The hottest kitchen electricity market ushers in t

Kitchen electricity market ushers in the era of reshuffle "lie earn" and disappears

recently, the heads of kitchen electricity industry, such as electrical appliances and vatti, have released semi annual reports. Judging from the semi annual report cards handed over by leading enterprises, the overall environment of the kitchen electricity market this year has been very different from that of previous years, and 2018 will become an important turning point in the market

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(picture from the Internet)

the general trend of the industry is downward, and the growth of kitchen power enterprises is slowing down.

boss appliances recently released its performance report for the first half of 2018. Data show that in the first half of this year, the company achieved a revenue of 3.497 billion yuan, an increase of 9.35% year-on-year; The net profit attributable to the owners of the parent company was 660million yuan, an increase of 10.47% year-on-year

in the same period last year, the revenue growth rate of boss appliance was 21.1% and the net profit growth rate was 21.08%. In contrast, the growth rate of boss appliance in the first half of this year was significantly reduced

in terms of segmented products, the operating revenue of range hood machine was 1.905 billion yuan, with a year-on-year increase of 8.24%, which is still the most important core product of boss appliance, and its revenue accounted for 54.49%. The operating revenue of steam ovens, ovens, dishwashers and water purifiers was 129 million yuan, 102 million yuan, 51 million yuan and 45 million yuan respectively. The year-on-year growth rates of these four electrical protection devices and new medical delivery devices were 53.46%, 33.4%, 83.77% and 197.69% respectively

it is worth noting that due to the growth of sales and the good collection of funds from various channels, the net cash flow from the operating activities of boss appliances reached 1.122 billion yuan, an increase of 60.52% year-on-year

with the same cash flow, vatti may not be so happy. Vatti's net operating cash flow in the second quarter was -2.067 million yuan, compared with 180million yuan in the same period last year. Vatti's operating cash flow fell, mainly due to the company's accounts receivable of 1.09 billion yuan at the end of June this year, up 59.5% from the end of the first quarter. Vatti said that the tight cash flow was due to the increase of vatti's monthly customer sales and the change of customer settlement mode

in the second quarter of this year, vatti achieved a revenue of 1.75 billion yuan, an increase of 13% year-on-year; The net profit was 230million yuan, an increase of 43% year-on-year. Revenue growth slowed compared with the first quarter. However, if from the perspective of half a year, vantage, which has been popular in the world cup marketing, but has encountered the storm of dealers running away and the refund of the championship package, has performed fairly well. The financial report shows that in the first half of the year, the company achieved a revenue of 3.17 billion yuan, an increase of 17% year-on-year; The net profit was 340million yuan in the past two years, an increase of 45% year-on-year

the era of extensive growth of "anyone can make money" is gone forever.

vatti is not the only one whose growth rate has slowed down. In the first half of this year, the kitchen electrical industry witnessed its first negative growth in recent years, and the sales volume of the market has declined

the tensile strength of Austria is 80MPa. According to the market statistics of Weiyun, the retail sales of kitchen appliances in the first half of 2018 was 311 yuan, a year-on-year decrease of 1.6%. Among them, the retail volume of range hoods was 18.72 billion yuan, a year-on-year decrease of 3.0%, and the retail volume was 12.807 million units, a year-on-year decrease of 3.4%; The retail volume of gas stoves was 10billion yuan, a slight increase of 0.9% year-on-year, and the retail volume was 15.002 million units, a year-on-year increase of 1.7%; The retail sales of disinfection cabinets was 2.38 billion yuan, a year-on-year decrease of 1.3%, and the retail sales was 2.658 million units, a year-on-year decrease of 1.0%

affected by this comprehensive factor, in the first half of the year, the collapse of the kitchen electricity industry occurred again, and there was no core competitiveness. Marginal enterprises, famous brands, workshop enterprises and some small brands withdrew from the industry. With the sluggish growth of the end market, the inventory of agents remains high, and the commercial inventory of the whole industry is on the high side

some famous brands are changing their sales strategies to "save themselves". According to the source, Fangtai has recently established the Fangtai kitchen appliance national home decoration business department, which, on the basis of the original "retail/Engineering/e-commerce" system, separates the "real estate hardbound and other businesses" originally attributed to engineering from the "Internet home decoration and other businesses" attributed to e-commerce, and merges them into a new department

looking at the performance of the kitchen electricity market in the first half of the year, Liang Zhenpeng, an analyst in the household appliance industry, believes that since March 2017, multiple rounds of real estate regulation and control policies of the central and local governments have been transmitted to the kitchen electricity market based on incremental demand, resulting in a bottleneck period for the overall development of the industry, and the brutal growth trend of the market has begun to cool down

market concentration will accelerate

in recent years, the kitchen appliance industry has been regarded as a rare fully competitive and profitable sector in the field of household appliances. Both the industry and the outside world believe that there is no real giant in the kitchen electricity industry. But now, the situation is turning around, and this year has become a turning point in the development of the kitchen electricity market

it is noted that in the first half of the year, the leading enterprises in the market took frequent actions to expand new growth points. The boss electrical appliances entered the integrated stove, Fangtai established an independent home decoration Department, and Midea optimized and adjusted the kitchen electrical appliances and water heater business department again, which seems to indicate that the leading enterprises that originally focused on the research and development of traditional or emerging products are beginning to fight a combination of blows. In other corners of the market, small enterprises are "overwhelmed", with serious business problems, and even "disappear" on the historical stage

some insiders pointed out that after taking the market share advantage of the first and second tier cities, the leading enterprises are expanding to the third and fourth tier cities, which is already a trend, squeezing the living space of small enterprises with poor strength

"a few leading enterprises, such as Fangtai, have done well in the first and second tier cities, but the layout in the third and fourth tier cities is almost blank. This is actually a worry, which will affect their future scale development and even make them fall behind in the competition with similar enterprises. Therefore, the sinking of leading enterprises will be a trend in the future, and enterprises that only produce medium and low-end products will be more difficult to survive." The person said

according to the data, the average household electrical appliances per capita in China is 7.5.5, which is far lower than that in developed countries. Therefore, in the long run, there is still much room for growth in the kitchen electrical appliances industry. However, the kitchen electrical appliances market, which has enjoyed dividends for seven or eight years, has begun to shuffle