'Choice is more important than effort,' and I believe many people have heard the remark that its connotation is that pointing out the right direction often leads to later additions. For manufacturing companies that have made industry choices, Words, this sentence can also be a new extension. That is - 'more effective than efforts.'

Today, the integrated appliance industry, which maintains an industry average of over 30% growth and enviable high profitability, has undergone a phase that has been gradually approved by the industry until it is repositioned. However, this does not mean Enterprises in which you can not think of change.

To big that the current integrated cooking industry less than 5 billion in the overall volume compared to the size of nearly 100 billion kitchen industry, there is still much room for improvement, and has attracted many outside the industry continued to pay attention to large enterprises ; To look small, even in the competition within the integrated group, there are also strong constant strong, weak weak 'Matthew effect. "Therefore, how to pinpoint their own business positioning, identify the direction of development efforts, To explore how to continue the healthy development of 'blindfolded' come true.

Zhao Jinzhou, executive vice president of China University of integrated cooking

This is also located in Haining, Zhejiang Branch of the integrated kitchen in the overall work of a main line in 2017. Zhao Jinzhou, executive vice president in an interview with the "Aiken Appliance" analysis said that "100 million yuan revenue for the integrated kitchen business is a threshold, breaking billion Whether to make a profit before is a strategic issue, and not profit after breaking a billion is a management issue. "He said that in the coming year, the Company will continue to position itself in teams, production and products with the goal of achieving large-scale operation and profitability Therefore, we must rely on positioning strategy at this stage to guide the HKUST to achieve faster and more efficient size of the breakthrough.

Adhere to the fine line, positioning ease

HKUST business ideas adjustment, until the final implementation level, you can use 'close and release' to sum up: receive the product, put in the channel.

According to Zhao Jinzhou revealed that occurred in the product is an obvious change in thinking is fine. 'And many companies in the past, like to pursue the big and the whole, but the product mix is ​​bound to dilute the product really want consumers behind Keep in mind the scientific and technological content. 'For major science and technology big different integrated unit, the Department started to reduce from the previous dozens to 10 models, the main push modular and intelligent relevance. Push out the fine, focusing on functional upgrades and deepen the user's brand identity on the quality of recognition.

Especially in recent years, with 80, 90 gradually become the main force of consumption, with the decorative properties of the stove products are no longer satisfied with the stereotyped industrial mass production of standard products, integrated kitchen this semi-customized product features Very good to meet the emerging consumer groups on the pursuit of personalization.

In response to the changes that have taken place in the current consumption characteristics of integrated cooking appliances industry, the University of Science and Technology (HKUST) has introduced new products that are more aesthetically pleasing, more intelligent in science and technology, and have better smoke exhausting effect. Meanwhile, it is actively developing integrated cooking stoves with embedded steaming boxes. The main push of Thun steamer section of integrated stove, for example, its integration into its own research and development can be more fully burned new 'dark blue' system, patented burner with synergistic gather energy circle, stronger and more powerful fire, and in gas sensitive devices , Safety devices, the overall bellows has been upgraded to make the product running noise is smaller.

HKUST adhere to the product line and quality of science and technology to create quality products, franchisees have shown great interest in their new products

Zhao Jinzhou said that in the current products, integrated steamer account for 20% of the total, due to the embedded steamer generally higher than the average price of integrated cookware about 30%, with the future of this part of the overall quality of integrated appliances to enhance the proportion , Will drive the average price of the product continued upward, becoming a strong guarantee for the company's revenue growth.

In terms of channel layout, however, HKUST has taken another expansionary trend. After putting forward its strategy of deep marketing in the regional market, it has expanded its marketing team size to over 100 at present. On the other hand, Up to 15 operation centers have been set up across the country, covering a wide range at the provincial level to meet the needs of local large-scale investment promotion and promotion activities every month.

In the integrated market such an increase in the integrated kitchen, rapid response, rapid layout, is Zhao Jinzhou to its team set a requirement. 'In the first half of new joining more than 300, the current single month fifty or sixty of the current team is not a challenge The next phase of the goal is to have a single month of investment breakthrough 100, with a year and a half time, across the country over the layout of thousands of stores, gather the world just to bring Qiandian trend by industry first.

Obviously, product and channel convergence, symptomatic as applied to the positioning of HKUST, to be flexible how to deal with future market changes in the industry, Zhao Jinzhou chest already Qiu He.

Do yourself well, not afraid of industry siphon phenomenon

As a fast-growing and high-margin sub-industry in the kitchen appliance industry, the integrated stove industry, which has been widely favored over the past few years, has maintained a steady growth only from the speed of its growth in the online market According to the online data of Wellcome, in the first five months of 2017, the retail market of Integrated Kitchen Online reached 270 million with a year-on-year increase of 90.2%. Sales models also increased from 345 models last year to 444 this year.

Where there is profit, where the capital rushed.This year, integrated high-speed online market growth, and even attracted some large appliance manufacturers introduced integrated kitchen products, to participate in the online market competition.On the one hand, the industry is squeezed, On the other hand, it is a squeeze out of the camp, and as a result, there will be a siphon that the industry resources tilt to the head.

In response to this situation, Zhao Jinzhou has its own judgments: First of all, any industry has a challenge to enter, to face an unfamiliar area, a play different new projects, to step on the pit, not because of who is giants can Skip. Second, we have the opportunity, and now integrated stove or an incremental market, the industry can 'share coexistence' there is still much room for the same time, the head effect is the development of the industry to a certain stage of the normal phenomenon, as more and more The more science and technology are incorporated and the threshold of competition is constantly rising, there is bound to be a situation where differentiation of strength and weakness will intensify.

To this end, HKUST is laying a solid foundation for its business and dedicates a large amount of funds every year to its product development and promotion to ensure the competitiveness of its products in the industry. It has set up a state-level experimental center and a joint university to launch industry-university-institute cooperation and product Orientation evaluation; at the same time in the network e-commerce, North Canton three exhibitions, CCTV platform, high-speed rail, media resources and other promotional channels for packaging and exposing the formation of a brand advocacy matrix.

Branch integrated kitchen marketing floor, opened a new exhibition hall

'The last thing we have to do is not to be afraid of the tiger before the tiger, in the face of any opponent, not superstitious, nor meager, the winning way lies in finding its own first rule. Be assured that all do their own, all opponents are used Of course, to HKUST, our goal is very clear, that is, to be the industry's leading brand. '

Under the tuyere, big fish

Over the past ten years, the ecology of the Internet-based platform has been regarded as a new world. It reconstructs the basic logic of commerce with higher efficiency and new interaction with consumers. As Wu Xiaobo, a famous financial writer, As mentioned in the "Ten Years of Agression," the rapid expansion of economies of scale and escalating spending power, like a flood of wanton flooding, is anxiously looking for the boundaries of the frontier, while the severely hit parts are equally anxious To withstand the pressure of change and discomfort. 'There must be a big fish in the flood.'

Analogy, hundreds of billions of kitchen and electrical industry, the near future will emerge in more than one scale of large fish enterprises.Consequently, some integrated kitchen enterprises also in the past ten years, 'the river has water Small river full ', and gradually evolved into a fast-growing fish in Canglang.

It is understood that the current HKUST is actively expanding production capacity to ensure that the product sales heavy volume of energy To meet the demand on the basis of the completion of the first phase, the second phase plant planning 300 acres of land for integrated cooking area larger, the new plant is expected to yield up to 300,000 units more than Zhao Jinzhou also revealed that the simultaneous promotion of There are stock reform, proceed to start the listing process, so that enterprises are more standardized and healthy, more rapid scale to achieve the growth.

HKUST factories to carry out efficiency, expansion to meet the needs of the accelerated development of production

In the past ten years or so, the incredible changes have taken place in people's access to information, social networking, shopping, daily services and financial payments, etc. The upgrade in consumption is expected to become a catalyst for the sustainable development of the integrated stove industry. In the next three years, The further development of urbanization in two horizontal and vertical directions has prompted the steady and heavy volume of commercial housing in the third-tier cities, and the integrated stove industry can expand the market space by relying on new and updated requirements.

Living in the tuyere, in the face of changes, the integrated kitchen stove how to get along? Zhao Jinzhou, executive vice president of its WeChat circle of friends quoted the ancient text of Tseng Kuo-fan and made some changes. 'Never love the past, the moment is not complicated, the future is not afraid' Dependable to do a good job, self-evident attitude.