Since 2000, many buyers began to complain about the manufacturing quality of washing machines. Washing machines that were previously very reliable, ceased to be the standard of quality and began to require repair just after a couple of years of operation. Why did it happen?
Formation of the market of washing machines in the period 1930-1950
This was influenced by many factors, at the beginning of the 20th century only 20% – 40% of households had washing machines. During the Second World War, the production of washing machines was discontinued due to the need to re-profile plants for military needs.
Starting in the 1950s, the production of washing machines was resumed and companies with a free market tried to attract customers with the quality of their washing machines. Buyers were interested in friends about the manufacturing quality of washing machines, because this purchase was quite substantial for the budget.
There was a free market, there was a niche for sale, millions of families planned to buy a washing machine and quality was the main criterion when choosing.
The market for washing machines 1950-1990
Washing machines were produced of an activator type (one washing tank, the second for spinning), and only in the mid-1950s was an automatic washing machine invented. Since the early 1960s, manufacturers began to curtail the release of washing machines of an activator type and switched to the production of automatic washing machines.
Began a massive replacement of washing machines for new, more convenient to use, requiring less human time for washing. Again, manufacturers tried to win over the buyer with the quality of their products, replacing outdated washing machines with new ones with new technologies. By the end of the 80s of the 20th century, the market was filled, the old washing machines were replaced with new ones. Manufacturers are faced with the problem of selling their products.
Consumer demand for washing machines 1990-2010
But in the early 1990s, the collapse of the USSR occurred, the country that was closed to goods from the outside, and controlled part of the states in Europe, ceased to exist. Also opened the markets of China and other Asian countries. The economic situation has improved in the Americas, Central and Latin America. Opened huge new markets for product sales. Between 1990 and 2010, about 100 million washing machines were in demand in these markets.
There was an impetus for manufacturers, open markets, the ability to produce the maximum amount of products, and the need to again gain the loyalty of potential buyers, nothing more than the quality of their products. Having a large income the company invested in improving and improving the quality of its products. Manufacturing hundreds of thousands of washing machines, to ensure the repair, parts of washing machines were designed in such a way that repairs could be made easily.
Washing machines from 2010 to the present, trends and changes in sales approaches.
By 2010, there was a filling of the market, the demand for washing machines fell sharply. Many companies could not survive this period and were resold to other owners.
The following situation has developed, the market is provided with products, the demand has decreased significantly, it has become unprofitable to produce products. Washing machines that were made before and at the beginning of the 21st century, were available for repair. The washing machine was much cheaper to repair than to buy a new one.
In such conditions for the survival of the company it is necessary not only to produce but also to earn not only on the finished washing machine, but also to try to earn on spare parts. And how to make money if the washing machine is reliable and does not break and can work 10-20 years without repair.
Why washing machines are no longer intended for prolonged use
Therefore, in the 21st century, washing machines changed, the service life of washing machines was significantly reduced. If in the 1990s, the service life of a washing machine was declared by the manufacturer 10-15 years. then in 2010, the declared service life of the washing machine was 5-7 years. Manufacturers have become cheaper as the cost of manufacturing a washing machine. Individual nodes have a lifespan of 5-7 years. The drums of washing machines began to be made not collapsible, the bearing was installed in the tank and sealed in the process of casting the tank, to replace, you must buy a tank, not a bearing. Maximum reduced the number of small replaceable nodes. The cost of repairing a washing machine began to be 30% -70% of the cost of a new one. The main requirement for the manufacturer’s washing machine, the washing machine should work out the warranty period without repair.
Manufacturers made it so that it is not profitable for users to repair the washing machine, and after the warranty expires it is easier to just throw away the old washing machine and buy a new one.
But many companies that were previously associated with users as manufacturers of high-quality appliances, including washing machines. Losing their positions in the market, this is especially bad for companies that make washing machines expensive segment, buying a washing machine for $ 1500-2000, the consumer is faced with the problems of repair and begins to think why I bought such an expensive washing machine if it worked only 4 years and needs repair, because I could buy a washing machine for $ 400, and even if it works for 4 years, it is not a pity to throw it away and buy a new one.
Alas, these are problems of the company’s management, people come to the company who say I will change the approach to production, reduce the useful life of the washing machine, in 3-4 years we will increase production, earn 200-300% more on the sale of spare parts and in 5 years company revenues will increase.
Yes, it does, but a person who bought an expensive washing machine in 1990-2000 decides to replace it after 15 years of use. Naturally, he chooses a washing machine of the same company, hoping that the new washing machine will work without any problems for 15 years. But it takes 4-5 years for a washing machine to fail, repairs are very expensive, and besides, spare parts for repairs must be ordered from the manufacturer. If the washing machine is being repaired then only one maximum two times. After that, a washing machine of another brand is bought, and the brand of the washing machine of which is broken is entered into the black list. This person and his acquaintances will never buy household appliances of a badly reputable brand.
Companies realize their mistake, in 10-15 years when, despite a short-term increase in profits, there will be a decline in sales, companies that have chosen such a direction of development will face big problems in the future.
But managers who pursue such a policy in the company are not working for long. Having achieved a short-term result, they will leave the company to go to another successful company before their arrival. And in the new company they will continue to do the same as in the previous one.
Such a policy in the production, oddly enough, leads the majority of European manufacturers of washing machines. For example, since 2015, Miele has received a lot of bad reviews about the quality of its washing machines and the complexity of repairs (https://kundendienst-info.de/miele-kundendienst), and also Bosch and Simens have increased the number of reviews related to the need for repairs.
The reason is not that companies produce poor washing machines, they are good, but some units and units are originally designed for a certain period of work. And it turns out that in one family they wash clothes of 3-4 kilograms, and in the other 5-6 kg. load on the washing machine more, faster wear. Here some of the washing machine breaks down after 3-4 years.
General Electric, a leading manufacturer of washing machines in the United States, owned 40% of the market for washing machines in the United States and generally sold its home appliance business to the Chinese concern Haier company in 2016, including the rights to the GE trademark for home appliances.
A bit better is the business of such powerful Korean companies as LG and Samsung. Initially, these companies applied the experience of Japan. Very high quality products and service. But having slightly changed the scheme, washing machines are quite good in quality, and spare parts are supplied not only to service centers, but to any companies even for the purpose of resale.