In 2015, the financial writer Wu Xiaobo’s article “Going to Japan to buy a toilet cover†caused a sensation in social media, which set off a wave of Chinese people going to Japan to buy toilet seats. According to the Japanese TV program at the time, during the 10 days of the Spring Festival, it was estimated that as many as 450,000 Chinese tourists spent nearly 6 billion yuan on shopping in Japan. Many shopping mall shelves were swept away, and the toilet cover was the most One of the household items that Chinese tourists welcome, once appeared as long as there is a Chinese tourist group, it will sell out of stock every day.
Now that three years have passed, it has become a history for Chinese people to go to Japan to buy toilet seats. The sink dishwasher, which was invented in 2015 by Chinese companies, was still hot, and quietly occupied half of the dishwasher market. According to the authoritative market research organization Zhongyikang data, as of 2017, the market share of Fangtai Sink Dishwasher has reached 41.5%. Almost every two dishwashers sold in China have a Fangtai Sink Dishwasher.
Then, from the snapping up of Japanese toilet lids to the domestically-made sink dishwashers, what changes have occurred in Chinese manufacturing? What kind of consumer psychology does Chinese consumers have?
On January 30, 2018, Wu Xiaobo, the author of "Going to buy a toilet cover in Japan," published the article "The Toilet Cover for Three Years." He said that from a small toilet cover, the track of China's manufacturing transformation and upgrading can be clearly read. In the three years through the toilet lid, we can draw at least three conclusions. First, people's pursuit of a better life will stimulate new demands, and their satisfaction will become the original starting point for enterprise transformation and upgrading. Second, the core competence of the enterprise, from business model to technological innovation iteration, laboratory and production workshops have become the main battlefield for efficiency and efficiency improvement. Patent barriers, industrial design and data processing capabilities have become three new weapons of competition. Third, the boundaries of products are becoming increasingly blurred. Cross-border competition and dimensionality reductions occur from time to time. Any product may be redefined at any time. Based on the application of new scenes and new technologies, it is exciting to refresh the imagination.
It can be said that from the hot sale of toilets to the original sinks and dishwashers in China, the reason why Chinese consumer behavior has undergone a terrible reversal is, on the one hand, the upgrading of the quality of Chinese-made products. On the other hand, it is the improvement of the innovation ability of Chinese enterprises.
Wu Xiaobo said that in the past few years, China's smart toilet seat manufacturers have increased from about 30 to 300. However, the price war has not broken out. In Jingdong Mall, the most mainstream price has been stable in the range of 2,000 yuan to 3,200 yuan. In the communication with various manufacturers, few people emphasize their price advantage, they put more energy on performance improvement and service deepening. Lin Xiaofa, the chairman of China's well-known kitchen and bathroom brand Jiu Mu, once recorded the toilet water on the CCTV Finance “Dialogue†recording site, and used actual actions to prove the safety quality brought by technological innovation. Today, on the global e-commerce giant Amazon website, China's toilet cover is priced between 35 and 70 US dollars, with tens of thousands of monthly sales. The products are sold in Germany, the United States, Britain, France and other countries.
In just three years, compared with the purchase of Chinese people in Japan, it has become much more difficult for domestic dishwashers to lead the Chinese household dishwashing revolution than the European and American developed countries. This is not only a technical breakthrough. It is a new cultivation and popularization of a market, and even a complete subversion of an industry. Therefore, the achievements are more convincing, and more representative of the splendid transcendence of Chinese manufacturing from running to leading.
As an imported product, the dishwasher has entered the Chinese market for more than 20 years, but it has been tepid. Before 2015, the average growth rate of the entire dishwasher industry was around 10-15%. Since the launch of Fangtai Sink Dishwasher in early 2015, the industry growth rate has increased to 21.5%. In 2016, it soared to 120.5%. From January to November 2017, the retail sales of the dishwasher market reached 902,000 units and 3.95 billion yuan respectively, an increase of 131.3% and 119.5% year-on-year. The boring dishwasher industry for many years, the stone is shocking, the Fangtai sink dishwasher is undoubtedly the squid that activates the pool of water.
Nowadays, driven by the launch and detonation of the Fangtai sink dishwasher, the entire Chinese dishwasher market is experiencing an explosive growth. Not only attracted more than 30 companies including Midea, Haier, Whirlpool and Jiuyang, but also led the market storm of retail giants such as Jingdong, Tmall, Suning and Gome. The market shipments have achieved a substantial increase of more than twice, and the household penetration rate is expected to exceed 10% this year, and it is expected to reach around 30% in the future.
The precise grasp of market demand and the continuous innovation of “user-centered†are the key to the Fangtai Sink Dishwasher as the vanguard of the entire dishwasher category. From Q1 listed in early 2015, Q3 and Q6 in 2016, and Q5 and Q7 released in 2017, the optimization and innovation of each new product of Fangtai Sink Dishwasher has been verified by thousands of times. The entire R&D team experienced a business trip of 100,000 kilometers in a few years, 274 times before and after the study, and the program was changed 8 times. The 6 reviews were directly announced. Under such experience, Fangtai Sink Dishwasher has filled the industry gap in technology and products, and touched the global industry trend boundary.
(Illustration product: Fangtai sink dishwasher Q6)
Functionally, the three-in-one design of the Fangtai sink dishwasher covers the functions of dishwashing, sink and fruit and vegetable purifiers. The swing spray arm + all-round water angle design, the overnight hard rice grains can be washed off, and the sterilization after washing is up to 99.99%. Used to wash fruits and vegetables, it can eliminate up to 90% of pesticide residues. (The data comes from the Microbial Analysis and Testing Center of Guangdong Province. At the same time, the design of the sink type fully takes into account the characteristics of the Chinese kitchen and greatly saves space.
Mao Zhongqun, chairman and president of Fangtai Group, said in an interview with more than 40 media outlets of “Made in China 2025†that the sink dishwasher is really suitable for Chinese kitchens and is also in line with Fang Tai’s positioning. Today means changing from “introducer†to complete Creator. Because such a sink dishwasher is not only not in China, but also in the world, which means that Fang Tai has taken a new step in innovation.
(The picture shows Mr. Mao Zhongqun, Chairman and President of Fangtai Group)
Relying on technological innovation, it has achieved breakthroughs in technology, and China's toilet cover enterprises have achieved counter-attacks. With the localized subversive innovation, Fangtai has become a leading company in the dishwasher industry, leading the dishwasher industry into a new world. These cases are just a small epitome of China's manufacturing, but they are also the iconic events of China's rising manufacturing. At present, relying on innovation to drive overall improvement in development quality and core competitiveness, and relying on "Internet +" to promote smart manufacturing has become a common consensus in China's manufacturing industry. What can be seen is that under the background of the national "Made in China 2025" strategy and the "Industry 4.0 era", China's manufacturing is generating new vitality and motivation by making full use of the achievements of science and technology and information technology revolution. It can be said that today's Chinese manufacturing is rapidly transforming into China's intellectual creation and creation.
Through a set of data, perhaps we will have a more intuitive impression of the rise of Chinese manufacturing in the past three years. For example, consumer products such as rice cookers and smart toilets that are highly concerned by the society: Three years ago, China imported 31.28 million US dollars (260,700) of rice cookers and imported 5.04 million US dollars (308.98 tons). Today, imports of these two types of products have fallen sharply, and exports have increased significantly: in the first three quarters of 2017, China exported 517 million US dollars (3,675,300) of rice cookers and exported 250 million US dollars (62,900 tons) of toilet lids. The products are sold to Japan and Indonesia. 181 countries and regions such as the United States, Vietnam, and South Korea. Chinese tourists rushing to buy rice cookers and toilet covers overseas has become a thing of the past, while domestic consumer goods such as domestic refrigerators, air conditioners, washing machines, dishwashers, etc., are opening up to the world's mid- to high-end journey.
Not only that, in 2017, high-end innovations made in China are also emerging, and many people at home and abroad are calling for "great, made in China." The C919 large passenger aircraft and the "Jilong" AG600 amphibious aircraft successfully made the first flight. The Chinese standard EMU "Revival" with a speed of more than 350 kilometers per hour realized commercial operation. The "Blue Whale No. 1" drilling platform was successfully tested for the first time in the sea. ... A group of big powers have come out one after another, more and more Chinese boutiques have been created... All of this is sending us a very valuable signal: insisting on independent innovation, adhering to ingenuity, and sincere service. ... China's manufacturing can continue to rise, and there is no victory.
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