After experiencing a market growth rate of more than 35% for several years in a row, the integrated cooker industry began to smell a hint of slowing down after the Spring Festival this year.
Integrated kitchen market slows down
From the perspective of the environment, due to the lagging effect of real estate regulation and control, the entire kitchen and electric market experienced a downturn in the first quarter. According to statistics from Ove Cloud Network, the retail sales scale of the kitchen electricity market in the first quarter of 2018 was 128. Billion yuan, a year-on-year decline of 6.1%; retail sales of 13.669 million units, down 3.3% year-on-year. It is clear that the situation of this balance of prices has naturally spread to the integrated kitchen area.
U.S. debuts at the 23rd Shanghai Kitchen & Bath Show
As far as the development of integrated cooker industry is concerned, on the one hand, the dislocation of the Spring Festival holiday time this year makes the market start to be called later. On the other hand, the broad market development prospect has attracted more and more companies to get involved. The industry scale is At the same time as the rapid increase, it naturally aggravated the competition in the market, especially the brands that entered from the traditional white-goods and kitchen-electricity fields showed a stronger lethality and more or less caused the existing professional brand. Impact.
In addition, most companies are accustomed to the high growth brought about by the industry dividends, and there is a certain psychological gap between the expected goals and the actual situation. As a result, shipments are difficult, underemployment, and sales do not reach expectations. After that, some companies still showed some anxiety and anxiety.
Yi Tin Packs Outdoor Advertising Before the Exhibition Hall
However, this slightly negative emotion did not appear in the 23rd China International Kitchen and Bathroom Facilities Exhibition (hereinafter referred to as the Shanghai Kitchen and Bath Exhibition) which was opened on June 5th. Arrangement, or product display, still fully demonstrates the positive and positive development trend of this kitchen sub-category. Correspondingly, it is the scene that everyone at the integrated stove stand can see.
In fact, after Aiken’s home network interviewed and communicated with the relevant person in charge of more than a dozen exhibitors, they were full of confidence in the overall development prospects of the integrated cooker market and would not be adjusted for the disadvantages of this year’s opening. Their respective development goals.
Yiguang, deputy general manager of Yitian Smart Kitchen and Power, told Aiken Power Grid that: 'Despite the slowdown in the pace of development of the integrated oven market in the first quarter, Yitian's sales target of over RMB 1 billion will not change. It is believed that with the introduction of Yitian's integrated kitchen appliances, dishwashers and other products, and the release of channel vitality, the next development is still worth the wait.
Hu Mingyi, deputy general manager of Mars integrated cookers, said: “Since April, the entire rhythm has eased. In the past two months, Martian sales growth has remained above 70%. The development is still a high probability event.
Oulin integrated cooker high-profile appearance of the exhibition
Industry development presents new features
At the same time, through the Shanghai Kitchen and Bath Show, where kitchen companies focused their most attention, Aiken Power Grid has also discovered some new development features of the integrated cooker market this year.
First, the more obvious the head effect of the development of the industry
At this Shanghai Kitchen and Bath Show, the leading companies in the US, Mars, Yida, Sapporo, and Mori Song made their debut. Not only did they bring in cutting-edge products and advanced concepts, they also led the way in performance. Throughout the industry, according to a quarterly report released by Zhejiang University of the United States, Zhejiang Meida realized revenue of 220 million yuan, an increase of 53.15% year-on-year, and net profit attributable to shareholders of listed companies was 61.72 million yuan, an increase of 49.74% year-on-year. Including Martians. , Yitian, Shuaifeng and other brands have also maintained a 50% year-on-year growth in sales.
It should be said that in the situation where the integrated stove market brand pattern has not yet formed, the above-mentioned industry leaders will expand the moats of their respective companies through their advantages in scale, brands, products, channels, and even capital, and enhance their own comprehensiveness. Competitiveness. In the view of an industry observer, after the United States and the United States, within the next 2-3 years, there will be about 3 companies in the integrated cooker industry with a sales scale of 1 billion yuan.
Mars's integrated galleries are unique in their design
Second, the 'outsiders' menacing
Just before the start of the Shanghai Kitchen and Bathing Exhibition on June 5th, the high-end sink brand Oulin held a high-profile new product launch event in Shanghai and launched an integrated cooking product called “Paris Night”. Formally announced its entry into the integrated kitchen area. And Olling and Shuaikang, Midea, and the Big Dipper and other brands together, became the representative of the new force of the integrated kitchen.
In addition, Haier, Oaks and other brands that did not participate in the show also launched an integrated oven project. It is not difficult to find that these companies are those who have switched from other tracks, or who have worked in the home appliance industry for many years and have a strong brand name. Accumulation and a wide range of channel foundations are either backed by a 100 billion-level group background, possessing strong financial and technical strengths, and all show a momentum of 'mighty menace'. They want to make a comeback in this new battlefield. world.
It is foreseeable that with the launch of the above-mentioned corporate products and the spread of channels, the competition in the integrated cooker industry will become increasingly fierce.
The highly-respected Beidouxing integrated kitchen also unveiled the Shanghai Kitchen & Bath Show
Third, almost all companies are mentioning kitchen solutions
In recent years, the integration of kitchen companies to launch cabinet projects has been nothing new. At this exhibition, this trend is still continuing. Shuai Feng made it clear that it will launch cabinet products in the second half of this year, and Sen Song is set up separately. A cupboard brand Bamberg came into operation.
Not only that, but products such as dishwashers, integrated sinks, embedded steam ovens and other products have also become hot spots for these integrated cookers in the company's exhibition area. In fact, whether it is to meet the increasingly demanding needs of users, or to consider increasing The factors of profitability and competitiveness of channel providers are centered around the integration of stoves, and the extension of relevant categories is a more realistic layout of integrated stove companies.
When Dr. Xia Ding, chairman of Zhejiang Meida University, reprinted and accepted Aiken’s home network, he said that the company should continuously increase the sales of integrated sink dishwashers, clean water and other related categories to form a strong support for the integrated stove business. Create leading kitchens, healthy kitchens, smart kitchen solutions.
Fourth, not only products, but also become homogenized in marketing methods.
After more than ten years of development, the development of integrated stoves on the products has become more mature. At present, there are basically two camps integrated with traditional sterilizing cabinets and integrated steaming (baking) ovens. For the moment, integrated ovens In order to achieve greater breakthroughs in a short period of time, it will be more difficult to focus on intelligence, modularization, industrial design, application of new materials, and other aspects to improve and enhance.
Another notable phenomenon is that companies also begin to fall into homogeneity in their marketing methods. Specifically, in terms of brand promotion, CCTV, high-speed rail, and celebrity endorsements have almost become the usual 'tricks' and surround the terminal. The landing of the market mainly depends on frequent factory purchases, presidential signings, different industry alliances, and brand day sales activities. Nowadays, if new companies inevitably enter the industry, can they use marketing tools? Injecting fresh elements will also wait and see.
