According to the latest data from the National Bureau of Statistics, the current number of washing machines per 100 households is 90. This is a signal that the washing machine market is becoming saturated, and industry consumption has reached a mature and stable growth period since 2012. The annual sales growth rate of less than 10% per year can also be seen.
It can be said that in the context of the acceleration of the consumption upgrading trend, the 'popular' demand has long been a past tense. The industry consumption that represents health and quality demand is becoming a new driving force for the market, and it also brings new life to the washing machine enterprises. At this time, attention Relevant market segments, washing machine brands with outstanding innovation in the field of differentiation will naturally stand out. As a result, the responsible person of Konka washing machine confidently said that it would take '3 years to upgrade Konka's washing machine to the same market position as the refrigerator. , complete the wings of Konka white electric takeoff. '
Acquisition of new fly plus code power white business
As a 'national color TV brand', Konka has always been a leader in the field of black electricity. However, in the white electricity business, it has never stopped moving forward. Konka is constantly striving to achieve balanced development of the traditional home appliance business in this field. This can be seen from its unsuccessful acquisition of the new fly.
On June 29, Konka Group acquired Xinfeisan Company (Henan Xinfei Electric Appliance Co., Ltd., Henan Xinfei Household Appliances Co., Ltd., Henan Xinfei Refrigeration Appliance Co., Ltd.) with a bid price of 455 million yuan, mainly including Xinfei Brand. , patents and related fixed assets. At this point, the fate of Xinfei has turned into a turning point, and Konka White has also ushered in new opportunities.
'The acquisition of Xinfei is a major project of Konka Group's strategic transformation, transformation and upgrading. 'Kangjia washing machine related person in charge said that Konka White is in a rapid development channel, washing machine as the core business of white electricity will also usher in the historic moment of development. In the future, the washing machine will have a rapid improvement in production capacity and full range of products. 'In addition to ordinary pulsator and roller products, differentiated mid-to-high-end products are already under development. Konka+Xinfei is in system-wide collaboration. The effect will add more vitality to the development of Konka washing machine.'
At present, Xinfei Electric has resumed production in an all-round way. This acquisition is beneficial to Konka's rapid expansion of its industrial scale in the field of white electricity, achieving a good pattern of 'Kangjia+Xinfei' dual brand synergy and 'Black Power + White Power'. According to the person in charge of Konka washing machine, the refrigerator of Konka white goods has enjoyed a certain position in the market, and the overall market is in the top 10. After the new flight, the Konka refrigerator will undoubtedly become even more powerful. As an important part of white electricity, the washing machine will also be the product category that Konka is focusing on. As mentioned in the opening paragraph, Konka's goal is to upgrade Konka's washing machine to the same market position as the refrigerator in three years, and complete the Konka white electric take-off. Wing. 'The ensuing is a series of inputs such as products, technology, production, etc. Of course, Konka still does not rule out the rapid expansion of business with capital means. 'The head of Konka washing machine said.
4 years of coming, the way to differentiate the product layout
To achieve the white-powered 'two-wing takeoff', Konka is more than just talking about it. In recent years, the market performance has reflected the strong momentum of its overtaking. 'Stable, rapid development', 'differentiation, segmentation leading the industry' 'High-end and high-end continues to rise' is the summary of the washing machine market performance of Konka washing machine. He said that because of its late-comer advantage, Konka washing machine production line is the latest and most advanced in the industry, and product design and efficiency are also the highest and highest. In the increasingly fierce market competition in the past three years, the market growth rate of more than 30% per year has been maintained, and it is about to enter the camp of one million units.
Under the overall slowdown of the industry, the average annual growth rate has exceeded 30% for three consecutive years. This is the bottom line of Konka Baidian behind the market fans. It is also the focus of Konka washing machine for many years to focus on market segments and implement differentiated product strategies. Advantages are reflected. 'Consumers who care about Konka should know that Konka has promoted the mother-infant special high-temperature washing and washing machine in the industry in 2016, and it has been iterative until now it is the third generation product. 'Kangjia washing machine official told reporters, 2018 On AWE, Konka launched the mini8 emerging special washing machine. This series adopts high-speed centrifugal washing technology to ensure that the underwear is not damaged by water. 'Looking back to 2015, our industry's first retail price of DD direct drive frequency within 3K Drum washing machine. These products have achieved market success and are the source of Konka's competitive advantage.'
Along with the consumption upgrade, in the context of the population and the dividend advantage of the third- and fourth-tier markets gradually disappeared, the washing machine market began to undergo product structure transformation, and the demand for user replacement was significant. Large-capacity, intelligent, and healthy became the development trend of the industry. Taking large-capacity products as an example, Zhongyikang data shows that the washing machine products with 8KG and above capacity accounted for 95% of the total retail sales in 2018, and the retail sales accounted for 97%, showing that large-capacity products have occupied the vast majority. Some washing machines market. Some industry experts pointed out that large-capacity, healthy, intelligent, high-end is the transformation and upgrading direction of washing machine products, and the better integration of these directions into the washing machine products of their own brands will also be more user-oriented. accept.
From the popularization of DD direct drive inverter drums in 2015, to Konka smart one-key washing products in 2016, to the popularization of DD direct drive inverters in 2017, until the 2018 large-capacity washing and drying integrated Yuxi series products (currently Its core 11 kg washing and drying one jade series machine king, online and offline have been hot.) 'Including smart one-touch touch screen washing machine products, we have also put on the market, this product industry only foreign brands and Haier Casa The Emperor has, the head of Konka washing machine said. Along the way, Konka washing machine completed the organization and accumulation of the middle and high-end series product line in 4 years, which is not only in line with the industry in the big environment, 'large capacity, healthy, intelligent The high-end product transformation trend also further supports the strength of Konka washing machine in the industry.
Value and innovation 'H+' strategy impacts 2 million sales targets
It is true that the overall situation of the home appliance market in the past two years is not very optimistic. According to Zhongyikang data, in the first half of 2018, the retail volume of China's washing machine market was 18.07 million units and 34.7 billion yuan respectively, which was increased compared with the same period of last year. 4.7%, 10.5%. The market reality behind the seemingly 'bright eye' data is: In the first seven months of 2018, there was a negative growth in monthly sales of washing machines for four months, with a cumulative year-on-year increase of -0.81%. Stable growth has failed to save the washing machine industry from entering the down channel. The head of Konka Washing Clothes believes that in this situation, if companies want to achieve contrarian growth, there are three important points: 1. How big is the industry cake; 2. Company Whether to pay attention to; 3. There is no product innovation.
'For Konka washing machines, the company's investment in products and intelligent production bases is an important performance, and the follow-up efforts will continue to strengthen', the person in charge said. He promised that Konka washing machines will complete more than two product platforms every year. Construction, the investment in smart manufacturing is not on the line, and will definitely use Anhui as the policy orientation of the national smart home manufacturing base, strengthen the construction of high-end production capacity of washing machines, and promote the growth of the company. About product innovation, Konka has also been working hard to promote: Konka mother and baby Dedicated, special underwear, the industry's first 11 kg washing and drying machine king, the leading touch washing machine and other products have come out and hot sales also illustrate this point. 'Achieve the industry's 5% market share and 1.5-2 million units Sales volume is our next goal. ' The person in charge revealed.
'Future Konka washing machine will continue to increase product development in the market segment and bring more benefits to consumers. 'The head of Konka washing machine said that the core point of the company's development is: to enhance the consumer experience and meet the market segment. Based on the needs, we use intelligent and healthy means to develop original products in the industry and continue to promote product iterations to enhance consumers' living standards. 'This is also Konka's H+ strategic concept. We hope to enhance the user's family through healthy functional products. Pleasure, the ultimate leap in the soft and hard environment of consumers' family life, and greatly enhance the happiness index of family members. This realizes our social responsibility dream as an entity.