A few days ago, a group of self-service washing machines with laundry and drying functions appeared on the streets of Shanghai, which caused heated discussion among the media and the public. The concept of sharing washing machines was spread. In fact, this form of self-service washing machine has appeared in campuses, factories and other places as early as 2015, but it has not entered the public's field until this year.
With the increasing living standards of the people, the traditional laundry methods of modern families are gradually replaced by machine washing. However, because the capacity of household washing machines is relatively small, it is not suitable for cleaning large items such as curtains and carpets, but has to face two. Questions. If a large piece of clothing is taken to the laundry for cleaning, it is not only expensive, but also has the risk of improperly cleaning the clothes; if it is hand-washed, it is cumbersome and involved. At this time, the shared washing machine appears, which can provide a lot of convenience for urban residents.
Although the washing machine can help people save a lot of time in housework, it also has the disadvantages of being inconvenient to handle, install, and expensive. The floating population of urban residents such as students, white-collar workers and blue-collar workers cannot have their own washing machines because of low income, high mobility, and relatively narrow accommodation environment. The shared washing machine undoubtedly meets the requirements of this group. According to public data, the domestic floating population is as high as 2.2 billion, which has a lot of room for sharing washing machines. According to the data released by Lightweight Shared Laundry, there is a sales volume of 4.88 billion in this market.
In recent years, the sales growth of the home appliance industry has become more and more slow. There are public data showing that the total retail sales of domestic washing machines in 2015 was 60.5 billion yuan, a year-on-year increase of 4.3%. According to data released by Aowei.com, the total retail sales of domestic washing machines last year was 61.5 billion yuan, a year-on-year increase of only 1.2%, industry development has entered a gradual period. At the same time, the sharing economy has intensified in China. Under this circumstance, the home appliance giant has to adapt to the trend to make some changes. The market has prospects, coupled with the maturity of the Internet of Things technology, sharing the washing machine has naturally become the preferred choice for home appliance giants to test water sharing appliances.
Under a variety of needs, small and medium-sized entrepreneurs such as You Wash and Xiaoyi Laundry, as well as Haier, Midea, Skyworth and other home appliance giants have entered the shared washing machine market from different angles. However, compared to other shared industries, the competition in the shared washing machine industry is slightly deserted and is currently small.
Sweeping, Xiaoyi laundry and other platforms enter the shared laundry from the perspective of private rental
The platform that dominates the campus market, such as Yubu and Xiaoyi, is not so much a shared washing machine platform as a private washing machine rental service platform. In view of the fact that most domestic colleges and universities do not provide washing machines for student apartments, Yubu and Xiaoyi Laundry provide private washing machine rental services to students through hardware free and service charges. Similar services have actually appeared in the past. Haier has introduced a washing machine rental service, but requires a deposit of more than one thousand yuan. In contrast, the platform such as the wash is more in line with the needs of students. Such platforms are favored by many investors. According to the data of IT Orange, Xiaoyi has received RMB 3 million in angel financing and 30 million A rounds of financing respectively. It is said that the valuation of the two platforms has exceeded 100 million. .
The private washing machine rental mainly has one bedroom and one machine, and the online service is only displayed to the students in the same dormitory. The students in the dormitory can use the platform to check the usage status of the washing machine and remotely start or make an appointment for the laundry service. Although the washing machine is a rental item, because it is the public property of the dormitory, the student will actively maintain the machine when using it on a daily basis. At the same time, one bedroom also means that there are not many distributors, which is convenient for management, and there is no need to worry about too many users or use. Unethical behavior leads to problems such as unsanitary machinery and legacy of bacteria.
However, the private washing machine rental platform is facing a problem of long return times. The frequency of use of private washing machines is not high, the cost of machines is not high, and the demand for machine washing is seasonally low in summer and high in winter. Students live in school and staged behaviors. It took about 4 months for the washing machine to be vacant, resulting in a very long return time for the service chargeable private washing machine service.
Secondly, there are quite a large number of colleges and universities in China that do not have a bathroom in the dormitory, only a public bathhouse, or the school prohibits students from purchasing electrical appliances privately. The private washing machine rental service cannot meet the needs of these students to use the washing machine. In addition, the private washing machine rental platform has not cooperated with well-known home appliance brands, and the quality and influence of the washing machines provided cannot be compared with the washing machine brands, and the scale is difficult to expand.
Finally, some users said that although the private washing machine rental platform does not charge for the promotion of hardware, in fact, it is still required to collect the deposit. For example, Xiaoyi requires the user to pay a deposit of 200 yuan to use the deposit; in addition, the service charge is higher, for students who have no income ability. It is not cost-effective to say that many students have indicated that they are not willing to use it.
Haier, Midea and other home appliance giants innovate public self-service washing machines
In contrast to private washing machines, public self-service washing machines are commonly used in the form of public laundry rooms in multi-person cohabitation areas such as student apartments or factory dormitory areas. Users in such places have laundry needs, but generally do not or can not buy washing machines, have a higher willingness to use public washing machines, and are also the main audience of old-fashioned coin-operated washing machines, and have higher acceptance of shared washing machines. There are many users of self-service washing machine platform single washing machine service, and the frequency of use is also higher.
The public self-service washing machine platform is mainly for the products of the home appliance industry giants, such as “Haier Laundry†launched by Haier, “Meimei Washing†launched by Midea, and “Lightweight Shared Laundry†launched by Skyworth. Since Haier has already launched coin-operated public washing machines in many universities in the past, it has great advantages in the layout and sharing of washing machines through new exchanges. According to public data, it now covers 654 universities nationwide, which is currently the largest. Shared washing machine brand.
past
The user wants to use the coin-operated self-service washing machine to wash clothes, not only to take the clothes down to line up, but also to estimate the time from time to time to check the queue progress or collect clothes, which is time-consuming and laborious. In response to these pain points, the shared washing machine using the Internet of Things technology provides users with one-stop service from online waiting time, reservation, payment to clothing reminding, which effectively solves the problem of laundry expenses due to the large number of users.
Second
Most public self-service washing machines use commercial washing machines, which are more durable than ordinary household washing machines and can accommodate more washing clothes. The shared washing machine will be sterilized once after the cleaning, which is more sanitary than the ordinary washing machine, and can avoid cross infection caused by poor laundry behavior.
The home appliance giant knows the washing machine very well, but does not seem to understand the user experience. The shared washing machine with electronic payment function is more like an upgraded version of the coin-operated washing machine. According to many consumers' feedback, the sharing of the washing machine is not good compared to the old-style coin-operated washing machine. There are many bugs.
Although the shared washing machine seems to save the user time spent washing clothes, in fact, because the application process of the APP is cumbersome and the experience is poor, the laundry is neither time-saving nor trouble-free. Taking Haier laundry as an example, the single step of using a washing machine as long as coin-operated has become a number of steps that require registration, machine finding, verification, clothing, and payment to begin cleaning. In addition, according to the feedback from users, there is still a great probability of using the shared washing machine. Because the interface is confused, the laundry function cannot be found. Because of network congestion, delay in scheduling, etc., many campus laundry rooms have been invited. Avoid the 21-23 point peak time laundry tips, you can see the difference in server load. Online booking did not save time on laundry, just a change in the way it was wasted.
Many shared washing machine platforms still have machine failures that are not displayed. After the user pays to start the washing machine, they find that they can't use them. The money has not been returned, and they have to pick up the wet clothes and make an appointment for the washing machine. The difference in the sharing washing machine experience introduced by the home appliance giant can also explain from the side that the domestic Internet of Things technology is still not mature.
Street-sharing washing machines for urban families also appear
The sharing of washing machines on the streets of Shanghai is the latest hot news. This kind of shared washing machine is different from the former two in the shopping malls, targeting fragmented consumer demand. Consumers can go to the mall or go to the square dance to pick up the clothes that need to be cleaned. After scanning the code, they can leave temporarily. After the cleaning, they will receive the reminder of the WeChat public number, which is not delayed. In addition, the street shared washing machine has a large capacity, which is divided into 8KG and 18KG. Consumers can use it to clean large items such as carpets and curtains. Although the street sharing washing machine is good, the public does not seem to buy it.
First of all
Since home appliances are very household-exclusive items, consumers have a lot of considerations for their safety. In addition, most households have washing machines and are not willing to use shared washing machines to clean clothes, but to clean shoes. Clothing such as curtains or carpets, which causes the shared washing machine to be easily damaged, increases maintenance costs, and cannot be widely spread. According to news reports, the street-sharing washing machine has been partially shut down due to failure in a few months.
Second
The price of street-sharing washing machines is very expensive. For example, a washing machine with a maximum capacity of 18KG needs 40 yuan for cleaning a bucket. Some users have calculated an account, and a new washing machine can be purchased for 20~30 times. In addition, because the location is not close to the community, in addition to the cleaning costs, the user may need to spend the fare and the time spent moving back and forth to clean the clothes. For this reason, the users who share the washing machine are mostly square dance aunts who dance by the way.
At last
The street-sharing washing machine simply provides several sets of washing machines, no platform rest, no platform to rest the laundry basket, and insufficient service is also an important factor leading to the loss of users.
In addition, because the profit model of service charges is relatively simple, most shared washing machine platforms intend to cultivate long-tail consumption by sharing the washing machine platform. For example, private rental washing machine platform Xiaoyi laundry wants to cultivate the user habits, so that students continue to use the platform after graduation; while Haier Laundry intends to accumulate traffic, provide shopping, live broadcast, booking, etc. in the shared washing machine platform to achieve long tail Profit, now Haier has placed a takeaway entrance.
It can be seen that the purpose of the home appliance giant to launch a shared washing machine is to use differentiated service marketing. However, due to the low return rate of the main audience of shared washing machines such as students and blue-collar workers, it is not possible to bring long-tail consumption. The service such as take-out is also difficult to compare with the professional take-out O2O platform. The essence of sharing washing machines is short-term rental service.
The reason for the small size of the shared washing machine is that domestic consumers have a strong sense of cleanliness for items with high private exclusiveness, in the era of coin-operated public washing machines, as well as in the era of shared washing machines. Consumers' trust in the safety of shared washing machines has not been solved by the use of EU standard detergents and the provision of sterilization and anti-virus functions. The popularization of shared washing machines has a long way to go.
to sum up
Because the public's trust in sharing washing machines is difficult to cultivate, even if there is demand, it is difficult to promote it. Schools and other multi-person living places will be the only consumer market. How to cultivate the concept of mass consumption and optimize the quality of service is a problem that needs to be faced in the current sharing of washing machines. At present, Suning has launched a shared dryer for the new demand brought about by consumption upgrades, while the European and American dry and wash machine models and Japanese self-service washing machines The method of automatically performing idling cleaning 2 minutes before the start of washing is worth learning. With the improvement of the service and optimization of the shared washing machine, the concept of consumption has gradually formed, people's doubts about hygiene have been eliminated, and the scale of the shared washing machine market has been expanded to win the national market.
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