The adjustment of consumption structure and the shift in consumer demand are forcing innovation and upgrading in all walks of life. In 2018, the kitchen appliance industry has also seen many new changes.
Recently, Changjiang Business Daily reporter visited the market and found that many new varieties have been added to the kitchen appliance market. Smart kitchen appliances have gradually become the mainstream of home improvement. It is worth noting that the dishwasher is becoming a “new favorite†and is favored by young consumers.
According to institutional data, the retail sales of new kitchen appliances in the kitchen appliance market in 2017 reached 4 billion yuan, a year-on-year increase of 140.8%. The emerging kitchen appliance market is on the rise. Among them, Siemens, Midea and Haier occupy half of the country. Kitchen and bathroom appliances and kitchen appliances are in the late stage of growth, and are expected to maintain a relatively high growth rate of 5%-10%. Dishwashers, built-in microwave ovens, steam ovens, ovens and other products that have not yet become popular will maintain a high growth trend.
Shen Peng, an analyst in the home appliance and IT industry, believes that with the changes of the times, people's quality of life continues to improve, the function of the kitchen and the demand for kitchen appliances have changed quietly, from basic cooking to entertainment. Smart kitchen appliances have become a trend, and the kitchen appliance industry is welcoming a new pattern.
On March 7, Changjiang Commercial Daily reporter saw in some appliance stores in Wuhan that sweepers and dishwashers are becoming popular among many young consumers. After living in Houhu Lake, Ms. Yang was just married soon. She was buying at the appliance store on the same day. She told reporters: “Compared with the previous generation, air purifiers, sweepers, dishwashers and ovens are also essential for our young families.â€
Compared with traditional stoves, emerging kitchen appliances are growing rapidly. According to data released by Zhongyikang, the retail sales of range hoods in 2017 was 43.29 billion yuan, up 12.7% year-on-year, and the retail sales of gas stoves was 26.36 billion yuan, up 11.7% year-on-year. The market retail sales of new kitchen appliances category dishwashers has reached 4 billion yuan, a year-on-year growth rate of 140.8%.
Shen Peng believes that with the rejuvenation of mainstream consumer groups, they are more likely to accept dishwashers as an energy-saving and hygienic product. Second, with the accelerated pace of life, it is an inevitable trend that housework is replaced by machines. The emerging kitchen appliance market is on the rise and has become a new growth point in the development of the kitchen appliance industry. In the kitchen appliance industry, the dishwasher market has shown an “exponential†growth for two consecutive years, and the dishwasher market has great potential in the future.
In fact, the development potential of the dishwasher market, not only the traditional kitchen appliances companies are actively deployed, the United States, Haier, Siemens, etc. have also entered. The Yangtze River Business Daily reporter has a rough statistics. In 2017, the total number of brands in the dishwasher industry reached 43. Among them, in the e-commerce platform, Siemens and Midea dishwashers accounted for almost 70%.
According to Zhong Yikang's analysis, kitchen and bathroom appliances and kitchen appliances are in the late stage of growth, and it is expected to maintain a high growth rate of 5%-10%. Dishwashers, built-in microwave ovens, steam ovens, ovens and other products that have not yet become popular will maintain a high growth trend.
Kitchen electrics enter the intelligent ageWith the substantial improvement of the national economy, the consumption structure of residents has also changed. The Chinese household appliance industry has also continuously changed from “Made in China†to “Made in Chinaâ€, and smart products have gradually entered people's lives. It has also changed quietly.
According to Zhongyikang data, large home appliance companies are gradually expanding their market share, especially in the online market. The three companies in the embedded appliance and dishwasher market share less than 50%. %. In 2018, the analysis of the development prospects of China's household electrical appliance industry pointed out that in the pattern of China's household appliance market segment, the household appliances have matured, kitchen appliances and kitchen appliances are in the middle and late stages of growth, and consumer upgrades such as environmental appliances and personal care appliances are in progress. long.
At the same time, "smart home" and "smart kitchen" have gradually become a new development trend in the kitchen appliance industry. As the head enterprise of the home appliance industry, currently, the United States, Haier, etc. have been deployed in the "smart home", building a cloud platform, the development of smart home operating systems have begun to take shape; traditional kitchen appliance enterprise appliances are also stepping up brand upgrades, Create a “central kitchen†to arm enterprises with information and digitalization.
Liu Chao, a dealer who has been cultivating the household appliance industry for many years, told the Changjiang Business Daily that “the kitchen appliances in the past belonged to the products considered in the middle and late stages of renovation. It is often necessary to consider the cycle for one month, but now some consumers will consider the period before the renovation and consider the cycle. Shorter.†Liu Chao bluntly said that traditional kitchen appliances are just in need, and the market share at the macro level is so large that there has been a downward trend. But at the micro level, there are still many market opportunities, which is why many brands continue to upgrade their brands.
In this regard, Shen Peng also believes that "product quality is still the core competitiveness, the new consumer group is first to look at the brand and quality, relatively less sensitive to the price, so the past price warfare has been unable to attract consumers. If an emerging Product quality and functionality are not recognized by consumers and are not good for the entire industry."
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