In the context of continued regulation of the real estate market and poor global economic environment, in the first half of 2018, the kitchen power industry, which has been growing at a high speed, suddenly suffered from cold, the water heater market performance was not good, and the overall market was weak. However, the mainstream kitchen and bathroom brands, In particular, in conjunction with the football World Cup marketing, Vantage, which has been on the hot search, achieved a counter-trend in sales and a strong growth rate.
On August 17, 2018, in the 'Water Heater Industry Quality Improvement Miles Summary Commendation Conference', the reporter saw Tan Wei, Director of Water Heater Sales Management of Vantage Co., Ltd. He not only analyzed the current situation of the kitchen and bathroom market, but also The growth of the 'business experience' was introduced.
The market is cold, the refined decoration market is still a development opportunity
The kitchen electric appliance market, which has maintained a high growth rate of around 12% for three consecutive years, has turned sharply after entering 2018, and the overall decline has occurred. According to Zhongyikang's calculation, in the first half of 2018, the kitchen electricity market (smoke stove micro-steaming and washing embedded) The market size reached 46.9 billion yuan, down 0.5% year-on-year. Among them, the traditional category of smoke stoves showed a decline in different degrees, and the emerging categories such as electric ovens also showed a downturn, while dishwashers and embedded ones remained High growth rate.
At the same time, the performance of the water heater market is not satisfactory. Zhongyikang estimates that in the first half of 2018, the national gas water heaters increased by -1.8% and 5.8% respectively, and the electric water storage water heaters were -0.1%. And 3.8%.
In Tan Wei's view, the poor performance of the kitchen and bathroom market has a certain relationship with the real estate regulation and control policy. 'The trend of real estate decoration is increasingly obvious, which also reflects the consumer's pursuit of higher quality of life, the introduction of real estate control policies, The kitchen and bathroom market has had a certain impact. 'He said that compared with water heaters, smoke stoves and other kitchen appliances in the field of hardcover housing, the impact is even greater. Tan Wei said: 'In addition, The hardcover room also puts new demands on the kitchen and bathroom enterprises. Under this circumstance, enterprises and real estate need innovation and change in the marketing cooperation mode.
Even so, for the kitchen and bathroom market, the real estate hardcover trend has also brought certain opportunities. Tan Wei believes that the current hardcover properties are mainly concentrated in the first and second-tier markets, and there is still a large market space in the third, fourth-line and township markets. While continuing to lay out the first and second-tier markets, we also need to pay attention to the sinking of the channels. The third, fourth-line and township markets should also focus on the layout. 'For the next two to three years of water heater market, Tan Wei said that consumers are concerned about water heaters. Intelligent and systemized will have higher demand.
In the face of doubt, reply with actual action
That is to say, there is a blessing of the end of the product upgrade, and successfully carried out the Russian World Cup 'France won the championship, Vantage retired the full section' This is the best marketing event in the history of home appliances, the Chinese kitchen and bathroom market in 2018, Vantage deserved to become the most Bright business.
Regarding the World Cup marketing, although some doubts have appeared, Tan said that compared with this, Vantage is more concerned about how to quickly return the 'refund' to the consumer and protect the interests of consumers with tangible actions. After the French team won the championship, Vantage first dispatched the middle management staff of the marketing headquarters to the regional markets to assist the dealers to refund the refund to the consumers, and the online is also synchronized.
On August 1, Vantage announced that as of July 31, 2018, at 24: 00, 'French team won the championship, Vantage retired the full amount' activity online completed 7248 single card withdrawal, the card withdrawal amount was 26.279 million yuan, in line with the withdrawal The card withdrawal rate is 100%. The total number of offline registrations is 7611, the refund is 7195, the refund amount is 37.08 million yuan, and the refunded number is 94.53% of the registered number. 14443 single, complete refund (card) amount of 63.359 million yuan, accounting for 86.43% of the total number of online and offline purchase 'winning package'.
Against the market, World Cup marketing created a huge space for Vantage
In the environment of weak kitchen electricity market, Vantage has not only achieved rapid growth, but also has a strong stamina for future development.
On August 2nd, the 2018 semi-annual performance report issued by Vantage Co., Ltd. showed that during the reporting period, the company achieved operating profit of 404 million yuan, up 43.67% year-on-year; realized total profit of 406 million yuan, up 40.10% year-on-year; The net profit of shareholders of listed companies was 343 million yuan, a year-on-year increase of 45.32%.
For the reasons for the growth in performance, the financial report stated that the main reason was that during the reporting period, under the brand upgrade strategy, the brand effect became increasingly prominent, product structure adjustment, channel assets continued to increase and management efficiency improved, prompting the company to achieve stable growth in performance.
Tan Wei further explained that kitchen power is the traditional main business of Vantage, and the development trend is good. 'Based on a better brand foundation, Vantage still maintains a relatively rapid growth in the environment of the kitchen power market decline. Water heaters as Vantage The strategic category of another key deployment achieved a rapid growth of nearly 40% in the first half of the year, and the performance was eye-catching. ' Tan Tan concluded that the traditional main business grew steadily, and the rapid growth of new-category business co-created the first half of Vantage. The overall performance growth.
While maintaining rapid growth, in the second half of 2018, Vantage will continue to promote the development of the company through multiple rounds of promotion activities and new product launches. According to Tan Wei, Vantage will then carry out '826' around the new kitchen appliances and water heaters. Promote '; After entering September, it will combine 11 Golden Weeks, special promotion for zero-cool water heaters; 'Double 11', Vantage will also join the online and offline market, and carry out promotional activities at the same time. In addition, Vantage will also release A full range of new products in one year.
In addition, the impact of the World Cup marketing is still continuing. Tan Wei said: 'For the previous World Cup marketing activities, using external evaluation, it can be called a textbook-like marketing event and brand event. He pointed out that the current sales scale of Vantage is tens of billions, but the influence of this marketing has reached the level of 100 billion. From tens of billions to hundreds of billions, there is huge incremental space. For Vantage, it is a huge development opportunity.