same time, these innovations have led to growth.

Aowei Cloud network (AVC) monitoring data show that the number of new products in the dishwasher online market in 2024 is 91, the number of new products offline is 123, only from the number of new products, the number of new products in the first half of this year has decreased compared with the same period last year, but the online retail sales of new products is 450 million yuan, the proportion of new products sales increased by 1.2%; Offline retail sales of new products were 80 million yuan, and the proportion of new product sales increased by 4.2%. On the contrary, this growth indicates that in 2024, the recognition of new products and new technologies is high, and the efficiency of innovation and product iteration and update is further improved.

Based on the positive and diversified innovation trend of dishwashers in the first half of the year, AVC called 2024 a "big year" for dishwasher-related technological breakthroughs. And there is no doubt that technological innovation will further accelerate the localization of dishwasher products, so as to ensure that dishwashers continue to grow at a pace ahead of the market.

Structural upgrade dividend, or will further boost the dishwasher market

In addition to technological innovations, the dishwasher market is also benefiting from the positive impact of structural upgrades.

First, the traditional three-piece structure of the engineering channel is undergoing a transformation, in which the dishwasher is gradually replacing the disinfection cabinet as one of the new three-piece members. According to AVC data, the current dishwasher installation rate in well-decorated homes has exceeded 50%. In particular, it is worth mentioning that Fangtai's market share increased significantly during the period from January to May 2024, and the current share has reached 41.1%.

From the point of view of price structure, the technological upgrading of dishwasher products has driven the price segment of the market staple. Ovi Cloud Network (AVC) monitoring data show that relying on product upgrade iterations, the price end of the online market staple sales in the first half of 2024 is 5000-6000 yuan, an increase of 8% year-on-year; The proportion of dishwasher sales above 10,000 yuan increased by 6%, accounting for 30%.

In terms of the number structure, the first half of 2024 also showed significant changes. The sales of 16 sets of products in the online market accounted for 20%, becoming the first retail sales in the online market; The offline market is 17 sets of capacity products accounted for 34%, ranking first in the offline market retail sales. At the same time, these two sets of products have significantly squeezed the market share of products with fewer sets. In addition, large capacity dishwashers with more than 17 sets online and 18 sets offline also began to emerge in the first half of the year, accounting for 3% and 5%, respectively.

Although the current penetration rate of dishwashers is still at a low level, as a necessary kitchen appliance for quality life, the dishwasher category has clearly benefited from the dividend of structural upgrades. For example, we can also see that dishwashers have appeared in the "trade-in subsidy list" of many provinces. It is believed that with the increase of popularity, this dividend will further promote the development of the dishwasher industry together with market demand.

In addition, AVC monitoring data show that in the first half of 2024, the top three brands in the dishwasher online market accounted for 55.7%, a year-on-year decrease of 1.4%, and the market share of Haier, Fang Tai, Panasonic, Xiaomi, Huaying and other brands has increased. The top three brands in the offline market accounted for 73.9, a year-on-year decrease of 3.9%, including Boss, Midea, Casady, Haier, Bosch and A.O. Smith, Wati and other brands have increased their market share.

In other words, in addition to the dishwasher market still maintains vitality, for every dishwasher company, the market brand pattern is still full of variables, and the dishwasher market is still full of opportunities. Under such signals, superimposed technological innovation and structural upgrades, the dishwasher market slowly climbs under the surface, competition or will be more intense.