Prior to this, the boss or party too has been the dominant market in China's smoke stove, but according to the United States Department of kitchen and electrical charge said: '2017 China's hood, stove boss has been easy to sell, the United States set both in terms of sales one. '
December 1 -2 days, the United States in the base of Shunde, the United States held a large-scale domestic sales of domestic marketing annual meeting, put 2018 'domestic sales of over 10 billion' goal.
The industry forecast that in 2017 the United States of the kitchen electricity only the domestic market revenue will exceed 8000000000 yuan.
Earlier, Midea Electric has predicted the 2017 results: revenue will exceed 21 billion yuan.
The figure of 21 billion yuan is not very big for the market of the entire appliance industry. However, if we look at the plate of the kitchen and electric appliance industry, the figure is very rosy. The key point is that this 21 billion yuan All income from the United States self-employed, rather than through the acquisition to do the addition to achieve.
Many people may not have a clear understanding of the figures of 21 billion yuan. Let me give you some statistics and compare ourselves.
1. According to the data provided by the market research agency Yikang: In 2017, the total size of China's kitchen and electric appliance market is about 95.2 billion yuan.
2. In 2016, Boss Electric (002508) recorded revenue of RMB5.847 billion. Its revenue in the first half of 2017 was RMB3,198 million, up 27% over the same period of last year. Assuming that the annual growth of Boss Appliances is 30%, in 2017, Received about 7.5 billion.
3. Fangtai is another major kitchen and electric appliance enterprise in China. According to media reports, Fangtai realized sales revenue of approximately RMB8 billion in 2016 and revenue target of RMB10 billion in 2017.
As of now, you may already understand that Midea's household income accounts for about 22% of the total revenue of China's kitchen and electric appliances.
What needs to be specially stated is that Midea's revenue of 21 billion yuan does not include the business of vacuum cleaners. In particular, Mito's revenue of $ 18 billion in 2016 included vacuum cleaners; in June 2017, the vacuum cleaner Business from the US kitchen and electrical stripping, the business annual revenue of about 3 billion yuan.If you add vacuum cleaners, the United States in 2017 kitchen electricity revenue should be more than 24 billion yuan.
Chinese kitchen and electrical appliances into the 'specialization in both' era
For a long time in the past, the kitchen electric appliance market in China has been dominated by several professional kitchen and electric utilities.
In recent years, large-scale home appliances business power kitchen electrical business.At present, China has formed a professional kitchen and electrical and large-scale integrated household appliances business 'go-fly' pattern.
Generally believed that the current kitchen market in China dominated by the four major brands are: large-scale integrated home appliance business Midea, Haier, and professional kitchen and electrical business owner, side too.The industry said the above four brands for the Chinese kitchen electric 'four big family' .
Professional kitchen and electric enterprises to take market segments, focusing on hoods, stoves and a few kitchen appliances, the product line is relatively narrow; large integrated household electrical appliance enterprises to go chef circuit line, longer product line, the implementation of multi-brand strategy , Both domestic and foreign markets simultaneously.
To the United States, for example, kitchen appliances overseas markets stronger than the domestic market revenue is more than twice the domestic market; Haier five brands - Haier, Casarte (Casati), commander, the United States GE, New Zealand Fisher & Paykel (Fisher and Pike) at the same time force strategy, the formation of the global market structure of the main, stamina should not be underestimated.
Overall, the comprehensive household appliances business advantage is more obvious, brand awareness is high, R & D investment, product variety, large revenue scale; the downside is that product reputation needs to be further improved.
Professional kitchen and electrical enterprises in the domestic market has been very good performance, side too, the boss has even become synonymous with high-end kitchen, white-collar workers have considerable appeal; the downside is that the basic market is limited to domestic and overseas is almost blank; product line Relatively short, relatively small revenue.
US four types of kitchen appliances 2017 sales first set
Microwave ovens, dishwashers, hoods, stoves, and the United States called the four King Kong 's kitchen appliances which microwave ovens, dishwashers have formed a riding off the dust advantage; hoods, stoves grow fast. Responsible person's words: 'In 2017, China's hood, stove market leader has in fact been easy to master, the United States sales of both ironclad first.'
On November 10, the total output of microwave ovens in the United States reached 300 million units and the production of the 30 millionth unit in 2017 went off the assembly line. The United States engaged in a simple celebration ceremony inside the restaurant without even inviting outsiders to attend. At the ceremony, The next phase of microwave oven goal: the next 6 years, and then achieve 300 million units of production and sales.
To achieve the first 300 million units of total output, the United States spent 18 years.
From the daily output of the US microwave kanban display dynamic data shows that in 2017 the United States is expected to reach 35 million microwave oven production and sales.
The United States in 2018 microwave oven production and marketing goals is 40 million units.
It is reported that the United States exports microwave ovens in 163 countries around the world, accounting for about 46% of the total sales of microwave ovens worldwide (75-800 million units), producing microwave ovens for almost all famous brands around the world.
According to data provided by China Customs, from January to September 2017, Midea exports 20 million microwave ovens and expects to export 28 million units and 30 million units a year, with an export volume of about 9.5 billion to 100 billion yuan.
Export microwave oven about 100 billion yuan a year is what the concept is still a professional kitchen electrical business owner appliances, for example, is expected in 2017 boss electrical revenue of about 8 billion yuan, less than the United States a high income microwave oven exports.
Please note that this 10 billion yuan sales revenue of the microwave oven, does not include the sales revenue of the United States microwave oven in the domestic market.
US domestic sales of microwave ovens around 6 million units.
Because the United States is too powerful microwave ovens, so that the global mainstream appliance business basically gave up the microwave oven production and research and development, instead of the United States under the single production.
Generally believed that the overall revenue growth of the United States to form a support kitchen, hood, stoves, embedded products such as sales rose rapidly.
According to the data provided by the United States, kitchen appliances, the United States in 2017, hoods, stove sales will both exceed 3.5 million units, '2018 the United States hood, stove, dishwasher three production and marketing goals are 5 million units.'
In recent years, the market for dishwashers in China has been rapidly started up and the market doubled year after year, with the public's concern for dishwasher products being unprecedented and the high expectations. Dishwashers are hailed as the second emancipation of manpower.
Many people also know these two years, the original beauty is one of the world's three major dishwasher manufacturers.
In 2016, Midea's total domestic and international sales volume of dishwashers was 3 million units, about three times of the total market for dishwashers in China (the total market for dishwashers in the domestic market was about 1.1 million units). You may find it weird: Of the dishwasher sales than the entire Chinese market is still large? Because the vast majority of the United States to export dishwasher overseas.
Currently, the United States dishwasher sales in the domestic market temporarily after Siemens, second.
Over the years, Midea has focused its operations on overseas markets; its strategy is now adjusted to the view that domestic market performance should be commensurate with that of overseas markets.
Midea proposed 2018 domestic revenue 'broken billions of' goal, it is based on this consideration.
'The United States has so powerful kitchen and electrical!' Many people understand the United States after the kitchen's first reaction.
In fact, it is clearer to look at the beautiful kitchen appliances in the context of the entire U.S.-based group.
In the first three quarters of 2017, Midea Group achieved operating revenue of RMB186,949 million, representing an increase of 60.64% as compared with the same period of last year; net profit of RMB14,998 million was realized, with a year-on-year increase of 17.1%.
The industry forecast: 2017 Midea Group revenue is expected to exceed 230 billion yuan, net profit is expected to exceed 20 billion yuan for the first time.
The so-called 'good shade under the tree', the rapid development of the United States of kitchen electricity, it is thanks to the good management of the group environment.
In September 2017, CorelVision (formerly Thomson Reuters Intellectual Property and Technology Group) released the 2017 Global Innovation Report: Endless Progress report, which shows that Midea ranked first in the world in the area of kitchen appliances patents.
Zhu Fengtao, the vice president and general manager of Midea Group at Midea Group, said: "We continually invest in R & D in product structure, performance, industrial design and application, regardless of cost."
A veteran reporter once lamented: 'The number of US kitchen appliances sales of many products ranked first in the industry, this situation did not happen in the peer companies, which is the United States kitchen electricity far higher than the peer business reasons.'
A few facts about the microwave oven you should know
About 1.5 billion people in China, microwave oven annual sales of about 12 million units; the U.S. population of about 300 million, microwave oven sales of about 18 million units.If the United States market as the Chinese population, then a year sales of microwave ovens should be 90 million station.
China's annual sales of about 12 million microwave ovens, what is the concept?
Let me give you two figures, and you measure it yourself: China sold about 52 million color TVs a year and about 42 million washing machines for sale.
Worldwide sales of microwave ovens sales of about 7500-800 million units a year, China accounted for about 15% of the world, this ratio is not high.
Why sales of microwave ovens in China is much lower than in Europe and the United States?
Generally believed that there are two reasons:
First, the microwave oven is invented by Westerners cookware, in accordance with the habits of Western design and manufacturing; In China, microwave overabundance acclimatized, and dishwasher, are facing 'Chinese' innovative topics.
Second, in the western countries, microwave ovens around rich products, forming a more complete industrial ecology of the microwave oven, people are willing and used to cooking in the microwave.For example: in the United States supermarket, you can easily buy microwave heating food, such as pizza and the like , Take the home on the microwave slightly heating can be eaten, very convenient; but in China, developed around the microwave less peripheral products, let alone ecological.
The kitchen in China's urban home comes standard with hoods and hobs, but the kitchen in Europe and the United States comes standard with microwaves and dishwashers.You may find it strange, but that's exactly what I want to tell you: In western countries, microwave ovens are cooking tools , Is used to cook, and its role is equivalent to pot + stove + hood; in China, the microwave oven became a hot leftovers tool, which is a misunderstanding of the function of the microwave oven.
In recent years, the products of microwave ovens have undergone tremendous changes from function to form, and the mainstream products have all achieved or been approached to achieve 'Chinese-style' innovation. In other words, there is no product-level obstacle to making Chinese food in microwave ovens. For example, Poo tofu, but tofu fragile, want to do Mapo tofu is not easy, it is much easier to make Mapo tofu with a microwave oven.
According to a gold chef experimenting with a certain brand of Steamed Cube microwave oven for three months, he concluded: 'High-end microwave ovens can make more than 80% of Chinese food, and taste and traditional Chinese cuisine close.'
What kind of microwave oven is a really good microwave oven? There is a simple method of judgment for your reference: to see if it has 'steaming' function - because 'steaming' is one of the main cooking methods of Chinese food; traditional microwave oven lack of 'steaming' Function, is an important reason why Chinese people are not used to it.
A microwave oven business executives said: "The current level of microwave oven products is already relatively" Chinese-style, "but most consumers 'views on the microwave oven are still ten years old.' We need to implement the second consumer Popular Science.