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Mobile WebSiteThe kitchen electric appliance market has always been regarded as a new profit highland for the household appliance industry. After undergoing a trend of high growth over the past year, the pace of the rapid growth of the kitchen electric appliance market this year seems to have started to slow down and gradually entered a gear shift period. Under this development background, how can kitchen and electric companies cope with the market pressure brought about by the shift period and how can new opportunities be created?
Market growth in the first half of the year
Entering into 2018, the industry has a very high expectation for the performance of the kitchen electricity market for the whole year, but from the latest data in the first quarter of 2018, people can't help but disappoint. According to the total data, total retail sales in the large home appliance market in the first quarter of 2018 were 12.8 billion yuan, down 6.1% year-on-year; retail sales were 13.669 million, down 3.3% year-on-year, and the total amount fell. In the offline market, the retail sales of traditional kitchen electric range hoods, gas stoves, and sterilizers were -16.7%, -7.5%, and -11.9% year-on-year respectively.
This is the first time in the first quarter of the kitchen and electric market in recent years, the cold weather, mainly due to the cooling of the real estate market lag, the post-peak season delay caused by the Spring Festival dislocation, and other factors, especially the real estate policy has a very profound impact. Since mid-to-late March, the concept of "houses are used to live, not used for speculation" has become popular. As a result, more than 10 cities across the country have issued control policies including restrictions on purchases, restrictions on sales, and shakes and first-order purchases.
Just in the first quarter of this year, the growth of the kitchen power market also demonstrated the growth energy of the 3rd and 4th markets. In the first quarter, areas with a relatively high penetration rate such as Beijing-Tianjin-Hebei, Jiangsu, Zhejiang and Shanghai have become the worst-hit areas in the year-on-year decline, while the low-line market still has a relatively low penetration rate, and the year-on-year growth rate is relatively large relative to the primary and secondary markets. The advantages. With the continued guidance of national policies such as urbanization strategy, urban agglomeration strategy, featured town strategy, and village rejuvenation strategy, the kitchen power market in the 3rd and 4th level will gradually reach the fast track of development and become the main factor driving the continuous growth of the industry in the future.
Second, high-end upgrades are breakthroughs.
In addition to expanding new markets, high-end upgrades through its own product structure can also stimulate high-end user groups, resulting in greater profitability. Looking at the data available, from 2008 to 2017, the per capita disposable income of Chinese urban residents gradually increased, with a compound annual growth rate of 10%. Residents’ income has increased rapidly. Consumers are more confident in their own consumption. In particular, last year, consumers’ confidence index reached 113, which is the highest level in ten years, and the trend of consumption upgrade has become more prominent.
