In the market situation in which kitchen appliances continued to decline in 2012, the mid-to-high-end kitchen appliances companies represented by Cohen achieved a performance against the market. In recent years, Chinese kitchen appliances with hoods and gas stoves as the core have gradually become the fastest growing category among traditional household appliances. However, due to factors such as real estate regulation and overcapacity, China's kitchen appliances market has been in the second half of 2011. The wind is cold. In 2012, the growth of the kitchen appliance market has slowed significantly, and the downward trend continues to this day.
However, in this extremely unfavorable market, the market sales of medium and high-end kitchen appliances represented by Zhejiang continued to show rapid growth. Zhejiang kitchen and electric power enterprises have always adhered to the high-end product strategy for many years. The products do not seek scale but seek craftsmanship and quality. This is different from the strategic positioning of Guangdong enterprises, so it has been quite stable, which has attracted more and more kitchen electrical appliances companies. Started to transform into the mid-to-high-end market.
Chen Gang, deputy secretary-general of the China Household Electrical Appliances Association, pointed out: "Currently, kitchen appliances companies collectively work in the high-end market, which will help promote industrial upgrading in this field. But this will also bring new challenges to the brand structure and market competition. How to take the lead in this round of high-end kitchen power competition, we need to reposition the market environment and brand pattern of the kitchen electricity industry." In the 2012 brand planning, the most important thing is the brand. The primary goal of Cohen Kitchen Appliances, which is dominated by mid- to high-end consumers in 2012, is to continue to consolidate its own brand positioning, pragmatically position itself as a leader in high-end kitchen appliances and continue to move closer to the high end. Cohen general manager Yu Feng said: "The so-called 'high-end' is not only high price, good craftsmanship, nor much advertising. The real high-end is to perfectly meet the needs of consumers and more comprehensively The quality of service is good, and consumers will have a sense of pride after using this product.†It is reported that in order to maintain innovation and quality, Cohen introduced high-end experimental instruments this year to create high-end quality and interpret high-end concepts to high-end. In the product.
Industry experts believe that the current development of the kitchen appliance industry is a problem that all kitchen appliances must face and think. Compared with many kitchen appliances brands in transition, companies such as Cohen, which is the leader in the mid-to-high-end market, need to have stronger technological innovation, demand innovation and emerging market expansion. When many companies are beginning to reduce market input due to survival pressure and financial pressure, Cohen Kitchen can use a lot of resources to launch a new round of market expansion and industrial layout in a more relaxed competitive environment.
Cohen Electric is in hot investment. Joining hotline: 400 - 678 - 3567
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