Kitchen appliances will become the second home appliances industry

Affected by a variety of factors including the persistence of real estate control policies, the subsidy policies of home appliances to the countryside, and old-fashioned rebates, the overall prosperity of the home appliance industry declined. The reporter learned from the China Household Electrical Appliances Association that the growth rate of the home appliance market this year is still declining. In the first three quarters, the market size of white and black electricity fell by 10% year-on-year.

This cold wind has also spread to the kitchen power industry. The situation of the kitchen power industry at the beginning of this year is also not optimistic. According to the survey data of Zhongkang, the accumulated sales and sales volume of major kitchen appliances (suction hoods, gas stoves, and sterilizers) in the first half of the year all showed negative growth at different levels.

However, due to the stimulation of energy-efficient subsidy policies and the "last train" effect of home appliances to the countryside, the growth in home appliance revenue and earnings in the fourth quarter was even better than that in the third quarter, and the trend in the industry sector is expected to increase further. In the interview, Peng Zhong, assistant to the president of Zhongyi Kang, said that taking into account the complex economic situation at home and abroad in the current period, it is unlikely that the small household appliance industry will maintain high growth, but the decline rate is much more moderate than that of large home appliances. Rice cookers and other industries have even seen positive growth.

Zhong Yikang predicts that several small household appliances industries will have sales of over 10 billion yuan this year. Among them, the sales of rice cookers, induction cookers, and water purification industries will all exceed 10 billion yuan; the water purification industry is expected to grow to 12 billion yuan this year on the basis of over 10 billion yuan last year; the induction cooker industry is expected to reach 10.4 billion yuan; the top three rice cookers The quarter has completed 8 billion yuan, and it is expected to reach 10.6 billion yuan in the whole year; the electric kettle industry also achieved volume and volume in the first three quarters.

As the average profit rate of the kitchen appliance industry is as high as 30%, which is far higher than that of conventional home appliances by 5% to 10%, and some European-style cooker hoods have a profit of even as high as 300%. Therefore, in recent years, there are also “home appliances” in the kitchen electric plates industry. "The last profitable highland in the industry."

Compared with high profits, the market penetration rate of domestic kitchen appliances is still not high, and it is still at the initial stage of growth. Statistics from the Samsung Institute of Economics of China in 2007 showed that the household penetration rate of dishwashers in the United States, Germany, France, and Britain reached 60% to 70%, while the penetration rate of household dishwashers in large and medium-sized cities in mainland China was less than 1%. The household penetration rate of microwave ovens in large and medium-sized cities in China is about 10%, while the penetration rate in developed countries has exceeded 80%; of the 100 million urban households in China, the overall cabinet ownership rate is only 6.8%. 35%.

The face of up to 30% of the industry's average profit margin, not only to allow professional manufacturers to take root, but also attracted the rush of traditional home appliance giants. The total output value of the kitchen electrical industry has exceeded 150 billion yuan, becoming the pillar industry of the home appliance industry. Under the combined effect of the three factors of product, consumption and society, the average annual compound annual growth rate of the kitchen and electric industry will exceed 15% in the next five years. The potential is still huge. Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, said that in terms of sales, kitchen power will become the second largest electronics industry in the refrigeration appliance industry, second only to air conditioners and refrigerators.