Embedded kitchen electric fire started the first shot of high-end hegemony

The embedded kitchen appliance market is windy. The next growth point of the kitchen power industry is at the high end, while the next high-end opportunity point must be embedded. Recently, Tmall Electric City took the lead, Fang Tai, Boss, Haier, Midea, and nearly 20 core kitchen and electric power companies such as Vantage, Bosch and Siemens participated in the launch of Tmall's embedded micro-steaming industry alliance. Embedded micro-steamed products are becoming the next key incubator category for Tmall's electrical business.

In fact, with the micro-steaming embedded as the leading factor, the embedded wave of integration of the entire kitchen power industry has swept through. It is reported that in the embedded kitchen appliances, the micro-steamed one-piece machine has maintained a 200% growth for two consecutive years. It is expected that the overall scale of the embedded kitchen power market will break through 10 billion in 2018.

Embedded high-end kitchen appliances ushered in a new era of popularity to become an industry consensus. As the promoter of embedded integration, it is also the “big brother”. After standing at the new starting point of 10 billion in 2017, Fangtai also regards embedded integration as one of the important engines for expansion from 10 billion to 100 billion.

Now: Embedded high-end kitchen appliances are still selling

In the consensus of the kitchen appliance industry, the representative characteristics of high-end kitchen appliances are nothing more than these: embedded, integrated, integrated, innovative and unified design, representing a high-quality lifestyle.

Unlike the Western and Hong Kong and Macao regions, which divide kitchen appliances and cabinets into the same category (kitchen equipment), kitchen appliances and cabinets in the domestic market are separate industries. The multi-channel mixed industry promotion of home appliance stores, e-commerce platforms, channel monopoly, engineering collection and mining is the marketing feature of domestic kitchen appliances. But Germany's high-end kitchen appliances are only sold in home stores.

The measured data shows that the retail sales of embedded kitchen appliances reached 6.7 billion yuan in 2017, a year-on-year increase of 36.8%. In the context of the slowdown or even decline in the overall growth of the kitchen appliance industry, the growth rate of embedded kitchen appliances far exceeds that of the traditional kitchen appliance industry, indicating that its new growth momentum has been established.

Although the market growth momentum is good, the main promotion methods of embedded kitchen appliances are still based on sales promotion, that is, traditional strong push. Whether it is a statutory holiday, or an e-commerce promotion, or a brand-created brand day fan festival, the means of price reduction and promotion can be seen everywhere. Although embedded is the representative of high-quality life, it also faces the chaos of low price competition.

Of course, the embedded integrated kitchen power market also has a clear stream. Fang Tai, the boss and other brands have also begun to take the cultural penetration method in the past two years, but most of them are auxiliary and supplementary means of brand promotion. Multi-node promotion and multi-channel push are still the main theme of embedded high-end kitchen appliances in China.

Variables: the expansion of the refined decoration market

Driven by the strong national policy, the fine decoration market is welcoming a round of spurt growth in China. The penetration of real estate decoration has brought variables to the development model and pattern of embedded high-end kitchen appliances.

In 2017, the market for fine decoration was 1.274 million sets. In the finely decorated rooms, the kitchen electricity configuration rate is over 98%. In the first two months of 2018, the number of fine decoration projects was 208, a year-on-year increase of 62.5%, and the scale of kitchen appliances was 200,000 sets, an increase of 99.5%. Among these supporting kitchen appliances, features such as embedded, integrated and integrated are the most obvious.

This market is also favored by high-end kitchen appliances brands. In 2005, Fang Tai set up a professional engineering marketing team with embedded stoves, disinfection cabinets, microwave ovens, ovens, steamers, sink dishwashers, steaming micro-integrators and other rich products in product matching, and many top 100 developers. Achieve strategic cooperation. And Bosi home appliances, boss appliances, Vantage and other well-known domestic and international kitchen appliances brands have cooperated with domestic real estate leading enterprises.

Of course, the development of the finely decorated housing market is only a leading role in promoting embedded kitchen appliances. More importantly, this will cultivate a part of people's lifestyle and life philosophy, thus accelerating the overall detonation of the entire kitchen appliance industry in the embedded.

The future: high-end kitchen appliances designed to go in

Embedded integrated kitchen appliances are naturally associated with design, and the promotion of real estate decoration trends has undoubtedly accelerated the fate of high-end embedded integrated kitchen appliances. But the protagonist should also be a large number of kitchen appliances, such as Fang Tai, Boss, Vantage, and Midea, Haier and so on.

The integrated kitchen and the standardized decoration room are all from the floor cabinet, the hanging cabinet, the countertop to the washing trough, the hardware fittings, and the natural appearance of the kitchen appliances and tableware. For high-end embedded integrated kitchen appliances, “pre-marketing” will become the norm in the future.

What is “pre-marketing” is the marketing of the overall solution for the integrated kitchen. If the concept, size, requirements and other factors are placed at the beginning of the design of the finished house and at the beginning of the home decoration design, then the high-end embedded integrated kitchen electric power is naturally designed into the user's home.

The importance of design is attracting the attention of the kitchen appliance brand. In early April, Tencent Home United Boss Electric Appliances in Kunming launched a FAD national tour entitled "Seeing Design, Humanities China". It is reported that in Yunnan, Boss Electric is the vice president unit of the Designers Association. At present, it has established a long-term cooperation mechanism with many elites and designer studios in the design industry.

At present, not only the kitchen appliance industry, but also many traditional home appliance companies are seeking high-end breakthroughs. The biggest feature of high-end is innovation, high-end means high-quality products and services, and a tasteful lifestyle. If there is no innovation, it is impossible to have these. Especially for embedded kitchen appliances, product technology innovation and system design synergy can be said to be crucial.

The kitchen electric surface is an icy technology product, but it is an important link to open up the user's emotions and family quality life. What kitchen appliances companies need to do is to provide technology and aesthetics to bring consumers a warm kitchen cooking experience. Design is the key to empowering technology and aesthetics!

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