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Kitchen power "hardcover room" contention: is the big brand the number one player?

2018-05-16 11:07:18 Source: This site Times of Clicking:3729

The hardcover room is developing rapidly, and the kitchen and electric products are labeled


"It is also real estate, the loss of real estate." As one of the real estate supporting industrial chains, every move of the real estate policy affects the whole kitchen electricity industry.


Since 2016, all parts of the country began to introduce complete decoration, fine decoration related policies and regulations, as of February 2018, the national cumulative release of refined decoration policy 28 times, involving 18 provinces, Henan, Tianjin since 2018, the implementation of the guarantee housing and commercial housing all the implementation of fine decoration delivery.


In the environment of policy support and consumption upgrading, the real estate decoration market has entered a stage of rapid development. According to AVC monitoring data, 1293 of the new opening projects were completed in 2017, and the total market size was 1 million 274 thousand, an increase of 9.9% over the same period. Among them, the kitchen electrical products are still high quality products, the configuration rate is more than 98%.


From the policy point of view, under the promotion of strong policies, the fine decoration market ushered in blowout growth, which continued in 2018 1-2. According to the AVC real estate data monitoring, the national 300+ city fine decoration project showed that the number of fine decoration projects in 2018 was 208, up 62.5%, the overall scale was 202 thousand, and increased by 98.1% over the same period.


In the fine decoration room, the kitchen electric products also basically become the marking, among which in 1-2 months of 2018, the fine decoration project has 204 auxiliary kitchen products, up 65.9%, 200 thousand sets of kitchen and electricity matching scale, up 99.5%.


Judging from the kitchen appliances, smoking hood and cooker are still high quality products. AVC monitoring data showed that the matching rate of kitchen power in 1-2 months of 2018 was more than 95%, and the matching scale was more than 195 thousand sets, and the size of the matching scale of the disinfection cabinet was 120 thousand and the allocation rate was close to 60%, which was slightly lower than that in 2017.


From the brand perspective, bosses, FOTILE and SIEMENS have a higher share of the "three largest kitchen". The matching rate of dishwasher in the first two months of 2018 is 5.9%, which is a fast growing product. The matching rate of microwave oven and electric oven is less than 5%.


From the current trend of hardbound housing, on the one hand, the matching rate of kitchen electrical products is relatively high. According to AVC data, in 2017, the rate of two sets of tobacco stove set was over 95%, and the rate of disinfection cabinet in three sets of products was 60.6%. This is an opportunity for the entire kitchen and electricity industry.


On the other hand, the hardcover house is a kind of commodity provided by the real estate agent, which is located in the middle and high end, so the brand of the kitchen and electricity is generally based on the middle and high end brands. From the point of view of real estate manufacturers, the choice of high-end kitchen power brand, not only to save heart and rest assured, but in the trend of overall consumption upgrading, consumers are also more favored by high-end kitchen electric products.


From the kitchen power brand pattern, the brand concentration of the kitchen power market is becoming more and more high, and the developers are more interested in the domestic brands. In 2017, the owner of the three pieces of kitchen and electricity was ranked first in the Chinese real estate market, with the share of the brand share of the kitchen and electricity as high as 80.9%. In addition to SIEMENS's entry into the TOP5 brand, the brand share of other brands is low; the TOP3 brand in the disinfection cabinet market is the boss, FOTILE and SIEMENS, with a total share of close to 70%.


Not only that, according to the AVC (cloud network) for the main developers to investigate, found that most of the developers have distributed the former decentralized home appliances purchase right to return to the group. Vanke is now carrying out the 100% group centralized purchase for the hardcover accessories, and the best fitting appliances are all group procurement, the decoration company is only responsible for the installation, and more than 80% of the finished products of the Jindi real estate are purchased by the group. This way of purchasing directly squeezed out the list of small and medium-sized brands.


It is not difficult to find that the high-end brand has become the main player in the new blue sea market, and the small and medium-sized brands are embarrassed. Whether or not to get a ticket is about whether it can get a share in the policy bonus and even affect the future of the brand.


For the development trend of the hardcover house, the head of a second line kitchen electric brand said in an interview that no matter from the policy level or the consumption upgrade and the trend of the economic development, the fine decoration has become a trend and began to affect the whole kitchen power industry. From the brand performance, the advantages of the boss, FOTILE and SIEMENS are obvious. Other small and medium brands need to work hard. But from the perspective of the development of the whole industry chain, the current advantages do not represent the absolute superiority of the future, and there are still opportunities for small and medium-sized brands.


Home decoration brands occupy an advantage, but the quality needs to be improved.


Back to the policy level, the implementation of fine decoration, full decoration policy, landing only two years, the policy is still in the fermentation period, although the big brand occupies the first advantage, but at present, the word of mouth is not ideal, especially in the existing procurement system, the quality of supporting products and decoration is worrying.


Many domestic designer and consumer in the knowledge of the material, hardcover house is the real estate business for the two consumption of the people, the quality of decoration has been criticized, the quality is too high, the whole house is a problem, the environmental protection is not standard. Tiles fall back to infiltrate cracks, walls peel off yellow, wallpaper, curtains are all taste, once entering the house can choke the dead. For most hardcover consumers, as long as the economy allows a little bit, they basically redo the wall, attach wallpaper and replace the whole room switch socket.


There is no design in the hardcover room, only to meet the basic needs of life. Moreover, the engineering bidding system of hardcover housing restricts the improvement of quality product quality to a large extent. With the fermentation of word of mouth, the awakening of consumers and the surge of personalized demand, the demand for hardcover rooms is bound to be met.


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