From July 8th to 11th, the 20th China International Building Decoration Expo (hereinafter referred to as Guangzhou Construction Expo) was held in Guangzhou Pazhou Complex and Poly World Trade Expo. It is understood that Guangzhou has entered the 20th development year. The Jianbo Fair, known as the 'Asian Building Materials First Exhibition', is the top event in the domestic building materials and home furnishing industry.

The exhibition area of ​​the exhibition is 400,000 square meters. More than 2,200 companies have brought the latest products and technologies in the field of building decoration materials. Among them, kitchen appliances based on integrated stoves only account for a very small part. The number of exhibitors has also decreased compared with the past.

It should be said that, affected by the regulation of the real estate market, the integrated stove market, where the market growth rate has remained above 30% in the past two years, has also begun to encounter a situation in which demand is weakening and the growth rate is slowing down. Therefore, in this situation, the second half of the year The direction of the integrated stove market will directly affect the future development of this segment.

According to the information transmitted by the Guangzhou Expo in the integrated stove enterprises, almost all enterprises have emphasized the importance of practicing internal strength and enhancing competitiveness in the contrarian. Although the development stage and each of each company The development path of the focus will be different, but in the end, it will continue to improve and optimize around the product, brand and channel.

Nowadays, the integration of the stove market to the middle of the market, the industry's development dividend will gradually fade, the market competition will become increasingly fierce, the development of the entire industry will also enter a new stage of development: the brand camp is increasingly clear, but also Will accelerate the differentiation. By then, the head effect of the leading stove industry integrated camp will become more and more obvious, thus leading the continued development of the industry.

What kind of professional exhibitions such as Guangzhou Jianbo can help integrated stoves?

Shuai Feng Zhu Yifeng: Enterprises participating in the exhibition are nothing more than the two major roles of investment promotion and brand display. Nowadays, with the increasing number of regional exhibitions, the flow of people at the exhibition is also diverted, and enterprises have more choices, but similar to Guangzhou Construction Expo. Large-scale professional exhibitions such as the Shanghai Kitchen and Bath Show are still very valuable. For example, the professionalism of the Shanghai Exhibition and the full range of the Guangzhou Exhibition can bring enough exposure to the brand.

Of course, the exhibition itself is also constantly improving. Taking this Guangzhou exhibition as an example, the organizers are constantly screening to enhance the threshold of exhibitors. They hope that there will be more big brands to exhibit. In terms of Shuaifeng, at this stage There is no need to go through the exhibition to attract investment, more to help the business and maintain business in the channel, and enhance the competitiveness of the terminal market.

Okuda bear pattern: For Okuda, the exhibition is not entirely aimed at attracting investment. 'Duck floating, kung fu below the surface'. So we have to do brand display on one hand, pull the brand height; on the other hand, take into account some investment. It should be said that the exhibition is pure The investment effect is not good. More needs to improve the brand image and brand height. When your brand is high enough, like honey, there will be flowers, which will naturally attract bees to collect.

Mido Zhao Long: In the past few years, large-scale professional exhibitions like Beishangguang can indeed bring certain customer volume and brand exposure to integrated stove enterprises. However, in the past two years, with the acceleration of various brands, the new exhibition brings The number of customers is declining. Therefore, we will pay more attention to brand display when we participate in the exhibition, and we will adopt various forms to promote the channel layout.

The demand for the kitchen appliance industry is sluggish, the market is declining, how is the first half of the integrated stove enterprise?

Gao Yongsheng, Chairman and General Manager of Kitchen Hall

Kitchen Hall Gao Yongsheng: Throughout the first half of the year, the development of the kitchen hall did not meet its own expectations, and the growth rate decreased year-on-year. However, with the continuous enhancement of product competitiveness and the signing of Donnie Yen, we have adjusted the entire marketing idea, such as The system of terminal stores, the introduction of active assistance activities, and the opening of nearly 200 new franchisees, we are still full of confidence in the growth in the second half.

Even in the case that the entire environment is not prosperous, we hope to start from ourselves, work hard, and constantly improve our overall competitiveness.

Shuai Feng Electric Marketing Director Zhu Yifeng

Shuai Feng Zhu Yifeng: According to our estimation, the performance in the first half of this year has slightly slowed down from last year, mainly because the new categories of dishwashers and cabinets have not yet made a substantial contribution, but in the core integrated stove products, it is still completed. The expected target has maintained a relatively steady growth. It is worth mentioning that the average price of the integrated stove products of Shuaifeng has achieved a certain increase compared with last year, which shows that our business quality is relatively benign. Next Shuaifeng Phase III The first phase of the production base will be completed and put into production. The new layout of cabinets and dishwasher production lines will help Shuaifeng continue to develop.

Okada Marketing General Manager Xiong Wen

Okuda bear pattern: In the first half of the year, the growth rate of the company has been maintained at around 50%. The development of the integrated stove industry has not been satisfactory this year. On the one hand, the overall industry demand, real estate regulation, fine decoration policy, etc. The impact is on the demand side; on the other hand, after the influx of a large number of enterprises, it will definitely dilute the share of some brands; that is, some enterprises are expected to be too exaggerated, resulting in a large gap between the actual situation and the expected target.

Okuda's current strategy is mainly to steadily and fast forward, small-step fast-running, and really do something that can make himself settle down.

Zhao Jinzhou, Executive Vice President of HKUST

Keda Zhao Jinzhou: In the first half of the year, HKUST was basically not affected by the impact of the industry, and still maintained a high operating rate, which is about 28 days per month. Previously, at least a dozen new business partners have been joined each month. The first half of the contract has been signed by the franchisees. There are about 300, and the number of landings has exceeded 200.

For the University of Science and Technology, in the first half of the year, the integrated stove industry generally experienced a slowdown in growth, but it is not an opportunity. Why do you say that? After all, if the industry has maintained a rapid development speed, everyone is easy to become blind, and the current industry is also It is not a cliff-like decline, but the growth rate is slowing down. In this stage, it is conducive to everyone to calm down, to solidify the basic skills, to make products, services and word of mouth.

Mars No. 1 Qin Hongwei: Mars No. 1 increased by 62% from January to June last year, but did not reach the expected target. The main reason is that this year's Spring Festival holiday is late, which affects the timing of the opening time. Overall, we signed the sale at the president this year. Meetings, regional linkages, training sessions and other various forms of marketing activities have taken a lot of effort, paying more attention to the quality of franchisee operations.

However, I personally think that with the passage of time, the big environment will still have a certain impact on the development of the industry. In this regard, we will continue to increase the intensity of product development and marketing, and continue to enhance market competitiveness.

When product and marketing gradually become homogenized, how will the integrated stove enterprise break in the future?

Kitchen Hall Gao Yongsheng: Through more than a year of adjustment and polishing, the product technical capabilities have been greatly improved. At present, the kitchen hall has formed a product structure with integrated stove as the core, supplemented by dishwasher and embedded steamer, and will be extended to other in the future. Kitchen appliances. Next we hope to be a better system solution provider, and then to form a fit with the dealers, to serve the end customers.

I think that there is a huge market space for the integrated stove industry in the future. From the point of view of brand development, at the same time, all enterprises are accelerating their staking, and they need to constantly invest in the brand to make some differentiated and tonal things. , continuously improve the awareness of the end-user level, and with the involvement of Haier, Midea, Shuaikang and other home appliance brands, the brand recognition of this category will be further accelerated.

Shuai Feng Zhu Yifeng: Undoubtedly, intelligentization will definitely be one of the future development directions of integrated stove products, so Shuaifeng will continue to invest in the intelligent layout. The other is to extend the solution to the entire kitchen. It should be said that in the hardcover room In the case of becoming a trend, kitchen appliances must go to the overall solution layout. On the one hand, this is the result of the business model of the engineering market, on the other hand, it can effectively increase the profit point and competitiveness of the channel.

As for the brand, I believe that the integrated stove enterprises need to make continuous investment, gradually improve the brand's exposure at the consumer level, and thus continue to accumulate to form a familiar consumer brand. Even kitchen appliances such as Fangtai and Boss Leading companies, after more than 20 years of development, have formed the existing brand height.

Okuda bear pattern: In the future, I think that the integrated stove will develop in two aspects, one is the refined level of the process, and the other is the intensive innovation function to solve the pain points of the users. In the case of Okuda, it will be through the transformation of space and release time. Dimensions, creating an open kitchen, so that users have enough time to communicate with their families.

At present, the attention of users of integrated stoves is not very high. It is difficult for a single product to solve the needs of the entire kitchen. Therefore, many companies now choose to adhere to the main business, and extend the category to meet the needs of the kitchen. Various needs. I believe that with the development of the industry, after the integrated stove is widely recognized, the corresponding diversified layout will be more logical. At that time, the industry will also present a clearer brand camp, and there is a technology precipitation, with a sustainable business philosophy. The company will gradually take the lead to lead the industry.

Mei Duo Marketing Director Zhao Long

Keda Zhao Jinzhou: From the current stage, the consumer's awareness of the integrated stove needs to be further improved. At this time, everyone needs to go to the category promotion, and rely on the terminal's marketing to revitalize. For the HKUST itself, it will focus on the integrated stove. Class, take the path of high output and high output, will not fight the price war because of the market downturn, or insist on the positioning of high-end brand.

In the next 5 years, I will judge that there will be 3-5 integrated stove enterprises in the capital market, and will gradually produce a leading brand that consumers are more recognized. Therefore, in the future, HKUST will not be conservative and will try its best to attack and strive to maintain Fast development speed, to achieve the industry's contrarian under the curve overtaking.

Mido Zhao Long: In the future, the integrated stove enterprise must be a comprehensive ability competition. Among them, I think that we need to do two things at this stage. The first is to continuously invest in the brand and continuously improve the awareness of the integrated stove in the user; The factory needs to do the assistance work of the franchisees, especially in the current market environment, it is more necessary for the manufacturers to guide and help the franchisees to sell goods.

Qin Hongwei, Executive Vice President of Mars

Mars No. 1 Qin Hongwei: The integrated stove industry has developed to this day. I think that the overall homogenization of products is inevitable and understandable. It is nothing but a breakthrough in some functions. Mars will always insist on being an advocate of intelligent integrated stoves. Further direction of intelligent direction, adding background management, voice control, nutrition recipes and other functions. At the same time, we will form an integrated stove and integrated sink as a 'pointer', continue to expand channels, and subsequently increase the cabinet based on channel expansion. And explore the possibilities of diversity.

Now everyone is talking about industry differentiation, shuffling, the possibility and risk of price wars. In my opinion, before the storm did come, it was only a notice. For us, to strengthen the internal strength, then look at us Resist several typhoons. (Zhang Yuhuai)

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