In 2017, the wind of consumption upgrade swept across the country, the adjustment of consumption structure, and the change in consumer demand brought urgent tasks of innovation and upgrading to all walks of life. This situation also applies to the kitchen appliance industry. The history of kitchen appliances in China can be traced back to In the 1960s and 1970s, as an industry that has been developing for more than 40 years, after many years of steady growth, the kitchen appliance 2018 ushered in many new changes.
Consumption upgrade brings new changes to the kitchen industry
Since 2016, China's macroeconomic environment has been amassed, resulting in a continuous increase in household consumption levels and increased purchasing power. Accompanying the rapid development of the Chinese economy, China’s Internet has grown up with all of its 80s and 90s. People constitute the largest age group in China's population structure (15-39). After 80 and 90 years, it will undoubtedly become an important driving force in the future consumer market. The characteristics of this generation of consumers will become the direction of the consumer market. After 80, 90, consumers have new consumption characteristics. They 're-quality, value, love technology, look at services', pay attention to enjoying life, quality first, pursue high-performance and high-quality products; pay attention to the external, Love high-value products, emphasize the appreciation of the product; pursue the lazy life that saves time and effort, and therefore advocating 'black technology', hope science and technology will make life easier; demand high-quality life and service, when purchasing products In addition to performance, it also imposes higher requirements on additional services.
The changes in demand and prominent features from the consumer body have driven the transformation and upgrade of the overall Chinese consumer market, and have also brought important influence to the development of the kitchen and electric appliance industry. In order to cater to the emerging needs of consumers, kitchen electric products have joined the 'black technology'. 'Application camp. Artificial intelligence, Internet of Things, cloud storage and other technologies were introduced. Creating intelligent kitchen and electric products has become a new trend in the industry. In addition, a new generation of consumer groups after 80 and 90 are pursuing stylish and generous products and facing housing area. In a tense situation, kitchen electric products are required to change in size and design. Therefore, the overall trend of kitchen electricity in the current market is becoming more apparent. Finally, the pursuit of healthy life and convenient life is based on a new generation of consumer groups. Machines, fruit and vegetable processors and other new types of market performance is excellent, becoming the kitchen industry's biggest growth in 2017.
These are the manifestations of the impact of consumption upgrades on the kitchen power market. Behind these appearances, and more importantly, the market pattern of kitchen appliances began to change.
Behind the new format: Large-scale home appliance companies attacked strongly
According to the market scale of the kitchen and electric appliance industry in 2015-2017 as measured by China Food and Health statistics, we can see that the overall market is still steadily increasing, maintaining a growth rate of over 10% per year. However, in the traditional smoke stove segmentation area, The rate is gradually slowing down, and the kitchen power market needs to seek new breakthroughs to realize the long-term occupation of the kitchen electricity market pattern that has already been determined began to change.
The traditional old kitchen electric enterprises such as the boss, Fang Tai, Vantage, etc., although steadily controlling the share of the smoke stove market, but this kind of home appliances appeared earlier, as the household appliances indispensable electrical appliances, its market has been developing after years of development In terms of stability, traditional kitchen power is no longer the main force for the company’s revenue growth. According to data released by China Yikang, the retail value of range hoods in 2017 was 43.29 billion yuan, an increase of 12.7% year-on-year, and retail sales of gas stoves were 26.36 billion yuan. Yuan, a year-on-year increase of 11.7%. The kitchen retail sales of new dishwashers has reached 4 billion yuan, year-on-year growth rate of 140.8%. Emerging kitchen electricity market is rising, becoming a new growth point in the development of kitchen appliances industry In terms of the development potential of the dishwasher market, not only the traditional kitchen and electric companies are actively laying out, but some powerful home appliance companies such as Midea, Haier, Siemens, etc. have also entered the market. Large-scale household appliances companies have performed outstandingly in this market segment. , Especially in the online market, Midea and Siemens accounted for nearly 70% of the market share.
The market pattern of kitchen appliances is quietly changing. According to China Yikang data, large home appliance companies gradually expand their market share, especially in the online market, Midea, Haier and Siemens, which are embedded appliances and dishwashers. The share of the market is not less than 50%.
At the same time, with the concept of 'smart home', the 'smart kitchen' has also begun to become a new trend in the kitchen appliance industry. As the head enterprise of the household appliance industry, relying on its own strong resources, capital, and technical advantages , Midea, Haier, etc. have been in the smart home layout for a long time, cloud platform construction, smart home operating system development has begun to take shape, to create a 'wisdom kitchen', but it is a matter of pushing the boat. The integration of kitchens into the overall layout of the 'Smart Home' can not only be an important complement to Haier and other companies' intelligent strategies, but also help them further break the existing pattern of the kitchen power market and make them occupy more market share in the future. Out of the pad.
Under the background of 'consumer upgrades', emerging consumer demand has emerged and new technologies have been pursued. In response to this change, the kitchen and electric power industry has also begun to usher in a new round of pattern changes. In the future, the kitchen and electric power market will be the winner, or not. Known.