The kitchen electricity market has maintained a growth rate of more than double digits. The overall market size is close to 100 billion yuan, which has become one of the few bright spots in the category of home appliances. However, in 2018, the kitchen appliance market is extremely sluggish, and many products are caught in the same year-on-year. 4. The downturn is unfavorable. Many mainstream kitchen appliances are facing increasing growth pressure.
Recently, the growth rate of the kitchen appliance industry has slowed down, especially in the offline market. Due to the successive introduction of real estate control policies and the impact of the off-season, the retail sales of range hoods, gas stoves and disinfection cabinets in the first quarter of 2018 were 7.48 billion, 4.33 billion, 10.0 respectively. Billion, down 7.5%, 3.8%, 5.8% year-on-year. Due to the poor performance of the kitchen wire market in the first quarter of 2018, some kitchen appliances brands have begun to reduce the venue and promotion expenses for the KA shopping mall. Experts said that due to the rough house market The share is gradually reduced under the guidance of the policy, and the full decoration mode replaces the engineering channel sales of kitchen appliances. The retail sales of offline kitchen appliances are under pressure. At the same time, it is subject to the purchase restriction policy, Beijing-Tianjin-Hebei, Yangtze River Delta, Pearl River Delta. The overall sales volume of the region also showed a declining trend, while the performance of third- and fourth-tier cities was better than that of first-tier cities. Experts expect that as kitchen power brand channels gradually sink, negative growth will narrow.
In the context of consumption upgrading, low prices are no longer the primary factor for consumers to consider products. Some low-end brands are facing risk of elimination, and the differentiation of low-end products is intensifying. According to experts, recent offline stores The unit price of kitchen appliances is on the rise, while the sales volume is gradually declining. The mid-to-high-end products perform better offline. In this context, Vantage and other brands have adopted new products and price-raising strategies to deal with consumption upgrades and improve overall sales. While some low-end brands are limited by low brand recognition, they fear that the offline market will be unsustainable and the online market will become its main position.
The price of integrated stoves is expected to decrease, which is different from traditional smoke stove products. Currently, the market under the integrated stove line is small. Although integrated stoves save space, they have a high degree of risk. Difficult to clean and other disadvantages make it more difficult to promote. According to experts, Since most of the kitchens in the market are designed for traditional smoke stove products, the low degree of integration of the stoves has limited their sales. Secondly, taking into account sales, offline KA stores prefer to enter traditional smoke stove product brands instead of An integrated oven brand with lower consumer acceptance. At present, the integrated oven market has a higher unit price, the average price of high-end products is 11,000~12,000 yuan/set, and the low-end products are 4000~5000 yuan/set. With brands such as Haier and Midea. With the addition of the technology, the production technology is expected to be upgraded and upgraded, and the integrated stove unit price is expected to decrease.