Real estate enters the era of full decoration, releasing considerable market space for the kitchen and electric industry

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From In the long run, the penetration of real estate decoration and urban renewal have brought huge growth space for the development of kitchen electricity industry. Under the general trend of consumption upgrading, the kitchen electricity industry will play an indispensable role in hardcover housing. How the kitchen and electric industry can deeply explore the value of products and services through in-depth cooperation with real estate developers will be an important aspect for the future development of the kitchen electric industry.

In 2017, China’s property market experienced a series of regulatory baptisms such as purchase restriction, limit loan, and price limit, and gradually returned to stability. In the short run, real estate regulation is regarded as an unfavorable factor for the growth of the kitchen appliance industry. However, in the long run, the penetration of real estate decoration and urban renewal have brought huge growth space for the development of the kitchen appliance industry.

In 2017, China’s real estate decoration market broke out in the fourth quarter, and it also showed a growth trend. According to Avi Cloud (AVC) real estate big data monitoring: the size of the fine decoration market in 2017 was 1.274 million sets, The growth rate is 9.9%, among which the kitchen appliances are still high-grade products, and the configuration rate is over 98%.

The era of full decoration is coming

In April 2017, the Ministry of Housing and Urban-Rural Development of Construction Industry “13th Five-Year Plan” proposed that according to the housing urban and rural construction business “13th Five-Year Plan Outline The goal is to ensure that by 2020, all new residential buildings in urban areas will meet the energy-saving standards. The urban green building accounts for 50% of the newly built buildings, the newly-built fully-renovated finished residential area reaches 30%, the newly-built fully-renovated finished residential area reaches 30%, and the green building materials application ratio reaches 40%.

China’s real estate has been officially entered into the “renovation era”. At present, the penetration rate of the full decoration market has exceeded 20%, which is 5% higher than that of 2016. More than 140 cities have been launched nationwide. Fully renovated projects, only nearly 30 new cities were added in 2017. At the same time, compared with the 80% penetration rate of developed countries such as the United States, France, Germany, and Japan, there is still a huge room for improvement in the future of China’s fully renovated housing market.

With the advent of the era of real estate renovation in China, real estate developers have returned to their original products to pay more attention to the quality and added value of their homes. For the kitchen appliance industry, the growing market for full decoration directly drives the development of the entire kitchen appliance industry. The data shows that the cooperation rate of TOP20 housing enterprises and kitchen appliances leading brands reached nearly 70% in the first three quarters of 2017, the range hood The matching rate of kitchen appliances such as stoves and sinks is over 95%. This means that the real estate channel will become an important growth point for the kitchen appliance industry in the future.

In addition to the continuous rise of the new housing market, in the future, the core areas of key central cities will be “old building renovation and stock improvement”. Urban renewal will also become an important growth space for real estate —— The times are opening. This will accelerate the pace of kitchen appliances renewal and release an objective space for the future growth of the kitchen power market.

Real estate developers and kitchen appliances have huge in-depth cooperation space

The trend of full decoration, consumers’ pursuit of quality kitchen life, and the cooperation between real estate developers and kitchen appliances Be inevitable. With the 80s and 90s gradually becoming the main consumer, their high pursuit of quality will directly drive the high requirements of full decoration. Space design and precision assembly play an important role in the high-end of residential buildings. From the analysis of kitchen appliance power allocation rate in the overall hardcover market, integration, intelligence and high-end are the requirements of more young people for kitchen appliances.

According to the survey, half of the consumers said that the budget for purchasing the whole set of kitchen appliances is between 5,000 and 10,000 yuan, which is basically the same as last year; the budget is more than 10,000 yuan, accounting for 22%; but the budget below 5,000 yuan Consumers are significantly reduced. In line with the high quality requirements of more consumers, the data shows that real estate developers prefer to buy first-line professional brands.

The traditional cooperation model only stops at the sales link, which is purchased by the developer and quoted and sold by the kitchen appliance company. In the era of full decoration, developers will build a collaborative and cooperative cooperation model with kitchen appliances, and kitchen and electric appliance enterprises will gradually shift from kitchen appliance manufacturers to kitchen solution providers. Many companies are trying to deepen cooperation with developers, advance cooperation from sales to design, and take the overall concept as the guide. The design, technology and marketing departments of the two sides work together to propose a total solution and further cooperation in the subsequent marketing. Break through sales with differentiated products and services.

The synergy between the developer and the kitchen appliance company is in-depth cooperation. The effect is obvious: First, it can reflect the developer’s insight and understanding of the residents’ aesthetic and residential needs, and enhance the brand reputation and products. understanding. Second, increase product added value, increase project premium and sales speed. Third, the cost aspect is conducive to reducing land value-added tax.

Under the general trend of consumption upgrading, the kitchen industry will play an indispensable role in hardcover. How the kitchen and electric industry can deeply explore the value of products and services through in-depth cooperation with real estate developers will be an important aspect for the future development of the kitchen electric industry.



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