It is not possible to detail when the concept of fresh kitchen electricity and food demand kitchen electricity originated, but it is certain that this concept is recognized by the industry in the past 2023。This proposal has become a consensus, ostensibly in order to distinguish a wide variety of kitchen appliances plate, which is fundamentally derived from the differentiation of the consumer end。It is also this differentiation that has opened the curtain of the differentiation of the kitchen electricity market in 2024。
The distinction between demand and demand itself means that consumers are cautious in spending (there is no need to say why).。More than ever before, consumers can rationally distinguish between what they must buy and what they need to add to their lives。Even in the current period of "trade-in" activities, consumers have remained rational enough。Even for the smoke stove that belongs to the just-needed product, there has been a sign of "who is bad for who, not bad for who.。For example, third-party market monitoring data in the first quarter showed that the proportion of online cigarette machines placed alone was as high as 74%, and the proportion of cookware placed alone was as high as 81%。This data is pushed back, and the purchase proportion of smoke stove sets is less than 20%。It is not difficult to infer that the reason for the large area of online sales decline of 36% in the integrated stove from January to May - under the expectation of "spending less money and spending less money", the integrated stove that needs to change the cabinet is difficult to be favored by consumers。
China Daily Merchandise Fair understands that the current statistics for the first half of the year have not yet been released。However, combined with the market performance of various brands, the commonality of "slow recovery" can still be obtained。However, this recovery has different progress in just demand and product demand (sales in the first quarter increased by 4.5%、7%)。Behind it, there are both consumption classification and re-classification in the classification。In a word, the era of "buy buy buy buy" has passed, and consumers are very cautious about spending every penny。
The divide between online and offline is becoming more pronounced。Since last year, the recovery has been more pronounced online than offline。This year, the situation is even more obvious。Data from January to May show that the year-on-year change in offline sales of smoke machines, cookware, water heaters, etc., is far more optimistic than online。At the same time, from the point of view of average sales price, the average offline price of kitchen appliances is nearly twice the average price of online sales。Over the past few years, especially the "mask" three years, excessive traffic mining has gradually shown fatigue。The offline recovery will usher in a favorable era。Nowadays, according to the fundamentals of the kitchen appliance industry, offline and online are close to 50-50, and many enterprises even account for more than 70% of online sales。Although it cannot be said that the proportion of offline and online channels is reasonable, the disenchantment of traffic and the return to their respective values will become the fundamental logic of online and offline differentiation。
Re-differentiation under the differentiation of brand pattern。The big differentiation is the survival of the fittest, and the siphon effect of leading brands is enhanced。The main categories of kitchen electricity market report released by Aiken Power Grid in 2023 has been discussed, such as the change in the online sales market share of tobacco machine TOP3 brands from 2019 to 2023 from 55% to 57% in 2019, and the change in cookware cookware from 43% to 58%。
The divisions within the camps have also become more pronounced this year。It should be pointed out that this differentiation is not reflected in sales volume, but each enterprise is carrying out completely different path choices according to its own resource endowment。
The boss electrical appliances around the "cooking full link" to build, persistent in the "cooking" field of vertical deep cultivation。Fangtai is high-end full scene kitchen electricity as a strategy, especially the Fangtai Group smart full house high-end custom brand FotileStyle(Fang Shide) release, you can see the ambition of Fangtai for the home full scene。Huadi takes a new path, jumps out of the horizontal and vertical framework, returns to the product itself, and focuses on the creation of "clean kitchen"。In addition, there are relying on the brand and superior resources of Midea, Haier;There are tamped channels and even channels to "capillary" Schindler and so on。
In the face of complex markets, brands with competitive advantages play their own roles, which is also a common destination: to provide users with better kitchen scene solutions and win the market。On the contrary, some brands are leaving the field。According to market feedback, in the Guangdong region alone in the first half of this year, at least seven kitchen appliances and related enterprises withdrew from the competition。In Zhejiang, where the integrated stove industry is more concentrated, there are also many price enterprises in business difficulties this year。
China Daily Merchandise Fair learned that despite the stimulus of the old for new and the trend of the entire market entering the recovery channel, the background of the stock market and the strong correlation of real estate have made the entire kitchen appliance industry show a more obvious downturn in market performance than other household appliances。The differentiation from the consumer end brings the differentiation of all aspects of the industry, which is neither the purpose nor the end game, and it will always remain dynamic along with the change of user choice。
The above is the kitchen appliance market related information brought by the small edition of China Daily Merchandise Fair. You are welcome to visit the site to understand, so that you can understand this information will be more helpful。
Source: China State Grid
