Guangdong Maximum Supply Co., Ltd.
Take stock of the kitchen appliance industry in 2016 and the future trend in 2017
With the arrival of December, 2016 has also come to an end, according to the data released in the first half of the year, the sales of kitchen appliances are as high as 29.7 billion US dollars, and the retail sales of the market in the first half of the year alone reached 5 billion yuan, coupled with the data released by the second half of the double ten a, the kitchen appliance market in 2016 has grown rapidly, in the case of the home appliance market downturn, the performance of kitchen and bathroom appliance enterprises is remarkable.
Summarizing this year's market pattern, the highlights can be summarized in several key words: intelligence, embedded, cross-border activities, and accelerated channel differentiation. A leaf falls, knowing the autumn of the world, the kitchen appliance market has changed at the end of this year, and with it comes a small wave to look down together.
Kitchen appliances are also cross-border fashion
The so-called cross-border and editor's understanding is to let the original non-overlapping elements penetrate and integrate with each other, so as to expand their brand influence. With the competition in the domestic market, the penetration and integration of the industry has become quite common, and it is difficult to find a pure brand from today's market, and the cross-border of kitchen appliance brands is also understandable.
Choosing a cross-border brand is a complementary brand, not a competing brand, and a good cross-border play can increase the three-dimensional sense and depth of the brand and broaden the audience. However, there are more cross-border brands, who is more fashionable?
Recently, I saw some columns shouting "So you are also such a party". Since the end of last year, Tai Brush has launched a series of creative advertisements to blow Moments, Weibo, major video websites, this year's mother side has launched creative videos, technology, future stories full of plots and pointed out that "the world's powerful wisdom is mother's love", of course, too many products also remember, ovens, range hoods, and dishwashers that can remove fruit and vegetable pesticide residues!
At the beginning of this year, when "Kung Fu Panda 3" was released, Bosch Electric crossed over to help the "Kung Fu Panda Art Competition". At the end of the year, the "Hall, Kitchen" activity jointly launched by Bosch Electric and Samsung TV swept the country, and the kitchen under the hall was the rhythm of looking for ladies. TV and kitchen appliances cross-border cooperation, the span is large and interpenetrating, the placement is very accurate, the two sides excavate and deeply explore the consumer market share, and jointly release the brand.
Of course, the cross-border phenomenon of kitchen appliances does not stop there, and there is also a special title of Mr. Hu 2017 spring/summer series press conference specially named by Vantage, realizing the "no boundary" between kitchen and life; Haier cross-border launched intelligent steaming all-in-one machine and so on.
Embedded products are the new driver of corporate revenue
With the improvement of consumption levels, the harvest of new embedded kitchen appliances has attracted more and more attention, of course, the soaring price is also one of the reasons. Built-in kitchen appliances are simple and fashionable, can be embedded in cabinets to save kitchen space, visually more open and tidy, and the convenience of use is not diminished at all. As the younger generation becomes the main consumer force, embedded kitchen appliances will lead the future consumption trend, which is a major growth driver for embedded kitchen appliances in the future.
According to Yikang's monitoring data, from January to August 2016, the sales performance of built-in electronic ovens, built-in dishwashers and built-in electric steamers was quite substantial, of which the retail sales of ovens reached 1.2 billion units, the retail sales increased by 59.8%, and the delivery volume reached 211,000 units, and the built-in kitchen category increased by 10% only dishwashers and electric steamers. The retail sales of built-in home steam stoves increased by more than 100%, second only to built-in dishwashers in kitchen and bathroom appliances.