1. The steady growth and high profit of the kitchen appliance market has been astounding.
From the data point of view, the average retail sales of the Chinese kitchen appliance market in 2012-2017 increased by 13.5% per year, leading all household appliances by double-digit growth.
2. In 2018, the kitchen appliance market has changed suddenly, ushered in a trough.
According to Zhongyikang data, the market size of the kitchen electricity market (smoke stoves and micro-steaming and washing embedded machine) in January-May 2018 reached 36.9 billion, an increase of -4.2% over the same period of last year. The retail sales of range hoods was 16.4 billion yuan, -7.34%, the retail sales of gas stoves was 9.6 billion yuan, -4.95% year-on-year.
Shi Ting, general manager of Zhongyikang Kitchen Electric Business Division, used the word 'difficulty' to define the overall performance of the kitchen electricity market in the first half of 2018. She pointed out that the overall situation of the kitchen electricity market was mainly affected by the narrowing of housing growth. '
It is understood that in July last year, real estate existing housing began to grow and turn negative, the proportion of decline is still expanding, the residential area sales growth in December 17 years, a negative growth of 19.3%, directly affecting the kitchen appliance market demand in the first half.
Some industry insiders predict that with the government's continued high-pressure control of the real estate market and the disappearance of some of the major kitchen appliances' popularity dividends, the kitchen appliance market and the head brand's rapid growth over the years will end, and the low- to medium-speed development will become the kitchen. The new normal of the electricity market.
In this regard, Liu Buchen, a senior observer of the home appliance industry, has a different attitude.
In his view, real estate is not an important factor affecting the development of the kitchen appliance industry. 'The real estate industry can only affect the extension of the kitchen appliance industry, but can not affect the structural market of the kitchen appliance industry.' He believes that the kitchen appliance industry will be in the next five years. It will continue to grow at a high rate. 'Even if the kitchen electricity market is saturated, it does not mean that mainstream brands will no longer grow. Mainstream brands will get bigger cakes by taking advantage of the weak brands.'
From Fang Tai, Boss, Vantage's first-quarter results can be a glimpse of a leopard. Boss Electric's quarterly report shows that during the reporting period, the company achieved operating income of 1.592 billion yuan, an increase of 16.89%. The net profit attributable to shareholders of listed companies was 302 million yuan. , a year-on-year increase of 20.05%; thanks to the sink dishwasher and embedded oven, the good performance of the steamer, Fangtai also maintained a medium-to-high-speed growth; and Vantage also relied on new categories such as dishwashers to achieve first-quarter revenue growth of more than 30 %.
Against the backdrop of the decline in overall market size growth, these companies have grown against the trend, thanks to the two core elements they have: high-end products and brands.
In the view of home appliance professionals, the competitiveness of high-end smart kitchen appliances compared to low-end products is reflected in all aspects, but the core point is that high-end smart kitchen appliances are ecologically intelligent, and they provide the whole The intelligent improvement of the kitchen experience, rather than the intelligence of a single product. From this perspective, high-end enterprises have stronger R & D and innovation capabilities, can provide more meaningful and valuable intelligent experience.
With the completion of the fine decoration policy, brand tonality has become the key to the success of the company. Zhongyikang data shows that there are at least eight provinces and cities that have joined the fine decoration team in the country, and the decoration in these 8 provinces and cities The policy will be implemented before 2020. With the deepening of the model implementation, the proportion of full decoration in real estate will become larger and larger, and the customers of this part of the kitchen electric appliance enterprise will be transformed from a single family customer to a real estate agent. As a supporting product of real estate, kitchen appliances must be attached to the positioning of real estate developers and corresponding real estate. At present, real estate real estate is also promoting high-end, so there is a requirement for the tone of the kitchen appliance brand. The scope will be more concentrated, which will have a significant impact on the market's long tail brand.
It will come sooner or later.