It can be clearly felt that in the past two years, due to the controlled influence of real estate, the overall trend of the home appliance market has been sluggish and the growth rate has slowed down. However, the kitchen appliance industry has bucked the trend. In 2017, the market scale for the first time pointed to 100 billion yuan. Next, the development focus of the home appliance industry began to shift from the living room economy to the kitchen economy. Moreover, the technology and consumption upgrade track in the kitchen power market has been laid, can companies seize the opportunity to overtake the curve?
According to the total data released by Avi Cloud (AVC), the total size of household appliances in 2017 reached 79.4 billion yuan, up 14.3% year-on-year. From 2012 to 2017, the retail sales of the Chinese kitchen appliance market increased by an average of 13.5% per year, and this year is expected to exceed the 100 billion mark. According to the data of China Kitchen Grid, as of December 31, 2017, the penetration rate of household appliances in China's 100 households was only 44.5%. In terms of vertical development, the development potential of the kitchen and electric industry is still promising.
In terms of horizontal comparison, what kind of realistic characteristics is the kitchen appliance market undergoing under the impact of the scale of the market?
Product category: multi-line, dishwasher into the main battlefield
In the kitchen space, all electrical products are accelerating into the ordinary family, and the market multi-category product line goes hand in hand. According to Zhongyikang data, the traditional kitchen appliances in China's kitchen electricity market continued to grow steadily in 2017. The retail sales of range hoods, gas stoves and disinfection cabinets increased by 12.8%, 11.5% and 8.8% respectively; emerging categories also appeared. With the growth of vitality, the embedded kitchen appliance market reached 6.57 billion yuan, a year-on-year increase of 38.1%. The dishwasher market reached 4.33 billion yuan, a year-on-year increase of 119%.
In particular, the emerging kitchen appliances represented by dishwashers are rapidly entering the market. In the past three years, the Chinese dishwasher market has shown a ramp-up growth. According to statistics, the number of households in the dishwasher has increased from 0.285 in 2016 to 0.525 in 2017. Compared with the penetration rate of 0.8 units/household in refrigerators and color TVs in the same year, the penetration of the dishwasher market is huge. Become the main battlefield for the share of kitchen appliances.
On the one hand, the living standards of Chinese residents continue to increase, the demand for quality continues to grow, and the growth rate of emerging products that improve people's quality of life and efficiency in kitchen appliances is much higher than that of traditional kitchen appliances; on the other hand, emerging consumption after 85/90 The rise of the group is more about the unprecedented quality experience brought about by the re-opening of kitchen appliances. This has led to a slowdown in the growth of traditional kitchen appliances such as range hoods, disinfection cabinets and gas companies. The dishwasher is a product that frees hands. More and more sought after by young people.
In the past year, at least 70% of kitchen and electric power companies have entered the dishwasher market, and they have developed a new product and a new strategy. Although the domestic dishwasher market has maintained a rapid growth model, it should be noted that there are still many development problems in the dishwasher industry in China. For example, compared with the foreign kitchen environment, China's kitchen space is small, oily and heavy, and the shape of the tableware is diverse, the population is different, and the kitchen with Chinese characteristics is different. The uniform standardization of the enterprise dishwasher is more difficult, and it is difficult to mass customization. Realization, the contradiction of reality is highlighted. Moreover, the high price of the dishwasher market has discouraged consumers, which is also the pain of sustainable development of this category.
Market competition: shuffling accelerates and concentration continues to increase
Based on the infinitely broad market potential, more and more enterprises have begun to join the competition in the kitchen appliance market. In addition to the "card position war" of professional brands such as boss, Fangtai and Shuaikang, the comprehensive appliance giants, Haier, etc. In the palm of the hand, the kitchen power market launched an offensive, even the focus on water heater Wanhe also in June last year, proposed a "hot water system" and "kitchen appliances" driven by the Gemini strategy, a large-scale development of kitchen appliances. The current Chinese kitchen appliance market has formed a competitive situation of “specialized coexistenceâ€.
Moreover, after more players enter the game, the competition in the kitchen appliance market is heating up rapidly, and the intensity can be imagined. Up to now, the kitchen appliance market is selling nearly 600 brands, but most of the market is occupied by several powerful brands. The “stronger and stronger†drama is being staged in the kitchen appliance market.
According to statistics, the number of online and offline brands of range hoods has changed from 262 and 200 in 2015 to 220 and 174 in 2016. The number of offline brands in gas stoves has been reduced from 311 and 215 in 2015. In 2016, 269 and 195; the number of online and offline brands of disinfection cabinets decreased from 151 and 118 in 2015 to 143 and 123 in 2016, and the industry reshuffle is intensifying.
In this regard, the Prospective Industry Research Institute believes that China's kitchen electrical appliance industry has been improving for a long time, and it is possible to maintain the trend of reshuffle in the short term. Other experts have warned that the future reshuffle of the kitchen and electric industry will accelerate, and brands with high reputation and quality will be awarded. With a larger market share, the stock of small and scattered small enterprises will be swallowed up by brand companies.
This means that kitchen electric appliances must maintain a high-speed growth, must be steady and steady, focus on technological product innovation and upgrading, in order to stand out in the fierce competition, this is undoubtedly a difficult problem in front of small enterprises with limited capabilities. Despite this, the fierce competition will, to a greater extent, stimulate the further expansion of the domestic kitchen appliance market, especially the vast rural market, which will become the key to future market share.
Brand development: dramatic changes in the situation, focusing on high-end upgrades
People who know the kitchen electricity market will find that there are some new changes in the kitchen appliance market compared with the past. On the one hand, the extensive application of Internet of Things and intelligent technology has brought about the function, personalization and intelligent experience of kitchen appliances. On the other hand, the wave of consumption upgrades has deepened, making consumers change from the practical pursuit of products to the pursuit of high-tech, high-quality new products, the industry situation is undergoing great changes.
In the face of technology and consumption upgrades, how to maintain stable growth has become a problem that kitchen appliances must consider at present. Many kitchen electric giants are rushing to seize the new track through high-end brand upgrades. At the end of March, Midea's kitchen appliances released the “White Paper on Culinary Brandsâ€, which conveyed a new culinary culture and culinary concept. During AWE2018, Wanhe promoted innovative kitchen appliances into Chinese families and created a “Chinese kitchen†for new generations of consumers. At the end of January, Shuaikang released a new LOGO and a brand new image, intending to seek breakthroughs and changes through brand renewal.
At present, high-end kitchen appliances are more and more accepted by consumers. Products with big brands and good appearance performance will become the first choice for consumers to choose to upgrade. Most of the kitchen appliances will go to high-priced products and high-end products will begin to appear. Hongshi Bin, an appliance observer, also said that the current traditional home appliance enterprises and the entire Chinese manufacturing industry are facing a situation of shifting from the blue ocean to the Red Sea and seeking a high-end breakthrough. The biggest feature of the high-end is innovation, because high-end means high-quality products and services and a tasteful lifestyle. If there is no innovation, it is impossible to have these, and it is impossible to create a high-end brand.
In the field of kitchen appliances, leading companies have been using innovation as a booster for high-end upgrades. Taking Shuaikang as an example, in the core technology research and development and product innovation, Shuaikang developed 110 new products and projects in 2017, and applied for 25 patents. , authorized 16 patents, of which 5 invention patents were granted; in high-quality products, Shuaikang sits on the wind cube hood, wind cube gas stove, turbocharged gas stove, integrated stove and other fine products. Among them, Shuaikangfeng cube hood has a number of core patented technologies, adding a smart sunken smoking cavity to the original traditional hood top suction structure, which is closer to the smoke source, smoking faster, and simultaneously connecting the twin-wing supercharged blades and The technology of entering the wind and turbulence makes the hood have a "power system". The suction of the hood can reach 27m?/min, the wind pressure reaches 490pa, the noise is lower, and there is also adaptive ventilation, smoke linkage linkage, intelligent delay, 5S maintenance, etc.
It can be seen that the kitchen electricity market has evolved from the simple cost-effectiveness in the past to the brand, quality, product and other factors. Enterprises must adopt high-end, high value-added products and innovative high-tech technologies by grasping the trend of consumption upgrading. Focusing on the high-end upgrade of the brand, the kitchen economy can be completely detonated, which is what the existing companies are trying to explore.
In the next few years, the kitchen power market will still maintain rapid growth. Aowei Cloud Network (AVC) predicts that the size of the kitchen appliance industry is expected to exceed 100 billion yuan in 2018. Under the general trend of rapid urban growth, the future growth of the kitchen appliance industry is very broad, and which company will be "swordsman", it is extremely exciting.
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