Loss of standards as the biggest obstacle to the integration of kitchen and electric appliances

In the current context of the transformation of the kitchen and television industry and the high-end road of the brand, the integration of kitchen appliances has become the direction of domestic kitchen electric companies. At present, first-line companies such as Wanhe, Boss, Fangtai, Midea and Haier have started to accelerate the integration of kitchen and electric appliances. In the general downturn of the home appliance market, the integration of kitchen and electricity provides a development path for enterprises to guide consumption and integrate resources. At the same time, however, there are also problems such as low concentration and lack of standards in industrial development.

Broad prospects for integration

In the next three years, China's kitchen and electricity integration market is expected to reach 39 billion yuan.

In 2011, with the overall growth momentum of the home appliances industry slowing down, the market size of China's range hoods and gas stoves reached 22 billion yuan and 14.3 billion yuan respectively. For kitchen power companies, in addition to increasing research and development efforts in high-end, smart and green technologies, kitchen power integration will also become a competing highland.

Xu Weiguo, general manager of Wanhe Electric Kitchen & Electric Co., Ltd. told the “China Electronics News” reporter that the integration of kitchen appliances can be divided into four stages: the first stage is the integration of electrical appliances, including traditional range hoods, stoves, disinfection cabinets, and microwave ovens. , drinking fountains, egg cookers, etc., embodied in a powerful, relatively uniform design style; the second stage is the combination of electrical appliances and cabinets, including electrical specifications, installation location and cabinet design and style consistency; The stage is the integration of electrical appliances, cabinets and kitchens, which not only maintains the same style, but also takes into account the convenience of use, and the layout is reasonable to achieve maximum space applications. The fourth stage is the consistency of electrical appliances and cabinets, kitchens and even the entire home improvement style. This is also kitchen appliances. The highest level of integration.

Therefore, the advantages of kitchen and electricity integration are obvious, and it is possible to transform traditional decentralized home appliances, cabinets, and buildings, so that the design and development of the kitchen closely combines the characteristics of the building, and find the best fit between the three. Relevant survey data shows that the current kitchen electricity integration in China is only 6.8%. In the next three years, its potential market size will be 2.6 million units, which will reach 39 billion yuan, based on 15,000 yuan per set. After 10 years, its market space is expected to reach 100 billion yuan.

Chen Gang, deputy secretary-general of the China Household Electrical Appliances Association, told the China Electronics News reporter that there are two major factors that have promoted the development of the kitchen and electricity integration market: On the one hand, as people's requirements for the comfort of living environment continue to increase, the future will be refined. The proportion of housing will steadily rise; on the other hand, the concept of consumers is changing, they will be more inclined to provide system solutions for consumption, thus bringing maximum comfort and convenience to life.

Loss of standards is the biggest obstacle

The lack of standards is a major factor hindering the integration of kitchen appliances.

The reporter learned from the interview that the core of kitchen and electricity integration is the consumer, that is, the company can provide "integrated consultation, integrated design, integrated configuration, integrated installation and integration services", and consumers only need one. Invoices, a phone call, all problems can be easily solved. Li Zhonglei, head of the Haier hood division, told China Electronics News that although Haier can basically achieve the above goals in terms of integration, the industry still faces the predicament of lack of standards.

It is understood that due to the integration of kitchen appliances, cabinets and real estate and other industries, large cabinets and electrical appliances occupy the space of the size and combination of methods, small to various types of small household appliances interface specifications, there is no uniform industry standard. Chen Gang said that the Association has realized that the standard lags behind the current status of industrial development. At the end of 2011, the kitchen power professional committee was established. One of the main tasks for 2012 is to unite real estate industry associations and other departments to jointly promote the formulation of relevant standards.

According to Tang Jianrong, vice president of Bosch Household Electrical Appliances (China) Co., Ltd., the formulation of standards should fully consider the practicality of operations. Based on the successful experience of foreign countries, the company will only adapt to the habits and industry development characteristics of Chinese consumers. The standard of standards, companies have evidence to follow.

At the same time, according to Tang Jianrong, due to the low concentration of the industry, the product quality of kitchen and electricity integration is uneven. As far as cabinet companies are concerned, due to their immature supporting technologies, they often commission some low-end electrical appliance manufacturers to do OEM work. This not only creates a situation where the kitchen power industry is full of brands, but also affects the overall quality and reputation of kitchen appliances, and disrupts normal operations. Competition order.

In addition, although kitchen and electric integration has been very popular in countries such as Europe and the United States, many domestic consumers prefer to purchase cabinets and kitchen appliances separately. Therefore, how to change old consumer attitudes and consumption habits is also an integration of kitchen and electric appliances. A difficult problem in front of me.

Enterprises face industrial chain reconstruction

As an important part of an integrated industrial chain, kitchen and electric companies play their own advantages to make products and will be the key to success.

Judging from the current situation, in the integration of kitchen and electric appliances, kitchen and electric companies not only have to bear the impact from well-known foreign home appliance brands such as Electrolux, but also face challenges from cabinet companies such as Dumo and Boloni. Since 2011, domestic companies such as Haier, Wanhe, Fangtai, and Boxi have all increased their investment in the integration of kitchen appliances. It is understood that Haier has now built an overall kitchen digital production base with an area of ​​23,000 square meters, with an annual production capacity of 150,000 sets. At the same time, as one of the earliest companies to implement kitchen and electricity integration in China, Wanhe’s expansion pace in recent years is also increasing. Xu Weiguo told reporters that Wanhe currently has tens of thousands of stores in the country and plans to pass the following The three steps to achieve the final integration of kitchen and electric appliances: The first step is to deepen the integration of kitchen and electricity through the acquisition of cabinet companies; the second step is to find cabinet companies that fit in all aspects, and operate kitchen and electricity integration through the joint establishment of factories; The third step is to implement the integration of kitchen and electric appliances through a marketing alliance.

For kitchen and power companies, the development of kitchen and electric power integration will inevitably make it face the problem of industrial chain reconstruction. It can be said that in order to stand out from the fierce competition, companies need to open up all aspects of the industry chain, reposition and combine consumer guidance, product design, integrated marketing and after-sales service, and the risk in the reconstruction process will also be It is huge.

Tang Jianrong stated that with the introduction of industry standards, the ideal state of the future kitchen and electric appliance integration market is that cabinets and kitchen and electric companies have clear division of labor, perform their duties, and do their best, which is also in line with the situation of large-scale social production. Next, the development trend of more and more detailed division of labor. At the same time, Chen Gang also disclosed that currently in the demonstration area of ​​the Ministry of Housing and Urban-Rural Development, there are uniform regulations on the depth dimensions of cabinets and other standards, so for future embedded appliances, companies only need to provide reliable semi-finished products and related Cabinets can be matched.

Therefore, despite the fierce competition in the kitchen and electric integration market, and the development process still faces many obstacles, no matter what role the kitchen and electric companies play in the future market structure, they will maintain their core advantages in product diversification, high-end and intelligentization. Relying on new ideas is the only way to win the market.

expert's point

Xu Weiguo, general manager of Wanhe Electric Appliance Co., Ltd.

"Kitchen and cabinet industries have their own characteristics, and the inherent industry differentiation has made integration difficult."

Currently, kitchen and electric companies are undergoing transformation, cross-border cabinets, kitchens and even home improvement industries to accelerate the integration of kitchen and electric appliances, but so far have been less successful. The example of a cabinet company that wants to include home appliances and create kitchen and electricity integration is even less successful.

Kitchen electricity integration is currently developing very slowly in China, which is determined by the characteristics of its industry. The electric appliance industry is currently a relatively full domestic competitive industry, with a high degree of standardization and mechanization. At the same time, competition in the industry is fierce. Enterprises must continue to reduce costs and a large amount of common production to achieve scale advantages; while the cabinet industry is due to the size and shape of the kitchen, the degree of standardization Not high, and there are a lot of manual operations, at the same time, in the installation, design needs a lot of service work. This requires companies to have strong service capabilities and have a scientific and sound overall layout in terms of standardized controls.

Sakura Group Deputy General Manager Chen Su

"Enterprises should constantly adjust and improve their product mix so that product lines can cover the needs of different segments as much as possible."

Overall, in the domestic market, the lack of awareness of integrated kitchen and electric appliances, the concentration of demand in the first- and second-tier cities, the lack of effective integration of kitchen appliances and cabinets, and the overall development of the industry are the main factors that hinder the market from becoming bigger and stronger. . At present, there has been a significant increase in consumer demand in second and third-tier cities in China. For enterprises, more work should be focused on adjusting and improving the product structure so that product lines can cover the needs of different classes as far as possible; for consumers, their latest demands for integration will be to accelerate the integration of kitchen and electric appliances in China. The effective driving force. Sakura has certain preconceptions in the integration of kitchen and electric appliances, such as having a certain brand influence, independent design capabilities, and product support. But overall, the entire industry needs to further strengthen the matching of electrical appliances and cabinets. At the same time, it must pay close attention to the latest trends in the real estate industry.