Poor performance in the kitchen and toilet market, slow sales growth

It is understood that in the first three quarters of 2011, the year-on-year growth rate of major home appliance retail sales of the 100 key large retail enterprises nationwide showed a negative growth. Among them, the sales of kitchen and bathroom products decreased by 3.30% compared with the same period of last year, and the sales amount increased by 5.25%. However, compared with the increase of more than 10% last year, the growth rate has obviously slowed down.

Inappropriate macroeconomic environment, shifting costs to high-end plants, and seeking high-end breakthroughs began with the shortage of labor at the beginning of the year, followed by monetary tightening, *** appreciation, power shortages, raw material price increases, and the real estate market slump. The cost of the product has risen; at the same time, with the development of the entire kitchen and bath industry, especially the participation of large home appliances or integrated household appliance companies, the technology upgrade of the product has been promoted, and intelligence and high-end technology have been put on the stage. Third, nowadays The young consumer groups are no longer simply satisfied with the improvement of the function, but rather what kind of products can bring them innovative consumer experience. Driven by these factors, leading companies have shifted their rising costs in search of new growth points. On the one hand, they have increased the supply prices of low-end products. It is understood that the factory supply price for kitchen and toilet products has increased by 5 percent compared to last year. %-10%; On the other hand, it began to seek high-end breakouts. There are two or five sets of smoke stoves on the market.

However, the wishful thinking of the factory has not been realized. The incompetence of the macro environment has also led to a stalemate in the consumer market associated with this, consumers’ consumer confidence has suffered, and purchasing power has also declined. Consumers' acceptance of high-end kitchens and kitchens is certainly not as good as that of household appliances. Consumers are more willing to buy products with high performance-to-price ratios, and high-end and intelligent products have become gimmicks. Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, also pointed out in an interview that the intelligent design of household electrical appliances must be based on convenience for consumers. It is necessary to emphasize the durability and convenience of the intelligent functions. The consumer's demand is the core principle. . The factory's blind pursuit of high-end, in order to pass on the idea of ​​cost, consumers did not buy it. Although Zhong Yikang data indicated that the proportion of sales of high-end and high-grade smoke stoves is increasing, the increase in sales shows that its role is evident.

The sales promotion of the market has been followed by a wave of consumers. The supply price of numb workshops has increased. With the increasing number of high-end products, businesses across the country, such as major retail terminals, have also come up with killers. They have not only changed the past holiday promotions. In the style of work, even the sales promotion is usually played, and the sales force is higher than the first wave, but the waves are lower than the first level. Suning Appliance related parties revealed without hesitation that the sluggish market and insufficient human traffic can only increase popularity through weekly activities and stimulate sales. The kitchen and toilet personnel in the United States also said that if consumers do not do activities now, consumers will not purchase, let alone increase, so we have done 10,000 promotions throughout the country this year. An Yongchao, the marketing manager of Supor Kitchen and Appliance Co., Ltd., also said in an interview with reporters that for major holidays, Supor will conduct a major promotion as a whole. The main forms are gift delivery, preferential packages, single product packages, and single product specials. , Participate in shopping mall activities and moderate staff promotions, etc. The investment and promotional frequency of promotional activities will certainly be higher than in previous years.

For consumers, promotions are not uncommon, from the novelty of the past, the greediness of being petty, to the fact that nowadays the words like promotions and discounts have been numb. The promotion tactics of merchants can no longer appeal to consumers. Consumers who really have needs will be touched.

Coupled with inflation and other factors, the concept of consumer shopping is also different from previous years, lack of confidence in the concept of consumption coupled with the mentality of the promotion has been weak, more business activities, but the flow of people still can not meet expectations.

Therefore, the sales of “May 1st” and “11th” in previous years accounted for about 40% of the entire year. This year, even during Golden Week, sales did not have much orgasm. It can be seen that despite the fact that high-end products have become the main push of manufacturers, the continuous increase in sales promotion efforts and the decline in consumer purchasing power have led to a decrease in the retail sales of smoke ovens.

The rise of other sales channels has divided the retail sales of national chain stores such as Gome and Suning, which has caused many manufacturers to place perspectives on the construction of other channels. At the beginning of 2011, domestic kitchen and small household appliance enterprises began to put forward one after another slogan, channel sinking, increase store construction, and march into online channels, diversifying channels. Although these channels were not proposed in 2011, compared with previous years, this year's attention was not comparable to any previous period. Taking the store as an example, Midea has built 1,000 stores in the second and third grade building materials markets this year. Vantage has newly opened or rebuilt 4,000 township and township stores this year, allowing channels to further flatten and maximize the coverage of urban and rural residents. In addition, new channels such as online shopping, TV shopping, and group purchase also shined in 2011. Including Vantage, Germany, Italy, Shuaikang and other famous brands have raised the goal of a substantial increase in sales. According to the "Emerging Channel Survey" conducted by Aiken Power Grid in June this year, Midea, Haier, Boss, Fanta, Vantage, Shuaikang, and Germany and Italy are all optimistic about new channels such as online shopping and group purchase, and stated that there are some new channels. Already implemented, some new channels have been included in the plan and are awaiting implementation.

The rise of these channels undoubtedly divided up the sales of retail terminals to some extent. However, in the past ten years, although KA stores have been criticized, it is still the preferred place for consumers to purchase home appliances. Manufacturers will never give up this field. Gome and Suning have more than 1,000 stores. Although the emerging channels are not yet mature, they are still worth trying. They should be one of the manufacturers' choices. This is not only a horizontal and vertical channel and market supplement, but also an opportunity for manufacturers to regain the initiative by binding the existing channels.