The consensus that has been reached is that it has entered the era of the "kitchen economy." The kitchen is gradually replacing the living room ten years ago and has become the protagonist in expanding the category and generating business opportunities. However, there is still a common sense that can not be ignored before this consensus: the kitchen The economy is once again thriving, its roots still in the stove.
Kitchen is the reason why the kitchen, for Chinese people, it is rising fireworks, cooking food. Cooker fire, smoke exhaust. Cooker earlier than the smoke machine, but smoke machine innovation than the scope of the stove. Since the last century 80 No matter how the kitchen economy changes, as long as traditional cooking methods are still in place, the two tools of fire and smoke will occupy the foundation of the kitchen for a long time position.
Therefore, looking back and looking at the entire kitchen electric and pan-kitchen power industry in 2017, no matter how rapidly emerging types such as embedded micro-steaming, kitchen waste disposal, and dishwashers grow rapidly, the proportion of smokestacks consumed in kitchen decoration will drop. However, as the two pillars of the kitchen, in absolute terms, the trend of steady development is still maintained.
Second warm slightly average market again pull 擢
Throughout 2017, with the consolidation of the kitchen appliance industry, the cooker category continued its warming trend in 2016. Overall, the output of industrial enterprises by the tobacco industry in 2017 was approximately 24.3 billion yuan, a year-on-year increase About 6% .Reverse to the 2016% increase of 5.3%, pick up further improvement (but we can not be ignored in 2016, we have judged, excluding the price factor, when the industrial business shipments actually negative growth in 2017, although there are still Price factors, but the significance of recovery not only reflected in sales, but also reflected in the sales volume.)
Specifically, the industrial sales of the hood reached more than 13.2 billion yuan in 2017, an increase of about 6% over the same period of 2007. The shipments of industrial stoves by the stoves exceeded 8.3 billion yuan, an increase of 4.2% over the same period of last year. From the National Bureau of Statistics According to the above statistics, from January to June 2017, the cumulative production of household smoke exhaustion range hoods in the country totaled 13,425,700 units, an increase of 8.79% over the same period of previous year, an increase of growth over the same period of previous year Increased by 5.77 percentage points in the first four months of 2017. Monthly output of household smoke exhaust hoods in our country increased month by month in the first four months of 2017. Output and growth rate dropped month by month in May and finished 2.3891 million units in June, -0.33%, output growth turned negative growth.
If the general outline of the market operation of the category of the stove in 2017, sales can be slightly warmer, the average price to raise this comment again.A comprehensive year, the entire range hood scheduling with the warm, showing the front high and then low. The overall situation for many reasons, but the objective factors can be summed up as follows:
First, the real estate operation before the high and low, a direct impact on sales operations .In January-January 2017, real estate sales area of 146,568 square meters, an increase of 7.9%, of which residential sales area increased by 5.4%, well below The sales area of public buildings increased by 26.7% and the sales area of commercial business buildings increased by 19.3%. The close attention for many years concludes that although the delivery of new houses is delayed, the sales of kitchen appliances and even the entire home appliances are synchronized with the real estate market , The relationship between the lips and teeth, which no longer need to talk about.
Second, affected by the continual environmental protection high-pressure policy at the national level, the prices of raw materials soared, and then passed on to the end products, which pushed the prices down again in 2016. From the terminal point of view, the increase was about 10%. Meanwhile, the impact of environmental protection policies Is forced to some workshops, non-brand-based operating entity unsustainable, objectively enhance the industry concentration and average price level.
Third, the promotion of consumer upgrades and supply-side reform has continuously expanded the high-end dimension of the industry as a whole, thereby enhancing the operation of the entire industry.
Side too 2017 smart lift hood
Overall, the operation of the stove in 2017, although the increase in total volume did not break away from the consolidation period, has been greatly enhanced in the quality and level of internal operation.
National Information Center for ten consecutive years of data monitoring hood is also supporting this track.
The basic structure of the brand is still basically clear orderly waves
As mentioned earlier, the industry has been fluctuating for more than five years during the consolidation period, with the industry hovering at single digits for three consecutive years since the financial crisis of 2008, except for the double digits of growth in 2013. Industry A higher level, not mainly reflected in the overall increase, but in the market survival of the fittest, improve operational quality and other aspects.
Following the further deepening of the capital level in 2016, the four major industries have basically clear the big picture.Maccalad from the listed company in the spin-off, Shuaikang Sunrise Nissan and the East after landing in the capital market, the United States through a group of kitchen appliances acquisition further Consolidate the status of integrated kitchen and electrical power enterprises, Haier formed, including Haier GE, Fishery Parker, Casa Imperial, commander of the five brand layout, if you jump out of the scope of the stove to kitchen electrical point of view, it is the kitchen economy a better look forward to , The major brands began to have heavily laid the layout.The entire kitchen and electrical industry has shown more and more ability to absorb capital and talent in the market reports and reviews of various agencies, despite the overall size of hundreds of billions of yuan, but the kitchen and electrical industry with its Good category scalability, the level of gross profit margin, the expected growth of space, the position in the entire appliance industry has been greatly improved.
From the sales point of view, the boss, the party too, the United States, Vantage, has become the recognized camp of the first, the boss, for example, according to the performance of listed companies, the boss appliances and stoves sales have more than 5 billion yuan. Side too announced at the end of 2017, the company does not tax revenue of more than 10 billion yuan (overall revenue). The United States for five consecutive years CAGR of more than 50%, the rapid growth momentum, the United States in 2017 revenues should break kitchen 21 billion yuan.Vantage after last year's adjustment, began to show a steady growth momentum, only hood + stove should also be 40 billion yuan.Overall, the future can enter the first camp stove, sales threshold should be at least 3.5 billion Yuan above.
US kitchen electric wall patent
In the second ladder, represented by Wanhe, Macro, Europe, Siemens and other brands, Wanhe has been quite active this year. On the basis of 'Wanhe' brand, Wanhe focused on the development trend of intelligence and internationalization , 000 and the newly added international brand 'Schuster' authorized by UnicalAG SpA in Italy are combined with the 'Bosch' brand to complement each other's strengths. Starting with brand building, the pace of transformation has been deepened. The 2017 sales of the Kitchen Appliances segment Over 2 billion yuan.Siemens stick to the high-end positioning, more optimistic about the growth in 2017. In particular, it is worth mentioning that the European camp, with the supporting channels of the cabinet, one after another in recent years, has risen to the second ladder has been among the tobacco industry.
This camp, represented by Germany and Italy and Europe, has also achieved good growth in 2017 through solid advancement in the strategies of kitchen electric integration and high-end smart kitchen in recent years, and it is particularly worth mentioning that Mrs. Hao, Through the comprehensive network and solid terminal activities to promote and effectively streamline dealer shipping channels to enhance the dealer's operating level, but also exercise their own team, after the increase in 2015, this is already a good wife Electric three consecutive increase.
The brand represented by Schindler and Forward has always been the typical example of regionalized survival in the brand of tobacco stove.Through elaborate cultivation and brand building in the regional market, it has become a sample of the regionalized existence and development in the whole kitchen appliance industry.Taking TCL, Hisense, Changhong as the representative, has a large home appliance group background brand, but also this year through various means, to re-positioning of the kitchen appliance market and sort out for the entire industry to provide a different competitive ideas and operational demonstration.
Schindler flat smoke box set has 6 different colors to choose from
The big pattern has been basically clear, there is still somewhere between the small ranks of diffuse unclear or each coined .This point, still in the four steps of the internal performance is more obvious.Specifically, this kind of diffuse Aspects are reflected in the differences in statistical standards (shipments, shipments of the other), understanding of categories and businesses (stove sales and overall sales of enterprises), it should be said that there is nothing wrong with such statistics Points, can each be reasonable.
Pushing up to sell more new and more rational looking for growth in addition to the stove
As mentioned at the beginning of this article, in the kitchen economy, the stove is the foundation, and using the stove as the basis to produce more categories is one of the major trends in the entire kitchen appliance industry in recent years.
Such a statement implies a double meaning.
First, there will not be any one kitchen appliance business to underestimate the location of the stove.Second, there is room for growth on the stove, will strive to obtain; the growth of the stove can not enter (mainly input-output is not enough economy, Rather than really into the impossible), will actively explore other ways of growth.
As early as in 2016, the boss's appliance put forward the strategic slogan of "Defending the Flue-cured Chimney and Winning the Embedded System" as early as 2016. The growth rate of hoods and cooktops in January-June 2017 was 12.06% and 7.64%, embedded dishwashers increased by 579%, and the growth rate of micro-steamer also doubled up. While Fangtai, Midea and Vantage further consolidate their own category of smokesticks, embedded micro-steaming and dishwashers Growth are also no less.First camp in the industry to consolidate the market position and tap the growth, greatly led the industry trend.
In the smoke machine, the whole of 2017 can be described as masterpieces both the boss of the fourth generation of large suction hood, central fumes purifier, there are too side can be launched by the lift hood; both the United States in the steam wash further , But also Vantage in the field of self-cleaning and intelligent substantive pace of the industry as a whole more intelligent understanding of the more mature and rational to the practical shift; grease on the degree of separation of the degree of smell more attention and other indicators; on the product technology to artisans Spirit to examine and polish and so on.
From the perspective of the stove, in recent years, the status of the stove in the kitchen to be re-examined. Open flame operation, safety requirements, so that the technical content of the cooker should be higher than the hood, the forest as a proponent of this view, The past year has spared no efforts to promote and even develop gas stoves with ovens. The whole industry has also made obvious technological advances in cooking appliances. There are no notable improvements in safety and energy efficiency.
Forest oven intelligent stove
In short, all these businesses are thinking more and more pragmatically about these high-end dimensions such as smartness, self-cleaning, odor reduction, grease separation, product quality, manufacturing process, energy efficiency and after-sales service High sell new and more sincerity, so as to accurately grasp the general trend of consumer upgrades, the operation of the industry has been steadily improved.An best explain the problem data is through the industry's top five brands of hairs Interest Rate Statistics We found that this figure is maintained at 30-45% level, the average price in the industry as a whole compared with about 10% increase last year.
Marketing center of gravity to move forward to build multi-dimensional force
Marketing and channel construction has always been inseparable.In a sense, talk about marketing, that is, the process of building the enterprise shipping channel.In 2017, the Internet has entered China for 18 years, the rise of e-commerce is at least the eighth year , Each enterprise's access construction has formed a more complete system.
First of all, a few years ago, "or not to do electricity supplier", "online and offline how to balance," today there is no discussion of the need to see.Most mainstream companies have built their own online and offline channels.This is to review 2017 Marketing and channel work need to talk about the first point.
At the same time, with the help of data collection, information exchange, capital transaction and other convenience brought about by the further development of the Internet, the fundamentals of the whole society have undergone major changes. To strengthen consumer data collection and shift marketing focus to become One of the highlights of 2017. Home improvement (designer), cabinets, engineering These are the industry-wide "non-standard" access is taking on an increasingly important role, especially home improvement and engineering channels, with the recent years of customization , Enhance the individual requirements, as well as the popularity of boutique decoration, the entire kitchen and electrical industry has been greatly ahead of the marketing efforts, often before the opening of the district, consumers have already begun contention.Relying on the capillaries shipped to capture market information, Integration of company resources involved in interception in advance, a good wife, Whirlpool, Vantage, 000 and a large number of brands, has already started this action. Today's kitchen appliances market, factory outlets, large group buyout, cross-border Alliance, community promotion Will be numerous, is far from a few years ago to rely on holiday price cuts comparable.
In the expansion of large-scale engineering channels, big brands no doubt have more advantages.Almost all of the leading brands, have increased the expansion of the project channels.For example, the boss appliances and Hengda, Vanke, Country Garden and many other property developers The successful renewal of which ROKI smart kitchen system successfully won the Vanke smart kitchen high-end product line, CCS contract in the country to establish 18 demonstration projects.
Central boss located in the engineering channels range hood
In 2017, the United States of the kitchen is even more by virtue of the strength of the background and a number of real estate co-operation to obtain the strength of the Chinese real estate kitchen appliances preferred brand name.In addition, the square too, Vantage, Haier and other brands have also been the real estate giants of all ages.
If the home improvement channel and the hardcover channel are the main points of sales, then the trend of moving down the center of gravity along the 34th and the 4th tier markets will still have more practical significance in 2017.
No need to waste ink to describe the number of stores opened in the 34 markets of various brands If there is still a fierce channel competition in the future or in other words, if there is room for future physical stores, then for the moment, Of the 34 markets will be no one can not ignore a plate.Perhaps in the level of shipments and shipments, 34 market is still not the main force, but relative to the first and second-tier stock market replacement and Say, this part of the market as the main form of increment is undoubtedly more realistic.
The market can enter the era of comprehensive ability competition
No longer cites such objective factors as urbanization, the second child bonus, supply-side reform, consumer escalation, etc., which have been repeatedly longing for the past year, and we need to discuss at the end of this article is the industry in the end How to enter the stage? What kind of business in the future can stand out?
First of all, from the stage of development of the industry, due to the complexity of the domestic market and the huge differences between the domestic and international markets, it is difficult to measure the four stages of the industry. We need to know that in the domestic industry, A category that has a certain basis for its development and has matured to a mature stage. The penetration rate of stoves is currently more than 10 percentage points lower than refrigerators, color televisions and other products, which means that the future of the stove market is still available Of the room for growth.No matter in the replacement-oriented cities or in villages with increased demand, this demand will be steadily released in the coming years.
Vantage 'Magic Mirror' V2 smart hood
More importantly, under the demonstration of the brands such as the boss and Fang Tai, the gross profit margin of the category of the cooker has been maintained at a high level and the price war is almost nonexistent, coupled with the complicated level of consumption (affordability) and consumption Preference (personal likes and dislikes), so that each positioning of the brand, can gather to their own consumer groups.Although the market concentration is rising, but this feature will also exist in the next few years, which is unique to the kitchen appliance industry Phenomenon, as we said in reviewing the 2016 market, 2017 is still a year with moderate growth and no ups and downs as the foundation of the kitchen, which has been quiet and constant in the hot market in recent years.
Technically speaking, the two major categories of the stove are not ceilings, and there are still room for improvement in all the dimensions mentioned above, such as the human-computer interaction mode, the degree of grease separation, the degree of odor reduction, and the energy efficiency of the cooker , Temperature control, etc., will be more demanding to examine the R & D capabilities of enterprises.Especially worth noting is that the competition between various enterprises R & D has gone beyond the R & D itself, already a set of talent competition, patent protection, social resources integration Systematic and complex project.This is particularly worthy of attention of all enterprises.
In terms of market opportunities, the further development of the Internet will bring about more convenient information exchange and more transparent communication between enterprises and consumers. The survival value of intermediate channels will face more and more serious challenges. Pursuing channel efficiency, Become the general trend of the entire industry in the next few years.In the enterprise, how to effectively establish the contact with consumers; in the dealer itself, how to put aside this change in the past stock market sentiment, to find in The positioning of the industrial chain, both sides, have a very important significance.
The market is changing, no one can determine 100% of the future trend of the industry, but some of the basic laws, characteristics, phenomena deserve our attention:
The future inspection of enterprises, will be the ability to operate in an integrated manner.Compared with the traditional large white, the kitchen and electrical industry due to the single product value is not high, the throughput is not large, there has been no air conditioning and other industries circulation, wholesale basis. Is a factory or a distributor, has always been lack of rely on a single category of survival basis.Therefore, in the kitchen and electrical industry to explore the issue of specialization and diversification in the definition of the definition itself is difficult to clarify.Foot stove as the foundation, concentric diversification The expansion, for many enterprises, has a realistic meaning.
The distance between factories and consumers has been shortened, and enterprises should have a second recognition of channel efficiency. New retail, non-standard channels, both online and offline, should all be based on the sustainable improvement of efficiency. This, everything is a short-term clouds and appearances.
Correctly recognize the escalation of consumer spending escalation Including but not limited to young consumers boarded the stage of history Conversely, talk about consumer escalation can not be limited to young consumers, rejuvenation of the brand, not just to cater to young consumers. As a family durable consumer goods, keeping up with consumer fashion at the same time, it should adhere to the original attributes of consumer durables, from improving the experience and enhance the brand culture, rather than frivolous to follow suit .This is the two pillars of the kitchen and electrical products Should be one of the key points that will continue to grow in the future.
