2009 first quarter home kitchen market brand of

(A), the survey samples and conclusions

1. sample

Hunting Home Research Center on the 1st quarter of 2009 the Chinese household industry brand attention status were investigated, which kitchen supplies market brand survey including integrated kitchen, kitchen cabinet, kitchen electrical appliances, gas stove with four market segments, involving a total of 319 brands, products, effective 10,618 sample volume total 3,420,212.

2. findings

By Q1 2009 kitchen market investigation of brand attention, hunting Home Center thinks:

1st quarter of 2009, subject to the effect that the kitchen market holidays may be ups and downs, brand pattern and variable. Together, Optima, beautiful, shuaikang, fotile and Haier five brands in kitchen market performance concern ratio of 10% or more. Small household electrical appliances of all the way to increase awareness, manifested out kitchen supplies market consumption trends.

Regional distribution: in addition to other areas of the Northwest, consumer markets, kitchen products have a higher degree of concern, including southern and northeast of most concern. Overall kitchen products in North China, East China and abroad, such as area more interesting. Northwest Territories is more concerned with the kitchen electrical appliances and other categories (including kitchen accessories, tableware, cooking utensils) product, subject to further develop the regional market.

Market segment:

Overall kitchen: Haier and come before the second-highest, concerned about the proportion of similar. As a result of electrical household appliances, wood etc. home edge industry into the overall kitchen market, therefore each product feature difference is large, market awaits further standardization.

Cabinets: Optima with 42.23% awareness rank first in the first place, the Matthew effect further. Price system will be in 2009 and then squeeze moisture, "the law" on becoming inevitable.

Kitchen electrical appliances: as 3-month intensive marketing campaign, a surge in interest appears shuaikang, ranking third, market performance.

Cooking: fangtai with 30.97% interest rate ranked first, shuaikang and huadi separation of the second and third place. Market performance for polarization, competition tends to be more intense.

(2), kitchen brand research

1, kitchen supplies the market's overall brand pattern

Attention top ten brands are: Optima, beautiful, shuaikang, fotile, Haier, Kau Yang, Vantage, supor, section Po, fillinger. The top ten brands received 54.03% awareness, other 309 brands get 45.97% awareness.

2. distribution of the top ten brand awareness

1st quarter of 2009, subject to the effect that the kitchen market holidays may be ups and downs, brand pattern and variable. Together, Optima, beautiful, shuaikang, fotile and Haier five brands in the kitchen overall market performance, attention are more than 10%. The remaining five brands to nine Yang, Vantage, supor, Po and fillinger, quarterly interest rate below 10%, the market well.

Overall, kitchenware brands for kitchen cabinet, kitchen electrical appliances class. But because of the new year's day in the month of January and the Spring Festival holiday, makes consumer market structure changes, has been focus flat small household electrical appliances product was subjected to strong concerns of consumers, in order to reflect the economic characteristics of spending holidays. With nine Yang, supor as representative, home appliance brand awareness rising all the way in which best is the nine-month creativity's third.

3. kitchen products range analysis of market awareness

From the regional market, closet in regional consumer market has a relatively high degree of concern, including southern and northeast of most concern. As for the overall kitchen products, but also from North China, southwest regional market of consumer attention. Overall kitchen in the regional awareness is relatively low, most of the region are concerned about the ratio of below 10%. "Cabinets appliances integration" basically became the industry to the overall interpretation of the kitchen, and most of the kitchen manufacturers only can produce cabinets or kitchen appliance, only useful industry clusters to further promote their development. On the other hand, the overall kitchen as new consumer concept for domestic consumers also have an understanding and acceptance of the process, requiring the implementation of an unknown time. But the product itself, have lead the consumption trend of strength. Thus, as the promotion of products, integrated kitchen prospects cannot be underestimated.

4. the top ten products attention distribution

Kitchen supplies market top ten products cover cabinets, kitchen, cooking and other categories. Including Haier Finalist (4), which are located in the fourth, fifth, sixth, ninth, finalist products to the overall kitchen, kitchen; Optima ® Finalist (3), which are located in the second, third, seventh, in which "oupai door wooden series Heidelberg" as high-end cabinetry products represent, reflect consumer market quality cabinetry, high-end products in the market Foundation should not be overlooked; gas stove, hood products only fangtai a finalist, 2 product list, including "fangtai cooking JZT2-YHL" won this month's top kitchen product of Corona.