When the brand pattern of the primary and secondary markets has gradually stabilized, the demand has become increasingly saturated, the competition for more space in the tertiary market and the development opportunities are more and more. This is the channel that has long been established in the kitchen and television industry. After so many years of competition, Afterwards, the brand seats in the 3rd and 4th markets have also begun to become clear. Among them, Midea’s kitchen power has a lot of morale.
According to the latest monthly monitoring report released by China Excel, in the first quarter of 2018, Midea’s range hoods accounted for 15.86% and 20.25% of the retail volume in the third and fourth-tier markets, respectively; Midea’s gas stoves are in the third and fourth-tier markets. The retail sales accounted for 16.22% and 19.99%, respectively, ranking first in the industry. Among them, the leading advantage in the four-tier market is even more pronounced. Regardless of the fumes or gas stoves, there are ten brands ranked second. Point ahead of the gap, sit tight in the leader's position.
In March 2018, the retail monitoring data of the hood market - Zhong Yi Kang
March 2018, Gas stove market retail monitoring data - China Yikang
In the Aiken power grid, this result was brought about by the favorable factors such as weather, geographical location, people, and other factors. In time of day, the continued advancement of urbanization has activated the consumption potential of the three or four levels of the market. The demand for durable appliances such as aircrafts and gas stoves began to be more inclined to well-known brands; geographically, kitchen appliances in the United States have a more complete product line coverage, and can be widely and flexibly adapted to different economic levels. The needs of different consumption habits; Renhe, benefiting from the preemptive layout of the “sinking channel” strategy of Midea Group, made a firm effort to launch the brand awareness, accumulated popularity, and established a reputation. The opening up of territories in the 3rd and 4th markets is undoubtedly the most powerful booster.
In fact, although the “cake” market in the tertiary market is large, it is not easy to eat. The kitchen appliances backed by the Group’s Daesan have a strong investment in resources, which is sufficient to support the vigorous development of geographically vast markets and consumer spending in the three or four-tier market.
According to the latest 2017 financial report disclosed by the Midea Group on March 31, 2018, after years of development and layout, Midea has formed a comprehensive, three-dimensional market coverage. In the mature primary and secondary markets, and Suning, Gome and other large-scale The home appliance chain store has always maintained a good and sustainable cooperation relationship. In the broad 3rd and 4th tier markets, flagship stores, specialty stores, traditional channels and emerging channels are effectively complemented, and channel outlets have achieved a full range of secondary and secondary markets. Coverage, three, four levels of market coverage of more than 95%. Obviously, the wide range of auxiliary channel network, is to promote the United States and the continued growth of kitchen electricity is a solid backing.
On the other hand, in the highly decentralized markets of the 3rd and 4th markets, it is truly a solid foothold. It is not simply a simple increase in the number of outlets, but also requires the management of quality standards, the management structure of brand enterprises, and marketing strategies. The adjustments, in terms of logistics and distribution, and the improvement of the service system, have all put forward higher requirements. It may take many years of exploration and practice for many second- and third-line brands to be able to sort out clearly, but to assemble the world, geography, and people. And the advantages of the kitchen appliances in the United States, but the operation is more at ease. In the three or four-tier market, this competitor's important battlefield has not only firmly secured a strong and strong base, but also strongly squeezed a large number of free Small and medium-sized brands in the three or four markets even survive in the cottage brand.
It is reported that the strategic map of Midea’s kitchen power is still accelerating. To further increase the 'channel sinking' plan, Midea’s kitchen power will take responsibility for the 'magistrate' responsibility system of the county unit, and intensively plough the county-level market. It is foreseeable that at this time, Midea’s kitchen appliances are gradually shifting away from the pioneers in the 3rd and 4th markets to the status of leading the company. This will accelerate the industry reshuffling, accelerate the transformation and upgrade, and further promote the entire kitchen. The healthy development of the electric industry.
What is gratifying is that, unlike the sluggish growth of the primary and secondary markets, the current 34 markets are still in the fast lane of development. Both at the level of household penetration and the upgrading of consumption, there is a huge amount of excavation. Potential. According to the latest data from Zhong Yikang, in the first quarter of 2018, the total retail volume of gas stoves in the 3rd and 4th level market accounted for only 20.90% and 20.47% respectively. This means considerable room for growth. For kitchen appliances that have seized the high ground, the United States will be the first to win more consumers and gain more market share.
If we say that the main body of consumer growth in the future will be in the massive three or four or even four or five markets, then the kitchen appliances in the United States have already made great strides in the forefront of the industry by virtue of their increasingly extensive and deep channel network. The overall camp kitchen market is among the top camps in the industry and is just around the corner.
