The dishwasher market is getting rid of the transition period of “external cold and internal heatâ€, and dishwasher products are becoming more suitable for Chinese households' cooking habits and dishwashing needs. However, the reason why the dishwasher has entered China for more than 20 years has never been able to open the market. In the final analysis, because some products are contrary to consumer expectations, what expectations do consumers have? To solve this problem, the industry survey agency Orviet Cloud Network (AVC) conducted a small-scale survey of dishwasher users and analyzed the semantic data on the dishwasher line.
The dishwasher has been in China for more than 20 years, but it has never been able to open the market.
Case analysis
In the course of the investigation, there was such a typical case: Ms. Wang (pseudonym) had 10 set meals at home. For the convenience of cleaning and storage, she purchased a domestic brand dishwasher. At first, Ms. Wang waited for all the cutlery to be used, and put it into the dishwasher for cleaning and storage. However, the use of tableware by a family of three is not high, and the used tableware can be placed for too long and may even have an odor. Later, Ms. Wang decided to clean the tableware after each meal. She took out the clean dishes before each cleaning, but it felt too much trouble over time. Finally, Ms. Wang simply bought another disinfection cabinet, cleaned a small amount of cutlery after each meal, and then took the cutlery into the disinfection cabinet for storage.
Consumers who have a negative evaluation of the dishwasher, such as the above, are not uncommon in the research process. Ovi found that many consumers don't know how to choose a dishwasher that suits their family's situation, and some consumers buy a well-decorated apartment equipped with a high-capacity high-end dishwasher, but never used it. The reason is The answer is simple: "not necessary", "will not use"...
Consumer perspective: Why can't the dishwasher open in the market for more than 20 years?
Consumer perspective: Why can't the dishwasher open in the market for more than 20 years?
Semantic analysis
According to the analysis of the online semantic data from January to May 2016, the most relevant items for the dishwasher products are the dishwashing effect, commodity price, durability, recommendation rate, and ease of operation. The most complaints from consumers are the price of goods, the speed of washing dishes, the convenience of operation, the size of the whole machine, and water leakage.
Among the top 10 dimensions of the hottest discussion, the dishwashing effect, durability, recommendation rate, and consumer rating of the whole machine are all over 99%. Industry analysts, to a certain extent, consumers have fully recognized the design and basic functions of the dishwashers on the market, which is why the entire dishwasher market can achieve leap forward development in the past one or two years. one. In terms of bad reviews, commodity prices, dishwashing speed and ease of use are the three most common categories of bad reviews, which is consistent with consumer survey results.
In terms of commodity prices, the dishwasher is positioned at a high level. Although many domestic brands have entered the market, the average price of the dishwasher has been lowered. However, for well-known brands such as Siemens and Fangtai, consumers still generally believe that their prices are too high. In addition, a large number of consumers said that detergents, dishwashing salts, and brighteners are really “expensive†items. Because they are consumables, they need to be purchased for a long time in conjunction with the frequency of use of the dishwasher.
The washing speed is one of the hard injuries of the dishwasher. The semantic data on the Ovi line shows that the consumer evaluation mainly includes “Would the dishwashing time be too long? Wash the bowl in more than two hoursâ€, “can be washed, satisfied, but the washing time is a little longâ€, “Dishwashing For a long time, the dishwasher is this virtue..." Many consumers gave a negative evaluation of the washing speed while affirming the dishwasher washing effect. In fact, in order to obtain a good dishwashing effect, the dishwasher needs to wash, rinse, and dry the tableware by circulating water, and the washing time is inevitable. Taking the Siemens dishwasher as an example, the standard washing of different models is generally 170-195 minutes, even if it has the "super fast washing" program, it takes about half an hour. For users who don't understand the working principle of the dishwasher, the dishwasher does not have an advantage in washing speed compared to traditional hand washing.
Dishwasher does not have an advantage in dishwashing speed compared to traditional hand washing
In terms of ease of use, many consumers said that they did not know how to load the tableware when they first started using it. The program was too many to know how to choose, and the user's use was hindered. There are two possible reasons for this. On the one hand, due to the unreasonable design of the dishwasher dish rack, the user can not match the tableware, and on the other hand, the merchants are over-pursuing the diversity of product functions and training the users. And communication is not thorough, resulting in a decline in user experience. This requires the manufacturer to optimize the product manual and improve the after-sales service of the consumer.
In general, dishwashers have been accepted by more and more consumers in terms of function, but consumers' understanding of dishwashers is only at the most superficial level compared to other kitchen appliances. Whether the future dishwasher market can continue to maintain ultra-high speed development, not only need more brands to participate in the market, continuously update products, but also need to promote the function and importance of the dishwasher, and use the experience of the dishwasher. Upgrade. We will further deepen consumer research and continuously update the online semantic database to provide the most comprehensive and detailed consumer research analysis for corporate customers. China Kitchen Equipment Network
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