Shulou(Shulou.com)11/24 Report--

Is it too late for Dyson to enter the game at the moment? Can the high price get a piece of the pie in the Red Sea competitive market?

(photo provided by interviewees)

With Economic Observer Network reporter Ye Xinran approaching "Singles Day", Dyson officially launched its first floor washer, Dyson WashG1,10, on March 17-22. Dyson held a nearly week-long new product launch event in Shanghai. At the Dyson Tmall flagship store, the reporter noticed that at present, Dyson has opened the pre-sale link for this floor washer, and on the evening of October 23, it opened the final payment after the pre-sale closed, synchronizing with the rhythm of "Singles Day", but because the new product has just been released, the floor washer does not have any discount and is sold at a price of 4999 yuan.

Such pricing is at a high level in the current floor washer market. According to the monitoring of Oviyun, a retail data platform focusing on home appliances and home furnishings, in April 2023, the average monthly price of online floor washers is 2292 yuan per unit, and the mainstream price belt is 2000-3000 yuan, and since October 2022, the monthly average price continues to decline.

Behind the gradual decline of the price trend is the fierce competition set off by a large number of new entrants in the floor washer market. According to AVC data, from 2019 to 2022, retail sales of floor washing machines increased from 70 million yuan to 10 billion yuan, and retail sales increased from 26000 to 3.48 million units; brands continue to enter and infiltrate, and there are more than 200 brands in 2022, while in January 2021, there are only 15 brands.

In 2020-2022, the floor washer market experienced explosive development, and the capacity of the industry expanded rapidly in a short period of time. Is it too late for Dyson to enter the game? Can the high price get a piece of the pie in the Red Sea competitive market?

Technical differences

In Dyson's new product booth, the reporter noticed that the most obvious propaganda label of the WashG1 floor washer is "suction-free washing".

Removing dry and wet stains from the ground by suction is the mainstream technology on the market at present. With Tmall platform nearly 7 days according to sales volume and transaction amount ranking of the hot list of washing machines as an example, in the top 10 products, at least 7 products directly in the product page to "high suction" as the main selling point publicity, and then according to the page specific display of product parameters found that the top 10 products have the "maximum suction power" this parameter item, to 30AW data as the mainstream.

On the product page of the WashG1 floor washer at Dyson Tmall's flagship store, in the "maximum suction power" column, the parameter is displayed as "0".

Dyson's interpretation is that in recent years, as vacuum cleaners have entered more and more Chinese households, people have become more familiar and recognized with cleaning standards such as "strong suction", but whether these concepts still apply to the field of wet drag, but few people can give a scientific answer. In fact, relying on suction to wash the ground can easily cause inhaled solid-liquid waste to remain in the pipeline, which may reduce the cleaning effect in the long run, and the machine itself is easy to become a place to hide dirt over time.

The reporter found in the booth that the solution adopted by the Dyson floor washer is that the bottom of the washing machine is installed before and after the two main rollers. Zhang Weiyan, a senior engineer of Dyson, told reporters that the rollers have built-in motors and the two rollers rotate opposite each other. infiltrating two rollers through pulse water injection technology, with the help of ultra-fine fiber materials and debugged drum speed, to ensure that solid-liquid garbage is removed, to achieve floor washing operation. At the same time, two built-in nylon brush strips close to the main drum continue to brush off the solid dirt, debris and hair adhered to the drum, and throw the solid waste into a removable debris box, and the sewage produced by the scraper extrusion drum is sent back to the sewage tank under the action of air pressure difference to achieve dry-wet separation.

Charlie Park, vice president of Dyson floor cleaning category, told Economic Observer that in fact, the research and development of Dyson floor washer dates back to two years ago, when Dyson has been closely watching the development and growth of this category in China, but did not enter this market without preparation at that time, but carried out more than two years of R & D preparation.

Consumers pay more attention to performance

The current industry background is that the floor washer market is no longer the initial consumer-oriented stage of category education and category infiltration from zero. With the further development of the industry, consumers are becoming more professional and rational, and the performance requirements for floor washing machines are becoming more and more stringent.

The reporter looked at Tmall platform sales ranking of the top floor washer products user feedback found that poor endurance, overweight fuselage and corners, oil pollution cleaning is not in place is to reflect more problems. In addition, when consumers choose the floor washing machine, they begin to pay more attention to the compound function of the floor washing machine, and the compound models with functions such as "washing", "dragging" and "sweeping" have many brand layouts in the first half of the year. At present, there are many forms on the market, such as stand-alone, compound, base station, steam and so on.

In addition to the differentiation and development of product functions, there is also the differentiation and development of price belt. Oweyun.com data show that the price of floor washing machines is gradually layered, of which the low-line market below 2000 yuan is growing rapidly, with the highest price range from 2500 yuan to 3000 yuan, and those above 4000 yuan are the high-end market.

With regard to the pricing of Dyson products, Charlie Park said that Dyson hopes to solve the problem through technology, while research and development itself is a high-cost work. Take Dyson's cordless vacuum cleaner as an example, its high-energy digital motor and electrical control system all need to be coordinated to achieve the best cleaning effect, all from Dyson's independent research and development.

Compared with the global market, the development of floor washing machines in the Chinese market is more advanced. Charlie Park told reporters that from a global point of view, wet cleaning is a way of cleaning that Chinese consumers are more accustomed to. In addition, Chinese consumers are more receptive to new technologies and new products, which makes the category of floor washing machines develop more rapidly in the Chinese market.

The Red Sea competition is undoubtedly a prominent feature of the floor washer category over the past two years, and the industry continues to expand. According to Oviyun's forecast, the size of the floor washer category is expected to grow by more than 30% in 2023.

At such a point, Dyson officially entered the floor washer market, and it remains to be seen whether its product pricing and brand power can be welcomed by the market.

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