Integrated stove, a category that has been questioned and not favored by the kitchen appliance industry, has now become a new star in the kitchen appliance market. Zhejiang Luzhou and Haining are the two main producing areas of integrated stoves in China, and the integrated stove market is growing rapidly. Is attracting more and more attention.
On July 12, the Chinese integrated stove industry research group jointly organized by China Hardware Products Association and Zhongyikang Times came to Haining and visited the Haining integrated stove leading enterprise Martian. Through the chairman and general manager of Martian Kitchenware Co., Ltd. Manager Huang Weibin, Haiyue Kitchen and Electric Hardware Industry Association Secretary General Yu Yuezhen and others exchange, Haining integrated stove industry scale and development path has been clearly presented in front of people.
Huang Weibin, Chairman and General Manager of Mars Kitchenware Co., Ltd.
Martians who have made their mark in the 'Leather Capital'
At present, there are 9 enterprises specializing in the production of integrated stoves in Haining. Although the number of enterprises is far lower than that of Zhangzhou, the scale of Haining integrated stove industry can not be underestimated: In 2017, the scale of Haining integrated stove industry has reached 2.5 billion yuan. Two major brands in the integrated stove industry - the United States and the Martians.
Haining is known as the 'leather and woolen sweater capital', and the founder of Martians, Huang Weibin, also first appeared in the leather and sweater industry. In 2009, due to his wife suffering from kitchen fumes, Huang Weibin had a complete solution to the problem of kitchen fumes. Idea. Driven by this idea of 'romantic' color, Huang Weibin officially set foot in the integrated stove industry in 2010, founded the Martians.
Since the first store in 2011, the number of stores has reached nearly 1,500. The Martians have only spent seven years, and its development speed has made the industry look. In 2017, Martians surrendered more than 800 million yuan in operating income. A brilliant transcript with a 103% year-on-year increase.
In Huang Weibin's view, the integrated stove is the trend of kitchen electric appliance development in the future. But at this stage, consumers are not very aware of the integrated stove, and there are still many dissatisfaction with the products. He said that Martians insist on high starting point and high Standard, high requirements to solve the product design concept of Chinese kitchen fumes, is committed to making products that satisfy consumers. In the product design process, the first concern of Martians is not the cost of the product, but the quality of the product.
Martian integrated stove
When developing products, Martians insist on making good-looking, easy-to-use and good services, that is, the product design should be fashionable; it can solve various pain points and needs of users, so that users can have a pleasant feeling during use; Provide leading industry services.
Huang Weibin said that Martians have achieved rapid development through the adjustment of products and business models. In the first half of this year, Mars sales and profits have maintained a growth of more than 50%. 'The whole development direction and momentum is still very good. In 2018, the Martians set themselves a goal of achieving a 60% year-on-year increase.
The good momentum of development has made Mars more emboldened and the steps are even bigger. The second phase of the intelligent integrated stove industrial park, which was built by Mars people with an investment of nearly 700 million yuan, will be put into operation in August this year. The annual production capacity of integrated stoves can be increased by 80. Wantai.
Seeking industry symbiosis
The rapid growth of Martian's performance is only a microcosm of the development status of China's integrated stove industry. According to Zhongyikang data, the sales volume of integrated stoves in China reached 1.5 million units in 2017, and the sales scale exceeded 10 billion.
The industry is optimistic that the size of China's integrated stove market is expected to reach 12 billion in 2018, and may even reach 15 billion.
In fact, some companies with a keen sense of smell have noticed the potential and opportunities of the integrated stove market. In Zhangzhou, a large number of enterprises have invested in the integrated stove industry, and the number of integrated stove enterprises has increased rapidly. Even Haier, Midea and other home appliance giants have integrated stoves. The business has been laid out and sought to divide.
Yu Yuelu said that unlike the development of the integrated stove industry in Chenzhou, Haining integrated stove industry adheres to the development path of winning by quality and doing brand.
For the addition of new forces, Huang Weibin believes that this will promote the integrated stove industry. At the same time, he also stressed that no matter who enters the integrated stove industry, they need to work hard. 'We always focus on the overall strategy of high-end positioning, in the product Strengthen R&D investment. ' Huang Weibin said, 'Each brand is not the same. If you do it with your heart, we can coexist with each other.'
Zuo Yanzhen, General Manager of Zhongyikang Brand Center
Zuo Yanzhen, general manager of Zhongyikang Brand Center, said that the explosive growth of the integrated stove market is bound to attract more and more businesses to enter this field. In order to maintain the sustainable and healthy development of the industry, enterprises should form a consensus through technology. Renovation and equipment upgrading, continuously raising thresholds and technical barriers, and maintaining continuous improvement of the overall level of the industry.
Su Anjian, Deputy Secretary General of China Hardware Products Association
Su Anjian, deputy secretary-general of China Hardware Products Association, said that the purpose of the visit 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 industry leaders such as Mars will seize market opportunities. Actively play the role of industry leaders, promote the sound development of the industry, and work together to make the integrated stove industry bigger and stronger.