Ask experts to give some advice about the whole kitchen and bathroom industry.

Man struggles upwards and water flows downwards, which makes sense. Answer the question behind you first. Kebao Boloni, a brand of cabinet and home furnishing, was founded by China people. I don't know why brands founded by China people like to take foreign names. Maybe it's to expand popularity. This one in Chengdu should be a dealer, headquartered in Beijing. Now the name of the company has been changed to Kebao Boloni Home Beijing Company, and Kebao Boloni is known as the "boss" of the cabinet industry in China.

The annual market capacity is 35 billion, the average profit is over 35%, and the profit space is huge. At present, there is no national brand. The entire kitchen appliance industry has attracted the influx of amateur capital such as many foreign brands and home appliance companies. However, according to senior market sources, many so-called whole kitchen or whole cabinet enterprises have evolved from small furniture factories.

Fuzzy concept of industry

A whole kitchen enterprise evolved from a small furniture factory usually builds a set of kitchen furniture, invites one or two decoration masters, adds a computer to draw pictures, puts on several sets of so-called imported kitchen and bathroom appliances, labels them with English trademarks, and then carefully fabricates a beautiful foreign name, called the whole kitchen imported from Europe and America.

A bigger whole kitchen enterprise is nothing more than building several nondescript kitchen appliances on the basis of furniture, flaunting itself as a national whole kitchen brand while planning foreign names. On behalf of China's whole kitchen brand rushing out of the world, it can be said that the whole kitchen industry is just "saliva", leaving lies, and the entry of a few home appliance brands may bring some comfort.

Insiders pointed out that the whole kitchen is a modern kitchen with kitchen utensils, electrical appliances and gas appliance. There is a row of bottom cabinets and a row of hanging cabinets, and the pool, cooker and range hood are all installed. This is not a real kitchen. Modern integrated kitchen should be configured, designed and constructed according to the structure and area of the kitchen in consumers' homes and the individual needs of family members, and provide related complete sets of products. Refrigerators, dishwashers, disinfection cabinets and even washing machines should be designed in the kitchen and organically combined with cabinets to form a complete set of integration.

It is a tailor-made non-standard personalized product. Only when the enterprise reaches an ideal state in terms of information acquisition channels, resource integration, cost control, market strategy, humanized design, scientific and perfect management and after-sales service can it occupy a place in the fierce market competition.

Disorder, as in the audio industry.

Statistics show that the overall kitchen market space will reach more than 30 billion yuan in the next three years. If a large number of kitchen appliances are added, the market space in the next 10 year is expected to reach 10 billion yuan. With the continuous expansion of the domestic whole kitchen market, the whole kitchen industry has become the fat meat that many investors are eyeing. In addition to the current cabinet manufacturers, enterprises in household appliances, sanitary ware, building materials and other related industries have also expanded across banks and entered this industry. At present, the top three European companies, Kebao and Haier occupy the position of the first group.

With the rise of the whole kitchen as an emerging market, we have to face such an embarrassing situation: due to the low entry threshold of the industry, from the most advanced "digital factory" big brand enterprises with investment of hundreds of millions of yuan to the small manual workshop enterprises with only a dozen people, the relevant industry standards and the lack of consumers' awareness of the whole kitchen have caused the market to be mixed. Some experts in the industry pointed out that in recent years, there are thousands of home brands and home appliance brands registered as "kitchen and bathroom companies". If you add thousands of decoration companies in the real estate industry, there will be more enterprises that play the whole kitchen brand now. At the second intersection of Yuancun, Guangzhou, the reporter saw that there are nearly 20 well-known foreign brands such as Ou Pai, Ou Dian, Ao Tesi and Dino within 100 meters. It really makes people wonder whether the whole kitchen industry also has "fake foreign devils" like the audio industry.

After visiting the flagship stores of several integrated kitchens (integrated cabinets), the reporter found that they have many similarities with the audio industry, even amazing similarities. There are neither objective industry standards nor objective price standards. They like ostentation and extravagance, and pursue the number of chain stores unilaterally. The entry threshold of the industry is low, the good and the bad are mixed, and foreign names are fabricated at will to induce consumers. ...

As far as the current situation is concerned, the development process of the two is also surprisingly consistent: foreign introduction, fans, profiteering industries, outbreaks, industry chaos, swarming in. The only difference left at present is that the audio industry has entered an endless winter. "As far as the current situation is concerned, if there are no major accidents, the overall kitchen industry is likely to follow the footsteps of the audio industry and usher in a long and terrible winter." A former well-known trader in the audio industry who switched to building materials business pointed out.

Does the cabinet industry guide the market development?

In addition to Haier, many whole kitchen enterprises are, to put it bluntly, a furniture enterprise. In their eyes, the whole kitchen is simply a patchwork of cabinets made by themselves and other people's appliances, not to mention the problem of scientific and technological content at all.

The reporter saw in a whole cabinet store in Guangzhou that the so-called whole cabinet consisting of 5-meter countertops and cabinets was quoted at 10,000 yuan. Although the promoter explained that it was imported waterproof wood and artificial stone countertops, the reporter only saw a few pieces of ordinary wood. Look at the electrical appliances again. The range hood and gas appliance are English brands that have never been heard before. Promoters introduced them as imported famous brands. Under the reporter's repeated questioning, the salesgirl changed her name to "Shunde Famous Brand". In the eyes of this brand, which is known as the forefront of the industry, the combination of the above materials, coupled with their self-proclaimed superb design and installation capabilities, has enabled consumers to see the best overall kitchen.

In another brand's flagship store in Guangzhou, the reporter saw the range hood of the brand's own brand, and its appearance was no less than that of well-known home appliance brands. The range hood of this brand is almost unheard of. Although the shopping guide keeps saying that it is the brand's own product, the price is favorable, but the reporter is not interested at all. The reporter randomly interviewed three consumers who had just visited the flagship store of the brand. When asked if they would buy this brand of kitchen and bathroom appliances, two of them made it clear that they would not buy them, and one hesitated and said that they would not buy them.

At present, "the integration of cabinet appliances" has basically become a consistent interpretation of the whole kitchen in the industry, and most of the whole kitchen brands can only produce simple cabinets, and kitchen and bathroom appliances can only rely on others, so that in order to maintain high profits, they can only choose brand-name appliances, which is bound to bring great trouble to design, installation, especially after-sales. It is in this way that some "big brands" venture into the field of home appliance manufacturing that they are not good at. Obviously, the brands of household appliances that survived the bloody battle are not of the same level, and it is obvious whether the cabinets can play a guiding role in the whole kitchen.

Home appliance brands are worth looking forward to.

Following Haier's announcement that it has made a big push into the whole kitchen, Siemens, a German home appliance giant, also took the whole kitchen appliances as an incision, which opened the prelude to the expansion of its home appliances across the board. In addition, Taiwan Province Sakura Kitchen & Bathroom also regards the whole kitchen appliance as an important development direction in the future. Panasonic, Electrolux and other multinational giants have also built a range hood project in China, and they are ambitious to become the leader of kitchen appliances.

Professional brands are not to be outdone: Shuaikang invested 200 million yuan to create a new image of "kitchen and bathroom appliance expert" through four core products: range hood, cooker, water heater and whole kitchen; Tai Fang also announced the reorganization of its brand strategy; Vantage spent hundreds of millions to enter the whole kitchen and bathroom, even without letting go of the knife.

However, judging from the current market performance, the above-mentioned domestic and foreign home appliance brands are only involved in the field of kitchen appliances, but only a few have really set foot in the whole kitchen field, and have completed the market layout and formed a climate. Therefore, it will take some time for home appliance brands to dominate the whole kitchen market. At the same time, the orderly and benign development of the whole kitchen market also needs time to precipitate.