Abstract: with the sporadic spread of the epidemic, double limit and one rise, fluctuations in the real estate market and other factors, 2021 in the integrated kitchen electricity industry also experienced the ups and downs of the recovery at the beginning of the year, the off-season of demand from July to August in the middle of the year, and the rebound of performance at the end of the year. It can be seen that the development of industries and enterprises has never been a straight line, and the spiraling three-dimensional graphics may be more accurately restored. To make friends

In recent years, the kitchen layout of integrated stove enterprises has gradually developed from integrated stove single product to integrated kitchen electricity, and then to integrated kitchen, and gradually derived the concepts of two kitchen centers - kitchen cooking center represented by integrated stove and kitchen cleaning center represented by integrated sink and integrated sink dishwasher, which are gradually entering the public view.

The concept of two kitchen centers has become a new trend in the integrated stove industry and even the kitchen electricity industry in 2021. Major enterprises take advantage of the trend to increase the kitchen system and layout the overall kitchen.

In this regard, this issue of “integrated kitchen theory” will review the industry trend of “integrated kitchen systematization”, draw a conclusion for the past year and fill the energy for the new journey.

Multi brand layout, overall kitchen, overweight kitchen electric set system

With the kitchen consumption becoming more and more scene oriented and one-stop product consumption trend, the systematic demand from users for kitchen cooking scenes has been put on the agenda and strategy of integrated kitchen electric enterprises. The combination of the two kitchen centers provides a more comfortable, clean and healthy integrated kitchen system solution for Contemporary Chinese families.

Against this background, some integrated kitchen enterprises began to put forward the nested integrated kitchen strategy of two centers and shouted the slogan similar to “one kitchen, two…”. The configuration of one kitchen plus two has become a nested standard configuration.

In August this year, the new concept of “Integrated Dishwasher” and “intelligent dishwasher” of U8 were launched at the same time. The two new Senge products are enabled by voice interaction, and the functional zoning of the future kitchen is carried out by “kitchen cooking center” and “kitchen cleaning center”, reflecting the “ideal” connotation of “Senge new integration, ideal new kitchen”.

Facing the market in 2021, Jindi also officially put forward the systematic product strategy of “one kitchen, two Jindi is clean”, and reshaped the kitchen standard around the two centers of integrated cooking and integrated cleaning. In the face of the various new kitchen needs of consumers in the Z era, we have seen the deeper “net” needs of consumers.

As a global household appliance brand, Midea, based on its in-depth insight into the pain points of consumers and taking “kitchen reconstruction, one set is enough” as the core concept, has customized Midea’s smart integrated kitchen · Yuejia set for modern urban families. The new generation of high wind pressure steam washing integrated stove y36 · Yue kitchen is matched with the new generation of integrated cleaning center · Yue Jing xq02 to reshape the moving line of the kitchen, which deeply expresses the concept of Midea’s desire to bring a “relaxed, clean and healthy” intelligent life to thousands of families.

With its unique vision, the strong rising integrated stove, dark horse Cohen, also laid out the kitchen system and put forward the solution of “one kitchen, two centers” - the integrated cooking center s series integrated stove + integrated cleaning center X Series Integrated sink. Starting from the scene level, make a “+” method for the kitchen, so that consumers can experience the happiness of the kitchen in an all-round way.

At the same time, Cohen’s slogan of “one kitchen, two centers” has not only helped enterprises create a brand positioning more suitable for the needs of market users and high-end users, but also created a more differentiated sales scene and built a new dynamic sales system.

Under the trend of “cooking + washing” integrated kitchen layout, in addition to the above-mentioned enterprises, whether it is traditional kitchen electricity veteran Fangtai, boss, vantage, SHUAIKANG, Wanhe, Wanjiale, or integrated kitchen electricity representative Martian, Yitian, more and more enterprises are beginning to pay attention to the importance of integrated solutions under the overall kitchen strategy.

For enterprises, the systematization strategy makes it easier for dealers to sell goods, increases the floor efficiency of single stores and improves the profit space of stores; For consumers, systematization is also a necessary scheme to meet the demand of one-stop purchase, and it also brings more choices to consumers. Generally speaking, it is the general trend to integrate the whole kitchen, function integration and category diversification, and it is also the necessity for the integrated kitchen electric industry to gradually mature.

Take advantage of the market outlet to grasp the consumption trend

Consumption comes from the market, and kitchen electricity, as a household durable consumer goods, is inextricably linked with the real estate market. On the one hand, China’s real estate has changed from incremental construction to stock operation. The era of housing “aging” is coming, and the renovation of old kitchens in the home decoration market is quietly rising.

After in-depth analysis of the current situation of China’s old kitchens, we can find several common problems, such as unreasonable moving line layout, crowded space, insufficient storage, less kitchen power function, low degree of intelligence, troublesome cleaning and so on. All of them are the culprits of undermining the quality of life.

Facing the urgent need of old kitchen transformation, integrated kitchen power enterprises have taken action one after another. For example, Senge took the first step in the old reform this year, launched the “24-hour rejuvenation plan of the ideal kitchen”, and launched a systematic combination of the integrated cooking center represented by Senge I8 intelligent steaming and baking integrated stove and the cleaning center represented by U8 sterilization integrated dishwasher. From the function and practicability of the kitchen to the beauty of the kitchen, it cracked most of the pain points of the kitchen before, during and after cooking, so as to provide consumers with more integrated, intelligent Simpler and worry free kitchen solution.

On the other hand, the current and future new housing market, although the growth rate has weakened, is still the driving force of the kitchen electricity market. The suite is also widely used in the new housing market. According to the white paper on user insight of complete sets of household appliances in China released by Aowei cloud network (AVC), among the people who have newly decorated or purchased household appliances in the past two years, the proportion of people who choose suite household appliances has reached 12%.

In particular, the younger post-80s and 90s have become the main consumption force of the new generation. Their demand for integrated stove products is not limited to the functional level. This is determined by the consumption characteristics of quality, comfort, convenience and willingness to try new products