In 2017, the kitchen electric appliance market has achieved outstanding performance. The two-digit high-speed growth has become the most potential and growing branch of all home appliance categories. In particular, the rise of emerging consumer groups such as 85 and 90 has made dishwashers, embedded products, and other new products. The sales performance of the category far exceeded expectations. In the critical period of transition from the living room economy to the kitchen economy, how to grasp the trend of consumption upgrade to launch high-end, high-quality, high value-added products and services have become the most thought-provoking issues for companies. And Shuaikang will 5N The strategy is regarded as an important initiative for the brand's 'rejuvenation'. Specifically, the 5N strategy includes new brands, new products, new marketing, new ways of playing, and new experiences. Shuaikang hopes to enhance brand image through a series of practical actions and return to kitchen appliances. The first camp.
All along, Shuaikang has a significant position in the Chinese kitchen and electric appliance industry. Since 1996, Shuaikang has been the market share of the range hood market for several consecutive years, the market share, and the market coverage of the first three brands in the country, but After a lot of detours, Shuaikang has been newly emerged in the kitchen appliance industry, Fang Tai, Vantage, etc. behind him. At the end of January this year, Shuaikang released a new LOGO and a brand new brand image. Zhao Hongxia, Brand Director of Shuaikang Group, said, ' This means that Shuaikang changes its business strategy while adapting to changes in the times, hoping to convey new brand concepts to the outside world by changing the brand LOGO - Shuaikang is constantly seeking breakthroughs and changes to achieve a brand new upgrade.
'Refreshing' results released
AWE2018 Shang Shuaikang took a new look at the kitchen power market, and the long-awaited 'Huanxin' achievement was released with great concentration. On the product side, Shuaikang showed the wind cube hood, the wind cube gas stove, and the turbo gas stove , Integrated cookers and other products, among which Shuaikang Wind Cube hood has a number of core patented technologies. Based on the original hood-top suction structure, an intelligent sinking-type smoking cavity is added, closer to the smoke source, smoking faster, and connected in series. Techniques such as winged booster vanes and air inlet turbulence technology have provided a 'powertrain' for the hood, the hood's suction capacity can reach 27m3/min, the wind pressure reaches 490pa, the noise is lower, and there is also adaptive ventilation, and the stove and stove linkage. , Smart delay, 5S maintenance and more.
In addition, Shuaikang also showcased the industry's first wind cubic gas stove. On-site staff said that this product uses the 'four-dimensional stereo smoke collecting' can improve the smoking effect of the hood more than 3 times; and another with turbocharged The 2.0T gas stove is also eye-catching. It is equipped with a self-developed computer chip that can automatically control the speed of the turbine. Whether it is the fire or the warm soup, it will provide the best air ratio. The gas stove thermal efficiency will be increased to 75%. At the same time, the quick-sucking integrated stove and the "Shanshui 8Plus+" water heater are also new products for 2018.
This reporter learned that in January this year, Shuaikang launched a full-smart built-in dishwasher, and the pace of this product to the market failed to catch up with the upsurge of dishwashers in 2017. To this, Zhao Hongxia said that some brands had previously Having cultivated the dishwasher market for many years, but dishwashers have not yet become mandatory home appliances. Shuaikang hopes to produce the dishwasher that best understands Chinese consumers, rather than follow the trend to launch dishwasher products, which requires in-depth understanding of consumer habits and Specializing in research, dishwashers are a very large market, only in this way can they be recognized by consumers.
Zhao Hongxia said: '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 has a global outlook. It recruits top talent from around the world to help Shuaikang's products achieve continuous innovation and breakthroughs. , Shuaikang has also studied scientific research institutions in the field of aerospace engines as strategic advisors, and mastered the core technology blessings for Shuaikang. These are the core strengths of Shuaikang. ' In addition, Zhao Hongxia revealed that Shuaikang will increase investment intelligence from 2018 to 2020. Manufacturing, to provide more support for the company's future customization, integration and smart kitchen. It is understood that in the core technology research and development and product innovation, in 2017, Shuaikang developed 110 new products and projects, applied for 25 patents, and granted 16 patents. Among them, 5 are granted for invention patents.
In the future, Shuaikang will build 1,000 O2O experience stores in major cities across the country, through the integration of resources, open up new e-commerce channels to undertake new retail models, increase sales opportunities while promoting inventory turnover of operators, and ultimately keep pace with the times. 'Innovation' and continuous iterative optimization of the 'experience' for cross-border integration, to create smart and efficient online and offline Shuaikang new retail system.
Do not make short-lived products
According to China Yikang estimation data, in 2017 China's kitchen electricity market continued to maintain steady growth in traditional kitchen and electric appliances. Among them, the range of range hoods, gas stoves, and disinfection cabinets increased by 12.8%, 11.5%, and 8.8% year-on-year, respectively. The categories maintained a high growth momentum. For example, the dishwasher market reached 4.33 billion yuan, an increase of 119% year-on-year. The embedded kitchen power market reached 6.57 billion yuan, an increase of 38.1% year-on-year. In comparison, the kitchen and electric market has not yet entered a mature period, and the development space is still huge. For home appliances, the most growth potential of the home appliance industry, how can the home appliance companies not feel excited? In addition to the boss, Fang Tai, Vantage and other professional brands in the market to play ' In addition to the card game, Haier, etc., a comprehensive household appliance giant, is also gearing up to plunder the market.
With the awakening of people’s brand awareness, a good product plus a good brand can create a “word of mouth” effect among consumer groups. Shuaikang has also gained some praise in the brand's 'refreshing' process. Recently, Shuaikang has achieved 3.15 in 2018. In the survey on consumer electronics service satisfaction with integrity, the survey results reached Grade A and above, and was awarded the honorable title of Consumer Appliance Service Satisfaction and Honesty Enterprise in 2018. At the same time, Shuaikang also tried emotional marketing in marketing, trying to In addition to establishing a more intimate emotional connection with consumers, in addition to high-speed rail advertising, sports marketing, and socialized communication, Shuaikang will also join CCTV's 2 sets of “Going Home to Eat” section to recruit highly skilled chefs across the country, passing Home to eat, Shuaikang companionship' to increase brand temperature.
As Shuaikang's '5N' strategy continues to deepen, Shuaikang is also trying to establish itself as a learning enterprise. On April 2nd, Shuaikang University was formally unveiled and established. Shamcon Brand Director Zhao Hongxia is the president of Stanford University, Sunrise East Group Chairman Sun Jianyang, president of Xu Xinjian and Shuaikang Electric, was honorary president. Sun Xianyang stated: 'As Shuaikang’s revitalization speed accelerates and the external new consumption environment changes, Shuaikang puts forward new requirements for talent team and organizational capabilities. To strengthen Shuaikang's culture, and the establishment of Shamkang University has laid a good foundation for Shuaikang's new strategic development.
At present, the kitchen and electric market is selling nearly 600 brands, but most of the markets are dominated by several powerful brands. Although the industry has not yet formed a very stable brand pattern, the 'stronger stronger' drama is renewed in the kitchen power market. Staged. From the perspective of competition, kitchen power has evolved from the simple cost-effectiveness of the past to brand, quality, product, technology and other factors. For the fiercely competitive market environment, Zhao Hongxia stated that for Shuaikang, 2018 The most important thing is to penetrate the 5N strategy, and to make new marketing, multi-channels, and new retail products deeper. Zhao Hongxia believes that 'the market power of the kitchen electricity industry is huge, even if all the brands add up is nothing but the 'tip of the iceberg', kitchen electricity essentially. Is a durable consumer goods, products need a long life cycle to get consumer recognition, is still the era of products is king, Shuaikang will not short-lived products.