After more than ten years of market cultivation, the integrated stove ushered in a market outbreak in 2017, and blush became one of the most eye-catching sub-categories of the kitchen appliance industry in China. This market scale exceeded 10 billion subdivided kitchen appliances industry, Attract more and more players into the game.
Recently, the Chinese integrated stove industry research group jointly organized by China Hardware Products Association and Zhongyikang Times came to Zhejiang Yinzhou, Haining, Yuyao and other places to conduct research on the leading enterprises in China's integrated stove industry. With the increase of market acceptance The integrated stove industry's territory has expanded rapidly. The addition of new forces such as home appliance giants and professional kitchen appliances companies has enabled the integrated stove industry to usher in a competitive landscape.
The fire of the stars has gradually become the trend of the original
Although the integrated stove has only gradually emerged in recent years, its development history has been 15 years. As early as 2003, Mei Da, located in Haining, Zhejiang, developed China's first integrated stove. The emergence of integrated stoves, not only Opened up a new category of kitchen appliances, and in the future will form a tens of billions of scale industry.
Due to the characteristics of its own product structure, the integrated stove has obvious advantages in the effect of oil absorption. Especially for families with small kitchen space, the integrated stove can be equipped with range hood, gas stove, disinfection cabinet, electric oven, electric steaming. Integrated integration of functions such as boxes, dishwashers, lockers, etc., can save users a lot of kitchen space.
However, after the birth of the integrated stove, it did not quickly become popular in the market, but after a period of ups and downs of more than a decade. During the visit, the person in charge of the integrated stove company mentioned that the integrated stove had encountered professional kitchen electricity. Both enterprises and cabinet companies are not optimistic. Because consumers lack awareness of integrated stoves, integrated stoves are niche products for quite a long time.
In fact, the market for integrated stoves in the early stage was slow to develop, and it was not unrelated to the technology used in integrating stoves at the time. The integrated stoves originally designed by American University used the ring suction and lower row technology. Although the effect of oil smoke was obvious, the safety performance of the products was questioned. Until the side suction and lower row technology introduced by Zhangzhou integrated stove enterprise gradually became the mainstream of the industry, the integrated stove slowly opened up the market. The first integrated product of the integrated stove was successfully listed in 2012, let this category begin to enter the public field, and also let The capital market began to pay attention to this new kitchen electric segment.
In 2017, the integrated stove finally ushered in the market in China. According to Zhongyikang data, in 2017, the sales volume of China's integrated stove market reached 1.5 million units, and the sales scale exceeded 10 billion yuan.
Nowadays, the integrated stove industry in Zhejiang Yinzhou and Haining has initially achieved scale effect, and a number of influential brand enterprises have emerged. According to the statistics of the industrial associations in Zhangzhou and Haining, the 2017 integrated stove production enterprise in Zhangzhou The number is close to 200, and the industrial scale is about 8.5 billion yuan. The leading enterprises in the local integrated stove industry include Yitian, Shuaifeng and Senge; the number of Haining integrated stove enterprises is far less than that of Zhangzhou, only 8 but The scale of the industry has reached 2.5 billion yuan. There are not only the first share of China's integrated stove industry, but also the founder of integrated stoves, and the new star Martian who has risen rapidly in recent years.
Due to the optimistic expectations for the development of integrated stove products and integrated kitchen power, Haier, Midea, TCL, Konka, Shuaikang and other home appliance giants are all in the integrated stove market. Aux is also one of the more active integrated stove brands in the market in 2018. There are more than one hundred integrated brand brands on the Jingdong platform. Some people in the industry expect that the number of enterprises in the integrated stove industry has reached three or four hundred.
On July 18th, the kitchen electric appliance enterprise boss electric appliance and Jinzhou integrated stove production enterprise Jindi Electric reached a strategic cooperation, Boss Electric will strategically control Jindi Electric with a 51% shareholding ratio, officially integrated the integrated stove market.
For a time, the integrated stove industry presented a scene of arrogance and competition. The fire of the integrated stove that once burned up in the United States has now formed the trend of the original.
Manufacturers channel Qifa force integrated stove market staged 'big chorus'
Since the second half of 2017, due to the conduction effect of the regulation of the real estate market, China's kitchen appliance industry has been tested. However, the performance of the integrated stove market is far better than the overall market of kitchen appliances, especially in the first half of this year, the integrated stove market Still maintaining a strong growth momentum.
During the visit, several mainstream integrated stove brands in the industry set a high growth target for the whole year of 2018: In 2017, Shuaifeng sold 150,000 integrated stoves with a revenue of 700 million yuan, 2018. In the year, Shuaifeng's goal is to achieve a revenue scale of over 1 billion yuan, achieving a 50% year-on-year growth; Senge sold 100,000 integrated stoves in 2017, and the goal in 2018 is to achieve 50% growth, with sales reaching 150,000. Taiwan; in the first half of this year, Mars sales and profits have maintained a growth of more than 50%. In 2018, the goal set by Martians is to achieve 60% year-on-year growth.
In addition to integrated stoves, some integrated stove brands have integrated functions such as sinks, dishwashers, water purifiers, kitchen cabinets and lockers to develop integrated sink products, which are also considered integrated. An important growth point for the future of the stove industry.
In the view of Sun Weiyong, the chairman of Zhejiang Yitian Intelligent Kitchen Electric Co., Ltd., the flourishing development of integrated stoves is not only the consumption upgrade demand of the new era, but also the self-upgrading of the kitchen electric industry.
Some insiders are optimistic that in the next three to five years, the sales of integrated stoves will account for about 30% of China's kitchen electricity market.
Du Quan, vice president of Zhejiang Shuaikang Electric Co., Ltd. and deputy general manager of integrated kitchen and electric appliance company, said that the integrated stove is the future development trend of kitchen appliances, and it is also the new category of Shuaikang's key development. Shuaikang will adhere to the dual-engine drive strategy and let the kitchen appliances be integrated. Developed with traditional kitchen appliances, and strive to rebuild a new and handsome Kang through integrated kitchen appliances within 3 years.
Yang Bing, deputy general manager of Zhejiang Shuaikang Integrated Kitchen Electric Company and general manager of kitchen electric marketing company, believes that the integrated stove does not jump out of the essential attributes of kitchen appliances. The core functions are the functions of existing kitchen appliances. Shuaikang has 35 years of kitchen appliances. R&D history, as a veteran professional kitchen appliance company, has a lot of technology precipitation, and the integrated stove is a multi-technology complex, so Shuaikang enters the integrated stove is technically advantageous.
As the integrated stove market is heating up, strengthening consumer education and accelerating the market penetration of integrated stoves has become the consensus of mainstream enterprises in the industry. Facing the current situation of insufficient understanding of the integrated stove market, Yitian, Shuaifeng, Senge and other integrated stove enterprises By hiring brand spokespersons, CCTV and local TV and various media for advertising and product science, titled high-speed rail and other marketing initiatives to promote consumer integration of stoves.
In addition to the integrated stove production enterprises continue to promote the popularization of the integrated stove market, home appliance retailers have also noticed the growth trend of the integrated stove market, and began to increase the promotion of integrated stoves. According to Xia Weidong, director of the kitchen appliance sales department of Jingdong Home Appliances Division, at present, Jingdong Home Appliances has set up an integrated stove operation team to increase the operation and promotion of this category.
In fact, e-commerce has become an important distribution channel for integrated stoves. Zhongyikang data shows that the retail volume of integrated stoves and online market in the first six months of this year reached 155,000 units and 950 million yuan respectively, a year-on-year increase of 97.7. %, 138.3%, especially in the past June, the market size in a single month reached 450 million yuan, an increase of 211%.
All along, the integrated stove industry has adopted a highly flat channel model from manufacturers to dealers. The mainstream channels are concentrated in the traditional home building materials market. In this way, not only dealers can enjoy better profits, but also avoid The middle channel price increase is passed on to the consumers.
On the whole, the current integrated stove sales are mainly concentrated in the second, third and fourth line markets, and the first-line market still needs to be pioneered. Due to the channel strategy generally adopted by the integrated stove industry, most of the integrated stove dealers are small in scale, relying on their own It is difficult for power to enter the home appliance chain store that plays an important role in the first-tier market.
What makes the integrated stove enterprise happy is that the acceptance of integrated stoves by home appliance chain enterprises is gradually increasing. Zhong Chuanliang, deputy general manager of Zhejiang Meida Industrial Co., Ltd., clearly stated that the first and second tier cities will be the next battlefield for the US. At present, the US-based integrated stove has been stationed in Gome, Suning and other home appliance chains. Yang Bing revealed that Shuaikang has reached an agreement with Gome, Suning and other home appliance chains, and its integrated stove has entered 150 Gome, Suning stores.
Under the joint promotion of production companies and channel partners, the integrated stove is getting rid of the label of niche products and ushering in a new stage of development.
Ambitious expansion and preparation for war
At present, several mainstream enterprises in the integrated stove industry are opening a round of 'expanding for wars' competition. In order to further occupy the market, various companies have taken the land to build factories and expand production capacity.
At the end of June this year, Yitian's total investment of 2.18 billion yuan of intelligent environmental protection integrated stove construction project broke ground. The total land use of the project is 660 mu, of which the first phase of the project is 250 mu. After the project is completed, it will form an annual output of 1.2 million sets. The production capacity of intelligent and environmentally friendly integrated stoves.
Up to now, Shuaifeng has owned three modern integrated stove production bases, including 226 acres, with a total investment of 1.07 billion yuan, and the third largest plant area of Shuaifeng will be put into operation. By then, the annual production capacity of Shuaifeng integrated stove will reach 1.2 million units.
The second phase of the intelligent integrated stove industrial park, which was built by Martians 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 800,000 units.
Shuaikang is also implementing the integrated kitchen power capacity expansion plan in steps. The first phase of the production project is under construction and is expected to be put into operation in August this year. The first phase of the project design capacity is 50,000 units; the second phase of the project design capacity is 200,000 units. It will be launched in 2019 and is expected to be put into operation that year; the third phase of the construction project is also in preparation. In the future, the production capacity of Shuaikang integrated stove will reach a million units.
In addition to the above-mentioned several brands, a large number of small and medium-sized enterprises are also eager to expand and seek to expand. The production capacity of the entire integrated stove industry is rapidly increasing.
In the integrated stove industry in the grass-roots period, it seems that gold is everywhere. In fact, there are certain hidden concerns. The surge in production capacity of the integrated stove industry has aroused the concern of the industry. In the case of increased market competition, the future integrated stove industry has a vicious price. The risk of competition is not
In the face of attractive growth prospects, a large number of enterprises have come from profit. In the words of the industry, even companies that make neckties and do aircraft parts are also coming.
For the influx of a large number of new forces, Huang Weibin, chairman and general manager of Mars Kitchenware Co., Ltd., said that no matter who enters the integrated stove industry, they need to work hard.
Xia Ding, chairman and general manager of Zhejiang Meida Industrial Co., Ltd., expects that the next two to three years will be the industry reshuffle period.
In Zhong Chuanliang's view, there are many 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 service and marketing network, which will adversely affect the entire integrated stove industry and affect the industry. Word of mouth and reputation.
Shang Ruoyun, chairman of Zhejiang Shuaifeng Electric Co., Ltd., said that although the integrated stove market has entered a stage of rapid growth, the scale of the integrated stove industry is still small. Xia Ding also stressed that the industry is in the growth stage and has not yet matured. Need careful care.
During the visit, several integrated stove brands have called for the industry to strengthen self-discipline, and also hope that the competent authorities will strengthen the supervision and management of the market, thereby purifying the integrated stove market and creating a benign competitive environment.
The scale of the industry is rapidly expanding, and the market demand continues to increase. However, the development of the integrated stove industry is still difficult and long, and it needs to be tested by the baptism and time of the market.