2012 Kitchen Electric Industry: Winter Positive Energy

The home appliance industry is closely related to the property market. In 2012, housing prices continued to remain high, and the home appliance industry was also sluggish. Some experts analyzed that 2012 will be the harsh winter of the entire home appliance industry. Sales of several major product lines of home appliances will increase year-on-year. The slowdown, the growth rate of listed company performance has also shown a significant slowdown, compared with the ups and downs of previous years, this year's appliance industry is too weak. How should the kitchen-electricity industry, which has a closer relationship with the property market, weather the ice-breaking period?

The positive energy in the winter in 2012 kitchen electricity industry inventory

The sustained slowdown in the domestic economic growth rate, the real estate industry's sluggish direct reduction in consumer demand for the home appliance industry, the trade-in policy, etc. have come to an end. Under severe circumstances, we have also seen a lot of positive energy. The innovation and transformation of kitchen electric companies have not Stop.

On June 1, 2012, the energy-saving subsidies were formally implemented, including five major categories of energy-saving household appliances such as air conditioners, flat-panel TVs, refrigerators, washing machines, and water heaters. Among them, subsidies for gas-fired water heaters, solar water heaters, and air-energy heaters reached 200 yuan - 600 yuan, which shows the country's emphasis on new energy products.

In September 2012, two domestic gas appliance giants introduced new products of gas water heaters, which greatly improved the product's intelligence and comfort. More importantly, the products made up for the gap of domestic brands in the high-end market of gas water heaters.

There are too many OEM OEM companies in the kitchen appliance industry. They deliver products for the first-line brands in the industry, and then sell them by OEM. Then where is the OEM's own way out? In today's era of brand recognition, how should OEMs transform?

In the inventory of the kitchen and electric appliances industry in 2012, we will focus on the above issues and interpret the positive energy in the winter of the kitchen electricity industry.

On November 30, it will be the last day of implementation of the “Home Appliances to the Countryside” policy. Recently, the "Notice on Stopping Execution after the Home Appliances Going to the Countryside Policy Expires and Other Related Issues" was issued. On November 30, 2012, 10 provinces and municipalities such as Inner Mongolia, Liaoning, Heilongjiang, Anhui, Hubei, Hunan, Guangxi, Chongqing, Shaanxi, etc. The rural policy ended as scheduled.

The role of household appliances in the countryside driving the economic development of the entire home appliance Needless to say, the end of the home appliances to the countryside, there is speculation that a new round of home appliances to the countryside is about to integrate with TM, as to when it can be implemented, is still unknown, for the entire industry downturn The situation is undoubtedly worse.

Energy-saving subsidies turned into an inflection point in the industry

June 1 this year, the implementation of energy subsidies policy, including refrigerator subsidies 70-400 yuan; washing machine subsidies 100-260 yuan; 200-600 yuan subsidies for water heaters. According to preliminary estimates, the subsidy amount is about 10%. Although the amount of subsidies for energy saving is small, it is better than nothing, which stimulates consumption of household appliances to a certain extent.

Gas water heaters, air-energy water heaters and solar water heaters are all in the ranks of energy-saving subsidies. This subsidy gives new energy companies lower thresholds and higher subsidies, which can promote the rapid development of solar and air energy industries.

The purpose of energy-saving subsidies is to encourage consumers to purchase energy-efficient home appliances to drive consumption, and also support manufacturers to launch energy-saving products. The energy saving subsidy policy has been implemented for half a year. There are still some problems to be solved. For example, the number of products that can enjoy energy saving subsidies is too small; the amount of energy saving subsidies is too small, and the highest price can only reach 10% of the product price. It is fundamentally difficult for consumers to The purchase direction. These problems still need to be solved step by step, but in the past six months, the energy-saving subsidies can be said to have given a strong boost to the weak home appliance industry, and there has been a gradual recovery in the second half of the year.

The author's point of view: Energy-saving subsidy policy has been implemented for half a year, kitchen and electrical appliances product line more than dozens of good, only in water heater products to promote energy-saving subsidies is still far from enough, energy-saving subsidies have yet to be promoted in other kitchen electrical product line, in addition, energy-saving subsidies The intensity is still too small to be able to fundamentally influence the direction of consumption, so that consumers can really enjoy benefits from energy-saving subsidies. Obviously it will take a long way.

Bathing into the smart age

Wanhe and Wanjiale are the two gas kings in China. In September 2012, the two giants invariably launched Zhizhi products in the field of gas water heaters, which truly marked the entry into the smart era in the field of kitchen appliances.

PS: Wanhe new water heater uses a smart operating system, precise temperature control and real-time display of parameters such as consumption of gas, water, thermal efficiency, allowing users to intuitively see the working status of the product.

In the high-end water heater market, consumers are no longer confined to functional requirements such as safety, comfort, and energy saving, but they are pursuing a personalized, intelligent, humanized hot water lifestyle, paying more attention to the product's appearance from design to internal functions. The respect for style and humanity.

Previously, in the field of water heaters, domestic brands have been playing a key role in the low-end market. High-end markets have been occupied by foreign brands all the year round. When consumers' living standards have improved, the demand for high-end products has become more apparent, but there are no domestic brands to meet the growing demand. Consumer demand, this is undoubtedly the sadness of domestic brands.

Wanhe and Wanjiale have successively released their high-end products, striving for excellence in terms of performance indicators such as design and constant temperature and energy saving. In addition, in terms of intelligence, the product also incorporates a smart bath bathing mode. While other brands are also committed to home hot water solutions, the two domestic giants have begun to implement hot water solutions tailored for each family member in smart products.

The concept of intelligent home appliances has been proposed for several years. The results of household appliances are particularly evident. This time, Wanhe and Wanjiale launched smart water heaters, which undoubtedly fill the gaps in the entire water heater field and even the kitchen electric field. This year, the overall situation of household appliances is not optimistic. The development of enterprises and product technology research and development have not stopped. There are dozens of product lines for kitchen and toilet appliances. In 2012, gas water heaters will take the lead and will inevitably shake up the pattern of the entire kitchen and electric industry.

From the OEM to the independent brand kitchen and electricity companies in the transformation
In South China, there are countless OEM companies that deliver products and technologies for well-known brands in the home appliance industry, and OEM sales. This is OEM that we often hear, namely OEM production. Nowadays, the increasingly fierce brand competition, how to go from behind the scenes to the stage, where the foundry companies out. If the company develops to a certain scale, it will inevitably face a transition. In the future, kitchen power may not be the boss, and Fang Tai is the only one.

One of the most profound words that impresses the author is that OEMs will always look at the faces of others. It is not difficult to do OEM, but any OEM company will encounter a bottleneck, the continuous supply of products to customers, help customers grow bigger, they can expand, but to help customers grow, the customer will leave the OEM, to independent research and development production The product, which is also the sorrow of OEM companies.

Weibo is just one example among countless OEM companies. In 2012, Weibo entered the most important year of implementing strategic transformation. OEM is the OEM and sales, but it itself involves more than brand promotion and channels, the current domestic market for electric water heaters tends to mature, high-end has Haier, low-end Wanhe, Shuaikang, and A. O. Smith, Siemens and other foreign brands are eyeing, it is easier to do brand.

Since 2006, the company has been branding. After 6 years, Weibo has gone from obscurity to CCTV's famous brand, covering the entire country. The hardships need not be mentioned. After all, OEM is not a long-term solution. After all, the company must transform itself. Weibo has pointed out the direction for numerous OEMs.

Editor's point of view: From OEM to self-owned brands, this is the path that many companies have taken. However, for a man who is nearly 40 years old before choosing this road, the hardships of the road may only be known to himself. From obscure little brand to OEM factory to today's electric water heater expert - Weibo, Zhang Yumin tells everyone with his own practical actions, "It's not impossible, just think!"

2013 Kitchen Appliance Industry Outlook

Despite the above-mentioned multiple negative factors, the overall operation of the home appliance industry in 2012 was poor, and the development of several major core brands and product lines in the kitchen appliance industry was slow. In 2013, the kitchen power market is expected to take the lead out of the downturn and get out of a slight upward trend. According to forecast data of Beijing Zhongyekang Era Market Research Co., Ltd., the retail sales of the water heater market in 2013 will reach 39 billion yuan, a year-on-year increase of 6.6%, and the retail sales of gas stoves and range hoods will reach 21.4 billion yuan and 14.5 billion yuan. Increased by 0.5% and 4.8% respectively. Source: Zhongyi Kang's monthly monitoring data for 7,290 stores in 942 counties and cities.

The industry can only recover from policy support. In 2013, the energy saving subsidy policy will become more mature and mature. In addition, the new policy of integration of home appliances to the countryside and trade-in is expected to be introduced in 2013 as a major favorable policy to drive the entire home appliance market. .

The development of the industry is inseparable from the leadership of leading companies. Even if the situation in 2012 is so sluggish, we can still meet the efforts of companies such as Wanhe and Wanjiale in technological R&D and new product promotion, and improve their core competitiveness to be able to be severe. The situation does not stand up.

Written in the end: As 2012 is about to pass, the kitchen and electric industry, though sluggish, has emerged with positive energy one after another, which has driven the industry forward. In 2013, the kitchen and electric industry hoped to support policy and macro-control of the real estate industry. The real destiny was in their own hands. How to improve the competitiveness of the brand and ensure its invincible position, domestic brands still have a long Way to go.