In recent years, the renovation of new homes has boosted the consumption of kitchen appliances. However, at present, the two-piece consumption of hoods is basically the mainstay. There are not many high-end sterilizers. The city’s journalist Jiang Shihua has not fully started. In the renovation of residents' new homes, compared with the proportion of 60% of the three sets of cigarettes in the city, the proportion of disinfection cabinets and smoke stoves in Beijing is only 10%, and only a few residents use three products at the same time. In the south, residents purchase disinfection cabinets mainly for disinfection and drying of tableware, etc., and choose to embed two layers of products, one for high temperature disinfection and one for ultraviolet ozone disinfection. In contrast, Beijing's disinfection cabinet products are mostly desktop-based, with an average price of only 500 yuan to 600 yuan. The market is slowly rising, and the annual sales scale is only about 50 million yuan.
According to the investigation by the reporter, another reason for this situation is that the terminal marketing costs are high, professional brands are unable to cultivate the market, and non-professional brands are not the main push. Beijing is a typical terminal market. The home appliance chain has an absolute monopoly position. More than 80% of home appliances are sold through home appliance chains, and 60% of products such as smoke stoves have entered consumers through this channel. China Famous Brand Strategy Promotion Committee Deputy Director Feng and his entourage came to Shangpengtang (Guangzhou) Electric Appliance Co., Ltd. in Huangpu, Guangzhou.
Director Ai's recognition of the expenses can not support the sales of the market, so many professional disinfection cabinet brands have no choice but to withdraw from the mainstream terminal, unable to cultivate and cultivate this market. From the brand point of view, the Beijing market is dominated by Wanhe and Kangbao. The annual sales scale is only about 10 million yuan, accounting for 20% to 25% of the market respectively. Wanhe has a best-selling product of around 600 yuan, as does the combo disinfection cabinet, and the desktop has a major share. Although Fangtai, Boss, Shuaikang and other major manufacturers of smoke stoves have launched disinfection cabinet products, the price is high, the demand is small, and the actual sales volume is not high.
Dishwasher sales in Beijing are more disadvantageous than in the case of sterilizers. Recently, the author came to Beijing Suning, Suning's 28 stores in Beijing, only Haier and the United States two brands have dishwasher products, and in recent years, the sales scale of the two brands is only between 700,000 yuan and 800,000 yuan. In general, in an international metropolis like Beijing, the dishwasher is promoted to the market as a complementary product by various brands to enhance the image. The overall market size is less than 3 million yuan; principle and various technologies, live demonstration The heating condition of the patented technology of Shangpeng DHR double-loop heating, which represents the latest technology of induction cooker. The person in charge of the brand promotion committee believes that Shangpentang's core competitiveness of the company is derived from R&D and production strength. Encourage Shangpengtang to vigorously develop brand strategy, establish market position and establish a higher corporate image. In order to create a Chinese brand-name product, we will continue to make progress and contribute to the popularity of induction cookers.
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