In the first half of 2018, for the traditional kitchen appliance industry, the situation is not optimistic: industry consumption is cold for the first time, showing a negative proportion of growth. Whether it is a short-term decline or the turning point of the kitchen electricity industry, this decline has triggered the market. No small panic, related kitchen appliances companies have begun to turn their attention to the prospective emerging kitchen electricity market, have begun to expand the layout, and further explore and cultivate new market growth space.
The first time in the kitchen appliance industry, the cold was encountered.
In 2018, more than half of it has been more than half. The kitchen electricity industry data in the first half of the year is telling the severe market situation. Zhongyikang data shows that the kitchen electricity in the first 5 months of 2018 (smoke stove, micro steaming, washing and embedded one) The market size reached 36.9 billion, a year-on-year increase of -4.2%. The data of Aowei.com 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.
According to Wang Weiqiang, research director of Zhongyikang Kitchen and Bathroom Division, the kitchen electric appliance market has changed sharply from the ups and downs this year. According to Wang Weiqiang, research director of Zhongyikang Kitchen and Bathroom Division, the kitchen power market has changed its strength in the past few years and has turned sharply this year. The overall market has experienced a negative growth of nearly 5%. From the upstream real estate market, real estate housing began to grow and decline in July last year, and the proportion of decline is still expanding. In December 17th, the sales area of existing homes grew negatively by 19.3%, for 18 years. In the first half of the year, the market caused direct damage. At the same time, the monthly growth of the residential housing industry in 16 years was also slowing down. It increased by 27% from January to June, by 22.1% from January to December, and by 18.7% from January to June in 17 years. In the direction, the amount of the house that fell to 18 years should also decrease, and the upstream supply is decreasing.
Wang Xinbiao, head of Galanz's kitchen and electric business, also said that the transition from the growth to the decline in the kitchen electricity market, although sudden, is not without warning. Since March 2017, China has experienced multiple rounds of real estate regulation and control, and the total transaction volume in 2017 The area fell by 16%, and the 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, the industry has experienced a significant decline in the short term. Inevitably.
Lu Zhichun, general manager of Wanjiale Kitchen Electric Business Department and Wang Shougang, Manager of Kitchen Electric Department of Sakura Kitchen (China) Co., Ltd. all mentioned the influencing factors of the two aspects. On the one hand, due to the series of policies such as national real estate regulation and restriction of purchase restrictions and loans, the sales of new houses were led. On the other hand, the kitchen appliance market in the first half of the year showed a relatively slow decline in retail sales, and was also affected by the diversification of some channels, especially the impact of the rising proportion of hard-wearing channels, resulting in relatively weak performance of offline retail channels. .
With the arrival of the adjustment period, brand competition is further aggravated
As an industry that has been riding the real estate economy for a long time, driven by the national macro-intensive regulation, restrictions on purchases, restrictions on loans, and restrictions on sales, the traditional kitchen appliance industry is showing little growth. Chua Xiaojun, deputy general manager of Vantage Marketing, said In the next 2-3 years, the kitchen appliance industry will maintain a 'steady state' of small growth, that is, it will not reproduce the past high growth, and will not continue to grow negatively. Therefore, the demand slowdown, the inventory climbs, and the competition is intensified. trend.
At present, the big cakes in the kitchen and electric industry have the bosses, Fangtai, Vantage, Sakura, Wanjiale and other professional brands to grab food, but also like the United States, Haier and other comprehensive brands of overweight, but also attracted such as Hisense, Changhong, TCL, Yunmi, Cross-border intrusion of Skyworth, Foxconn and other home appliance companies. Data shows that in 2017, there were 468 new brands of kitchen appliances such as range hoods, gas stoves, water heaters, electric ovens and water purification equipment, which were eliminated. There are 347 brands. It can be seen that the number of brands participating in the kitchen power market is increasing, the market vitality is constantly increasing, and market competition is also intensifying.
Wang Weiqiang believes that under such a volatile market, the number of entrants in the kitchen appliance market is increasing. These brands are bound to invade the market space and squeeze the existing brands. 'In addition to traditional kitchen appliances, there are also many cross-border Enterprises are involved in the integrated stove market, splitting the entire kitchen appliance market from a broader dimension, and the brand-side competition for scuffing is bound to break out.
'The future competition in the kitchen power market will be two major brands', Wang Shougang said, one is based on technology or product-driven brands, and the other is a service-driven brand, 'but regardless of products or services In terms of the consumer experience and satisfaction to enhance brand influence, some brands without core technology or service value will gradually be eliminated by the market. 'He also predicted the entire kitchen power in the next five years. A small number of small and medium-sized brands in the industry will be shuffled.
Lu Zhichun believes that the time for industry reshuffle will come faster. 'In the next three years, the number of brands in the kitchen appliance industry will enter a period of sharp decline.' There are two main reasons for his analysis. First, the hardcover channels of the first and second markets are Brand selection will not take into account the so-called brand-name, the brand concentration in this field will be highly enhanced; secondly, the third-fourth market is more of a small brand or a big brand, but with the platform of Jingdong Suning Tmall sinking , will cooperate with big brands, form a shuffling or cleaning process for each brand. 'Even the so-called top ten brands will also undergo some changes, and the remaining 3 to 5 brands will be familiar.'
Emerging kitchen appliances are slowing down, and the future is still expected
Although the overall market of kitchen appliances encountered Waterloo in the first half of the year, the growth rate of emerging kitchen appliances is still gratifying. Of course, under the influence of the real estate market, the emerging kitchen appliances in the first half of 2018 are not as good as in 2017, but the growth rate is far higher. In the traditional kitchen appliances category. According to the data of Ovi Cloud, in the first half of 2018, the emerging kitchen appliances including dishwasher, embedded microwave oven, embedded steamer, embedded oven, the retail scale reached 5.5 billion yuan. , a year-on-year increase of 20.1%.
'Emerging categories of kitchen appliances have a tendency to become a flow entry', Cai Xiaojun said, according to his analysis, before consumers choose smoke stoves, they may consider embedded products, the hood is the flow entrance, 'but now there is no Less users will choose a brand of dishwasher, steamed oven, and then buy a hood stove.
The pursuit of the market continues to accelerate the popularization and expansion of emerging kitchen appliances. With the continuous pursuit of quality of life by the new generation of consumers and the adjustment of the overall structure of the kitchen, steamers, ovens, dishwashers and other emerging kitchen appliances are also It is occupying an important position in the kitchen.
Wang Xinbiao said that the traditional smoke stoves have met the needs and solved the problem of eating; the emerging kitchen appliances category is the quality guide, which solves the pursuit of eating delicious and happy. With the advancement of consumers' high-end demand, including embedded kitchen A series of new products such as electricity is bound to open a new era of growth in China's kitchen electric industry.
Lu Zhichun is more optimistic about the market development of emerging kitchen appliances such as dishwashers and integrated stoves. He believes that the future market size of dishwashers will be equal to the current market share of washing machines - the billion-dollar market, and the integrated stoves have a good market experience. It will also maintain relatively high growth in the third- and fourth-tier markets with considerable capacity.
'With the development of the Chinese market, emerging categories such as dishwashers and steaming ovens will inevitably gain popularity and rapid development,' said Wang Shougang, because with the increasing income and living standards of Chinese people, their urgent need for quality life is also Further improvement, reflected in the overall kitchen cooking life, such as dishwashers and other new types of kitchen appliances that can free hands, the rapid development is an inevitable trend, 'Sakura has also maintained a cautiously optimistic attitude in the layout of embedded dishwashers, steaming Oven one machine and other emerging kitchen appliances market. '
Aowei Cloud Network believes that although the growth rate of the emerging kitchen electricity market slows down in the first half of the year, the future market is still worth looking forward to. The steady growth of the number of commercial housing and the recognition of consumers for emerging kitchen appliances will stimulate the development of the market. The kitchen power market has a low penetration rate and a large market potential. The industry will maintain steady growth in the future.
In terms of space, the kitchen is no longer only the traditional kitchen appliances such as cooker hoods; from the market, emerging products such as steamers and ovens are gradually bringing more contributions. But no matter how the kitchen appliances change, serve people, do The original intention of good food will never change. In any case, the new market is a new opportunity and a new challenge. The theme of the '2018 China Kitchen Power Summit Forum' is held in Beijing on August 23, when the mainstream kitchen appliances will be held. Brands, channel representatives, market research institutions, etc. will gather here to discuss the current situation and future of the kitchen appliance industry. While building bridges for industry communication, they will seek new articles and guide the development direction of the kitchen appliance industry.
