The top three of the range hoods occupy nearly half of the country

The China Hoods Association's hoods conference held a news conference on the Hoods Industry Summit that was held not long ago that in 2012, the market concentration of hoods in China continued to rise, especially for brands with retail sales accounting for the top three, and their total retail sales. The share has risen from 39.3% in 2010 to 48.66% in 2012, which accounts for nearly half of the entire market.

The above data comes from the "analysis of the status quo and development trend of range hood industry" published at the summit. This data has made brand companies happier and has fully demonstrated the brand companies' competitive advantages.

The companies in the industry participating in the summit also agreed that the domestic hood industry and the market will not be able to expand as companies such as Fangtai, Boss, Shuaikang, and Vantage hold together for a long time, followed by other companies.

This view was also approved by Zhang Dongli, chairman of the China Hardware Products Association. He believes that the reason why the domestic hood industry has been able to maintain sound healthy development over the years, thanks to the leading companies, they adhere to their own line, to avoid the price war and vicious competition.

Chairman of the company too, Chairman Mao Zhongqun of the hood of the China Hardware Products Association held that when it comes to brand positioning, in the mature market, positioning high, medium, and low-end is normal and relatively benign and can meet different needs. At this time, if you still use the cost of pricing is very backward. When companies are positioning their own products, they must, on the one hand, base their own preferences and abilities on the one hand, and combine the market on the other. Only by doing so can the strategy be different and something can be done. For example, in the luxury goods industry, the cost of a purse may be only a few tens of yuan, but the selling price can be as high as 1,000 yuan and there is a market. This is a normal phenomenon of the market economy. As a high-end market, it is difficult for a single family to become a climate that requires several companies to participate in the market. Only when the market is bigger can companies develop better. Fang Tai Company has laid a high-end positioning brand on this day of birth, and will not shake it, and will make this brand more refined, more specialized, and better.

Ren Jianhua, Chairman of the Board of Directors of Electric Appliances, also shared the same with the brand cultivation. He believes that under the guidance of the China National Hardware Association, the range hood industry brands are not only in the primary and secondary markets, but also firmly occupy the leading position in the tertiary and tertiary markets. This is something to be proud of. At present, there are domestic enterprises in high-end brands in the range hood market. Thanks to Fang Taitai for taking the lead and firmly grasping the high-end market. "China's better-selling high-end hood is not a foreign brand, but Fang Tai," and an advertising phrase represents the national brand and the entire range hood industry. Of course, in the past few years, the domestic fume-smoke market has also experienced fierce competition, which is beneficial to countries, industries, and enterprises. For the country, it can promote transformation and upgrading through competition; for the industry, it can increase the concentration of the industry, realize the integration and elimination of small businesses outside the industry to promote industry technology innovation. In fact, each company has its own characteristics and strengths. Good companies also have shortcomings, as long as they do three things: quality, positioning, and branding. First of all, the product must be done well, the quality has no end, no matter what the circumstances must adhere to ensure quality; Second, we must make product positioning, achieve differentiation, and create a unique style, so that consumers can see at a glance who this is Products; once again to do a good brand, to do high-end products. But this does not mean that every family makes high-end products, and SMEs are also good choices for low-end and medium-end markets. The industry must work in an orderly manner to survive. Brand cultivation is not a matter of two days. It requires advertising and product support.

Participants agreed that the current sales of range hoods are declining due to real estate policies, home appliance subsidies, etc., and according to the “Analysis of Status and Development Trends of Range Hood Industry” report: “Kitchen appliances have a strong decoration property, new The relationship between increased demand and real estate sales area is very close, especially in the range of kitchen electric demand based on range hoods and gas stoves, which account for 60% of real estate turnover, etc., although the share of retail sales in the range hood market was in 2012. The annual concentration rate is on the rise, but the entire industry still needs to stay clear-headed, lay efforts to strengthen social responsibility and continuous innovation, and stand ready to deal with the unpredictable market.