The past year 2017 was an extremely lively year for the integrated cooking industry.
First, the category has continued its rapid growth in recent years.Secondly, with the growing sophistication of integrated range products and increasing awareness at the consumer level, this segment is attracting an increasing number of Enterprises to enter, including many Haier, the United States, Wanfeng Ott and other such 'big players'.
Although also belong to the emerging home appliances, but the integrated stove is no better than the current fiery dishwashers, embedded micro-steaming and other categories, you can scratch, create and lead a new consumer demand, which is essentially the same as the traditional range hood All belong to the category of kitchen appliances. They only upgrade the fume hood functions and integrate a number of kitchen functions including gas stoves, sterilizers or steam boxes.
Therefore, from this point of view, the integrated stove can attract the giants to set foot in business to a certain extent, marking the beginning of this niche product to the general public. The future development prospects are still worth the wait.
Further recognition of products, the market continued to expand
According to the statistics of Aiken Household Appliances, the production volume of the integrated stove industry in 2017 was close to 1 million units, up 42% over 2016 and the sales volume exceeded 4 billion yuan, an increase of 33% over the same period of last year.
The reason why the market for several consecutive years can maintain more than 30% growth, the fundamental reason is that the integrated kitchen in the steady growth of the overall small kitchen electrical industry, itself has a fast-growing basis.According to the integrated appliance industry, the only listed company According to the report of the third quarter 2017 of Zhejiang Meida, the revenue in the first three quarters was 655 million yuan, up 53.86% over the same period of last year, and the net profit attributable to shareholders of the listed company was 181 million yuan, up 47.03% from the same period of last year. According to the third quarter Performance analysis, the United States is expected to close in 2017 or even exceeded 1 billion revenue, integrated stove sales will have to more than 200,000 units.
The United States is expected to reach 1 billion revenue in 2017
In fact, it is benefited from the rapid development momentum of the integrated stove industry in recent years, Zhejiang Meida's performance is also continuously rising.According to its publicly disclosed earnings report shows that in 2016, Zhejiang Meida achieved revenue 6.66 A year-on-year increase of 28.54%, realizing a net profit attributable to shareholders of listed company of 203 million yuan, up 30.21% from the same period of last year, while revenue from the previous two years (2014-2015) was 470 million yuan and 518 million yuan respectively. Net profit Then reached 138 million yuan and 156 million yuan respectively.
2014-12017Q3 List of the achievements of Zhejiang MeiDa
According to the analysis of Zhejiang Mei Da Semi-annual Report 2017, the performance growth mainly comes from the further recognition and favor of the market of integrated subdivision industry and products and the continuous growth of the industry, and at the same time, the Company gives full play to its industry leading advantages and further Strengthen and implement business objectives and departmental responsibility system, speed up the R & D and production of new technologies and new products and extend the overall health kitchen product line; further integrate the mainstream sales channels and accelerate the development and construction of emerging sales channels and engineering channels for e-commerce, and achieved The rapid growth of business, achieved good business performance.
At the same time, among the many integrated kitchen enterprises that compete in the United States, more or less enjoyed the dividends in this round of industry development. Among them, the rapid growth came from the market demand and from the consumers' Cognitive improvement, as well as a large number of blank areas from the channel investment.With the increase of new entrants, the market scale of the whole industry is still expanding.
Brand camp began to split, leading group obvious advantages
As the inventor of the integrated stove and the founder of the industry, Zhejiang MeiDa has always firmly occupied the leading position in the industry. In 2017, with its advantages in terms of brands, channels and products formed over the years, Income is expected to exceed 1 billion mark.
It is worth mentioning that the United States has always been a low profile in brand awareness on the re-planning and shooting, and in CCTV-4 Chinese International Channel, CCTV-13 Oriental Time and News 1 +1 heavyweight channels and columns for delivery; At the same time, it intensified the promotion of high-speed rail and online new media and continued to enhance its brand influence and leadership position through all-round and multi-channel brand promotion.
Yitian, Shuai Feng, Mori Song and Martians occupy the second camp of the industry. Compared with the United States, these four companies, though lacking in details, are more active in brand performance and in the past two years Have gradually come to the fore in the past 2017, their performance have made more than 50% growth, the annual sales of more than 80,000 sets, sales have exceeded 500 million yuan.
In the third echelon of the brand sales revenue of more than 100 million yuan, the annual sales of about 3-4 million units, mainly covering the brand including the United States and more, the Emperor, Itagawa, Okuda, kitchen Yitang and so on.
The next is the fourth tier of sales below 100 million yuan, this camp contains the largest number of enterprises in the integrated stove industry, the more representative is the HKUST, Chaobang, Blue Star, Purcene, etc. 2017 Although the United States, Haier, such a large group to enter, but the new brand and will not immediately on the existing integrated stove pattern, especially the leading camp have a big impact.Compared with the traditional stove, integrated stove higher technical barriers, To shape a certain influence, we must have a process of accumulation and precipitation in the product, channel, brand and so on.
2017 integrated kitchen industry brand camp
It should be pointed out that, in addition to Shengzhou and Haining two integrated industrial clusters outside the past two years slightly quiet Guangdong integrated kitchen enterprises in 2017 has been warmer, in particular Le Pu Di Si, Yung-Sheng, Chi a number of second and third line Traditional kitchen appliance brand began to focus on integrated kitchen project, unlike the Zhejiang enterprises have always opened the store line terminal model, most of the enterprises in Guangdong want to rely on previously established in the operation of the traditional kitchen electricity channel network for rapid distribution and distribution In 2018, with the sustained development of these brands and the addition of such brands as Cherry Snow, Macro and Broad, the integrated cooking industry in Guangdong will continue to be blessed, but whether to operate integrated cooking appliances with traditional kitchen appliances To be successful, it needs to be further observed.
Not difficult to find, in the current integrated stove industry in these four echelon, the first and second echelon of the leading advantage is more obvious, and gradually opened up and follow-up business in the distance.In the "艾肯 appliances" seems, despite Integrated brand pattern of the industry has not yet formed, but to participate in integrated market competition in the individual differences began to show that competition in the industry began to enter a whole new phase.
First of all, the leading mainstream brands have started capacity expansion in the past two years, and Sen Song started the construction of a new industrial park in 2015 and has now completed the construction of an annual capacity of 300,000 sets of integrated stoves. In May 2017, the second phase of the plant under construction will add 150,000 units of integrated cooking capacity and the existing 150,000 units will also have a production capacity of 300,000 units. Yida started two smart factories in 2016 Which will reach the production capacity of 400,000 integrated stoves after completion in 2018, and YEDA also recently planned a new industrial park covering an area of 670 mu and plans to add another 1 million units of production capacity. Shuai Feng The planned third phase of the industrial park, with 600,000 Taiwan integrated production capacity; then there is the United States, in November 2017 started the investment of 1.34 billion yuan, an increase of 1.1 million integrated kitchen and high-end kitchen appliances New project.
Billion steamer introduced steamer capacity of 85L steam box integrated kitchen
Second, in view of the need of further development of the enterprise and the good performance of the United States in the capital market, the second camp of brand names including billionaire, handsome abundance, Mori song and Martians all started the plan of landing the capital market. Martian seems to be the fastest, June 30, 2017, Martian IPO prospectus, to the Shenzhen Stock Exchange to be listed.It should be said that whether it is for capacity expansion, or to seek the operation of capital markets, the industry The leading camp's competitive advantage will continue to expand, the pattern of industry differentiation will also be more obvious.
Steam box models have become hot, more popular in high-end products
In 2017, the biggest focus of integrated cooking appliances on products, steam box products than the popular steam box integration is the root cause of the end-consumers have such a demand.According to a 2015 consumer survey data show , 34% of integrated kitchen users would like to add the steaming function to the integrated kitchen, so the Martians took the lead in launching the steambox integrated kitchen X2Z in 2015. Subsequently, including the Marshal Feng, Senge, Midea, Yipian and others Enterprises have followed up, has introduced such products, steamer capacity is also greater.
Now, this practical and differentiated high-end products has become a standard product of the integrated kitchen business, sales are also rising.Worth to Mars, for example, have completed the X2Z, X7Z, X3Z and Q5Z variety of steam box product layout, steam box product sales accounted for nearly half.
In fact, the sales of steam box products also represent the current trend of the integrated stove industry in the product, especially in the wave of consumer upgrades, integrated steam box models more in line with the pursuit of a new generation of consumer groups personalized, the difference And high-end needs.
In addition, intelligent and modularization are also two important development directions of integrated kitchen.At the intellectualized aspect, the main manifestation is that the product is equipped with a display screen, and is connected with WIFI for simple interaction and interaction to realize video , Communication, cooking teaching and other control experience, but with the further popularity of integrated kitchen, synchronized with the entire home after the smart, the future there will be more room for imagination.Modularity is mainly for human considerations, so that products Easier to disassemble, easier to maintain and maintain.
In terms of the prices of integrated kitchen products in 2017, the overall trend remains relatively stable with two major considerations: on the one hand, the increasingly sophisticated products and the gradual maturity of the market have resulted in lower product costs; and the other In terms of the proportion of sales of high-end products, represented by steam box integrated stoves, the increase in average sales price also contributed to the increase in average prices to a certain extent.
In recent years, various integrated kitchen enterprises are paying more and more attention to products. On the one hand, with the encouragement of the supply-side reform policy and the China-made 2025 plan, they have begun to adjust and upgrade production equipment and build intelligent factories. On the other hand, Leading enterprises gradually improve product standards and thresholds through product efforts. In 2017, Integrated Products including Billion Tian, Midea, Shuai-feng and Martians successively passed the certification of manufacturing in Zhejiang, and Yida and Shuai Feng were established Of the laboratories were also approved by the China National Accreditation Board for Conformity Assessment (CNAS), respectively, and obtained the 'National Laboratory Accreditation Certificate' issued by CNAS. Yitian is also the first place among the small and medium enterprises in Zhejiang The 'provincial government quality award' of the selection.
In the past two years, the production capacity of major integrated kitchen enterprises has been increased
Investment threshold gradually increased, the channel structure is still a single
The face of the increasing consumer demand and a large number of untapped areas, the characteristics of 'channel is king' reflected in the integrated stove industry is very obvious, investment is still almost all of the current integrated stove business is very important work in the integrated stove business It seems that only in the shortest possible time as much as possible in the country laying outlets and franchisees to survive in order to not compete in the market.
Nowadays, with the increasing attention of integrated cooking appliances, various brands have accelerated the business process of staking their money. For example, Midea, which already has nearly 3,000 terminals, added more than 150 in the first half of 2017 Of the new franchisees, Martians added 320 new customers in the past year, billion field is reached more than 550.
At the same time, companies are also constantly improving investment standards, especially in the leading camp, they are more stringent requirements for franchisees, in addition to having the right stores and some economic strength, but also valued whether there is a team And operating experience.But from the perspective of the entire channel structure, mainly around the home building materials channel to set up stores, and almost all brands are more and more emphasis on store image and experience, expecting to allow customers to stay more time.
The difference with the previous two years is that the leading brands including Martians and Billion fields have entered into strategic cooperation agreements with such large-scale home-use building materials as Red Star Macalline and Home Inn to further enhance the brand's position in the channel In addition, with the advent of the era of fine decoration, some integrated kitchen brands have also started direct contact with some real estate companies to carry out the operation of the project.
Martian rapid development in recent years become a model of high-end brands
Then there is a significant increase in online channels. In view of the good growth of e-commerce channels in integrated appliances, the two platforms, Tmall and Jingdong, have gradually realized the market potential of this new species. In 2017, they held the " Integrated stove industry summit, to further promote the development of integrated stove industry.
Terminal competition is heating up, brand promotion tends to be younger
For a kitchen appliance that is a niche and mainly relies on building materials, attracting customers and increasing sales through frequent and varied terminal activities has become a very common phenomenon in the integrated stove industry.
In 2017, terminal activities including factory purchasing, brand alliance and president's signing up are emerging in an endless stream, which will also aggravate the competition in the terminal market while effectively boosting the sales volume of integrated cooking stoves. In the same time, several integrated stove brands were gathered in one area Under such circumstances, this kind of terminal activity will result in the competition among brands of integrated cooking stoves. In the long run, this will not be conducive to the bigger integrated cake market.
However, in view of the current integrated sales channels of a single, the above competition around the terminal market will continue, which need to test each brand not only to plan more attractive to the user terminal activities, but also to compete the execution of the entire team, Combat effectiveness and other aspects of the overall quality.
In branding, in the face of an increasingly younger consumer group, in addition to inviting celebrity endorsements star celebrities, CCTV and high-speed rail and other conventional operations to enhance brand awareness, but also began to focus on the resources sought after by the younger generation Popular TV drama, such as Shuai Feng in love Fantastic Art, Tencent platform on the hit "late night canteen" and "my first half of life," two dramas, Ruyi posted, Band-Aid and inserted in the ads; Martians Successively in the two phenomenal-level hit series << People's Name >>, << Alliance Alliance >> second << Tigers Xiao Yin >> placement ads; billion field also chose Hunan Satellite TV in the annual drama << hunting >> before advertising .
Currently, a well-known consumer brand has not yet emerged in the integrated stove industry. The integrated stove enterprises also need to actively carry out brand promotion and continue to dig deep into the market in products, channels and services.
