In the kitchen appliance market, which mainly consists of range hoods and stoves, there is a saying that “Fang Laoshuai”, that is, Fang Tai, Boss, and Shuaikang occupy the top three positions in the market, and this pattern may be reshuffled in the future.

In the past 10 years, the domestic kitchen appliance industry has experienced rapid growth. The market sales increased from 16.4 billion yuan in 2005 to 49.2 billion yuan in 2014. Guo Mede, general manager of the Ovi Kitchen and Bathroom Division, said that during the 10 years, the kitchen appliance industry The era of sustained high growth has become a thing of the past, and the market has entered an adjustment cycle.

The prosperity of the kitchen appliance industry is closely related to real estate investment and transaction volume. In 2014, the sales volume of kitchen appliances only increased by 5.9%. In 2015, the market is expected to continue to grow, but the growth rate is expected to be only 8.1%, reaching 53.2 billion yuan.

Against the background of the overall slowdown in the market, Gao Dekang, chairman of the German-Italian Holdings Group Co., Ltd., told reporters such as China Business News that the competition and integration of the kitchen appliance industry will undergo new changes. At present, there are thousands of enterprises engaged in kitchen electric appliance production in China, which basically formed the pattern of confrontation between Jiangsu and Zhejiang brands and Guangdong brand. In the future, thousands of kitchen appliances brands will survive without too much. It is estimated that there will be 4 in the market. ~5 high-end brands, 4~5 mid-end brands, these brands occupy 80%~90% market share, leaving limited market space for other brands, and can only drink soup.

Although the overall market slowdown, the performance of large companies is higher than the industry average.

Boss Electric's previous annual forecast shows that in 2014, the company achieved operating income of about 3.59 billion yuan, an increase of 35.3%, net profit of about 580 million yuan, an increase of 49.24%. According to Zhong Yikang's statistics, in 2014, the overall kitchen appliance industry was slightly depressed. As of the end of December 2014, the growth rate of sales of range hoods, gas stoves and disinfection cabinets was 4.95%, 0.59% and -4.84% respectively. Compared with the entire industry, Boss Electric maintained a high growth trend.

Industry insiders told the "First Financial Daily" reporter that the kitchen appliance industry is now pursuing a high-altitude model, spending a lot of money on advertising and various promotions, marketing costs account for a much higher proportion of income than the traditional home appliance industry. .

In the first half of 2014, the boss's advertising advertising fee was about 170 million yuan, the booth decoration fee was about 110 million yuan, and the promotion activity fee was about 130 million yuan. The total of the above three expenses exceeded 400 million yuan, accounting for 1.6 billion yuan in operating income. About 25%.

The marketing expenses of large companies are small, the small and medium-sized companies are far behind, and the market share is accelerating toward the concentration of large companies. However, the market share of companies such as Fangtai and Boss, which are in the forefront of sales, is only about 10%, and the possibility of other companies catching up. Still.

Relevant persons from the German-Italian Group told this reporter that they are increasing investment in expanding the production capacity of kitchen appliances. The new project under construction of the company has a total investment of 700 million yuan. It is said to be the largest high-end kitchen appliance product in China after completion. One of the production bases has an annual output of 2 million units and an output value of more than 3 billion yuan. This move will undoubtedly stir up the current industry landscape.

In terms of opening up opponents and seizing the market, several major kitchen companies have also made great strides in product development. Fang Tai launched the “Efficient Static Suction” product. Vantage played the “Self-cleaning” brand. The German and Italian “Dragon” series products combine the concepts of mute, maximum suction and maximum wind pressure. Gao Dekang is full of confidence. Full: "There may be a pattern of 'old and old' in the future."

Zhang Dongli, executive director of China Hardware Products Association, said that in addition to Siemens, the market for high-end products is mainly controlled by domestic brands, which is rare in the home appliance market. The competition of various companies is concentrated on product innovation and quality improvement. There has been no price war in the past 10 years. I hope that this will be the case in the future; the price war will only turn the industry into the Red Sea, and no one will benefit.

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