In recent years, the kitchen appliance industry has been the “highland” for all kinds of capital competition. This is inseparable from the growth of the kitchen appliance market over the years, which is generally higher than the overall increase in the scale of home appliances and the high profits of kitchen appliances. At present, almost all home appliance brands are involved in kitchen appliances, and among them, there are countless unknown brands.

Struggling to expose the kitchen appliance industry to problems

First: lack of unified and standardized price guidance strategy, free to set prices, so that kitchen appliances manufacturers into the price war whirlpool; second: only pursue profits, do not care about product quality and service quality, consumer rights can not be guaranteed; third: no Uniform brand image, some kitchen appliance manufacturers do not have a unified VI, or do not follow the VI for image publicity, resulting in confusion of the brand image of kitchen appliances manufacturers; Fourth: production and sales are not coordinated, each one into one, no unified management and unified scheduling Fifth: the product is too monotonous, no technical content, no competition characteristics, long-term imitation and plagiarism, making the company lose its competitiveness.

All of the above indications indicate that the Chinese kitchen appliance industry is undergoing tremendous changes, and the industry has undergone a major reshuffle period.

Zhongyikang retail monitoring data shows: 5 kitchen appliances such as range hoods, gas stoves, water heaters, electric ovens, water purification equipment, etc. In 2017, the number of omni-channel brands sold was 475, 546, 416, 246 respectively. There are 284, of which 105, 127, 84, 73, and 79 are newly entered, and the number of exit brands is 102, 115, 60, 32, and 38 respectively. This amazing one-in-one data shows that the pattern of the kitchen industry is undergoing great changes.

Behind the situation of Chaoyang, the future market prospects of the kitchen appliance industry are still broad, but the shuffling and transformation boom in a short period of time has already started. That is to say, the total number of brands entering the five kitchen appliances category this year is 468, but 347 brands have been eliminated. There are a total of 546 gas stove brands, 127 new ones this year, and 115 brands have been withdrawn! On the whole, the number of new brands in the kitchen power market is greater than the number of exiting brands. The total number of brands participating in the market competition is increasing, the market vitality is increasing, and market competition is further intensified.

A large part of these eliminated brands are the “brand-name” cottage brand. In the past few years, because of the low cost of cutting corners and the similarity of some famous brands, a moment of gold was taken. However, in the past two years, with the increase in the clearance of counterfeit and shoddy products by the national regulatory authorities and major e-commerce companies, these brands have gradually lost their original markets, and many brands have disappeared from the sights of online stores and online e-commerce. I don't see it, especially after the fake cards such as fake cottage cherry blossoms, the whole kitchen appliance market is in a tight state, and in 2018 these brands can no longer afford to fall.

Previously, some insiders commented that the kitchen appliance registered a trademark, and then made a set of images, and finally found a white machine factory OEM products, as long as the marketing is done well, you can earn a lot of money in this line, the threshold The low-monitoring and difficult-to-use brands have made the kitchen and electric appliance market the hardest hit area of ​​the cottage. Only low-end, low-profit companies cover almost the edge of quality products, including low-end counterfeit, low-end edge ball (edge ​​brand), low-end inferior products, etc., all of which survive with small profits but quick turnover, but from now on This kind of small profit has come to an end.

Specifically analyze the dependence channels of these products and the main sales outlets, the first is the e-commerce channel, and the second is the offline agent channel. The sales outlets are mainly bulk stores in towns and villages and surrounding areas. Industry experts pointed out that in the next two years, most of the counterfeit and shoddy kitchen appliances will be eliminated online with the rise of vertical e-commerce, which is an inevitable trend. The follow-up profits of these brands simply cannot support normal operations, and it is impossible to raise prices substantially for channels. Therefore, the profit of unbranded value can only be eliminated.

Some experts said that the current kitchen power companies face high starting thresholds, high production costs, high channel marketing promotion costs, sinking channels, online traffic, and many other difficulties. The most important thing is the upgrading of consumer goods, low-end. There is no advantage in the low-cost marketing of capacity.

On the one hand, the low-end products of the kitchen power market were quickly eliminated. On the one hand, Fang Tai, Boss, Vantage, Haier, Midea, Sakura, Shuaikang, Deyi, Cohen, Wanhe, Wanjiale, Good Mrs., Famous, Sakura Snow, Schindler Brands such as Ouyi, Wanzhou, Hongri and Wanshixing are actively transforming to high-end, and in the context of consumption upgrading, high-end kitchen appliances are gradually accepted by consumers. The rapid growth of embedded kitchen appliances illustrates this point. .

In 2018, the development of China's kitchen electric appliance industry is complicated, facing many crises. The first is the rising cost of raw materials and other production costs.

From the beginning of 2016 to the beginning of 2018, due to the skyrocketing prices of raw materials, the prices of accessories and packaging increased significantly, and the enterprises with strong brand value did not significantly increase the price. However, the brands of low-priced marketing could not stand this hurdle. Channel price increases. However, after three times of price increase, the brand price is forced to be directly selected. Therefore, the brand concentration is becoming stronger and stronger in 2018, which leads to the reshuffle of the offline store in the country.

In other words, in the early years of the terminal market, it was seen that there were all kinds of street signs, especially the miscellaneous wife, the cherry blossoms in the cottage and the low-end brands. As the regional brands became more concentrated, most of the brands were Whether it is a regional brand or a national channel, at least 50% will be eliminated.

Second, the consumer goods upgrade low price and low allocation loses the advantage

For the brand, the biggest advantage is the low price, and with the impact of consumer product upgrades and consumer demand, the low-end products have gradually lost their advantages. In particular, consumers are becoming more aware of the brand. More and more people know about the distinction between brands and brands.

This is a new wave of commercial shuffling. Not only is the kitchen appliance industry, including all consumer goods, facing the pressure of huge shuffling. Under the confusion, many miscellaneous companies have already closed their doors and declared bankruptcy. It’s almost dying.

Third, overcapacity policy drives low-end capacity out

Since 2016, the country has repeatedly mentioned supply-side reforms and environmentally-friendly inspections, such as the slamming of low-end production capacity such as miscellaneous brands, so that the upstream supply enterprises of kitchen appliances have not yet returned, they have already faced Survival pressure. By 2018, it will continue to be heavily stressed by the environment. The entire kitchen power market is in a trend of increasing channel prices, but the sales volume is not growing. It is enough to confirm that the country is eliminating low-end production capacity, and there may be more measures to crack down on the quality. .

In 2018, the reshuffle of the kitchen appliance industry will be even more cruel, life and death can not help but their own, the brand against the trend of growth and expansion of scale, the elimination of miscellaneous brands is the general trend. Friends must be careful, stay away from the cottage, away from the miscellaneous cards! Follow the trend, self-upgrading and transformation!

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