The kitchen and bathroom electrical industry is a relatively fragmented industry. In recent years, various brands have been expanding their markets, and the industry's reshuffle is also accelerating. A peculiar phenomenon is that all major appliances have entered the kitchen and bathroom electrical industry, such as Haier, Midea, Siemens, etc., but in the industry, the first group is still the special features of kitchen and bathroom appliances, Fang Tai, Vantage, boss and Shuaikang, etc., as well as forwards, Schindler and other companies that have achieved considerable advantages in the regional market.
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   To understand the characteristics of the kitchen and bathroom industry and to find opportunities for development in the industry, one must first answer one question: why the kitchen and bathroom industry is so dispersed. It is different from small appliances such as microwave ovens, induction cookers, and electric fans. It is different from large power supplies such as color TVs and refrigerators.
one, " Contact " is between standardization and personalization
The so-called channel contact degree refers to the degree of contact and interaction between buyers and sellers in the process of trading and the consumption of products or services. For example, industrial equipment, software, technical training, etc., all require deeper contact between the provider and the purchaser, and the transaction can be successfully completed, and the customer can truly get value. And beverages, color TVs, rice cookers and other products, consumers will get the products, it is a low-contact product. The so-called personalization refers to the degree of differentiation of product consumer demand. The opposite of personalization is standardization. In general, standardized products are easy to scale production, with price advantage as a competitive means, while personalized products are often small-scale production, with the pursuit of high gross profit as the main competitive advantage. In general, standardized products have low levels of contact and individualized products have high levels of contact.
The dispersion of the industry often has a considerable relationship with channel contact and product personalization. In general, products with high channel contact have a short channel level, and manufacturers and consumers are closely related, and personnel sales and services are more important. For products with low channel contact, the level of middlemen is relatively high, and the brand and price factors are more important. Products with high contact are generally not easy to concentrate, and products with low contact are quite easy to concentrate. This makes it possible to understand why high-end clothing is often dominated by direct sales because of its strong personalization. Specific to the small household appliance industry, we can understand why the concentration of microwave ovens and rice cookers is high, while the concentration of kitchen and bathroom appliances is low. As for the related cabinets, the concentration is even lower. In kitchen appliances, water heaters are relatively low in personalization, so it is easier to concentrate. The range hood has a relatively high degree of personalization and a relatively low degree of concentration.
Some companies are trying to integrate the kitchen and bathroom industry to increase their concentration. This trend is positive, but if you do not understand the contact and personalization of kitchen and bathroom appliances. Then you may take the road. For example, in the usual industry shuffling method, the introduction of cost-effective special products, shuffling kitchen and bathroom appliances in a large scale and way, may encounter certain difficulties. why? This requires us to understand what the consumer demand characteristics of kitchen and bathroom appliances are.
Second, the characteristics of kitchen and bathroom electrical requirements
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The needs of kitchen and bathroom appliances have the following characteristics:
1. Branding and high-end demand
With the development of real estate in China, the people pay more and more attention to the quality of family life. Moreover, the price of real estate has also been rising. When people enjoy more and more quality real estate, they must bring the quality of the demand for decoration and kitchen and bathroom products. Therefore, the requirement for the branding of kitchen and bathroom products is an inevitable trend.
2. Consumer demand determines the proportionality between the purchase budget and the value of the property.
It is precisely because of people's pursuit of quality life that it determines the positive correlation between the purchase budget and the value of the property in the purchase of kitchen and bathroom appliances. This has been confirmed in many of our market research data. Therefore, trying to shuffle the industry at a low price has encountered a trap.
3 , the multi-level needs
It is precisely because of the large scale of market demand in China, but the level is different, which makes it difficult for the industry to cover all consumer groups with a certain level of positioning. This has brought considerable difficulties to the positioning of the enterprise. For example, Fang Tai is positioned in a high-end integrated kitchen, which should be said to be very successful, but its consumer group is also difficult to cover the middle and lower levels. This has made it difficult to achieve a monopolistic market share, and Vantage's positioning is high and low, and traveling between the city and the countryside will inevitably lead to its high channel costs, which will eventually lead to low profit margins. .
Third, about "The best selling, but the highest price " thinking
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In the consultation process of the kitchen and bathroom industry from EMKT.com.cn , there is a strange phenomenon: under the same brand, the best selling in the regional market is often the price is not low, even the highest of. For example, Chengdu's forward kitchen and bathroom is regarded as a regional brand, but its performance in certain areas of Sichuan is very amazing. Usually we think it wins with price advantage, but in a county town in Sichuan, its price is not lower than Fangtai, and it sells best. This regional character is evident in the kitchen and bathroom industry. I once asked a promoter of Fang Tai: "The opponents are all specials, discounts, are you not afraid? " She said confidently: " The people who buy those products are not our customers . " I think this sentence should be able to tell the consumption characteristics of the kitchen and bathroom industry. In some companies, they often complain that the price is too high, which is precisely the worst regional manager.
Fourth, the product's The nature of " semi-finished products "
To gain leadership in the industry, we must first understand the characteristics of the kitchen and bathroom industry. The most important thing in the middle is the importance of “ service †for the kitchen and bathroom industry. In the industry, especially in regional markets, brands often win with service. For example, Vantage's after-sales service commitment, Fangtai's service in Shenzhen, and the striker's service in Chengdu. No leading brand service in a regional market is not leading in the local area. Why is the kitchen and bathroom service particularly important? The main reason is that kitchen and bathroom electrical products are “ semi-finished products †. What does that mean? Newly purchased kitchen and bathroom appliances are often closely related to the decoration of the house. And kitchen and bathroom are the most frequently used appliances in daily life. Consumers often choose kitchen and bathroom appliances within the overall budget framework and design framework of the house, and their installation and decoration are closely linked. The products of the kitchen and bathroom industry are weak in technology and high in homogeneity, but the brand and service are quite different. Therefore, establishing a regional market competitive advantage by service is one of the main characteristics of the industry. The above characteristics help us understand why the behavior is so scattered, and also help to understand why the kitchen and bathroom industry is often the focus of the brand to succeed. Of course, this is just the basis for the marketing of kitchen and bathroom appliances. To achieve high growth and market position in the industry, it also depends on many factors such as brand, channel, distributor and marketing strategy, which will be discussed in a future article.
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