2008 report on China’s microwave oven industry, Research and Consulting
2008 spring, new microwave oven turns the stage, high-end to become the major online merchants to get out of the way from owning household. Microwave oven industry, the world’s leading brands Glanz first taste of soup, as those who drink has been pulling ahead of a large number of high-end products and successfully ended their market across the board, making 2008 the microwave oven market has become dominated by high-end products. In 2008 a quarter of the basic pattern of microwave oven market, a stable volume of retail sales market share of the top three brands in the market share of 95.51 percent and for. Among them, Glanz overwhelmingly rank first in market share over 50%. In 2008, the microwave oven in the kitchen appliance industry and consumers will gradually become clear in the position, has been stagnant domestic microwave oven market is expected to usher in transit, in 2008 the overall size of the domestic microwave oven market, will be the first break 10 million units. Size of the market means that the vast expansion of living space and high quality profit margins, with the national policy-driven positive and rural markets, the gradual start, the industry reshuffle will be gradually completed, microwave oven industry or will usher in a new spring.
Export volume of China’s microwave ovens in 2007 nearly 50 million units, accounting for 90% of the global microwave oven for more than exports share, and the first microwave oven has become a manufacturing country. After nearly two years of silence, 2007, China’s microwave oven market, magnificent. Haier delisting, steaming standards war, the U.S. market share 40% of breakthroughs, from the beginning to the end of the year, China’s microwave oven market has always been press coverage. Every event, triggered in microwave oven market, a great shock. Microwave oven industry in 2007, the brand concentration is 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. By the end of June 2007, Haier announced its withdrawal from microwave oven market, a low-key. Before that depressed and withdraw from the Chinese microwave oven market, brands also include Sharp, Hitachi, Samsung, 10000 and, LG and so on. Haier’s delisting once again that the price war can not help the microwave out of the woods. As an exotic, microwave ovens development must be based on the needs of Chinese consumers, promoting technological innovation to increase value and become Chinese families in genuine need of a kitchen, rather than a simple price competition. Data show that the United States and Glanz two enterprises in the market share of the microwave oven and more than 80% have been in this field, the formation of oligopolistic competition pattern. Due to the fierce nature of competition in the domestic market and overseas market has become the microwave oven manufacturers production capacity expansion, an important market for profit, in 2008, will become the microwave oven industry watershed.
The report of the Central Institute Research and Consulting Price Waterhouse consulting firm headed written a large number of thorough market research, based on based primarily on the National Statistics Bureau, the State General Administration of Customs, the State Council Development Research Center, China Light Industry Information Center, the State Economic Information Center, the National Business Information Center, China Household Electrical Appliances Association, China’s Ministry of Information Industry, China Industry Research Network, at home and abroad, as well as basic information related to the publication in the Price Waterhouse study on the Chinese microwave oven market research companies to obtain first-hand information. Report on China’s microwave oven industry, development environment, production and marketing conditions, market structure and distribution in some areas, development of the market situation in microwave ovens, microwave ovens and other consumer trends were analyzed, and focused on analyzing the development situation of China’s microwave oven market, and the existence of industry and business problems and development approaches. The report also microwave the development of future technology trends are judged, is the microwave oven production enterprises, research institutes and other units and accurate understanding of current developments in microwave oven industry, to seize a rare corporate positioning and development direction of the decision-making.
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