Although the kitchen cabinet industry, which occupies a large kitchen space, started late, as a new product, whether in urban or rural areas, the overall kitchen cabinet market coverage has great potential to be tapped, and China's cabinet industry has entered the development stage of brand and marketing competition from product and channel competition.
Recently, when visiting some home building materials markets such as Beijing Beiqijia and B&Q, the reporter learned that with the arrival of a number of high-end cabinet and kitchen appliance brands, the cabinet industry has also become polarized. The stronger the strong, the weaker the weak. In the past, the production space of low-grade cabinet products was squeezed by the entry of foreign brands. The industry reshuffle has made some low-grade cabinets withdraw from the market, and the brand effect has gradually emerged. The clerk at the cabinet counter told the reporter that now consumers are slower to place orders and more rational in consumption. They used to think of price, but now they think of brand.
Mr. Yan, the private business owner, told the reporter that when the kitchen of the previous house was decorated, with the original intention of saving money, the standard of the kitchen cabinets he bought was beautiful appearance and cheap price. As a result, less than a year later, the hardware, countertops and plates were worn to varying degrees, bringing many inconveniences to life.
Mr. Yan said that with the further understanding of the cabinet, he decided to choose only among well-known brands. He made repeated trade-offs among domestic well-known brands such as Gold Medal, Haier, Oupai and Zhibang. Finally, Haier's senior brand background and service reputation made him more interested.
The reporter learned that at present, brand cabinet attaches great importance to brand construction and promotion of kitchen culture. Taking Haier as an example, the one-stop green concept makes it break out of the tight encirclement of the market. On the basis of the effect of mature household appliances brands, Haier integrated household appliances to provide high-quality overall kitchens for the market, invested 183 million yuan to build a world-class and Asia leading digital production base, and took the lead in putting forward the sales concept of "integrated cabinet and household appliances, one-stop service satisfaction" in China, becoming "the leader of China's kitchen and bathroom industry".
Compared with previous years, the reporter also found that this year's major brand cabinets are more aggressive in environmental protection and intelligent high-tech.
Consumers prefer to buy green environmental protection cabinets when buying cabinets, which leads to fierce competition in the cabinet industry. Cupboards of all sizes compete for "environmental protection". Recently, the flagship store of Haier Integrated Kitchen opened in Wuxi Xihu Road. "New products exhibition, 0 yuan cabinet" brings surprises to people who pursue high-quality life. The safe kitchen with humanized design protects the healthy life of home, and 13 new green and environmental protection products become the eye-catching fashion focus on the opening day. According to Yang Zhen, head of the marketing department of Haier's integrated kitchen, Haier Kitchen has always spared no effort to advocate low-carbon and environmental protection, taking the lead in proposing the slogan of "healthy living, kitchen start", and promoting the "green kitchen project" nationwide. The high-quality kitchen that can stand the test of time is equipped with high-quality hardware and environmentally friendly zero formaldehyde negative ion plates, Haier integrated kitchen with super long service life.
However, today's consumers are not only satisfied with the environmental protection itself, and the kitchen is not just a place for fireworks stove. With the opening of home decoration pattern and the new replacement of cabinet style, it has become a "new living room" for modern families to entertain relatives and friends.
As a result, advanced intelligent competition has become the main competitive focus of new products of major brands. First tier brand cabinets such as Boloni, Haier, Gold Medal, Oulin, Hausen, etc. have all joined the ranks of "intelligent cabinets"; A series of cutting-edge technologies have entered the high-end kitchen and are closely related to people's lives. Haier has developed a unique online kitchen, which can be remotely operated online at will, saving time, effort, fashion and advance. The now popular U-HOME family design is more in line with the lifestyle and aesthetic concept of modern people. Its powerful technology realization and advanced manufacturing capability have brought far-reaching impact to the Chinese cabinet industry.
The insiders pointed out that the kitchen, as a family catering center, is getting more and more attention. In addition to its basic functions of cooking and cooking, it also has decorative functions and communication functions. Therefore, the design of the kitchen has become a crucial part of family decoration. Humanized functional innovation and fashionable design have become the main focus of new human consumption. The integration of kitchen and electricity has become a major trend in the development of the overall kitchen. The overall kitchen should be designed scientifically and reasonably according to the height, cooking habits, living habits, cultural cultivation of family members, and the actual space structure and lighting needs of the kitchen. At present, green, low-carbon and sustainable development have become a global consensus. Environmental protection, intelligence, ergonomics and other technologies have been continuously applied to kitchen design, and the introduction of energy-saving household appliances has ensured the environmental protection and safety of the integrated kitchen.
