The consumer market in the kitchen appliance industry is cold, and many companies turn their attention to the emerging kitchen appliance market

For the traditional kitchen appliance industry in the first half of 2018, the situation is not optimistic: for the first time, the industry's consumption has been cold, showing a negative growth rate. Whether it is a short-term decline or the arrival of a turning point in the kitchen appliance industry, this downward trend has finally triggered a lot of panic in the market. Related kitchen appliance companies have also begun to turn their attention to the promising emerging kitchen appliance market and have begun to expand their layout. , To further explore and cultivate new market growth space.

The first time the consumption of the kitchen appliance industry encounters a cold, there are early signs by accident

More than half of 2018 has passed, but the kitchen appliance industry data in the first half of the year is telling the severe market situation. According to data from Zhongyikang, in the first five months of 2018, the market size of kitchen appliances (smoke stove elimination, micro-steaming and roasting, and washing and embedded integrated machines) reached 36.9 billion, a year-on-year increase of -4.2%. Data from Aowei Cloud Network also shows that the retail sales of kitchen appliances in the first half of 2018 was 31.1 billion yuan, down 1.6% year-on-year.

The sudden changes in the kitchen appliance industry this year, the rise and fall seem to be accidental, but it is not. According to the analysis of Wang Weiqiang, research director of the kitchen and bathroom division of Zhongyikang, the kitchen appliance market has changed from the strong momentum of the past few years and has taken a sharp turn this year. The overall market experienced a negative growth of nearly 5%. From the perspective of the upstream real estate market, the growth of existing real estate housing began to turn negative in July last year, and the proportion of decline is still increasing. In December 2017, the sales area of ​​existing housing increased by 19.3%, which caused direct damage to the market in the first half of 2018; at the same time, off-plan housing , The monthly growth in 16 years is also slowing down, with an increase of 27% from January to June, an increase of 22.1% from January to December, and an increase of 18.7% from January to June of 2017. From a general perspective, it fell to the delivery of houses in 2018. The amount should be decreasing, and the upstream supply is decreasing.

Wang Xinbiao, head of Galanz's kitchen appliance business, also said that although the switch from growth to decline in the kitchen appliance market was sudden, it was not without signs. Since March 2017, China has undergone multiple rounds of real estate regulation. In 2017, the total real estate transaction area fell by 16%, and the first-tier cities fell by 37%. At present, the overall contribution rate of new and refurbished kitchen appliances to the industry is about 65 : 35. With the decrease of newly installed users, it is inevitable that the industry will experience a significant decline in the short term.

Both Lu Zhichun, General Manager of Macro Kitchen Appliances Division, and Wang Shougang, Manager of Kitchen Appliances Division of Sakura Kitchen & Kitchen (China) Co., Ltd., mentioned two factors. On the one hand, new home sales were caused by a series of policies such as national real estate regulation and restrictions on purchases and loans. decline. On the other hand, the kitchen appliance market in the first half of the year showed a relative decline in retail sales, which was also affected by the diversification of some channels, especially the impact of the increase in the proportion of hardcover channels, which led to the relatively weak performance of offline retail channels.

With the advent of the adjustment period, brand competition further intensifies

As an industry that has been riding the real estate economy for a long time, driven by the national macro-intensive control, purchase restrictions, loans, prices, sales, and business restrictions, the traditional kitchen appliance industry has shown a weak growth trend. Cai Xiaojun, deputy general manager of Vantage Marketing, said that in the next 2-3 years, the kitchen appliance industry will maintain a "steady state" of small growth, that is, it will not be able to reproduce the high growth in the past, and it will not continue to grow negatively. As a result, slowing demand, rising inventories, and intensifying competition seem to have become inevitable trends.

At present, the big cakes in the kitchen appliance industry are rushed by professional brands such as Boss, Fangtai, Vantage, Sakura, Macro, etc., as well as integrated brands such as Midea and Haier. At the same time, they have also attracted such as Hisense, Changhong, TCL, Yunmi, Skyworth, Foxconn and other home appliance companies have cross-border intrusions. Data show that in 2017, there were 468 new brands in the five kitchen appliances category, including range hoods, gas stoves, water heaters, electric ovens, and water purification equipment, and 347 brands were eliminated. It can be seen that the number of brands participating in the kitchen appliance market competition is increasing, the industry market vitality is constantly increasing, and the market competition is also increasing.

Wang Weiqiang believes that under such a sudden change in market conditions, the number of entrants in the kitchen appliance market is increasing. These brands are bound to invade the market space and squeeze existing brands. "In addition to traditional kitchen appliances, there are also many cross-border companies involved in the integrated stove market, splitting the entire kitchen appliances market from a broader dimension, and brand-side competition and reshuffle are bound to erupt."

"In the future, competition in the entire kitchen appliance market will be two major categories of brands," Wang Shougang said. One is a technology or product-driven brand, and the other is a service-driven brand. In terms of consumer experience and satisfaction to enhance brand influence, some brands without core technology or service value will be gradually eliminated by the market.” He also predicted that the entire kitchen appliance will be in the next five years. A number of small and medium brands in the industry will be shuffled.

Lu Zhichun believes that the time for the industry to reshuffle will come sooner. "The number of brands in the kitchen appliance industry will enter an era of sharp decline in the next three years." He analyzed two main reasons. First, the hardcover channels in the primary and secondary markets would not consider the so-called miscellaneous brands when screening brands, and the brand concentration in this field would be highly increased; secondly, the third and fourth tier markets were more small brands. Or the big brands dominate the world, but with the sinking of platforms such as JD Suning and Tmall, it will cooperate with big brands and form a reshuffle or clean-up process for each brand. "Even the so-called top ten brands will undergo some changes, and in the end only 3 to 5 familiar brands will remain."

The future of emerging kitchen appliances is still promising despite the slowdown in growth

Although the overall kitchen appliance market encountered Waterloo in the first half of the year, the growth rate of emerging kitchen appliances is still gratifying. Of course, under the influence of the real estate market, emerging kitchen appliances in the first half of 2018 did not perform as well as 2017, but the growth rate was much higher than that of traditional kitchen appliances. According to data from Aowei Cloud Network, in the first half of 2018, the retail scale of emerging kitchen appliances including dishwashers, built-in microwave ovens, built-in steamers, and built-in ovens reached 5.5 billion yuan, a year-on-year increase of 20.1%. .

"Emerging categories of kitchen appliance products have a tendency to become a flow entrance," Cai Xiaojun said. According to his analysis, consumers may consider embedded products after choosing a smoke stove to eliminate the smoke machine. The smoke machine is the flow entrance. Few users will buy hood stoves by the way because they have chosen a certain brand of dishwasher and steamer."

The pursuit of the market continues to accelerate the popularity and expansion of emerging kitchen appliances. With the continuous pursuit of quality of life by the new generation of consumers and the adjustment of the overall structure of the kitchen by housing, emerging kitchen appliances such as steamers, ovens, and dishwashers are also It is rapidly occupying an important position in the kitchen.

Wang Xinbiao said that the traditional smoke stove meets rigid needs and solves the problem of eating; the emerging kitchen appliance category is quality-guided and solves the pursuit of delicious and happy eating. With the advancement of consumers' high-end demands, a series of new products, including embedded kitchen appliances, is bound to usher in a new era of growth in China's kitchen appliances industry.

Lu Zhichun is more optimistic about the market development of emerging kitchen appliances such as dishwashers and integrated stoves. He believes that the future market size of dishwashers will be equivalent to the current washing machine market share-a market of hundreds of billions. In addition, integrated stoves have a good market experience. It will also maintain relatively high-speed growth in the third and fourth-tier markets with considerable capacity.

"With the development of the Chinese market, emerging categories such as dishwashers and steam ovens will inevitably gain popularity and rapid development," Wang Shougang said, because as the income and living standards of Chinese people increase, their urgent needs for a quality life are also Further improvement is reflected in the overall kitchen cooking life. The rapid development of new categories of kitchen appliances such as dishwashers that can free your hands is an inevitable trend. "Sakura has also maintained a cautious and optimistic attitude in the layout of embedded dishwashers and steamers. Emerging kitchen appliances markets such as integrated ovens."

Aowei cloud network analysis believes that although the growth rate of the emerging kitchen appliance market slowed down in the first half of the year, the future market is still worth looking forward to. The steady growth of the number of commercial housing and consumers' recognition of emerging kitchen appliances will stimulate the development of the market. In addition, the emerging kitchen appliance market has a low penetration rate and great market potential, and the industry will maintain steady growth in the future.

In terms of space, the kitchen is no longer just traditional kitchen appliances such as stoves and hoods; in terms of the market, emerging products such as steamers and ovens have gradually brought more contributions. But no matter how the kitchen appliance products change, the original intention of serving people and making good food will never change. In any case, the new market is a new opportunity as well as a new challenge. The theme of the "2018 China Kitchen Appliances Summit" to be held in Beijing on August 23 will be here. By then, mainstream kitchen appliance brands, channel dealers, market research institutions, etc. All will gather here to discuss the current situation and future of the kitchen appliance industry. While building a bridge of communication in the industry, they will seek a new chapter and guide the development direction of the kitchen appliance industry.

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