After experiencing the freezing of the global epidemic in 2020, China's kitchen and bathroom industry has shown new development characteristics in 2021. In the context of both opportunities and challenges, the 3rd China Kitchen and Bathroom Industry Innovation and Development Summit 2021, with the theme of "Looking at Ten Opportunities and Riding the Momentum", was held in Shanghai on October 9, where the future development of China's kitchen and bathroom industry was predicted, and how to get a development opportunity under the new situation and guide the industry to continue to move forward healthily.
Big names gather, big coffee to innovation event
The summit was guided by China Hardware Products Association, hosted by Aowei Cloud Network (AVC), co-sponsored by Tmall, Red Star Macalline and Youju, co-organized by Fangtai, Boss, Casarte, Three-winged Bird, Hengjie Special Co-organized, and co-organized by Representative Brands of the kitchen and bathroom industry such as Midea, A.O. Smith, Nengli, Lin Nei, Wanhe, Senge, Okuda, Shuaikang, Skyworth, Kangbao, Jiuyang, Blue Torch Star, 3M, Kangligen, Good Wife, Chaobang, Banchuan, HKUST, Future Man, Four Seasons Muge and other representative brands in the kitchen and bathroom industry.
Zhang Dongli, chairman of China Hardware Products Association, Meng Fanbo, full-time vice chairman of China Hardware Products Association, Lu Jiying, full-time vice chairman of China Hardware Products Association, Wen Jianping, chairman of Aowei Cloud Network (AVC), Guo Meide, president of Aowei Cloud Network (AVC), Xu Jing, general manager of Red Star Macalline Intelligent Electrical Appliances, Xin Jin, head of Tmall kitchen heat industry, and other guests attended the summit. More than 300 people from the elite coffee of the kitchen and bathroom industry, relevant enterprise leaders of the upstream and downstream industry chains, representatives of excellent channel providers from all over the country, home decoration designers, and dozens of authoritative media organizations gathered at the summit to jointly debate the development of China's kitchen and bathroom market in the new era and discuss the future trend of China's kitchen and bathroom industry.
The market trend analysis and judgment made wonderful speeches, leading the innovation and development of the kitchen and bathroom industry
The wonderful speeches of industry celebrities have always been the highlights of the summit, and many big celebrities have carefully made each speech into a classic, so that the guests and the audience who watched the summit activities remotely will have endless memories.
Zhang Dongli, chairman of the China Hardware Products Association, first delivered a speech, he said that the entire industry has experienced two years of extraordinary significance, and the kitchen and bathroom industry has undergone efforts over the years, continuous transformation and upgrading, has a solid foundation for development, in a new stage of development, there is still consumption upgrading under the downturn in consumption, there is also profit improvement under the rising cost, and channel decentralization also has channel integration. On the whole, the people's pursuit of a better life is inevitable, the whole industry stands at this node in 2021, the opening year of the fourteenth five-year plan, the holding of this conference is of extraordinary significance, highlighting that the entire kitchen and bathroom industry is forming a clear consensus, determination and direction. Chairman Zhang called on everyone to soberly realize that China's manufacturing industry still has a lot of room for development, high-end manufacturing needs a number of outstanding enterprises to lead, innovation is a must choice. Leading enterprises, leading backbone enterprises, should adhere to the quality first, adhere to innovation, adhere to the advocacy of high quality and good price, create value for the society, so as to better lead the healthy development of the industry. The industry should adhere to the concept and culture of competition and cooperation, and the development of the industry cannot be separated from the joint efforts of the whole industry to create an ecological environment and a good atmosphere for the healthy development of the industry.
Wen Jianping, chairman of AOwei Cloud Network (AVC), said in the keynote speech of "Enterprise Innovation and Transformation and Upgrading in the Era of Data Capital" that regardless of the needs of the industry and the external environment, it is inseparable to do a good job in products and services. From the original capital, talent, products, technology, to now increase the important element of data, and in fact, whether it is the transformation of offline scenes or the layout of online capabilities, in the end, it is actually to solve the problem of user efficiency, and the core problem in the middle is how to use data and use it well. Behind the continuous upgrading of the kitchen and bathroom industry, is the product and technology iteration, the growth of these years is exciting, the development of Aowei Cloud Network (AVC) in this process is also standing on the shoulders of industry giants to continue to make efforts, from 2007 to the present 14 years, but the most important thing in this process is to bring value to the industry, Aowei Cloud Network (AVC) will cooperate with the development of internal product transformation and upgrading, not only visualization, but also emerging categories such as kitchen and bathroom, fine decoration and real estate, Moreover, Aowei International was established in Shanghai to expand the global market, and 2021 can also be said to be the first year of Aowei internationalization. The continuous iteration of the vision and model will continue to move forward with the help of capital and team.
Chen Hao, vice president of Fangtai Group, delivered a keynote speech on "Innovative Technology, Leading China's Kitchen Appliances - New Thinking on Top of Fangtai Technology", mentioning that in the past 25 years, Fangtai has invested a lot of energy and resources in research and development, and has always adhered to benevolence and love in innovative technology, let science and technology serve people, adhere to a degree of innovation, let science and technology grow rationally, innovation is based on happiness, and let science and technology condense happiness. The second generation of integrated cooking center launched this year also follows the direction of kitchen integration, health, high-end and intelligence, as well as a new generation of high-energy bubble washing technology to solve the pain points of heavy oil pollution in Chinese kitchens, which are developed from the perspective of innovative technology. The era of obtaining happiness from material things is over, the foundation of the world is in the country, the foundation of the country is at home, the foundation of the home is in the body, the temperature of the fire determines the temperature of the home, the happiness of the kitchen determines the happiness of the home, and the future also needs the joint efforts of peers to continue to think and move forward.
He Yadong, senior vice president of Boss Appliances, elaborated on boss appliances' understanding, exploration and action on cooking in "Leading the Culinary Revolution and Building a New Digital Cooking Ecology". He Yadong believes that cooking has achieved human beings and changed human beings, and it is a great honor for the boss electrical appliances to focus on cooking with all its mission and vision. Cooking utensils have led the culinary revolution, with the first stage being to improve the culinary environment, the second stage being to help create cooking, and the third stage being to stimulate culinary creativity. In 2021, the kitchen appliance faucet will exert technological innovation, which will bring a better impetus to the growth of dishwashers and steaming machines in the industry. At present, Boss Appliances is leading the change with digital cooking, and has launched 5,000 smart recipes based on AI Chinese cooking curves, such as the application in the steaming and frying machine, which can make users easily cook at home. The AI Chinese cooking curve can predict the oil smoke in one second on the hood, and automatically identify the degree of dirtiness of the tableware on the dishwasher. He Yadong said that the digital cooking ecology is a grand project of altruism and self-interest for all sentient beings, which will accelerate the transformation and upgrading of the industry, calling on everyone to get out of the closed, move towards openness, break down barriers, embrace symbiosis, and create a strong force for China together.
Ding Wei, CEO of Hengjie Group, delivered a keynote speech on "Casting New Domestic Products for Sanitary Ware with Ingenuity". As a representative of the bathroom industry, "doing a good job of products" has always been the gene of Hengjie's development, while adhering to quality, through the cohesion of innovative talents and the accumulation of original technology, to solve consumer pain points and industry problems, to provide Chinese families with full-scene bathroom space solutions. Dingwei focused on sharing the original technologies of Hengjie such as water purification technology, waterproof and moisture-proof technology, and scale resistance technology. Through the extensive use of these hard-core technologies in products, Hengjie provides consumers with differentiated value choices, and also enhances the bathroom life experience and quality of Chinese families.
Wu Yong, vice president of Haier Zhijia, general manager of Haier Zhijia Food Networking, and general manager of Haier Zhijia kitchen appliance industry, shared the "Three-winged Bird Customized Upgradable Kitchen for Users", mentioning that "design" is different, "construction" is different, and "use" is not the same. For the current kitchen and bathroom industry, the needs of users are undergoing earth-shaking changes, users no longer want simple cabinets + electrical appliances, but a cross-industry, cross-industry space program, as well as sustainable upgrading of kitchen services, if enterprises want the kitchen appliance industry to really grow, but also in the context of changes in user demand for more innovative exploration.
Xinjin, head of Tmall's kitchen heat industry, shared the Tmall perspective of the kitchen heat industry with the theme of "User Traffic Operation Strategy in the New E-commerce Era", and mining new consumer demand, continuously improving customer satisfaction, private domain construction, and personalized differentiation are the operational priorities. In the future, Tmall will be committed to the branding, kitting, replacement, intelligent Internet of Things, young people, new venues and other work in the kitchen heat industry.
Li Qi, head of marketing in East China of the Huge Engine Housing Small Gang, mentioned in the keynote speech "Riding on the Momentum, New Opportunities for Kitchen and Bathroom Marketing" that the trend of young customer groups is obvious, and after 85-90 has become the mainstream, high-quality demand has brought about the upgrading of aesthetic concepts, the acceptance of smart homes under intelligent demand is increasing, and the purchase of sets has become a trend. In terms of consumer decision-making, consumers rely more on online than ever, pay attention to knowledge and decision-making, and focus on kitchen and bathroom space, design schemes, decoration budgets, etc. At this stage, there is still a gap between the content provided by the brand and the needs of users. Under various trends, these changes are more opportunities, the future of the small gang will be on the needs of the kitchen and bathroom core users to find a breaking point of entry, through the official OGC + PGC to build a deep content column, and then by expanding the impact to sublimate the value, sink the private domain to shape trust, launch a word-of-mouth list to improve user decision-making efficiency, shape the brand trust.
Big coffee debated industry hot spots and discussed new channels for the development of the industry
In the era of information fragmentation, consumers' choice is also diversified, and the diversified channels to meet consumer demand also present different forms of development. For the traditional kitchen and bathroom industry, how to better open the market under multiple channels and operate emerging markets with different operational thinking is the focus of many brands at present. Do a good job in traditional offline channels, docking increasingly environmentally friendly live streaming with goods, short video drainage, and the fast sales model of other e-commerce platforms, how to effectively balance and connect has become a topic of concern for everyone, and this summit combines online and offline high-quality brands to debate related issues.
In the forum "Traffic Fragments Give Birth to Multiple Channels, Multi-dimensional Analysis of Different Operating Ideas" presided over by Meng Fanbo, full-time vice chairman of China Hardware Products Association, Xu Jing, general manager of Red Star Macalline Intelligent Electrical Appliances, Pan Zhifeng, COO of Beijing New Seven Days E-commerce Technology Co., Ltd., Jiang Ying, director of the sales headquarters of Shanghai Linnei Co., Ltd., Cai Wenjie, deputy general manager of Nengli (China) Investment Co., Ltd., Yang Bing, vice president of Shuaikang Electric and general manager of integrated kitchen marketing company, He Shungang, Managing Director of Shenzhen Skyworth Intelligent Kitchen Appliance Co., Ltd., Chairman of Zhejiang Yitian Intelligent Kitchen Appliance Co., Ltd. / Sun Weiyong, President of Shengzhou Kitchenware Industry Association, and other guests conducted a fierce debate on topics such as trend insight and layout strategy of the front-loading and home improvement market, how e-commerce platforms can tap market depth and user value, new demand and stock mining of the bureau replacement market. Each of them expressed their views on related issues from the perspective of different enterprises, and jointly contributed to the new situation of the kitchen and bathroom market in 2021, how to use different thinking to open the market under multiple channels, and provide suggestions for the development of the industry.
After the heated discussion, Guo Meide, president of AOwei Cloud Network (AVC), released the "Top Ten Trends of the Kitchen and Bathroom Industry in 2021", which pointed out many changes that have occurred at the time of cyclical inflection points in the entire industry. In the context of the deep transformation of the real estate market, the home appliance market is no longer a simple real estate post-cyclical market, but a weak cyclical market under the resonance of consumption and real estate. Under the new cycle, the scale of kitchen scenes has been further expanded, creating a record high, and the expansion of kitchen scene demand mainly comes from the continuous growth of emerging categories. The report also points out the changing characteristics of the supply side, channel side, demand side and brand side in the context of this new cycle.
The "2021 China Kitchen and Bathroom Market and Consumption Insight White Paper" was released to gain insight into the consumption dynamics of kitchen and bathroom products
The growth of the industry needs to be summarized, and it is also necessary to analyze its laws to find a more suitable development model, especially in the face of the current complex and changeable situation of industry development, breaking the situation and developing has become an urgent problem to be solved in the industry. To this end, Aowei Cloud Network (AVC), together with the China Hardware Products Association, Tmall, Red Star Macalline and Youju, jointly released the "2021 China Kitchen and Bathroom Market and Consumption Insight White Paper", which summarizes the national policy level, the development environment of the home appliance industry and the development of various sub-categories of the kitchen appliance industry, presenting a more comprehensive industry status quo and future trend prediction to the industry. The "2021 China Kitchen and Bathroom Market and Consumption Insight White Paper" combines the current situation of the kitchen and bathroom industry, from the normal replacement, consumption upgrade, channel integration, home improvement integration, private domain activation, competition pattern, integration and diversification, category emerging, service upgrade, positioning transformation and multi-faceted, comprehensive interpretation of the development of the kitchen and bathroom industry under the new cycle, interpretation of market prospects and investment value, the market characteristics and characteristics of the new situation and the way to solve problems are discussed, giving the industry new confidence and momentum.
In order to better promote the development of the industry, this conference takes the release of the white paper as an opportunity to let the industry benchmarking enterprises have a clearer understanding of the development of the kitchen and bathroom industry, strengthen communication and exchanges with each other, form a more effective model in judging market trends, docking business resources, empowering marketing reform, etc., so that intelligent and intelligent technologies can be more applied to various subdivisions of the kitchen and bathroom industry, thereby promoting new changes in the industry, and then shaping the development pattern of the new kitchen and bathroom industry. It is believed that the kitchen and bathroom industry will be the happiest industry in China's household appliances market, and will make more positive contributions to improving the healthy living habits of the Chinese people and improving the living environment.
Commend the industry benchmark and promote the innovation of the industry
The development of the industry is inseparable from the leading demonstration of the head brand, but also inseparable from the innovation and development of the backbone brand, in order to carry forward the positive energy of China's kitchen and bathroom industry, so that more brands in the innovative development, scientific and technological development and wisdom development to make more efforts. The event awarded awards to relevant enterprises from the aspects of user favor, market best-selling, scientific and technological innovation and brand influence, and awarded five major honors such as "2021 Kitchen and Bathroom Industry User Favored Product Award", "2021 Kitchen and Bathroom Industry Market Best-selling Product Award", "2021 Kitchen and Bathroom Industry Technology Innovation Product Award", "2021 Kitchen and Bathroom Industry Top Ten Influential Brand Award" and other five honors. The award-winning brands are rewarded for their achievements and contributions in related fields, and while encouraging advancement, they also hope to transmit more positive energy to the industry.
Since the beginning of this year, the state has made more detailed planning for green development, high efficiency and energy saving, and China's kitchen and bathroom industry has also actively advocated the promotion of efficient environmental protection products and related technologies in recent years, and commended related products and scientific and technological personnel. During the summit, the awarding ceremony of "Efficient Purification environmental protection star" products of China range hoods and integrated stoves in 2020 and 2021 was held. It is worth mentioning that the activity is entrusted by the China Hardware Products Association to be commissioned by the Consumer Goods Department of the Ministry of Industry and Information Technology, aiming to increase the promotion of China's range hood efficient purification and environmental protection technology, and the activity has been supported and responded by many brands in the industry. In 2020, 13 models of 9 companies and 14 models of 11 companies won the 2020 China Range Hood and Integrated Stove "High Efficiency Purification Environmental Protection Star". In 2021, 17 models of 11 companies and 14 models of 11 companies won the "High Efficiency Purification and Environmental Protection Star" of China Range Hood and Integrated Stove in 2021.
The application of efficient products and innovative technologies benefits from the efforts of outstanding enterprises in the industry in this regard, especially the head brands in some market segments have embraced international and domestic technologies, and have made outstanding contributions to promoting the development of enterprises and the progress of the industry at all costs of human, material and financial resources.
With the full support of many industry leaders, the 3rd China Kitchen and Bathroom Industry Innovation and Development Summit was successfully concluded. During the period, the high-quality content displayed by the participants and participating brands was widely recognized and praised by the industry. At the same time, the convening of this summit will also be a new starting point for the development of the industry, playing an active role in driving more new thinking, new ideas and new models, and hopes that industry colleagues can work together to promote More new measures in the scenario and ecology of China's kitchen and bathroom industry, and jointly promote the rapid and steady progress of the industry.
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