The kitchen and bathroom appliance market was once called “the last piece of profit cake in the Chinese home appliance market”. There were thousands of brands during the peak period. The high school and low-end streets were mixed, and the reshuffle did not change the status quo of the industry. It will be halfway through 2018. In the unpredictable market, what kind of pattern will happen in the kitchen and bathroom market?

“fine decoration” is coming, the kitchen and bathroom market is facing new challenges

Beginning in 2018, the province's many provinces and cities have released policies to popularize “fine decoration”, and traditional rough houses and clean water houses will be rapidly reduced on a large scale. The real estate business "fine decoration" is coming, the kitchen and bathroom market is facing new challenges, and the era of "wolf is less meaty" has arrived.

According to the data from the Data Center of Titian, the “real estate” fine decoration procurement has two obvious characteristics. First, the brand is the price. The brand is mostly a first-line professional brand or a multi-category brand-name home appliance. On the one hand, for the brand effect, another On the one hand, the price is dazzling.

According to the data, real estate developers are eager to buy brands such as “Fang Tai, Wan Jia Le, Boss, Vantage, Siemens, Wanhe” and other professional brands, as well as diversified home brands such as Haier and Midea. Strong "Schindler, striker, fire king" and other brands.

The reporter visited Zhongshan Shijie Appliance KI Store, Gome, Suning, Wuxing Building Materials Market and Fuyi Decoration Plaza. The real estate merchants purchased some first-line brand price range of 1,500 yuan -2100 yuan per set, and corresponding to the first-line brand store channel purchase price For 2350 yuan -3950 yuan, real estate developers directly cooperate with manufacturers to customize low prices, regardless of the size of the brand kitchen and bathroom appliances dealers or agents directly suffered a serious impact, the second is real estate developers and well-known high-end or brand-name home appliance manufacturers cooperation, no doubt Thousands of kitchen and bathroom appliances are an embarrassing choice in the face of new demand.

Director Su of the Gome Store in the West District of Zhongshan City said: "In recent years, many home appliance brands have begun to grab the real estate hardcover market. Some professional or well-known brands, in order to seize market share, custom products are available at low prices, although the configuration is lower than the traditional The price of physical store channels, but for real estate developers, the benefits of the brand effect are huge."

In addition, real estate developers packaged sales to eliminate intermediate links. "Fine decoration" bag to stay, eliminating the middle of the "consumer's own purchase of home appliances, home, decoration materials," and other hard-wearing parts of all goods, the picture of the heart of the direct bag to stay, requires a little higher quality, but for the entity For the store, there is no entry point to enter the hardcover session.

For the small and medium-sized home appliance manufacturers, thousands of small and medium-sized brands have no advantage in the hardcover era, mainly because of the “first-line horizontal line price rushing to buy hardcover market”, the first-line price is out of the three-four-line channel. The price is almost inaccessible to the hardcover market.

In particular, looking at the retail sales of the kitchen and bathroom industry in 2017, more than 75% of brand sales are due to the rapid growth of e-commerce share, which seriously affects the sales performance of physical stores. It can be said that in 2018, the entire kitchen and bathroom appliance market will usher in a raid and a new transformation.

Technology-driven development, intelligent kitchen and bathroom integration is an inevitable trend

With the continuous development of the society, people's leading in science and technology is also reflected in all aspects. Just like the kitchen appliances that everyone pays attention to, it is well reflected. Compared with the traditional products, the kitchen appliances are more human and intelligent. It can meet people's needs in many ways and bring convenience to their lives.

Kitchen and bathroom appliance enterprises in the important position upstream of the home appliance industry chain need to take the lead in reform in the new round of development, constantly relying on innovative technologies to drive the development of the home appliance industry, continuously injecting a steady flow of momentum into the industry, providing innovative hardware and Technical support, constantly innovating to meet the market trend and promote the healthy development of the industry.

At the same time, with the change of consumer consumption concept, the interest in the whole kitchen is getting higher and higher, and the information obtained from the market also indicates that consumers are in urgent need of one-stop service of cabinet electricity.

“Overall kitchen and bathroom” is bound to become a new trend in the development of the kitchen appliance industry because of its effective integration of resources in various sectors. It is estimated that in the next five years, the market space of “total kitchen and bathroom” will reach more than 40 billion yuan. If a large number of kitchen and bathroom electrical equipment are matched with it, the market space is expected to reach 100 billion yuan in the next 10 years. huge.

However, when the huge market space shows infinite potential, the overall requirements for hard kitchen products for kitchen and bathroom products are also increasing. Xiaoliang, a home appliance store in Zhongshan Shijie Fuyi Decoration Square, told reporters that “the kitchen and bathroom appliances are more personalized in terms of product appearance, and the performance is intelligent. It must not only meet the aesthetic requirements of the people, but also meet the aesthetic requirements of the people. It can reflect the characteristics of intelligence and humanity, and energy conservation and environmental protection and human intelligence have become important standards for measuring an excellent product."

Of course, in addition to the above, the future construction of the brand is also very important. For the company, no marketing strategy can replace the brand. The brand has two major advantages: the product premium advantage, the premium rate of branded goods is more than 30% than that of non-branded goods; secondly, the brand conquers the consumer's mind. Larger and more capable enterprises should strengthen brand building and lay a leading position in the industry. This is the so-called “weak market to be a brand and strong market to do market”.

"This is the best era, this is the worst era." Dickens's famous saying is still applicable to the kitchen and bathroom industry facing fierce competition. With the advent of "fine decoration" and "intelligent integration", For kitchen and bathroom appliance companies and even kitchen and bathroom dealers, transformation is necessary and necessary!

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