The kitchen is an indispensable space in most traditional Chinese homes, including cooking, steaming, roasting, roasting, roasting, frying, frying, braising, stewing, etc. The fascination has made a group of foreign friends yearn for it. Not only that, but it also has a huge market of 100 billion.
The taste conveys the good yearning for the people, and the kitchen represents the emotional conversion of generation after generation.
Twenty or thirty years ago, with the technological dividends of the Internet, mobile Internet, and artificial intelligence gradually changing people's lives, the types and methods of eating and drinking were greatly enriched.
The popularity of smart phones has allowed mobile life services to be developed. Takeaways have changed the supply relationship between food and people. The iteration of the retail industry and the upgrading of the distribution industry have also allowed fruit and vegetable and fresh meat to enter the kitchen in new ways. People's daily lives have also become more fragmented due to the popularity of mobile Internet and new technologies.
Despite this, the kitchen is still the focal point of most family food culture. Because "taste" is not a simple condiment or life condiment for most Chinese people, but a kind of "innate" yearning and pursuit.
Over the years, the times are changing, the technical means are changing, our pursuit of taste and yearning for home have never changed. The kitchen is still a small space that connects the emotions of generation after generation, but the products in the kitchen are slowly A change has taken place.
From the "smoke stove" to the embedded kitchen and then to the kitchen, the kitchen's products and capacity have been iterating
In the modern kitchen, our most common products include range hoods, gas stoves, sterilizers, ovens, microwave ovens, dishwashers and other products (excluding white electricity), and their appearance time varies. However, range hoods, gas stoves and sterilizers have been the top three "star products" in the sales list of kitchen appliances for a long time. Because the bundled sales of the three can not only help manufacturers to sell more products, but also save consumers the trouble of matching, they have a collective name - "smoke stoves."
However, among the three types of products, only the disinfection cabinet was produced by the domestic Kangbao Company in 1988, and the rest were imported from abroad. Based on the Chinese kitchen's heavy oil smoke and cooking methods based on sizzling, the iterative change of Chinese kitchen should start from the range hood.
Looking back at history, the first Chinese range hood was born in 1984.
The range hood was first born abroad, and the first hood in China was produced in the 1980s. In July 1984, Shanghai successfully prototyped China's first exhaust-type range hood, which was put into production in December, with a production of 629 units in that year.
However, the range hood was not put into mass production in the past two years. Until 1988, the number of manufacturers of range hoods in China reached 76, with an annual output exceeding 1 million units.
However, despite the earlier development time, range hoods have not been rapidly spread across the country. According to statistics, in 2016, the number of range hoods in China was only 28 per 100 households, far below the overseas average. In the same period, Japan and South Korea have reached a high value of 92, 112 units per 100 households. .
Compared with range hoods, domestic gas stoves and consumer cabinets were born in the late 1980s, and the sterilizer is the only localized product of the three products. However, due to the late start of China's kitchen electricity market, coupled with the public's awareness of consumption, the necessity of black and white electricity is far greater than the range hood.
Therefore, the current domestic consumption of range hoods and other products is far lower than the number of home appliances such as refrigerators and washing machines. According to the data, the sales volume of domestic range hoods in 2016 is only equivalent to the domestic sales of refrigerators during the period of 2007-2009.
Competing for the entry, embedded kitchen appliances and high-end products into the boss of the Huadi Fangtai and other kitchen appliances companies "signs"
In 2016, the statistics of less than 30 units per 100 households did not seem optimistic, but on the contrary, according to statistics, the range of online retail and retail sales of range hood products during the period of 2015-2016 was 150%. And 200% high-speed growth, reaching 1.6 million units and 2.4 billion yuan respectively.
This means that the smoking machine market is not saturated, and there is still room for improvement in this category in the future. In the market research, on the one hand, we can see that the sales of range hoods are slowly increasing; on the other hand, high-end range hood products are very prominent both online and offline.
In the dishwasher industry research, Yiou Home has found that there are many embedded kitchen appliances in the home store, and the phenomenon of shopping malls mainly promoting embedded products is more obvious than before.
Judging from the official website of many kitchen appliances companies, the product line also shows obvious characteristics: 1 kitchen appliances tend to be diversified; 2 embedded kitchen appliances are popular; 3 integrated enterprises enter the kitchen appliance industry The intensity should not be underestimated.
In the kitchen appliance industry, the phenomenon of brand concentration has become more and more obvious. In recent years, the mainstay of kitchen appliances represented by Boss, Fangtai, Vantage and Haier has become more and more powerful.
In the official website, the boss has played the slogan of “39 years focusing on high-end, superb technology and easy cooking†because of its long-established advantage; Vantage is far-sighted and takes the lead in “high-end smart kitchen electricâ€; Fang Tai continues to go Always paying attention to the path of tradition and Confucianism, the slogan is "Because of love and greatness."
On December 27, 2017, this kitchen appliance company officially announced that its kitchen appliance business sales exceeded 10 billion yuan. Although it was not listed, it seems to temporarily surpass the boss and Vantage's two powerful opponents in terms of sales volume and scale. Usually, whether in the subway station or the high-speed rail station, you can often see the slogan that Fang Tai "does not smoke in all directions."
Compared with the three kitchen appliances companies, Haier is a fast-growing representative of the domestic kitchen appliance business. Its previously launched “big kitchen†strategy has indeed caused a wave of trouble in the industry.
At the same time, Haier's move in the kitchen appliance business has been quite strong in recent years. Through the acquisition of New Zealand's Fisher & Paykel and the first US kitchen appliance brand GE, Haier has contributed to Haier's international strategic layout and technical R&D team strength. arrogance. Not long ago, Haier acquired a 51% stake in Haier for 446 million yuan, plus the original 49% stake, which will become a wholly-owned subsidiary of Haier, and announced that it will open 400 new stores in 2018. , open the barriers of online and offline.
Young and intelligent middle and high-end kitchen appliances are favored. Where is the selling point of the 2018 kitchen?
Although in the industry, each company's style of play and focus are different, but from the perspective of its product attributes, almost all companies are pushing embedded kitchen appliances and high-end products. For example, according to the drop-down page on the homepage of the boss's electrical network, the five electric ovens, steam ovens and dishwashers displayed are all embedded products, and Fang Tai also gave the product name an "embedded" prefix early. In the new product launch conferences of many kitchen appliances companies, high-end, intelligent, young, and set has become a hot word.
Today, the trend of brand concentration in the kitchen appliance industry has taken shape. In China, the kitchen appliances brands represented by Boss, Fangtai and Vantage are constantly showing “new gameplay†and playing a new level of intelligent strategy. The comprehensive brands led by Haier and Midea are constantly seeking in the kitchen appliance industry. breakthrough.
Therefore, Yiou Home will launch a series of related research for the kitchen appliance industry. The two key areas of concern are the range hood and the whole kitchen . We hope to solve the problem for the majority of industry practitioners or industry observers. The following questions:
1 Why are young and intelligent high-end kitchen appliances being favored?
2 What are the core differences in kitchen appliances such as range hoods?
3 What are the user's interests in the product? Where is the selling point of the 2018 kitchen?
The kitchen appliance industry not only has the characteristics of high brand concentration, but also has room for development that continues to rise. According to the “2017 China Kitchen Electric Industry Research Report†previously released by Zhongyikang, the consumption upgrade has brought great improvement to the kitchen electric industry. From the following data, you can see one or two.
In 2014, 2015 and 2016, the kitchen electricity market reached 66.6 billion yuan, 74.3 billion yuan and 84.6 billion yuan respectively, with an average annual growth rate of more than 10%. From January to August 2017, the kitchen appliance market reached a total of 61.8 billion yuan, a year-on-year increase of 16.1%. It is estimated that the annual kitchen power market will reach 96.8 billion yuan, a year-on-year increase of 14.8%. At the same time, the integration of kitchen and cabinet will also become a highlight of the development of the kitchen appliance industry.
However, how much development space does the kitchen electricity industry with hundreds of billions of markets have in the future? Let us calculate the account first.
As of December 27, Fangtai’s kitchen appliance business sales have reached 10 billion yuan. According to the announcement issued by the boss in the first three quarters, its revenue from January to September was 4.988 billion yuan, an increase of 25.17% year-on-year; according to the third quarterly report released by Vantage, its revenue from January to September reached 4.083 billion yuan, an increase of 30.94%. From the data point of view, the boss and Vantage sales data is currently lower than Fang Tai.
Taking the current sales volume of Fangtai as an example, compared with the latest data given by Zhongyikang, Fangtai’s sales accounted for 10.33% of the size of the kitchen electric appliance market in 2017, which is far more than the head office of the custom home and home improvement industry. The market share is much larger, but Lenovo and the boss are the two leading companies in the industry. This shows that the kitchen appliance industry is currently in the industry where brand concentration is gradually increasing, but there is still room for development. status quo.
In addition, the number of range hoods in China is only 28 per 100 households in 2016. This figure is far below the overseas level, which means that the industry will have more room for improvement.
Then, for the existing kitchen appliance companies, the future should be “conservation†or should be looking for more innovations. The answer seems to be uncertain, because innovation means taking risks. However, for the upcoming 2018, we can be sure that the impact of the “new middle class†consumption upgrade is still going on. Therefore, a big drama belonging to the kitchen power industry is opening.
This time, let us look at the kitchen electric market under the line. Through the form of product research, we will gradually approach the initial form of the product and the core product differences. The series will be divided into the upper and lower parts, and one will focus on the "hood hood". One article will focus on describing the "whole kitchen." In addition, we will continue to launch in-depth research articles on the flooring industry, so stay tuned.
If you still want to read the first research article of Yiou Home, welcome to review:
Dishwasher: A rising star in the Chinese kitchen appliance market
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