The multi-billion dollar market behind “household cleaning”, has the fabric cleaning machine become another dark horse in the market?

[Zhaimi]In recent years, “refinement” and “self-pleasing” have promoted the prosperity and development of the small home appliance industry. As an important part of the small home appliance track, home cleaning has also undergone new changes.

Some more segmented household cleaning products are emerging strongly, such as sweeping robots and floor scrubbers, based on long-standing unmet market demand and their ability to differentiate themselves from traditional cleaning methods.

Judging from the current development, their appearance has indeed solved the users' demands for household cleaning to a certain extent, but there are still unmet segmented needs in household cleaning, and the segmented track is expected to usher in new growth.Those who pay close attention to user needs andprovide the solutionThe brand will take the new C position in the competition and become the new trend-setter in the field of household cleaning.

As household cleaning becomes popular, the market welcomes a “new star”

In the past two years, people have paid more attention to home cleaning, and related products have continued to be “hot”. According to the “2023 Cleaning Appliance User Consumption and Experience Research Report”, 45% of the surveyed users clean their homes four times or more per week, and 26% of users clean once a day.

This has led to a continuous release of user demand for household cleaning products. According to data from Aowei Cloud Network, in the first quarter of 2024, sales of cleaning appliances increased by 21.7% year-on-year, and sales volume increased by 20.8% year-on-year. Among them, sales of sweeping robots increased by 29.2% year-on-year, and sales volume increased by 22% year-on-year.

Driven by the household cleaning economy, the demand for the cleaning industry has been effectively released. As the market scale further expands, the demand for some market segments has also begun to emerge, such as fabric cleaning machines. According to GIR (Global Info Research), in terms of revenue, the global fabric cleaning machine revenue in 2022 is approximately US$690.2 million, and is expected to reach US$1,043.7 million in 2029, with a CAGR of 6.1% from 2023 to 2029.

According to the 2023 Cleaning Appliance User Consumption and Experience Research Report, 31.5% of respondents expressed concern about carpet cleaning, and the demand for cleaning sofas and fabric furniture is also increasing, with 26.8% of respondents paying more attention to this demand. In addition, the proportion of existing floor scrubber users who want to buy another fabric scrubber has reached 34%.

This change is not difficult to understand.This is similar toUsers' home cleaning needs have been upgraded from the ground to more diversified three-dimensional space deep cleaning needs.Moreover, with the continuous release of demand and the launch of products, the development of fabric cleaning machines is gradually getting better.

The demand for household cleaning continues to increase and has penetrated into all aspects.In the past, the main demand of the customer base was just cleaning, but now, with the change in consumer concepts, the demand has expanded from the single pursuit of cleaning effects to multiple demands such as intelligence and convenience.

It is worth mentioning that the penetration rate of vacuum cleaners, sweeping robots, and floor scrubbers has increased in the past few years.Its popularity dividend is gradually disappearing, and its future development will inevitably be constrained to a certain extent. According to the development laws of the home appliance field, it is only a matter of time before it enters the era of stock competition.

In the context of increasing segmentation, current products are obviously unable to meet the diverse needs of household cleaning. The typical pain point is the cleaning of carpets, sofas, bed curtains and other areas. This is also one of the core reasons for the popularity of fabric cleaning machines.Against the backdrop of the gradually restricted growth of the household cleaning industry, fabric cleaning machines have the opportunity to become another hot product after vacuum cleaners, smart sweeping robots, and floor scrubbers.

Fabric cleaning machine, a new breakthrough in household cleaning

At present, some brands in the industry have taken the lead in trying and breaking through, launching fabric cleaning machines for cleaning carpets, sofas, bed curtains and other areas. Interestingly, the first to break through,Is a company focused onHousehold CleaningThe century-old foreign-funded enterprise in the industry——BISSELL will win.

In fact, this is not surprising. From the perspective of the global market, fabric cleaning machines are not a completely new species. As early as 1994, Bisheng pioneered this category.Today, Bisheng has been deeply engaged in fabric cleaning machines for 30 years, andIt has become No.1 in multiple sales markets around the world.

But the interesting point is thatIn the field of home appliances, foreign brands have far less insight into the pain points of the Chinese market than domestic brands. Therefore, in the past, domestic brands were often the first movers and category pioneers.Must winHowever, it is an exception. This is not only due to its own technical accumulation in intensive cultivation of the industry, but more importantly, it is due to its deep insight into the cleaning pain points of domestic consumers.

For example, the SpotClean Hydrosteam, which was recently released, has excellent cleaning efficiency for all kinds of stains with its innovative “steam + water” mode, and can also deeply remove sticky, greasy and stubborn stains; according to official disclosure, the cleaning power of the SpotClean Hydrosteam is improved by more than 50% compared to traditional water cleaning. It also has two other modes. The steam mode can sterilize and remove odors, and remove fresh shallow stains; the normal temperature water washing can clean stains containing protein components. Multiple cleaning solutions allow users to switch freely according to different cleaning needs.

The Bisheng Small Steamer can not only clean the soft surfaces of household fabrics, but also has a variety of extended scenarios, such as cleaning sneakers and hard surfaces in the home (tile gaps, sink edges, etc.), which greatly increases the frequency of use of the fabric cleaning machine and greatly reduces the possibility of the machine being idle.

This is not the first product that BISSELL has launched to meet the needs of the Chinese home cleaning market. For example, SpotClean C2, launched earlier this year, combines strong suction power, a small body, and an appearance design that is more in line with oriental aesthetics, allowing users to easily clean carpets, sofas and other areas.

The author learned that before actually deciding to launch products in the Chinese market, BISSELL conducted long-term, in-depth research on the new demands and pain points of the Chinese household cleaning market; and in order to integrate many features such as high efficiency, lightness, easy storage, and low noise into the product, its team broke away from the inherent thinking of past product development and looked for solutions.

For example, considering the aesthetic needs of the East, Bisheng has made a new upgrade in the product appearance design of SpotClean C2, making it more convenient for users to use and easier to store. The product volume has been reduced by 20% compared with the previous generation, bringing consumers this fully innovative and upgraded product. At the same time, Bisheng has made aerodynamic optimizations for the air outlet, making the noise heard by the human ear softer during use, greatly improving the consumer experience. These two aspects of optimization are very suitable for the domestic living environment.

The main barrier to entry in the fabric cleaning machine industry is the technical research and development barrier, which is also the fundamental reason why some brands focusing on household cleaning have been slow to launch products. BISSELL, a powerful “new” force, is expected to accelerate the prosperity and development of the industry. Today, with the development of the “refined” and “self-pleasing” economy, the demand for household cleaning is becoming more and more segmented. The most obvious manifestation is that the scenarios targeted by household cleaning products are becoming more and more refined, which has also brought new opportunities for the growth of the cleaning industry. Today, the fabric cleaning machine led by BISSELL is expected to become a new driving force for the industry's growth.

In conclusion: Competition continues, and changes are always happening. BISSELL, which has outperformed many competitors in the global market, is now setting its sights on the Chinese market. As the pioneer of fabric cleaning machines, with the release of one phenomenal product after another, it may be about to enter its harvest season.

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