In the recent period, kitchen appliances in the kitchen and electric production areas in Zhongshan, Shunde, Guangdong, the bankruptcy, shut-off, and running events have occurred frequently, becoming a hot topic in the home appliance industry. The situation in the kitchen appliance industry is an individual phenomenon or a common phenomenon. It has become a problem for people in the industry to think deeply.
As far as the specific phenomenon is concerned, it is understandable that companies and people in the kitchen and electric industry will inevitably feel the pessimistic and sad emotions. And if you look at the long history of industrial development, this is the path that the industry must develop. After all, feelings can't replace reality. The development of industry and market must have its irreversible laws.
Phenomena and data confirm each other's turning point
China's home appliance industry, the industry that has the longest sustainable development and does not have a shuffle in the strict sense, is counted as the kitchen appliance industry. Starting from the popularity of kitchen appliances in the modern sense, there have been time spans of about 20 years. In the past 20 years, there has been no major industry market cleaning in almost every industry. No matter the size of the market, the market is growing in the market.
However, the market situation seems to have new signs of change, and at least two aspects of the phenomenon deserve the industry's vigilance. On the one hand, data from big data company Avi Cloud (AVC) showed that kitchen appliances (smoke stoves) fell by 6.4% year-on-year, except for the emerging category dishwashers, which grew by 29.8% in the first half of this year. Kitchen appliances have been growing almost over the past 20 years. What is the problem with the abnormal growth rate this year?
On the other hand, there are no less than 50 small businesses involved in the production of kitchen appliances in the Pearl River Delta region of the Pearl River Delta region of the kitchen appliances in a short period of 2-3 months, or bankruptcy. Or shut down the factory, or run the road. For a time, a pessimistic mood has formed in the industry, and some small companies are waiting to wait and see, perhaps not ready to continue.
This situation in the kitchen appliance industry has made the industry unpredictable. Because, in recent years, the home appliance industry has regarded kitchen appliances as an emerging high-growth industry, and it is regarded as a few industries that can make money in the field of home appliances. Investing in kitchen appliances or a consensus in the industry, and instantly encounter the winter of the industry, it seems that some still do not understand. These small enterprises have no mental preparations. Once the environmental conditions change, they can only shut down Zhang Daji.
In fact, some industry experts have talked about it a year ago. The kitchen appliance industry has developed rapidly in recent years. So many SMEs are swarming, which will inevitably lead to oversupply. As long as this critical point is broken, it is the arrival of the industry turning point, and industry shuffling is difficult to avoid.
What is the bankruptcy, closing, and running?
It can be recalled that kitchen appliances are not old-fashioned blowers, gas stoves, exhaust fans. From the perspective of modern gas cookers, range hoods, microwave ovens, rice cookers, there have been nearly 20 years of rapid and steady development of the historical process. Few industry leaders took the initiative to stand out in the cleaning industry, and most of the leading brands are concentrating on seeking growth.
The premise is that the demand for kitchen appliances is rapidly expanding in the gradual improvement of national life, providing a market foundation for the steady development of enterprises. During the period, many suppliers and buyers who were attached to the industry to make accessories, and some dealers who have operated kitchen appliances, after scouring the first barrel of gold, were not willing to survive in the end of the industrial chain, and rushed into To the kitchen electric field.
Then look at what kind of enterprises are running this time? According to informed sources, the biggest competitive chips of these small enterprises are low-cost operation and operation; the biggest difference lies in the cottage, the famous brand; the biggest The way out is to use information asymmetry to fish in the rural market. Because of the low cost and simple operation, it is profitable and has formed the inertia of such long-term operation. It has not been transformed and upgraded after accumulating.
However, the most basic conditions for these small businesses to survive have changed. Since the first half of the year, the relevant state departments have noticed the phenomenon of counterfeiting, imitation, and brand-name appliances in domestic appliances and began to increase their efforts. At the China-EU high-level summit, the leaders of the country promised to crack down on domestic infringements of intellectual property rights, and they must punish those enterprises personally. Recently, the State Administration of Markets and Regulations investigated the actions of counterfeiting, imitation, and brand-name business in a multi-platform investigation, all indicating changes in the industry environment.
It is in this domestic environment that the emergence and closure of these cottages and brand-name enterprises are understandable. In the history of the development of the home appliance industry, this phenomenon is not uncommon. In the air-conditioning industry, there were hundreds of brands competing on the same platform. The screwdriver factory was once seen everywhere in the Pearl River Delta region. How is the industry cold current? It is not the same as the current run, the collapse of bankruptcy. It can be seen that the closure, closing and running of small kitchen and electric enterprises in the Pearl River Delta region is no accident.
The emergence of winter is great for mainstream brands.
For the changes in the environmental conditions of the kitchen appliance industry, it is mainly reflected in two aspects. One is that the demand has reached a high level of stability, and the update iteration is easy for large brands, while for small enterprises, high-end products are subject to certain technical thresholds; The other is the government's efforts to crack down on counterfeiting and protection of intellectual property rights. The difficulty and risk of hitting the ball is already very large, and even the old ones have to be posted.
Moreover, there are so many market demands and the size of the market is so large. If these counterfeit, imitation, and brand-name companies exist, they are actually eroding the market share of mainstream brands. Then many mainstream companies are resisted in expanding their scale. In fact, there are several mainstream brands in the domestic appliance industry. The industry concentration is relatively high, which is beneficial to the healthy development of the industry.
Nowadays, this mixed situation has long been governed and improved. It is only because of the constraints of industry conditions and market environment that it is only today that there is a condition for thorough reshuffle. On the one hand, the leading brands in the industry rely on the action of the government to counterfeit, report on counterfeiting and counterfeiting in the past, and form a crowd of rats across the street; on the other hand, leading enterprises should take the initiative to clean up the portal in the market and recover from counterfeiting and imitation. The market share occupied by the person is from the source of consumption to the original source.
If such a situation is formed, the kitchen appliances will really enter the stage of brand development. By then, the industry will reshuffle a large number of small brands, but it will free up huge market incremental space. Don't underestimate the space that is vacated. An insignificant small business or workshop will have to operate tens of millions of yuan a year, and even some billion yuan. If you can wash out hundreds of homes, it means giving up a strong brand to over 10 billion market space.
Traditional mainstream brands such as Fang Tai, Boss, Vantage, and Shuaikang, as well as integrated home appliance companies such as Haier and Midea, have both brand-scale advantages and technological product advantages in the industry. If you can take the initiative in the current round of market shuffling, and help the reshuffle of the industry market, it will certainly have a larger market share in the market. The relative concentration of this brand is necessary for the healthy development of the industry. Otherwise, in the case of a brand, there is no real health in the industry.
Of course, industry reshuffle is not an easy task. It requires mainstream brands to create a false atmosphere from public opinion propaganda. More importantly, R&D provides products with higher cost performance, and builds higher entry barriers for products and scales. There is a relatively long freeze period in the market that will make these speculators afraid to enter easily. At that time, it is these leading brands that have once again entered a new era of high growth!
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