On January 9, iResearch released the "2023 China Dishwasher Market Insight Report" (hereinafter referred to as the report). According to the report, driven by quality demand, the size of China's dishwasher market will reach 12 billion yuan in 2023 and is expected to maintain a steady growth of 10%.
In addition, the report believes that dishwashers have huge growth potential in the country, and the reasons are, on the one hand, dishwashing is a burden for most families; On the other hand, the penetration rate of ovens with the same quality kitchen appliances is 308%, the penetration rate of domestic dishwashers is only 4%, while the penetration rate of dishwashers in Europe and the United States and other countries is more than 50%, and the penetration rate of Japan is more than 30%.
At the same time, the report also reveals the current competitive landscape of the dishwasher industry, although dishwashers are imported products, and international brands have a first-mover advantage in the domestic market, but domestic brands have shown a trend of surpassing international brands, especially Fotile. In the "5000-9000 yuan price range", which occupies 60% of the market share, with the precise control of the pain points of the Chinese kitchen and the deep cultivation of technological innovation, the Fotile dishwasher is 26The 3% share has become the No. 1 omni-channel sales volume in the mainstream price segment1.
To be honest, as an industry observer, the sales ranking of Fotile dishwashers did not make me too excited and surprised; On the contrary, it is more of a relief. Because, what is shown behind it is not only the promotion, leading and subversion of an industry by an enterprise, but also an advanced route for domestic brands to comprehensively surpass foreign brands.
A breakthrough from "0 to 1": the original invention of the sink dishwasher and the introduction of disruptive cleaning technology
The 2023 China Dishwasher Market Insight Report summarizes and estimates the market size and year-on-year growth rate of China's dishwasher industry from 2012 to 2025, and there is an important node - 2015. Before 2015, dishwashers had almost no presence in the domestic market, with a market capacity of only about 1 billion yuan; After 2015, dishwashers ushered in a period of popularity and rapid development in the domestic market, from 1 billion to 10 billion, in only 6 years.
iResearch believes that the driving force comes from Fotile.
In 2015, Fotile invented a new species suitable for Chinese kitchen spaces - sink dishwashers. Since then, it has not only promoted the heating of dishwashers in the domestic market, but also led to the development of domestic dishwasher technology. iResearch also characterized "2015" as the first year of the development of China's dishwasher market and the first year of domestic dishwasher technology development in the report.
In terms of the long term, dishwashers have entered the Chinese market for more than 30 years, and the products have gone through several iterations, so why can't they open the door to Chinese consumers?
On the one hand, Chinese kitchens are generally small in size, with low countertops, and no room for Western-style dishwashers to be installed; On the other hand, the Chinese heavy oil and heavy pollution eating habits and the diversification of bowls and utensils are due to the fact that Western-style dishwashers with Western technology and standards are facing many "water and soil adaptations" in Chinese families, which also leads to consumers' misunderstandings that dishwashers are not clean, water and electricity are consumed.
As Fotile Star Experience Officer Hui Yinghong said, the dishes are not clean, I am worried that my favorite tableware will be washed, and the dishes will breed bacteria and smell in a closed space. This is not only a pain point in the use of dishwashers, but also a stumbling block that hinders the further popularization and development of dishwashers.
This also made Fotile engineers realize that they needed to solve the problem at the root. Just like the reason why Huawei's mobile phone mate60 series has reappeared in the rush to buy, its essence is the emotion and value recognition brought by the breakthrough of chip technology.
The same is true for dishwashers, which have been used for more than 170 years in the past, as the dishwasher industry has been using "pure water washing" technology, which originated in Europe and the United States. As a result, it is difficult to effectively deal with heavy oil stains in Chinese cooking and cleaning deep Chinese bowls.
It is precisely for this reason that in 2021, Fotile launched the original invention of dishwashing technology "high-energy bubble washing".
In the report, iResearch commented that it "cleans all kinds of stubborn stains with stronger water pressure without damaging the tableware".
Today, the high-energy bubble wash has been upgraded to 30。Compared to the previous generation of technology,High Energy Bubble Wash 30 Through the use of bionics one peel, two flush and three wash cleaning ** rule and planetary spray arm, the performance has been fully upgraded again, and the cleaning index is as high as 124. At the same time, it can also take care of the dishes.
In the Longquan Celadon Museum, Fotile displayed a high-energy bubble wash 30 technology, the ultimate professionalism of the maintenance of high-end utensils such as exquisite celadon. It is also thanks to the high-energy bubble wash 30 technology, so that the dishwasher has completed the progress from "washing" to "washing and care".
suddenly remembered a point mentioned by Luo Zhenyu in his 2024 New Year's Eve speech, the role cognition has changed, and the way of thinking about doing things has also changed.
This is very similar to Fang Tai in the dishwasher track, from not adapting to water and soil to ushering in a period of rapid development, from questioning whether it is clean to washing, washing well, washing and caring, every important development milestone of the dishwasher industry has the figure of Fang Tai. Throughout the development of dishwashers in the past 10 years, Fotile has not only completed the development of products and technologies from 0 to 1, but also depicted the future development blueprint of China's dishwasher industry through more than 1,400 dishwasher patented technologies.
"From 1 to N" upgrade: multi-scenario solution, dishwashers have entered the era of "double washing".
In October 2023, when participating in the 2023 Life Insight Conference and the High-end Full-Scene Kitchen Appliance Strategy Conference, I was shocked by the words of Xu Hui, general manager of the dishwasher product line of Fotile GroupIn order to conduct in-depth research on bowls and plates with different shapes, materials and processes, Fotile has collected more than 48,000 pieces of tableware
Shocked is reflection, this may be the core of Fotile dishwasher's first omni-channel sales in the "5000-9000 yuan price segment". Compared with technical breakthroughs, there is more important insight into the nuanced needs of the needs.
In order to launch the sink dishwasher, Fotile's R&D team spent 5 years, inspected 25 cities, visited more than 1,000 families, and traveled more than 100,000 kilometers.
In order to meet consumers' needs for dishwasher cleaning, drying, sterilization and other functions, Fotile has innovated and improved the machine shape, internal structure, intelligent function, cleaning system, drying system, etc., and launched a dishwasher integrating five functions: washing, draining, drying, disinfection and storage.
Dong Yuhui said, please believe in the power of "believing", choose one thing, and insist on doing it.
When interpreting the development trend of China's dishwasher market, iResearch explained in the report that the trend of product direction is to involute product solutions to achieve more thorough manpower substitution.
From the perspective of usage scenarios, one of the biggest characteristics of Chinese cooking is that side dishes, fruits and vegetables need to be washed before meals, and cups, dishes and pots need to be washed after meals.
From the point of view of the process, a single dishwasher simply cannot meet this need, and:Fotile's first-in-class "sink dishwasher + built-in dishwasher" dual wash solution is different, the built-in dishwasher cleans greasy dishes, and the sink dishwasher cleans coffee cups and fruits, etc., which can easily cope with the cleaning of ingredients before meals, to dishes during meals, and then to fruits after meals.
iResearch believes in the reportFotile's "double washing" solution should deal with fruit and vegetable cleaning and cleaning of different dishwashing volumes, completely liberating your hands, and will play more possibilities in the smart kitchen scene in the future.
For Fotile, "kitchen cleaning" is no longer a simple functional need, but tends to be a "solution" to meet the high-quality pursuit of Chinese families to wash vegetables before and after meals. This indicates that Fotile has led the dishwasher into the era of "double washing".
This is also the underlying logic of Fotile's strategic positioning of the brand from "high-end kitchen appliances" to "high-end full-scene kitchen appliances".
In terms of trends, the future kitchen will be integrated to cover multiple scenes. As the "cleaning center" in Fotile's "high-end full-scene kitchen appliance solution", Fotile's different solutions of "slot, embedding and double washing" will provide better multi-scenario solutions for Chinese family cleaning centers.
If in 2015, Fotile's original invention of sink dishwasher promoted the popularization and explosive growth of the domestic dishwasher market, which is the first important node in the dishwasher industry. Then, 2023 will be the second important node, in the first three quarters of this year, in the "5000-9000 yuan price segment", which occupies sixty percent of the market share, Fotile dishwashers will be 26The 3% share surpassed foreign brands to become the first in omni-channel sales, which not only opened a new milestone in China's dishwasher industry, but also sounded the clarion call for domestic brands to surpass foreign brands in an all-round way.
Note 1: Data**: The "2023 China Dishwasher Market Insight Report" released by iResearch Consulting is the omni-channel sales statistics of dishwashers in Chinese mainland from January to September 2023 in the "5000-9000 yuan price range" (units).