Turning over the history of the kitchen appliance industry over the past decade, we can easily see that the industry has ushered in nearly 40% of its rapid growth and has experienced 3% weak growth. Although there are twists and turns in the middle, we have seen China. The kitchen appliance industry has grown steadily. However, in the first half of 2018, the traditional kitchen appliance industry (referring to the smoke stove) experienced negative growth for the first time.
Avi Cloud (AVC) omni-channel data shows that the retail sales of kitchen appliances in the first half of 2018 was 311 yuan, down 1.6% year-on-year. Among them, the retail sales of range hoods was 18.72 billion yuan, down 3.0% year-on-year, the retail volume was 12.807 million units, down 3.4% year-on-year; the retail sales of gas stoves was 10 billion yuan, up 0.9% year-on-year, and the retail volume was 1500.2. Wantai, a year-on-year increase of 1.7%; disinfection cabinet retail sales of 2.38 billion yuan, down 1.3% year-on-year, retail sales of 2.658 million units, down 1.0% year-on-year.
The decline in the first performance of the kitchen appliance industry has also led to constant discussion throughout the industry: Some people believe that the traditional kitchen appliance industry has already bid farewell to the era of medium and high-speed growth, and will follow the development track of the home appliance industry such as air conditioners and color TVs in the future. Others believe that China has a wide geographical area and diverse consumer demand. Especially in the fourth and fifth grade markets, the market share of traditional kitchen appliances is very low. Therefore, the decline in performance in the first half of this year is likely to be only temporarily adjusted. The industry will continue to maintain steady growth.
Let's put aside these two arguments for the time being. Let us start with the factors affecting the development of the kitchen appliance industry and discuss what happened to the entire kitchen appliance industry in the past six months.
From the macro environment, the continuous regulation of the real estate market, international trade friction, appreciation of the renminbi... The volatility and uncertainty of the macro environment have put tremendous pressure on the development of the entire home appliance market. In particular, the regulation and control of the real estate market has increased the number of supporting industries related to this, and the kitchen and electric industry is the first to bear the brunt.
From the perspective of the internal environment, the introduction and implementation of the fine decoration and full decoration policies are changing the existing circulation business. From the perspective of the entire circulation, the interception of fine decoration and full decoration is obvious. At the same time, with the rise of Internet home improvement and full decoration brands, the building materials properties of kitchen and bathroom products have significantly increased, and once again formed a cut-off. This directly led to the decline in the retail channel of the terminal. On the other hand, with the rise and rapid development of integrated stoves, it has also impacted the traditional kitchen appliances.
Under the combined influence of internal and external factors, the kitchen appliance industry suffered from Waterloo in the first half of 2018.
From the perspective of the macro environment, the rise and fall of the real estate market has the greatest impact on the entire kitchen appliance industry. From the current policy trend, the loosening of policies cannot be seen in a short period of time. From the perspective of the cumulative growth of commercial housing and the completion of the completed area, after a year of decline, from March 2018, the completed area of ​​residential commercial housing and the newly started construction area began to grow steadily, and also provided for the kitchen appliance industry. Stable new demand.
From the perspective of the internal environment of the kitchen appliance industry, on the one hand, in a short period of time, the promotion of fine decoration and full decoration policy only changed the existing circulation business of the kitchen appliance industry, and did not reduce the shipment of kitchen appliances. This is also a phenomenon encountered by many mainstream brands in the first half of 2018. The growth of terminal retail channels slowed down or even negatively, while the engineering channels experienced explosive growth. On the other hand, while engineering channels change the distribution channels, they also have other impacts on the entire kitchen appliance industry, such as quality and price. From the feedback information, the products used in the engineering channels are mostly low-quality and low-priced products. Not only affects the brand's reputation, but also is not conducive to the healthy development of the entire industry.
From the trend of the number of households in the range hood, the number of households in the town hood has increased from 66.1 in 2013 to 71.5 in 2016. The number of household hoods has increased from 12.4 in 2013 to 2016. 18.4 units. From the perspective of the urban market, the future replacement demand will be the main growth point. In the rural market, due to residential conditions and supporting facilities, the popularity of kitchen appliances is still low, but with the promotion of national urbanization policies, rural areas The popularity rate will gradually increase and will become an important driving force for the sustainable development of the kitchen power industry.
On the whole, the traditional kitchen appliance industry is still likely to maintain steady growth in the future, but it is clear that the growth rate will slow down. From the development trend of the entire kitchen power industry, driven by the consumption upgrade, the new kitchen appliances, dishwashers, embedded microwave ovens, electric steamers, and electric ovens will replace traditional kitchen electric hoods, gas stoves, and disinfection cabinets. The industry's new growth engine.
Therefore, we should be soberly aware that the current kitchen appliance industry is in the stage of “low growth and high quality demandâ€. For enterprises, only continuous product innovation, technological innovation, brand building and channel construction are likely to form differentiated advantages in the future competition, so that enterprises can continue to develop.
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