From a generation of machine kings, ten years of sales of the X7 to the high-end intelligent explosive Q6 to the first appearance of washed products, the integration stove industry head brand Martian has repeatedly verified the success of the integration concept.
On April 15, Martian (300894.sz) released a financial report showing that the company achieved a net profit attributable to shareholders of listed companies of 376 million yuan from January to December 2021, an increase of 36.53% year-on-year. In addition, in 2021, the revenue of Martian washing products achieved a year-on-year increase of 24.53%. The Martians have once again ascended to the first throne of revenue in the integrated stove industry. At the same time, with the blessing of multi-category business, the performance of Martian has increased significantly, and the brand value has reached a new high.
Diversified multi-category model to drive future development space
With the trend of urbanization with economic development and the background of consumption upgrading, the integrated stove with its strong smoke absorption strength and the ability to effectively solve the contradiction between the limited pain points of kitchen space and the need for diversified functions, and is favored by consumers, and the entire industry stands out from the big environment and has developed rapidly so far.
According to the total data of Aowei Cloud Network (AVC), the integrated stove market size in 2021 is 3.04 million units, 25.6 billion yuan, the retail volume increased by 28% year-on-year, the retail sales increased by 41% year-on-year, the growth rate outperformed the traditional smoke stove industry, the performance was eye-catching, it is one of the best major appliance categories in the home appliance industry, from which four listed companies, including Martian, have been born, which can be described as the backbone of the integrated stove industry.
However, with the growing of the integrated stove industry, in addition to the boss, Vantage and other traditional kitchen appliance brands into the game, there are also midea, Haier and other integrated home appliance giants continue to increase, and a large number of cross-border enterprises without home appliance background have arrived... According to zhongyikang statistics, the number of integrated stove brands expanded from 83 in 2015 to 262 in 2020, and the competition in the industry is becoming increasingly hot, at the same time, the inevitable problem of high homogenization of products has also been seriously intensified.
Focusing on the integrated stove industry, "fried a hundred peppers are not afraid" Martian, driven by the internal and external environment, this year is to "integration and intelligence" as the focus, launched a series of new integrated stove products that keep pace with the times, with a rich product line proudly standing in the integrated stove market, harvested considerable performance returns. At the same time, in order to meet the escalating consumer demand, but also for the brand in the fierce market competition environment, the desire to obtain a larger scale of development, prompting it to deeply cultivate the main business at the same time, around the kitchen ecology to actively explore new tracks, to drive the brand's future development space.
In the exploration and practice of this road, Martian takes integrated technology as a breakthrough, based on user needs, forward-looking cultivation of multi-category layout, and gradually breaks through the boundaries of single products, officially opening a diversified integrated kitchen appliance brand development road that expands categories, and even leads the development direction of the entire integrated stove industry in a new environment.
Accurate layout of the blue ocean market, the era of integrated kitchen appliances has come
The industry is changing, the market is changing, and brands are also actively seeking "change". At present, consumers' purchase demand has obviously expanded from product functions to the demand for quality experience, etc., and the industry is also facing more severe challenges, and these innovative momentums have spawned a steady stream of new technologies and new models.
As early as 2018, Martians took the lead in bringing the D7 integrated dishwasher of dishwasher technology innovation around solving the pain points of Chinese kitchen washing, and then successively released the U6 high-end sink dishwasher of "one dishwasher and four new breakthroughs", as well as the newly upgraded U5 sink dishwasher, U3 sink dishwasher, V6 fruit and vegetable purification sink and other products.
At the beginning of this year, Martian officially released a new washing brand strategy at the 2022 National Franchisee Annual Meeting with the theme of "integration leads the future", and subsequently launched the Martian's new generation of dishwashers, D70 to achieve "cross-border five-in-one, eight new breakthroughs" and the second generation of integrated sink K5, gas water heater R7 and other water washing products, marking the official opening of a new journey of water washing business development of Martians.
It is worth noting that the new business is not only the field of Martian power, but also the blue ocean market with great potential in the entire industry. In the past few years, due to the impact of the new crown pneumonia epidemic, consumers' health awareness has been increasing, the demand for household sterilization has become more and more intense, and the popularity of the "lazy economy" has also led to the acceleration of the dishwasher market.
According to the annual report of China's dishwasher market released by Aowei Cloud Network (AVC), the retail volume of China's dishwasher market in 2021 was 1.952 million units, an increase of 1.7% year-on-year, and the retail sales reached 9.96 billion yuan, an increase of 14.4% year-on-year, which is also one of the few categories in the kitchen appliance market last year to achieve counter-trend growth.
Through accurate layout and a series of cultivation actions, the brand growth space of Martian has been further opened, the Martian integrated product matrix has achieved full coverage of the kitchen scene, and the road of brand innovation has stepped to a new level; the continuous output of the "integrated" ecosystem play has also drawn a beautiful parabola for the second growth curve of Martians.
Write at the end:
2022 is a critical period for the accelerated reshuffle of the integrated stove industry, and industry brands want to get stuck after the beginning of the outbreak category, cross the long-term cycle, win the final game, continuously enrich product categories, continuously optimize product structure, and enhance differentiated innovation capabilities are important starting points to achieve their goals. The Martians have obviously taken the lead in serious homogenization competition, taking the lead in opening up an upgrading and development path with integrated technology as the core, based on user thinking to create changes and expand categories.
(Yang Kaixin)