According to our analysis of the industry status quo hood, on the basis of the product continues to introduce new features on the 2013 smoke hood line market continued to heavy volume. Now for 2015-- analysis hood 2016 industry overview and status quo pumping. According to statistics, retail sales and retail sales on the range hood line have experienced high-speed growth of 150% and 200%, respectively, reaching 1.6 million units and 2.4 billion yuan respectively. Different from the increase in the volume of other home appliances , the increase in retail sales of range hoods is significantly higher than that of retail sales. This also proves from one side that benefiting from the promotion of some mainstream enterprises, high-end performance is particularly prominent in the online market of range hoods.
At the same time, how to do a good job of after-sales service and how to avoid the competition with traditional channels to differentiate online products has become a problem that must be solved by range hood companies. In the next few years, which company can make breakthroughs in the above aspects, it is expected to become the biggest winner in the range hood industry.
Close to the suction and the wind is favored
In terms of product types, near-suction products are rapidly emerging. The unique shape and unique aerodynamics make the near-suction products more compatible with the needs of consumers. The year-on-year growth rate of retail sales is not as good as that of European products, but the retail volume and retail share have exceeded 50%. , flat-top products, European products and deep-cover products are far behind. Not only that, the market share of near-suction products continues to expand, compared with the previous year, its retail volume share increased by nearly 14 percentage points. The strong growth of near-suction products has not only changed the product structure of the industry, but also has an important impact on brand competition among enterprises. In terms of market share, the products that follow the near-suction products are European-style products, but their market share in 2013 fell by 3%. The market share of deep-cover and flat-top products also declined slightly, and the latter's market share even fell to less than 3%, facing the risk of being eliminated by the market.
Generally speaking, the larger the exhaust air volume, the faster and cleaner the fumes in the kitchen are, so consumers will choose the exhaust hood with a large amount of air when purchasing the range hood, which is obtained online and offline. Fully reflected. From the perspective of exhaust air volume, products ranging from 15 cubic meters to 16.9 cubic meters, 17 cubic meters and 17 cubic meters constitute the mainstream of the online market, and the cumulative market share of the two accounts for more than 62%. Compared with other exhaust segments, the growth rate of these two segments is also the fastest, reaching 188% and 179% respectively. The market share of the market below 15 cubic meters has shrunk dramatically, with a total reduction of nearly 18 percentage points, and will continue to be violently impacted by products with more than 15 cubic meters of high wind volume in the future. Among them, the market share of 13 cubic meters to 14.9 cubic meters of air volume segment was the most obvious, with a sharp drop of 14 percentage points year-on-year, and the retail volume of 13 cubic meters of air volume products also fell by nearly 4 percentage points.
High-end quality and popular market
Relevant analysis reports show that mainstream brand guidance, product structure adjustment, industrial upgrading and the release of urban residents' product replacement requirements are the catalysts for the continuous increase in the retail volume of online high-end range hood products. The “Energy Efficiency Limits and Energy Efficiency Standards for Range Hoodsâ€, which was implemented on October 1, 2013, contributed to this trend, which puts higher demands on the quality of low-carbon and environmental protection of range hoods. 20% of the product may be eliminated. The trend of high-end and high-quality has quickly swept from offline to online. Affected by the high-end trend of products, the retail sales of high-priced range range hood products grew strongly. From January to December, products with a price of 4,000 yuan and above showed the best growth in all price segments, with retail sales and retail sales increasing by 186% and 200%, respectively. The year-on-year growth rate of products below the price of 2,000 yuan is not the fastest, but the cumulative market share of products in each segment of the price segment is still the largest, and at the same time it faces the risk of further encroachment by high-priced products.
There is a common phenomenon in the online and offline range hood market that is worthy of attention. That is, more and more manufacturers are participating in the competition of large suction products, and large suction products are also recognized by consumers. High-suction products pursue the balance of various indicators such as air volume, energy consumption and noise. In more than a year, the proportion of large suction products in the entire range hood market has increased from less than 20% in 2012 to 30%, and its online market share has also been rising, even in the third quarter of 2013. It is 4.5 percentage points higher than the line.
Domestic brands are in a monopoly position
All along, the competition in the offline range of range hoods is relatively low, and the strength of several giants has made the market's brand structure relatively stable. However, with the deep involvement of some major power companies in this field, the market has already begun to show signs of integration adjustment, and this situation also appears online. As the influence of big brands increases, the brand concentration of range hoods online will also increase. Similar to offline, domestic brands are in an absolute monopoly on the Internet, and there is no foreign brand among the top 10 brands in terms of retail sales. A little different is that the brand concentration under the line is much higher than the line, which also shows that the power of several major range hood giants is still lower than the offline. After the introduction of new energy efficiency standards for range hoods, the online market share of leading tier manufacturers will be getting bigger and bigger. Second-tier brands with certain technological research and development capabilities will have some tolerance for mainstream brands, but they will not have scale. Small brands with advantages may face the danger of being out.
As the leader of the range hood industry, in 2013, the retail volume and retail sales of the boss's range hoods kept a leading position online. In the first three quarters of 2013, the sales of the electric range hood of the boss in the e-commerce channel increased by nearly 180% year-on-year, and the annual growth rate was about 140%, accounting for nearly 20% of the company's total sales. The e-commerce sales of the owner's range hoods only during the "double 11" period were four times that of the same period last year. Taking Jingdong channel as an example, Boss Electric Appliance Co., Ltd., as the earliest partner of kitchen power industry in Jingdong, had sales of 160 million yuan in 2013 and was ranked as the champion of Jingdong kitchen and electric appliance sales. At the same time, in the important e-commerce channels such as Tmall and Suning Tesco, they also achieved the first good performance in kitchen appliances sales. It is worth mentioning that the boss who has firmly occupied the top position of the high-end range hood market for many years has spared no effort to promote the industry upgrade online and offline. The popularity of large suction products has become one of the biggest highlights of the 2013 range hood market. The data shows that large suction range hoods have become the fastest growing range of range hoods in recent years. The boss's large suction range hood has ranked first in the industry with a market share of 60%.
Another domestic range hood giant, Fang Tai, who plans to increase the proportion of online sales through high-end products, has fallen short of the online wrestling with the boss. Fang Tai established the e-commerce department in the second half of 2011, and realized sales of 60 million yuan online. In 2013, Fangtai continued its rapid growth on the Internet, but the market share declined slightly.
Vantage is an early contact with e-commerce in China. It was launched in early 2008 as a B2C website. However, due to the boycott of dealers, the development of Vantage E-Commerce was quite tortuous. In order to expand the e-commerce channel, Vantage has established an internal channel department for the online shopping and group purchase. In order to avoid conflicts between online sales channels and dealer channels, Vantage Online has enabled dedicated product lines to avoid overlapping with offline product lines. In 2013, Vantage shouted the goal of an annual sales of 1 billion yuan in electricity sales in three years.
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