Beijing Zhongyikang Times Market Research Co., Ltd. released a market report on smoking machines, gas stoves and disinfection cabinets. The data shows that this year's outbreak market for smoking machines, gas stoves and disinfection cabinets was relatively unbearable.
The following is the full report:
According to Zhongyikang retail monitoring, the retail sales of tobacco stove consumption products were -9.6%, -8.3%, and -12.5%, respectively, and online retail sales increased by 9.7%, 3.5%, and -15.2%, respectively. The increase in the volume of product retail sales is even lower. From the point of view of sub-products, the highest growth rate is no more than 10%, and more is a negative growth of about 10% below the line. Overall, the May 1 market performance was based on the first quarter, and the growth situation further deteriorated.
The reason can be seen from the logic of the development of chefs. Take the range hood as an example, the current market capacity is about 18 million units a year. According to Zhong Yikang, the new demand accounts for roughly 65%, and the remaining 35% is replacement demand. In other words, the current kitchen appliance market is still the main driver.
Adding new demand to the upstream market, roughly corresponding to the existing home sales in real estate sales, and not the current existing home sales, but the past six months to one year of existing home sales. According to the data released by the National Bureau of Statistics, the sales area of ​​existing homes in 2017 fell by 2.2% year-on-year. In the past, the sales area of ​​existing homes in 2015 and 2016 increased by more than 20%, while the sales of existing homes in the first quarter of 2017 remained 14.7%, sales to the whole year have become negative growth, showing that the sales data of existing homes in the second and third quarters of 2017 is even worse. That is to say, with the introduction of the purchase restriction policies of various regions starting in April in 2017, it has indeed suppressed the sales of existing homes. Now this situation has gradually been transmitted to the kitchen appliance market.
Of course, the kitchen electricity market is not a decline in national consistency, but a regional differentiation. From the next week's retail monitoring data of Zhongyikang Line, the performance of the range hoods in the provincial market during the May 1st period is concentrated in the central and western regions such as Inner Mongolia, Hunan, Hubei, Shaanxi, Guizhou and Chongqing. The regional, especially the third- and fourth-tier markets in these regions have a higher growth rate, while the first-tier cities such as Beijing and Shanghai experienced large negative growth.
In addition, the overall size of the market has turned sharply and cannot hide the structural upgrades within the industry.
In the range hood market, the double-line share of the large-volume air volume market (exhaust air volume ≥17m3/min) has increased by more than 60%, and the 19+ share of the subdivided air volume market has increased significantly; The market share of the pressure market (maximum static pressure ≥400pa) reached 21%, and the online increase was more obvious. At the same time, the offline wind pressure 700+ market share reached nearly 10%; and the automatic cleaning market double line share was 20 %about. In the smart direction, the output of the range hood products with screens reached 5.1%, up 1.9% over the same period, and the online proportion was still relatively small at 0.4%. The other is intelligent voice control, offline market. The share was 0.4%, which was 0.2% higher than the same period. The market participation brand, in addition to the previous Vantage, now has Yunmi and the boss.
In the gas stove market, the products are developing in the direction of large firepower, high energy efficiency and high value. The large firepower market (heat load ≥4.5kw) has an increase in offline/online share, reaching 16.5%, 11,0%, mainly driven by 4.5kw and 5.0kw products; energy efficiency, first-class energy efficiency products The market under the specific gravity reached 58.9%, up nearly 5% compared with the same period, the online share reached 34%, up nearly 16%, and the market segment thermal efficiency increased by more than 70%, especially in the offline market. Up to 6.2%; in terms of panel material, the proportion of tempered glass material with convenient appearance and convenience is continuously improved, reaching 71.2% offline and 82.6% higher online; there is also a safe market segment to prevent dry burning. Mainly Haier is pushing, and the United States is also entering, and the two-line market share is more than 1%.
In the disinfection cabinet market, the offline share of embedded products increased to 87.9%, and the online embedded has a certain reduction of 56.7%. At the same time, the embedded product double-line market is still dominated by 100L products, but the products with different lines are highlighted. For example, the offline 115L share reached 4.7%, and the online 90L market share increased by 7% to 31.5%.
The upgrading of the internal product structure of the above markets is also promoting structural changes at different prices. It is reflected in the change in the average price at the sales end, and the double-line prices of the smoke stoves have different growth rates, especially the average price of the offline market. 5%, due to the impact of competition and growth pressure on the online, the increase is within 1%.
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