Guangdong Maximum Supply Co., Ltd.
For a long time, the kitchen appliance market has been smoked. From the early price war to the brand war, from the advertising war to the public relations war; From the initial search for product design and functional differentiation, to the search for brand temperament differentiation. At the same time, another dark battle between kitchen brands has never stopped. The current situation of the kitchen appliance industry in 2015 and the development trend of the kitchen appliance industry in 2016 are analyzed as follows.
In 2015, in the face of the macroeconomic downturn and the real estate market is still weak and other unfavorable external environments, the development of the entire home appliance industry is not optimistic. In this context, kitchen appliances have become a new growth point in the home appliance industry with a high growth rate of 10.5%. But even so, the kitchen industry still has to face the current situation of slowing growth and industry reshuffle. This means that the kitchen industry, which has experienced a wave of development boom in the past two years, is gradually returning to a more rational development track.
The growth rate slowed down and the industry reshuffled
Under the combined influence of factors such as increasing downward pressure on the economy, low sales activity of commercial housing, and policy air windows, China's home appliance industry encountered a cold winter in the market in 2015. Among them, almost all of the four categories of ice, washing, air and color fell, and although the growth rate of kitchen appliances was better than the overall performance of the home appliance market, there was also a slowdown trend.
Data show that in 2015, the overall scale of our country's home appliance industry was 1.53 trillion yuan. Among them, individual categories such as refrigerators, color TVs, and air conditioners have shown negative growth, but the market size of the kitchen industry has reached 69 billion, a year-on-year increase of 10.5%, becoming a new growth point for the home appliance industry. Although this data is significantly higher than the overall level of the home appliance industry, compared with 2014, kitchen appliances still fell by 3.4% in the same period. For more new information on the prospects of the kitchen industry, please refer to the "2015-2020 China Kitchen Appliance Industry Business Status and Investment Strategy Report" of China Lecture Hall.
In this regard, the industry expects that the kitchen market will enter a period of low growth or relatively slow growth, with the increase of market pressure, the speed of large kitchen appliance brands entering the third and fourth level markets or township markets will accelerate, the living space and profit margins left for small and medium-sized brands will become smaller, brand elimination will accelerate, and the brand concentration of the kitchen industry will become higher and higher in the future.
Embedded products are popular
Through the data, it is not difficult to find that in terms of products, the attention of the entire enterprise and consumers to kitchen appliances has increased in 2015. From the perspective of market sales, from January to November 2015, the retail sales and sales of built-in kitchens (built-in electric ovens, built-in dishwashers, built-in microwave ovens) increased significantly year-on-year, reaching 93.6%.
On the other hand, a highlight of the kitchen appliance market in 2015 also includes exploring the development of intelligent products of enterprises. For example, the range hood introduced by the boss integrates multiple recipes, which can realize the linkage of the smoke stove to complete the intelligent kitchen cooking process. Vantage released the voice-controlled smart hood machine "Magic Mirror" to use voice control to enter the power of smart kitchens. Fotile jointly released the world's first set of cloud smart kitchen products.
An industry that has been engaged in kitchen sales for many years, the development opportunity of the kitchen appliance market is the pursuit of a healthy quality of life by consumer groups dominated by the post-80s and post-90s. Especially at the moment when the trend of intelligence is surging, the price is between 4,000-5,000 yuan, and more intelligent and attractive products are attracting the attention of consumers.
Prepare for the return of industry to rationality in 2016
After a slow development in 2015, it will return to rationality for the kitchen industry with a history of 2016. Relevant industry insiders said frankly that benefiting from the opportunities brought by urbanization and the potential consumption power of post-80s and post-90s consumer groups to pursue quality of life, the kitchen industry will lead the home appliance market as a whole and maintain steady growth in 2016.
Relevant industry insiders said frankly that from the perspective of GDP, commercial housing sales, urbanization rate and other environments, the kitchen industry will still be in a period of stable development in the future. In particular, the "real estate destocking" policy proposed in the "13th Five-Year Plan" will continue to drive the kitchen industry with rigid demand as the main growth driver.
In addition, thanks to the in-depth development of Internet+, the kitchen industry may also have a number of cross-border brands entering one after another. However, the industry generally believes that the development of the kitchen industry will be based on rationality. An industry insider who has been engaged in the sales of kitchen appliances for a year said that in the relatively stable development of the kitchen industry, if a brand wants to change the market pattern, it must have core competitiveness, brand charm and comprehensive technical strength, which is not easy from the current market.