As the fastest-growing category in the home appliance industry, whether kitchen appliances continue to maintain the rapid growth of the previous year this year despite the weakness of the real estate market, has attracted much attention. Boss Electric (002508.SZ), Vantage (002035.SZ) , Supor (002032.SZ) recently released a quarterly report of 2018, to some extent to eliminate outside concerns.
The boss, Vantage, and Supor both had double-digit revenue growth and net profit growth in the first quarter of this year, and their net profit growth exceeded 20%. This means that with the promotion of domestic consumption upgrading and high-end strategy, the mainstream chefs in 2018 The growth of electric companies' performance is still strong despite the slowdown. In 2018, the Chinese kitchen power market is expected to exceed 100 billion yuan.
Smoke stove eliminates: Open in cold weather
In fact, in the first quarter of 2018, the development of the chef electric industry (hood, stove, disinfecting cabinet) was hampered. According to AVC’s total data, the chef’s electric industry’s retail sales in the first quarter of this year amounted to RMB 12.8 billion. The year-on-year decline of 6% is the first time that the chefs' electric industry has been in cold weather for the first time. There are three reasons: First, property purchase restrictions have created new demand; Second, the spring festival has been misplaced, delaying the rhythm of home improvement; Third, the base of the same period last year was higher. (The property was hot in 2016, lagging behind.)
However, the boss, Vantage still maintained a good growth rate in the first quarter of this year, and achieved a contrarian growth. The analysis of Oviyun.com believes that the chef brand's professional brand is led by the boss, too too, and turned into an owner. Fang Tai, Vantage's three pillars .
In the first quarter of 2018, Boss Electric Appliances maintained its growth trend last year, with revenue growth of 16.89% year-on-year to reach 1.592 billion yuan, and net profit attributable to shareholders of listed companies rose 20.05% to reach 302 million yuan. Its 2017 revenue increased by 21.1%. At 7.02 billion yuan, the net profit attributable to shareholders of the listed company increased by 21.08% to 1.46 billion yuan. With the increase of urbanization rate, the level of resident consumption has been gradually upgraded, and the boss has achieved rapid growth with high-end positioning and industry leading advantages.
In the first quarter of 2018, Vantage’s revenue increased by 23.23% to 1.424 billion yuan, and net profit attributable to shareholders of listed companies increased by 49.59% to 115 million yuan. Its 2017 revenue was 5.73 billion yuan, an increase of 30.39% from the same period of last year. The net profit of shareholders of listed companies was 510 million yuan, an increase of 55.6% year-on-year. Vantage implemented high-end, intelligent strategic transformation, and actively launched high-end new products, and its initial cost reduction and efficiency increase achieved initial success. As a result, both operating income and net profit were significantly increased. increase.
Brands, products, and channels are the three major factors that determine whether a brand can rise against the trend. In the first quarter, Boss introduced central range hoods to solve the fume extraction and purification problems of the whole building, actively expand the commercial market, and cooperate with Alibaba. Build a smart cloud platform to achieve intelligent control of fume emission; accelerate the laying of channels in third and fourth-tier cities and promote the sales of embedded products.
Vantage also transitioned to the high-end direction. From the monitoring data of Ovid Cloud Network, Vantage's share of the hood machine market from 2015 onwards has been increasing for three consecutive years, and the average price has increased significantly. It has gradually stepped into the high-end camp. Moreover, it has seized the electricity supplier. , The opportunity of the tertiary market, the rapid layout of flagship stores in the 34th and 4th markets, and the large chain in the 1st and 2nd line markets, pushes the high-end brands.
Although the traditional kitchen appliances were cold in the beginning of the year, the emerging kitchen appliances (embedded, dishwashers, etc.) were rapidly becoming popular. Ovid Cloud expects that the domestic kitchen appliances industry will exceed 100 billion in 2018, and the kitchen economy will gradually become a household appliance. With the development of the industry, more and more integrated brands have begun to make efforts in the field of kitchen appliances. The kitchen and electric industry has many categories, large volumes, high profits, miscellaneous brands, and rapid development. With the upgrading of competition, there is no brand building. Without product planning, companies with narrow channel access will be eliminated.
Small Appliances: Old Products Decline New Products Prosperous
Kitchen appliances, the first quarter of this year is 'some people are happy about someone's vision. 'Ove cloud network's total data show that in the first quarter of 2018, the domestic electric cookers, electric pressure cookers, electric kettles, cooking machine retail sales were 4.55 billion yuan , 2.45 billion yuan, 1.72 billion yuan, 2.05 billion yuan, year-on-year growth of 2.3%, 1.6%, 2.8%, 93.6%; retail sales of induction cookers, soya-bean milk makers, and juicers were 2.68 billion yuan, 800 million yuan respectively, 5.1 Billion yuan, down by 2.3% year-on-year, 29.7% and 37.5% respectively. It can be seen that the growth momentum of traditional small household appliances in the first quarter of 2018 was insufficient, and emerging categories maintained a rapid growth momentum.
From the first quarterly financial report of major small household appliances enterprises in 2018, the revenue and net profit of Midea Group, Supor, and Jiuyang have both increased year-on-year. Although each company's product focuses on different aspects, it can also reflect industry trends.
Supor's revenue in the first quarter of 2018 reported an increase of 21.2% to 4.89 billion yuan, and the net profit attributable to shareholders of listed companies was 452 million yuan, an increase of 22% year-on-year. The increase in revenue and net profit was slightly better than 2017. Its 2017 operating income. It reached 14.2 billion yuan, a year-on-year increase of 18.75%, and the net profit attributable to the shareholders of the listed company was 1.3 billion yuan, an increase of 21.3% year-on-year. This was due to the domestic consumption upgrade and the large shareholder France SEB Group's continuous transfer of overseas orders. , Making the company's domestic sales and export business grow steadily.
The sales of Jiuyang (002242.SZ) in the first quarter of this year increased by 5.5% to RMB 1.6 billion, and the net profit attributable to the shareholders of the listed company increased by 8% to RMB 150 million. The data for the first quarter of 2018 was higher than that of 2017. 2017 The annual revenue of Jiuyang Group achieved 7.25 billion yuan, a year-on-year decrease of 0.92%; the net profit attributable to the shareholders of the listed company was 689 million yuan, a year-on-year decrease of 1.26%. The 2017 revenue decline was mainly affected by changes in income structure, food processing machines Products, Western-style electrical products continued to grow steadily, nutritional products declined slightly, and dependence on soya-bean milk makers continued to decline, resulting in a more balanced product structure.
The US Group’s revenue for the first quarter was 69.7 billion yuan, a year-on-year increase of 16.7%; net profit was 5.256 billion yuan, a year-on-year increase of 20.76%, continuing to maintain high-speed growth in performance. Because Midea’s leadership in small kitchen appliances such as rice cookers, pressure cookers, and air conditioning, Refrigerator, washing machine and other large white power and robotics business have a rapid growth, so in this data there is a certain incomparability.
At present, the products of small household appliances enterprises mainly focus on small kitchen appliances such as rice cookers, electric kettles, and electric pressure cookers. From the perspective of the layout and future development of small household appliances enterprises, the rapid deployment of the chef electric appliance market will create the 'great kitchen appliances'. + Life appliances + health appliances' can be used as a new development direction. In fact, the beautiful, Supor have been extended to range hoods, water purifiers and other kitchen appliances.
Ovey Cloud.com predicts that the market size of retail sales of small household appliances will reach 54.67 billion yuan in 2018, a year-on-year increase of 5.8%. This shows that in 2018, the small home appliance market will show a stable development trend, but the recession category of small household appliances, For example, the soybean milk machine, induction cooker and juicer market will continue to decline. Under the background of consumption upgrade, the breaking machine in 2018, IH rice cooker, IH electric pressure cooker, there is still a considerable market increase, and it has become a small household appliance market. The driving force for development.
Can we maintain high growth?
Regarding the question of whether the kitchen appliances concerned in the capital market can maintain rapid growth, Guo Meide, vice president of Owe Cloud Network, said to Jia Juzhen that there may be differences between different categories and different companies.
First of all, from the category, in 2018, Chef Electric (Yanzao Xiao) belongs to the mature category of kitchen appliances and is currently entering a mature period with slow development. At the same time, the lagging impact of property purchases in 2017 will further reduce the growth rate from this year's e-commerce. The user traffic of the platform is declining, the e-commerce business is weakening, plus the high base in the second quarter of the same period of last year would be aggravated. In addition, some companies have large inventories and will digest stocks in the second quarter.
The small kitchen appliances belong to the household appliances with quality requirements. Unlike the rigid demand for large kitchen appliances, the development has been tepid. With the upgrading of product technology and the expansion of new product categories, the growth rate will not be affected by real estate purchase restrictions. Steady growth.
Secondly, from the perspective of enterprises, the current high-end kitchen electric brands are relatively monolithic and mainly sell in the primary and secondary markets. Therefore, the restriction of real estate in the primary and secondary markets directly affects their growth rate. The brand of the line will be boosted by the urbanization of the 3rd and 4th level. The days will be better.
Guo Meide suggested that the kitchen and electric brands want to grow, and they need to have the following layout: Complete categories to meet the demand for arbitrage, increase customer unit price, cultivate high-speed development categories such as embedded and dishwasher, channel expansion such as fine decoration, building materials, Internet home improvement, etc. Channels, while doing a good job of product innovation to upgrade the old users.
'The competition for future kitchen appliances will be divided into comprehensive brands (Haier, Midea, etc.) and professional brands (boss, Fang Tai, Vantage, etc.) and cross-border brands (internet brands, cabinet manufacturers). The future competition will compete against product innovation, and the users will have a reputation. Brand building, installation services and other comprehensive capabilities, the lack of the above elements will gradually be cleared. ' Guo Meide said.