In the past two years, the integrated cooker has become a star product in the kitchen electric industry.

The growth rate of the market maintained at more than 30% year after year, together with the succession of giant companies such as Haier and Midea, more and more people began to pay attention to this original kitchen electric power that was completely developed by the Chinese people.

This rapid development has also made the Zhejiang Midea, the pioneer in this segment of the industry, and a leading company, the focus of attention. From the outside world, as a benchmark company in the integrated cooker industry, it is in one stroke. A move will more or less affect the future development trend of integrated stove industry.

Zhejiang Meida created the integrated cooker industry and is also a leader in the industry.

In an interview with Aiken Home Appliances, Dr. Xia Ding, Chairman and General Manager of Zhejiang Meida, talked about the brand-new goal of enterprise development in the new competitive situation: that is, to establish an integrated stove as the core and build a leading overall Kitchen, healthy kitchen, smart kitchen solutions, and continue to increase investment in product, brand, channel development, etc., while maintaining the leading position of the industry, actively lead the integrated kitchen industry to make the market cake bigger and stronger.

Chairman of Zhejiang Mei Da, General Manager Dr. Xia Ding

Establishing an integrated cooker as the core, extending to the overall kitchen solution

According to the 2017 annual report released by Zhejiang Meida University, Zhejiang Meida realized revenue of RMB 1.026 billion, a year-on-year increase of 54.18%, and achieved net profit attributable to shareholders of listed companies of RMB 305 million, an increase of 50.60% year-on-year. At the same time of market performance, Midea also became the first company in the integrated cooker industry to achieve a revenue of over one billion yuan.

In this regard, Xia Ding is very proud to say: 'The revenue exceeds 1 billion yuan, which is a milestone event in the history of the development of US companies.'

Xia Ding told Aiken Home Appliances: “Since 2001, Meida has established an integrated kitchen and established it in the market in 2003. The integrated cooker has been in development for 15 years. At the beginning, only our family was silently doing. People responded, no one applauded, and even suffered exclusion. At that time, they did not even think that companies could go public and their revenue could exceed 1 billion. Today, integrated stoves can be said to have become famous, and U.S. is also standing on a new development. From the starting point, the next year will be the 40th anniversary of the founding of the U.S. conglomerate, and the 7th anniversary of the listing of Zhejiang U.S. National Congress. The Zhejiang U.S. Congress will carry out a more strategic layout and move toward the goal of creating billions of revenues.

Zhejiang U.S.A. participates in AWE2018

Specifically, Zhejiang U.S. will establish a strategic strategy for the development of leading integrated kitchens, healthy kitchens, and smart kitchens with integrated stoves as its core. In fact, from the perspective of the current business structure of Zhejiang U.S. The proportion of income received exceeds 90%, and the revenue of other projects including cabinets and clean water accounts for no more than 10%.

However, in Xia Ding’s opinion, along with the general trend of consumption upgrade and the rising of the younger generation of consumers, the articles that can be done around the kitchen space in the future are large enough to support Zhejiang Meida from integrating kitchen appliances to integrating kitchen appliances. Integrated layout of the development of the kitchen.

'In the kitchens of some developed countries in Europe and the United States, there are more than 100 kinds of products for electrical appliances. Therefore, we plan to use 3-5 years in various fields such as sinks, dishwashers, independent steam ovens, and water purification equipment. Achieve multiple series of product layouts and continuously increase their sales ratio, thus forming a strong support for integrated stove business. ' Xia Ding further said.

In November 2017, the new planning of 1.1 million integrated cookers and high-end kitchen appliances in Zhejiang Meida officially started. It is understood that the project plans to invest a total of 1.34 billion yuan, the new planned land area of ​​243.252 acres, a building area of ​​173900 square meters The construction period is 3 years. The project adopts international advanced intelligent equipment and international leading industrial Internet of things technology to build 12 high-end automated production lines, aiming to build large-scale, intelligent and visualized integrated kitchen appliances and kitchen appliances. Base. By then, the project will provide a powerful boost to the U.S.-based kitchens, healthy kitchens, and smart kitchen solutions.

In the second half of 2017, Zhejiang Meida added 1.1 million new integrated kitchen appliances and high-end kitchen appliances.

In addition, as the only listed company in the integrated cooker industry, the investment department of Zhejiang Meida has also been trying hard to find some high-quality targets both inside and outside the country for several years.

Continue to lead the development of integrated cooker industry in terms of products, brands, channels, etc.

After 15 years of development, the integrated kitchen calendar has grown from its predecessor to its current popularity, and its popularity has increased dramatically.
Level, to continue to meet the needs of users has become the key.

As far as the product itself is concerned, the integrated oven has undergone a stage of development from the ring suction down to the side suction down row, from the smoke stove to the integrated stove to the steamer section integrated oven. Nowadays, as the technologies become increasingly mature, how to The upgrading of products has become an issue that needs to be considered by various integrated cooker companies, including USD.

The direction of US-based research and development in integrated kitchen products is more consistent with the energy conservation and consumption reduction currently advocated by the country. For example, the U.S. Congress has continuously promoted the improvement of stove burning efficiency in recent years. Almost all products can now be realized in the country. Level 1 energy efficiency standards, some products have a thermal efficiency of more than 70%. For example, pollution from fume emission from indoor to outdoor is also the direction of our technological breakthrough. Although it is still difficult to achieve in a short time, U.S. To continue to invest, to make a contribution to the common challenges faced by the entire kitchen and electric industry. ' Xia Ding, for example, said, 'As everyone talks about more intelligence, the United States will follow the trend and keep up with it. I believe that with the efforts of all parties, the intelligentization of kitchen appliances will form a mature system that is recognized by users and willing to pay for them.

Zhejiang Meida displayed the latest integrated cooking products at this AWE

In terms of brand investment, U.S. has changed its conservative and low-key style in the past. On the one hand, it placed advertisements on CCTV-4, CCTV-13 prime time, and named multiple high-speed rail lines to further enhance brand influence. On the other hand, it began. Increasing emphasis is placed on the younger generation of consumer groups represented by the post-85s and the 90s, and to carry out some relevant brand actions in response to their preferences.

According to Xia Ding, U.S. is currently collaborating with a food education institution in Guangzhou, aiming to attract more attention through cuisine. At the same time, U.S. will select some of the more popular variety shows to name or Advertising, continuous increase in brand building efforts.

The official launch of the high-speed train named by Zhejiang Meida

At the channel level, Zhejiang Meida has a dealer team that is the most complete and stable in the integrated stove industry. By the end of 2017, the number of first-tier distributors of Zhejiang Meida reached nearly 1300, but in view of the integrated stoves The penetration rate in the kitchen electricity industry is still relatively low, which only accounts for about 6% of the entire kitchen and power industry. Therefore, the acceleration of channel expansion and optimization is still a key project.

First, U.S. plans to add more than 200 new franchisees in 2018. Secondly, it will focus on nurturing existing dealers. It will open new stores especially in small cities with large stores and large cities. The image store is subsidized and supported. In addition, the company gradually integrates the KA channel access rate, e-commerce support, and non-integrated cooking product sales into the assessment system to provide better guidance for distributors. In addition, U.S. In e-commerce, the expansion of other emerging channels of engineering.

Xia Ding frankly stated: 'The rapid development of the integrated cooker industry will inevitably lead to increasingly fierce market competition, but this is an opportunity that is far more challenging for USD, and USD has always been very optimistic about the future development of the integrated cooker industry. We hope that we can increase our competitiveness and at the same time, we can together with more excellent friends and merchants to make this cake in the integrated kitchen market bigger and stronger.