Where Will The Kitchen Electricity Market Go?

In December 2019, our country was attacked by new crown pneumonia. So far, the epidemic has passed for 4 months. During this period, the kitchen electricity products were greatly affected by the epidemic. Online sales were dismal, and the offline market was stagnant.

With the efforts of the state and the people, the epidemic situation has been gradually controlled in China, and the sales of kitchen electricity are also getting warmer. How will the kitchen electricity market recover in the rest of 2020? Is it a concentrated outbreak? Or gradual recovery? Today we will discuss this issue: after the outbreak, the kitchen electricity market is forecasted.

　　 1. Offline Market

This year's opening was really unfavourable, and sales cliff clipper declined under the main influence of the Spring Festival and the auxiliary influence of the epidemic. The offline market is bleak. Taking the lampblack machine as an example, according to the monitoring data of AVC, the total sales volume in the fourth week of 2020 is only 13 million 120 thousand yuan, a sharp decrease of 74.5% compared with the same period last year.

With the gradual control of China's epidemic situation, the offline market has gradually recovered. According to the monitoring data of AVC, the eleventh week in 2020 was affected by the activities of the 315 consumers' rights day. Besides Fujian Province, the sales volume of the fume exhauster in other provinces and cities increased, and the increase was not small.

This has also benefited from the systematization of the epidemic prevention system, and the installation personnel have been working on the "safety certificate", so that the installation type household appliances are also coming back to warmer. The offline market is now in a gradual recovery. Although it has a certain decline in the eleventh week compared with last year, it will gradually revert to the same period last year as the trend of recovery goes. So what happens to the online market at the same time?

　　 Two. Online market

Unlike the offline market, the online market is less affected by the epidemic. During this period, major manufacturers also actively deployed sales gameplay in order to promote consumption, such as the most popular online marketing mode: "live + spike", providing the most suitable channel for sale for manufacturers and consumers during the epidemic season. Online sales are also rising.

But we can see that the growth of large kitchen electricity has slowed down from the trend map of the kitchen line sales in the 4-11 week of 2020. Tracing back to the reasons, we found that the kitchen products that benefit more from live selling are small household appliances, while live broadcast is mostly grass planting, and manufacturers are laying the groundwork for subsequent consumer changes.

During the epidemic, most of the consumers went into the kitchen to cook their own meals because of the influence of takeaway. During the period, consumers will accumulate pain points in the use of products until they break out and choose new ones. The cumulative duration of the pain point to the outbreak will vary according to the patient's tolerance. It is clear that the replacement of products will not focus on the outbreak. What will the new demand be?

　　 Three. Real estate

In order to control the development of the epidemic, local governments and enterprises have adopted the strategy of delaying the resumption of work. According to the data released by the Ministry of housing, as of March 8th, the national housing construction and municipal engineering facilities in the construction project only started to operate at 58.15%. This has a huge impact on the real estate market sales, construction and delivery.

After the resumption of work, some developers have plans to rush to work, but the completion time will still be delayed. In 2020, the completion area of commercial housing will increase slightly, but it will be reduced by 7 percentage points, and the number of completed commercial housing or more than 500 thousand units will be delayed.

Under the pressure of the epidemic, developers are also suffering, and have launched activities to speed up the withdrawal of funds. Hengda Group, such as the opening of the country's 619 prices in the sale of flats, and the introduction of activities, the purchase of not only the basis of 22% off and hang Tong Tong recommended 3% off, there are different buildings to the rate of change, different payment methods of additional superimposed discounts.

As a new demand for new houses, kitchen electricity is greatly affected by real estate factors. With the delay in the completion of construction projects, the transformation of the rigid demand will also be delayed. Although the major real estate developers are promoting the sale of real estate through price reduction, they will not help the large concentration outbreak of kitchen electricity after the outbreak. The purchase of housing is extremely prudent.

A survey showed that 38% of the respondents said that the impact of the epidemic will delay the purchase plan, 28.8% of respondents believe that housing prices will decline in the future, maintain a wait-and-see attitude, so more likely is that with the completion of the late development, kitchen electricity demand will be transformed step by step. Because consumers may not have much money in their wallet.

　　 Four, consumer side

Because of the epidemic, people live at home for almost 2 months. Many consumers plan to make "retaliatory consumption" after the outbreak, but do such people choose the majority?

According to statistics, only 23.7% of the 17640 respondents submitted retaliatory consumption, while those who chose revenge and unconditional retaliation accounted for 54.7%. At present, the average wage of the 25 year old young people is around 5000 yuan, and the deposit is not high. During the epidemic, prices rose, and consumer spending on masks and other protective supplies, daily necessities and food plus some families' loans, all of which caused a sharp drop in consumer deposits.

And there are still no reopening enterprises. Wages for these employees are a problem. In spite of the government's policy protection, employers pay wages in accordance with normal labor in a wage payment cycle. But more than one wage payment cycle, according to the labor provided by workers, according to the new standards agreed by the two sides to pay wages. This shows that the disposable income of consumers is decreasing, and there is no positive attitude towards future income. The demand for large kitchen appliances will decrease correspondingly. When the wages are stable, the consumers will spend a lot of money, so the kitchen electricity market will not usher in a concentrated outbreak.

In conclusion, we can see that the kitchen electricity market will not usher in a concentrated outbreak after the outbreak, but will gradually recover. Manufacturers and consumers do not have to worry too much about the market. According to the current recovery trend, other provinces and cities will be on the right track in the second half of the year, except for the provinces and cities affected by the epidemic.

When the epidemic is over, spring will enter the house, resume the way, and all things will revive.