Ten Trends in Development of Kitchen Appliance Gifts

Small appliances, big market, the future of China's small household appliances will be the mainstream of family gift procurement.

One of the trends: Large-scale trend Facing the changes in the strategic perspectives of home appliance businesses for domestic small appliances, and multinational companies such as Electrolux, Philips, Panasonic, etc., migrating their experience in the field of foreign small household appliances to China, they have accelerated localization operations. In the background of the process, companies with preemptive enterprises and market foundations in the field of small household appliances must have two choices. One of them is the scale, which forms the scale advantages of the product items and the scale advantages of the cost to prevent the opponents’ Expand your opportunities. The representative in this field must first be the annual sales volume of 4 billion small appliances. The Lifetime Electric Manufacturing Co., Ltd., a subsidiary of Midea Group, announced that it will launch a series of new products in the areas of rice cookers, induction cookers, electric kettles and electric cookers to expand on a large scale. This trend also makes it inevitable that a new round of price wars will be inevitable. Domestic small household appliances are moving in the direction of popularization, fast fashion, and innovation and energy conservation.

The second trend: The trend of specialization responds to the background of a number of capital forces rushing into the kitchen appliances. In addition to the strategy of scale, it is undoubtedly a specific strategy. The success of 9 Yang Soymilk is first and foremost thanks to the firm implementation of this strategy. Of course, Nine Yang has already accelerated the expansion of the induction cooker and other product lines. However, this strategy will still be adopted by more companies entering the small kitchen appliances. If Mrs. Zheng, known as the brand of Asian Induction Cooker, wants to make a contribution in the domestic market, this strategy must be fully implemented.

Trend 3: The trend of technology research and development Many household appliances have entered the way of OEM OEM production in small household appliances, especially kitchen appliances, and will first attach importance to technology research and development after entering the strategic business unit for kitchen appliances. In order to change the phenomenon of product homogenization, at the same time creative kitchen kitchen appliances as the first, with special emphasis on new features and new shapes. This technology will be developed by the pre-embedded pipeline of the kitchen appliance business. In this regard, representative companies such as Kelon, a technology company, invested nearly RMB 8 million to build a testing center, which is a major expression of the large-scale home appliance company's operation after being shipped as a small home appliance. Another example is the owner of electrical appliances in the bedding business before the official listing of the market has spent two years on the industry's market and consumer demand for a full investigation and research, and then put a lot of manpower and resources to develop new generation of cooking utensils products, a listing that is launched with considerable The technical advantages of the Le Chef series rice cookers and electric pressure cookers are also evident in the two major categories of 20 new products. Late follow-up may also include more major companies such as TCL. At the same time, many types of small kitchen appliances have determined that the demand for OEMs will continue to exist, and the technology research and development can also solve the drawbacks of OEMs to some extent.

Trend 4: Convergence of homologous products In the developed countries, on average, each household owns 30-40 small household appliances, but only a few in each household in China. The boom in the kitchen appliance market is essentially a process of increasing the ownership of small home appliances per household. People's demand for small kitchen appliances will not only be satisfied with the novelty of their functions and appearance, but will also require matching with the overall environment of the kitchen, so that the kitchen will look more beautiful and comfortable and visually integrated. This is not just the kitchen appliances themselves. Style. This kind of market consumption brings opportunities for brand companies that have long fought in the kitchen products industry, especially those in the traditional open fire cooking industry, to reflect differentiated advantages.

Representatives in this area such as Supor, Double Happiness, Aishida, etc., have previously enjoyed leading edge in all types of open flame cooking equipment. The domestic cookware brand Supor has brought rice cookers, induction cookers and other products to the forefront of the industry in a short period of time. This reflects the homogenous product combination, the sharing of homogenous R&D results, the sharing of common source advantages resources, and the sharing of brand homologous values. As a result, this trend will be a living force, because everyone wants a clean kitchen instead of a hodgepodge of simple branding.

Trend 5: Vertical Integration Marketing Trends The “China City Whole Kitchen Market Research and Consultation Report of 2003 in China” disclosed by the Household Appliance Market Research Group of the Market Research Institute of the State Council Development Research Center and the Beijing Gueng Market Research Center disclosed that the overall kitchen products in the next three years The potential market size is worth 78 billion yuan. The whole kitchen is a modern kitchen with a combination of kitchenware, appliances, and gas appliances. Among them, the electrical parts mainly include refrigerators, stoves, ovens, microwave ovens, range hoods, dishwashers, water heaters, rice cookers, etc. Many of them are small kitchen appliances. This foundation brings two types of integrated marketing trends: First, many kitchen manufacturers do not produce small kitchen appliances. They need to purchase products with excellent quality as an integral part of their products. The second is that this type of products are more self-built chain sales terminals, the introduction of brand-name kitchen small appliances brand joint sales to provide convenience for consumers, from the service point of view to enhance the ability to help their own development. Since this channel is a factor that constitutes an effective target consumer of small household appliances in the kitchen, this type of marketing model can also be favored by small kitchen appliance brand manufacturers.

Sixth trend: horizontal integrated marketing trend In addition to the success of the kitchen appliance industry in terms of research and development advantages, cost advantage winning, the market network management advantages decisive victory, the main reason is the terminal deciding, how many appear to be some marketing skills. Although there are many international brands in the field of small kitchen appliances, such as Philips, Panasonic, Braun, Electrolux, LG, Sanyo, Fortune, Teuff, Zoji, ACA, etc., they have not achieved strong results in the field of kitchen appliances. In addition to some products, most of the six major categories of small household appliances in the kitchen have a market acceptance process, such as mixers and dry grinders for food processing, coffee makers and tea makers for beverages, and the most concentrated breakfast items. Such as toasters, sandwich broilers, electric ovens, etc., leisure-style electric fryers, etc., even the most familiar cooking cookers are only formally accepted for the market in the past one or two years. The highest degree of living must be in the category of cleanliness, such as dishwashers, hoods, and sterilizers, and it is also the area with the highest market awareness. This kind of product cognition constitutes the characteristic also means the kitchen small home appliance is an area that the cognition accepts the transmutation very high degree of concentration, its development process fast degree depends on "the ordinary family needs for the small household appliances from the luxury goods to the consent small household appliances The gift is a kind of fashion representative, a taste of lifestyle," the speed of transfer. This transfer rate depends on the communication of the three markets. One is the communication of the general consumer market. One is the communication of the real estate market which brings 2.6 million households in the newly relocated residents' market, and the other is the wedding market with 10 million pairs of marriages per year. Communicate, and the latter two markets often consist of direct utility groups. The research and application of integrated marketing technology with the real estate market and wedding market will be an effective choice for small kitchen appliances in the kitchen, especially latecomers who break market barriers.

Trend No. 7: Concentration Trends in Market Regions According to statistics, the ratio of domestic small household appliances to domestic products is 2:1 (nearly 200 kinds of VS less than 100), and the prosperity of the small household appliances market will surely be a constant introduction and development of products. Variety process. This is especially true of small kitchen appliances. Many of the six categories of kitchen appliances have a process of market recognition. With the boundary between the product category and the level of life and awareness, the market development process will also show the process of regional sales rolling. , will be followed by the regional concentration trend (with industry statistics, Beijing, Shanghai and Guangzhou cities accounted for about 60% of the small household appliance market share). The process of kitchen small household appliances according to the degree of product life must be as follows from the low to the high: The primary market is mainly represented by the Pearl River Delta cities represented by Guangzhou and the Yangtze River Delta cities represented by Shanghai and the Beijing-Tianjin region. The secondary market is mainly based in Qingdao. Major cities such as Dalian, Fuzhou, Xiamen and Chongqing are mainly represented, and the tertiary market is a medium-sized city in some provincial capitals and more developed regions.

Trend No. 8: The OEM industry with a new brand trend of "OEM production and wedding dress for others" has a large number of distribution in many domestic industries. China has three home appliances manufacturing bases in Qingdao, Shunde and Cixi. There are as many as thousands of small home appliance manufacturers. There are more than 1,000 homes in Shunde, Guangdong, and it is the place where most of the home appliances in the field of small household appliances are handled. Many of these companies are strong and form an in-depth supporting processing industry chain for small household appliances production. Most of the spare parts are self-manufactured, and OEMs are made for international brands so that they have the advantages of technological innovation and product quality that are synchronized with the world. , scale advantages and market price lethality. For example, Dong Ling’s bread makers, coffee makers, and electric hot pots are the three largest products. Their global market share in western kitchen appliances in the global market is 50%, 40%, and 70%, respectively, and microwave oven exports have reached the top four in the country. There are many brands such as Yilong and Deyi. Dongling hired well-known film star Xu Jinglei as a brand spokesman for small home appliance products to make the best footnote for this trend. The lack of industry-recognized leading brands in the field of kitchen appliances also provides the best momentum for this trend.

The trend of the ninth: attention to brand positioning trends Most of the current small kitchen appliances focus on product features and less attention to brand, and its rise must be gradually from chaos to big governance, not only to advocate small kitchen appliances and quality of life are closely related, but also to promote A way of life to attract consumers' attention and resonance in order to recommend new product categories. Without resonance consumers will not pay for their products. In order to meet the different tastes of different consumer groups and different lifestyles, it is an important task to refine and improve the image positioning of the brand and its sub-brands. Based on this, the “brand image”, “product function”, and “product The integration of appearance, product price and after-sales service will be the key to success in the next stage of small kitchen appliances. With the establishment of this advantageous resource, the merger of R&D advantages, cost advantages, and management advantages of the market network will make it easier for businesses to generate enthusiasm for your brand and thus gain more market share.

Tenth Trend: Equivalent Elimination Trend Along with the strength of the major brands and international brands, the importance attached to small household appliances business has entered a substantive track, and the transfer of small household appliances professionals, especially high-level talents, kitchen small appliances business sector The company will enter into specialized, systematic, and branded operations. In order to compete for more market share, rely on capital advantages and R&D advantages, it will surely phase out a group of relatively weak strength, lack of R&D and cost advantages, and market network management advantages. Small card business. The rich status of kitchen appliances and the lack of genuinely strong brands are bound to increase this speed. Professionalism, systematization, and branding will also bring cooperation of channels. (The stones from other mountains can be used for jade. In the past 2003, more than 130 air-conditioning companies in China were eliminated. In the beginning of 2004, there were 100 more. Many air-conditioning brands have been difficult to see in the market. The reason is that many of them have been shut down in the channel area.) Kitchen appliances will gradually appear to be eliminated in the next few years.