Who will become the enterprise of the kitchen appliance brand in the shift cycle?

The kitchen electrical industry is entering the deep gear.

The so -called shift is the old kinetic energy of the industry, and the new momentum is brewing. Just as the automotive shifting will experience frustration, the kitchen appliance industry is undergoing "pain" of shift shifts.

In the past, real estate was one of the important momentum in the kitchen appliance industry. However, in the situation of the downside of real estate, the kitchen appliance industry has lost a core aid. For various uncertain factors such as the epidemic, the industry is moving forward in fluctuations.

According to the data of Ovi Cloud Network (AVC), the overall scale of the kitchen thermal market (smoke stoves washing the heat) in the first half of this year (smoke stoves) was 67.6 billion yuan, a year -on -year decrease of 6.7%; the retail sales of traditional kitchen appliances (smoke stoves) were 24.2 billion yuan, and 8.4%year -on -year.

During the industry shifting, "One Finance" observed that the header showed stronger pressure resistance.

As the industry's first echelon brand, the boss electrical appliances and Fang Tai are still in the top two in the first half of this year, and they have maintained forward growth. Especially the boss electrical appliances still maintain the industry's first position in multiple categories.

Of course, during the industry shifting, various kitchen appliance companies will experience short fluctuations and adjustments, which is a normal business phenomenon. We need to penetrate those "fog" and discover the real movements and long -term value of the enterprise.

New Wind: Structural changes in performance

In the first half of this year, from the perspective of revenue, the boss electrical appliances and Fang Tai still firmly occupied the status of Shuangxiong. Fangtai revealed that the growth rate of revenue in the first half of the year was dual -digit, while the revenue growth rate of boss appliances was 2.73%.

In fact, under the industry cycle of new and old kinetic energy switching, it is not necessary to see more essential changes in the overall revenue and the growth rate. Instead, it should pay more attention to the structural changes in corporate revenue. Essence

In terms of the specific business of the boss electrical appliances and Fang Tai, the core categories are range hoods and gas stoves. Like the first half of this year, these two major businesses contributed 70.47%of the revenue of the boss electrical appliances.

Although Fang Tai surpassed the boss electrical appliances in the scale of revenue, the market share of these two major core categories was less than the latter.

According to the data of Aowei Cloud Network, by the first half of 2022, the offline retail market share of the main category of boss electrical range hoods and gas stoves is at a level of 30%+, ranking first in the industry. In the online market, the two -piece smoke stove of the boss electrical appliances and the market share of the range hood are the first in the industry.

This can understand why the growth rate of the boss electrical appliances is relatively lower than that of some peers. Because most of its revenue comes from the range hood and gas stove, and these two categories are relatively mature categories in the kitchen appliance market, the market saturation is high, so the growth rate is relatively limited.

For relatively mature categories, the growth potential of enterprises has actually fallen in emerging categories. It can be seen that both the boss electrical appliances and Fang Tai are entering the dishwasher, which is digging a higher growth rate.

According to the data of Ovi Cloud Network, the retail sales of dishwashers in the first half of 2022 were 5.15 billion yuan, an increase of 11.4%year -on -year. Under the slowdown of the growth of many categories, this growth rate is a rare and dazzling existence. As far as the current stage is concerned, the performance of the boss electrical appliances on the dishwasher is better than Fang Tai.

According to the data of Zhongyikang, in the first half of 2022, the retail sales of Fangtai dishwashing machines increased by 37%year -on -year. The semi -annual report of the boss electrical appliances can find that the sales of the dishwashing machine line in the first half of this year have increased by 122%, which has become a new growth pole in performance.

We often say that choice is greater than hard work. The boss electrical appliances are stronger than Fangtai on the dishwasher, because they choose a larger direction of growth -full -size embedded dishwasher, while Fang Tai is anchoring the sink dishwasher.

Compared with the sink dishwasher, the full -size embedded dishwasher has a larger capacity and can put more tableware. For the people who are more practical, large capacity is undoubtedly more popular.

This is directly manifested in market figures. According to Aviyun.com, in the first quarter of this year, the retail sales of full -size embedded dishwashers online increased by 46.9%year -on -year, and retail sales increased from 15%in 2019 to 32%in the first quarter of this year, while the sink The dishwasher is declining.

It is not formed overnight to occupy the head position or maintain high -speed growth on multiple categories, but from the layout of the boss electrical appliances as early as many years ago.

Many years ago, the boss electrical appliances have begun to consciously adjust the structure, and have completed the layout of new categories such as steaming baking all -in -one, dishwasher, set products, washing and discharge machines, integrated stoves, refrigerators and other new categories. At that time, many brands were still immersed in the dividends brought by real estate.

As the industry moves forward in dynamics, the boss electrical appliances choose the correct category direction while integrating accumulated capabilities and experience to produce a thick accumulation effect.

Obviously, the boss electrical appliances are walking on the way to the differentiation of category and achieve self -evolution.

The differentiated concept under common problems

Although the boss electrical appliances and Fang Tai have different category structure and performance, both and kitchen appliance companies are facing a common problem.

That is, the old kinetic energy is fading, how to find new kinetic energy?

What is the old kinetic energy? Real estate is undoubtedly an important pole. In the past, engineering channels have been an important source of revenue for kitchen appliances companies. However, the real estate has shown a downward trend, and the major kitchen appliance companies are responsible for the risk of recruiting bad debts, and the growth rate of revenue is under tremendous pressure.

In this situation, testing the strategic vision of kitchen appliances companies, should we stabilize the accounts receivable and abandon the short -term revenue growth rate, or continue to increase the account receivable for the good -looking number in revenue? Different companies have made different choices. In order to ensure the receivables on the engineering channel, the boss electrical appliances did not blindly chase the market share, but instead ensure sufficient market share. Although the growth rate of revenue is less than that of some peers, the basic disk is more stable.

From the perspective of the entire industry, the old power of the real estate seems to shorten the life of the enterprise.

In fact, the growth of an enterprise is not a straight line, but a cyclical type.

Enterprise life cycle theory pointed out that the dynamic trajectory of enterprise development and growth, including development, growth, maturity, and decline.

As long as the company finds new kinetic energy before recession, it can actually keep youthful and achieve cyclical and periodic growth.

So, what will the new kinetic energy be? In fact, when the kitchen appliance industry enters the buyer's market, companies need to look at users to find new kinetic energy.

This requires companies to prevent the business ideas of looking up and overlooking users. Instead, they need to start from the perspective of the user and truly understand what they are thinking and what they want.

In the kitchen appliance industry at the moment, many brands are still limited to corporate thinking, that is, the product parameters are constantly rolling, blindly stacking performance, and conducting hardware arms competitions. However, the development of hardware requires time. Once the hardware iteration slows down, the company will reach a confused crossroad.

In essence, this actually shows the limitations of some kitchen appliances companies' thinking, that is, only the vision and imagination are limited to the kitchen. For innovation, there is no need for deep anchoring users. Users abandon and are pulled away by their peers.

When the kitchen appliance company's in -hardware arms competition on the hardware, "A little Finance" observed that the boss electrical appliances first jumped out of the hardware roll circles, but instead stood at the height of the user's perspective to tap the market demand and plan future strategy.

"From the kitchen electrical appliances to focusing on cooking, it shifted from the perspective of the enterprise to the user perspective."

Through the speech by He Yadong, a senior vice president of the boss appliances in July this year, we can find that the boss appliances are becoming a "user type" enterprise.

From the specific actions, the annual home banquet, Chinese cooking contest, food education promotion, cooking creator conference, etc., all allow the distance between the boss electrical appliances and the user.

Compared to other kitchen appliances companies still use unidirectional private domain operations, and even more traditional questionnaire surveys, this user communication method of boss electrical appliances undoubtedly allows the brand image to be more temperature and strengthen user stickiness. Deeply grasp the user pain points and help product research and development.

Even though many kitchen appliance companies use two -way user communication methods, they are often pulse, that is, there is no follow -up after the communication is over. Real user -type companies grow up with users. In fact, the company will eventually benefit when the user grows and emits more demand.

In the in -depth interaction with users and growing up, the boss electrical appliances discovered digital new kinetic energy. And this is also the new driving force of the entire kitchen appliance industry.

In essence, the kitchen appliances are actually serving the cooking, and the cooking can be divided into three stages: the first stage is to change the food from living, so the cooking utensils such as pottery tanks are produced. Only the environment and reducing cooking work have only products such as range hoods and gas stoves. In the third stage, use digital cooking methods to reduce the dependence on skills and stimulate the creativity of cooking.

From the perspective of market scale, according to national policy planning, during the "Fourteenth Five -Year Plan" period, the proportion of digital economy will reach 10%of GDP. In contrast, real estate currently accounts for only 7%of GDP. It can be seen that digitalization means a more imaginative market depth for the kitchen appliance industry.

Looking at it, many kitchen appliance companies are doing smart kitchen appliances, but they only stay in the basic IoT and simple interaction, and they are still stacked on hardware. This leads to the logic of their so -called smart kitchen appliances is one -way and not humanized, as if manipulating a cooking machine without emotion, which causes a very poor experience.

Good products must be able to liberate and develop humanity. From the perspective of boss electrical appliances, digitalization is not a simple hardware -centered business logic, but a user -centric full -link cooking scene to experience business logic. It is necessary to turn the machine passive to active, and interact with users to learn user habits to learn user habits. , To complete better cooking. On August 30 this year, the new product of the Roki digital kitchen appliances released by the boss electrical appliances is such a product.

Digitalization is a long -term strategy that cannot generate obvious economic benefits in the short term, and it also needs a lot of investment: In the first half of this year, the research and development investment of boss electrical appliances reached 169 million yuan, an increase of 18.08%year -on -year.

But the anchor point of the digital strategy is the future, and will help the boss electrical appliances continue to maintain vitality in the later period. This forward -looking vision and strategic pragmatic show that the boss electrical appliances have jumped out of the traditional kitchen appliance company in operation. This can help the boss electrical appliances continue to lead other brands on the new track, have more growth possibilities, but also create more value for users and society.

Enterprises can be born and run for a long time because it solves the real problems of users at the social level and meets their needs.It can be seen that the boss electrical appliance is changing from focusing on business value to social value, which will release more value potential for it in the future.Looking at the moment, in the uncertain cycle, some companies have retreating, while others have faced difficulties.The boss appliance is actively shifting to form new kinetic energy, crossing the fog at a steady speed.

However, many industry observers have not opened the clouds and fog to see the sky, which is too short -sighted and superficial.

It is destined to have a completely different destiny with people who spend half a second, and people who can't see the essence of things for a lifetime.

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