With the steady growth of the kitchen and electrical industry, Haier, the United States and other comprehensive appliance giants have allied up the kitchen electric market, and the layout of multiple categories, the rapid harvesting market .As a vertical kitchen giant, Fang Tai encountered more Pressure nail technology that in 2018 China's kitchen electrical industry competition will basically maintain the trend since 2017, Haier US will continue to lead the market, and the formation of a greater squeeze on the boss side too.
Hundreds of billions of market space is still great
According to China Yikang data, from January to August 2017, the scale of the kitchen and electric appliance market reached 61.8 billion yuan, an increase of 16.1% over the same period of last year, and the annual market of the kitchen and electric appliance industry will reach 96.8 billion yuan. According to the average annual growth rate of more than two digits In 2018, the kitchen electric appliance industry will continue to surpass the threshold of 100 billion yuan and approaching 150 billion yuan.
From the development trend of the industry, the kitchen appliance market still has a lot of room for development:
First, the new category of small appliances into the fast lane.In recent years, with the 'lazy economy' prevalence, to dishwasher, broken machine-based new category of small appliances has also been touted by consumers. Yok Hong data show that from January to November 2017 retail volume of the dishwasher market, respectively, amounting to 90.2 million units and 3.95 billion yuan, is expected in 2008 the annual retail sales of dishwashers reached 8.9 billion. And the dishwasher market is similar Last year, broken wall machine market is also very good development.According to Orville cloud network data show that in 2017 the wall machine market size capacity reached 6.5 billion, accounting for the health care products market share of more than 3 percent.
Second, the trend of high-end kitchen appliances upgrade is obvious on the one hand, under the upgrade of consumption, the pursuit of quality consumer life boom continues to drive the kitchen electrical industry toward more high-end, more quality direction; the other hand With the advantages of high-end technology, China-made kitchen electric appliance enterprises continue to introduce high-end products and explosives and maintain the momentum of rapid development in the market.
Thirdly, the favorable conditions for the release of demographic dividend and the urbanization are still under way.In recent years, the rapid development of kitchen and electric appliance industry has benefited mainly from the release of demographic dividend, and under the stimulation of various favorable policies of the country, the potential for urbanization in the second and third tier cities has been fully activated, The return of more people working in first-tier cities has also increased the demand for kitchen appliances.
Haier America accelerated lead
While the market continues to expand, the competitive landscape changes quietly, especially since the rapid development of Haier and Midea makes vertical kitchen giant Fang Tai and his boss feel pressured.
According to Zhongyi data, the total size of China's kitchen and electric appliance market is estimated to be 95.2 billion yuan in 2017. Officials from the U.S. government expect the revenue of the kitchen and electric appliances business to surpass 21.0 billion yuan by 2017, accounting for about 22% of the total revenue of China's kitchen and electric appliances industry. Haier announced data, chef revenue in 2017 also exceeded 200 billion yuan.
Compared with the United States, Haier, the square too, the boss's revenue seems a bit 'embarrassing.' According to the official data show too square side kitchen sales in 2017 exceeded 10 billion sales, has been very rare.As one of the kitchen giants boss performance Even worse than the side too, according to industry analysts, the boss electrical appliances estimated growth rate of 30% for the year 2017, the boss of the total revenue of about 7.5 billion electrical appliances.
From the above data is not difficult to see that only the United States a kitchen electrical household operating income than the boss, the two parties too much revenue last year and more.
The United States, Haier based integrated appliance giants in the field of kitchen appliances has shown greater competitive advantage:
First, the comprehensive brand kitchen appliances strong, well-developed channel system.First, starting with white Haier, the United States and other brands, already well-known, with high visibility in the field of white goods, kitchen appliances quickly open the market; Second, the channel is mature , With the main channel of the party too, the boss is different, in addition to online and offline channels mature, Haier, the United States also has a mature overseas channels.
Second, Haier, the United States strong technical research and development capabilities. Haier, the United States has always increased technical input, by virtue of superior product technology, quickly seize the market.As the United States, for example, only the steam wash smoke machine layout of 68 patents, and colleagues Enterprise layout related patents no more than 10. The entire Midea Group R & D personnel more than 10 million, five years of R & D funding exceeded 20 billion yuan. "2017 Global Innovation Report" shows that in the field of home appliances, the number of invention patents for the United States stable for three consecutive years The number one in the world, of which home appliances and kitchen appliances are the top two patents.
The boss is too pressured
With the acceleration of Haier and Midea, the pressure on the traditional vertical kitchen and electric giant based on the side and the boss will be under increasing pressure.
In the dishwasher market, the United States by virtue of excellent technology and the traditional giant close combat and achieved remarkable record.According to public reports, from May to October 2017, the United States with a living water with frequency washing characteristics of the sink to wash the dishes It has sold 100,000 units in five months and may account for more than 10% of the total market sales in 2017 for this single product.
At the same time, in the hood market, the United States, Haier also by virtue of their excellent quality made remarkable achievements.
In addition to Haier, the United States too much pressure on the other boss, vertical kitchen appliances brand of the second camp, but also to take appropriate strategy to form the other boss too catch-up trend.
Taking Vantage as an example, Vantage has won the Red Star award for its products with superior design capabilities, and has diversified its products, while leading the new consumer trend while enhancing market competition. In technology, the people-oriented 'white technology' concept was proposed.In the Internet era, Vantage developed a series of intelligent kitchen appliances to meet the needs of users from the user's pain points and use scenarios.From the revenue perspective, Vantage revenue in the first three quarters of 2017 exceeded 4 billion yuan and the difference between seeing the first-camp boss and the boss of the first camp for the whole year will not be large. It is quite possible that the revenue will hit billions in the next one to two years.
To sum up, we can see that in the ever-expanding kitchen and appliance market, the comprehensive home appliance giants have gradually taken the dominant position in the market. The employers of the proprietors have been blocked by the United States too, followed by Vantage to catch up and the overall pressure is serious.