The turmoil in the real estate market has a direct impact on the downstream kitchen appliance market. As a typical post-cycle real estate industry, the kitchen appliance industry has enjoyed the huge dividend brought by the rapid growth of the real estate market, and now it also feels the chill of the real estate market.
While the traditional kitchen appliances such as range hoods and gas stoves have fallen into negative growth due to the regulation of the real estate market, the emerging kitchen appliances such as dishwashers, electric steaming boxes and integrated stoves have maintained a strong growth trend. These new species are rapidly occupying the kitchens of consumers in China, thus providing new growth impetus for the troubled kitchen appliance industry.
Dishwasher: It is expected to reach the scale of 10 million units within ten years.
Although dishwashers have appeared in the market in China since the beginning of this century, the dishwasher market has been in a tepid state for the first ten years, and it didn't really enter the rapid growth stage until 20 13. Driven by Boss Home Appliances, Tai Fang, Midea and other head enterprises, dishwashers have been accepted by more and more consumers and become the star products in China's home appliance market in recent two years.
In recent years, the dishwasher market has been climbing. According to the statistical data of Forecast and Analysis Report on Production and Marketing Demand and Investment of Kitchen Appliances Industry in China issued by Prospective Industry Research Institute, in 2065.438+06, the retail sales of dishwashers reached 65.438+098 billion yuan, and the retail sales reached 429,000 units, up by 654.38+005% and 654.38+002% respectively. By 20 17, the retail sales of dishwashers will reach 4.33 billion yuan, and the retail volume will reach 985,000 units, doubling the scale again, increasing by 1 19% and 129% respectively. It is estimated that in 20 18, the retail sales of dishwashers will be close to 8 billion yuan, and the retail sales will be close to 2 million units, with the retail sales increasing by more than 90% and 80% respectively.
2065 438+03-2065 438+08 China Dishwasher Retail Sales and Retail Volume Statistics.
Data source: compiled by Prospective Industry Research Institute.
Dishwashers will become the standard in China kitchens in the future, and domestic and foreign brands will compete for layout.
Compared with the popularity of dishwashers in developed countries in Europe and America, there is still a huge market gap in this category of kitchen appliances in China. Therefore, the dishwasher is regarded as one of the most potential kitchen appliances. At present, the popularity of dishwashers is less than 3%. Once the penetration rate reaches 5%, the dishwasher market will increase geometrically. It is estimated that by 2025, dishwashers will enter thousands of households. Dishwashers will become the standard configuration of kitchens in China in the future.
With the outbreak of market demand, more and more enterprises have entered the dishwasher market, and domestic and foreign brands such as Jiuyang, Mi Yun, Mi Le and Toshiba have successively launched dishwasher products. On September 19, AEG, a high-end home appliance brand owned by Electrolux, held a product launch conference, including dishwashers. The joining of many enterprises has promoted the rapid growth of the dishwasher industry, and the expansion of the industry has in turn accelerated the consumption cognition and market growth of dishwashers.
However, there is still a long way to go to popularize dishwashers in China. Due to the differences in consumers' concepts and living habits, dishwashers have not become necessary household appliances like refrigerators, washing machines and air conditioners, but only early adopters of a few people who pursue quality of life. Most consumers don't have enough understanding and acceptance of dishwasher products. Although there are many excellent dishwashers on the market, consumers still hold a wait-and-see attitude.
At present, the domestic dishwasher industry is still in the primary stage of education popularization, and there are still many ways to go, especially in product standards and service standards.
Fortunately, industry organizations, dishwasher manufacturers, distributors and the media are working together to promote the popularity of dishwashers. China Household Electrical Appliances Association and China State Grid held the dishwasher consumption popularization activities on 20 17 and 20 18 for two consecutive years, which prompted the topic of dishwashers to break out among consumers. It is predicted that in the next 10 year, if the compound annual growth rate of the dishwasher industry is maintained at 40-50%, the market size of dishwashers in China will reach10 million in 2028.
Electric steamer: the new blue ocean of kitchen appliance industry
Electric steamer is also a rising kitchen appliance category. With the increasing attention of China residents to food safety and diet health, electric steamer with better cooking effect and better nutrition of ingredients is gradually favored by consumers, so the steamer market has become the new blue ocean of kitchen appliances industry.
In 20 17, the market size of kitchen appliances in China was close to 100 billion, and the sales volume of embedded steamer reached 538,000 units, up 56% year-on-year, and the sales volume reached 3.40 billion yuan, up 55.7% year-on-year. It is estimated that in 20 18, the sales volume and amount of steamer categories will increase by more than 50%. The demand for steam containers in 20 18 is expected to soar to 550,000 units on the basis of 432,000 units in 20 17.
Benefiting from the advantages of beautiful coordination and space saving, the market demand for embedded kitchen appliances is increasing day by day. In the embedded micro, steaming and baking "Three Musketeers", the oven has always been highly respected. However, in 20 17, when the industry changed dramatically, the steamer made great efforts to take the lead and became the "leading brother" of micro-steaming baking for the first time.
20 12-20 17 retail scale statistics of embedded electric steamer for micro-steaming baking products.
Data source: public information, compiled by Prospective Industry Research Institute.
The kitchen appliance industry is generally optimistic about the market prospect of the electric steamer, and it is expected that the electric steamer will become the standard product of middle-class kitchens in China. So far, several chefs and electric steaming giants are focusing on the layout of electric steaming boxes. Ye, director of strategic marketing of Boss Electric Appliances, said that the steamer can truly represent and be based on China cooking, and can be endowed with brand-new value, which is very suitable for China kitchens. Therefore, Boss Electric regards steamer as a strategic category in the emerging category. In his view, the steamer should belong to the taste of China, but the current products are not satisfied with this, and there is still more room for imagination.
Integrated stove: the market scale has exceeded 10 billion
In 2003, Meida from Zhejiang developed the first integrated stove product in China. This emerging category of kitchen appliances has not only grown into an industry with a scale of more than 10 billion, but also provided a new development direction and greater imagination space for the kitchen appliance industry.
In 20 17, the shipment of China integrated stove factory was about 6.5438+0.8 million units, and the sales volume was 6.5438+0.7 million units, a year-on-year increase of 70%. In addition, sales reached 6.8 billion yuan, up 565,438+0% year-on-year. In the first half of 20 18, the integrated stove industry increased by about 30% year-on-year, among which the online growth was obvious. From June to June, the online retail volume and retail sales reached150,000 units and 900 million yuan respectively, up by 98% and 138% year-on-year. It is estimated that the sales of integrated stoves in China will reach 9.4 billion yuan by 20 18, and will be close to 1800 million yuan in 2020.
20 15-2020 China integrated stove sales statistics and growth forecast
Data source: compiled by Prospective Industry Research Institute.
The rise of integrated stoves has attracted the entry of professional kitchen appliances brands such as Boss Electric Appliances and Shuaikang. Du Quan, vice president of Shuaikang Electric Appliance Co., Ltd. and deputy general manager of the whole kitchen electric appliance company, said that the integrated stove is the development trend of kitchen electric appliances in the future, and it is also a new category that Shuaikang focuses on. Shuaikang will adhere to the dual-engine drive strategy, so that the overall kitchen appliances and traditional kitchen appliances can develop together, and strive to recreate a brand-new Shuaikang through the overall kitchen appliances within three years.
Although the integrated stove market has entered a stage of rapid growth, the scale of the integrated stove industry is still very small. This industry is in the growth stage, not yet mature, and needs careful care. Strengthening industry self-discipline and creating a healthy competitive environment have become the common voice of brand enterprises in integrated stove industry.
The growth potential of kitchen appliances still exists.
Although the market was cold in the first half of the year, kitchen appliances are still regarded as the most potential field in the home appliance industry. With the upgrading of market consumption and favorable policies, the value of emerging categories is expected to continue to be released. On September 20th, the Central Committee of the Communist Party of China and the State Council issued "Several Opinions on Improving the System and Mechanism of Promoting Consumption to Further Stimulate the Consumption Potential of Residents", in which it was mentioned in the guiding ideology that "the policy of encouraging and guiding residents' consumption should be implemented, and efforts should be made from both supply and demand to actively cultivate consumption market segments in key areas to continuously meet the people's growing needs for a better life.
Whether it's a dishwasher, an electric steamer or an integrated stove, the development curtain of these newly subdivided kitchen appliances that help to improve the quality of life of consumers has just begun, and their contribution to the kitchen appliance industry will be greater and greater.
Finally, the top ten brands in the kitchen appliance industry in 20 18 are attached: 1 and Tai Fangfangtai (Ningbo Tai Fang Kitchenware Co., Ltd.).
2. Boss Boss (Hangzhou Boss Electric Co., Ltd.)
3. Vantage Vantage (Vantage Company)
4. Huowang HIONE (Shenzhen Huowang gas appliance Co., Ltd.)
5. Siemens Household Appliances (Bos Household Appliances (China) Co., Ltd.)
6. Wanhe Wanhe (Guangdong Wanhe New Electric Co., Ltd.)
7. Rong Sheng Kitchen and Bathroom (Guangdong Rong Sheng Electric Appliance Co., Ltd.)
8. Midea (Midea Group Co., Ltd.)
9. Haier Haier (Haier Group Company)
10, Wan Jiale (Guangdong Wan Jiale gas appliance co., ltd.)