In the first half of 2018, mainly affected by real estate regulation and control factors, the kitchen and electric appliance industry changed the trend of high growth in the past few years, and the overall market declined. According to Zhong Yikang, the kitchen electricity market in January and May 2018 (smoke) The market scale of the stove is micro-steamed and washed and embedded. The market scale is 36.9 billion yuan, a year-on-year increase of -4.2%.
Chang Wen, Deputy General Manager of Changhong NEC
In the view of Yu Wenjun, deputy general manager of Changhong NEC, due to different statistics and different standards, the kitchen electricity market has not changed much in the first half of the year. However, it is undeniable that the decline of the third and fourth-line brands is indeed very serious, and some regional brands have declined. Even more than 30%. Changhong Daily, which has the background of the Group, has a strong brand influence and frequent efforts in products, channels, after-sales, etc. In the first half of this year, only the kitchen electricity business achieved more than 60%. growth of.
Yu Wenjun believes that the main reason why Changhong Kitchen Electric can achieve contrarian growth is that there is a big brand behind it as a support. 'Cooking appliances as a consumables, consumers are more inclined to big brands when they choose. Because big brands mean good product quality, and more importantly, after-sales service is guaranteed. ' Yu Wenjun said.
Changhong Wisdom Kitchen
Secondly, the improvement of product strength, especially in the intelligent layout, relying on Changhong Group's resources and advantages in intelligent R&D, Changhong fully applies intelligent technology to kitchen appliances, further enhancing Changhong kitchen appliances. Quality and market competitiveness.
At present, intelligentization has become a major trend in the development of the entire home appliance industry. Compared with smart TV products such as smart TV, the intelligentization of kitchen appliances seems to be still in the stage of exploration. Although the penetration rate of smart kitchen appliances is not high, However, it does not affect the speed of the kitchen power companies to step up the process of intelligent layout. Whether it is Fang Tai, Boss, Vantage, such traditional kitchen appliances, or Changhong, Midea, Haier, such integrated home appliances, are accelerating kitchen appliances The layout, and even some Internet companies have joined the smart kitchen camp.
Yu Wenjun said, 'Changhong is not the same as others. We do not be smart and intelligent, but it is really convenient for consumers. For example, this year's new launching intelligent voice hood can be controlled by voice. Control wind volume, heat, play weather forecast, listen to music, learn about stock market while cooking, etc. What you want to do is to speak directly, you don't need to do it, completely liberate your hands.
Changhong intelligent voice hood equipped with a 10.1-inch large screen
According to Yu Wenjun, Changhong Kitchen Electric has added three new hood products based on the original products this year, all of which focus on intelligent functions. In addition to the above-mentioned Qiqi intelligent voice hood, there are two models with 10.1 respectively. An inch-sized voice hood and an IoT hood that supports Wi-Fi links without voice or large screen. Among them, IoT hoods that support Wi-Fi links do not have intelligent voice functions, but are based on IoT technology's function of connecting with mobile APP can not only store personal preferences, but also share and interact with family members. Another hood with the industry's largest screen can control the hood through the screen. You can watch recipes on the screen. The biggest feature of this machine is that it can be interconnected with Changhong Smart Refrigerator. It will recommend the appropriate recipe according to the existing materials in the refrigerator.
Under the guidance of the intelligent strategy, Changhong Kitchen Electric not only improved the core competitiveness of the products, but also achieved sales growth. At the same time, the product structure was further transformed into the middle and high-end. It is understood that through the application of intelligent technology, Changhong Kitchen The average price of electric products has increased by about 20%.
In addition to working hard on product quality and performance, Changhong NEC continues to expand its retail channels. On the one hand, it actively promotes the layout of online channels. Yu Wenjun said that Changhong NEC has now fully integrated into the three major online platforms (Tmall , Jingdong, Suning), this year's e-commerce platform has begun to force. On the other hand, while deepening the third- and fourth-class market, it began to vigorously expand the first- and second-tier markets, and fully entered the KA store, while establishing Changhong's daily electricity store. It is understood that from the beginning of this year to now, Changhong NEC has built more than 1,000 specialty stores, mainly in county towns and prefecture-level cities. In addition, it also integrates other channels of Changhong, such as retail outlets integrating Changhong TV and Changhong air conditioners. , Enter Changhong Meiling Life Museum and so on.
Changhong gas water heater
In the course of the conversation, Yu Wenjun also mentioned another boost factor for the steady growth of Changhong kitchen appliances in the first half of this year. That is after-sales service. 'Before Changhong’s after-sales service was done by agents, starting from the beginning of last year. All products are installed and after-sales service is handled by Changhong itself. The dealers only need to be responsible for selling the products, which will undoubtedly reduce the dealer's concerns and also make consumers feel more comfortable purchasing our products.
Yu Wenjun believes that in the context of the new round of consumption upgrades, brand competition is becoming more and more fierce, and industry reshuffle is further accelerated. In the fierce market competition, only two types of enterprises can survive. One is the enterprise that masters the core technology. The other type is a company with brand advantage. 'Enterprises want to survive, the most important thing is to get recognition from consumers, and consumers recognize professional, familiar brands.' Yu Wenjun finally said.
