Kitchen appliances profits can shuffle pretty inevitable long?
Chinese kitchen electric industry average profit margin of up to 30%, far higher than the traditional big 5% -10%, household appliances, kitchen electric industry price war will be inevitable
Recently, a number of domestic appliance giants such as
Changhong
Haier, Midea, etc. moving into areas of the humble kitchen appliances, the war has been ongoing
Mobile
, Digital, color TV, refrigerator, washing machine market to find a new addition to the main battlefield. Kitchen electric market suddenly become the main reason Phoenix is its high profit margins. Well, the Chinese appliance market in the current environment of generally low-profit, this industry has a high profit margin Why? CLP's profits could kitchen how long?
Electric kitchen at the initial stage of China
Compared with developed countries, the Chinese kitchen appliance market penetration remains relatively low at the initial stages of growth. Currently the United States, Germany, France, Britain and other countries dishwasher household penetration rate has reached 60% -70%, while the family dishwasher Mainland cities less than 1% penetration rate; China cities
Microwave ovens
Home penetration rate of about 10% penetration rate in developed countries has more than 80%; about 100 million Chinese urban households, the overall rate for the cabinet's own 6.8%, while European and American developed countries 35%.
Chinese kitchen electric market potential. In recent years, China's sales of kitchen electric rate of 35% per year increase, which
Cooker
20% annual growth rate of -70%, while digital phone, color TV and so the market growth rate was only 10%. The next 10 years China had approximately 33% of households moved into new houses at an average annual 260 million kitchen appliances needs. Electric kitchen the next 5 years China will have more than 50 billion yuan of market development.
Chinese kitchen power industry average profit of up to 30%, far higher than the traditional big 5% -10%, household appliances. Many European
Range hood
Profits even as high as 300%, it is profiteering. It is reported that the average profit margin of domestic flat-panel TV is only 2%, while the number of domestic mobile phone is even more business losses.
The face of high profits, large kitchen appliance manufacturers have access to electricity market, competition for market profits, in which Changhong, Midea the biggest such company actions. Early July 2007, Changhong has announced that the annual production capacity to spend more than 3 million new units, the main R & D Manufacturing
Range Hood
, Gas stoves, disinfecting cabinet, Yuba and other kitchen appliances and kitchen accessory products; in September 2007, the United States in the household appliances kitchen appliances group affiliated companies, electric companies combined to form the bathroom, "the whole kitchen and the Department."
Bullish on China by foreign enterprises have begun to profit kitchen electricity market, have entered the market. 2007, Siemens began preparation kitchen production base in Nanjing, is expected to eventually will reach 160 million U.S. dollars investment. Panasonic, Electrolux, also to the whole kitchen appliances for the kitchen electric market entry point into China; the world's top brand kitchen appliances Kohler also announced the United States should increase investment in China.
Kitchen where the power market with high profits to
Overall brand kitchen electricity market concentration is low, especially in the low-end products. Currently involved in kitchen electric products in China no less than 400 brands, but annual sales of more than 10 million units in less than 20, sold 300 million units in less than 10. From 2000 to 2006, the national appliance brand to surge to more than 300, including professional and only a dozen major brands, but no one's market share exceeds 15%. , The high-end product line, brand concentration is relatively high. For example in the hood on the market, it has a "handsome The Lao side," said, Shuaikang, boss, party too three products account for nearly half of the market share.
Consumers on product quality level of the lack of a comprehensive understanding of the industry, information asymmetry, caused by the phenomenon of a good brand of high premium.
Kitchen electricity in China is an emerging industry, the lack of uniform national standards, uneven quality level of the industry, some products get security guarantees. Into consumers identify key indicators of product quality, good brand can achieve high profit margins.
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