On August 26, the 2020 working meeting of the Kitchen Appliance Professional Committee of China Household Electrical Appliances Association was held in Jiaxing, Zhejiang Province. More than 30 representatives from more than 20 companies, including Boss Electric, Haier Smart, Midea, Fanta, Bossi Home Appliances, Huadi, Hisense, Panasonic, Whirlpool, etc., attended the meeting.
Although the spread of the epidemic to the installation of kitchen appliances market has brought a great impact, but through the epidemic after the people's consumption habits and habits of life change, the participating companies of the kitchen appliances of the future "to embrace the development of technology and consumer upgrading" towards the judgment is more clear. Because of this, the first working meeting after the epidemic, did not show too much negativity, on the contrary, the whole meeting overall positive atmosphere, content focus, the meeting was very fruitful.
Special 2020, special market performance
Looking back at the first half of 2020, Liu Zhao, deputy secretary general of the China Household Electrical Appliances Association, believes that although the overall situation in the first half of the year is grim, but the Chinese home appliance industry has shown a strong resilience to development. National Bureau of Statistics data show that in the first half of 2020, in the home appliance industry, the refrigeration industry, which is mainly based on refrigerator and freezer products, performed the best, with a cumulative revenue growth rate of -4.04% and a cumulative profit growth rate of 3.61%. The air conditioning industry performed the worst, with cumulative revenue growth of -21.1% and cumulative profit growth of -20.8%. Kitchen appliance industry is in between, with cumulative sales growth of -12.8% and cumulative profit growth of -12.7%. Product point of view, Aowei Yunwang data show that dishwashers and micro-steam grill integrated composite machine and other products market performance.
For the second half of the market forecast, Liu Zhao believes that in July, the market performance of the home appliance industry, did not continue to June's growth trend, which may be "6.18" the result of early promotions. Based on this, she believes that companies should seize the future growth of dishwashers and other categories to focus on the layout, by means of service and experience to further tap the stock market, focusing on the study of future trends in the shape of the kitchen.
Technological development to embrace consumer upgrades
Although the "war epidemic" campaign to make the 2020 kitchen appliances market ups and downs, but after this campaign, through the observation and analysis of consumer spending habits and habits of life change, kitchen appliances business unanimity! Consumers' desire for a better life has not changed. In the future, the development of technology to embrace consumer upgrading will be the main theme of the kitchen appliance industry.
Based on this, Zhao Jihong, president of Boss Industrial Group, emphasized many times in his speech: "The spring of technicians has arrived. Realizing consumption upgrading with technological development will expand the scale of the kitchen appliance market, and the future kitchen appliance market will have unlimited space for growth." As a matter of fact, Boss Electric has already carried out useful and effective exploration in this direction. At the meeting, Mr. Wang Jiaming, assistant director of Boss Appliance Research Institute, shared the results of Boss Appliance's exploration in intelligent integrated kitchen.
Wu Yong, Vice President of Haier Home Automation, General Manager of Haier Kitchen Appliance Industry and General Manager of Living Appliance Industry, took the development of the refrigerator industry as an example to illustrate the viewpoint that there is a huge space for the future development of the kitchen appliance industry. He said: "Around 2005, Haier refrigerator plans to exceed 10 billion yuan in annual sales, which was considered a huge growth at the time. But let's look at Haier refrigerators today, annual sales have been tens of billions of yuan. What happened in between? It is the consumption upgrade. Now the mainstream refrigerator products are open-door refrigerators, which are very different from the refrigerator products in 2005. After such a consumption upgrade, the entire refrigerator market is bigger, and all brands have benefited from it." Wu Yong said that the future market of kitchen appliances is a market with a larger capacity than the refrigerator market. "People's desire for a better life is certain, and we want to tap into their desire for a better life brought about by the upgrading of home appliances. Through product upgrades, we can bring users a better experience and provide better services to create a brand new kitchen appliance market." He also emphasized that sales formed through live banding and other forms of sales, as well as the refurbished market mostly choose low-end kitchen appliances, will hurt the user's experience and hinder the user's knowledge of kitchen appliance products.
According to the United States of America kitchen heat business unit research institute director Li Zhonghua, in order to meet the user experience, the mining of scene innovation. At present, the United States has the user experience as an important consideration in product innovation, and has a "veto power". At the same time, the United States through the analysis of big data, small data combined with algorithms, hoping to be able to do the integration between single product intelligence and cross-border intelligence, with intelligent solutions to the pain points in the scene.
Dr. Tang Xiangwei, Director of the Advanced Research Department of the Microclean Division of the United States, said that the market trend of the rapid development of micro-steaming and grilling composite all-in-one machine has been very obvious. How in the cooking process, the micro, steaming, baking three major functions for the combination of switching to meet the cooking needs, is the micro-steaming grill composite all-in-one machine research and development direction.
Jiang Zhiping, deputy director of research and development at Fontainebleau, believes that the future of kitchen appliances, will transition from meeting user needs to creating demand stage, combined with the health needs of the kitchen appliances will be the future direction.
Zheng Quan, Electrolux product manager, believes that from the development of technology to consumer demand, which also requires some transformation. "Consumers nowadays, especially 'post-90s' consumers, do not look at the product parameters, they look to meet their own needs."
"Our government has put forward the guiding ideology of 'domestic and foreign double cycle to promote each other', to take advantage of the domestic mega-market to build a large domestic cycle. The richness and diversity of China's diet provides a broad space for the development of kitchen appliance products, and also poses a challenge for technological upgrading and product upgrading." Wang Lei, vice president of China Household Electrical Appliances Association, said, "Through this meeting, each enterprise's understanding of the future development of kitchen appliance products has converged, and it is believed that this meeting will bring an important impact on the future development of the kitchen appliance industry." She emphasized that 2021 is the opening year of the "14th Five-Year Plan", and hoped that enterprises can maintain strategic stability and set strategic goals in line with the characteristics of the times and the stage of the enterprise.