1、 Development trend of integrated stoves

As a new product, the integrated environmental cooker appeared earlier in 2001, and its real rise was in 2008. At present, the main domestic production enterprises are concentrated in Shengzhou, Yuyao, Cixi, Jiaxing in Zhejiang Province, Shunde and Zhongshan in Guangdong Province. In terms of scope and strength, small and medium-sized enterprises are generally expected to enter this industry, There are less than 5 domestic enterprises, including OEM OEM, that can complete independent production from parts to complete machines. There are only about 2 or 3 enterprises with independent development and production strength and brand operation strength that can really have a say in the industry. The representative enterprises are mainly Meipan, Meida, Senge, etc. Mida is an earlier brand in the industry. At present, the products independently produced and promoted are deep well integrated stoves; Senge independently produces and promotes side suction integrated stoves; The products produced and promoted by Meipan are both deep well type and side suction type.

The single brand of integrated environmental cooker market rose in 2001. It is a product launched by Mida Electric. After several years of market promotion, it was recognized by local consumers in 2007 with its unique advantages of environmental protection, energy saving, oil smoke free, ultra quiet, etc. Since 2008, a large number of household appliance enterprises have focused on integrated environmental protection Kitchen appliances The future development trend and market have entered the industry to participate in competition. At present, there are more than 400 enterprises engaged in the production and brand operation of integrated environmental protection stoves in China. According to statistics, in 2008, the national market capacity of integrated environmental cookers was about 100000 units, with a market share of about 0.3%. In 2008, the wholesale price of environmental cookers from mainstream manufacturers was between 6000 yuan and 10000 yuan. It is estimated that the market capacity will expand several times in the next five years. Since there will be 90 million kitchen decoration market capacity in China in the next five years, with an average annual capacity of 20 million units, with consumers' pursuit of healthy and environmentally friendly kitchens, it is bound to promote the market for integrated environmentally friendly stoves pin Sales and scale.  

2、 High profits induce enterprises to swarm in

The reason why small and medium-sized enterprises are attracted to "test the water" is that their profits are attractive. Industry insiders have disclosed that the consumption cost and production cost of integrated environmental cookers are between 1800 and 3500 yuan, while the market price is more than 5000 yuan. Compared with traditional smoke cookers and small household appliances, integrated environmental cookers are more operable and have more room for development. In addition, the smoke absorption rate of nearly 100% makes such a product more likely to be trusted by consumers, and the demonstration method of "stir frying red pepper" is also popular. This promotion form is similar to the promotion of the early near smoking range hood, because the actual function was recognized by consumers, the market was quickly opened, and many enterprises joined the competition, and the market share was rapidly expanded. In addition to its outstanding smoke absorption effect, the integrated environmental cooker is equivalent to an integrated cooker, range hood, disinfection cabinet or locker cupboard This greatly increases the use space of the kitchen. This multi-functional combination mode provides a support point for its high price sales. As far as its products are concerned, the manufacturers entering the market also see the durability of this high profit. These comprehensive factors will lead more manufacturers to enter this industry, as can be seen from nearly 400 enterprises entering this industry now.

3、 Problems in the development of the industry

（1） Small and medium-sized enterprises lack the right to speak

Due to the phased success of Meida, a brand of integrated cooker, and the high profits of its products, many enterprises have entered the integrated environmental cooker industry. However, the scope of most enterprises is so small that even consumers do not know of such a brand. As far as the industry is concerned, the good and the bad are mixed. Although Meipan, Meida and Senge are real independent production and R&D enterprises Faucet It supports the development of the whole industry, but because there is no unified standard in the industry, the phenomenon of fishing in troubled waters is full of: many enterprises do not even have production workshops and are also known as the top ten brands, and the entire enterprise only produces one or two specific models of products and is also known as independent production; These make the development of this industry full of frustrations. Throughout the industry, as of the end of 2008, Meida was still the largest, but its annual sales volume was only 80000 units, and there were few enterprises with annual sales of tens of thousands in the industry. Although the integrated cooker has been recognized by the market, the small and medium-sized enterprises have limited manufacturing strength and implementation ability, so they cannot enlarge this "cake" in a short period of time. The development of the industry is obviously unfavorable due to the lack of attention and investment from large enterprises. Especially in the initial stage of the industry, there is a lack of brand leaders and the right to speak in the industry. It is impossible for consumers to quickly understand products and establish advantages in channels. Today, most of the nearly 400 integrated kitchen enterprises entered are just for short-term "gold rush", and the lack of long-term development thinking is particularly prominent. Therefore, the major problem encountered in the field of integrated environmental protection stoves dominated by SMEs is how to make more agent And consumers understand and believe in this product. The manufacturing process of integrated environmental cookers is limited. Although there are many brands of integrated cookers in the market, few of them have achieved in terms of production quality and design process, namely, Meipan, Meida, Senge and other enterprises with R&D and production strength. Although these enterprises are leading in development, they have directly affected consumers' trust in the integrated cooker product industry.

（2） Lack of industry specifications

The integrated environmental protection stove is just a concept in China. In fact, the existing kitchens in Europe and the United States all use integrated stoves; Due to different cooking habits, integrated stoves in Europe and America do not carry Range hood Function. According to the traditional cooking habits of Chinese people, the domestic integrated cooker products in China integrate integrated kitchen Concept It combines four different products, namely range hood, cooker, disinfection cabinet and storage cabinet, and has the characteristics of environmental protection, energy saving, smoke free, ultra quiet and intuitive display. Such products cannot be identified as range hoods or stoves, or disinfection cabinets in the current kitchen electricity industry. At present, the relevant rules for the inspection of stoves, not to mention the industry norms, are still applied to the inspection of their production and quality. But as far as the name is concerned, the integrated environmental protection stove is to highlight the function of the stove. As we all know, the traditional three piece cigarette machine, cooker and disinfection cabinet industry is now very mature. It is unscientific to understand the integrated environmental protection cooker as a concept centered on the cooker. Its important function should lie in the function of the cigarette machine. It is its center to deal with the problem of oil smoke absorption rate satisfactorily. It is also the oil fume that troubles thousands of housewives. It is the ubiquitous oil fume that makes people turn pale when talking about cooking and becomes the reason why they are unwilling to enter the kitchen. The integrated environmental cooker industry has changed this situation. It thoroughly solves the problem of oil smoke with a common smoke exhaust method. In particular, Meipan's "magic wind" function and Meida's "double isolation" can reach a net absorption rate of almost a percentage, so that consumers no longer worry about the smoke surrounding the kitchen and the choking taste of pepper. The integrated stove has also changed the concept of Chinese kitchen. But we can't consciously follow the trend, we can't just look at the appearance of products. At present, there are many products on the market that simulate following the trend. Mixed with consumers' audio-visual. Many integrated environmental cookers have heard that there are many patents, but after careful inspection, it is found that they have nothing to do with environmental protection. It is difficult to clean the oil smoke in the cavity. Some products have oil leakage from time to time due to unreasonable oil circuit design, let alone environmental protection? It can be seen that the name does not match the reality.

（3） Increase in operational risk

Many small and medium-sized enterprises have seen the market expansion and returns of Meida, Meipan, Senge and other enterprises enter the industry, but the entry of many enterprises has also brought many problems to the industry. First, as more and more manufacturers enter the industry, their operating costs, operating profits and various policies will become more transparent Consumers will choose more wisely in the information period, and the mixed products will encounter obstacles and become the past, which goes against the original intention of enterprises to enter the industry and drive the development of the industry. Secondly, the channels need to be further developed. As far as the whole industry is concerned, the main channels for integrated environmental protection stoves are concentrated in exclusive stores and building materials market Compared with the channel of traditional stoves, it is too narrow and small. We need to rely on dealers to set up stores for distribution planning. However, with the increase of new brands, the channel and scale will become larger and larger brand At the same time, when it is presented in the market, there are many choices for dealers and consumers, and the entry of so many new manufacturers will also lead to confusion and weakness of brands, which will directly limit the sales increase, that is, dealers and consumers feel that there is not much difference in which brand they buy, especially enterprises and brands without brand awareness or cost performance advantages, The living environment will be worse; So, in fact, it is a true proof of the saying: natural selection, survival of the fittest, survival of the fittest, this disappear and that rise; Only those manufacturers who have mastered the core production and R&D capability can survive in this iron and blood law.

4、 Future development direction of the industry

The near smoke range hood has gone through a process of nearly 10 years from its debut to being recognized by the masses of consumers. In the past decade, it has only taken two or three years to enter this category from only small and medium-sized enterprises to mainstream enterprises in the industry. After all, the near suction range hood plays a very important role in the kitchen movement in China with its unique functional selling points. What can the integrated environment-friendly stove, as a high-end member of the kitchen and bathroom family, bring to consumers? It should be a substitute for the higher grade share of the overall cabinet. Such potential and concept will certainly make it the next "near smoke range hood" mode.

The changes and achievements of the kitchen have made great progress in people's material living standards, and the living environment has been improved rarely. People's demand for the kitchen is no longer limited to simple application, but to make the kitchen space a comprehensive demand integrating application, warmth, beauty, quality and green. From the increase of kitchen equipment, to the integration of kitchen and electricity, and then to the overall kitchen; From the traditional closed kitchen to the open kitchen and the living kitchen, a real kitchen revolution is starting in China. The renovation of the kitchen Kitchen appliances Enterprises have invented and created opportunities, and integrated environmental protection stoves are born under this demand.

The kitchen space is not big, but consumers often regret more about the use of space in decoration, especially the kitchen cabinets and kitchen appliances can not match perfectly; The whole set of kitchen and bathroom equipment is not matched with the kitchen and bathroom building space, so it is difficult to install normally; All kinds of pipelines and interfaces are disordered and not matched, which makes it impossible to implement integrated design for kitchen and bathroom appliances, and affects the normal functioning of kitchen and bathroom applications. Common kitchen hoods and gas heater The smoke exhaust pipe of and the flue designed by the building cannot be successfully connected Gauge The norms are not unified, leading to waste of resources; And gas pipes Water pipe It is very troublesome to walk through the kitchen wantonly, forming kitchen cabinets and overall transformation of household space. These problems require new demands or new treatment plans for kitchen products, and integrated environmental protection stoves meet such local demands, which will be obvious when such products enter the home; However, as a high-end kitchen product, it is not possible to replace the traditional stoves. However, as an important product, it has great development potential in the future.

As an integrated cooker enterprise, at present, truly grasp the R&D, production and technological innovation, and consumer oriented brand operation is the fundamental. The development of the industry needs brands, especially the brands with the right to speak are few and far between. Experts pointed out that the enterprise's core technology or short-lived publicity has attracted special attention from all walks of life. Its role is positive, but it wants to truly transform the brand in the publicity into brand To transform manufacturing into creation, the core production R&D capability in the true sense is indispensable. If the core independent production and R&D capability is ignored by the publicity of fishing in troubled waters just to see the industry profits, then the publicity will become a show on the industry stage, and the enterprise will not get closer to the real brand, but will get farther and farther away.

The whole industry of integrated cooker needs more enterprises to treat the market and consumers with integrity, and the way of enterprise development is not to speculate and take advantage of opportunities. Instead of being keen on superficial business philosophy, enterprises should practice their internal skills, do a good job in their products and prepare for the future.