An integrated new track for enterprise development - integrated dishwasher!
When it comes to integrated kitchen appliances, the category of integrated stoves is an unavoidable topic. Due to multiple pressures such as the impact of the epidemic, the fluctuation of raw material prices and the continued downturn in the real estate market, the growth of integrated stoves has also been affected. According to the overall data pushed by AVC, from January to September 2022, the retail sales of the integrated cooker industry grew 5.3% year on year, and the retail sales fell 1.9% year on year, which did not meet the expectations.
At present, how can kitchen appliance enterprises, especially integrated cooker enterprises, maintain high growth? Perhaps the answer is to expand horizontally to find the second track and build the second growth curve.
After the living room, the kitchen has become a centralized exhibition place of residents' quality life. The characteristics of larger scale and more combinations have accelerated the enterprise's positioning as a kitchen. According to the total data pushed by AVC, the total retail sales of dishwasher market from January to September 2022 is 7.1 billion yuan, up 7.0% year on year. Dishwashers are one of the few counter trend growth categories besides integrated cookers, and the growth of integrated dishwasher market segment is more obvious.
Definition and characteristics of integrated dishwasher
Integrated dishwasher is a kind of kitchen electrical product that integrates multiple functions such as dishwasher, sink, fruit and vegetable washing, water purifier, garbage processor, etc. Its "integration" advantage not only perfectly realizes function addition and space subtraction, but also the price of integrated dishwasher is about 0.8-0.9 times of the total price of split products, which meets the needs of users with higher cost performance.
Status quo of integrated dishwasher
With the booming supply and demand, integrated dishwashers are growing at a multiple rate. According to the monitoring data of Ovi Cloud (AVC), from January to September 2022, the online market retail sales of integrated dishwashers increased by 68.0% year on year and the offline market grew by 18.2% year on year. The growth rate of integrated dishwashers far exceeded the overall growth rate of dishwashers. In the dishwasher product structure, the integrated dishwasher is undoubtedly a better choice for the second track. Of course, what is more important is that the concept of "integration" is more in line with the current business model of integrated kitchen enterprises, which is conducive to the later marketing of enterprises and the creation of kitchen integration.
The integrated dishwasher has become a popular outlet product for the entire integrated cooker enterprise. On the one hand, it is due to the market demand, and on the other hand, it is closely related to the integrated cooker enterprise's own business strategy. However, the current base of integrated dishwasher is small, there are many small brands, and the product quality level is uneven. Its mental education is based on the emerging dishwasher, and the communication cost is higher. Therefore, if you want the integrated dishwasher to carry the "growth banner" of the enterprise, you need the joint efforts of the entire industry.
