The differentiation of the kitchen electricity market has intensified the domestic brands have the upper hand

In the past few days, the autumn wind has started and the weather has cooled. When visiting the appliance store in Zhengzhou, the reporter found that Suning, Gome and other home appliance stores have already started the “season change” wind. Summer products such as electric fans and air conditioners have gradually faded out of the market. Instead, home appliances such as water heaters and washing machines have begun to “get out of the limelight”. .

“For consumers, October is undoubtedly the best time to buy kitchen appliances this year.” Wang Yong, general manager of Henan Yongle, said that the technology and types of kitchen appliances in the market are also increasing, how consumers choose The kitchen electric that is most suitable for your own kitchen needs to do some homework first, and understand the characteristics of various kitchen appliances. Only in this way can you achieve the "thought-out".

“From the end of last month, as the weather turned cold, the biggest change in the home appliance industry was the sales of water heaters and washing machines.” Yesterday, Henan Suning general manager Qian Chengjian said that the water heater is a seasonal product, before the National Day. The sales volume is very small and basically nobody cares. But as the weather gets colder, the water heater is getting better.

"In the recent period, we can sell 30 water heaters per day on average, and there is an increasing trend from now on." An electrical sales manager told reporters that the current curtain of water heater sales has just been opened, I believe the next demand Will gradually increase.

There are currently two types of water heaters on the market, namely gas water heaters and electric water heaters. An obvious change this year is that the relatively high-end water heaters have begun to be welcomed by the citizens of Zhengzhou. In a facade shop of Gome, the staff said: "The general water storage type electric water heater takes 20 minutes to half an hour to warm up, but the water heater is hot water as the name suggests." The size of the water heater is very small, but the price is not cheap, the most expensive is even more than 8,000 yuan, the cheapest is more than 2,000 yuan. Although the price is expensive, the current sales of water heaters in Zhengzhou are quite good.

In contrast, the price of water storage water heaters that are also electric water heaters is quite different, and the price ranges from 1,000 yuan to more than 2,000 yuan. However, the mainstream of the market is still the traditional gas water heater. According to many stores, nearly 60% of water heater sales are from gas water heaters.

Autumn market weather turned cold water heater sales increased sharply

Affected by the property market, this year's kitchen electricity market may not be as good as before. According to the monitoring data of Zhongyikang, from January to April this year, the growth rate of major kitchen appliances such as range hoods, gas stoves and water heaters showed different degrees of decline. The retail volume and retail sales of the range hoods decreased by 8.13% and 3.17% respectively, and the retail volume and retail sales of gas stoves decreased by 7.71% and 4.23% respectively. Despite the poor overall market performance, the four-tier market is becoming an important engine to boost market volume.

From August to October, autumn is the peak season for traditional kitchen appliances sales. However, from the past eleven years, the market has not given a positive response. The growth of home appliance purchases has slowed down. On the contrary, kitchen and bathroom products have Sales are on the rise. “This means that the number of new homes is decreasing, the purchase of sets is limited, and the market is supported by the need for old-for-new.” Zhang Zhao, director of sales at Henan Gome.

Shi Lanlan, executive vice chairman of China Hardware Association, believes that according to the popularity of hoods and stoves, if manufacturers can sink like the third- and fourth-tier markets, they may bring new growth. According to the monitoring data of Zhongyikang, from January to April this year, the amount of range hoods in the fourth-tier market increased by 2.79% and 16.14% respectively, and the amount of gas stoves increased by 2.50% and 9.69% respectively. It is understood that the current penetration rate of range hoods in China's cities is about 70%, and the new demand is about 2% per year. The rural market penetration rate is about 10%, and the annual new demand is about 5%. Big room for growth.

“In the overall decline of the kitchen appliance market, the market share of domestic kitchen appliances has risen accordingly. Taking the range hood as an example, among the top ten brand companies, only one foreign-invested company from Siemens is on the list, from January to April. The domestic and international brand retail market share accounted for 63.28% and 36.72% respectively.” Li Wei, editor-in-chief of the home grid, pointed out that the good momentum of domestic brands is inseparable from the core technology of Chinese enterprises in mastering kitchen appliances, and mastered the core of technology. Domestic kitchen appliances have an advantage in market share.

Market situation is weak, but domestic brands are dominant

Product innovation near-suction combines the advantages of European and Chinese hoods

Products must continue to carry out technological innovation to meet the needs of consumers. In the interview, the reporter often heard people complain about their kitchen appliances, and the reasons for the complaints were different. There were complaints about the old style, complaints about that the cooking fumes were not clean, complaints were difficult to clean, and complaints were loud. In this regard, Daliang Electric Henan Company Li Liang said that Chinese and European kitchen appliances have their own advantages and disadvantages, and the fire of the stoves also has a lot of rings, but the quality and technology of the regular brand range hoods are all through, as long as Consumers know the characteristics of various range hoods, know the meaning of each indicator, they can choose a hood, stove that is most suitable for their kitchen.

“Traditional European, Chinese and current near-suction styles have their own characteristics and are suitable for installation in different kitchens.” Li Weizhong, general manager of Wuxing Henan Company, said that the European style range hood has been beautiful since its birth. It has been welcomed, but because it has a relatively poor smoke effect, it is not suitable for frying families. However, the general European range hoods use soot separation to treat soot, and the noise is smaller than that of the Chinese model. It is more environmentally friendly. It is suitable for open kitchens that do not often cook or do not fry frequently. They are basically “ceiling type”. Easy to install.

"In reality, Chinese-style range hoods are still sought after by many families. This is because Chinese-style range hoods have better smoke-making effects, and Chinese-style range hoods often use high-power motors, and the suction is also very large. Chinese traditional cooking methods.” In the Yongle People’s Square store, the citizen Jia Yan said, “It is most suitable for Chinese traditional families who often fry and cook every day. Of course, it is necessary to sacrifice some beauty because Chinese smoke The block size of the machine is relatively large."

The near-suction range hood that appeared in the market in recent years can be said to neutralize the advantages of both. The so-called near-suction range hood is also called side suction type, and the West has a prototype in the 20th century. The near-suction range hood is close to the soot and the area of ​​the range is large. Therefore, the effect of the range hood is better than that of the European style, and it is more beautiful than the Chinese style. It is now the choice of many consumers. Qian Chengjian reminded: "The near-suction range hood has certain requirements for the cabinet when it is installed. It needs to be hidden in the cabinet and integrated with the cabinet. It does not occupy space. Therefore, different decoration styles and different cooking habits can be used. According to your own situation, choose a range hood that is more suitable for your own."

Channel trend

Kitchen and bathroom appliances are optimistic about the third and fourth grade market

At present, the competition in the home appliance industry is becoming more and more fierce, and the competition in the first-tier cities has become more and more white. In this context, many manufacturers have taken their sights to the faster-growing third- and fourth-tier cities. Luo Qingqi, an expert in home appliances, said: "In this period of the mature kitchen appliance industry, there are not many opportunities for brand development that can survive. Exploring the market potential with market potential and crowding out competitors will become an important way for brand sales growth. ."

The vast space contained in the market of the third and fourth grades may become the engine that drives the growth of home appliance sales. Zhongyikang data shows that in the first half of this year, the home appliance market showed a recovery trend, with a market size of 691.3 billion yuan, a year-on-year increase of 19.6%.

"The number of kitchen appliances in China is lower than that of household appliances in both urban and rural areas. With the increase in per capita income and the continuous improvement of urbanization in China, the demand for replacement of kitchen appliances market is dominant in the market. Li Wei said that although the sales volume and share of the kitchen appliance industry in the first half of this year have been improving, the market competition has intensified. The forward-looking brand enterprises have taken the lead in extending their reach to the third- and fourth-tier markets and stepping up their layout.

"Looking into the future, only by achieving a win-win situation among consumers, manufacturers and distributors can we truly occupy the market, and there will be three factors that will benefit the development of the kitchen appliance market in the future." Luo Qingqi said, "One is the current urbanization rate in China. Over 50%, such as the household registration population is only about 35%, far lower than the average level of developed countries; Second, with the continuous improvement of mass consumption capacity, household decoration, home appliance support and other consumer requirements are gradually improved, the function is more abundant, the appearance More fashionable, energy-saving and convenient diversified high-end kitchen and bathroom appliances will become the highlight of the market; third, a batch of new energy efficiency standards will be officially implemented in October, and the launch of the new policy will continue to promote the continuous improvement of energy-saving level in the kitchen appliance market and promote kitchen appliances. The industrial structure has been further upgraded."

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