In 2017, it is a milestone in the development of China's integrated stove industry. After more than ten years of cultivation, the integrated stove market has ushered in an explosive growth in 2017, and the market scale has exceeded 10 billion yuan. The integrated stove has become a new field in China's kitchen electric field. tuyere.
On July 13th, the Chinese integrated stove industry research group jointly organized by China Hardware Products Association and Zhongyikang Times came to Haining, Zhejiang Province, and visited the founder of the integrated stove product category.
Integrated stove pioneer
As early as 2003, the University of America and the United States developed the first integrated stove that integrates various functions such as fume, stove, and disinfection cabinet in one machine. This product that subverts the traditional kitchen design idea uses the lower row of fume. System and integrated design can not only effectively solve kitchen oil smoke pollution, protect human health, but also save space and improve people's living environment. US University not only opens up a brand new kitchen appliances category, but also drives the development of an industry.
In May 2012, the US company landed in China's A-share market and became the first integrated stove industry in China. It is also the only listed company.
However, since the day of its birth, because it is not optimistic about the kitchen appliance industry, consumers are under-recognized, and the integrated stove has experienced a long period of stagnation. For a long period of time, the integrated stove market is sung by the American family. 'One-man show', until the emergence of professional integrated stove manufacturers such as Yitian, Shuaifeng, Senge, Martian, etc., the volume of integrated stove industry has gradually enlarged, and now with the addition of a number of home appliance giants formed a 'big chorus' .
After more than a decade of cultivation, the integrated stove market has finally entered a period of rapid growth, and the market scale has exploded. According to Zhongyikang data, the sales volume of integrated stoves in China reached 1.5 million units in 2017, and the sales volume exceeded 10 billion. .
Zhong Chuanliang, Deputy General Manager of Zhejiang Meida Industrial Co., Ltd.
Zhong Chuanliang, deputy general manager of Zhejiang Meida Industrial Co., Ltd. said that the integrated stove industry has a good momentum of development. 'Our original market share is very low, and there is a lot of room for subsequent growth. In addition, with the change of people's consumption concept, the awareness of health and environmental protection gradually Strengthening, the advantages of integrated stoves will be further developed, and consumption upgrades will also bring us room for development.
As the pioneer and industry leader of the integrated stove, Midea has created a cusp for the integrated stove industry, and now enjoys the dividend of the integrated stove market demand. In 2017, the company achieved a total operating income of 1.026 billion yuan, compared with the same period last year. It increased by 54.18% and realized a total profit of 359 million yuan, an increase of 51.38% over the same period of the previous year. As a core business integrated stove business, it realized operating income of 92,600 yuan, accounting for 90.41% of its revenue. US University became the first in the integrated stove industry. Enterprises with revenues exceeding 1 billion mark.
In 2018, under the influence of negative factors such as tightening of real estate regulation and control policies, the kitchen electricity market was cold, but the integrated stove market still maintained rapid growth. In the first quarter of this year, the growth rate of US business revenue reached 53.15%, and the profit increased by 49.74. At the beginning of this month, U.S. released its first half of 2018 performance forecast. It is expected that the net profit attributable to shareholders of listed companies will reach 144 million yuan - 149 million yuan in January-June, up 45%-50% year-on-year.
U.S. Accelerates Seize the Market
Nowadays, the market potential and development prospects of integrated stoves are becoming more and more clear. Accelerating the occupation of the market has become a top priority for all enterprises.
At present, the University has established a nationwide marketing network and service system. By the end of 2017, it has more than 1,000 first-level distributors (regional distributors) and more than 2,000 marketing terminals in the country, and has settled in Gome, Suning, and Five Stars. Red Star Macalline, Real Home and other well-known household appliances home chain stores, and established online marketing channels in Tmall, Jingdong, Suning Tesco, Gome Online and other e-commerce platforms. Not only that, but also the United States will also integrate the stove into the market Malaysia, Vietnam and other Southeast Asian markets. Zhong Chuanliang said that next, the first and second tier cities will be the battlefield of the United States and the main attack.
Beautiful health kitchen
As the integrated stove gradually became recognized and accepted by consumers, U.S. is also preparing for the further explosion of the integrated stove market. In November 2017, the newly planned investment of U.S. was 1.35 billion yuan, with an annual output of 1.1 million. The integrated stove and high-end kitchen appliance construction project was officially launched, and the capacity expansion will lay the foundation for the US to accelerate the market.
The expansion of the integrated stove market has attracted a large number of enterprises and capitals to enter the field, including Haier, Midea, Shuaikang and other home appliance giants. They have also entered. Today, Zhejiang Yinzhou and Haining have become the two main products of China's integrated stove industry. District, the industry lineup continues to expand.
Dr. Xia Ding, Chairman and General Manager of Zhejiang Meida Industrial Co., Ltd.
In the view of Dr. Xia Ding, chairman and general manager of Zhejiang Meida Industrial Co., Ltd., traditional home appliance enterprises have entered the integrated stove industry, indicating that everyone is very optimistic about the integrated stove industry, and the US is happy to see it. But he also mentioned that The industry is in the process of growth, not mature yet, and needs careful care. The next two to three years will be the industry shuffling period.
'As a leading company in the industry, we insist on our own brand positioning and will not dance with the wind. ' Xia Ding stressed.
According to industry estimates, the number of integrated stove manufacturers has reached as many as three or four hundred. Zhong Chuanliang believes that there are many and complicated enterprises in the integrated stove industry, and the quality of each aspect is uneven. Some enterprises do not have their own technology research and development, and they do not have their own perfect services. And the marketing network, which will adversely affect the entire integrated stove industry, affecting the industry's reputation and reputation. Therefore, he called on the industry to strengthen self-discipline, and also hope that the competent authorities will strengthen the supervision and management of the market, and hope to purify the environment of the industry and create a Benign competition environment.
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 the company will be the industry leader and actively play the industry. The role of the leader, to promote the sound development of the industry, together with other mainstream companies to make the integrated stove industry bigger and stronger.