After Shuaikang announced the establishment of an integrated kitchen appliance company on June 25, the integrated kitchen appliance industry fell into one place.
On July 18, Boss Electric announced that it has reached a strategic cooperation with high-end integrated stove brand Jindi Electric. Boss Electric will strategically control Jindi Electric with a 51% shareholding ratio and deploy the integrated kitchen market.
It is understood that before Shuaikang and Boss Electric, Haier and Midea have entered the integrated stove market in the past two years. Moreover, Oaks integrated stove single product has entered the top ten online market.
In fact, in addition to the entry of home appliance giants, some crossovers with almost no background in home appliances are also pouring into the integrated stove market. According to Wang Weiqiang, research director of the kitchen and bathroom division of Zhongyikang Times, companies including Beidouxing in Shaoxing, Zhejiang and Yuansheng in Nantong, Jiangsu are all preparing to set up teams to launch new integrated stoves.
China State Grid learned from recent visits and surveys that even in Shengzhou, Zhejiang, where professional integrated stove companies such as Shuaifeng, Senge, and Yitian are highly concentrated, there are still a large number of companies investing in the integrated stove field.
Capital's sense of smell has always been keen, and what is behind the gold rush of JiZhou is the arrival of the market turning point.
From smoke stoves to micro-steaming and washing, the star products of the kitchen appliance industry are constantly changing, and the integrated stove seems to have been hidden for many years.
According to industry insiders, integrated stove products are authentic "domestic products", with a history of nearly 20 years since their birth. As a kitchen appliance that integrates multiple functions such as range hood, gas stove, disinfection cabinet (storage cabinet, steamer, oven), integrated stove has the characteristics of beautiful design, space saving, and good smoke exhaust effect. However, due to factors such as low consumer awareness and housing structural space, the integrated stove market has been tepid.
However, with the advent of consumption upgrades in recent years, the clean, beautiful, and efficient features of integrated stove products have been recognized and accepted by more consumers, and the integrated stove market has gradually shown huge growth potential.
According to data from Zhongyikang, the sales volume of my country's integrated stove market was about 1.5 million units in 2017, and the sales volume has exceeded 10 billion yuan. In the first half of 2018, despite the overall cold in the kitchen appliance market, the integrated stove market still performed well, especially in the online market. Retail volume and retail sales reached 155,000 units and 950 million yuan, respectively, an increase of 97.7% year-on-year. , 138.3%.
Yang Bing, deputy general manager of Shuaikang Integrated Kitchen Appliances Company and general manager of kitchen appliances marketing company, told China State Grid that from the statistical data of the past three years, the performance of the integrated stove market can be said to have exploded, which shows that integrated stoves The industry has gradually entered the growth period from the introduction period.
Regarding the development process of the integrated stove market, Zhejiang Meida, the first and currently the only listed company in the integrated stove industry, made a defining statement in its 2017 annual report: As a sub-industry in the kitchen appliance industry, integrated stoves have passed 2016, The two consecutive years of high growth in 2017 have gradually transitioned from the introduction period to the primary growth period. With the further manifestation of the effects of market education, the integrated stove market will continue to develop rapidly in the next two years.
What is the substitution effect?In the first half of 2018, the overall sharp turnaround of the kitchen appliance market is in sharp contrast with the rapid growth of the integrated stove market.
According to data from Zhongyikang, from January to May of 2018, the scale of the kitchen appliance market (smoke, stove, micro-steaming, roasting and washing embedded integrated machine) reached 36.9 billion, a year-on-year increase of -4.2%. Among them, the market size of range hoods was 16.44 billion yuan, a year-on-year increase of -7.0%; the gas stove market scale was 9.61 billion yuan, a year-on-year increase of -4.4%; the market size of disinfection cabinets was 2.20 billion yuan, a year-on-year increase of -15.1%.
Therefore, some insiders worry that the rapid development of the integrated stove market may aggravate the deterioration of the traditional smoke stove market.
Shuaikang told the State Grid of China that China’s vast area has a rich food culture. Traditional smoke stoves and integrated stoves have their own characteristics, and each has their own preferences. The integrated stove is a supplement to traditional kitchen appliances and will not add to existing kitchen appliances. Electricity produces an excessive impact. Moreover, in Western developed countries, traditional smoke, stoves, grills and integrated oven stoves are sold in the same store, which is a product of the diversification of the times.
Zhongyikang analysis believes that the retail volume of integrated stoves is less than 10% of the retail volume of hoods, and it will not have a major impact on the overall kitchen appliance market. Moreover, because of structural problems, space factors, public flue factors, and even real estate, not all houses can be equipped with integrated stoves. Integrated stoves cannot completely replace traditional smoke stoves. It is in the traditional smoke stove market. Outside provides a variety of options.
Industry development still needs to add "energy"As mentioned above, although the dividends of the integrated stove market are gradually released, in view of the small market size and low consumer awareness, the integrated stove market still has a long way to go to truly develop and grow.
Shuaikang said that on the one hand, the current integrated stove companies are implementing the GB16410 household gas appliance standard and the GB4706.1 safety standard for household and similar electrical appliances. There is no direct exclusive standard for the product. It can be said that the standard setting of integrated stove products is very demanding. urgent. On the other hand, the integrated stove industry needs to introduce big brands and introduce more resources, so as to improve the overall standards and level of the industry in terms of design, R&D, production, manufacturing, service, and sales, and jointly expand the integrated stove market.
Regarding the entry of traditional home appliance giants, Yang Bing said that Shuaikang welcomes home appliance companies such as Midea, Haier, and other kitchen appliance companies to enter the integrated stove industry together. This is not only a shop in Duoxing City, but more importantly, a combination of brand companies. , Can promote the improvement of the supply chain of integrated stoves, promote the formulation and improvement of integrated stove standards, and allow users to obtain high-quality products of consistent quality.
In addition, some industry insiders pointed out that the current channel layouts of mainstream companies in the integrated stove industry are mostly concentrated in the third and fourth-tier markets and the traditional home building materials market, which has certain limitations. In the future, while actively expanding the first- and second-tier markets, we should continue to increase diversified efforts to form omni-channel coverage in online, offline, KA, building materials, distribution, specialty stores, cabinets and other fields.
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