In the early morning of July 16th, Beijing time, the French team defeated the Croatian team 4:2 and won the World Cup! Vantage, which is a marketing master with the "French team winning the championship", also started to withdraw the full amount, and issued a refund process on the platform such as Tmall. It is reported that before the start of the World Cup, Vantage held the "French team won the championship, Vantage retired the full amount" activities. According to the information disclosed by Vantage on July 4, the retail sales of the online channels of the designated products of “winning the full amount†are estimated to be about 29 million yuan, and the offline channel is about 50 million yuan.
Through the World Cup marketing, Vantage has earned enough attention, increased the popularity of kitchen appliances, and sales have risen. In recent years, China's home appliance industry has developed rapidly, and air conditioners, refrigerators, and washing machines have developed rapidly, and the economy is particularly fierce. The kitchen appliance industry is relatively low-key.
The development of China's kitchen appliance manufacturing industry began in the 1980s. In 2008, it ushered in a new era of kitchen appliance industry development. At this stage, the design and production process of traditional kitchen appliances such as gas stoves and range hoods are becoming mature. The per capita possession of kitchen appliances in the economically developed regions is gradually saturated. The dominant enterprises in the industry have begun to sink the sales channels to the third and fourth lines. The city has gained incremental customers, and traditional product design has also improved the level of intelligence and improved the level of human-computer interaction by introducing Internet technology. At the same time, new product forms began to appear, side suction range hoods quickly promoted, integrated stoves, integrated sinks and other products to bring consumers a better user experience by combining different product features and simple integrated product design. Quickly become a very competitive product in the kitchen industry.
Kitchen power industry market size
According to the China Merchants Research Institute's "2017-2022 China Kitchen Electrical Appliances Market Prospects and Investment Opportunities Research Report" data show: 2017, the kitchen electricity market will continue to advance with high growth, the annual kitchen electricity market scale of 69.7 billion yuan It is expected to reach 78.3 billion yuan in 2018. In the future, with the improvement of the income level of our residents, the progress of urbanization, and the upgrading of consumer consumption concepts, China's kitchen appliance manufacturing industry will develop in the direction of high-end, energy-saving, environmental protection, and intelligent, and the category of kitchen electrical appliances will continue to increase. Broad prospects.
Kitchen electric industry competition pattern
With the steady growth of the kitchen appliance industry, Haier, Midea and other comprehensive appliance giants have stepped up their efforts in the kitchen appliance market and laid out multiple categories to quickly harvest the market. Midea and Haier-based integrated appliance giants have shown greater competitive advantages in the kitchen appliance field. The comprehensive kitchen appliance brand has strong brand awareness and perfect channel system, and Haier and Midea have strong technology research and development capabilities. In 2017, Midea and Haier's revenue and net profit were both ahead. The revenues were 241.919 billion yuan and 159.255 billion yuan respectively, and the net profit was 17.284 billion yuan and 6.926 billion yuan respectively.
Compared with Midea and Haier, the revenue of the boss's electrical appliances seems to be somewhat embarrassing. In 2017, the boss's electrical revenue was 7.017 billion yuan, and the net profit was 1.461 billion yuan. The revenue was only half of Haier's revenue. As the second camp of the vertical kitchen appliance brand, Vantage has a revenue of 5.731 billion yuan in 2017 and a net profit of 510 million yuan. In 2017, the double 11 all-day trading volume increased by 93% year-on-year. In 2017, the sales revenue was 1.28 billion yuan, a year-on-year increase of 56.9%. In terms of products, Vantage has seized the favorable market by virtue of its excellent design capabilities. Vantage Magic Dish has won the Red Star Award and its products are differentiated. It has led to new consumption trends while enhancing market competition barriers. In terms of technology, the concept of “white technology†based on people is put forward. In the era of the Internet, Vantage developed a series of intelligent kitchen appliances from the user's pain points and usage scenarios to meet the needs of users.
Wanhe Electric has developed into a leading manufacturer of domestic water heaters, kitchen appliances and hot water systems. Its performance closely follows Vantage, with revenue of 6.532 billion yuan and net profit of 413 million yuan. Changqing Group's performance bottomed out, with revenue of 1.893 billion yuan and net profit of 875.804 billion yuan.
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