Seven hot light in 2007 China’s microwave oven industry – Pneumatic Accessories
Brand concentration increasing, home appliance chain is still the main sales channels for products to energy-saving, environmental protection, rural market robust growth, leading enterprises refused to pull domestic demand, strong prices.
Has experienced in recent years of silence later, in 2007 China’s microwave oven market situation Dou Qi — steamed standards war, Yuyao Chang returned to Galanz, Sanyo microwave oven excessive heavy metals from the beginning to the end of the year … … China’s microwave oven market has always been press coverage . Every event, all in a microwave oven industry, caused great shock, and when loud voices of those who drift away, we can see in retrospect the development of China’s microwave oven industry, new signal.
Microwave ovens in China in 2007 show the overall features of the market – the brand concentration is increasing, Glanz market share increase steadily; foreign brands collectively shrink, all the foreign brand market share in total less than 8%; the total market, there are no major breakthrough, for five consecutive years maintained at 8 million units / year scale; home appliance chain is still the main sales channel, accounting for up 65-74%; to adapt to local consumer demand functions, a healthy diet, nutrition, diet needs increasingly evident, microwave oven grill function will be replaced oven; adapt to the global trend of consumer demand, product towards energy saving, environmental protection; to adapt to people’s demand for a higher aesthetic, color panels, decorative patterns, mirror plate epidemic; and the whole kitchen as a whole supporting an irreversible trend, the rural market, robust growth.
Recently, the State Information Center, China Business Network and the ekon and a number of investigative bodies of the survey shows – 2007, China’s microwave oven industry veteran Glanz exclusive dominant 50% market share continues to lead, Panasonic, LG, Sanyo, America’s and other brands divide up the remaining 50%, while in 2007, the microwave oven industry, seven major highlights of particular concern!
Highlights a leading enterprise refused to prices, strong domestic demand pull
As the prices of raw materials at home and abroad in the range of 20% -40%, and air conditioners, refrigerators and washing machines have prices up even more than 20%, but as an industry leader, Galanz microwave oven industry, led by a wholesale rejection of price increases, has been in the industry enterprises to respond to the very product.
Microwave ovens in 2007 the import and export statistics show that, as America’s subprime mortgage crisis and the restrictions on Chinese products, a substantial appreciation of the yuan by about 10%, a substantial price rise of raw materials and other factors seriously affect the global microwave oven prices facing price rise pressure. However, in order to be responsible consumers around the world and to expand domestic demand, with industry pricing power of Glanz continued through technological and management innovation, streamlining administration and high-efficiency reforms preserve the microwave oven product prices will never become the only product upgrades are not l price of the industry.
Highlights II “steamed standard” sparked intense controversy
April 16, 2007, China Association for Standardization (CAS) issued a “domestic microwave oven steaming functional requirements and test methods” (numbered CAS150-2007). The standard by the United States in the microwave and the University of Electronic Science and Technology drafted, this standard would lead to an enterprise’s ability to provide industry-standard big controversy. In early summer, the U.S. microwave overwhelming spread the “steamed industry standard” of advertising, will China Association for Standardization (only the state committee for standardization is the only legitimate industry standard-setter) to give the association the standard microwave oven industry, promoted as a whole “industry steamed standard” aroused strong dissatisfaction with peer companies and complaints, the United States a “steamed standard” of advertising over the country after a joint investigation of local industry and commerce departments, Baoding Trade and Industry Bureau of the microwave heavy fines given to the United States, China Association for Standardization has since insisted: “No with any business, individual development of the industry standard steam! ”
Highlights were three Glanz Comments on “the backbone of China”
China Central Television, “to find the backbone of China found that Chinese-made leader in CCTV’s economy — 2007 People’s Choice”, the Galanz Group Chairman Liang Qingde as the sole representative of China’s home appliance industry, elected, microwave oven industry was born The first “Made in China’s backbone.” Meanwhile, the China Central Television elaborate special series – “Gourmet America off three of the table,” to explain the microwave food books, there is “Spring, summer, autumn and winter” seasons food law, they became the Church of consumers to become versatile microwave cuisine. Moreover, the CCTV program long-term specified all-around food containers as well as the ones who enjoy the annual best-selling model 50-200 yuan, marking the China Central Television hand Glanz, Haier, LG, Matsushita and other giant microwave oven, in the most effective guidance to consumers and choice of The best products to promote the upgrading of China’s microwave oven industry.
Highlights of the 60th anniversary of the birth of four microwave Festival Festival Shengping
In 2007 ushered in the 60th anniversary of the birth of the microwave oven, CCTV, the country such as the United States and Glanz festival jointly organized by China’s microwave oven. In the microwave 60 years celebrations of the birth from the Gome and Suning, Wal-Mart the world’s top dealers to join in so solemn and grand festival microwave oven. Chinese home appliance market research task force of experts believe that China’s current microwave oven annual output value of about 300 billion with about 20% of the annual growth rate shows that consumers in China, as foreign consumers, as the full enjoyment of “microwave food culture” opportunities coming. Currently, however, hinder the development of some of the microwave oven is still no fundamental change in consumer attitudes: Consumers still regard as a simple microwave heating tool, not a cooking tool. Microwave oven in the kitchen, there is no fixed position, not become a kitchen essential cooking tools. Microwave food lags behind the development of supporting industries. It is understood that in the United States of microwave food products each year the market size of up to 80 billion U.S. dollars, were greater than the microwave oven industry scale. As the oldest child in microwave oven Glanz practical grasp the global industry direction, and strictly control the industry price, so that in 2007 in the microwave section in the “technology upgrade” and “price stability” and “peacefulness” and won the respect of all sectors of society.
Highlights of heavy metals exceeding 53 ocean microwave
November 14, 2007, the Beijing Municipal Industry and Commerce first published results of the monitoring electronics products, Sanyo microwave oven for a lead content exceeding 30 times the parts have been expelled from the Beijing market. Beijing Municipal Industry and Commerce Bureau in the circular pointed out that this Sanyo microwave oven in accordance with relevant state regulations failed to identify toxic and hazardous substances or elements in the name and content of environmental protection use period, while part of the material product of lead, cadmium, hexavalent chromium and polybrominated diphenyl ethers beyond the limits requirements.
With the developments, Hefei Sanyo microwave oven is also the implementation of double standards were exposed. Beijing Municipal Industry and Commerce Bureau of Consumer Protection Division Director of Health Cao, said in an interview, Sanyo and other companies export products already use alternative environmentally friendly materials, while domestic products are still in use of materials containing heavy metals harmful substances.
Hefei Sanyo microwave oven November 19 in the form of notice to listed companies for the first time to make a public response on this matter. Of more than 1,600 words in this notice, in addition to only a few words is the recognition that their own problems, the rest almost all emphasized that the media coverage on this issue there is false misleading. The industry of making such a manner in a “poisoned Gate” Sanyo once again fall into the “Notice the door,” perhaps more than the attitude of his integrity and product quality to consumers Gengrang disappointed. Under the strong pressure of public opinion, November 23, Hefei Sanyo said that the immediate effect on the domestic market began to recall all the products in question, and promised returned.
Highlights six dominant balance the international market, the industry pattern of
Since the last century, 90 years after the microwave ovens in China, the rapid expansion of market demand, various household appliances enterprises have access to, but because they do not have the core technology and development capabilities, product features identical to a single microwave oven industry, competition is fierce. Glanz launch prices, the scale of war, clearing the door, a direct result of some speculative enterprises have closed, even if Samsung and LG are also adhere to such international giants for a while after the dismal exit.
However, the microwave oven consumer demand has been that “foreign powers within the weak” pattern, Glanz is also a microwave oven in the world hegemon, the popularity began to focus on domestic work. In order to “internal and external integration” balanced pattern of the international market, Glanz full-featured, “stewed, baked, boiled, steamed,” microwave fully upgradeable. Glanz V9 series applied the “multi-segment pulse-jet” new steam technology, unique direct steaming, three-dimensional steam, smart steam and other “triple-distilled” feature, is the world’s most powerful steam function technology. Industry experts believe that “home appliances to the countryside” policy for Glanz, Haier, Panasonic, LG and other companies to expand domestic market demand microwave offers a golden shares, in Shandong, Henan, Sichuan, home appliances to the countryside’s trial shows, home appliances to the countryside in the 13% of the state financial subsidies to the stimulus, the Galanz microwave oven started to become with the motorcycle, flat panel TVs, air conditioners, refrigerators, washing machines side by side township residents “six dowry goods” can be expected, China’s domestic microwave oven of “blowout period” the advent of !
7 highlights a new record high export volume microwave oven
November 22 Customs data released showed that in 2007 export volume of China’s microwave oven close to or more than 50 million units, a new record high, accounting for 90% of world exports more than microwave ovens. It is noteworthy that, microwave ovens under its own brand exports 0.1% of the total
According to Guangzhou Customs statistics, exports of Guangdong microwave ovens in 2007 reached 33.556 million sets, and marketing the world’s seven continents live in 138 countries and regions. However, the continued decline in the export average price also makes corporate profits have been shrinking. Average price of microwave ovens from Guangdong’s exports to see 2001-2007 drop up to 36.3%.
In addition, with the expanding scale of production in Guangdong microwave ovens, high-speed development has brought the hidden also been apparent. Guangdong microwave oven exports, mostly OEM products, even if the domestic brand, has little or no brand to a customs declaration. According to the customs control of the situation in 2007 declared to the Customs export its own brand microwaves insufficient number of 0.1% of total exports is not conducive to the implementation of the customs border protection of intellectual property rights.
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