Near the end of the year, looking back at the kitchen and electric appliance industry in 2013, in the context of macroeconomic stabilization and recovery, the property market is picking up, and the urbanization rate is improving, including the sales volume of range hoods, gas stoves, water heaters and various small household appliances, The average amount of money has shown a trend of improvement and recovery. Based on this, many people in the industry are very optimistic about the development prospects of the entire kitchen appliance market in 2014, and it is expected to continue to maintain a steady growth momentum.
Indeed, in the coming 2014, whether it is from the macro-policy level of accelerating new urbanization, upgrading new energy efficiency standards, or expanding from increasingly diversified channels, the company itself actively pursues product innovation and technology upgrade. Conducive to the development of the entire kitchen power industry.
New urbanization pace
As the key word of a national policy, “urbanization†has been repeatedly mentioned in recent years, and it plays an important role in stimulating consumption, stimulating domestic demand and driving economic growth. When kitchen appliances companies predict the factors that will affect the market in the future, urbanization is also considered as one of the important considerations.
At the National Urbanization Work Conference just held in mid-December 2013, the National New Urbanization Plan, which was discussed and formulated, will be released as soon as possible. Therefore, in the long run, with the successive completion of urbanized housing throughout the country, for kitchen and bathroom appliances with strong decoration properties, new consumer demand will be released centrally, and will also be the entire kitchen appliance industry. Development has brought huge room for growth.
At the same time, the green and low-carbon concept of energy conservation and environmental protection is also required to be integrated into the new urbanization construction. This is not only conducive to promoting the comprehensive utilization of new energy products such as solar energy and air energy in the construction, but also puts forward higher requirements for the research and innovation of various kitchen appliances in product energy-saving technologies.
Therefore, in the context of urbanization speeding up, many kitchen appliances companies have accelerated the pace of market expansion. On December 3, Vantage announced that it plans to spend 80 million yuan to buy a new base for kitchen and bathroom products in Xianning City, Hubei Province. Before that, Wanhe and Wanjiale had already set up new bases in Anhui and Hunan, respectively. Multi-energy combination products for energy saving and emission reduction. In addition, Midea, Galanz, Chigo and other major appliance companies have come in to "spoil the board". In April this year, the beautiful kitchen appliances business unit hopes to achieve 20 billion yuan sales within three years; and the production capacity of 1 million units The electric water heater production line was also completed in August 2013. It is foreseeable that the kitchen power market will set off a new round of competition in 2014.
Product technology innovation and upgrading
Looking back on 2013, driven by economic recovery and consumption upgrades, the mid-to-high-end trend of kitchen appliances has also effectively promoted the rapid growth of the overall market. Large suction range hood, high-efficiency energy-saving gas stove, condensing gas water heater, inverter microwave oven, IH smart rice cooker... A series of intelligent new products that advocate high-efficiency, energy-saving, low-carbon and environmental protection emerge one after another.
On October 1 this year, the official implementation of the new energy efficiency standards for national range hoods will stimulate the transformation and upgrading of the kitchen electricity market to a certain extent, and will also accelerate the industry reshuffle. As described in the special plan of the 115th issue of Aiken Home Appliances, "Hood hood: Multi-prism in 2013", large suction, quiet, self-cleaning, frequency conversion, and intelligent linkage are not necessarily new weapons that will appear this year. However, in 2013, the year in which the industry experienced adjustment and steady recovery was able to shine, becoming a new dimension in product evolution and carrying high-end connotations.
The same is true for the water heater market. Wanjiale launched the “Smart Bath†high-end brand in September; Wanhe Electric released the GAA gas adaptive technology on November 5; Lin released the “Open and Wash†rapid heating technology and “Zero†on November 6th. Cold water is the hot solution... Although the new energy-saving subsidy policy has come to an end in the first half of 2013, the energy-saving, intelligent, systematic, humanized and other technological transformation based on consumer demand has become the development of water heater enterprises. consensus.
Looking forward to 2014, the competition centered on technology upgrading, brand upgrading and industrial upgrading will be further upgraded. Who can win the first place in the new competition mechanism, who will win more market share in the next few years, and among them The key word may be a comprehensive solution that is energy efficient, efficient, and intelligent.
E-commerce sales channel expansion
The e-commerce development in 2013 is still in full swing. According to the latest data released by Aowei Consulting, the sales volume of home appliances in the domestic offline market increased by only 6% in 2013; while the sales volume of home appliances in the online market increased significantly, reaching 79%. Among them, the sales of kitchen appliances such as range hoods, gas stoves and water heaters accounted for 33.6% of the online home appliance market.
In the rapid development of e-commerce today, in the face of the 80- and post-90s consumer groups that are both loyal fans of the Internet and the main force of buying and decorating the home, speed up the layout and deepen the expansion of e-commerce channels, becoming a kitchen appliance company to enhance brand influence and snatch More market share is the only way.
Of course, after the careful layout of the previous two years, mainstream kitchen appliances, including Boss, Fangtai, Vantage, etc., have achieved profitability in the e-commerce channel, and from the single Tmall official flagship store to Jingdong Mall, Suning Yi Many B2C platforms such as purchase, domestic online, and Yi Xun.
In June 2013, Suning announced the long-term implementation of online and offline prices at the national level, and began to explore and build an innovative sales model of O2O (OnlinetoOffline). This model is also a new opportunity and challenge for kitchen appliances. Using online customers, offline experience, and online purchases will not only make consumers online shopping safer and more secure. It also enables consumers to build awareness and trust in the brand through the store, and establish a good brand image and reputation. For kitchen appliances, in addition to having strong online sales capabilities, it is necessary to improve the laying of traditional offline channels and the tracking and improvement of after-sales services in order to win more market initiatives in the future.
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