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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

据了解,在国外高度普及、在国内正高速发展的洗碗机产品具备烘干、除菌消毒的功能,有业内人士认为,随着洗碗机在中国市场的普及,消毒柜的地位将受到一定的挑战。

“消毒柜是个中国特色的东西,因为国外洗碗机普及较早,消毒柜在国外市场使用相对少一些。”美的厨电国内营销公司嵌入式营销部部长梁正涛告诉记者,与消毒柜相比洗碗机的储藏功能相对弱一些,容量大的嵌入式洗碗机一旦普及,消毒柜品类可能会面临威胁。

“团体赛”的纵深迂回

“如果有消费者愿意使用、购买洗碗机,我们根本不介意他们是不是买美的。”美的洗碗机中国销售公司总经理张新科告诉记者,洗碗机这类产品的特点是,初期推广难,一旦使用以后肯定会被征服,并成为洗碗机坚定的支持者。

目前来看,洗碗机已经成为中国家电行业增长速度最快的品类,未来的市场潜力非常大。现在的问题是,消费者对洗碗机节水、干净卫生、减轻家务劳动等方面的认知还有待进一步提高。消费者在选购洗碗机过程中,安装与家庭装修匹配的问题也需要进一步的解决。

针对嵌入式洗碗机在普及推广中遇到的问题,中国企业刮起了一股“免安装”风。方太的三合一水槽洗碗机,“美的范”免安装洗碗机、海尔“小贝”台式洗碗机等明星产品的问世,为洗碗机的普及推广立下了汗马功劳。格兰仕相关负责人在不久前的洗碗机普及会议上也明确表示,免安装洗碗机将是格兰仕下一步的发力方向。

不过,记者在走访格兰仕、美的、华帝等厨电企业时发现,虽然免安装洗碗机成为一种风潮,但是在企业负责人的内心里最看重的还是嵌入式产品。

“市场中的免安装洗碗机其实是嵌入式的前奏,我们真正要发力的还是嵌入式产品。”华帝营销总部副总经理蔡小军告诉记者,嵌入式洗碗机容量大、体验好,未来将成为更多消费人群的选择。

张新科表示,由于外贸做的比较早,目前嵌入式是美的洗碗机的营收主力,现在在国内大力推广免安装洗碗机,更大的意义是在普及期给消费者更多的选择,让更多的消费者知道洗碗机,更方便更容易的接受洗碗机,由于嵌入式洗碗机拥有诸多优点,将来会在中国市场迎来更好的发展。

事实上,嵌入式电蒸箱、电烤箱、蒸烤一体机等新兴厨电品类目前在中国市场的发展增速非常惊人。但是,受限于橱柜尺寸、水电线路规划等因素,嵌入式产品的发展还面临着一些障碍。

据了解,目前中国家用电器协会厨电专委会正在积极推动《家用整体厨房电器常用尺寸和安装配置指南》(以下简称指南)的制定。指南的制定将在产品安全性、主要性能、水电接入、尺寸模数等方面形成指导意见,减少企业在同类产品设计的相关层面产生不必要的精力消耗,通过模块化对接减少厨房电器产品入户安装、空间规划等方面的不方便,在提倡个性化设计的同时让厨房电器的产品设计有章可循,体现行业发展的规范性。

蔡小军表示,行业协会等机构的推动对嵌入式厨电的发展将产生积极的作用。不过,嵌入式产品的发展还需要家电企业、橱柜、房地产商、住建部门的共同推动。除了行业机构、政府部门的推动,其实最有决定意义的是市场的推动。一旦消费升级达到一定程度,消费市场倒逼房地产商对厨房布局规划进行优化,嵌入式产品乃至厨房经济将会迎来大跨步的发展。

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