Who dominates the ups and downs of the heavy-duty kitchen electricity market under the cruel market competition?
浏览量
【摘要】：
Since this year, affected by many factors such as the regulation and control of the upstream real estate market, the domestic kitchen and electrical industry has grown rapidly for six consecutive years. The growth rate of a large number of second and third-line kitchen and electrical enterprises has slowed down. But interestingly, international giants have entered China one after another, showing unprecedented confidence in the kitchen electricity market. Left? Right? In the cruel market competition, where is the kitchen electricity market, and who dominates the ups and downs?
Steady increase of domestic leading enterprises in the first three quarters is still in play
Recently, the sales performance of the third quarter has come out one after another, and the kitchen electricity market is no exception. What will the data reveal this time? Whether domestic brands can catch up or not, has become the focus of attention.
It is understood that the business income of Boss Electrical Appliances in the first three quarters was 5.39 billion yuan, an increase of 8.14% over the same period last year, and the net profit of shareholders belonging to listed companies was 1.01 billion yuan, an increase of 5.33% over the same period last year. In the first three quarters, Huadi's business income was 4.65 billion yuan, an increase of 13.78% over the same period last year, and the net profit of shareholders belonging to listed companies was 440 million yuan, an increase of 41.91% over the same period last year. According to the three-quarter report of Supol, which mainly deals with small kitchen appliances, business income in the first three quarters was 13.39 billion yuan, an increase of 24.7% year-on-year, of which the third quarter growth rate was 23.63%, and the net profit of shareholders belonging to listed companies was 1.1 billion yuan, an increase of 21.8% year-on-year, of which the third quarter growth rate was 20.24%.
Industry insiders said that the trend of high-end consumption upgrading in the kitchen and electrical industry is still in progress. Based on the multiple advantages of its products, channels and brands, the industry leader's market share has steadily increased in the year. The third quarter revenue of the kitchen and electrical leading company can still achieve steady growth, and the profitability of the industry's leading listed companies is expected to improve.
Emerging Kitchen Electrical Products as the Main Force of Market Consumption Growth
At present, the valuation of household appliances is close to the bottom. With the upgrading of consumption, more and more new products attract consumers to buy, which is expected to further promote the expansion of the kitchen appliances market.
In this year's IFA exhibition, Huadi "Intelligent Steaming and Roasting Machine AIO Series i23002" won the annual product innovation certificate with the accumulation of kitchen and electrical technology and unique innovative ideas. It is understood that the product is an innovative product with two elements of "specialty" and "omnipotence". It combines the two independent functions into one, integrates artificial intelligence technology, creates a one-button intelligent menu, improves the user's experience, and enables the product to have a combination of pure steaming, pure roasting and steaming. It solves the "space problem" and "budget trouble" faced by users, and realizes the simpler gourmet cooking that users want.
The owner of electrical appliances takes green health issues such as kitchen smoke exhaust seriously. Recently, he signed an agreement with Xiongan Vanke Green Research and Development Center to establish a joint laboratory in Xiongan New Area. The two sides will establish an industry-university-research consortium, devote themselves to the research of healthy intelligent kitchen, actively participate in the construction of Xiongan green ecological livable new town, and actively explore ways for other cities to better optimize kitchen space and improve living environment, so as to make the latest scientific research achievements from Xiongan to the whole country.
Fangtai is farther and farther along the high-end road. Relevant data show that the growth rate of Fangtai lampblack machine is 11.67% in the price section of 6000 + and above, and that of Fangtai gas stove is 18.5% in the price section of 3200 + and above. At the same time, in recent years, Fangtai's performance in the rapid increase of new kitchen and electrical products can also be remarkable: since this year, Fangtai sink dishwasher increased by more than 40%, gas water heater increased by 20%.
It can be seen that facing the slowdown of market growth, looking for new types and cultivating new demands is a way for kitchen and electrical enterprises or enterprises in many industries to choose, to determine the direction and trend strategically, to increase investment in innovation and promotion strategically, to actively interact and communicate with users in the market, and to save lives through new types of household appliances enterprises. Not impossible. Under heavy pressure, there must be brave men.
Check the strength of Shuang11 kitchen appliances who is the main ups and downs?
Shuang11 has come to an end, and the kitchen electricity market has a chance to test its strength. What is the performance of Shuang11 enterprises this year? Among them, the growth rate of Haier's kitchen electricity Shuang11 retail network is 46%, the growth rate of embedded category is 223%, and the share of 2000-2500 yuan price segment is the first.
It is understood that this year, Haier Kitchen & Electricity Shuang11 launched high-end kitchen and electric appliances such as light wave pasteurization cabinet, steaming and roasting machine, anti-dry burning gas stove, and kitchen and electric appliances including tobacco machines and stoves on Tianmao platform. And create a new online and offline retail mode of the same kind of goods, change the traditional perception of users that "online products are paper tigers", and form the differentiated advantages of Haier's kitchen and electrical appliances in high-end products, channels and so on.
Not only Haier, Fang Tai timely spread the good news. Shuang11 that day, it took only 28 minutes and 52 seconds, Fangtai kitchen and electrical network sales exceeded 100 million yuan, once again become the focus of the industry. Among them, Fangtai Intelligent Lampblack Machine, Embedded Steaming and Roasting Micro, Tank dishwasher and other star kitchen electrical performance is eye-catching, becoming the first choice for thousands of households.
As the representative of Chinese kitchen and sanitary brand, Wanjiale's total sales on Shuang11 reached 110 million yuan on that day. Among them, only 90 minutes after the start of the event, the sales of Wanjiale water heater exceeded 50 million yuan; by 10 o'clock, the sales of Wanjiale kitchen appliances exceeded last year's double 11 full-day sales; by 12 o'clock, the total sales of Wanjiale exceeded 82 million yuan...
In the editor's view, the role of e-commerce is not only a sales channel, but also a new window for communication between brand and young users. It is an important way to achieve cross-border brand and link. In the future, enterprises should continue to focus on providing high-quality products and services.