The hottest kitchen enterprises' strategies have b

The strategy of various kitchen enterprises has been implemented, and the tide of reshuffle in the kitchen electricity industry has begun

Abstract: the industry pattern is constantly refreshing, brand competition is accelerating, and reshuffle is an inevitable form of eliminating the false and preserving the true in the industry. It is too early to judge which of the major development directions will be close to the future. Whether it is a professional kitchen appliance enterprise or a comprehensive kitchen appliance enterprise, the only way out is to constantly drive innovation with user needs. The premise of high-end is to be close to life. The birth of kitchen appliances comes from the most authentic life experience and scenes

following the release of strategies by various kitchen enterprises, the industry pattern is constantly refreshing, and brand competition is accelerating. At present, in the field of kitchen appliances, professional kitchen appliances enterprises and comprehensive kitchen appliances enterprises are forming a confrontation pattern. Shuffling is an inevitable form of eliminating the false and preserving the true in the industry

last week, kitchen appliances market activities were frequent, and each held a press conference on the same day, which was jokingly called "press conference crash" by the industry. Recently, the boss and vatti held brand strategy conferences in Beijing and Shanghai respectively. Following the chef's electricity strategy in March, Haier released its world's first IOT complete set of kitchen electricity strategy with the help of the Qingdao electricity Expo. It is understood that on August 16, Fontaine took the lead in holding the annual new product launch, and the industry believes that the kitchen electricity pattern of three pillars has begun to be established

however, when the kitchen appliance industry, as a profit highland, experienced a dominant position in the overall household appliance market in the first half of the year, under the many negative external environments such as the cooling of the property market, the rise in the price of raw materials, and the appreciation of the RMB, the fact that the growth rate slowed down cannot be concealed. It is understood that it is not difficult to see from the financial reports of front-line and sub categories that the comprehensive gross profit margin of most kitchen power enterprises has declined. Although the decline in gross profit margin is attributed to external factors, it is also a wake-up call for the interior of kitchen appliances. Chinese traditional kitchen appliances and cooking scenes are facing "collapse", and brand competition continues to heat up

at their respective press conferences, the common message of the boss and vantage to the outside world is that while consolidating the original advantageous markets such as range hoods and gas stoves, vantage has begun to make efforts to the rear kitchen market such as dishwashers, and vantage has also been involved in "Pan kitchen electricity" with its combustion technology for many years. It is understood that more than a dozen of our key equipment have entered the Chinese market, and now we have begun to make some single machine test runs. The popularity of dishwashers in Chinese families for years is less than 1%. The introduction of new products into the consumer market is a long cultivation process, but at present, consumers are more and more receptive to kitchen appliances, and their imagination of kitchen cooking scenes is no longer lacking

insiders believe that the kitchen electrical industry has been divided into two camps, professional kitchen electrical enterprises and integrated household appliance enterprises. The kitchen electricity industry is a high gross profit field. Among the capital of many cross-border kitchen electricity markets, the last thing professional kitchen electricity enterprises want to see is foaming foam particles. That is, the comprehensive white electricity giants, mainly Haier and Midea, are concentrating on attacking and seizing the kitchen electricity market. As we all know, the kitchen appliance industry is the most decentralized field in the whole household appliance industry. Among the two vertical, deep-rooted, small and beautiful professional kitchen appliance first-line brands, the market share of the boss and the founder is less than 20%. Low concentration leads to extremely unstable market pattern, which is easy to be eaten by intruders. At present, in the field of kitchen appliances, professional kitchen appliances enterprises and comprehensive kitchen appliances enterprises are forming a confrontation pattern

comprehensive giants, mainly Haier and Midea, compete with small and professional kitchen electrical leaders with large and comprehensive scale advantages, and put forward the concept of "kitchen electrical". At present, Haier has actively integrated global resources and cooperated with its six brands to complete the redefinition of the global kitchen electricity market pattern

industry insiders believe that kitchen appliances are a dynamic concept, and owning cigarettes and stoves is not enough to be called a "real kitchen appliance enterprise". Industry leaders do not win with the leadership of a single product, and kitchen appliances with a single and small pattern can be easily surpassed by comprehensive household appliance enterprises. Haier has contracted the routes of the above three brands. Relying on its advantages of global integration, Haier has launched five brands of multi category smart kitchen sets, including Ge appliances American professional kitchen, casardi art kitchen, Fisher Paykel social kitchen, Haier smart kitchen, and commander-in-chief fashion kitchen. It has gathered the strengths of many families to customize kitchen solutions for global users

as a result of such analysis, the whole kitchen appliance market seems to be divided up by GE appliances, Casati, Fisher & Paykel, commander in chief and Haier in Haier's ambition. However, at present, Haier's "ambition" still needs to be cultivated by the market, and in the current house type, Chinese cooking is still unable to accept the complete set of kitchen appliances for a while

other analysts do not think that the leaders in the segment market can be easily surpassed by the comprehensive household appliance giants, and the complete set of kitchen appliances is difficult to accept in the general consumer market, and the degree is not ideal. The opponents of the comprehensive household appliance giants involved in kitchen appliances are not kitchen appliances enterprises now, but depend on the recognition of consumers. Judging from the current situation, even if Haier, Midea, etc. make efforts in the field of kitchen appliances, they enter more in the role of high-end. Complete sets of household appliances are not close to ordinary consumers, while daily kitchen appliances such as smoke stoves have formed brand awareness, and consumers have an obvious tendency to choose when buying. From the data point of view, the concentration of retail sales of top 10 brands of range hoods, gas stoves and disinfection cabinets has further increased, and the kitchen electrical industry is forming a "tripartite confrontation" pattern of bosses, Fangtai and vantage

just from the content of the press conference of the above three enterprises, each advocates a different direction of development. With the gradual maturity of the kitchen electricity market, the raw material industry in Liaoning Province with different grades and magnitude brands will initially realize the transformation and upgrading of industrial structure and the optimization of industrial layout. The classification of the field is also increasingly apparent. The first-line and second-line brands begin to sort. The main force of the kitchen electricity market is still the traditional professional kitchen electricity camp, but the traditional Chinese cooking scene has reached the point where it needs to be changed in order not to fall behind the needs of the times

industry experts said to household appliances that it is not necessarily a bad thing to accumulate multiple forces in the field of kitchen appliances. With the differentiation of the market pattern, the return of all echelons, the higher the maturity of the industry, the stronger the brand concentration, the more stable the market pattern will be. Some fake brands will also be shuffled and eliminated, while the remaining two factions are professional and comprehensive. The latest data shows that as of 2016, the number of brands on sale in the domestic kitchen electricity market has reached 577. This figure is likely to plunge

according to the offline monitoring data of the kitchen electrical industry, in the first half of 2017, the market share of the top10 brands in the range hood category was 88.4%, with a year-on-year increase of 1.6%, and the number of brands in the range hood category decreased by 3% in the same period; The market share of TOP10 brands in the category of gas stoves was 86.8%, with a year-on-year increase of 1.9%, and the number of gas stoves brands decreased by 8% in the same period; The market share of TOP10 brands in disinfection cabinet category was 91.6%, which increased by 2.4% compared with the load coordinate of X axis, and the number of disinfection cabinet brands decreased by 12% in the same period

the industry pattern is constantly refreshing, brand competition is accelerating, and shuffling is an inevitable form of eliminating the false and preserving the true. It is too early to judge which of the major development directions will be close to the future. Whether it is a professional kitchen appliance enterprise or a comprehensive kitchen appliance enterprise, the only way out is to constantly drive innovation with user needs. The premise of high-end is to be close to life. The birth of kitchen appliances comes from the most authentic life experience and scenes

with the implementation of each family's strategy, the kitchen electricity market also began to change. Industry insiders believe that behind the prosperity of the kitchen electricity market is the performance of fierce competition. The reshuffle tide has started, but whether the direction is consistent or not, the future of kitchen electricity will eventually move from "different ways do not work together" to a narrow and long road to the same destination