Profitable land' kitchen electric industry is welcoming a new change, the industry as a whole into the growth rate shift period.
Recently, Boss Electric announced that the first half of the year, the company achieved revenue of 3.497 billion yuan, an increase of 9.35%; net profit of 660 million yuan, an increase of 10.47%. For reasons of performance growth, the company said, through continuous expansion of new products Classes, channel sinking, enriching brand connotation, etc., have achieved contrarian growth. However, the kitchen and electric industry has gone through a high-speed period, and the next round of market competition will be a contest of corporate strength.
The industry believes: 'In the first half of 2018, the kitchen appliance market entered a period of speed increase and shift. During this period, the kitchen power market will accelerate industrial concentration, and enterprises that do not have innovative research and development capabilities will be phased out, high-end brands and leading enterprises. The advantages will gradually become more prominent. However, with the high-end upgrade of the product structure and the new kitchen power market, there will be more room for expansion in the kitchen appliance market.
Kitchen power market shift adjustment
Over the years, Chinese kitchen appliances companies have maintained a high profit margin, which has made many companies unable to match. However, this situation may change in the next two years, and now it is beginning to emerge.
Since the beginning of this year, the kitchen power industry 'White Horse stocks' boss appliances, Vantage, Wanhe and other companies, their performance growth rate mostly from 30%, 40% down to around 10%.
Aowei Cloud Network (AVC) omni-channel data shows that the retail sales of kitchen appliances in the first half of this year was 31.1 billion yuan, down 1.6% year-on-year. Compared with the double-digit growth in previous years, the kitchen electricity market was cold. It seems a bit unpredictable.
The industry believes that as the overall growth rate of the market slows down, the kitchen appliance industry will face a reshuffle adjustment, and the market's barbaric growth period is coming to an end, but the market will also usher in a more fair and rational competitive environment.
Regarding how to respond to changes in the industry, the boss's electrical related person said: 'The company will have a greater advantage in this rational competitive environment. The boss's electrical appliances in R&D, production, channels and brands, as well as in brand power, technology, There are enough reserves in the supply chain and they are constantly upgrading.'
He said: 'Although the external situation is quite severe, Boss Electric has strengthened its embedded market, deepened the third and fourth grades, adjusted the product structure and channel structure, and strengthened internal management to achieve contrarian growth. Facing the changing market environment, the boss The electrical appliances are neither radical nor conservative. They have already prepared for adequate response and are optimistic about the follow-up development.
'Since last year, the market's barbaric growth has begun to cool down. The slowdown in market development will accelerate the elimination of small and medium-sized enterprises that lack competitive advantage, while the leading enterprises with the advantages of head market and high-end brands will go upstream and further concentrate on market share. ' Insiders believe that.
Although the growth rate of China's kitchen electric appliance market has slowed down, the industry has continued to develop towards high quality and new demand driven by transformation and upgrading. The White Paper on New Middle-end High-end Appliance Consumption Trends also shows that high-end, intelligent has become The main characteristics of kitchen and bathroom products. Dishwasher, embedded and other categories contain huge market potential, the market will usher in a new dawn.
Enterprise professional field to expand the future
Although the kitchen appliance market entered the growth rate shift period in the first half of this year, the kitchen appliance market is still in a rising trend from a year-round perspective. The industry believes that in 2018, the kitchen appliance market will reach 110 billion yuan, a year-on-year increase. 12.5%.
Faced with changes in the market, many kitchen appliances have a forward-looking layout to meet the challenge. 'The company has expanded a variety of new categories, shortening the order delivery cycle by 20 days in production, increasing the inventory turnover rate of homemade products by 21%, and increasing production efficiency by 17%. ' Boss electrical appliances said.
It is understood that Boss Electric has expanded its offline channels to the third- and fourth-tier markets, adding 383 new stores, and 1345 new outlets.
At present, Boss Electric is continuing to lead the industry in the 'big suction' hood quality, and is also actively deploying integrated hoods, central range hoods and other products, 'occupying' future market. Its central range hood as a breakthrough and Greentown , Vanke, Country Garden and other real estate developers to enhance the engineering channel premium capacity. In the first half of 2018, the total size of hardcover engineering was 798,000 sets, an increase of 49.7%. Boss electrical appliances have achieved considerable advantages in engineering channels.
The strategic upgrade of the boss's electrical appliances is closely related to the development direction of the kitchen electric industry. From the perspective of development trend, the future urban residential development will be in the direction of fine decoration and full decoration. It is an irresistible trend to integrate and decorate the whole industrial chain, and it can give the leading brand kitchen electric belt. Come to a lot of market opportunities.