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吸油烟机高利润时代结束 专家称行业洗牌不可避免
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Haslett5236
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吸油烟机高利润时代结束 专家称行业洗牌不可避免
May 03, 2015, 08:51:31 AM
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近期,家电品类中的吸油烟机产品因质量问题被“点名”,大大打击了消费者的信心。据悉,中国燃气具行业产品质量并没有想象得那么乐观,很多厂家为了利益,不惜造假。长此以往,消费者的不信任必将侵蚀一些优质企业辛苦创下的“品牌基业”。有关专家表示,吸油烟机产品的高利润时代已经结束,生产企业需重回“质量为王”的时代。
国内厨电行业
步入调整期
过去十年,国内厨电行业经历了高速增长,市场销售额从2005年的164亿元增长至2014年的492亿元,奥维厨卫事业部总经理郭梅德表示,这十年间,厨电行业持续高速增长的时代已经成为过去,市场已经进入调整周期。
厨电行业的景气度与房地产投资和成交量有较为密切的联系,2014年厨电销售规模仅增长了5.9%,2015年,市场预计继续增长,但是增幅预计只有8.1%,达到532亿元。同时,国内燃气具企业正面临“危”、“机”并存的严峻局面:市场必将会逐渐淘汰一大批无核心技术的落后企业。
在市场整体增长放缓的背景下,有关专家表示,厨电行业的竞争和整合会出现新的变化。目前国内从事厨电生产的企业上千家,大体上形成了江浙品牌和广东品牌两大阵营对峙的格局,未来厨电品牌能够存活下来的不会太多,估计市场上会留下来4-5个高端品牌、4-5个中端品牌,这些品牌占据80%-90%的市场份额。
行业整顿重唤
“工匠精神”
近期,以吸油烟机为代表的厨电产品问题频出:先是中央电视台曝光了一些吸油烟机质量问题,之后,阿里又对“广州樱花”进行全线“封杀”,这些都敲响了厨电行业假冒伪劣行为的“丧钟”,也让厨电行业重新唤起确保品质的 “工匠精神”。
据悉,日本某家电企业为打造一款满意的电饭煲,首先邀请3000人品尝寿司,找出最适合的米;然后投入大量精力研究这种米的烹制过程,最后定出来制作电饭煲内胆的竹炭材料;接着派出多个小组在日本收购最理想的竹炭原料,最后高温烧制3个月,再去糟取精做成新型电饭煲内胆。这样一款产品的诞生,无疑是对“工匠精神”最完美的诠释。
由此可见,“工匠精神”其实就是一种态度,一种追求极致、精益求精的态度。一个企业从60分做到95分是优秀,从优秀到卓越是从95分做到99分,而“工匠精神”是助力企业从卓越到基业长青,从99分做到99.99分。在产品同质化、选择多样化的今天,让消费者满意的产品已不能够让消费者产生购买欲望,企业应该要努力争取那0.99分,用“工匠精神”打造自己的产品和服务。
价格战难在
厨电市场奏效
据了解,厨电行业现在奉行的是高举高打的模式,花重金投入广告和各种促销推广上,营销费用占收入的比例远远高过传统家电产业。
但随着行业发展开始减速,很多企业也开始回归到产品的品质上来。成立于1920年,至今拥有96年历史的日本厨电企业林内相关负责人告诉北京商报记者,林内产品的高品质与低故障率皆因在技术标准方面都以超出国家既定标准在严苛执行。林内每研发一款新品,都需送到日本总部的技术中心进行长时间的耐久性试验,其中包括抗风、抗水、抗盐雾、抗电磁冲击等测试。因此开发周期较大多数同类品牌长2-3倍。
燃气具行业专家表示,对于制造企业来说,高内制率虽然成本高,但是可以让企业很容易控制每个部件的技术和质量,对于产品的整体性能来说,要比采购部件稳定得多。据林内开发工程师介绍,林内在选材方面非常讲究,通过高内制率来确保产品的品质。绝不因为成本而牺牲部件的材质。正是由于在产品设计、部件选材和生产工艺等细节方面精益求精,林内产品才能始终保持卓越品质。
中国家电商业协会营销委员会执行会长洪仕斌表示,厨电市场除林内等少数品牌外,高端产品的市场主要由国产品牌控制,这在家电市场很少见。未来各家公司的竞争仍集中在产品创新和质量提升上,而通过价格战挑起行业恶性竞争中小品牌则没有多少市场机会。
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吸油烟机高利润时代结束 专家称行业洗牌不可避免
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