Haier leads the kitchen and electric industry to transform from single product to complete competition

The high growth of the kitchen appliance industry in previous years has come to an abrupt end this year. The escalating regulation policy of the real estate market is more unfavorable for the kitchen appliance industry. According to the survey and statistics agency Zhongyikang, the market size of the kitchen and electric appliance market (smoke stoves and micro-steaming and washing and laundering machine) in the first five months of 2018 reached 36.9 billion yuan, down 4.2% year-on-year.

There are exceptions to everything. At the time of the decline in sales of most kitchen appliances, Haier has grown against the trend and has become a beautiful landscape in the kitchen appliance market. Among them, Haier's complete set of kitchen appliances is growing stronger. It is reported that Haier's high-end brand Casa Di's kitchen appliances achieved a year-on-year growth of 2 times in the first six months of the year, and injected a booster into the overall downstream kitchen appliance market.

Haier, which provides consumers with one-stop shopping for complete sets of kitchen appliances, is leading the kitchen and electric industry to transform and upgrade from a low-level “single product” to a high-level “wisdom package”.

The biggest pain point in the kitchen appliance industry is "complete set"

Almost all kitchen and electric power companies claim to be "high-end, intelligent transformation", but if even the complete set of kitchen appliances can not provide, high-end, intelligent is no different from the mirage, it is impossible to talk about.

In the process of decorating new homes and buying home appliances, the most troublesome thing is to buy kitchen appliances. In a kitchen space with limited space and inch space, kitchen hoods such as range hoods, gas stoves, sterilizers, microwave ovens, steamers, ovens, dishwashers, etc. need to reserve power outlets, valves, pipelines, cabinets. It is also necessary to open holes and slots in a variety of places. Consumers who do not have professional decoration design skills often have no way to start, and it is easy to buy kitchen appliances of different sizes, sizes, and heights in a dizzying direction.

Therefore, the biggest pain point in the kitchen appliance industry is “set-up”.

At present, there are not many kitchen appliances in the user's home. Basically, it is a multi-brand patchwork. Even if there is a “set”, it is usually only a “small set” including a range hood, a gas stove, and a disinfection cabinet. In the product, design, installation, The service is far from the true set of kitchen appliances.

Although "attitude determines everything", if the ability does not match, what kind of attitude is also awkward. For most kitchen manufacturers, it is not that they do not want to provide users with "packaged" kitchen appliances, but because they do not have such capabilities.

There are five major problems in the complete kitchen appliance industry.

The author believes that the ingenious set of kitchen appliances is naturally one of the important trends in the development of the kitchen appliance industry; however, there are many traps in the kitchen appliance market, the enterprises are mixed, and the consumer experience is generally poor, which indicates that there is still a complete set of kitchen appliances industry. The five major problems need to be resolved.

First, the product category is not rich. For most kitchen appliances, only a few kitchen appliances, such as range hoods, gas stoves, and disinfection cabinets, are produced. The product categories are relatively small, which cannot meet the needs of middle and high-end consumers to purchase complete sets of kitchen appliances.

Second, the number of brands is too small. The economic income of consumers has many levels such as “white-collar”, “golden collar” and “rich”. The size of kitchen and the grade of housing are also quite different. Most kitchen and electric enterprises have only one or two brands facing different consumer groups. Naturally, it can't meet the individualized decoration needs of different users.

Third, the design, installation, and service capabilities cannot keep up. The sale of single items in a piecemeal manner, together with the sale of complete sets of kitchen appliances, is a far cry from the requirements for design, installation and service capabilities of enterprises.

Fourth, the sales channels are not diversified. Kitchen appliances companies can only sell E-commerce channels such as Jingdong and Tmall, or Gome, Suning and other offline electrical stores; however, if kitchen appliances sell complete sets of kitchen appliances, they must be at home in addition to the above channels. , building materials, decoration, real experience store, real estate project and other channels layout.

Fifth, the lack of Internet of Things technology can not integrate kitchen appliances with smart homes and smart home industries. One or two pieces of kitchen appliances do not need to consider too much "interconnection, human-computer interaction", but if you include a complete set of kitchen appliances for kitchen appliances, it is intelligent in the home appliance industry. In the wave, it is natural to consider how to provide users with a full-service customized smart package.

Haier leads the kitchen and electric industry to transform from single product to complete competition

Although the development of the complete kitchen electric appliance industry faces the above five major problems, any industry is based on solving one problem after another, in order to continuously develop and progress. As a leading company in the field of complete sets of kitchen appliances, Haier Kitchen Electric has been in front of competing competing products, and has solved the five major problems of the industry one by one.

In the home appliance industry, Haier's product line is the most complete. Haier complete sets of kitchen appliances have 11 categories such as smoke, stove, consumer, roasting, steaming, microwave oven, coffee machine, kitchen net treasure, refrigerator, dishwasher, wine cabinet, etc. Users can customize their own personalized according to daily cooking habits. Complete set of kitchen appliances. Therefore, Haier properly solved the problem of “less product categories” in other kitchen and electric enterprises.

As the company with the most brands in the home appliance industry, Haier Kitchen Electric does not have the “low number of brands”. For the kitchen decoration needs of different users and different houses, Haier Chefs also integrated its five major brands to form a full-scale kitchen appliance. Among them, Fisher & Paykel sets kitchen appliances to customize social kitchens for global peak users; GE Appliances sets kitchen appliances to customize professional kitchens for professional high-end users; Casa di complete sets of kitchen appliances to customize the art kitchen for elites; Haier complete sets of kitchen appliances for global users Custom smart kitchen; the commander's kitchen set is a custom kitchen for young home users.

In terms of design, installation and service, Haier Kitchen Appliances provides one-stop shopping, one-stop design and one-stop service for complete sets of kitchen appliances, from pre-purchase to after-sales service to provide users with a convenient purchasing experience. In order to facilitate users, Haier Kitchen has opened up the domestic cabinets and sets the first step in the integration of kitchen and electric appliances. It solves the troubles of separate selection of kitchen cabinets and kitchen appliances with large sets of complete sets, avoiding the difficulty and disharmony of kitchen cabinets. Moreover, Haier Kitchen Appliances can be sold with Haier cabinets, and designers can also design the entire kitchen for the user.

In terms of sales channels, in addition to traditional home appliance channels, Haier Kitchen Electric has vigorously explored diversified sales channels. For example, Haier Kitchen has built a number of flagship store in Beijing, Jinan, Guangzhou, Nanjing and other places. It plans to build 100 flagship stores this year. Designers and users can choose to visit the store first, then combine specific home decoration. Style and personal cooking habits, free choice of kitchen appliances in line with the style of the house and personal style. In addition, Haier is also actively exploring the real estate engineering channel. On June 15, 2018, Haier Home Appliances Industry Group and China Communications Real Estate Group formally signed a strategic cooperation agreement. Haier became the most strategically-owned and most comprehensive home appliance company among the contracted suppliers, and will supply a full kitchen to the CCCC project. Home appliances provide users with a higher-end kitchen experience. It is reported that Haier Kitchen Electric has started real estate project cooperation since 2002. Evergrande, Vanke, Country Garden, Poly and other domestic TOP5 real estate developers have cooperated with Haier Kitchen Electric. Haier Kitchen Electric has been in Evergrande Oasis and Evergrande. More than 3,000 pieces of finely decorated real estate projects, such as Evergrande, Poly Mayflower, and Poly Bowl, have provided complete sets of kitchen appliances. The project has 100% complete product purchases for Haier Kitchen Appliances.

In the kitchen appliance industry, Haier took the lead in bringing the concept of “smart kitchen” to the ground. In the era of the Internet and the Internet of Things, Haier has transformed from a traditional manufacturing enterprise to create a win-win IoT community ecosystem. It has taken the lead in making a positive attempt in the smart home industry, and exclusively released the "4+7+N" full scene customization wisdom package. The scheme is based on four physical spaces including smart living room, smart kitchen, smart bathroom and smart bedroom, which are continuously iteratively upgraded. The whole house air, whole house water, whole house care, whole house security, whole house voice, whole house health 7 solutions for the whole house information According to the user's needs, N kinds of customization, exclusive realization of smart life one-stop, full scene, customized. Taking the Haier Yun kitchen set as an example, the kitchen appliances are interconnected. Users can freely choose smart recipes on the hood and watch the video teaching. Then, the oven will automatically turn on the cooking mode according to the cooking curve. Before the cooking is finished, the sterilizer will automatically turn on the warm-up function, bringing a full-process kitchen cooking experience and improving the cooking quality of the user's kitchen.

People eat food for the day, three meals a day is the most important for consumers, the kitchen dominates the family's healthy diet. The rise of kitchen culture has made the kitchen a living space that promotes family emotions and enjoys food. Nowadays, the upgrading of consumer demand in the kitchen appliance industry and the technological upgrading of enterprises have promoted together. The layout, positioning, facilities and taste of the kitchen space are undergoing tremendous changes. The embedded and complete sets of kitchen appliances are favored by consumers. Haier, which cracks the five major problems in the kitchen appliance industry, is leading the transformation of the kitchen and electric appliance industry in China and the world from single product to complete competition.

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