Throughout history, there are two important factors that affect the change of the kitchen pattern: one is the development of productive forces and the other is the local natural conditions and residents' living habits. As China's economy flourishes and the Chinese and Western cultures are gradually converging, Toward a more diversified and scene-oriented direction.
However, in the modern kitchen function is increasingly rich at the same time, some consumers are facing the pain points are gradually enlarged, the Chinese kitchen industry in 2017 research report pointed out that health is difficult to clean up, heavy oil, summer cooking, clutter need to clean up, noise , Smell, easy to plug the sink and so become the main pain point for consumers, and all this as long as consumers pay attention to health coupled with more intelligent and efficient kitchen and electrical products, you can get from the source to contain.
As a major category of the home appliance industry with the greatest potential, the domestic kitchen and electric appliance market will continue its rapid growth in recent years. The data of the mid-2017 show that the market size of the kitchen appliance reached 47.1 billion yuan in the first half of 2017, an increase of 14.9% Which is higher than the growth rate of the overall home appliance market. It is estimated that the annual scale of 2017 will reach 96.8 billion yuan, an increase of 14.4% over the same period of last year. The target is directed at the 100 billion-yuan mark.
Industry experts believe that in the home appliance industry as a whole to enter the horizontal adjustment of the background, the kitchen appliance market still has high profitability, high growth characteristics, is the most growth appliance industry, the current upgrade of the kitchen industry presents two main paths: First, the fight products, fight brands, fight high-end vertical upgrade; the second is personalized, differentiated, intelligent and full network marketing, landscape marketing horizontal innovation.
However, as China's earliest batch of 'go global' multinationals, Haier has long grown into an international appliance giants, both at the brand level or product level, Haier has demonstrated the strength of kitchen power.Haiar 2017 third quarter show that the report During the period, the Company achieved operating revenue of 119.2 billion yuan, up 41% over the same period of previous year and continuing to maintain high growth. Haier's high-end complete set of kitchen and electric appliances has become the fastest growing category, with market growth of 48% in the first three quarters of 2017 ranking first in the industry; Behind the string of beautiful sales data, not only reflects the high recognition of consumers of Haier, but also hidden invisible global R & D capabilities.
It is understood that Haier currently has 10 R & D centers, 24 industrial parks, 108 factories and 37683 sales networks in the world. On average, 125 overseas consumers have become Haier users every minute in the top ten home appliance chain channels in Europe and the United States.
In July last year, Haier kitchen and electrical industry globalization strategy was officially released, cohesion Haier kitchen electricity, the United States GE, New Zealand Fisher & Paykel, the international high-end brand Casarte, Marshal and other top five global brand resources, the composition of Haier kitchen luxury lineup for different regions , Different groups of users to provide high-end kitchen electrical solutions.Experts said that Haier Chef strategy through the brand cluster 's full range of coverage of the formation of the brand through the worldwide R & D center and industry cooperation to form the leading technology through multi - category sets Department of kitchen products to lead the formation of the user needs to drive product innovation, driven by high-end kitchen appliances growth.
According to the data of Yikang, the market size of the kitchen and electric appliances reached 66.6 billion yuan, 74.3 billion yuan and 84.6 billion yuan respectively in 2014, 2015 and 2016, with an average annual growth rate of over 10%. From January to August 2017, The market size of the electricity market even reached 61.8 billion yuan, an increase of 16.1% over the same period of last year. The market for the kitchen and electric appliances reached a scale of one hundred billion at a close range. However, in a huge market, only by establishing a sound market order can the healthy and orderly growth be guaranteed. Faucet has played a positive role in guiding them.
It is said that if a business growth for the industry leader, it will no longer be self-serving growth of trees, but more like an ecosystem, as Amazon rushes, and the flow of its water, affecting the entire river ecosystems downstream, without a doubt, Haier five brands of Build 'chef electric' strategic layout is already more than just competitive level, more like an industry trend of 'ecosystem' guide.