Following the announcement on June 25 that Shuaikang announced the establishment of an integrated kitchen power company, the integrated kitchen power industry has fallen.
On July 18, Boss Electric announced that it has reached a strategic cooperation with the high-end integrated stove brand Jindi Electric. Boss Electric will strategically control Jindi Electric with a 51% shareholding ratio, and integrate the kitchen market.
It is understood that before Shuaikang and Boss Electric, Haier, Midea has entered the integrated stove market in the past two years. Moreover, the Oaks integrated stove has entered the top ten online market.
In fact, in addition to the entry of home appliance giants, some cross-border players with almost no home appliance background are also pouring into the integrated stove market. According to Wang Weiqiang, research director of Zhongyikang Times Kitchen and Bathroom Division, including Zhejiang Shaoxing Big Dipper, Jiangsu Nantong Yuansheng and other enterprises are already preparing for the formation of the team, and they have successively launched new products.
In the recent survey conducted by China National Grid, it was learned that even in the state of Zhejiang Province, such as Shuaifeng, Senge, Yitian and other professional integrated stove enterprises, there are still a large number of enterprises investing in the field of integrated stoves.
The sense of smell of capital has always been sensitive, and the corresponding behind the market is the arrival of the market turning point.
From marginalization to market outlets
From the smoke stove to the micro-steaming and washing, the star products of the kitchen electric industry are constantly changing, and the integrated stove seems to have been hidden for many years.
According to industry insiders, the integrated stove product is an authentic 'national product', which has been around for 20 years since its birth. As a collection range hood, gas stove, disinfection cabinet (storage cabinet, steamer, oven), etc. The kitchen appliances with multiple functions in one, the integrated stove has the characteristics of beautiful design, space saving, good smoke exhaustion, etc. However, due to the low consumer awareness, housing structure space and other factors, the integrated stove market has not been warm before. Not fire.
However, in recent years, with the arrival of the tide of consumption upgrades, the characteristics of clean, beautiful, and efficient integrated stove products have been recognized by more consumers, and the integrated stove market has gradually revealed great growth potential.
According to Zhongyikang data, the sales volume of integrated stoves in China was about 1.5 million units in 2017, and the sales scale has exceeded 10 billion yuan. In the first half of 2018, in the case of the overall cold in the kitchen appliance market, the integrated stove market still performed. Excellent, especially in the online market, retail volume, retail sales reached 155,000 units, respectively, 950 million yuan, an increase of 97.7%, 138.3%.
Yang Bing, deputy general manager of Shuaikang integrated kitchen and electric appliance company and general manager of kitchen electric marketing company, told China National Grid. From the statistics of the past three years, the performance of the integrated stove market can be said to have exploded growth, which indicates the integrated stove. The industry has gradually entered the growth period from the introduction period.
For the development process of the integrated stove market, Zhejiang Meida, the first and only listed company in the integrated stove industry, has defined in the 2017 annual report: Integrated stoves as a segment of the kitchen power industry, through 2016, The high growth of 2017 for two consecutive years has gradually transitioned from the introduction period to the primary growth period. With the further development of market education, the integrated stove market will continue to develop at a high speed in the next two years.
What is the substitution effect?
In the first half of 2018, the overall sharp decline in the kitchen appliance market was in stark contrast to the rapid growth of the integrated stove market.
Zhongyikang data shows that the kitchen and electric appliance market (smoke stoves, micro-steaming and washing and laminating machine) in the first five months of 2018 reached 36.9 billion yuan, a year-on-year increase of -4.2%. Among them, the range of range hoods was 16.44 billion yuan. The year-on-year growth was -7.0%; the gas stove market was 9.61 billion yuan, up 4.4% year-on-year; the disinfection cabinet market was 2.20 billion yuan, up -15.1% year-on-year.
Therefore, some insiders worry that the rapid development of the integrated stove market may aggravate the deterioration of the traditional smoke stove market.
Shuaikang told China National Grid that China has a rich food culture, traditional smoke stoves and integrated stoves have their own characteristics, each with corresponding crowd preferences. The integrated stove is a supplement to traditional kitchen appliances, and will not be available to existing kitchens. Electricity has an excessive impact. Moreover, in western developed countries, traditional smoke, stove, roast and integrated oven stoves are sold in the same store, which is the product of the times.
According to Zhong Yikang's analysis, the retail volume of integrated stoves is less than 10% of the retail volume of hoods, and it will not have a major impact on the overall kitchen electricity market. Moreover, because of structural problems, space factors and public flue Factors and even property and other conditions, not all kitchens can be equipped with integrated stoves, integrated stoves can not completely replace the traditional smoke stove, it provides a variety of choices outside the traditional smoke stove market.
Industry development still needs to add 'energy'
As mentioned above, although the integrated stove market dividend is gradually released, given the small market size and low consumer awareness, there is still a long way to go before the integrated stove market wants to really grow and develop.
Shuaikang said that on the one hand, the integrated stove enterprise currently implements the safety standards of GB16410 household gas appliances and GB4706.1 household and similar electrical appliances. The products have not yet had direct exclusive standards. It can be said that the standard formulation requirements for integrated stove products are very high. On the other hand, the integrated stove industry needs to introduce big brands and introduce more resources, so as to improve the overall standards and levels of the industry from design, R&D, production, manufacturing, service, sales, etc. market.
For the entry of traditional home appliance giants, Yang Bing said that Shuaikang is very welcome to the United States. Haier, such as home appliance companies and other kitchen appliances companies, have entered the integrated stove industry. This is not only the store, but also the combination of brand enterprises. It can promote the improvement of the integrated stove supply chain level, promote the development and improvement of the integrated stove standard, and let users get high quality products of the same quality.
In addition, some industry insiders pointed out that the channel layout of mainstream enterprises in the integrated stove industry is mostly concentrated in the third, fourth-line market and traditional home building materials market, which has certain limitations. In the future, we should actively expand the first and second-tier markets. Continue to increase diversified efforts to form an omni-channel coverage of online, offline, KA, building materials, distribution, specialty stores, cabinets and other fields.