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厨电市场规模仍在扩张 盈利能力低的品牌或被清理出局

发布于:2018-11-17 12:04

4月25日记者从美的集团厨房电器事业部相关负责人处获悉,美的厨电事业部去年营收接近200亿元,其中国内市场营收同比增长超过50%,且美的去年厨电产品均价也同比获得提高。
 
On April 25, the reporter learned from the relevant person in charge of the kitchen and electrical business department of the United States Group that the sales of the kitchen and electrical business department of the United States were close to 20 billion yuan last year, of which the domestic market revenue increased by more than 50% year on year, and the average price of the kitchen and electrical products of the United States also increased year on year.
 
 
 
有着家电行业“利润高地”之称的厨房电器,去年在城镇化利好、房地产市场一度利好之下,市场规模扩张提速。中怡康相关数据统计,2016年厨房电器市场零售额达874亿元,同比增长14%。
 
Kitchen appliances, known as the "profit highland" of household appliances industry, expanded rapidly last year under the favorable urbanization and real estate market. According to statistics of China Yikang, in 2016, the retail sales of kitchen appliances reached 87 billion 400 million yuan, up 14% over the same period last year.
 
 
 
记者注意到,华帝股份4月26日发布的2016年年报也显示,公司业绩较前年明显增长。多家厨房电器上市公司去年业绩均呈现“高歌猛进”。记者注意到,厨电企业的毛利率整体也是连年提升,老板电器的年报显示,家电厨卫的毛利率已经接近60%。
 
Reporters noted that Huadi shares on April 26 issued the annual report of 2016 also showed that the company's performance was significantly higher than the previous year. A number of kitchen appliances listed companies showed a "triumph" in their performance last year. Reporters noted that the gross interest rate of kitchen and electrical enterprises has increased year after year. The annual report of the owner of electrical appliances shows that the gross interest rate of household appliances and kitchens has approached 60%.
 
 
 
奥维云网分析师杨睦巍向记者指出,主流品牌自发的结构优化是厨电行业均价提升的主要原因,大量劣质山寨厨电品牌去年也被清洗出局。
 
Oviyun analyst Yang Muwei pointed out to reporters that the spontaneous structural optimization of mainstream brands is the main reason for the increase in the average price of the kitchen and electrical industry, and a large number of low-quality Shanzhai kitchen and electrical brands were washed out last year.
 
 
 
厨电市场规模仍在扩张
 
Kitchen electricity market is still expanding
 
 
 
在去年城镇化拉动,以及房地产市场一度拉动下,厨电市场再迎来“小阳春”,厨房电器有望成为下一个千亿级别的家电大品类市场。
 
Driven by urbanization last year and once driven by the real estate market, kitchen appliances market ushered in "Xiaoyangchun" again, and kitchen appliances are expected to become the next 100 billion level of large-scale household appliances market.
 
 
 
华帝股份发布的2016年年报显示,华帝股份去年业绩一改前年负增长的面貌。2016年公司实现营业收入为43.95亿元,同比增长18.15%,实现归属于上市公司股东的净利润近3.28亿元,增长57.67%。华帝股份在年报中解释,公司业绩驱动的因素包括消费升级的需求、城镇化建设的持续扩大等,同时电商市场高歌猛进,增长速度表现惊艳,成为拉动营收和毛利的重要渠道。
 
The 2016 annual report released by Vatti shares shows that Vatti's performance changed last year's negative growth. In 2016, the company realized business income of 4.395 billion yuan, an increase of 18.15% over the previous year, and realized net profit of nearly 328 million yuan belonging to shareholders of listed companies, an increase of 57.67%. Huadi shares explained in the annual report that the company's performance-driven factors include the demand for upgrading consumption, the continuous expansion of urbanization, and so on. At the same time, the e-commerce market has made great progress, and the growth rate has been impressive, which has become an important channel to promote revenue and gross profit.
 
 
 
老板电器去年实现营业收入为57.95亿元,同比增长27.56%,归属于上市公司股东的净利润为12.07亿元,同比增长45.32%。
 
Last year, Boss Electrical Appliances realized business income of 5.795 billion yuan, an increase of 27.56% over the previous year, and its net profit attributable to shareholders of listed companies was 1.207 billion yuan, an increase of 45.32% over the previous year.
 
 
 
杨睦巍表示,房地产市场拉动及城市棚户区改造带来的增量导致去年厨电市场规模大幅增长,“另外,家电下乡时期产品已到集中换新阶段;三四线城市及农村市场的厨电保有量也还低。”
 
Yang Muwei said that the increase brought about by the real estate market and the transformation of urban shantytowns led to a substantial increase in the size of the kitchen electricity market last year. "In addition, the products of household appliances in the countryside have reached the stage of centralized renewal; the ownership of kitchen appliances in the third and fourth-tier cities and rural markets is also low."
 
 
 
根据奥维云网的数据,以油烟机为例,目前国内城镇百户拥有量为68.2台,而乡村百户拥有量仅达13.9台,相对较低保有率是厨电行业持续增长的重要原因。
 
According to the data of Ovi Cloud Network, taking the lampblack machine as an example, the number of 100 households in cities and towns in China is 68.2, while the number of 100 households in rural areas is only 13.9. The relatively low retention rate is an important reason for the sustained growth of the kitchen and electrical industry.
 
 
 
盈利能力低的品牌被清理出局
 
Brands with low profitability were cleared out.
 
 
 
厨电一直是家电行业中的“利润高地”,当外界正在惊叹老板电器高达近60%的毛利率时,记者留意到,其他厨电企业的毛利率实际上也在逐年攀升。
 
Kitchen appliances have always been the "profit highland" in the household appliances industry. When the outside world is wondering about the gross profit rate of the owner's appliances as high as 60%, the reporter noticed that the gross profit rate of other kitchen appliances enterprises is actually rising year by year.
 
 
 
华帝股份2016年年报显示,去年灶具产品的毛利率为41.96%,同比增长4.02%;烟机产品毛利率为40.73%,同比增长3.23%。万和电气的厨房电器产品毛利率为26.77%,同比增长5.32%;而美的集团的年报则显示,其小家电产品毛利率同比增长4.66%。
 
The annual report of Huadi Stock in 2016 shows that the gross interest rate of cooker products was 41.96% last year, which was 4.02% higher than that of the previous year; the gross interest rate of cigarette machine products was 40.73%, which was 3.23% higher than that of the previous year. Wanhe Electric's gross interest rate for kitchen appliances was 26.77%, up 5.32% year-on-year, while the annual report of Meihe Group showed that its gross interest rate for small appliances increased by 4.66% year-on-year.
 
 
 
美的集团厨房电器事业部相关负责人告诉记者,去年美的厨电的产品整体毛利率同样有所提升,这主要得益于产品结构升级。他表示,去年美的油烟机产品均价已升至3500~4000元。未来美的厨电的发展方向将是智能化以及整体厨房解决方案。
 
Mei Group Kitchen Electrical Business Department responsible person told reporters that last year the overall gross profit rate of Mei Mei's kitchen electrical products also increased, which is mainly due to the upgrading of product structure. He said that last year, the average price of the range hood had risen to 3500~4000 yuan. The future direction of the development of smart kitchen will be intelligent and the whole kitchen solution.
 
 
 
奥维云网提供的行业数据显示,去年油烟机产品线上渠道均价上升至1686元,同比增幅为13.8%,线下均价升至3030元,同比提升了7.8%;而燃气灶线上均价同比提升9.3%,线下均价也提升6.5%。杨睦巍告诉记者,厨电全渠道行业均价提升主要是因为主流品牌迫于成本压力,自发进行产品结构优化的结果。
 
According to the industry data provided by Oviyun. com, the average channel price of lampblack products rose to 1686 yuan last year, an increase of 13.8% over the previous year, while the average offline price rose to 3030 yuan, an increase of 7.8% over the previous year, while the average price of gas cookers increased by 9.3% over the previous year, and the average offline price also increased by 6.5%. Yang Muwei told reporters that the increase in the average price of kitchen and electricity industry is mainly due to the spontaneous optimization of product structure of mainstream brands under cost pressure.
 
 
 
不过,记者了解到,去年原辅料及物流等成本的上涨,也使得部分盈利能力低的品牌退出市场,厨电行业集中度得到进一步提升。据奥维云网统计,2015年厨电(烟、灶、消)全渠道品牌数量为620个,而2016年骤减至547个。
 
However, the reporter learned that last year's rising costs of raw materials and accessories and logistics also led to the withdrawal of some low-profitability brands from the market, and the concentration of the kitchen and electrical industry has been further enhanced. According to Ovi Cloud, in 2015, the total number of brand channels of kitchen electricity (cigarettes, cooking stoves, elimination) was 620, while in 2016, it dropped sharply to 547.
 
 
 
万和电气也在2016年报中指出,电商平台未来还将加大对山寨厨卫品牌的清退力度,为品牌企业腾出更多的市场空间,这也将成为公司业绩驱动的主要因素之一。
 
Wanhe Electric also pointed out in the 2016 newspaper that the e-commerce platform will also increase its efforts to eliminate the Shanzhai kitchen and sanitary brand in the future and make more market space for brand enterprises, which will also become one of the main factors driving the company's performance.

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