In recent years, the power of the United States Group in the field of kitchen appliances is obvious to all, and the growth momentum is particularly rapid. According to monthly monitoring of the retail market for gas stoves announced by China Yikang in February 2018, the US gas stoves accounted for 12.97% of retail sales. Ranked first in the industry, and far ahead of the ranks of the second boss of the electrical 3.35 percentage points, sit tightly in the position of 'leader'.

Zhong Yikang: monthly monitoring report on the retail market of gas stoves in February 2018

In the same month, Vantage ranked third with sales volume of 9.33%, and Fangtai ranked fourth with 7.83% of sales. It can be seen that the originally stable industry seats began to be stirred up by the major power giant in the United States. Derived many variables.

Well, as a rising star, Midea's gas stoves can only shake up Fang Tai. The boss's industry dominance?

On the one hand, from the highest share of 12.97%, the brand concentration of the gas stove industry is not high, and the market competitiveness is relatively weak. This gives powerful newcomers ample room for growth. Relying on the 100 billion-level group Dashan, no matter whether it is building foundations, capital foundation, brand rally, channel laying, etc., it must not be underestimated.

The facts also confirmed this. Since 2012, when it was determined to focus on the kitchen power business and boldly proposed the 10 billion target, the US completed this indicator ahead of schedule in only 2 years. According to public information, the United States In 2013, the revenue from the kitchen appliances division exceeded 10 billion yuan for the first time, reaching 10.2 billion yuan. Immediately afterwards, the American kitchen power, with its morale soaring, had a more aggressive attack posture with a compound annual growth rate of more than 50% for 4 consecutive years. The electric power industry has continued to develop. As of the end of 2016, the revenue of the kitchen appliances in the United States was almost equal to 20 billion yuan, of which domestic sales reached 5 billion yuan.

In the instant of time, by 2018, the kitchen appliances in the United States have gathered a greater amount of potential energy. This has revealed even greater ambitions. It has also launched an advanced version of the '10 billion' plan, which is: Domestic sales exceed 10 billion yuan. The strategic intention is no more obvious. It aims to create a big change in China's kitchen electricity industry and recreate its influence similar to that in the home appliances industry. It is not accidental that this time it is in the gas stove market. The tip of the iceberg is precisely the precursor of the desire of the United States to split the kitchen electricity industry.

5.0kW large firepower beautiful gas stove

On the other hand, Midea’s kitchen appliances have stronger penetration capabilities in the 3rd and 4th markets. According to data from China Excel, in February 2018, the ratio of retail sales of Midea’s gas stoves in the 3rd and 4th markets reached 18.81% respectively. 22.03%, retail sales accounted for 17.12% and 20.59%, both leading other brands significantly. Obviously, compared to Fang Tai and Boss, the two major brands positioning high-end brands, take the cost-effective line of beautiful gas stoves, under the channel Shen Zhong more than ease.

As we all know, the kitchen power market in China's primary and secondary cities has gradually entered a mature stage. The market capacity and product penetration rate are basically saturated, and it is difficult to break through the 'quantity' in the short term. The vast three to four-tier market With the continued advancement of urbanization, after the consumption potential has been activated, it has suddenly emerged as a new growth pole in the kitchen appliance market.

Among them, the kitchen appliances of the United States, which has long been buzzing, have been adhering to the strategic purpose of 'encircling the cities from the countryside' and have taken the lead in the industry. By the end of 2017, the kitchens in the United States had reached more than 95% coverage in the tertiary and tertiary markets. As a pioneer in the sinking of channels, relying on the well-known brand influence, the price advantage of grounding gas, and an efficient logistics system, the kitchen appliances of the United States have won one blank market after another and at the same time squeezed. Pressed many small and medium-sized brands of living space.

Of course, in addition to the significant growth in sales volume, along with the initial results of a series of transformation initiatives such as product category optimization and product innovation and upgrading, Midea’s kitchen power also has a positive boost in retail sales. The core category of gas stoves is For example, Sino-Iceland data showed that in February 2018, the average retail price of Midea gas stoves rose by 19.71% year-on-year, ranking the first in the industry. Obviously, for the stereotype of 'low-cost killer', Midea’s kitchen appliances are strongly reversing.

In February 2018, the average price increase of Midea gas stoves led the industry

According to data provided by the United States, as of the end of July 2017, Midea’s kitchen appliances applied for a total of 1,873 invention patents, 3575 utility model patents, 1910 appearance patents, and 564 overseas patents. This will undoubtedly broaden the beauty of kitchen appliances. A growth path, that is: To adapt to the high-end transformation of consumer upgrading trend, comprehensively enhance the competitiveness of the brand.

Both the market cake and the industry reshuffle have been accelerated. With the active transformation of the brand, Midea’s kitchen appliances are no longer the followers of the past. Instead, they are changing the way to overtaking with the “industry leaders” attitude. Row.