Analysis of the positive factors and future direction of the development of the kitchen appliance industry

Foodjx Guide: On the basis of intelligence, home appliances will pay more attention to the concept of health. For example, sterilization, formaldehyde removal and other functions to meet our individual needs. With the advancement of technology, health is not only a simple concept of propaganda, but some practical standards have been or are being introduced.

Recently, Boss Electric announced the third quarterly report for 2013. The report shows that the third quarter revenue of Boss Electric Appliances increased by 44% year-on-year, and the growth rate was significantly better than the previous two quarters, which greatly exceeded expectations. In particular, the e-commerce channel, revenue growth in the first three quarters nearly doubled.

At present, the Chinese kitchen appliance industry is in a fast-growing rising channel, and an unprecedented pioneering spirit is spurring the industry. At a recent meeting, Mao Zhongqun, chairman and president of Fangtai Group, "continuously carried out the kitchen revolution to the end, constantly denying himself and surpassing himself" made the participants widely resonate and became the positive attitude of Chinese kitchen appliances. A portrayal of it. This "creative spirit" has brought strong competitiveness to Chinese kitchen appliances.

Today, benefiting from the general trend of increasing urbanization rate, housing improvement and consumption upgrading, the high-end kitchen electricity market representing high-quality life continues to heat up in China. According to the data of the kitchen appliance industry released by the market research company in the first half of the year, the overall market size of water heaters, range hoods and gas stoves reached 38.2 billion yuan in January-May 2013, an increase of 22.1% over the previous year, which was higher than the average growth rate of the home appliance market.

Faced with this unprecedented historical opportunity, Chinese kitchen appliances companies need to abandon the traditional "chasing sales and profits" competition model, return to the consumer's origin, and strive to discover and meet new demands in high-quality life, and adjust the development focus to technological innovation. on. Every unmet new demand corresponds to a market without competition. A good strategy is to leave the competition, go beyond competition, and go to the blue ocean.

In response to this phenomenon, Xu Dongsheng, secretary general of the China Household Electrical Appliances Association, commented: "Many companies have already felt the urgency and business opportunities brought about by the energy crisis, recognizing that consumers attach importance to product health, energy conservation and environmental protection in the process of selecting products. In order to break through the technical bottleneck, we have invested a lot of energy."

The industry analyzes the positive factors for the development of the kitchen appliance industry:

Policy factors: 12th Five-Year Plan to expand domestic demand and drive the development of home appliances

Li Keqiang said at the opening ceremony of the China High-Level Development Forum on March 20 that the "Twelfth Five-Year Plan" achieved two synchronizations, that is, the simultaneous increase in income growth and economic development, and the increase in labor compensation and labor productivity. And one of the four aspects of expanding consumption policy during the “Twelfth Five-Year Plan” period is to cultivate rural household appliances, automobiles, motorcycles, and agricultural production materials and building materials consumption hotspots. Promote the consumption power of consumers, thus driving the booming of the home appliance market.

Market factors: the acceleration of urbanization process indirectly promotes the growth of demand for kitchen appliances
In 2009, China's urbanization rate reached 46.6%. It is expected that in the next few years, China will have a turning point in urban permanent population over rural population. By 2015, China's urbanization rate will exceed 51%. Urbanization has promoted the vigorous development of real estate. During the "Twelfth Five-Year Plan" period, 36 million sets of new affordable housing will be built nationwide, which will drive the development of the kitchen appliance industry.

Consumption factors: optimistic consumer demand and changes in consumer attitudes
The optimistic consumption demand is as follows: the number of newly-married people registered in 2010 reached 12.05 million pairs, an increase of 5% compared with 2009, and the number of newly-married people registered in 2005 increased by 3.82 million pairs. The newly-increased newly-populated population is a stable demand for kitchen appliances. Increase points. The second consumer has the need for renewal. The "Detailed Rules for the Safe Use of Household Appliances" promulgated in 2009 stipulates that the life of the hood is about eight years. The national statistical yearbook shows that nearly 60 households in China's cities and towns have hoods around 2002. Taiwan, which indicates that more than half of the products in the town have entered the renewal period. The three markets have low saturation. According to the 2009 National Statistical Yearbook, the hood is about 70% popular in China's cities, and the new demand is about 2% per year. In the rural market, about 10%, new demand every year. About 5%.

With the 1980s becoming the main consumer, the consumption characteristics are changing. After 80s, the group consumption concept is avant-garde and the purchasing power is relatively strong. The pursuit of individuality is a common feature of this group. The consumption characteristics are: young, brand, quality, and high acceptance of new kitchen and bathroom products.

Consumption, market and policy factors provide favorable market conditions for the development of hoods objectively and subjectively, and there is huge room for market growth. From 2011 to July this year, compared with traditional household appliances, the retail sales of range hoods and gas stoves increased at a higher rate year-on-year. The range hood accounted for 1.8% of the total retail sales of the home appliance market, a year-on-year increase of 9.4%. Gas stoves accounted for 1.2% of the total retail sales in the market, a year-on-year increase of 10.4%. Compared with the 8.4%, 5.3%, and 1.8% retail sales of washing machines, color TVs, and refrigerators, the year-on-year growth rate of gas stoves and range hoods has surpassed that of traditional home appliances.

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