Sales of Kitchen Appliances Hot

According to relevant data, sales of kitchen appliances in 2012 accounted for 10% of the total sales of the home appliance industry. In the overall decline in sales of the home appliance industry, the sales of high-end kitchen appliances rose against the market. At the same time, however, the homogenization of kitchen products in the market has become increasingly prominent. Some products have gained in value after they have added impractical features, and many brand companies are happy to be considered “high end”. Not only that, after-sales problems such as maintenance difficulties are still evident.

The sales of kitchen appliances against the market have risen against many market issues. Industry insiders believe that as the level of domestic consumption increases, the kitchen and electric industry will continue to pick up in 2013. A bigger market is waiting for companies to dig and which companies can To achieve a real difference in the product, more care in the service, consumers will be more refreshing to pay their bills.

The high-end kitchen and household appliances in the home appliance market are favored. China's kitchen and household appliances industry has always been divided into two camps: the "Yangtze River Delta" represented by Fangtai, the boss, Shuaikang, Germany and Italy, as well as Vantage and Wanhe. The "Pearl River Delta" represented by MACRO and MEI.

The “Yangtze River Delta” camp is dominated by high-end brands, taking the “petty-funded” route. The “Pearl River Delta” camp is dominated by low-end and middle-end brands, and takes a “high cost-effective” route. Although the positioning is different, the competition between the two camps has not stopped. Especially in 2012, as household appliances became more intelligent, the high-end products in kitchen appliances gradually became the object of consumers.

The reporters visited Suning, Gome, and Dazhong home appliance stores in Beijing and found that kitchen appliances are not limited to range hoods and water heaters. With the improvement of people's living standards, water purification equipment, dishwashers, hand dryers and other products have also appeared in the home appliances stores, and the price of high-end home appliances in the 3,000 yuan more than a few. In addition to the boss, Fang Tai, Vantage and other professional kitchen electricity providers, Haier, Midea, Siemens, Hisense and other home appliance giants have also stepped up their kitchen and toilet market layout.

With the upgrading of technology, more and more high-end, intelligent products are appearing in the stores. For example, the water heater from the most original heating, heat preservation to the present including intelligent heating, constant temperature, child lock, timing and other functions; range hood is also based on the original function of the range hood has added quiet work, automatic pressurization, automatic cleaning Other functions.

"Over 3,000 yuan to buy range hoods, the overall function is much richer than 1,000 yuan, the appearance is also more beautiful." A consumer said.

Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, said that as people's consumption levels increase, the demand for products with better quality, smarter, and fashionable products will also greatly increase. The upgrading of high-end products has also effectively promoted the rapid development of the entire high-end market.

Consumer Trends Hearing of Whole Kitchen Current With the continuous improvement of the spending power of Chinese people, consumers have also put forward higher requirements for kitchen appliances. In addition to functions such as intelligent operations, the integrated design and interior decoration design have become the focus of kitchen and electric appliances companies and consumers. According to relevant survey data, the current market share of the kitchen has exceeded 32%. Compared with 4 years ago, the growth rate was as high as 27%, and the purchasing rate of consumer purchases by kitchen and toilets also reached over 50%.

According to Suning kitchen sales staff, consumers now buy whole range hoods, stoves and other products. “In addition to the price advantage of the entire purchase, the more important thing is that it has an overall effect on the appearance and is more beautiful. Different product lines of different brands all have their own overall style, and their use in space utilization is also greatly improved. But when purchased separately, appliances with different styles can hardly achieve the overall matching effect."

The reporter compared several brands of different series of products and found that the boss, Fang Tai, Shuaikang and other major kitchen brands have different styles of thematic products, including "metal wind", "modern", "pure white" and so on. The package purchase package includes at least two groups of range hoods and cooktops.

Suning sales staff said that the general purchase of kitchen electricity consumers are at least choose three groups of purchase, some consumers even choose the same series of bath sets, sinks, water heaters and other six sets of "map is one of the style."

According to the person in charge of Fang Taidian, the current consumer satisfaction with the product, in addition to including product performance, the integration of home appliances and the overall home style has become an important indicator.

Industry issues The homogeneity of products is common Although major brand companies have advanced to the high-end market, the reporter found during the visit that the homogenization of kitchen products on the market is still very prominent.

Take gas water heaters as an example. At present, over 80% of the products in the market are marked with “automatic firepower” and “digital thermostat”. Products with the same kind of functions cost only three or four hundred yuan, while high-end ones have three or four. Thousand yuan, the price difference is very different.

In addition to the similar function standard, in the product design, the low-end products generally use the twist control, a panel of three twisting layout is almost filled with the entire low-end gas water heater market, the design of high-end market products is The unified LCD panel, some products also added a touch screen function, smart operation. Without the use of branded products at different price points, it is difficult for consumers to judge the quality of products if they are not used.

In addition, some brand products add many unusable features to the product in order to highlight differences between themselves and other brands, such as voice prompts, large panel displays, and multi-touch. Although the features of these products are not prominent, prices have soared.

"The same type of water heater, the display screen is less expensive than the display screen is nearly 500 yuan." Some consumers said, "Not every day staring at it, feeling that increasing the screen is not practical."

In response, some experts pointed out that homogeneity is still a major problem in the kitchen power market. Because the brand operation is not clear, especially small manufacturers often follow the trend of production, one can not fight the big brand in quality, and second, there is no price advantage in the same grade brand, making the company into a dilemma.

The expert also stated that the level of quality of China's kitchen products is uneven. Brands are the main indicators of consumer identification products. Therefore, strengthening brand building is one of the directions that companies must strive for. At the same time, enterprises should also increase technological research and development efforts, and constantly introduce practical and efficient products, work on details, rather than add some unrealistic features and conduct so-called differential competition.

Expert opinion brand reputation depends on the service some time ago, who lives in Tongzhou, Ms. Ge's home million water heater is broken, she repeatedly call to find the sale later repair but can not find people. After the sale of the after-sales staff, the maintenance cost was as high as 500 yuan. When Ms. Ge asked to look at the price list of the parts and the work certificate of the maintenance worker, she was told, "No, repairs have always been the price."

In this regard, Ms. Ge said that the money spent on maintenance can add new ones. "If it is broken again, we must not buy this brand. The service is too bad." In fact, Ms. Ge’s experience Not an example, it also reflects the impact of the quality of the company's after-sales service on consumers.

At the same time, the “Yangtze River Delta” camp represented by “Fang Shuai” (Fang Tai, Boss, Shuaikang) has a huge share in the kitchen power market, making the high-end of the entire industry increasingly obvious. In the current situation where product homogeneity is serious, industry insiders generally believe that kitchen power producers must not only strengthen product differentiation competition, but also compete with the quality of after-sales service.

The reporter compared a variety of kitchen and bath products and found that in the current kitchen and toilet market, the price demarcation line between high-end and low-end products is roughly around 2,500 yuan. Almost all brands have product prices above 2,500 yuan. In contrast, although some brands have reached the high level in terms of functionality, they still cannot compete with the old brands of kitchen appliances in terms of product quality and workmanship.

Relevant person in charge of Shuaikang told reporters that brands such as Shuaikang, Fangtai, and Boss, after years of development, have formed an intrinsic brand pattern, and their product quality has reached a certain level. SMEs are difficult to overtake.

According to data from Yikang, the current brand index of Fangtai and the boss has reached around 160, while the industry average index is around 100. The old high-end brand is far ahead of other brands in the industry, whether it is technology, marketing, or after-sales service. All have obvious advantages.

However, people in the industry pointed out that the future competition in the kitchen electricity industry will be more reflected in the after-sales service. As the technology of the same level of the company is already at the same level, the establishment of the brand image is mainly reflected by good after-sales service. "When there are always bad electrical appliances, at this time, if you have a good after-sales service, quick home delivery and good service, you will be able to retain consumers. On the contrary, if there is no good service, no electrical appliances are sold, no one Repairs will definitely reduce the brand's brand image."

Prospects for the market outlook are expected to continue to warm up in 2012. Under the influence of the continuous regulation and control policies of the property market, the sales volume of most home appliance companies has shown a downward trend. With the improvement of urbanization rate and further improvement of housing conditions, it is widely expected in the industry that the kitchen electric appliance market in 2013 will continue to lead the home appliance industry, and the recovery will become more apparent.

According to Zhong Yikang’s forecast, the retail sales of water heaters, gas stoves and range hoods in 2013 are expected to achieve year-on-year growth. In terms of retail volume, apart from the slight drop in gas stoves, water heaters and range hoods will also see a large increase.

President Zhong Yikang believes that in 2013, due to the narrowing decline in the property market and the continuous increase in the urbanization rate in China, the kitchen and electric power industry is expected to show signs of recovery.

Even Siqing indicated that in recent years, the level of residents’ consumption has been continuously rising. People’s demand for kitchen and bathroom appliances is gradually shifting from subsistence to quality, and energy performance, environmental protection, health, intelligence and other performance indicators are continuously rising, and new products and functions are being adopted. With the development of new appearances and new technologies, sales of high-end kitchen appliances and energy-saving kitchen appliances will continue to grow and become the main products of the market.