From the market concentration point of view, the kitchen and bathroom appliances market competition usually has a three-stage change in the market concentration of a product. In the initial stage of market formation, due to fewer brands entering, the market share will be more concentrated. When the market enters the stage of rapid development, there will be a large number of new brands influx, the concentration will be significantly reduced, the brand pattern will change frequently; after a period of competition A large number of unsuccessful brands have withdrawn from the market, and the market concentration rate will rise again, entering a relatively stable stage of maturity.
First, we can look at the changes in market concentration of kitchen and bathroom appliances from the top five brands of retail sales. Second, the market moves from disorder to order, and opportunities and challenges coexist for enterprises. At present, only one microwave oven market in the kitchen and bathroom appliance market can be called an orderly market, and other product markets are in a disorderly stage. The disorder of the market means that there is no strong dominant brand in the market, the competition pattern is unstable, and there is no phenomenon that a few brands dominate the market structure or market development direction. The market is orderly and orderly, and it will inevitably go through a fierce market competition stage, whether it is technical competition, price competition, or other aspects of competition. This stage is a severe test. After this baptism, it will be able to gain a favorable position and better development prospects in the promising kitchen and bathroom market; otherwise it may be eliminated as a “market noiseâ€.
Another factor is the differentiation of channels. The “channel differentiation†here means that under the guidance of national policies and market demand, the proportion of direct sales of fine-decorated houses in the real estate industry is gradually increasing. In addition to the one-on-one decoration, new houses will be more and more The direct distribution of kitchen and bathroom appliances has led to an increase in the status of the supporting pipelines and a decline in the status of retail channels. Although this situation has only begun soon, it is not particularly obvious from the point of view, but it will have a huge impact on the kitchen and appliance market in the next decade. In the past, traditional household appliances, including color TVs, refrigerators, washing machines, etc., were mainly retail channels. Only a small part of them would go through engineering channels, such as collective procurement or hotel commercial use. The role of engineering channels and their proportion is quite limited. . The engineering channels such as real estate support will increase significantly with the increase in the proportion of finely decorated houses. Objectively speaking, color TVs, stereos, etc. are household appliances with strong personal consumption, and direct distribution is less; while the personalization of kitchen and bathroom appliances is relatively weak, and some products are embedded design, and consumers are selling for direct distribution. The way is not difficult to accept. Therefore, the real estate matching channel is very suitable for the sales of kitchen and bathroom appliances, and the “menu-style decoration†can provide a certain degree of supplement to meet the diversified needs of consumers. This channel has significant differences from the retail channel and has a certain impact on the retail channel. It is recommended that kitchen and bathroom electrical appliances actively pay attention to this development trend and prepare for it as soon as possible.
In the past decade, people's emphasis on kitchens and bathrooms has continued to rise, leading to an increase in investment in kitchen and bathroom decoration. For urban residents, if they spent 10,000 yuan to decorate the kitchen and bathroom ten years ago, most people would find it a luxury. Now, spending 100,000 yuan to decorate the kitchen and bathroom, many people feel acceptable. . The change in consumer attitude has brought about a rapid expansion of the kitchen and bathroom market capacity, which has led to a rapid rise in the kitchen and bathroom industry.
While the kitchen and bathroom renovation investment has increased, consumers also hope to enjoy better enjoyment from the kitchen and bathroom life, so the level of demand is also upgrading. The first level of upgrading is the pursuit of economic indicators such as “energy savingâ€; the second level is the pursuit of higher comfort and other product performance indicators; to a higher level of demand, consumers will pursue “health and environmental protection†and other self-interests and society. The unity of responsibility. From the concepts of “energy saving†and “comfort†to “health and environmental protectionâ€, it is a process of continuous upgrading of demand and more opportunities for market development. It is inevitable that products and services must be upgraded accordingly. This is an important future for the market. trend. For kitchen and bathroom appliances, many market factors are both opportunities and challenges.
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