This year, after the official implementation of the new version of the regulations of Beijing Municipality on the administration of domestic waste, waste classification once became a hot topic among netizens across the country, and the new household appliance of kitchen waste processor was also pushed to the air outlet.
The disposal of kitchen waste is not only a trouble for people to "burn their brains", but also a difficulty in promoting the classification of domestic waste. As a new household appliance with "fire" in the garbage classification policy, the market prospect of kitchen waste processor was once highly expected. However, according to the data of market research institutions, although the market scale of kitchen waste processor is growing rapidly, the market penetration rate is still less than 1%, which is far from meeting the market expectation.
Market blowout growth
After the formal implementation of the new version of the Beijing Municipal Regulations on the administration of domestic waste, some designated kitchen waste treatment plants reported that the amount of kitchen waste processed every day increased sharply, but "the front end of waste classification was not done carefully", which slowed down the speed and effect of kitchen waste treatment.
At this time, kitchen waste disposal comes in handy. It can grind kitchen waste quickly and discharge it directly into the sewage treatment system through the sewer pipe, which not only solves the complex problem of waste classification, but also reduces the collection of wet waste from the source and reduces the pressure of waste collection, transportation and terminal treatment.
According to the data, since Shanghai began to implement the "strictest new regulations on waste classification in history" last year, the kitchen waste processor, which has been neglected, has become popular and has become an "artifact" for people to solve the classification of domestic waste. Just after 0:00 on the day of 618 promotion last year, the sales of kitchen waste processor in Suning Tesco increased by 1433% within one hour; The sales volume within half an hour on JD platform reached 3.5 times that of the previous year.
In this regard, the relevant person in charge of Midea kitchen electric has publicly said that Midea had earlier promoted the kitchen waste processor as a matching product of the dishwasher. "We have launched a cross-border four in one sink dishwasher, which is characterized by its combination with waste processor to form an overall solution for kitchen cleaning." To his surprise, the garbage processor took the lead in becoming popular through the "new regulations on garbage classification".
At the time of market blowout, the number of sales brands of domestic kitchen waste processors has expanded rapidly, and there are more than 100 at present. In addition to some old brands that have been working in this industry, such as bekbus, Aishi, Edison, Westem, whirlpool, Olin, etc., a large number of "lurks" such as Midea, europay, Qiaofu Gang, vantage, P & G, Dengshang, etc. also quickly emerged.
Fast growth and low permeability
In fact, the unexpectedly popular kitchen waste processor has a development history of more than 20 years in China. More than ten years ago, relevant state departments issued relevant policies to encourage people to install and use kitchen waste processors.
In October 2001, the Ministry of housing and urban rural development listed food waste disposal as a key development project and recommended supporting products for residential decoration; In March 2013, the regulations of Beijing Municipality on the administration of domestic waste clearly pointed out that qualified residential areas and families are encouraged to install standard kitchen waste treatment devices; In 2017, Shenzhen undertook the Ministry of housing and urban rural development science and technology plan project "research and application demonstration of complete sets of household crushing and treatment equipment for kitchen waste", and selected some areas to carry out demonstration work.
However, the above new regulations do not play a significant role in promoting waste classification. According to the monitoring data of zhongyikang, the sales of kitchen waste processors maintained a strong growth momentum in the first four months of this year, and the online retail volume and retail sales increased by 210% and 234% respectively, with a growth rate of more than twice. Many people in the industry are cautious about whether the kitchen waste processor can maintain rapid growth.
Lu Jianguo, deputy chief engineer of China Household Appliance Research Institute, said in an interview with China Electronics News: "although the growth rate of kitchen waste processor is very fast, its stamina is slightly insufficient."
Public data show that at present, the market penetration of kitchen waste processors in China is still less than 1%, which is very obvious compared with more than 70% in Europe, the United States and other places, and the whole industry is still in its infancy. Industry insiders believe that China's kitchen waste processor market foundation is weak, and the main reason is that market education, consumption awareness and consumption habits have not kept up.
"What kind of rubbish are you?" It has become the soul torture that many citizens have to face when throwing garbage. Some media reported that many confused citizens came up with strange tricks, such as ordering takeout barbecue, refusing to ask for a sign, ordering only 10 pearls for milk tea, etc
According to a research data of Pan Borui consulting, among the retail sales share of kitchen waste processors from July to December 2019, Shanghai, which first implemented domestic waste classification, made the largest contribution, accounting for nearly 1 / 4 of the total share of the country, which is far from that of other provinces and cities.
Wu Yiting, a senior analyst at fanborui consulting, analyzed that some consumers still have misunderstandings and concerns about kitchen waste processors, such as water and electricity loss and pipeline blockage.
"The use of kitchen waste crushers will not cause too much load and impact on the sewer system and water treatment system," said Jiang Jianguo, a professor at the school of environment of Tsinghua University Taking Beijing as an example, about 22000 tons of domestic waste are produced every day, of which 30% are kitchen waste. These wastes enter the municipal sewage pipeline, which is only a drop in the bucket for Beijing's sewage treatment capacity of more than 4 million tons per day.
At the same time, as an installed household appliance, kitchen waste processor has certain requirements for home decoration environment. Designers with many years of experience in interior decoration said that the space under the sink in China is generally small, and the installation of kitchen waste processor requires a certain space. If the kitchen space is small, it is difficult for consumers to take kitchen waste processor as a necessity.
In addition, there is room for improvement in the implementation of industry standards for kitchen waste processors.
"The national standard implementation rate of kitchen waste processor is low." Lu Jianguo said. Some enterprises know little about national standards, resulting in some products failing to meet the standard requirements in dealing with soft substances such as corn cob, corn peel and grapefruit peel, and the qualified rate remains at about 50%.
Lu Jianguo believes that other relevant standards on waste food processors also need to be improved. At present, two national standards, the special requirements for the safety of household and similar electrical appliances and the waste food processor, have been implemented, which put forward specific requirements for the electrical safety and performance of waste food processor products. However, standards for energy efficiency, water efficiency, and health functions of waste food processors remain vacant.
Policy support
Some insiders have calculated that based on 291 million urban households in 2018, with the urban sewage treatment equipment not upgraded and the penetration rate of 20% as the reference, the potential stock space of kitchen waste processors in China is expected to exceed 58 million units. If the retail price of a single unit is 2000 yuan, the potential retail space will exceed 110 billion yuan. There is no doubt about the potential market space of kitchen waste processor.
Shi Ting, general manager of zhongyikang kitchen and sanitation division, said that kitchen waste disposal needs strong stimulation from external forces. In the view of the state, it is difficult to cultivate people's awareness of short-term consumption and management in a public policy. "Kitchen waste disposers need to gain permanent strength in policy support."
It is reported that this year, the state will continue to vigorously control waste pollution, and the waste classification policy will continue to be implemented in 46 key cities. In this regard, the person in charge of Midea kitchen electric said in an interview with the reporter of China Electronics News that with the implementation of the waste classification system throughout the country, the kitchen waste processor will accelerate into the homes of ordinary people.
Industry insiders believe that under the trend of consumption upgrading, people's attention to healthy and green life and quality living, as well as the "lazy economy" brought by the rise of post-90s consumer groups, will also bring long-term benefits to kitchen waste processors.
Wu Yiting analyzed that with the continuous improvement of disposable income of Chinese residents, people's Consumption Willingness and purchasing power for improved household appliances will increase. The popularity of dishwashers, floor sweeping robots and other household appliances in recent two years is the best example.
Lu Jianguo revealed that the National Technical Committee for standardization of household appliances is formulating and improving standards for energy efficiency, water efficiency and health functions of kitchen waste processors. With the improvement of the above industry standards and the technological progress of enterprises, the technology and function of kitchen waste processor in China will be further improved.
