The integrated stove market that has been incubating for many years has achieved a breakthrough in scale in 2017 and has become another consumption hotspot in China's kitchen electric appliance industry. In China's integrated stove industry map, Zhejiang Luzhou has played a very important role. Here is the collection of Shuaifeng, billion Tian, Senge and other more than 100 integrated stove production enterprises, the industrial scale reached 8 billion yuan, becoming China's main integrated production area.
On July 12, the China Integrated Cookware Industry Research Group, jointly organized by China Hardware Products Association and Zhongyikang Times, visited Shuaifeng, the leading enterprise of Cangzhou integrated stove. Shang Ruoyun, chairman of Zhejiang Shuaifeng Electric Co., Ltd., said The market for integrated stoves is still small, and she hopes to expand the market for integrated stoves with more like-minded companies.
Shang Ruoyun, Chairman of Zhejiang Shuaifeng Electric Co., Ltd.
Deep ploughing for more than ten years, Shuaifeng ushered in integrated stove development spring
Strictly speaking, the integrated stove is not new. It has been nearly 20 years since its birth. However, the integrated stove has not been favored by the kitchen industry for a long time. Until recently, the integrated stove has gradually warmed up, more and more Accepted by many consumers.
In fact, as a kitchen concentrator that integrates range hoods, gas stoves, sterilizers (storage cabinets, steamers, ovens), the integrated stoves cater to the needs of consumers for a clean, healthy kitchen environment. Pain points, under the favorable consumption upgrade, gradually revealed amazing growth potential.
According to Zhongyikang data, the sales volume of integrated stoves in China has reached 1.5 million units in 2017, and the sales volume has exceeded 10 billion.
Founded in 1998, Shuaifeng has been deeply involved in the integrated stove industry for more than 10 years. After painstaking market cultivation, Shuaifeng finally ushered in the spring of integrated stove industry development, and in this long-lasting market cultivation, Shuaifeng It has also gradually realized self-butterflying, and is among the first echelons of the integrated stove industry.
Zhu Yifeng, Marketing Director, Zhejiang Shuaifeng Electric Co., Ltd.
According to Zhu Yifeng, Marketing Director of Zhejiang Shuaifeng Electric Co., Ltd., in 2017, Shuaifeng sold 150,000 integrated stoves with a revenue of 700 million yuan. Up to now, Shuaifeng has developed 1,500 dealers nationwide, covering provincial capitals. The rate reached over 98%, the coverage rate of secondary cities reached over 90%, and the number of dealers with annual revenues exceeding one million has exceeded 200. Among them, the annual revenue of more than 20 dealers exceeded 5 million yuan.
Shuaifeng Product Showroom
Although the integrated stove market has entered a stage of rapid growth, Shang Ruoyun admits that the scale of the integrated stove industry is still small, and the market size of the integrated stove is made larger, so that consumers can enjoy the wonderful life experience brought by the integrated stove. Wish.
What makes Shang Ruoyun happy is that more and more enterprises are beginning to get involved in the field of integrated stoves, especially the entry of Haier, Midea and other home appliance giants, so that the attention of the integrated stove is greatly improved. Shang Ruoyun said, see Haiermei, etc. When the company joins the integrated stove industry, she feels 'very happy'. She believes that the joining of these giants will put the integrated stove industry on the right track.
Gan is the leader. Shuaifeng promotes the development of the integrated stove industry.
Known as the 'China's Kitchen Capital', Cangzhou has become a bridgehead for the integrated stove industry. With the support of the Cangzhou Municipal Government, the integrated stove has grown into a major industry in Cangzhou, with more than 100 companies. Shuaifeng is a well-deserved leader in the integrated stove industry in Zhangzhou.
As an industry leader, Shuaifeng's ambition is not to make a fortune. Over the years, Shuaifeng has established a positive image in the industry by increasing product development and supporting facilities. Up to now, Shuaifeng has 5 integrated stoves. Invention patent, 41 utility model patents and 74 design patents. Shuaifeng's laboratory comprehensively covers important detection indexes such as soot absorption rate, grease separation degree, noise, etc., and can be in accordance with relevant national standards, industry standards, and local standards. The requirements for the safety and performance indicators of hundreds of integrated stoves can be tested. In July 2016, it became the first nationally recognized laboratory in the integrated stove industry.
Not only that, but also actively participate in the development of relevant standards, has participated in an international standard, 13 national standards and a number of local and group standards, to help the integrated stove industry to develop standards to regulate and guide the development of the industry.
In the early stage of the development of the integrated stove market, in the face of the industry's current situation of insufficient understanding of integrated stove products, Shuaifeng signed the performance star Haiqing as the spokesperson in 2010, and was one of the earliest companies in the integrated stove industry to use image spokespersons. In terms of hiring the image spokesperson, Shuaifeng and Yitian and Senge have formed a response to the two integrated stoves in Zhangzhou, and jointly raised the awareness of integrated stove products.
At the same time, Shuaifeng also used CCTV and other various media platforms to integrate the name of the stove, and through the "Consumer Proposition" column, titled high-speed rail train and other marketing initiatives, to promote the integrated stove market prosperity.
With the continuous expansion of the integrated stove market, Shuaifeng gradually increased its investment in integrated stove business. Today, Shuaifeng already has three modern integrated stove production bases. It covers an area of 226 acres and has a total investment of 1.07 billion yuan. The plant will be put into production soon. By then, the annual production capacity of Shuaifeng integrated stove will reach 1.2 million units.
In 2018, Shang Ruoyun gave Shuaifeng the goal of achieving a revenue scale of over 1 billion yuan, achieving a 50% year-on-year growth.
Shang Ruoyun said that in the future, Shuaifeng Electric will rely on the three core competencies of brand, team and products to continuously promote the rapid growth of enterprises and brands, promote the healthy and rapid development of the integrated stove industry, and create healthy kitchen appliances for Chinese consumers.
Zuo Yanzhen, General Manager of Zhongyikang Brand Center
Zuo Yanxi, general manager of Zhongyikang Brand Center, said that the integrated stove industry is attracting more and more manufacturers to join. How to ensure the high quality development of the whole industry is highly concerned by the whole industry. Integrated stove enterprises need to make differentiated products. Planning a differentiated strategy and realizing differentiated management can guarantee the high-quality development of the entire integrated stove industry. Only by consolidating the products and deepening the market, it is possible to do better in the future industry shuffling.
Su Anjian, Deputy Secretary General of China Hardware Products Association
Su Anjian, deputy secretary-general of China Hardware Products Association, said that the integrated stove has a very important significance for the home appliance industry to increase the variety, improve the quality, create a brand and meet the needs of consumers' better life. Many mainstream home appliance companies are pouring into the integrated stove industry for integration. The promotion of the stove market has played a role in fueling the situation. The purpose of this survey is to further promote the product cognition and market popularization of integrated stoves in consumer terminals, and promote high-quality and healthy development of the industry. He hopes that mainstream enterprises such as Shuaifeng will grasp the market. Opportunity, actively play the role of industry leaders, together to enlarge the integrated stove market cake.