Question & Answer
2018 the first quarter of the embedded kitchen electricity: slowdown does not change the trend of late
Although the continuous regulation of the real estate market and the instability of the macroeconomic environment have a certain impact on the household appliances industry, but throughout the first quarter of 2018, the whole household appliances industry continues its previous development trend. From the perspective of the embedded kitchen electricity market, the relevant data show that the first quarter of 2018, the growth of embedded kitchen electricity has slowed down.
According to Zhongyikang's data, the retail sales of embedded electric ovens in the online market in the first quarter of 2018 were 76.55 million yuan. The retail sales fell 5.1%, 19,000 units and 1.1% year-on-year. The retail sales of embedded electric ovens in the first quarter of 2018 were 49.366 million yuan, the retail sales fell 15% year-on-year, and the retail sales increased 11,000 units year-on-year. The retail sales of embedded microwave ovens were 16.121 million yuan, an increase of 45.6% and 0.7 million units, an increase of 40.5%. The retail sales of embedded microwave ovens were 113 million yuan, an increase of 27.6% and 24 million units, an increase of 26.18%.
In the offline market, the retail sales of embedded electric ovens in the first quarter were 320 million yuan, 17.8% lower than the previous quarter, 48,000 units, 18.1% lower than the previous quarter; the retail sales of embedded electric ovens in the first quarter were 393 million yuan, 20% lower than the previous quarter; the retail sales of 58,000 units, 61% lower than the previous quarter; and the retail sales of embedded microwave ovens were 61% lower than the previous quarter. Retail sales of furnaces were 83.944 million yuan, down 10.3% and 19,000 units, down 16.5% compared with the same period. Retail sales of embedded integrated machines were 156 million yuan, up 33.9% and 15,000 units, up 32.4% compared with the same period.
From the market performance throughout the first quarter, the growth rate of embedded kitchen electric power slowed down, but the performance of embedded integrated computer is the most dazzling.
From the external environment, the external cause of the slow growth of embedded kitchen power is the staggered peak of the Spring Festival. Compared with previous years, the Spring Festival in 2018 is relatively late and is approaching 3.15, which makes the overall promotion rhythm poor. On the other hand, as a kind of home decoration products, the first quarter itself is off season, which also affects the whole market to a certain extent. From the internal level, due to the continuous regulation of the real estate market, the number of new home improvement households decreased, resulting in a slowdown in terminal demand.
From the number of brands, Zhongyikang monitoring data show that in the first quarter of 2018, there were 16, 71, 54 and 41 brands of embedded microwave oven, electric oven, electric steaming oven and integrated machine, respectively. From the new product models, the market participation of embedded kitchen products is very high. Considering the terminal market, compared with kitchen products, the market participation of embedded kitchen products is very high. Products, the entire embedded market is in the high-speed growth period.
Brand, embedded kitchen electricity has become a new driving force to promote brand sales growth. Taking Fangtai as an example, Fangtai maintained medium and high-speed growth in the first quarter, but its main growth point came from the sink dishwasher and embedded kitchen electrical products. The sink dishwasher and embedded oven and steamer promoted the overall sales of Fangtai kitchen electric power and directly improved its performance. Another example is Huadi, which grew by more than 30% in the first quarter. The increase brought by dishwashers and new embedded products can not be ignored. The same is true for Mei's kitchen appliances, which grew by more than 40% in the first quarter, with dishwashers and embedded kitchen appliances contributing equally. The sales volume of Deyi electric oven and electric steamer increased by 90.74% and 75.46% compared with the same period.
In terms of products, all major mainstream brands launched new embedded products throughout the first quarter. In 2018 AWE, Fangtai launched a high-temperature steaming oven "inheriting ancient methods, steaming all through" and Tiantian Z2M7 steaming and baking micro-set which won the 2018 German "iF Design Award". The owner introduced the new three-core steaming box S228, its new fast steaming and slow stewing mode, which can match the ceramic stewing pot to achieve the function of water-proof stewing. Huadi has introduced two new products, JZD50-Z6B and JZKD50-ZK2A, which are mainly used in 50L and intelligent menu. Shuaikang also introduced embedded series, including embedded electric oven, embedded steam oven, embedded steaming and baking machine.
In addition, Germany and Italy have also brought "Zhi" series of ovens and ovens, the main new product is "precision once", precisely control the temperature of the ovens and ovens, enjoy the intelligent experience and delicious results of cooking. FUN's two generation of ovens and many new dishwashers come out. Haier has introduced Yunyue embedded electric oven and steam oven series, which are divided into FTF color screen intelligent series and LED display series. The temperature of steam oven is as high as 120 C.
In terms of categories, from the first quarter of 2018, the share of retail sales in the sub-market of various types of embedded ovens and the year-on-year growth, AVC offline channel data show that the proportion of retail sales in the price segment of 3500-3999 yuan is 3.2%, which is 2% higher than that of the previous year, and the proportion of retail sales in the price segment of 4500-4999 yuan is 4.4% and 5% respectively. The retail sales volume of the price segment of RMB 1000-5999 is the highest, accounting for 10.3%, but the retail sales volume share has declined by 3.4%, the retail sales volume share of RMB 6000-6999 is 10.0%, the retail sales volume share of RMB 7000-7999 is 7.5%, but the retail sales volume share has declined by 0.6% and the retail sales volume share of RMB 8000-8999 is 7.5%. The retail sales volume of the price segment of 9000 yuan and above accounted for 7.3% and increased by 2.1% compared with the same period of last year.