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厨电业两线作战:淘汰赛与团体赛号角长鸣

2017-08-22 10:13:05   中国经济网

原标题:厨电业两线作战:淘汰赛与团体赛号角长鸣

与彩电企业倒退的利润率、白电企业普遍不到20%的利润增长率相比,厨电企业动辄30%-60%的利润增长率让整个家电业垂涎三尺,厨电行业也因此被称为整个家电行业的利润高地。

厨电企业获利丰厚就可以高枕无忧了吗?非也。

老板电器在2017年半年报中表示,房地产市场的波动、原材料价格的波动、行业集中度的不断提升,已成为影响厨电企业盈利能力的重要因素。

事实上,中国家电网记者在“2017中国厨电高峰论坛”前期的行业调研走访中发现,除了要应对宏观因素影响下的“淘汰赛”,中国厨电企业还正在打一场新兴厨电品类的“团体赛”,“天生富贵”的厨电企业并不像人们想象的那么无忧无虑。

“淘汰赛”的三重境界

奥维云网发布的厨电行业线下监测数据显示,在2017上半年,油烟机品类TOP10品牌市场份额为88.4%,同比增长1.6%,同期油烟机品类品牌数量减少了3%;燃气灶品类TOP10品牌市场份额为86.8%,同比增长1.9%,同期燃气灶品类品牌数量减少了8%;消毒柜品类TOP10品牌市场份额为91.6%,同比增长2.4%,同期消毒柜品类品牌数量减少了12%。由此看来,厨电行业的“淘汰赛”已然拉开战幕。

在许多行业人士看来,厨电行业身为利润高地,引来了综合性家电巨头以及其他资本力量的深度介入,可能会抢占一部分传统的专业性厨电企业的市场份额,厨电行业或将迎来一场深度洗牌。

不过记者通过调研发现,企业之间的市场竞争只是厨电行业“淘汰赛”中的一个层次,上游波动风险以及行业标准的倒逼、新兴品类对传统品类的替代趋势已经显现,这三股势力共同构成了厨电行业“淘汰赛”的三重境界。

格兰仕微波炉销售总监曾传涛告诉记者,除了原材料价格波动给家电企业带来成本压力之外,货物运输相关的规定以及“环保突击”也会在产品流通和制造领域带来成本的增加,综合以上因素进行粗略估计,相关企业成本上升幅度大概在8%到10%。

中国家用电器标准与技术相关专家认为,目前中国厨电行业有300多个品牌,伴随着家电质量标准的不断提升,预计其中超过一半的品牌将被淘汰出局。

除了宏观环境的“自然淘汰”以及企业竞争的“市场淘汰”,新兴产品功能对传统产品的淘汰则属于三重境界中的另类。

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