When the "bowl" is ready for the dishwasher market

Director of Government Affairs and Market Strategy Development, Li Jie Shi Jiahua (China) Co., Ltd.

“The dishwasher market has matured and it is time for the various companies to make efforts!” In March and April, after investigations in Beijing and Shanghai, Director of Government Affairs and Market Strategy Development of Regent Jahwa (China) Co., Ltd. Tan If you say anything, your voice will be loud and confident.

Tan Ji not only refers to the dishwasher industry in China, but also includes all the dishwasher manufacturers. The key event is the Chinese dishwasher industry's peak industry seminar organized by Regent. The participation of the China Environmental Protection Federation and the National Housing Project is a key part of this conference. Center, China CDC, China Household Electrical Appliances Association, China Household Electrical Appliances Research Institute and other competent authorities. Thanks to their participation, all the supporting conditions that the dishwasher market has come to expect from policy to standards, from technology to market, and from data to marketing, are all ready and started.

"Five years ago, I had expectations of the Chinese market. Now that the conditions of the dishwasher market are all mature, Li Jie has also invested a lot in promoting the dishwasher market in the early days." : “We will do two major events in 2012, and even if it is affected by the overall decline in the white power industry, I expect that the sales volume of the dishwasher domestic market can also be maintained at 7.5-80,000 units in 2012, and the energy-saving projects will benefit the people. After the introduction, this market may usher in rapid growth, and better expectations are to reach 10-12 million units."

Dishwashing this housework...

The idea of ​​how dishwashing is more in line with healthy living actually makes many people use their brains. There are quite a few methods, from washing dishes, boiling water to ozone and ultraviolet rays, but not many. According to the survey, the highest total number of monolithic bacteria in dishwashing cloth is about 500 billion, and these dishwashing cloths also contain 19 kinds of conditional diseases including Escherichia coli, Staphylococcus aureus, Candida albicans, and Salmonella. bacteria.

“Without dishwashing cloth, what is it? Using hot water, hot water and washing is not clean; disposable paper towels are not environmentally friendly, waste is serious; in fact, the UV ozone disinfection advertised in the market can not really be disinfected, and it is not really sanitized by the Ministry of Health. Recognition only plays a role in cleaning; the most effective ones are infrared and dry heat, but there are also problems such as long disinfection time, scaling, power consumption, and hidden safety issues.” Deputy Director of the China Center for Disease Control and Prevention, Center for Disinfection Monitoring, China Secretary-General Zhang Liubo introduced: “The dishwasher that has been widely recognized in Europe is.”

Lu Jianguo, director of the Institute of Clean Technology at the China Household Electrical Appliances Research Institute, believes that dishwashers must replace sterilizers. The disinfection cabinet has a single function and can only be disinfected without saving labor. In fact, the dishwasher is not inferior to the disinfection cabinet in terms of sterilization capacity. It can also replace human cleaning and reduce the chance of consumers being exposed to pollution sources. Therefore, long-term development of disinfection cabinets is bound to become a transitional product.

At the same time, dishwashers are much easier to clean than sterilizers. Because the bowls and chopsticks are stained with water when they are sterilized, scaling will occur in the long run, and the dishwasher has a drying function to avoid this problem.

Lu Jianguo also said: “The dishwasher has become a big trend in foreign countries instead of dishwashing cloth. It will also replace the disinfection cabinet that can only be disinfected in the future. Because the dishwasher can wash dishes, it can also be dried and sterilized. Completely solves the problem of tableware cleaning.”

Make up for the shortcomings of the dishwasher market

All insiders who understand the Chinese dishwasher market know that dishwashers in China are not new. In 1992, Chinese consumers had the first dishwasher; the total sales of dishwashers had already reached 300,000 units. However, this market has not yet been recognized, at least in the market incubation period, and even the disinfection cabinets that should have been replaced by dishwashers have higher visibility than dishwashers.

Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, said: “In fact, dishwashers entered China very early, but dishwashers are still the only Chinese households that have not been recognized by consumers. Chinese consumers have a lot of deep-rooted misunderstandings in traditional education. It is thought that washing dishes is a part of life and they do not know how to be liberated. The washing of one side of the husband and wife of a husband and wife has gradually become the norm of the ordinary family. Some consumers think that the machine washing costs are too expensive, the investment is too high, and the installation is inconvenient. In fact, these are all wrong understandings."

Xie Yuhong, deputy secretary-general of the China Environmental Protection Federation, said: "As part of the green kitchen appliances, dishwashers can not only ensure family health, but also be more energy-efficient and environmentally friendly." Research data from the US Environmental Protection Agency shows that ordinary people use dishwashers not only It can save 5,000 gallons of water, and it can save people 230 hours of labor time.

In order to make up for the shortcomings of the dishwasher market, and guided by policies and standards, Dr. Zhong Jishou, director of the National Center for Housing and Residential Environmental Engineering Technology Research, said: “Dishwashers are not only household appliances but are also closely related to residential standards. 1999 The residential code of the year stipulates that space, lines, power supply, and water supply should be reserved for water heaters and air conditioners. This simple strategy has greatly promoted the development of air conditioners and water heaters, and various dimensions in kitchen buildings will affect the washing. Dishwasher product design specifications, so my main purpose today is to promote the coordination of the two industries, and in the future we should use cabinets and kitchen appliances as general equipment and formulate unified and effective specifications.”

Lu Jianguo said: “In 2011, the European standard for dishwashers will be implemented. In 2013, China will also formally implement the Chinese dishwasher standard, and fully integrate with European standards, not only considering standby power consumption, antibacterial, sterilization, noise and other indicators. It also adds explicit deviations - its greatest role is to regulate the company and thus standardize the industry."

“This is the charm of the standard. Standards lead the design concept, involve the lead in preserving equipment interfaces, regulate the industry development with uniform parameters, and experience and popularize lifestyles. This will become the development path of the future dishwasher market,” said Zhong Jishou.

The Great Wall of China's dishwasher market will start today

Tan Zhen said: "The next five years will be five years of cooperation, not the five years of competition - I mean the dishwasher manufacturers." According to statistics, in 2009, the sales of domestic dishwashers were less than 20,000. In 2010, it had grown to 50,000 units; in 2009, it entered the domestic dishwasher brands but only four or five, and in 2011 it has reached nine, and Haier, Galanz, Panasonic, etc. have been optimistic about the Chinese market.

“After the strategic cooperation between Siemens and Siemens in 2011, Panasonic began its in-depth cooperation with the company in 2012.” At the 2012 Shanghai Kitchen and Electric Exhibition, Regent and Panasonic launched strategic cooperation to jointly develop dishwashers in China. market.

“Professional Detergent Brands, a subsidiary of Regent’s professional detergents, are the world’s largest sales and share of detergents for dishwashers. Siemens and Panasonic are the first brands of dishwashers in Germany and Japan, respectively. After joining forces, there will be more and more, and the benefits will be obvious. That is, the dishwasher market will get the fastest growth.” Tan Wei said.

To promote the dishwasher market, Regent has a lot of successful experience. “Ricoh does not directly produce dishwashers, but the growth of dishwashers will inevitably drive the growth of the detergent market. Therefore, when Reicher & Schwartz was willing to invest in the previous period, the amount was huge, but this reflects the long-term future of Regent. Vision and courage."

In 2012, Tan Zhen had two major events to do. One is to promote a regular program "Mrs. Spicy" on CCTV, and the other is to promote the popularity of the dishwasher market by using online marketing methods on Valentine's Day, June 1 and Mid-Autumn Festival.

“The biggest difference between Europe and China is not only the need for policy guidance, but also the need to cultivate the market. Only “Mrs. Spicy” has invested huge amounts of money in Reich’s time.” “That's what we are confident about,” he said. It was desperate, but because Rebecca had already recognized that only a concerted effort can really promote this market. With the addition of manufacturers, the threshold of the dishwasher market will also be higher and higher."

In addition, Li Jie also spent time in Beijing and Shanghai to conduct in-depth market research. The research report shows that in 2011, 86% of consumers knew that dishwashers had a purchase interest of 78%; in 2009, the research report showed that there were less than 3% of the consumers who had genuine purchase intentions.

Tan Yu cited an example: When consumers are more inclined to buy a sterilizer, even if they just tell consumers to choose “disinfect the dishwashing machine”, the sales of local dishwashers have increased by 300-400%.

“There are a lot of consumers who believe in handwashing but are also willing to buy a dishwasher. The number of people who want to buy it also increases to 11%. This proves that the dishwasher market is approaching its outbreak and further proves that Chinese consumers can easily transform their ideas. Become a target consumer."

"The policy is about to start, experts strongly support, companies actively cooperate, and the consumer market is maturing. Everything is ready and the Great Wall of China's dishwasher market must start today!" Tan said.