Compared with 2013, the growth rate of the tobacco stove market in 2014 has dropped significantly. In the first quarter and the second quarter, the entire industry showed a booming momentum, but from the second quarter onwards, the watershed of market growth began to emerge. By around June, the entire market trajectory began to show a clear downward trend. This trend has been maintained until the end of the year. Compared with the growth rate of 14.6% of the overall market in 2013, this year's market growth rate is almost swayed, less than 9%. However, from the level of operation of the overall market and the level of industry development, although the market sales are high and low, the internal factors of the industry, including the overall operation level, product level and competition level, have obviously improved.
On the whole, although the market sales growth failed to continue the high opening situation in the first quarter, the overall improvement of the industry's overall level has made the tobacco stove industry in 2014 still have a lot to offer.
Overall operation: high open and low, flat
Continuing the momentum of growth in 2013, the tobacco stove industry in 2014 grew at a rapid rate at the beginning of the year. The entire industry is booming. But this situation has not continued. When the second and third quarters alternated, the market operation began to fall.
Taking the listed companies as a reference, the performances of brands such as Boss Electric, Vantage, Wanhe and Wanjiale in the first quarter were 43.22%, 21.33%, 29.29%, and 51.73%, respectively, but by the time of the semi-annual report, the speed dropped to 38.74%. 9.6%, 13.15%, 54.73%. In the third quarter, this growth rate began to tighten, down 6.19%, 3.26%, 5.88%, and 8.1%.
It should be noted that listed companies are mostly leading companies in the industry and have strong resistance to pressure in the market. For a large number of small and medium-sized brands in the market, this feeling is more skin-friendly. In Shunde District and Zhongshan City of Guangdong Province, which have concentrated a large number of such enterprises, due to the reasons of the exhibition (Shunde Home Appliances Exhibition and Huangqi Home Appliances Exhibition were held in March), a large number of small brands experienced short-term prosperity. However, in July and August, due to poor market sales, such brands were unable to participate in the exhibition and quickly entered the dormant period.
Taken together, the sales of tobacco stove industrial enterprises in 2014 was about 19.5 billion yuan, an increase of about 8.3% compared with 2013. Among them, the sales of range hood industrial enterprises exceeded 11.9 billion yuan, compared with last year's growth of nearly 7.3%; the sales of stoves exceeded 7.5 billion yuan, compared with about 7.1% in the same period of 2013. On the average price, Aiken Home Appliances has surveyed the average price of 20 mainstream brands on the market (according to the price of industrial enterprises), and the average price of the hood has been increased by 7% in 2013. The price rose by 8.7%. The price of stoves increased by about 6.8%. Zhongyikang's retail monitoring data also supports this point. The average retail price in January-November was 2,556 yuan, a year-on-year increase of 10.76%.
From January to November, the sales area of ​​commercial housing was 101.17 million square meters, down 8.2% year-on-year, and the decrease was 0.4 percentage points higher than that in January-October. Among them, the sales area of ​​residential buildings decreased by 10.0%, the sales area of ​​office buildings decreased by 9.2%, and the sales area of ​​commercial business buildings increased by 7.1%. Commercial housing sales were 6.4481 trillion yuan, down 7.8%, and the decline was 0.1 percentage points lower than that in January-October. Among them, residential sales decreased by 9.7%, office sales decreased by 20.9%, and commercial business sales increased by 7.2%. Although the operation of the smoke stove industry and the real estate operation have a time lag, the curve is roughly consistent.
It is worth mentioning that in recent years, the disinfection cabinet titled “Bearing Wild Goose†has not been bright in 2014. The annual sales were less than 6 million units, and the sales statistics were only 4 billion yuan, which was relatively stable.
Overall, after the steady growth in 2013, the overall growth rate of the industry slowed down in 2014. But internal changes and improvements are continuing. At the same time, due to the high-end strong pull, in contrast, in terms of sales growth, the contribution of the obvious price increase factor is greater than the contribution of sales. That is to say, the increase in sales in 2014 was more due to the increase in unit price. After a small decline in 2012, the industry began to embark on a path of steady growth.
The industry data released by the National Bureau of Statistics also supports this. From January to October 2014, the output of range hoods was 2,342.8 million units, an increase of 12.35% year-on-year. The growth momentum in January-October was relatively stable, but it quickly fell by 6.04 percentage points in November.
Brand pattern: four countries stand side by side, undulating
From the point of view of the brand structure, although there has not been a subversive change, it is still magnificent in the pattern. Companies with brand strength and operational skills have achieved good growth. Conversely, there have been brands that have fallen from the previous camp. At the same time, the ranking between the same camp is also changing. Rumei, with its strong group background and broad operational thinking, has recently increased its rankings in recent years. By 2014, it has already entered the first camp and has become the four brands of the new era along with the former bosses, Fang Tai and Vantage. In sales, it has surpassed Vantage.
Market level: the focus shifts, the rise of cities and towns
Supporting the development of the market is nothing more than the need to upgrade the replacement and the first purchase. Among them, the replacement is replaced by one or two cities. The great development of the domestic smoke stove market began in the mid-to-late 1990s, especially after entering the year of 2003. Therefore, up to now, these pre-purchased smoke stoves have been updated from the beginning to the rapid release of the demand, which will undoubtedly provide market space for enterprises.
On the other hand, from the perspective of the market level, since 2008, the entire home appliance industry has shown a situation in which the focus of marketing is declining. This aspect is related to the policy of home appliances going to the countryside that was implemented at the end of the same year. At the same time, the promotion of urbanization has provided a continuous driving force for home appliances. These two factors have fostered the consumption of household appliances in the rural market. According to third-party statistics, in 2013, the retail sales of range hoods in the third- and fourth-tier markets exceeded 3 billion yuan, an increase of 60%. In 2014, the retail scale was close to 5 billion yuan, and the growth rate was still as high as nearly 60%.
In recent years, the speed of urbanization construction has obviously accelerated, with an average annual increase of about 1% and a breakthrough of 50% in 2011. The data shows that every one percentage point increase in urbanization will drive market demand of 7 trillion yuan. By 2020, if China's urbanization rate reaches 62%, the rural market will accumulate a total of 4.5 trillion yuan in new home appliances sales. This is called the big gold mine, which is one of the cores to support the growth of the kitchen industry in the future, especially It is the current situation that rural households account for 67.6% of the total households and the kitchen electricity ownership rate is much lower than that of cities. Taking the United States as an example, due to the relatively sound network, especially in the construction of the third- and fourth-level networks, in the terminal retail, Midea has firmly occupied the first position in the third- and fourth-tier markets. This also reminded many other kitchen appliances companies.
Product features: high-end landing, intelligent wind
At the time of crossing the mud of 2012, increasing the added value of products has been valued by various companies as an important part of improving the quality of operations. A fresh wind that consolidates products and enhances value is bred in the industry. By 2013, from the point of view of range hoods, large suction, mute, frequency conversion, intelligence, and self-cleaning can be used as a technical dimension to focus on the industry. The big suction group represented by the boss, Shuaikang and Wanhe; the silent group represented by Fang Tai; the frequency conversion claim represented by Germany and Italy, Sakura and the like; the cleaning faction represented by the United States and Vantage, the camp has been formed. Entering 2014, the interpretation along these technical dimensions has become more mature and has become a powerful starting point for the products of the smoke stove industry to move toward the high end.
In September 2014, Boss Electric's next-generation big suction ROKI was grandly released.
The 17 cubic meters per minute hood increased by nearly 8% from January to November 2014. At the same time, according to the product type, the growth rate of European-style machines with more concentrated high-end products is close to 10%, which is undoubtedly a vivid portrayal of high-end landing.
At the same time, from the perspective of kitchen and electricity integration, 2014 can also be called the year of the integration of kitchen and electricity. This kind of landing is not only a seamless connection between kitchen appliances, but also a combination of kitchen appliances and kitchen cabinets. As early as 2013, Midea put forward the concept of the whole kitchen and promoted it. SKI and SKII, which are priced at one million yuan, have a good response in the market. In addition, the brand represented by Ouyi has also made great efforts in terminal construction. As of the end of 2014, there have been 216 high-end integrated stores nationwide in Europe (the site must be in the building materials home market, Red Star Beauty). Kailong, Yuexing home and other nearby, and provincial stores are not less than 200 square meters, prefecture-level stores are not less than 150 square meters, county-level stores are not less than 100 square meters), which effectively enhances their own management quality.
At the same time, the intelligent kitchen appliances that are based on the Internet have become the means of value-added products in the camps on the basis of the maturity of the above-mentioned technical factions. Take Boss Electric Appliances as an example. In September 2014, the “Next Generation Big Suction†conference was held in Hangzhou, the boss's electrical headquarters. The large suction hood equipped with ROKI intelligent system was launched. As the first intelligent product after the establishment of intelligent kitchen and IoT technology research center, ROKI not only attracted the attention of the industry, but also the evaluation given by the capital market. . As another leading brand, Fang Tai, in November at the hardware exhibition in Shanghai, also joined Jingdong to launch a cloud smart kitchen appliance that can realize remote control, smoke stove linkage, hood water heater linkage, automatic smoke exhaust and other functions.
It should be specially pointed out that although there is still such a questioning voice in smart kitchen appliances, such as hardware and software mismatch and network incompatibility, the smart smoke stove has become a wind in 2014, which will become a wind. One of the trends in the future of kitchen appliances and even the home appliance industry.
Channel characteristics: E-commerce is fierce and integration is intensifying
In 2014, the long-established kitchen and electric appliance companies and real estate developers have joined hands to integrate with the plumbing and building materials channels. This has become the norm.
The fierce Internet is breaking the original industrial boundary, and the integration and integration between different formats is no longer a voluntary or passive issue. Under the trend, every company has done its best. According to a statistics from Aiken Home Appliances in early 2014, 94% of the mainstream kitchen appliances companies have established their own e-commerce operations team.
After a comprehensive exploration in 2013, the kitchen appliance industry has been relatively sophisticated in terms of model division of e-commerce operations, brand segmentation (specially launched online sales brands such as the launch of Easy Cool), big data awareness, logistics awareness, etc. And has focused on the integration of online and offline.
But the impact of the Internet is far more than that. For the existing offline channels of the kitchen and electric industry, it is passively waiting for the impact of e-commerce, or taking the initiative to seek their own space in the Internet era. From the current point of view, although offline sales still occupy an absolute dominant position, If companies really want to rely solely on decentralized, single dealers to take on the big challenges of the future Internet, it is more reluctant.
Aiken Home Appliances conducted a channel survey in November 2014 to select 100 dealers in the second, third and fourth-tier markets. The results of the survey are not optimistic. In this survey, 56% of dealers were overwhelmed by the attitude of e-commerce, 61% of dealers have never personally conducted online shopping, and even 37% of dealers hold "the future does not matter, shop does not The mentality of turning around when making money. This is enough to arouse the attention of enterprises. After all, from the perspective of logistics distribution and installation services, offline dealers are undoubtedly the basis for supporting the combination of online and offline virtual reality in the future.
Industry prospects: entering the "new normal", should be new thinking
The macroeconomic environment, realistic industry policies, and the regulation brought about by the development of the industry itself will make the development of the future smoke stove industry into a new normal. This new normal requires new thinking to deal with.
First of all, from the perspective of the macroeconomic situation, the country will no longer pursue high economic growth as a target. This means that the overall growth rate (GDP) will be around 7% in the future, and even within 7% will become the norm. In short, reducing speed, adjusting structure, and innovating power have become the main ways of economic growth under the new normal. This means that the growth market that the kitchen industry can rely on before will no longer exist. At the same time, the rise of the Internet has brought about profound changes in all aspects of economic life. It is a huge challenge for companies that are accustomed to thinking in a real economy or a physical business model.
From the vague market-oriented progression to the true consumer-centric; from the previous fuzzy order-based production, even the producer-oriented progressive to the current customized, flexible production; from the previous infusion, cramming marketing promotion to The current fan interaction, although these are still in the process of change, there is no real dust settled, but enterprises that do not actively participate in the change will be struggling in the future.
As far as the policy level of the industry is concerned, policies related to the industry are constantly being regulated. On October 1, 2013, the State Administration of Quality Supervision, Inspection and Quarantine and the National Standardization Administration Committee officially implemented the energy efficiency standard GB29539-2013 of the range hood, and the energy efficiency limit value and energy efficiency rating of the range hood were officially implemented.
On the first anniversary of the implementation of the new energy efficiency rating system, the Implementation Rules for Energy Efficiency Labeling of Range Hoods jointly developed by the National Development and Reform Commission, the General Administration of Quality Supervision, Inspection and Quarantine will be implemented on January 1, 2015. It means that after the refrigerator, air conditioner and other products, the range hood becomes another type of household appliance that needs to be “certified to workâ€. That is to say, the space where some small brands and miscellaneous brands used to wipe the ball was greatly squeezed.
Looking at the future market of smoke stoves, even if it expands to the entire home appliance industry, the entire industry will enter a new era. How to put your own wings in the increasingly standardized policy environment under the Internet era; how to assign value to your brand in the minds of consumers with more aware rights and individualized requirements; how to 80, 90 After organizing, guiding, and trusting them in the era of consumption and labor, they must be the main force. This will inevitably lead to the reorganization and re-shaping of the corporate governance structure and corporate culture. . A constant enterprise will have no future.
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