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In the kitchen and toilet market, there is a rise in the shower room.

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In the kitchen and toilet market, there is a rise in the shower room.

Release date:2018-03-10 The author: Click:

The times are changing, and the market is changing. What changes have taken place in the kitchen and toilet market in 2017? In the new situation, how should the enterprise cope with the market change? In the Research Report on the market and consumption behavior of 2017 Chinese kitchen and toilet, the Research Report on the market and consumption behavior of China's kitchen and toilet in 2017 by the China Architectural Decoration Association and the home think tank of Rui Yan found that the 2017 kitchen and toilet market is rising steadily, and the kitchen and toilet intelligent products are popular. .

First, the scale of the kitchen and toilet Market

Kitchen and toilet decoration, as the most important part of residential decoration, will undoubtedly usher in new opportunities at the moment of the coming tide of all decorated residential buildings. Overall, the development of China's kitchen and bathroom industry in 2016 was more rapid than that in 2015, and the overall industry was running well and steadily.

In 2015, with the upgrading of consumption demand, China's economy has entered a new normal situation, the process of full decoration finished product housing is accelerated, Internet home clothing is rising, and the participants of kitchen and health industry entering the process of brand centralization will face full and cruel market competition.

In 2016, the sales of kitchen and toilet market was 251 billion 400 million yuan, up 4%. In 2017, the overall growth rate of the kitchen and health market was accelerated under the influence of good policy and market accumulation, and the market size was expected to reach 270 billion yuan, up about 7%. Among them, the bathroom market is 140 billion yuan, and the kitchen cabinets electricity market is 130 billion yuan. In addition, with the influx of capital market forces, most of the kitchen and toilet Enterprises above the scale will continue to maintain a strong growth momentum, with an average growth rate of about 30% in 2017 (Figure 2-1-1).

Two, the characteristics of the kitchen and toilet Market

1. market channels sink, three or four line cities have great potential

China's vast three or four line city is an emerging market with abundant potential and is still developing at a high speed. Research shows that the kitchen and bathroom industry will develop in the two directions: the release of consumption power in the core area of the big city and the new urbanization. At the provincial level, the competition of kitchen and toilet brand is fierce, and the surplus of channel resources, the huge market potential of the three or four line city consumers' purchasing power has been improved, which attracts various brands to test water in succession. It is inevitable that the marketing channel of the kitchen and toilet is sinking.

At present, the urbanization rate of China is over 50%. In the process of urbanization, with the improvement of residents' income and the improvement of living environment, consumers' demand for kitchen and bathroom products is also increasing. The National Bureau of Statistics predicts that China's urbanization rate will increase by 1 percentage points, which will drive the market demand of 7 trillion yuan. The improvement of urbanization rate represents the change of consumers' lifestyle and will greatly promote the kitchen and bathroom products. Compared with other people's electricity, China's kitchen and health products at home are still at a low level. With the continuous promotion of residents' income, the continuous promotion of kitchen and kitchen products, and the continuous improvement of the degree of urbanization in China, it will lay a good foundation for the continuous growth of the future kitchen and health products.

Under this trend, many kitchen and bathroom enterprises have focused their attention on the three or four tier city market with great potential for development. To carry out the way to sink the channel, quickly seize the three or four line market is not new, and the development of the county-level market economy to drive home decoration, household consumption needs also become the potential of the sinking of the channel. It can be seen that the vast space contained in the three or four tier urban market has become the engine to stimulate the growth of kitchen and bathroom products market sales. Statistics show that the proportion of kitchen sink enterprises' "channel sinking" is as high as 92%. When the time of the channel subsidence has come, the enterprise should not miss the trend of development, but it is difficult to open new fields and the mode of reform and development is more difficult. When many brands are sinking in the channel, they find themselves unsuitable for the channel market after sinking. The reason is that before the channel sink, it does not systematically study and analyze its brand positioning, product series and price system. It is based on the marketing model of its own large and medium cities. The result is the growth of the agent and the market after the sinking. Therefore, we can not give full play to the benefits of channel sinking unless we expand blindly, measure our own strength and balance the relations between the parties.

2. kitchen and bathroom industry market shuffle speed up, concentration degree increase

2014 is the watershed of the development of kitchen and toilet industry. Before this, the kitchen and toilet market was in a state of growth. After 2014, the market growth rate began to decline obviously. In addition to the new normalization of China's overall economy and the upgrading of consumer demand, it is also related to the high cost dilemma faced by labor costs, raw materials and energy costs, capital costs and environmental costs. It is also an inevitable rule for the industry itself to develop to a certain stage. Even if the real estate market in 2016 has a new wave of prosperity, it can not stop the coming of the adjustment period of kitchen and toilet industry, the future kitchen and toilet industry will be the overall performance of the increase of the brand concentration.

At present, every subdivision of the kitchen and toilet industry is not a large number of head merchants, with kitchen cabinet, bathroom, kitchen, tile and other categories of brand concentration increasing, the two or three line brand survival space will be compressed, brand level competition will be more strengthened, no brand based SMEs will face elimination, with brand enterprises The industry centered group will emerge in succession. Even in the kitchen and health industry, the domestic kitchen and electricity market in the field of kitchen and electricity is relatively concentrated in 2016, the domestic kitchen electricity market in 2016 is also a cruel shuffle. The data of orwei cloud net shows that the three brands of electric products, such as fumes, gas cooker and disinfector, have reduced more than 100 brands in 2016, and the competition is cruel.

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3. smart products of kitchen and toilet are hot, and consumption begins to be lazy.

In the report on the work of government in March 5, 2017, Premier Li Keqiang proposed that in 2017, the traditional industry should be greatly improved and the development of intelligent manufacturing is the main direction of attack. This reveals a signal: smart home, one of the intelligent manufacturing industries, will usher in the golden age of development.

It is predicted that the smart manufacturing industry in China will be expected to exceed 3 trillion yuan in 2020, and the smart home which is closely related to the living of human being is very rapid in recent years. According to the "China smart home equipment industry market outlook and investment strategy planning report" data show that in 2016, the size of China's smart home market reached 60 billion 570 million yuan, a year-on-year growth rate of 50.15%. The smart home is expected to usher in the next few years. By 2018, the scale of the smart home market will reach 139 billion 600 million yuan. It can be seen that the market prospect of smart home industry is huge. The basic concept of smart home is to integrate the integrated wiring technology, network communication technology, security prevention technology, automatic control technology, audio and video technology, audio video technology to integrate home life related facilities, build efficient residential facilities and family schedule management system, improve home security and convenience. It is comfortable and artistic, and realizes environmental protection and energy saving living environment. Since the birth of the smart home, it has been carrying out the mission of subtraction for the complicated life of mankind. The toilet automatically controls the warm faucet and shower, the toilet that needs to be opened, the kitchen cabinet component of the kitchen touch, the self cleaning tank, the Bluetooth function can be used as the intelligent mirror of the display screen, the intelligent hardware (fingerprint lock) and so on. Behind the simple multi-function, it is the user's high requirement of humanization and individuation of the intelligent product.

In the development of intellectualization, many cross-border cooperation between kitchen and bathroom enterprises and Internet companies is also a major driving force to promote the upgrading of traditional kitchen and toilet products. At the same time, the kitchen and toilet enterprises also play the role of the product port to explore more intelligent products, to bring consumers not only the improvement of quality of life, but also the subversion of life style.

As a part of smart home, intelligent bathroom is in the period of rapid growth. In recent years, intelligent toilet products, such as intelligent toilet, intelligent shower room, intelligent shower, intelligent bathroom mirror and so on, are becoming more and more consumers. The intelligent bathroom has become an important direction of the development of the bathroom industry, especially the intelligent toilet industry which is focused on by the state. It has become a window for China's manufacture and China. A series of measures such as the National Quality Inspection Bureau and the local quality inspection departments on the quality of the intelligent toilet and a series of measures to build a demonstration base of the national intelligent toilet industry can be seen from the State Quality Inspection Bureau and the local quality inspection departments, and the state's attention to the intelligent toilet and intelligent bathroom industry can be seen.

4. kitchen and bathroom enterprises actively touch the net and create new retail ecology.

According to CNNIC's latest "statistics report on the development of China Internet network", as of June 2017, the scale of Chinese netizens was 751 million, and the Internet popularity rate was 54.3%. It was up 1.1 percentage points from the end of 2016. The number of mobile phone users reached 724 million, and the proportion of users using internet access reached 96.3%. The digital technology, represented by the Internet, is accelerating the integration of various fields of economy and society, and has become an important driving force to promote China's consumption upgrading, economic and social transformation and the construction of new advantages of national competition.

In the first half of 2017, the application of business transactions continued to grow rapidly, and the scale of online shopping users increased by 10.2%. The characteristics of consumption upgrading in online shopping market are further revealed, and user preferences gradually shift to quality, intelligence and new product consumption. At the same time, online and offline integration has extended to deep people in the fields of data, technology and scene, and the huge user data resources accumulated by various platforms have been further valued.

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The electricity supplier and the traditional retailer have come to the "new normal" which is now win-win. China's consumption is constantly changing and upgrading in the development. Ma Yun believes that in the next ten years and twenty years, the statement of e-commerce will not be there, there will be only new retail, and only the combination of online and logistics can produce real new retail. The new retail era, in fact, refers to e-commerce and offline entity business, from the original independence, conflict, to mix, fusion, no longer separate the line from the line, to achieve the complete integration and complementary advantages of the two, to provide consumers with full channel and seamless consumer testing. In fact, the new retail era is a user experience oriented development mode. For consumers, the shopping experience is the focus of their real concern. It is this kind of consumer experience oriented development leading the kitchen and toilet industry to the new retail era.

When the whole channel is expanded, the boundaries of e-commerce and entities will become more and more blurred, and the three will be fully integrated. For consumers, it will be more convenient than the past. For the development of kitchen and bathroom industry, how to take the consumer as the center and maximize the shopping experience of consumers is the key issue for development.

5., kitchen and bathroom industry will be listed on the market, and capital will be open to change.

Last year, the kitchen and sanitation industry raised a boom in the market. The heat of the listed companies in 2017 was still undiminished, and the capital market was actively seized by the capital market to raise more space for the development of the enterprise.

In the first half of 2017, many enterprises have been listed successfully. In March, Piana, Optima and Optima landed on the Shanghai Stock Exchange and the Shenzhen Stock Exchange. In April, the Huida bathroom was officially listed on the Shanghai stock exchange. It became the first bathroom enterprise to landfall the main board of the A stock. In May, June, the gold kitchen cabinet, our happy home and the Chi state kitchen cabinet have also been listed in succession. The whole house customization enterprise has basically completed the pace of the market, which also marks the turn of the custom home field from the product competition to the capital competition.

In addition, many companies are still actively waiting in line. Monalisa group issued a prospectus in June to be listed on Shenzhen Stock Exchange. At present, there are still more than 10 enterprises in many industries, such as custom home, tile, bathroom, paint, lighting and other industries. It is expected that a large number of enterprises will be listed on the market next year.

Funds for enterprise management, is like the blood for the body, guarantee funds and smooth, for the survival of the enterprise and to do a strong and large, and listing is a better way for enterprises to integrate into the capital. Through the listing, enterprises can obtain strong capital support to expand the scale of the enterprise, improve the quality of the products, improve the design and R & D ability, and enhance the competitiveness of the enterprises. With the increase of listed companies, it is a good thing for the home industry. It will promote more standardized market and further promote the transformation and upgrading of the whole industry. But at the same time, after the enterprise is invited to go on the market, it will face all kinds of supervision and questioning from the whole society. Because of the focus, many small flaws may ferment into big problems, which will impede the listing of enterprises. The relevant enterprises must have a clear understanding and adequate preparation for this.

2017 the market of kitchen and toilet has maintained a strong momentum of growth. With the continuous promotion of the income of the residents and the continuous promotion of the products of kitchen and toilet, and the continuous improvement of the degree of urbanization in China, it will lay a good foundation for the continuous growth of the future kitchen and health products.


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