From Dishwashers to Smart Homes: Opportunities abound or difficulties persist?

"Dishwashers are definitely not as clean as hands," the older generation seems to have a somewhat stubborn and biased evaluation of dishwashers. Until now, the market situation of dishwashers has been different, and they have become a new necessity for people's home life.

According to data from OviCloud, the retail sales of dishwashers in China reached 1.919 million units in 2020, a year-on-year increase of 31%, and the retail sales of disinfection cabinets reached 5.598 million units, a year-on-year increase of 4.3%. In terms of scale, dishwashers maintained a good growth rate in 2020, and the demand for disinfection cabinets also increased. The 2020 China Health Home Appliance White Paper shows that 92% of consumers pay special attention to the "health" function when choosing home appliances.

Meanwhile, based on IDC's 2021 forecast for the Chinese smart home market, it is expected that the growth trend of smart homes will tilt towards fragmented devices, and traditional home products will accelerate their intelligent transformation, such as lighting, small and medium-sized household appliances, etc. By 2021, the growth rate of intelligent lighting will exceed 90%, and the growth rate of intelligent points will exceed 30%. The smart home ecosystem platform will gradually be unified from the underlying system, achieving multi device collaboration, seamless migration and connection of application experiences across multiple devices, and low power consumption. It is expected that by 2022, 85% of devices will be able to access internet platforms, and 15% of devices will be equipped with IoT operating systems.

Obviously, as the post-90s generation becomes the new main consumer force, the keywords in the home appliance industry have also become "healthy" and "intelligent" with the progress of the times, and the home appliance industry has also gained new focus. What will the development of healthy home appliances and smart homes face behind the increase in sales? New Eyes will analyze from the following perspectives:

1. Why has dishwasher sales continued to rise in the past two years?

2. What is the development process of the smart home industry?

3. Is the future full of opportunities or constantly facing difficulties?

01

The trend of younger consumption has become a driving force

The post-90s generation has become the main force of consumption, and the core consumer group in the overall market, including home appliances, is becoming younger.

According to data from Tmall, the proportion of orders placed by post-90s users during the Tmall New Year Festival has exceeded 60%. The sales of smart home products such as warm bedding machines, noodle machines, floor washers, and dishwashers on Tmall have all increased by over 100%, even reaching 1000%. This is a major driving force for healthy and smart home appliances to gradually occupy market share.

In the context of overall consumer upgrading, people's pursuit of quality of life can no longer be satisfied by basic necessities such as washing machines and televisions. Obviously, compared to the previous generation who believed in their own hands, the post-90s generation believes more in technology and is more willing to replace daily physical labor through consumption. Small household appliances such as dishwashers, floor washers, and sweeping robots that can completely liberate people from household chores have become the main carrier for people to pursue a high-quality life.

Another channel for the sales of household dishwashers, in addition to active consumer purchases, is through cooperation with real estate decoration rooms.

From January to April 2020, the decline in sales of commercial housing narrowed by 7.0 percentage points compared to March 2020