Double-sided competition in the kitchen appliance market

There are always two sides of the coin, and the current Chinese kitchen electricity market is also two sides.

The two sides of the kitchen power market are first reflected in market competition. On the one hand, the kitchen electric appliance market has attracted the attention and attention of many home appliance companies, and has become the “homegrown fragrance” of many home appliance dealers. On the other hand, competition in the kitchen power market will usher in a period of intense enthusiasm this year. It has been unavoidable for the challenger to fight against the defenders in the market.

In the past ten years, the domestic kitchen and electric industry has experienced rapid growth. Market sales increased from 16.4 billion in 2005 to 49.2 billion in 2014. The growth rate of the kitchen electricity market over the past decade shows that this will be a “cake” that can be developed and tapped. At the same time, it was also an achievement that was achieved only when large home appliances companies did not fully participate in the snatch. Now, large-scale home appliance companies will inevitably take the lead in snatching and attacking the cake and share of the low-end kitchen-kitchen market by initiating a large-scale market battle.

For a long time, the traditional business idea of ​​professional kitchen and electric companies is "scale-maximization under profit maximization." Instead of continuing to grow bigger and stronger in pursuit of scale, we must pursue a steady increase in operating performance and profits. However, in this context, the current professional kitchen and TV companies have relatively small overall revenues, so for them, the pursuit of a large-scale market is in vogue.

With the advent of intelligent home appliances, the scale effect of smart homes began to appear. According to statistics, the ecological output value of smart appliances will be 5 billion yuan in 2010, and it will rise to 160 billion yuan by 2014. The output value in 2015 will reach 230 billion yuan. By 2020, the entire smart home output value will exceed 1 trillion yuan. . The trillion-dollar market undoubtedly brought new blue oceans to the kitchen appliance manufacturers on a large scale.

In addition, the two-faced nature of the kitchen power market is also reflected in the brand pattern. Currently, in the domestic kitchen and electric brands, the pattern of polarization is very obvious.

On the one hand, the phenomenon of serious brand names in domestic SMEs is serious and the market is promiscuous, which seriously damages the interests of consumers. As in the previous period, the problem of kitchen appliances represented by range hoods was frequent: First, CCTV had exposed some of the quality problems of range hoods, and Ali later carried out a full “killing” of “Guangzhou Sakura,” all of which rang out. The death knell of counterfeiting and mischievous behaviors in the electricity industry has also rekindled the "artificial spirit" that ensures quality in the kitchen and electric industry.

On the other hand, first-line brands are constantly creating quality images in terms of quality. At the 2015 World Expo in Milan, Italy, the owner of electrical appliances as the only kitchen appliance brand in China Pavilion, the high-end products, product quality of its products have been recognized by the official and the market.

The market for high-end kitchen appliances is mainly controlled by domestic brands, which is indeed rare in the home appliance market. At the same time, first-line brand companies are paying attention to product innovation and quality improvement, and the mode of guiding consumption through cultural marketing has begun to show. The double-sided competition in China's kitchen electricity market is also entering deep-water areas.