After more than ten years of market cultivation, the integrated stove ushered in a market outbreak in 2017, and blush became one of the most eye-catching sub-categories of the kitchen appliance industry in China. This market segment has broken through the sub-billion segment of the kitchen appliance industry and is attracting more and more players.
Recently, the Chinese integrated stove industry research group jointly organized by China Hardware Products Association and Zhongyikang Times came to Zhejiang Yinzhou, Haining, Yuyao and other places to conduct research on the leading enterprises in China's integrated stove industry. Along with the increase in market acceptance, the integrated stove industry's territory has expanded rapidly, and the addition of new forces such as home appliance giants and professional kitchen appliances companies has enabled the integrated stove industry to usher in a competitive landscape.
The fire of the stars has gradually become the trend of the original
Although the integrated stove has only gradually emerged in recent years, its development history has been 15 years. As early as 2003, Mei Da, located in Haining, Zhejiang, developed China's first integrated stove. The emergence of integrated stoves not only opened up a new category of kitchen appliances, but also formed a tens of billions of scale industries in the future.
Due to the characteristics of its own product structure, the integrated stove has obvious advantages in the effect of oil absorption. Especially for families with small kitchen space, the integrated stove can integrate the functions of range hood, gas stove, disinfection cabinet, electric oven, electric steamer, dishwasher, locker, etc. Lots of kitchen space.
However, after the birth of the integrated stove, it did not quickly become popular in the market, but after a period of ups and downs of more than a decade. In the process of the visit, the person in charge of the integrated stove company mentioned that after the emergence of the integrated stove, the professional kitchen appliances and cabinet companies were not optimistic. Due to the lack of consumer awareness of integrated stoves, integrated stoves have been niche products for quite some time.
In fact, the market for integrated stoves in the early stage has been slow to develop, and it is not unrelated to the technology used in integrating stoves. The integrated stove originally designed by Midland used the ring suction lower row technology. Although the effect of the oil smoke is obvious, the safety performance of the product is questioned. Until the side suction and lower row technology introduced by Zhangzhou integrated stove enterprise gradually became the mainstream of the industry, the integrated stove slowly opened up the market. The first stock of the integrated stove was successfully listed in 2012, which made this category begin to enter the public eye, and also let the capital market begin to pay attention to this new kitchen electric segment.
In 2017, the integrated stove finally ushered in a market outbreak in China. According to Zhongyikang data, in 2017, the sales volume of integrated stoves in China reached 1.5 million units, and the sales scale exceeded 10 billion yuan.
Nowadays, the integrated stove industry in Zhejiang Yinzhou and Haining has initially achieved scale effect, and a number of influential brand enterprises have emerged. According to the statistics of the industrial associations in Zhangzhou and Haining, the number of integrated stove production enterprises in Chenzhou has approached 200 in 2017, and the industrial scale is about 8.5 billion yuan. The leading enterprises in the local integrated stove industry include Yitian, Shuaifeng and Senge. The number of Haining integrated stove enterprises is far less than that of Ganzhou, only 8 but the industrial scale has reached 2.5 billion yuan. There are not only the first integrated stove industry in China, but also the pioneers of integrated stoves. The rise of the integrated stove industry Nova Martians.
Due to the optimistic expectation of the development of integrated stove products and integrated kitchen power, Haier, Midea, TCL, Konka, Shuaikang and other home appliance giants all touched the integrated stove market. Oaks is also one of the integrated stove brands with more active market performance in 2018. At present, there are more than one hundred integrated brand brands on the Jingdong platform. Some insiders expect that the number of companies in the integrated stove industry has reached three or four hundred.
On July 18th, the kitchen electric appliance enterprise boss electric appliance and Jinzhou integrated stove production enterprise Jindi Electric reached a strategic cooperation, Boss Electric will strategically control Jindi Electric with a 51% shareholding ratio, officially layout the integrated stove market.
For a time, the integrated stove industry presented a scene of arrogance and competition. The fire of the integrated stove that once burned up in the United States has now formed the trend of the original.
Manufacturers channel Qifali integrated stove market staged "Chorus"
Since the second half of 2017, due to the transmission effect of the regulation of the real estate market, China's kitchen appliance industry has been tested. However, the performance of the integrated stove market is far better than the overall market of kitchen appliances, especially in the first half of this year, the integrated stove market still maintained a strong growth momentum.
During the visit, several mainstream integrated stove brands in the industry set a high growth target for the whole year of 2018: In 2017, Shuaifeng sold 150,000 integrated stoves with revenue of 700 million yuan, 2018. In the year, Shuaifeng’s goal is to achieve a revenue scale of 1 billion yuan and achieve a 50% year-on-year growth; Senge sells 100,000 integrated stoves in 2017, and the goal in 2018 is to achieve 50% growth, with sales reaching 150,000. Taiwan; in the first half of this year, Martian sales and profits have maintained a growth of more than 50%. In 2018, the goal set by the Martians was to achieve a 60% year-on-year increase.
In addition to integrated stoves, some integrated stove brands have integrated functions such as sinks, dishwashers, water purifiers, kitchen cabinets and lockers to develop integrated sink products, which are also considered integrated. An important growth point for the future of the stove industry.
In the view of Sun Weiyong, the chairman of Zhejiang Yitian Intelligent Kitchen Electric Co., Ltd., the flourishing development of integrated stoves is not only the consumption upgrade demand of the new era, but also the self-upgrading of the kitchen electric industry.
Some insiders are optimistic that in the next three to five years, the sales of integrated stoves will account for about 30% of China's kitchen electricity market.
Du Quan, vice president of Zhejiang Shuaikang Electric Co., Ltd. and deputy general manager of the integrated kitchen and electric company, said that the integrated stove is the future development trend of kitchen appliances, and it is also a new category of Shuaikang's key development. Shuaikang will adhere to the dual-engine drive strategy, let the integration of kitchen appliances and traditional kitchen appliances develop, and strive to create a new and handsome Kang through the integration of kitchen appliances within 3 years.
Yang Bing, deputy general manager of Zhejiang Shuaikang Integrated Kitchen Electric Company and general manager of kitchen electric marketing company, believes that the integrated stove does not jump out of the essential attributes of kitchen appliances, and the core functions are the functions of existing kitchen appliances. Shuaikang has 35 years of research and development history of kitchen appliances. As a veteran professional kitchen appliance company, it has quite a lot of technology precipitation, and the integrated stove is a multi-technology complex. Therefore, Shuaikang enters the integrated stove is technically advantageous. .
As the market for integrated stoves is heating up, strengthening consumer education and accelerating the market penetration of integrated stoves has become the consensus of mainstream companies in the industry. In the face of the lack of awareness of the integrated stove market, Yitian, Shuaifeng, Senge and other integrated stove companies through the recruitment of brand spokesperson, CCTV and local TV and various media for advertising and product science, titled high-speed rail and other marketing Initiatives to promote consumer integration of the stove.
In addition to the integrated stove production enterprises continue to promote the popularization of the integrated stove market, home appliance retailers have also noticed the growth trend of the integrated stove market, and began to increase the promotion of integrated stoves. According to Xia Weidong, director of kitchen electric power sales department of Jingdong Household Appliances Division, at present, Jingdong Home Appliances has set up an integrated stove operation team to increase the operation and promotion of this category.
In fact, e-commerce has become an important distribution channel for integrated stoves. Zhongyikang data shows that the retail volume and volume of the integrated stove online market in the first six months of this year reached 155,000 units and 950 million yuan respectively, up 97.7% and 138.3% respectively, especially in the past June. The monthly market size reached 450 million yuan, a year-on-year increase of 211%.
All along, the integrated stove industry generally adopts a highly flat channel mode from manufacturers to dealers. The mainstream channels are concentrated in the traditional home building materials market, so that not only dealers can enjoy better profits, but also avoid The intermediate channel price increase is passed on to the consumers.
On the whole, the current integrated stove sales are mainly concentrated in the second, third and fourth line markets, and the first-line market still needs to be pioneered. Due to the channel strategy generally adopted by the integrated stove industry, most of the integrated stove dealers are small in scale, and it is difficult for them to enter the home appliance chain stores that play an important role in the first-line market.
What makes the integrated stove enterprise happy is that the acceptance of integrated stoves by home appliance chain companies is gradually increasing. Zhong Chuanliang, deputy general manager of Zhejiang Meida Industrial Co., Ltd. clearly stated that the first and second tier cities will be the battlefield for the next US attack and attack. At present, the US-based integrated stove has entered the home appliance chain such as Gome and Suning. Yang Bing revealed that Shuaikang has reached an agreement with Gome, Suning and other home appliance chains, and its integrated stove has entered 150 Gome and Suning stores.
Under the joint promotion of production companies and channel partners, the integrated stove is getting rid of the label of niche products and ushering in a new stage of development.
Ambitious expansion and preparation for the integrated stove market
Right now, several mainstream companies in the integrated stove industry are opening a round of “expanding and preparing for war†competition. In order to further occupy the market, various companies have taken the land to build factories and expand production capacity.
At the end of June this year, Yitian's total investment of 2.18 billion yuan of intelligent environmental protection integrated stove construction project broke ground. The total land use of the project is 660 mu, of which the first phase is 250 mu. After the project is completed, it will have an annual output of 1.2 million sets. The production capacity of intelligent and environmentally friendly integrated stoves.
Up to now, Shuaifeng has owned three modern integrated stove production bases, of which the second largest plant area of ​​Shuaifeng, which covers an area of ​​226 mu and has a total investment of 1.07 billion yuan, will be put into operation. By then, the annual production capacity of Shuaifeng integrated stove will reach 1.2 million units.
The second phase of the intelligent integrated stove industrial park, which was built by Martians with an investment of nearly 700 million yuan, will be put into operation in August this year. The annual production capacity of integrated stoves can be increased by 800,000 units.
Shuaikang is also implementing the integrated kitchen power capacity expansion plan in a step-by-step manner. The first phase of the production project is under construction and is expected to be put into operation in August this year. The first phase of the project design capacity is 50,000 units; the second phase of the project design capacity is 200,000 units. It will be launched in 2019 and is expected to be put into operation in the same year; the third phase of the construction project is also under preparation. In the future, the production capacity of Shuaikang integrated stoves will reach a million units.
In addition to the above-mentioned several brand companies, a large number of small and medium-sized enterprises are also eager to expand. The capacity of the entire integrated stove industry is rapidly increasing.
In the integrated stove industry in the grasshopper period, it seems that gold is everywhere. In fact, there are certain hidden concerns. The surge in production capacity in the integrated stove industry has caused concern in the industry. In the case of increased market competition, the risk of vicious price competition in the integrated stove industry in the future is not
Faced with attractive growth prospects, a large number of companies are coming from profit. In the words of the industry, even companies that make neckties and make aircraft parts are also coming.
For the influx of a large number of new forces, Huang Weibin, chairman and general manager of Mars Kitchenware Co., Ltd., said that no matter who enters the integrated stove industry, they need to work hard.
Xia Ding, chairman and general manager of Zhejiang Meida Industrial Co., Ltd., predicts that the next two to three years will be the industry reshuffle period.
In Zhong Chuanliang's view, there are many enterprises in the integrated stove industry, and the quality of each aspect is uneven. Some enterprises do not have their own technology research and development, and do not have their own perfect service and marketing network, which will adversely affect the entire integrated stove industry and affect the industry. Word of mouth and reputation.
Shang Ruoyun, chairman of Zhejiang Shuaifeng Electric Co., Ltd., said that although the integrated stove market has entered a stage of rapid growth, the scale of the integrated stove industry is still small. Xia Ding also stressed that this industry is in the stage of growth, has not matured, and needs careful care.
During the visit, several integrated stove brands have called for the industry to strengthen self-discipline, and also hope that the competent authorities will strengthen the supervision and management of the market, thereby purifying the integrated stove market and creating a benign competitive environment.
The rapid expansion of the industrial scale and the continuous improvement of market demand, but the development of the integrated stove industry is still hampered and long, but also needs to accept the baptism of the market and the test of time.
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