On August 23, 2018, under the guidance of China Household Electrical Appliances Association, the 2018 China Kitchen Power Summit Forum hosted by China National Grid will be held in Beijing. Representatives of well-known home appliance brands and channel dealers will gather here to discuss the kitchen appliance industry. The status quo and the future, and seek a new chapter in the development of the industry.
According to the data of Yikang in the third-party organization, the market size of the kitchen electricity market (smoke stove, micro-steamed, and wash-integrated machine) in the first five months of 2018 reached 36.9 billion, an increase of -4.2% year-on-year. The data also showed that the retail sales of kitchen appliances in the first half of 2018 was 31.1 billion yuan, down 1.6% year-on-year.
This is the first time in the past 10 years, China's kitchen electricity market has experienced negative growth for the first time. The industry generally believes that the kitchen appliance industry has turned sharply since the beginning of this year. It is not accidental to go from ups and downs. Relevant kitchen appliances companies have revealed to China National Grid, from 2015 to 2017. In the first quarter, the domestic real estate transaction area reached a high peak, and the average annual compound growth rate of existing home transaction area was about 14%-16%. The hot sales of existing home sales and the upgrade of quality life brought together the high growth era of the kitchen electricity market. But from 2017 Since March of this year, China has experienced multiple rounds of real estate regulation. In 2017, the total transaction area of real estate fell by 16%, and that of first-tier cities fell by 37%. At present, the overall contribution rate of new and reloaded kitchen appliances to the industry is about 65:35. With the decrease of new users, it is inevitable that the industry will experience a large decline in the short term.
Although under the influence of the state's macro-intensive regulation, restrictions on purchases, restrictions on sales, and restrictions on sales, the traditional kitchen appliance industry is showing little growth, but the growth momentum of emerging kitchen appliances is still advancing by leaps and bounds. According to the data of Aowei.com In the first half of 2018, the number of retail appliances including dishwashers, embedded microwave ovens, built-in steamers, and embedded ovens reached 5.5 billion yuan, a year-on-year increase of 20.1%.
Under the general trend of consumption upgrade, emerging kitchen appliances, from appearance to function, are more in line with the current consumer demand of '85s' and '90s', which makes steamers, ovens, dishwashers and other emerging kitchens. Electric products quickly occupy an important position in the kitchen, and the kitchen has thus become an important place for the new generation to exchange feelings.
The summit forum will be held on the afternoon of August 23, 2018. The purpose of the forum is to showcase the technological innovation of products and lead the trend of kitchen electricity consumption. It will also analyze the latest developments of the industry and explore the market win-win model. In the construction of industry communication bridge, guide the direction of industry development.
At that time, a number of industry executives will appear in the summit forum and give a wonderful speech. It is understood that the speakers invited by the conference include Cai Ying, senior industry expert of the National Information Center, Xu Dongsheng, vice chairman of China Household Electrical Appliances Association, Zhongyi Kang Times Jia Dongsheng, general manager of Market Research Co., Ltd., Guo Meide, vice president of Aowei Cloud Network, will also have a mysterious guest in the kitchen industry related field to come to the site to share and exchange.
In addition to the guest speakers, the conference also set up a roundtable forum. Relevant kitchen electric enterprise leaders, industry experts, and channel dealers will discuss the kitchen industry dynamics, consumption trends, product upgrades, and channel sales from the perspective of products and industries in the roundtable forum. , marketing models and other topics to start a different discussion.
For the grand occasion of this forum, China National Grid will publish through PC, home appliance news app, WeChat subscription and other channels, and will also report on the platform by all major online media, print media, new media, etc. .