Compared with the profit rate of color TV enterprises and the growth rate of profits of white electric enterprises, which are generally less than 20%, the profit growth rate of kitchen appliances is 30%-60%, which makes the whole household appliance industry covet, and the kitchen appliance industry is therefore Known as the profitable highland of the entire home appliance industry.
If the kitchen and electric companies are profitable, can they sit back and relax?
Boss Electric said in the 2017 semi-annual report that fluctuations in the real estate market, fluctuations in raw material prices, and increasing industry concentration have become important factors affecting the profitability of kitchen appliances .
In fact, China National Grid reporter found in the industry survey of the “2017 China Kitchen Power Summit Forum†that in addition to dealing with the “elimination†under the influence of macro factors, Chinese kitchen appliances companies are also playing a new category of kitchen appliances. The “team competition†and “born and wealthy†kitchen appliances are not as carefree as people think.
The triple realm of "elimination"
Orville cloud network monitoring data released under the kitchen electric industry lines show that in the first half of 2017, hood category TOP10 brand market share of 88.4%, an increase of 1.6% over the same period the number of hood brand category decreased by 3%; gas stoves category The market share of TOP10 brand was 86.8%, up 1.9% year-on-year. In the same period, the number of gas stove brands decreased by 8%; the market share of TOP10 brand of disinfection cabinets was 91.6%, up 2.4% year-on-year, and the number of brands of disinfection cabinets decreased by 12%. . From this point of view, the "killing game" in the kitchen appliance industry has already begun.
In the eyes of many industry professionals, the kitchen power industry is a high-profit, attracting the deep involvement of comprehensive appliance giants and other capital forces, may seize some of the market share of traditional professional kitchen appliances, the kitchen appliance industry may Welcomed a deep shuffle.
However, the reporter found through research that the market competition among enterprises is only one level in the “elimination†of the kitchen electricity industry. The upstream fluctuation risk and the industry standard are forced, and the emerging category has replaced the traditional categories. These three forces together constitute The triple realm of the "elimination" of the kitchen electricity industry.
　　 Galanz microwave oven sales director Zeng Chuantao told reporters that in addition to raw material price fluctuations bring cost pressure to home appliance companies, the provisions related to cargo transportation and "environmental assault" will also bring about an increase in the cost of product circulation and manufacturing, based on the above factors Roughly estimated, the related enterprise costs increase by about 8% to 10%.
In addition, the reporter learned that in May this year, the newly revised GB 12021.6-2017 " electric rice cooker energy efficiency limit value and energy efficiency rating" (referred to as the new energy efficiency standard for rice cookers) and GB 24849-2017 "household and similar microwave oven energy efficiency limit The value and energy efficiency rating (referred to as the new energy efficiency standard for microwave ovens) will be officially implemented on June 1, 2018. The first national standard for " Dishwasher Energy Efficiency Limits and Grades" has entered the approval stage and is expected to be released by the end of 2017.
China's household appliances standards and technology-related experts believe that there are more than 300 brands in China's kitchen and electric appliance industry. With the continuous improvement of home appliance quality standards, more than half of them are expected to be eliminated.
In addition to the “natural elimination†of the macro environment and the “market elimination†of enterprise competition, the elimination of traditional products by emerging product functions is an alternative to the triple realm.
It is understood that dishwasher products that are highly popular in foreign countries and are developing at a high speed in China have the functions of drying, sterilizing and disinfecting. Some insiders believe that with the popularity of dishwashers in the Chinese market, the status of sterilizers will be affected. Certain challenges.
"Disinfection cabinet is a thing with Chinese characteristics, because the foreign dishwashers are popular earlier, and the disinfection cabinets are used less in foreign markets." Liang Zhengtao, the director of the embedded marketing department of the US domestic food marketing company, told reporters that it is washed compared with the disinfection cabinet. The storage function of the bowl machine is relatively weak, and once the large-capacity embedded dishwasher is popular, the disinfection cabinet category may be threatened.
The depth of the "team competition"
"If consumers are willing to use and buy dishwashers, we don't really care if they buy beauty." Zhang Xinke, general manager of Midea Dishwasher China Sales Company, told reporters that from the perspective of industrial development, dishwashers Popularization and promotion requires industry companies to promote the products of the dishwasher. The characteristics of such products are that the initial promotion is difficult. Once used, it will definitely be conquered and become a firm supporter of the dishwasher.
At present, the dishwasher has become the fastest growing category in China's home appliance industry, and the market potential in the future is very large. The problem now is that consumers' awareness of water saving, cleanliness, and housework reduction in dishwashers needs to be further improved. In the process of purchasing a dishwasher, consumers need to further solve the problem of matching the installation and home decoration.
In response to the problems encountered in the popularization of embedded dishwashers, Chinese companies have created a “free installation†wind. Fang Tai's three-in-one sink dishwasher, the "American Van" free installation of dishwashers, Haier "Beckham" desktop dishwasher and other star products, for the promotion of the popularization of the dishwasher made a great contribution. The relevant person in charge of Galanz also clearly stated at the recent dishwasher popularization meeting that the installation of the dishwasher will be the next step of the development of Galanz.
However, when visiting the kitchen appliances companies such as Galanz, Midea and Vantage, the reporter found that although the installation of dishwashers has become a trend, the most important thing in the minds of corporate leaders is embedded products.
“The installation-free dishwasher in the market is actually a prelude to embedded. We really want to force the embedded products.†Cai Xiaojun, deputy general manager of Vantage Marketing Headquarters, told reporters that the embedded dishwasher has a large capacity and a good experience. Will become the choice of more consumer groups.
Zhang Xinke said that because foreign trade is relatively early, the current embedded is the mainstay of the US dishwasher. Now it is vigorously promoting the installation of dishwashers in China. The greater significance is to give consumers more choices during the popularization period. To let more consumers know about the dishwasher, it is more convenient and easier to accept the dishwasher. Because the embedded dishwasher has many advantages, it will usher in better development in the Chinese market in the future.
In fact, the emerging kitchen appliances such as embedded electric steamer, electric oven and steaming machine are currently growing at an alarming rate in the Chinese market. However, due to factors such as cabinet size and hydropower line planning, the development of embedded products faces some obstacles.
It is understood that the China National Household Electrical Appliances Association Kitchen and Electric Power Committee is actively promoting the development of the " Guidelines for the Common Size and Installation and Configuration of Household Kitchen Appliances " (hereinafter referred to as the Guide). The development of the guide will form guidance on product safety, main performance, water and electricity access, size module, etc., reducing unnecessary energy consumption in the relevant aspects of similar product design, and reducing kitchen electrical products through modular docking. Inconvenient in terms of installation, space planning, etc., while advocating personalized design, the product design of kitchen appliances has rules to follow, reflecting the normative development of the industry.
Cai Xiaojun said that the promotion of institutions such as industry associations will have a positive effect on the development of embedded kitchen appliances. However, the development of embedded products also requires the joint promotion of home appliance companies, cabinets, real estate developers, and housing construction departments. In addition to the promotion of industry institutions and government departments, the most decisive thing is the promotion of the market. Once the consumption upgrade reaches a certain level, the consumer market will force real estate developers to optimize the layout of the kitchen, and the embedded products and even the kitchen economy will usher in a big step.
Then the question is, what obstacles are faced in the popularization of dishwashers, embedded and other emerging kitchen appliances? How is the intelligence of kitchen appliances closer to market demand? Where are the new opportunities for the “big kitchen economy�
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