Beijing Zhongyekang Times Market Research Co., Ltd. released a report on the market of smoking machines, gas stoves and sterilizers. The data shows that the 51-year market for smoking machines, gas stoves, and sterilizers this year has been catastrophic.
The following is the full text of the report:
According to the China Yikang retail monitoring, the retail sales under the Yanzao Consumer Product Line increased by -9.6%, -8.3%, -12.5%, and the online retail sales increased by 9.7%, 3.5%, and -15.2% respectively. The increase in retail sales of products is even lower. From the point of view of sub-product distribution, the maximum growth rate did not exceed 10%, and the negative growth was about 10% below the line. Overall, the May 1 market performed on a 1Q basis. , The growth situation further deteriorated.
The reason can be seen from the development logic of the kitchen appliances. Taking the range hood as an example, the current market capacity in a year is about 18 million units. According to Zhong Yikang estimates, the new demand accounts for roughly 65% of the total. The remaining 35% are replacement needs. In other words, the current kitchen appliance market is still driven by new growth.
Looking at the new demand and going to the upstream market, it roughly corresponds to the sales of existing homes in real estate sales, and it is not the existing home sales in the current period, but the existing homes sold in the past six months to a year. According to the data released by the National Bureau of Statistics, 2017 The sales floor area of existing homes decreased by 2.2% year-on-year. In the past 2015, the sales floor area of existing homes increased by more than 20% in 2016. At the same time, sales of existing homes in the first quarter of 2017 were still 14.7% year-on-year, and sales had become negative in the year. It can be seen that the sales data of existing homes in the second quarter and fourth quarters of 2017 was even worse. In other words, with the introduction of the home purchase restriction policies in each region starting in April 2017, sales of existing homes have actually been curbed. This situation has gradually been transmitted to the kitchen electricity market.
Of course, the kitchen and electric market is not a nationally consistent decline, but a regional differentiation. From the next week's retail monitoring data in the China Yikang line, the performance of range hoods in the province during the May-April period can be seen in the performance of the market. The better regions are concentrated in Inner Mongolia, Hunan, Hubei, Shaanxi, Guizhou, Chongqing and other mid-western regions. Especially in these regions, the growth rate in the tertiary and tertiary markets is higher, while the first-tier cities such as Beijing and Shanghai have seen relatively large negative growth.
In addition, the market's overall size has changed dramatically, and it cannot hide the structural upgrade within the industry.
In the range hood market, the double-line share of the large-volume outlet market (exhaust volume ≥17m3/min) has increased by different margins and exceeded 60%, and the 19+ share of the subdivided air volume market has increased significantly; The pressure market (maximum static pressure ≥400pa) has a double share of about 21%, and the online improvement rate is even more pronounced. At the same time, the offline wind pressure 700+ market share reaches nearly 10%; and the auto-cleaning market has a double-line share of 20%. In the smart direction, the market share of the range hoods equipped with screens reached 5.1%, which was 1.9% higher than the same period of last year. The online proportion was still relatively small at only 0.4%; the other is intelligent voice control. The share of the next market was 0.4%, which was 0.2% higher than the same period of the previous year. In addition to the previous Vantage, the market participation brand now has Yunmi, the boss.
In the gas stove market, the products are developing towards large firepower, high energy efficiency and high face value. The market share of large firepower (heat load ≥4.5kw) offline/line share has increased, reaching 16.5% and 11,0% respectively. , Mainly driven by 4.5kw and 5.0kw products; in terms of energy efficiency, the market for Grade-one energy efficiency products reached 58.9% of the market, increased by nearly 5% from the same period, and the online share reached 34%, increased by nearly 16%. The market with more than 70% thermal efficiency has improved significantly, especially in the offline market, the market segment has reached 6.2%. With regard to panel materials, the share of tempered glass materials with convenient exterior appearance continues to increase, reaching 71.2% offline, and higher online. 82.6%; there are safe segments to prevent dry selling, mainly Haier is promoting, currently the United States has also entered, double-line market share of more than 1%.
In the disinfecting cabinet market, the share under the embedded product line increased to 87.9%, and the online embedded market decreased by 56.7%. At the same time, the double-line market for embedded products was still dominated by 100L products, but products with differentiated dual-line products were highlighted. , If the offline 115L share reached 4.7%, the online 90L market share increased by 7% to 31.5%.
The upgrading of the internal product structure of the above markets is also driving structural changes at different prices, which is reflected in the change in the average price at the sales end. The price of smoke stoves and double-line cigarettes has increased by different degrees, especially the offline market average price, and the increase has exceeded. 5%, Online growth was within 1% due to competition and increasing pressure.