In recent years, the message of the kitchen appliance head brand launching the sub-brand has followed shoulder to shoulder.
Leaving aside the sub-brand matrix of traditional kitchen appliance brands such as Boss and Fangtai, only the integrated stove brand has submitted a number of trademark applications on the China Trademark Network since last year.
The reason behind this operation is actually not difficult to understand: in the face of diversified competitive environment such as consumer demand differentiation, terminal channel stratification, product segmentation, and kitchen scene integration, kitchen appliance companies supplement and expand the coverage of brand customers by launching various positioning sub-brands, so as to achieve diversified development of brands and then seek new growth points.
However, the prediction of complex markets and the different corporate strategies are very different for kitchen appliance companies. In this article, in view of the deep meaning behind the launch of the sub-brand of kitchen appliance companies, the new observation of kitchen appliances tries to follow its clues to get a glimpse of the end.
01
Boss Appliances: One of the brands with the most sub-brands in the kitchen appliance industry
At the beginning of last year, The new brand of Boss Appliances, DACHOO Chef, was officially launched on the Tmall platform.
At this point, the five major brand matrices of boss electrical appliances have been formally formed: the main brand of high-end kitchen appliances "Boss ROBAM", the sub-brand "Famous MQ" responsible for the sinking market in lower-tier cities, the "Di Ze De Dietrich" specializing in the ultra-high-end real estate fine decoration market, the "Golden Emperor KINDE" that focuses on the integrated stove market and acquisition, and the "Chef DACHOO" who lays out the installation-free kitchen small household appliances market.
In addition, Kitchen Appliances New Observation noted on the trademark search platform that in addition to the above five major product brands, Boss Electrical Appliances also has two trademarks in use, "Kitchen Source" and "Little R Butler". Among them, "kitchen source" is applied to the boss electrical appliance new retail experience store, that is, the channel brand. The "Little R Butler" is the boss's service brand, specializing in the in-depth maintenance of various household appliances such as range hoods, stoves, washing machines, air conditioners, refrigerators and so on.
Today, in addition to the boss's main brand, fame has gradually entered the public eye, but several other brands are not yet out of the circle. How to achieve strategic stratification of the market and users through sub-cards, boss electrical appliances are still facing many tests.
02
Fang Tai: Fang Tai + MiBo + Bai Kitchen Troika hit hundreds of billions
In the fourth year of ningbo Fangtai's establishment, Fangtai has already begun to enter the road of cabinet business. In 2008, in order to distinguish the cabinet and kitchen appliance business, Fangtai began to launch the "Fangtai Bai Kitchen" brand in a planned manner.
After four years of precipitation and accumulation, that is, in 2012, Fangtai Bai Kitchen was officially renamed Bai Kitchen, which means that Bai Kitchen began to officially get rid of the shadow of the parent company and began to operate independently in the market and build a brand.
At present, the influence of Bo Kitchen in the overall kitchen market has also been recognized by the industry and outside. With the advantage of first mover, as a kitchen appliance brand cross-border cabinet enterprise, Fangtai has been deeply engaged in this field for more than ten years and has opened up a world.
In addition, "Mibo", which was hotly discussed inside and outside the industry last year, was launched by Fangtai in the context of the explosive growth of small household appliances, focusing on the light kitchen market. But in fact, Mibo is not a new brand, it launched a Mibo water purifier in 2009, but in the market game of water purifiers, Mibo water purifiers have been losing ground, and the operation has begun to gradually launch the water purifier market in less than two years.
Today, Mibo's re-activation also highlights Fangtai's ambition in the field of small household appliances.
03
Vantage Shares: Three major brands to build a cross-field brand matrix
Vantage currently has three independent brands: Vantage, Baide and Vantage Home.
Among them, the "Vantage" brand is positioned with high-end intelligent kitchen appliances, focusing on the high-end kitchen appliances market; the "Baide" brand is positioned in the global professional kitchen appliances, focusing on the mid-range and overseas markets; "Vantage Home" focuses on the three major areas of overall kitchen, whole house customization and smart home.
In addition to vantage, the main brand known to the public and firmly in the high-end market. Positioned as "high-end and not expensive", Baide actually performed well in the sinking market.
According to Vantage's public data, from 2013 to 2017, Baide Kitchen and Bathroom contributed 3.972 billion yuan in revenue and net profit of 233 million yuan to Vantage in 4 and a half years. In the first half of 2017, under the background of fierce competition in the third- and fourth-tier markets, Baide Kitchen and Bathroom grew rapidly in the third- and fourth-level kitchen appliances market, achieving revenue of 583 million yuan and net profit of 41.1716 million yuan, an increase of 37.81% and 44.25% year-on-year.
It can be said that as an important means for Vantage to seize market share in strategic stratification, the sub-card of Baide has been effective.
In addition, according to the new observation of kitchen appliances, in 2022, Vantage will make every effort to integrate the stove and directly enter the game with the main brand. Whether it can give full play to the advantages accumulated in the field of traditional kitchen appliances, quickly and smoothly gain a foothold in the integrated stove market, and encircle the land, we wait and see.
04
Shuaifeng Electric Appliances: Fully expand the integrated kitchen
In October last year, Shuaifeng Electric officially announced the new product slogan "Integrated Kitchen Baiwei, Shuaifeng one in place", indicating its ambition in the field of integrated kitchen.
In terms of new trademark registration, Kitchen Appliance New Watch noted that the number of trademarks registered is relatively small, and there is almost no latest development in the past two years. In the trademark inquiry platform, the trademark registered in the recent period is the "Yuanmei" expanded and updated in 2017.
The trademark registration is very extensive, covering 44 types of medical gardening, 41 classes of education and entertainment, 11 classes of lamps and air conditioners, 27 types of carpet mats, 25 classes of clothing, shoes and hats, 7 classes of machinery and equipment, and 33 classes of wine. As for whether the trademark will be activated and how it will be applied, it is impossible to judge from the current point of view. However, the two words Yuanmei are more feminine and fast-moving, and if the trademark is used, it may be more suitable for the direction of light kitchen products.
05
Zhejiang Meida: Double brand strategy layered market deep ploughing
In 2020, Meida high-profile promoted the release and landing of its sub-brand Tianniu. "Tianniu" is positioned as a fashion kitchen appliance creator, mainly focusing on young consumer groups, the product line is not limited to the integrated stove category, but positioning the overall kitchen field, covering cabinets, sinks, dishwashers, kitchen appliances and other products.
From the perspective of product line, Tianniu is not much different from the main brand Meida, but is layered in price and style. It is reported that Meida hopes to achieve two-legged walking in order to seize more market share, thereby increasing total sales and consolidating its position as the industry leader.
Every brand that sets up a sub-brand has a beautiful dream, that is, to occupy a larger market, but the establishment of a sub-brand also means the increase in advertising costs and the dispersion of the main brand effect. Re-establishing a sub-brand to achieve results quickly is not an easy task. In the past two years, the performance of the United States has been confirmed, and its revenue in 2021 has been surpassed by the Martians.
Conclusion: Although many kitchen appliance companies have launched or are preparing to launch sub-brands, the specific effect depends on the comprehensive strength and actual operation of major enterprises. But what we can be sure of is that no matter what path the brand chooses, its ultimate purpose is to improve the brand value, expand and deepen the market segment, so as to divide the larger market cake.