In the home appliance industry, the days of kitchen and electric power companies are the best. As a category with higher gross profit margins, in the past six months, the industry generally believes that the kitchen appliance market is getting better and better.
From the first half of the year, the boss, Germany, Italy, Fangtai, Midea, Galanz, Jiuyang and other famous companies released new products, high-tech and smarter high-end kitchen appliances have become mainstream.
Zhong Yikang, the president of Zhongyikang, believes that the decline in the real estate industry and the continued increase in China's urbanization rate have become positive factors for the promotion of the kitchen appliance market in 2013.
For holiday promotion, the e-commerce war is an opportunity for kitchen and electric power companies to obtain large sales volume, and it is also an “activator†for obtaining high profits, seizing market share and enhancing brand influence.
Look at the high-end products
With the gradual improvement of people's living standards, the demand for enjoying a healthy and comfortable life has increased, laying a solid foundation for the high-end of the kitchen appliance industry.
In the first half of 2013, Germany and Italy pushed the world's first all-DC inverter fume hood, Boss Electric 8218 hood was listed, Fang Tai is a new generation of wind and magic, Shuaikang "cloud combination" new products and so on. In the field of small electric power, Galanz's eight categories of small household appliances and kitchen appliances have been upgraded in an all-round way. Midea has more than 100 new products in 16 categories to impact the kitchen appliance market. Among them, the microwave oven of 10,000 yuan has allowed consumers to have long eyes. The launch of the "Food Shang+" series of new products, the endless stream of new products will push the high-end kitchen appliances to a new level, the transfer of enterprises to the high-end is an indisputable fact.
In the field of hoods, Zhongyikang predicted that in 2013, the trend of high-end and differentiation of smoke stove products will continue to be obvious. The sales of high-end range hoods with air discharge capacity above 17M3/min will increase year by year, and it has become a trend.
Author's comment: High-end kitchen appliances provide urban consumers with a more excellent, more fashionable, intelligent and humane life experience. With the continuous development of urbanization, more and more consumers will have the conditions to enjoy high-end kitchen appliances and enjoy quality life. The trend of high-end kitchen appliances is irreversible.
Five countries in the market
The more it is regulated, the more the house prices will rise. Yes, this is the market situation of real estate since the implementation of the five new rules this year. The fact that one day is a price, and that it is more expensive every day makes many buyers have to work hard to realize the housing dream.
The property market is in short supply, and the comprehensive index is rising. The data released by the central bank shows that real estate loans in the first quarter of 2013 surged to 710.3 billion yuan. It is not difficult to see signs of a warming property market.
Affected by the property market, the prosperity of the kitchen appliance industry in the first half of 2013 is also rising. According to statistics, the operating revenue of Vantage, Boss, and Wanhe Electric in the first quarter of 2013 was 147%, 27.5%, and 11.89%, respectively, and net profit increased by 106.54%, 34.48%, and 11.58%, respectively. .
The industry predicts that the demand for domestic range hoods driven by real estate this year is about 8 million units, accounting for about 66% of last year's sales.
Author's comment: The transaction volume of real estate directly affects the consumption of kitchen and bathroom appliances. From the end of last year to the first half of this year, the real estate market has shown a momentum of continuous growth, which directly drives the growth of sales of kitchen appliances and will continue to grow in the future.
Say the company's sales
Spring Festival, March 8th, Qingming, May Day, Dragon Boat Festival, in the first half of each year, there are festivals in almost every month, and it is also a good opportunity for enterprises to increase sales and seize market share.
In addition to the traditional price reduction, special price, straight down, buy and other promotional methods, in the first half of this year, the promotional resources given by manufacturers are closer to consumer demand, not just from the price, but also from the quality of products, services and so on. Factors to attract consumer spending.
For example, the US smoke stove is free to repair 10 years of gold medal service, the activity continues until the end of December; Wanhe's extended warranty service... Manufacturers will promote the service separately, as a way and means of market promotion, no doubt It is a progress and improvement of market competition.
Author's comment: There is no doubt that the service promotion enables consumers to eat a “reassuring pill†when purchasing products, and provide more tangible benefits and value to the improvement of the after-sales service level of the entire kitchen electric industry.
Looking for new opportunities in kitchen appliances
In modern life, people's home cooking is more diverse, and rich dining also brings heavy tableware cleaning work. The use of the dishwasher can achieve professional cleaning, drying and sterilization in one step, save water and electricity, free hands, and achieve a truly relaxed and pleasant modern kitchen chores. Dishwashers are rapidly entering the era of widespread use, and dishwashing is about to be mechanized in ordinary households. operating.
“As one of the modern living kitchen appliances, dishwashers have existed in the West for half a century, but due to the lack of scientific knowledge of tableware disinfection and sterilization, Chinese consumers need a process for correct understanding of dishwashers. "The vice president of the China Household Electrical Appliances Research Institute, Miyahama has said. In the first half of this year, at the 18th China International Kitchen and Bathroom Facilities Exhibition, Siemens released a number of dishwasher products.
At present, most urban households in China do not have dishwashers, and their ownership rate is only about 1%. Dishwasher products are still in the initial stage of the market in China, and the potential market space is huge.
Author's comment: With the improvement of people's living standards, some new kitchen appliances that improve the living standards have also quietly spread, such as dishwashers and other products. Although the current market share is not high, but in most families who pursue a higher quality of life, they have already enjoyed the comfort and convenience brought by these new kitchen appliances.
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