In the first quarter of this year, the kitchen power market appeared "cold cold". However, the performance of high-end products and new cities was more "bright", the boss and other head enterprises were vigorously expanding, and the competitive kitchen electricity market was accelerating to adjust.

The volume of the kitchen power market fell in the first quarter

Recently, AVC released full channel total data show that the first quarter of this year's large kitchen home appliance market retail volume of 12 billion 800 million yuan, a year-on-year decline of 6.1%, the retail volume of 13 million 669 thousand, a year-on-year decline of 3.3%, the overall volume fell, the whole kitchen industry was cold.

Meanwhile, in the 1-12 week of this year, the retail sales of traditional cooking oil smoke machines, gas cooker and disinfection cabinet were -16.7%, -7.5% and -11.9% respectively. The offline market encountered a very cold environment, especially the expected spring home season, together with the 3. 15 promotion, and did not show the market signs of warming. . At the same time, the growth of the online market is further slowing down. As an example, the growth rate of retail sales in the online market is 20%, 25.9%, and the growth rate is down to 30%. From seventh to 11 weeks, the products of smoke stove have been negative growth in the market for 5 weeks. The development of the online market has encountered factors such as the weakening of the traffic dividend and the relatively low price of the product. Bottlenecks.

Analysts pointed out that from the real estate market, since the second half of 3, in order to adhere to the "house is used to live, not to stir fry" positioning, more than 10 cities have issued regulatory policies in the country, including limited purchase, limited sale and shaking number, the first set of preferential purchase and other measures. It is in the real estate market under the influence of continuous regulation, the kitchen electricity industry has entered the growth shift period.

Head companies' uptrend growth in high-end products

The company has recently issued a quarterly report of this year. The company achieved 1 billion 592 million yuan in the reporting period, up 16.89% from the same year, and the net profit attributable to the shareholders of listed companies was 302 million yuan, up 20.05%, and the two indicators were up against the trend.

The announcement showed that at the end of the report, the net amount of cash flow generated by the company's operating activities was 558 million yuan, with a positive growth of sales and funds by agents, and a significant increase of 200.25% over the same period. The company expects to earn 658 million yuan to 777 million yuan in the first half of this year, an increase of 10% to 30% over the same period last year.

The company's previous annual report showed that in 2017, its five major categories of tobacco, stove, embedded microwave oven and embedded steamer were the first in the country, of which the oil smoker has won the first three years in the world.

In the first quarter of this year, boss electric appliances vigorously promoted the central smoking hood of innovative products to the national real estate enterprises. The central oil absorption machine is a systematic product consisting of "main engine, terminal, power distribution valve and intelligent cloud platform". It is based on a systematic solution to solve the problem of oil smoke absorption and purification of the whole building. At the end of March, boss electric signed a strategic cooperation agreement with Vanke and Hengda's real estate procurement e-commerce platform.

In addition to boss appliances, FOTILE has also maintained medium and high speed growth in the first quarter, but its main growth points are from sink dishwasher and embedded products. The dishwasher and embedded oven and steamer have promoted the sales of FOTILE's overall kitchen power, and the Vatti has increased its performance by the dishwasher and embedded NEW categories. Revenue increased by more than 30% in the first quarter.

Profit space is forcing the industry to shuffle

At present, almost all home appliances brands are involved in kitchen electricity, and the number of unknown brands is numerous. At present, the concentration of kitchen electricity market is low, hundreds of brands are standing, and the market share of the head office of kitchen and electric field is still scattered.

Xinyikang retail monitoring data show that 5 kitchen categories, such as oil smoke machine, gas stove, water heater, electric oven and water purification equipment, are 475, 546, 416, 246 and 284, respectively. The number of newly entered brands is 105, 127, 84, 73, 79. The numbers were 102, 115, 60, 32 and 38 respectively.

The industry to the reporter analysis, in recent years, a large part of the market elimination is "famous brand" Shanzhai brand, before, its main channel is often online, because of low cost and some famous brand similar to some famous brand, so temporarily salvaged a gold. But in the last two years, these brands have gradually lost their original market with the increase of the state supervision departments and the big businesses to suppress the counterfeit and shoddy products and the upgrading of the consumption demand.

"The amount of oil fume machines for every hundred families in China is 20, and Japan is 70. The share of the faucets in the developed countries and regions is 35% and above. Under the background of the consumption upgrading, the kitchen electricity market still has the increment, but the low price and low end products will be more and more less space." The kitchen industry practitioners told reporters.

One side is the low-end product Shanzhai brand is eliminated, one side is the boss, Vatti, the United States, Haier, Wanjia music, Vanward and other brands to actively launch high-end products, the industry is expected to accelerate this year.

The three or four line city will be a new field

Market analysis data show that in the context of real estate regulation, the sales of kitchen and electricity in the first and second line cities have fallen, while the three or four line cities are rising.

Li Yunlong, President of Southern China operation headquarters, told reporters that in the three or four line market, the young people have become the mainstream consumer groups, they attach importance to the quality and experience of the products, and are more willing to buy high-end products. Last year, the sales volume of the three or four line market increased by more than 46% over the same period last year, and the high-end products had a huge space in the three or four line market.