In the long history of China, there have been several times when the heroes came one after another, the masters came forth, and the Canhosa River existed in the Spring and Autumn and the Warring States Period, the Wei, Jin, Northern and Southern Dynasties, and the Republic of China.
Now China's kitchen electrical industry, is in that era.
Look back on 2017, kitchen electrical industry bustling extraordinary new products after another endless stream, the strategic concept of updating and upgrading, the channel layout in-depth promotion, specialties profound knowledge.With the support of a hundred companies strategically contend, the industry status of the hegemony hegemony also trigger.
On December 27, 2017, Fangtai Group announced that its sales revenue (excluding tax) of Fangtai Kitchen Appliances will exceed 10 billion in 2017. In early December, Midea proposed the target of exceeding 10 billion domestic sales in 2018 and the industry forecast that the Company's kitchen appliances 2017 The annual sales revenue will exceed 21 billion, of which the domestic market revenue will exceed 8 billion; the data provided by the boss appliances, according to the size of the market, only the boss electrical brand sales in 2017 reached 13 billion; Euromonitor International data, Haier 'Chef Electric' in the first three quarters of 2017 global sales of the first.
Judging from the existing data provided by all parties, there is not yet an overwhelming advantage for the kitchen and electrical appliance enterprises. This is also the most representative period in the golden development period of the Spring and Autumn and the Warring States Period.
Golden age
2017 is the year that kitchen and electric appliance industry of China started a new era.
In the traditional category of structural optimization and upgrading, the emerging explosive growth in emerging situations, 'kitchen economy' curtain started slowly, the Chinese kitchen electric market exceeded 100 billion scale close at hand.
According to the data from January to November 2017, the total scale of the kitchen and electric appliance market (8 products such as fumigation, steaming, washing and embedding machines, etc.) reached 89.7 billion in January-November 2017, an increase of 15.4% over the same period of last year. The overall size of the market in 2017 will reach 95.7 billion. If we count sales of more than 4 billion in the integrated kitchen market, the kitchen appliance industry will officially enter the ranks of the big market of billions of billions.
Wang Yiqiang, research director of Zhong Yi Kang Kitchen & Electric Appliances Division, believes that the kitchen and electric appliance industry is in a golden era of new and replacement coexistence and development. Such a format is in perfect harmony with the trend of quality consumption and jointly drives the rapid growth of the kitchen and electric appliance market.
National Bureau of Statistics survey data show that, In 2016, the number of inhabiters per 100 cooker hoods in the country was 48.6 units, that of 93.5 units for every 100 refrigerators and 90.9 units for every 100 air conditioners. Compared to other home appliances category, the popularity of kitchen appliances is still the market development initiative, the future development potential of the industry is still further release.
While the potential for universal acquisition continued to be released, the trend of product structure optimization was also very clear. The monitoring data of Zhong Yikang showed that the average market price of range hoods in the first half of 2017 increased by 10.0% over the same period of last year, while the price range of more than RMB4,000 range hoods Retail sales growth is excellent. In addition, the big suction, big screen, intelligent interconnection of the hood products popular.
It is understood that in 2016 Fang too 'Star Cube' range hood demonstration, the boss, Vantage, the United States and other companies are aggressively attacking million yuan market in 2017, constantly refresh the price border.This seemingly 'crazy' The move is precisely the concrete manifestation of the major corporate social conflicts, competing to optimize the product line layout.
Fight crowded
2017 is a far-reaching year for the layout of China's kitchen and electric utilities.
In addition, the United States and Electrolux also signed an agreement to introduce high-end brand AEG, while its acquisition of the Toshiba brand is also frequent moves in the field of kitchen appliances; Haier Undertake the development strategy of UFHK electric kitchen to create a new kitchen status through such measures as brand cluster, scenario development and complete set solution; while the other side launches the kitchen with the help of sink dishwashers and 'driverless' hoods, Love letters' to convey the brand's temperature; boss electrical while developing hundreds of billions of engineering markets, while interpreting the 'meaning of cooking'; Vantage 'wisdom +, more love' brand strategy upgraded to 'smart +, fashion house', continuing the kitchen Life scenes and experience upgrades; million and a comprehensive upgrade of brand strategy, through leading technology to create intelligent, comfortable, light luxury lifestyle; MACRO self-deconstruction and rejuvenation, the technology and art as the title song, build 'music kitchen' life ; Shuaikang put forward '5N strategy', intended to pass the new brand, new products, new marketing, new ways of play, new experience renewed glory.
In the face of high profits from kitchen appliances, vested interests continue to 'build walls and store a wide range of food' while forces outside the siege continue to be geared up.
It is understood that millet ecological chain business has officially entered the kitchen cooker package through smoke stove industry.Samsung is to verify that the industry bodies to verify the status of China's kitchen electric market, combined with Foxconn powerful Sharp also kitchen, small appliances produced Strong interest.
'In the field of kitchen and electric appliances, there are fires in the past two years, and we are also studying and researching on the kitchen and electric appliances business.' 'During an interview with China's power grid, Yuan Xuezhi, chief marketing officer of Foxconn Technology Group, said in 2018 that in addition to continuing efforts on black and white products In addition, Foxconn and Sharp will conduct research and exploration in areas such as kitchen appliances and agricultural Internet to integrate, integrate and integrate home appliances.
A hundred schools of thought
2017 is also the kitchen enterprise development path of maturing, forming a year.
To Fang too, the boss, Vantage as the representative of the professional kitchen electrical and electronic enterprises, more is clear on the basis of brand tone, mining 'know the rich' habits and needs of people to upgrade products.With Haier, the United States as the representative Comprehensive appliance business, more is in the multi-brand, multi-dimensional operation based on the future to create kitchen ecosystem.
Such as the boss appliances, on the basis of deepening the high-end tone, lock the young new middle class and 'redefine the product', through the continuous infusion of health, convenience and fun concept to create a beautiful kitchen trip; and Vantage anchored 'knowledge rich class ', Abandon the curing impression of age, income, area and so on, with the values, culture, hobbies, the concept of consumer convergence to find the real user pain points; and too too the product and brand' love, degree 'organic integration , Continue to create kitchen aesthetic life.
For the United States 'future kitchen', not just intelligent, embedded, integration so simple.
Liang Zhengtao, head of embedded marketing at Midea's kitchen division, said that Midea will accelerate the application of future kitchen scenarios through five new routes: 'new cooking, new design, new products, new content and new embedding'. , That is, changing the 'negative situation' of traditional kitchens, reducing smoke fumes and releasing both hands through a series of comprehensive measures. New designs and new products, that is, zero-distance contact with consumers in the whole process of product development and design before, during and after the project Continuous interaction and continuous product upgrade iteration; new content, namely, the establishment or joint professional departments and agencies for food research, recommended custom health recipes to create convenient and accurate cooking experience and taste enjoyment; new embedded, that is, through the force embedded Kitchen appliances, continue to create a space-saving, clean and beautiful overall kitchen.
And Haier's things great chef, in addition to the brand cluster, the scene of things, set of solutions to these three matrix, there are other dimensions behind thinking.
Haier global planning general manager Xue Guang-tung told China Home Appliances Network, Haier horizontal extension of the brand, category, according to the global cooking needs of different regions, to develop different key product promotion, research and development path; longitudinal aspects of the cooking process to create Food procurement, food pretreatment, kitchen cooking, kitchen cleaning integrated solutions.
In the above point of view and development path, Lin put forward the concept of 'break away from home', that is used to subtract the way to create a fine kitchen.
'Off that cut off unnecessary things, give up the extra waste, away from the obsession with foreign objects.' Shanghai Lin Limited Marketing Division, deputy director of Jia Jian-bing, said the kitchen to subtract the two paths Is the functional integration of products, cross-industry cooperation.
Functional integration of the product is generally represented by sink dishwashers, micro-steaming machines, integrated stoves, etc. In addition, the oven in the forest integrates functions of a gas stove, an oven and a rice cooker, and is also a typical example of product functional integration The organic integration of kitchen appliances and cabinets is an excellent route for cross-industry cooperation.
Macro variables
In addition to the periodic nature of the kitchen appliance itself, as well as the contention and hegemony of the kitchen appliance enterprises, real estate regulation and control, raw material prices and channel formats are also important variables that affect the development of the kitchen electric appliance industry.
In the Yikang data show that the current top ten offline retail brand share of 86.6% of retail, while the same brand in the online retail market share of 83.1%.
Wang Weiqiang that, after just a few years of development, mainstream kitchen and chef brands online and offline share is almost the same, kitchen and electrical power companies will focus on the channel from preempted online traffic to balance the two-lane brand tonality stage, through Adjust product mix to promote double-line integration, to achieve common prosperity and co-prosperity.
In addition, as tier-one and tier-two cities are greatly affected by real estate regulation, sales growth and share of tier-three and tier-four cities continue to rise, with many executives from kitchen and electric utilities telling China's household grids to consolidate and deepen the potential of primary and secondary markets and cultivate tertiary- Potential, actively channel sinking will be a new normal kitchen appliance business.
It is reported that by the national policy and the impact of market factors, the purchase price of raw materials all the way up to the kitchen electrical and electronic enterprises Profits have put a lot of pressure.
In many interviews, China's home appliance network learned that apart from adjusting the terminal selling prices of products, the enterprises share the risk by establishing and improving a strategic supplier system on the one hand, and continuously optimize the product structure to increase added value.In addition, many enterprises But also by improving organizational structure, promotion of smart manufacturing and other ways to improve operational efficiency, offset the adverse impact of rising raw material prices.