In the first half of 2018, China's kitchen electricity market unexpectedly cold, the market scale for the first time decline, which let the entire kitchen electric industry unexpected.
But in the overall market unsatisfactory background, there are still some outstanding performance, the performance of the enterprise, Shuaikang is one of them.
Kitchen electricity market is the first negative growth handsome Kang bucking the trend soared 40% 2018, China's real estate market regulation continued to overweight, affected by its conduction effect, coupled with a higher base last year, China's kitchen electricity market for the first time negative growth. Market research institutions Oviyun network full channel push total data show that the first half of China's kitchen electricity (smoke stove extinction) market size of 31.1 billion yuan, down 1.6% year-on-year.
Another market research institute in the Yi Kang data show that the first half of the hood, gas stoves, electric ovens and other category performance than last year, respectively, down 4%, 2% and 9%. In the view of Hou Weidong, director of the marketing department of Shuai Kang, the first half of the traditional kitchen electricity did meet some difficulties, but in the 456-tier market still maintain a stable growth, shuaikang the first half of the year's most important work ' blue sea action ', the purpose is ' extension network, promote distribution ', and constantly improve the number of 456-level market outlets and quality.
Also is benefiting from the Shuaikang in the 456 market ' blue sea action ' work ahead of time, Shuai Kang in the first half of the industry in the overall decline in the environment achieved a trend of 40% of the outstanding results.
Shuai Kang Kitchen Electricity
Oviyun Network Kitchen and Health Department senior research manager Yang Yi that, in the long run, kitchen appliances as a city to live in the necessities, compared to other mature everyone's penetration rate is still low, with the acceleration of China's urbanization process, as well as the kitchen system to bring the category to increase dividends, kitchen electricity market scale will continue to Compared with refrigerators, washing machines, televisions and other large household appliances, the main kitchen electrical category in China's penetration rate there is still room for further improvement. Statistical Yearbook of the National Statistical Bureau shows that by the end of 2016, the average number of urban residents in China to smoke 71.5 units, microwave ovens have a capacity of 55.3 units, and the average number of rural residents per hundred hoods have only 18.4 units, microwave oven has a capacity of 16.1 units.
The market of kitchen electricity is still of great growth potential in three or four-tier market and town, which is affected by the real estate market regulation. ' Next, we will continue to strengthen the 456-tier market channel outlets of the pioneering and consumer experience, service promotion, so that more consumers experience Shuaikang and potters products and services.
' said Hou Weidong.
New kitchen electricity to seek three years to rebuild Shuai Kang
Although the overall performance of the first half of the kitchen electricity market is slightly disappointed, but the dishwasher, embedded kitchen electricity and integrated kitchen electricity and other emerging kitchen electrical category has maintained a rapid growth, which for the kitchen electric industry to create new space for development and opportunities. In the first half of the year, water purification equipment and dishwashers increased by 18% and 29% respectively, according to the Chinese health data.
1-May Online Integrated stove market volume, retail sales reached 90,000 units, 570 million, year-on-year growth of 72.3%, 116.1% respectively.
Hou Weidong said, embedded, dishwasher and other emerging kitchen electricity to Shuaikang in the first half of the contrarian growth has made great contributions, Shuaikang very see the emerging kitchen electricity, including integrated kitchen electric industry, also put a huge human, material, financial resources, the goal is through the embedded, dishwasher, integrated kitchen electricity and other emerging kitchen electricity, three years to rebuild a handsome Kang. In February this year, Shuaikang formally set up the integrated Stove Business team, and in this March 2018 China home appliances and Consumer electronics Fair (AWE2018) during the launch of the ' 1-second smoke ' of the F-Series fast-suction integrated stoves new.
This June, Shuaikang in the integrated Stove business team based on the formal establishment of Shuai Kang Integrated Kitchen Electric Company.
Shuai Kang Integrated Stove
Shuaikang is the first brand in the domestic professional kitchen electric brand to enter the field of integrated kitchen electricity, its products cover ' integrated stoves, integrated sinks, integrated sink-type dishwasher ' and so on. According to Hou Weidong introduced, at present, Shuai Kang Integrated kitchen Electricity from the channel investment, or sales, have achieved satisfactory results. ' Do yourself well to be fearless of any risk. Hou Weidong said that no matter how the external environment changes, only the development of more extreme products, will win the love of consumers, Shuaikang has introduced the top research and development team at home and abroad, industrial design team, the next will continue to have amazing new products available. At the same time, in the 3456-tier market, Shuai Kang continued to expand the network, promote distribution, do the most basic and most important terminal network layout, wide-digging canals, deep grain.
Of course, Shuaikang will continue to use more extreme service to move users, and consumers to be friends.
At the end of 2017, Shuaikang, who got China's first Sunrise Oriental energy, put forward ' 5N strategy ', that is ' new brand, new product, marketing, new play, new experience ', is intended to reshape its brand new image and seek the development of differentiation. Talk about future planning, Hou Weidong said, Shuaikang from the macro level will continue to implement the ' 5N strategy ', in the brand to continuously upgrade the Shuaikang ' younger and technology ', from the specific play, Shuaikang will be in the terminal, after-sale, products and other levels, and constantly improve the user experience and satisfaction.