The influx of influxers and diverse corporate backgrounds have made the competition in the integrated cookery industry increasingly fierce and interesting. The industry integration since the beginning of the integration of stoves and the fifteen years since the birth of the integrated kitchen, the differentiation of marketing ideas , gradually formed the two major factions in Zhejiang and Guangdong. In recent years, the rapid development of the subdivided categories showed that the enterprises of integrated stoves in Haining and Luzhou in Zhejiang Province have performed particularly well. The transition of consumers' universalization stage enables integrated oven manufacturers in these regions to have a certain degree of technological advancement advantages.
Nowadays, as the identities of inbound players have become more diversified, including home appliance companies, Haier, Oaks, and the owner of kitchen and electric appliances, Fang Tai is keeping an eye on this type of market. Shuaikang is directly introducing new high-profile products to enter the market. There is no shortage of OPPs with a deep customer base in the kitchen and kitchen area, as well as a variety of other new integrated oven brands. There is no doubt expanding the territory of the integrated cooker industry.
Deputy General Manager of HKUST Electrical Appliances Zhao Jinzhou
For the company's integrated cookers in Haining, Zhejiang, it has always adhered to the concept of 'scientific and technological differences' over the years. On the one hand, it has had many years of R&D and manufacturing experience in the field of integrated ovens, and it is in the forefront of the Haining plate; on the other hand, Expansion of team members to dig channels, and at the same time, it is also an early start-up company in the industry. It can be said that there has been many years of 'experience' experience in the integrated kitchen area. This time, asked about the feelings of the impact of the new forces, the executive vice president of HKUST. Zhao Jinzhou, general manager of the company, discussed his own views in light of the company's own development plan, stating that 'for cross-border competition, every industry and product has its own threshold and characteristics, everything is done by people'.
Rational thinking under the full competition in the future
Like many companies, HKUST first displayed a welcoming attitude toward predictable competition in the industry. Zhao Jinzhou said in an interview with Aiken Home Appliances, 'First of all, I think this is a good thing, whether it is a market user or not. From the perspective of brand manufacturers, they are all paying attention and are optimistic about the integrated kitchen products and their market performance has gained more recognition, further illustrating that the integrated cooker industry has a promising future and is beneficial; secondly, although more big brands will enter, Increase competition in the market. But at the same time, in the process of competition, the market cake will also be made bigger. For the industry itself, it will be able to gain more sound and create more market space for the industry.
In the past year, the overall growth rate of the integrated cooker industry was over 30%. Although the integrated stove industry volume of more than 4 billion yuan is still limited compared with the 100 billion kitchen appliance industry, its industry growth, related products The advantage of function, the adaptability of the open kitchen, still corroborates the good judgment of the industry. It can be foreseen that there will still be many new faces in the process of the industry's continuous development and reshuffle.
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At the same time, Zhao Jinzhou also put forward a number of different views, pointing out that no matter how large a company is, how much financial strength it has, it cannot be separated from its own industry characteristics. In addition, it integrates the unique building materials channel attributes, and many home appliances. Unlike traditional kitchen electric “playing methods”, this is determined by the product attributes and genes attached to the industry. Integrated stoves, sucked into the side suction lower row, from the sterilizer section to the popular steamer section today, Steaming and roasting machine, smart machine, behind which has formed a professional technology and services, constitute a professional and complete industrial chain.
'Professional barriers began to evolve into the company's own 'moat,' Zhao Jinzhou said. 'Big companies need to come in and do well, and they have to pay a lot, such as adjustments in the layout of professional talents, investment in technology research and development, conversion of marketing ideas, etc. Need a process. If you simply test the water, do not concentrate on digging, it is difficult to do a good job, After all, now the threshold of the integrated kitchen industry is rapidly improving.
Do current active expansion under this
It is precisely because of this understanding that HKUST’s focus on competition is to focus on the orientation of the company that focuses on integrating the main business of stoves. The intention is to 'travel' to the opposite shore as soon as possible, as soon as possible before the full advent of a competitive tide, to make itself bigger and stronger. Corporate moats, opening the gap with latecomers.
In 2017, HKUST’s integrated stoves achieved excellent results in activities and training, channel investment and advertising, management and culture, expansion and upgrades, share reform and listing, and the performance of HKUST’s integrated stoves doubled year-on-year. The increase was more than 300% year-on-year, which created the record of the company's best performance growth over the years. This undoubtedly opened up a good start for the industry's tug of war in 2018.
In order to outperform the market and make it on a large scale, HKUST will obviously not lower its growth stance. 'We must not only do a good job of products, make features, and lay a solid foundation; we must also make detailed channels, dealers, e-commerce, and projects. Channels, etc., to make full use of the power; to strengthen service and brand promotion to form a word-of-mouth effect. ' Zhao Jinzhou said that if you want to win in the competition, it is not as good as it is better. The 2018 HKUST has a lot to do.
HKUST's integrated kitchen appliance with video screen, providing WIFI wisdom, listening to songs, recipes and other intelligent functions
To this end, in terms of products, HKUST adheres to the direction of “high value, humanity and intelligence”, continuously expands its R&D team and investment, and introduces outstanding industrial design talents and professional cooperation institutions to enhance the product's face value; humanization function , For wind noise, fume extraction rate, structural modules continued to optimize and upgrade. For example, at the previous Beijing Construction Expo, the author saw the integrated oven introduced by HKUST with self-cleaning function, and also equipped with a security system, automatic flameout protection device, Automatically cut off the gas when the flameout, to prevent gas leaks, the new Q5 integrated stove, flip adjustable angle range is larger, the effect of the cage smoke is more ideal; starting from the consumer's most primitive needs and pain points, so that they fully feel the convenience and safety.
According to the feedback from the Marketing Department of HKUST, the company will continue to increase R&D investment in 2018, and there will be a series of new products featuring HKUST's characteristics. Zhao Jinzhou said, 'These new products all have their own R&D and independent production, and last year the company also purchased about 300 mu of products. Land planning to build a new factory to cope with the increasing demand for production capacity. The new factory is designed to be fully automated and intelligent.
In 2018, at the level of channels involved, HKUST’s attitude was also very clear: To continue to maintain a rapid expansion trend, not only to speed up investment, but also to strive to double on the existing basis, and select strength clients that are consistent with the development concept of HKUST. Cooperation; Pay more attention to raising business, guide and support a batch of tens of millions of large business. At the same time, strengthen the in-depth operation of the terminal, sinking and intensive cultivation, and further increase market share.
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At the previous annual dealer summit, Zhao Jinzhou had already summed up these measures as a company’s need to “Go, Get into, Go to the Sea, and Empower”, and to carry out a coordinated and comprehensive implementation of products, channels, publicity, and services. In order to improve the company's advantages, after all, in the chaotic competitive situation, as long as the company chooses the right one and chooses the right direction, it must 'follow the situation, saturate the attack', develop and lead quickly, and build its own moat.
