In 2017, the integrated stove market together with dishwashers, wall-hung boilers and other three species, can be regarded as the most dazzling products in the kitchen and bathroom market. In terms of integrated kitchens, although the retail sales of the industry are currently less than 10% of the retail volume of the machine, However, the integrated cooker industry has aroused great concern in the kitchen appliance industry this year. On AWE2018, Shenkang, a 35-year veteran brand of deep kitchen appliance industry in China, has also announced its entry into the integrated cooker market and has made its debut in the integrated kitchen.
Ambitious into the field of integrated kitchens
On March 9th, Shuaikang announced on the AWE2018 that it would enter the integrated cooker field. This is the first time that Shuaikang has entered the market of integrated stoves. It has launched the Shuaikang fast-sucking integrated stove, which can exhaust fumes for one second.
With regard to the reasons why Shuaikang began to get involved in the integrated stove business, Zhao Hongxia, Brand Director of Shuaikang Group, explained to the reporter of China State Grid Corporation: 'No company is immutable. Companies must constantly adjust and expand their product categories in accordance with changes in market demand.' Zhao Hongxia believes, Compared to other integrated cooker manufacturers, Shuaikang will rely on its deep accumulation in the kitchen electric industry for many years and will have a more competitive advantage.
Zhao Hongxia Brand Director of Shuaikang Group
Zhao Hongxia said that the positioning of Shuaikang Integrated Kitchen is a high-end integrated kitchen customization expert. Shuaikang is the first professional kitchen electric brand to enter the integrated cooker industry, and is also the first consumer brand to truly enter the integrated cooker industry. Shuaikang is in the integrated kitchen area. Has a very large market development space.
In an interview on March 9th, Zhao Hongxia revealed to China National Grid that Shuaikang’s sales target for 2018 was 2 billion (doubling over the previous year), of which, the sales target for integrated cookers was 200 million. 'Shuaikang is a consumer brand. That is, the public awareness of the brand, compared to only the industry is known to the public in the industry brand, Shuaikang has the inherent advantage of reaching consumers. ' Zhao Hongxia said.
At this year's AWE, Shuaikang not only released the flagship new Stanley KBA product and its integrated kitchen products, but also launched its new dishwasher. Zhao Hongxia told reporters that in the research and development of dishwashers, Shuaikang will not follow suit. , but to concentrate on research and development, combined with Chinese cooking habits, to really produce a dishwasher that meets the needs of the Chinese people. Zhao Hongxia revealed that Shuaikang will launch a dishwasher that can partition wash a small number of dishes and small bottles in the second half of the year. Zhao Hongxia believes that consumers have a change in their understanding of dishwashers. The dishwasher industry has a lot of room for the future. The future market has great potential.
Brand positioning high-end 12 words outline new Shuaikang culture
In the new era of Shuaikang, the positive drum thunder opens the brand new journey. “Shuaikang puts forward a new position in 2018: 'Shuaikang masters the core technology'. The positioning of the brand is high-end, quality and professional, and the brand positioning is very clear. In the interview, Zhao Hongxia repeatedly emphasized the new brand positioning of Shuaikang.
Shuaikang AWE2018 Booth
According to the reporter's understanding, after formulating a high-end strategy for brand positioning, at the end of January this year, Shuaikang Electric released a new logo and a new brand image. Zhao Hongxia said that the consumer groups are younger and the whole world tends to be more simplistic. It is also adapting to changes in the times to change its business strategy. 'Shuaikang hopes to convey Shuaikang's new brand concept to the outside world by changing the brand LOGO - Shuaikang is constantly seeking breakthroughs and changes to achieve a brand new upgrade.'
In the recent interview, Zhao Hongxia used results-oriented, simple and efficient, integrated innovation and 12 words to summarize the new Shuaikang culture. Zhao Hongxia explained: 'Results-oriented, means that the products developed are ultimately presented to truly solve the pain points of consumers; simple and efficient. , means that communication should be efficient, management should be simple, form the external evaluation internal, front-end service front-end, change of management thinking to service thinking; integration innovation, means that Shuaikang will keep pace with the times, use the power of capital to make the brand bigger. With multi-cultural integration, the team inspires innovative thinking and allows innovative thinking to create a new journey for the new journey.
Currently, the kitchen and electric market is growing at a double-digit rate, and the high-end kitchen and electric market has become the territory for all companies to compete for hunting. The professional kitchen brand owner, Fang Tai, Vantage, Haier, a comprehensive home appliance giant, and the United States are all ambitious about the high-end market. Although the kitchen food market cake is tempting, the market is very fierce. In such a 'jungle', how does Shuaikang break through the beautiful media cause the attention of reporters.
Regarding this question raised by reporters, Zhao Hongxia responded by saying: 'Shuaikang's high-end market positioning carries high quality and high service. High quality relies on high technology. Shuaikang not only owns many core technologies, but also looks to the world and recruits top talent from around the world. Helping Shuaikang products achieve continuous innovation and breakthroughs. At the same time, Shuaikang has also studied scientific research institutions in the field of aerospace engines as strategic advisors, and has mastered core technology blessings for Shuaikang. These are the core advantages of Shuaikang. ' In addition, Zhao Hongxia revealed that Shuaikang 2018 By 2020, we will increase investment in smart manufacturing to provide more support for the company's future customization, integration, and smart kitchen.
2018 Continue to Promote '5N Strategy' Everyone in the Kitchen Electricity Market has an opportunity
China National Grid Reporter was informed that the strategic deployment of Shuaikang in 2018 has the following three aspects: 1. Continue the focus of work in 2017, continue to run through the '5N strategy', and make new marketing, multi-channels, and new retail services. 2. , Implement the plan of 'One Thousand Shops at Qianxian Town' in the country, increase the distribution of markets in Guangdong, Hainan and other markets so that more consumers can purchase Shuaikang's products; Third, develop more technologically-content products , Enhances the operability and experience of Shuaikang products.
Shuaikang AWE2018 Product Launch Conference
At present, Shuaikang, who is on the brand new journey, is steadily advancing its market strategy. Although there are many players in the industry, Shuaikang is full of confidence in its future development.
Zhao Hongxia explained to reporters that in terms of popular demand, the Chinese market has a large capacity, and the kitchen appliance products such as gas stoves and hoods are still low in the rural market in China, compared with the market scale of 100 billion in the color TV industry. There is still much room for development in the electricity market. In terms of product renewal demand, consumption upgrades, second-child policy, and demand for purchases after the 90th have lifted new demand in the urban market. Zhao Hongxia believes that companies at the current stage should focus on the first In order to dig out the potential blank market and make China's kitchen electricity market bigger, only the entire industry is prosperous and consumers can benefit, so as to better promote the sound development of the industry.
While urging the industry to work together to make the overall market size of chefs, Zhao Hongxia also emphasized: 'Now in the kitchen electric industry, there is no real overlord. Kitchen electric brand market sales have only opened up in recent years, but the current The competitive environment is also forcing companies in the industry to send out stronger development dynamism. The kitchen and electric industry is still in the era of 'products are king'. In the era of melee, everyone can change lanes.