Kitchen appliances industry has been the 'highland' for all kinds of capital competition in recent years. This is inseparable from the growth in the size of the kitchen power market over the years that is generally higher than the overall increase in the scale of home appliances and the high profit of kitchen appliances. Currently, almost all Appliance brands are involved in kitchen appliances, including unknown brands are numerous.
Competition for hot issues in the kitchen electricity industry
First: Lack of unified and standardized price guidance strategies, arbitrarily setting prices, making kitchen appliances manufacturers plunged into a price war vortex; Second: Only pursuing profits, not care about product quality and service quality, consumer rights cannot be guaranteed; Third: No With a unified brand image, some kitchen appliances manufacturers do not have a uniform VI, or do not follow the VI to promote the image, which leads to the confusion of the brand image of the kitchen appliance manufacturers. Fourth: The production and sales are inconsistent, and each one of them does not have unified management and unified scheduling. Fifth: The product is too monotonous, there is no technical content, no competitive characteristics, long-term imitation and plagiarism, making enterprises lose competitiveness.
All the above indications indicate that China's kitchen electricity industry is undergoing major changes.
China Yikang's retail monitoring data showed: range hoods, gas stoves, water heaters, electric ovens, water purification equipment and other 5 kitchen appliances. In 2017, the total number of brands sold in the whole channel was 475, 546, 416, 246. There were 284, of which the number of new brands entered was 105, 127, 84, 73, and 79 respectively. The number of exit brands was 102, 115, 60, 32, and 38. This is amazing. The data from one entry to another indicates that the pattern of kitchen electricity is brewing.
Behind the trend of Chaoyang, the prospects of the future kitchen appliance industry are still broad, but the shuffling and transition tide in a short period of time may have started. In other words, the total number of brand names for the five kitchen appliance brands entered this year is 468. A total of 347 brands were eliminated. There are 546 gas stove brands, 127 new ones this year, and 115 new brands. Overall, the number of brand new brands in the kitchen appliance market is larger than the number of brands that have withdrawn from the market, and they participate in market competition. The total number of brands is continuously increasing, the vitality of the industry market continues to increase, and market competition is further aggravated.
A large part of these eliminated brands is the 'Brand-name' cottage brand. In the past few years, because of the low cost of cutting corners and the similarity with certain brand names, a temporary amount of money has been collected. But in the past two years, with the national The supervision departments and major e-commerce companies have stepped up efforts to eradicate counterfeit and shoddy products. These brands have gradually lost their original market, and many brands have disappeared from the line of sight of offline stores and online e-commerce companies, especially from counterfeit cottages. After the defeat of the cherry tree and other miscellaneous brands, the entire kitchen and electric market was in a state of tension. In 2018, these brands could no longer hold back.
Earlier, some insiders commented that kitchen appliances registered a trademark, set a new image, and finally found a white machine factory OEM product. As long as marketing was done well, they would be able to earn enough money in this line. The low supervision is difficult and the brand variety makes the kitchen power market become the worst-hit area for the cottage brand. The low-end, low-cost, low-profit companies only cover products that are almost at the edge of quality, including low-end counterfeiting, low-end counterfeiting, and low-end branding. Inferior products, etc. These are all survivors of small profits and profits, but from now on this kind of profit-making day has come to an end.
Specific analysis of these products depends on the channels and main sales outlets, the first is the e-commerce channel, the second is the offline agent channel, sales outlets are mainly bulk outlets in townships and surrounding areas. Industry experts point out that within the next two years Most fake and shoddy kitchen products will be eliminated online with the rise of vertical e-commerce. This is an inevitable trend. The follow-up profits of these brands cannot support normal operations at all, and it is even more impossible to increase prices sharply for channels. Things, so no brand value profits can only be eliminated.
Some experts have stated that the current kitchen and electric companies are faced with high barriers to entry, high production costs, high channel marketing costs, difficulty sinking channels, and lack of online traffic robbing, and the most important is the upgrading of consumer products. Low-cost marketing has no advantage at all.
In the kitchen power market, the low-end product Shanzhai brand was rapidly eliminated. On the other side is Fang Tai, Boss, Vantage, Haier, Midea, Sakura, Shuaikang, Deyi, Cohen, Wanhe, Macro, Good wife, Fame, Sakura, Schindler. Brands such as, Europa, Wanzhou, Hongri, and Evergreen are actively transitioning to the high-end market. In the context of consumer upgrades, high-end kitchen appliances have gradually been accepted by consumers. The rapid growth of embedded kitchen appliances illustrates this point. .
In 2018, the development of China's kitchen power industry was complicated and complicated. It faced many crises. First, the rising cost of raw materials and other production costs.
From early 2016 to early 2018, due to the soaring prices of raw materials, prices for accessories and packaging have increased significantly, and companies with stronger brand values have not significantly increased their prices. However, low-cost marketing brands can't see this hurdle. Channel prices. However, after three or five price increases, the brand price is almost equal to that of direct selection of brands. Therefore, brand concentration becomes stronger and stronger in 2018, resulting in a large reshuffle of the nationwide offline store market.
In other words, in the first few years of the terminal market, it was intuitive to see all kinds of street stalls, especially the no-name ladies, the cherry blossoms in the cottages, and the low-end and low-end brands. As the concentration of regional brands became stronger, most of the no-name brands were Is a regional brand or a national channel, at least 50% will be eliminated.
The second is that the upgrade of low-cost consumer goods and lose their advantages
For no-name cards, the biggest advantage is the low price. With the upgrading of consumer goods and the significant increase in consumer demand, low-end products have gradually lost their low prices, especially as consumers become more and more aware of the brand. 5. More and more people know about the brand area.
This is a new wave of commercial reshuffling. Not only is the kitchen appliance industry, including all consumer products, it is facing the pressure of a huge reshuffle. Under such perplexity, many no-name companies have long closed their doors and closed down. It's almost dying.
Third, overcapacity policy drives low-end production out
Since 2016, the government has repeatedly referred to supply-side reforms, environmental protection and stringent inspections, and other measures. It has given heavy-handed and low-end productions a series of heavy blows to allow kitchen appliances to supply companies upstream. Now that they have not recovered, they have already faced With the pressure of survival, by 2018, environmental protection will continue to be under heavy pressure. The entire kitchen and electric market will be at a trend of increasing channel prices at any time. However, the sales volume will not increase significantly. It is enough to confirm that the state will eliminate low-end production capacity, and it is likely to gradually introduce more. More measures to crack down on quality.
In 2018, the reshuffle in the kitchen and electric appliance industry will be even more brutal. Life and death won't be up to you. The brand's upward trend will increase in size, and the elimination of miscellaneous brands will be a general trend. Friends must be careful to stay away from Shanzhai and stay away from no-names! Follow the trend and upgrade yourself!