In recent years, the development speed of the integrated stove industry is obvious to all, with a compound annual growth rate of over 30% and a broad space of less than 5% of the popularization rate, so that large and small manufacturers flock to it. Some people worry.
According to official statistics, in 2017, the number of integrated kitchen enterprises in China was approximately 213, of which 34 were newly added but 47 were withdrawn from the industry. Apparently, with the growth of the industry and the expansion of the market, Has inevitably ushered in the survival of the fittest shuffle period.The future competition, but also will be more concentrated in the overall strength of the big names.
From January 18 to January 21, 2018, the marketing summit of Okuda Group with the theme of "double the firepower at full speed" was held in Shengzhou, capital of China's kitchenware market.
'In the past few years, there will be a clear division of the brand camp out' in the mid-to-late January 2018 Okuda Group marketing summit held in the company marketing general manager Xiong Wen used to accept the "Aiken appliances," said in an interview At that time, the Okuda Group, with its 30 years of deep manufacturing accumulation and the establishment of a high barrier in the kitchen category, will have obvious first-mover advantage. "Obviously, the elimination of the industry and the escalation of competition have made it very important for the mainstream brands It is not a bad thing.
Taking advantage of this upward trend, Okuda Group boldly proposed the slogan of 'Full Fire, Full Speed Multiplication' in 2018. 'Okuda has the chance to seize this opportunity in the integrated stove industry where the pattern is not yet determined.' 'Bear Wen said with.
Outstanding dealers across the country on behalf of representatives, as well as Okura Group, nearly a thousand high-level gathered together to seek common development plans in 2018.
To integrate the stove as an incision, Nuggets 'open kitchen'
In fact, unlike the widespread expansion of the stakes in the industry, Okuda's growth pace has been relatively steady and solid for more than three decades. Starting with production motors in 1987 and cutting into the traditional kitchen and electric industry in 1995, By 2008, it launched the integrated green stove project and determined to embark on a new journey of brand operation. By 2015, the self-developed cabinetry project will be put into operation and the "kitchen and electricity integration" market will be fully brought into full play. The company officially changed its name to joint-stock company, Plan to market ...... Every transformation and leaps and bounds in Okuda, are not radical, charismatic move, but rather set foot in the era of drums and the direction of the homeopathic.
Okuda marketing general manager Xiong Wen made his speech on stage, with his meticulous manipulation, Okuda achieved 60% steady growth in 2017.
This forward-looking strategic layout has also been vividly reflected in the tide of surge in consumer spending.When the rapidly emerging young middle-class new middle class, the demand for a single product has jumped to the point of being based on the overall quality of family life Sex appeal, as early as 2016 officially clear 'create an open kitchen' brand proposition, and the industry chain has been fully covered to the traditional kitchen appliances, integrated kitchen, integrated sink, built-in steam oven, the whole cabinet, water heaters and other kitchen full category Okuda Group, in the overall layout of the kitchen integrated, personalized customization, as well as the convenience of one-stop shopping, have fast one step, walk in the forefront of the industry.
Among them, the integration of the core interests of the point of integration has become the Okuda Nuggets' open kitchen 'to play the main role.' Review 2017, despite the 6 billion-scale integrated kitchen market, accounting for nearly 100 billion in the kitchen industry accounted for Not large, but each year to maintain a high growth rate of 34% or more, but also has a unique integrated functionality, but also very much in line with consumer demand for the pursuit of high quality of life upgrade appeal. 'Okuda marketing director over Yingjie very optimistic about the integrated kitchen Of the development prospects, 'to Okuda's 90TT steaming integration of integrated stove, for example, on the one hand, up to 99% of the fume absorption rate, can greatly improve the preference stir-fried, fume-filled Chinese kitchen environment, while the modern After the steam oven is put together, it can bring consumers more added value and save the kitchen space.
The latest terminal image and the launch of the new LOGO
Based on this, Okuda investment in integrated kitchen project has also been spared no effort.On the one hand, Jiang Wenli employed for ten consecutive years as brand image spokesman for the integrated kitchen positive voice; the other hand, the new product development has always been with the times, In 2012, the i-FIVE integrated kitchen was launched to shock the industry. In 2014, the Wizards A6 adopts a patented structure that is easy to be disassembled and washed, and will reach 1000 ℃ in 2016+High-temperature energy-intensive integrated stove, and then to 2017 90TT integrated steam cooking integrated ... ... Each is a Okuda user-oriented, adhere to the ingenious research and development for independent research .In particular worth mentioning is that the latest paragraph Four generations of integrated kitchen-90TT integrated kitchen integrated cooking stove, creating a romance in the industry as one of the first set in the market since March 2017 has achieved sales of 11,000 units of success, proved consumers Okuda Fully affirmed the product.
Product strength, brand strength, channel power, Troika Qi drive
As mentioned at the outset, the next market competition will be a real competition, aiming at a higher level and higher level of competition around the overall strength of high-quality products, good brand reputation and adapting to new consumer demand .
Okuda, who smelled this turning point early, has prepared in advance for a full-scale battle. Looking back at 2017, Okuda started the brand upgrading year of opening up a new journey. From the carefully polished and compacted products, to the brand LOGO, the terminal SI Such as the external image of the update, and then to the team building, channel development and other internal strategies return to Okuda's core competitiveness has been greatly improved for the Okuda 2018 'full-speed multiplication' scheme, 'Seemingly 100% of the large speed, but the implementation of the landing, nothing more than to continue to focus on product strength, brand strength, channel marketing force of these three marketing fulcrum, down-to-earth more detailed work.'
Okuda marketing team unveiled, full morale.
In product strength, in addition to the pioneer of integrated stove in Okuda 's "open kitchen" strategic map, as well as the traditional cigarette lighter, water heater, integrated sink, the whole cabinet and other richer product lineup as strong backing. In the year of 2018, Okuda will also launch a popular sink dishwasher to further expand its product capabilities. At the same time, Okuda has also made a vertical upgrade to this core category of integrated cooking appliances. In 2018, it will launch a brand new intelligent cooking master M1 / M2 Integrated stove.It is reported that these two products in the steaming roast on the basis of the one made structural optimization and innovation of functional development, the new intellectual magic square 3.0 air duct system, human design smart tide fluid sense of operating system, the new fingerprintless stainless steel Overall new countertops, brand new and elegant automatic lifting large display frequency, these new changes will give consumers a more diverse personality experience, kitchen life is no longer monotonous.
Brand upgrade level, the latest SI terminal image and a new LOGO release, all implied Okuda open brand new image and content to create a new journey.In the summit, Okuda also work together AQSIQ in charge of the only one The national brand magazine "China Brand" magazine and China Association for the Promotion of Brand Building, the real brand upgrade will be implemented.
Okuda Group's kitchen appliances lineup
In the channel development, in order to create a really strong marketing team, at a collective shake-up .Markets general manager of marketing to the "Aiken appliances," frankly, 'more than 90% of the replacement by the introduction of A large number of professionals from the home appliance industry, building materials industry, and the expansion of the team to nearly a hundred overseas team to fully support distributors across the country. "This seemingly drastic action, but also really fruitful, it was revealed that Okuda in 2017 Year sales achieved a steady growth of 60%. 'To be bigger and stronger, we must first marketing efforts to do real and small. Around the products, channels, the combination of the three brands will undoubtedly Okuda Group in Great speed of 2018 to build a more solid foundation. 'Bear pattern with the final emphasis Road.
