On December 21st, the “Kitchen and Electric Integration†technical project jointly developed by the China Real Estate and Housing Research Association Housing Facilities Committee, the Research and Research Center of the Ministry of Construction, the Kitchen and Bathroom Technology Research Institute, and Qingdao Haier Kitchen Facilities Co., Ltd. successfully passed the Ministry of Construction. The expert review and identification, this is by far the most authoritative technical review of the Chinese kitchen (cabinet) industry. It is reported that Haier's overall kitchen has participated in the preparation of the industry standard residential kitchen of the Ministry of Construction as the first participating unit. According to the person in charge of the relevant department of the Ministry of Construction, the standard will be introduced at the end of the year, when non-compliant kitchen products will be banned. Sold in the market.
Urgent standards have cracked the bottleneck of industry development, and the weight of the kitchen in the entire residential decoration is becoming more and more important. According to some surveys, the cost of kitchen renovation for urban residents has accounted for more than a quarter of the total renovation cost.
The kitchen has been given more expectations and requirements, and has become an important part of creating emotional space and improving the quality of life.
According to statistics, in the next three years, the overall kitchen market space will reach more than 30 billion yuan. If a large number of kitchen electrical equipment is matched with it, the market space is expected to reach more than 100 billion yuan in the next 10 years. With the continuous expansion of the domestic kitchen market, the overall kitchen industry has become a concern of many investors. In addition to the current cabinet manufacturers, there are also industries such as home appliances, sanitary ware, building materials and other related industries that have expanded across the industry and entered the industry.
Since the industry entry threshold is too low, from the investment of hundreds of millions of large-scale brand enterprises with the most advanced "digital factory" to the small-handed workshop enterprises with only a dozen people, the lack of relevant industry standards and consumers The lack of knowledge of the overall kitchen has caused the market to be mixed. In recent years, there are a number of home brands and home appliance brands registered with the “kitchen companyâ€. If you add a few home improvement companies in the real estate industry, there are more companies that use the whole kitchen card. "Heil Group's overall kitchen products minister Wang Li bluntly pointed out that the biggest problem in the entire cabinet industry is that there is no standard, lack of integrity. The overall kitchen (cabinet) that meets the standard is considered qualified, which has been a problem that confuses consumers. The whole kitchen is different from other products, and many problems in design and production are often exposed after a period of use. However, in the current kitchen products on the market, it is difficult for customers to distinguish between good and bad, and let consumers see the quality is also good. Difficult things. What's more, unscrupulous manufacturers shoddy and use information asymmetry to deceive consumers, causing a lot of quality hazards and consumer complaints, which harms the interests of consumers and hinders the normal development of the industry. City overall kitchen market survey overall visibility family ownership rate expected purchase rate brand satisfaction Haier 6Q2% 75% 11% 419 This, the introduction of industry standards has reached the point of no delay.
Based on this background, as the leading enterprise in the domestic appliance kitchen industry, Haier once again puts forward the concept of “whole kitchen†and once again stands at the forefront of China's overall kitchen industry standard research and development.
Experts in the industry pointed out that the whole kitchen is "different from the so-called "whole cabinet". It represents different design concepts and service quality. It is not a simple superposition of cabinets, nor is it a simple stack of appliances, but " The cabinet "and" home appliances "combined organically, forming a whole as a whole. The combination of the two will become the main embodiment of the competitiveness of the industry in the future.
Household appliances such as refrigerators and dishwashers are designed to be placed in the kitchen according to the principles of science, rationality, convenience and safety, and connected with the kitchen lockers to provide water, power supply, gas supply and ventilation facilities for the kitchen. The formation of an integrated system, which puts high demands on specialization and standardization. “Haier's kitchen technicians said that the integration of kitchen and electric power is not only the unification of the size module. This is only the most basic requirement of kitchen and electric integration. The core is the unification of functions. The cabinets and appliances complement each other in function. Cooperate with each other to achieve higher requirements such as convenience, speed, environmental protection, health and safety. Haier kitchen and electric integration technology provides a set of precautionary measures for various safety issues, avoiding the cabinet manufacturers and electrical manufacturers. The safety hazard caused by the lack of matching products means that the integration of kitchen and electric power is necessary for the development of the industry in the future, and it is an important and important step in realizing industrial upgrading and expanding the market.
From the current enterprises involved in the overall kitchen industry, mainly from three major blocks: one is from the furniture industry cabinet enterprises; the second is from Jiangsu, Zhejiang, Guangdong and other kitchen appliances manufacturers; the third is from Haier and other major appliance brands. This time, Haier took the lead in proposing the idea of ​​kitchen-electricity integration and passing the authoritative technical appraisal. The key is that it has seen the industry integration machine and itself has laid a solid foundation in the whole kitchen and kitchen appliances, and accumulated a strong strength. .
According to the 2005 China Urban Kitchen Market Research and Research Consultation Report of the Research Center of the National Labor Center, Haier’s brand overall visibility, family ownership rate, expected purchase rate and brand satisfaction are ranked first (see table). It shows that Haier has an absolute leading position in the domestic kitchen industry. Haier's leading edge comes from strong brand appeal and market share. On the other hand, Haier's far-sighted R&D philosophy and innovative spirit are determined from the first one. Put forward the concept of "whole kitchen", to "one cabinet appliance, one station to satisfy the satisfaction" and then to "kitchen integration", Haier always stands at the forefront of the industry.
It is also the core competitiveness of Haier's entry into the overall kitchen industry. “Haier’s person in charge said that electrical appliances are the heart and soul of the kitchen. Haier has already built a deep foundation in the field of kitchen appliances. Now Haier has a product group of more than 15,100 varieties of 96 categories including kitchen appliances. Whole kitchen appliances such as built-in refrigerators, microwave ovens, ovens, dishwashers, drying and disinfection cabinets have been fully launched a few years ago.
For example, with the socket of an electric appliance, with the increase of kitchen appliances, if the power supply is not properly arranged in advance, the user may be troublesome and troublesome to use, and even bring a safety problem. Haier's overall kitchen has already achieved centralized control in this area, eliminating the need to plug and unplug the power supply. In fact, electrical noise processing, heat treatment, resonance treatment of appliance cabinets, and gas source and water source docking are all included in Haier's overall kitchen design considerations. This is also the difference between Haier's overall kitchen and some simple cabinet companies. In a certain sense, the integration of kitchen and electricity is an opportunity for the dominant enterprises, but a challenge for the disadvantaged enterprises.
It solves the problem of functional compatibility of the kitchen structure, makes the whole space of the kitchen become a whole, not only realizes the coordination of the appearance, but also improves the scientific and safety of the use, so that the whole kitchen has a strong function, which is convenient for the future. The upgrade of the kitchen coordinates the relationship between 'people, space and environment', and makes them harmonious and unified, forming a beautiful, comfortable and pleasant living space, and greatly improving the comfort level of the kitchen. “According to the introduction, Haier basically established the basic modulus structure of Chinese kitchen buildings, cabinets and home appliances through the analysis and research of Haier’s home database of millions of users, and absorbed the mature technology and experience of countries such as Germany and Italy. On the basis of this, we have developed a set of “kitchen-electricity integration†technology that is in line with China's national conditions. This has laid the foundation for the industry leap for the Chinese kitchen that is still in the development stage.
Technological innovation Haier has become the industry leader Yan Haier from oxygen bar air conditioner to dual-power washing machine, from the anti-electric wall water heater. Haier's "kitchen power integration" technology has undoubtedly made it the leader in the overall kitchen industry.
Some analysts believe that "the whole kitchen is built on a large scale, and the individualized demand is based on standardization, which is also the future development direction of the industry." The overall kitchen industry has long been due to the small number of small businesses and lack of integration. The entry of Haier as a representative of large enterprises will bring opportunities for industry consolidation, which will prompt the overall kitchen industry to rethink the direction of the industry. This time, the boundaries of the industry, but also opened the domestic kitchen industry reshuffle. The promotion of the integration of cabinet companies and home appliance background enterprises, as well as the division of labor and cooperation between major power companies and small household appliances enterprises, will allow the market to concentrate on advantageous brands and accelerate industrial upgrading will have a major impact. 0ES°5 House 1
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