From the whole cabinet "six sets" to explore profit space

In the marketing and sales of kitchens, cabinet manufacturers must gather orders, design concepts, design schemes, targeted processing, matching of home appliances, installation, and after-sales services, rather than pure sales of goods. .

If the cabinet manufacturers do not attach importance to the six-piece configuration of the whole cabinet, it is difficult to say whether the kitchen appliance company will integrate the cabinet manufacturing enterprises after three to five years. In the process of assisting individual cabinet manufacturers in the integration of six-piece kitchen procurement resources, it was discovered that some kitchen and electric companies have also begun to pay attention to the issue of product docking with cabinet manufacturers.

The concept of an overall kitchen was first proposed by Mrs Brown of Britain in 1816. Since the concept of the kitchen was proposed for the entire kitchen, the overall kitchen evaluation should first be integrated, such as overall design rationality and cost performance, overall appearance and local personalization. Whether there is coordination among Zhang Yang, whether the principle of ergonomics is taken into account in the use of major functions, how to guarantee interchangeability and standardization requirements in after-sales service, etc.; second is the evaluation of various products with different functional extensions, such as Disposable cabinets and refrigerators extending from storage functions, conditioning tables extended by conditioning functions, gas cookers and range hoods extended by cooking functions, faucets extending from the washing function, and dishwashers.

In China, Haier took the lead in proposing the concept of an overall kitchen. Nowadays, more and more cabinet manufacturers are focusing on the configuration of six-piece kitchen cabinets such as gas stoves, range hoods, sterilizers, stainless steel sinks, pull bars and faucets.

From the development of the overall kitchen market in Shanghai, the confusion in the concept not only has a great impact on the market development of the kitchen as a whole, but also many consumers in Shanghai still do not know the concept of the overall kitchen. For example, in the marketing and sales of kitchens in recent years, the proportion of real estate developers supporting projects has reached 63%, and that of home decorating companies has reached 26%. The retail market is basically still stagnant.

Look at this kind of digital analysis: The gross profit of a set of cabinets accounts for about 40% of the price of a full set of cabinets. The matching price for a six-piece set of kitchens is roughly the same as the price of a set of cabinets, but it generates pure profits for the cabinet makers and the profit rate. Will not be less than 40%.

We take Haier cabinets nearly 4 billion yuan this year, sales revenue, Haier cabinets in the fine decoration project sales will account for nearly 80% of the share, then Haier cabinet fine decoration works amounted to about 3 billion or so Haier’s sales revenue on the whole cabinet is basically at 1.5 billion yuan; the same 1.5 billion yuan sales revenue, if it is realized at home appliance chain supermarkets, will deduct 40% of the sales cost of the channel It is 60 million.

In this way, we can understand why Haier has been actively promoting the concept of a whole kitchen and undertaking a large number of fine decoration projects. If Haier can improve its product delivery ability, it can realize the profit of the cabinet project.

“A butterfly in the jungle of Brazil occasionally flaps its wings, which may set off a tornado in Texas.” Similarly, cabinet makers should not only see kitchen power companies operating as “negative profits” in the cabinet market, but should recognize Behind the "negative profit" business - kitchen power companies are completing the strategic layout. In 2004, Shuaikang, Fangtai, and the bosses of the three major range hood brands started the “shuffle” operation, which made the model range of Chinese range hoods tend to be standardized, and it is difficult to create new range hood brands.