China's high-end kitchen electric "three-horse carriage" pattern has been formed

At present, China's kitchen appliances have already precipitated the "troika" pattern. If you give each of the three major kitchen electric companies an anthropomorphic metaphor, the answer I give is: Fang Tai is a refined liberal arts boy, the boss is a steady science boy, and Vantage is always a lot of wonders. Wonderful art male.

Following the release of the knowledge kitchen on March 8th, on March 9th, Vantage opened the spring new product release, and released three new models: Vantage X-MAX Fine Furnace, Vantage Illusion Series , Vantage Tianjing series smoke machine.

On the scene, Vantage also teamed up with “Designing the Ghosts” Hu Sheguang to stage a visual feast combining industrial design elements with fashion catwalks. The latest product signing of Vantage, the brand spokesperson of the Vantage, was also unveiled at the finale of the day.

Of course, the most publicly concerned is the new kitchen appliances that Vantage released.

Among them, Vantage X-MAX fine-tuning stove, using patented poly-combustion technology, revolutionized the appearance of combustion flame and product appearance. In operation, it achieves precise adjustment of 256° wide-band firepower; in appearance, it is a 12-sided black diamond high-gloss fine porcelain knob, high-end atmosphere.

This gas stove has four characteristics: fine control, firepower, safety, and high value. For the first time, the product uses Vantage's original polyfluorene combustion technology. The core of the technology is the X-type interconnect burner. The fire core is distributed in a gold structure to ensure a more stable combustion. It can stably output a slamming fire from 8000W to 300W.

Huadi Magic Hid series hood adopts the design of lifting concealed oil net. When starting, the inlet is 150mm down to the source area; after shutdown, the inlet is automatically hidden, which saves space and has visual beauty. The product also has a self-cleaning function of steaming water, 110 ° C high temperature steam melting oil, completely soften and remove oil stains.

As we all know, the biggest problem with traditional hoods is that the distance between the smoke inlet and the smoke source is large, and the smoke has spread before being sucked away. The biggest feature of Vantage's phantom hood is the “dive near-suction technology”, which is close to the source of smoke and ensures a more thorough absorption. This is the original in the industry.

At this conference, Vantage put forward the concept of “kitchen post-industrial era”, which is considered to be the landing of artificial intelligence strategy + fashion strategy, and is the idea of ​​Vantage for the future kitchen life.

In an interview with the media, the head of Vantage said that in the future, Vantage will continue to focus on artificial intelligence and continue to promote three major strategies: smart kitchen strategy, fashion strategy, international strategy, and become the leader of the world's high-end quality kitchen space.

What does the “post-kitchen era” show?

Vantage always has a whimsy.

I believe that everyone who entered the AWE2018 scene saw the brain in the central square, which is the intelligent brain device that Vantage deliberately set. Vantage wants to convey two meanings: First, personalize technology. Vantage believes that with the development of innovative technologies such as the Internet, Internet of Things, cloud data, cloud computing, etc., the era of data integration has arrived. Vantage proposes a “smart kitchen plan”, which is an upgrade of the intelligent strategy, from “smart” to “ wisdom". Second, this shows that Vantage is building a "smart brain" in the post-industrial era of the kitchen, and transmitting cultural self-confidence to the outside world.

“The beauty of industry” is the most cutting-edge kitchen electric fashion trend displayed by Vantage, and the real fashion is not limited to a certain style. In the future, Vantage will also meet the different consumer needs through more performance techniques.

Han Wei, vice president of Vantage Co., Ltd., interprets the “kitchen post-industrial era”. He believes that this is the extension and interpretation of Vantage’s “Chi-Shang Life” brand concept. It is the step-by-step step of the artificial intelligence strategy and fashion strategy. Another thought in the future of kitchen life.

The so-called "kitchen post-industrial era" is first reflected in the industrial design of products, and the integration of fashion insights into product design, the key is to grasp the most cutting-edge fashion trends. The deep cooperation between Vantage and fashion group and fashion visual master Hu Sheguang has a deeper understanding of fashion than others.

Secondly, the “kitchen post-industrial era” is a breakthrough in the era of traditional kitchens. This era has more urgent needs for humanized and intelligent kitchen solutions. This is actually the background we have seen that most products of Vantage have intelligent functions. factor.

Matching with high-end, smart products, Vantage's brand marketing and promotion methods are more diverse. Hand in the entertainment, fashion, Internet, film and television, games, food and other industries, in-depth study of user preferences and pursuits, as close as possible to consumers, close to this era. Therefore, after 80, 90, and even 00, the recognition of Vantage fashion brand genes is significantly higher. Vantage's ultimate goal is to become the "global high-end quality kitchen space leader."

I chose the "National Male God" Lin to be the image spokesperson, and cooperated deeply with the design master Hu Sheguang. In fact, Vantage is conveying the same message to the outside world: I am a fashionable, young company, and I have leading aesthetic ability. At the product level, we see that Vantage's products always have a strong sense of design, a texture that can be touched.

At present, Vantage has established the research and development direction in the next few years: applying voiceprint recognition technology, image recognition technology, smart storage technology, cloud data technology and robot technology to the artificial intelligence platform to create more interactive and functional functions for users. Subdivide and use a more enjoyable kitchen smart experience.

In terms of brand building, Vantage will pay more attention to high-quality advertising and continue to participate in the promotion of emerging media such as strong IP film and television drama. Among them, brand promotion mainly targets young middle- and high-income groups for advertising, including traditional channels such as transportation hubs, office buildings, billboards, and new media channels such as cinemas, mobile terminals, and star IP.

At present, China's high-end kitchen appliances have already precipitated the "troika" pattern. It is expected that the revenues of the three companies will exceed 10 billion in 2019.

If you make a personification metaphor for each of China's three major kitchen appliances companies, my answer is: Fang Tai is a refined liberal arts boy, the boss is a steady science boy, and Vantage is always a lot of whimsy. Art male.

This kind of different personality image is determined by the information and leadership style that the three companies are willing to communicate with.

Vantage left the public with a younger impression, and because of the youngest, it was the most uneasy. I think this may be related to Vantage having a young, stylish chairman.

What kind of brand impression a company gives to people depends on two major factors: First, the product design of this enterprise, which is the most intuitive and simple carrier of the corporate brand image; second, what kind of carrier do you put on the corporate brand? Cultural elements, such as Fang Tai's favorite to talk about Confucian culture, and Vantage prefer to work closely with fashion people and popular people.

In the past few years, Fangtai has maintained steady development as usual. In 2017, the total revenue has exceeded 10 billion yuan. The image of its high-end brand has been deeply rooted in the hearts of the people.

The biggest and most obvious of the three major brands is Vantage. Since 2016, Vantage has changed a lot from product to image, drawing a beautiful "V" curve - this "V" is the brand vision of Vantage.

For a long time, Boss Electric was regarded as the benchmark for Chinese kitchen appliances. This company has won the capital market with sustained and rapid growth, but the situation has undergone subtle changes in February 2018.

On February 26, Boss Electric (002508) released its 2017 performance report: in 2017, its total operating income was 6.99 billion yuan, up 20.78% year-on-year; the net profit attributable to shareholders of listed companies was 1.45 billion yuan, up 20.18% year-on-year.

Since the two indicators of revenue and net profit are lower than the past years, and lower than the previous boss's own commitment, coupled with the almost simultaneous reduction of executives and their families, the boss's share price has directly fallen for two consecutive days, causing the institution to flee. . At present, the boss's electrical appliances are still in a slight shock.

Why does revenue and net profit growth fail to meet expectations? The explanation given by Boss Electric is that 2017 is the first year of the company's new three-year development strategy. On the one hand, the company faces unfavorable factors such as the subsequent impact of real estate regulation and control, and the rising cost of raw materials. On the one hand, we must strive to achieve technology-driven transformation and brand upgrade, and better complete the indicators set at the beginning of the year.

However, this situation did not appear in Vantage (002035), which is also a kitchen appliance company.

On February 26th, Vantage also released its 2017 performance report: the revenue of the year was 5.731 billion yuan, a year-on-year increase of 30.4%; the net profit was 508 million yuan, a year-on-year increase of 55%.

Why is Vantage's share of higher revenue and profit growth? Vantage's explanation is: mainly because the company implements high-end intelligent strategic transformation and actively launches high-end new products, so the operating income has increased substantially; due to the company's operating income has increased significantly, Mao Interest rates have steadily increased, and the company's cost reduction and efficiency have achieved initial results, and the net interest rate has continued to increase, so the company's profits have achieved substantial growth.

The growth of the boss's electrical appliances has slowed down, and the view that the kitchen appliance industry will bid farewell to the high-speed growth era is quite popular. I tend to think that we can't come to this view; on the contrary, I think the kitchen electric industry will remain the fastest growing segment of the home appliance industry in the next five years. At present, the size of the entire Chinese kitchen appliance market is only 110 billion yuan, which is still less than the size of the air-conditioning single industry of 280 billion yuan. Therefore, the Chinese kitchen appliance industry still has huge room for development. It is expected to grow to 300 billion yuan in the next five years, and it is expected that at least three professional kitchen appliances with a revenue of 30 billion yuan will emerge.

Boss Electric and Vantage are the two most representative stocks in the Chinese kitchen appliance industry. They have performed very well in recent years. Although there is still a gap between Vantage and the boss in terms of the absolute value of revenue and net profit, Vantage’s growth seems to be better than that of the boss.

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