In 2014, the home appliance industry is experiencing the empty window period of preferential policies. In addition, negative factors such as the economic growth slowdown and the downturn of the real estate market make the home appliance market bid farewell to the era of high growth.However, rapid urbanization, Internet technology and rapid development of logistics industry and other favorable factors are changing the structure of the home appliance market.Therefore, under the compound influence of multiple favorable and unfavorable factors, the home appliance industry enters a period of deep adjustment and presents four characteristics: market growth returns to rationality, brand competition is more dependent on the internal strength of enterprises, township market shifts to cities and counties, and e-commerce develops rapidly.

From the point of view of different categories, 2014 traditional household appliances "winter", kitchen scenery "is still good".According to the calculation data of econ, from January to September 2014, the overall retail sales of household appliances increased by 4.4% year on year, in which the retail sales of color TVS, refrigerators, washing machines and other household appliances all showed negative growth year on year, while the kitchen and sanitary appliances market led by water purification equipment maintained rapid growth.In the first three quarters of 2014, retail sales of water purification equipment, gas stove, range hood and water heater increased by 74.8%, 9.3%, 12.8% and 8.2%, respectively.

Product upgrading is the general promotion of the average price of theme categories

Product upgrading became the theme of the development of kitchen and sanitary appliances market in 2014, driving the increase of average price of categories.Take water purification equipment and range hood products as an example. According to the offline monthly monitoring data of zhongyikang, the average price of water purification equipment from January to September 2014 was 2,595 yuan, up 4.6% year on year, while the average price of range hood was 2,529 yuan, up 10.7% year on year.In addition, the proportion of retail sales of products above 4000 yuan in each major market continues to increase. Take range hood for example, from January to September 2014, the proportion of retail sales above 4000 yuan accounts for 32.1%, which is 9.3 percentage points higher than the same period in 2013.Products to "tall on" has become another trend in the market development of kitchen appliances, its performance in the European range hood, near suction range hood, reverse osmosis water purifier and other fashion, safety, convenient high-end product retail sales share continued to climb, in the microwave oven, electric oven and other kitchen electrical products for the rapid growth of embedded products.

The overwhelming position of e-commerce is gradually established

The function and status of the electricity gradually established, inject new vitality to the development of the kitchen electricity market from yi kang 1 - September 2014 hutch defends product scale of total scale and online data, you can see that water appliances, microwave ovens and electric oven products online sales, penetration rate reached 16.4%, 14.2% and 34.1% respectively, lampblack machine, kitchen burning gas, water heater line scale share reached 9.3%, 9.5%, 8.0% he also.Econ is expected in 2014 the overall kitchen market e-commerce market share will reach 11%, 2015 this proportion will continue to increase to 18%.According to the word of mouth monitoring of econ e-commerce, the three major problems of product quality, delivery and installation/after-sales service, and price have become the focus of online shopping consumers.

2015 kitchen wei overall stability market trend before high after low

In yi kang is estimated that 2015 kitchen overall stability, market trend after low, is expected to 2015 retail sales of kitchen products will reach 153.2 billion yuan, a year-on-year growth of 14.3%.Retail sales of water purification equipment reached 26.4 billion yuan, up 58.9 percent year-on-year, and that of dishwashers increased 61.4 percent year-on-year.Range hoods, gas stoves, gas water heaters and other categories will maintain more than 10% of retail sales growth year-on-year.Steady growth, high-end & intelligent, online rapid development will become the key words for the development of kitchen and sanitary appliances market in 2015.