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Wei Electric’s first week of this year’s online promotion campaign achieved a good start, indicating that the kitchen power market has great potential. This article takes the retail data of the kitchen wire on the first week of the “618” as the benchmark, and represents the traditional kitchen electric smoke stove, the emerging category dishwasher and the embedded one machine, and the water purification equipment, from the average price performance and product structure. Analyzed the online market trend of kitchen and bathroom electrical products.
Data Description: “The promotion activity will open at 0:00 on June 1. The analysis period is from May 28 to June 3 (22 weeks in 2018); the same period last year was May. From the 29th to the 4th of June, May 30th is the Dragon Boat Festival.
The most popular event in 618 was kicked off last week. All major platforms and major brands have launched various promotions, such as spikes, straight drops, all-category red packets, and full Reduction, return, allowance, etc. In addition, all major platforms are online and offline, allowing consumers to buy and buy online and offline.
On June 1st, the zero o’clock sounded, accompanied by the advent of Children’s Day, “In 618, the China National Congress promoted officially, and the major platforms also ushered in a good start. Japan Daily. Next, let’s take a look at the performance of the online market of kitchen and bathroom appliances.
Zhongyikang online retail monitoring, kitchen and health appliances online market retail sales reached 1.42 billion, an increase of 54.8%, which is said that kitchen and bathroom appliances “618 online market flagged victory.
Traditional kitchen electric smoke stoves have grown steadily or flat; embedded microwave ovens and integrated products have increased by 155.9% year-on-year, while embedded steam ovens and embedded electric ovens have experienced negative growth. The embedded all-in-one machine increased by 279% year-on-year, and the retail share of the all-in-one with the steaming function increased by 4.2% year-on-year.
This shows that the embedded integrated market is considerable, multi-functional, cost-effective products are more favored by consumers, and the market is also moving toward functional composite products. The retail sales of dishwashers, water heaters and water purification equipment increased by more than 75% year-on-year, especially the retail sales of water purification equipment increased by 90.9%.
From the average price performance, the layout of kitchen and bathroom appliances in the online market focuses on “price ratio.” The average price of traditional kitchen electric smoke stoves declined slightly. The emerging category of embedded electric ovens and dishwashers all declined slightly. The embedded machine as the new darling price rose by 12.1% year-on-year; the average price of water heaters and water purification equipment The increase was relatively large, at 16.8% and 24.3% respectively.
From the perspective of product structure, products of big, beautiful, healthy, comfortable and intelligent have become the mainstream of the market and are more and more popular among consumers. Such as range hood: high air volume, high wind pressure, equipped with screen; gas stove: large firepower, high energy efficiency, multi-cooker; embedded micro-steamed and integrated machine: large capacity, smart menu, multi-function; dishwasher: enhanced baking Dry, diversified scenes; water heaters: precise constant temperature, zero cold water, intelligent; water purification equipment: large flux, low wastewater and so on.
The following is a representative of traditional kitchen electric smoke stoves, emerging category dishwashers and embedded ones, water purification equipment, and see the trend of online market for kitchen and bathroom appliances.
The range hood is moving in the direction of high air volume and high wind pressure. Compared with the same period of last year, the retail volume of large exhaust air volume (exhaust air volume & ge; 17m & sup3; / min) increased by 10.6%, of which, the large exhaust air volume (exhaust air volume & ge; 17m & sup3; / min) range hood The middle air volume is 17m³ /min, 18m³ /min accounts for the main share. The share of retail sales of wind pressure (maximum static pressure & ge; 400Pa) increased by 13.3%.
Gas stoves are developing in the direction of high firepower and high energy efficiency. Compared with the same period of last year, the retail share of large firepower (heat load & ge; 4.5Kw) increased more than doubled to 11.2%; the share of primary energy efficiency retail sales was close to 40%.
Among the product types of dishwashers, the embedded dishwasher is still in the mainstream, and its share has expanded. Among the embedded dishwashers (including standard, compact, sink, and drawer), the expansion of the dishwasher dishwasher volume is relatively obvious, from 10.8% to 15.0%. The brand participation of the sink dishwasher online market has also increased, and the market activity is high. There are 7 brands in the sink dishwasher line, 5 more than the same period last year; 15 in the online sales model, 8 more than the same period last year.
In the embedded machine, the steaming machine is the mainstream, but the share has decreased year-on-year. The micro-steaming machine share increased from 0.1% to 10.8%. The micro-steaming machine has more functions and more than one machine. It is a cost-effective product. All brands are also involved in the market of micro-steaming and roasting machines. There are 4 brands in the online market, 3 more than the same period last year; 5 in the online sales model, 4 more than the same period last year.
Among the product types of water purification equipment, pure water machines have occupied the mainstream position in the water purification equipment market, and the retail sales share has increased by 8.7 percentage points over the same period of last year. At the same time, the large-volume pure water machine was also welcomed by the market. The retail sales share increased by 21.8% compared with the same period of last year; and the market activity was high. There were 33 online sales brands, 9 more than the same period last year. There are 138 pin models, an increase of 70 over the same period last year.
The above is an overview of the opening of the kitchen and bathroom online market in 2018, 618It can be seen that the overall kitchen and bathroom appliances achieved a good start this year. In addition, there are still two weeks in the 618-year promotion, and the promotion activities are still going on, such as “the kitchen and bathroom ice price, the explosion of 50%,” “Insurance 618”; kitchen and toilet reduced by 1,000 yuan and so on. For the market, we must grasp the peak of sales and strive to create better market performance for the “618”.
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