Analysis of the current status and development prospects of stainless steel kitchenware industry

Today, stainless steel products are more and more popular with housewives, so the consumption of stainless steel every year has risen year by year. According to statistics from authoritative departments, my country's stainless steel kitchenware consumes stainless steel each year, accounting for about a quarter. Therefore, the development of the kitchenware industry has affected the development of the stainless steel industry to a certain extent.

1 Overview of stainless steel kitchenware

1.1 Life cycle of stainless steel kitchenware industry

From the beginning to the end of any industry, it is basically in the initial period, growth period, maturity period, and recession period. At present, stainless steel kitchenware is in the growth stage. The main reasons are: first, the market share and demand growth rates have maintained growth. At present, the market share of stainless steel kitchenware is about 40%, and the demand growth rate remains 20%. Second, there are many corporate merchants and diverse products. At present, there are more than 1,300 domestic stainless steel food and kitchenware companies, and more than 300 products are involved. Third, the entry threshold is improved and technological innovation has improved. Relevant departments such as the Ministry of Health and the National Standardization Management Commission have established various rules and regulations to implement the admission system for stainless steel and kitchenware products, bringing obstacles to enterprises entering the industry. Fourth, there is a certain strength brand manufacturer, but the market share is not great. At present, well -known domestic brands include Supor, Esta, Shuangxi, Boss Electric, Lingfeng, etc., and the market share of a single brand is not more than 5%.

1.2 Market capacity of stainless steel kitchenware industry

Using the Boston Rectangular model, the two major factors of market share and demand growth rate are used to measure the market capacity of stainless steel kitchen utensils in domestic kitchenware. The values in the horizontal and vertical coordinates are stainless steel kitchenware, aluminum dining kitchen utensils, iron food kitchen utensils and porcelain kitchenware market share and demand growth rate. Through judgment, my country's stainless steel kitchen utensils are star business and are the main contributions to the growth of tableware in my country. Aluminum kitchenware is a problem product, which needs to change sales strategies and increase exports. Porcelain kitchen utensils and iron kitchenware are thin dog products. Among them, iron is not matched with the improvement of kitchen utensils because of the improvement of kitchen utensils, so it will slowly reduce demand. Porcelain products may still develop into Taurus products.

1.3 Analysis of the Status Status of Stainless Steel Kitchenware Industry

The brand structure of the stainless steel food kitchen market is clearly divided, divided into high -end, mid -to -high -end, mid -end and low -end markets. The current high -end markets are mostly occupied by internationally renowned brands, but they have not yet shown a situation of one or more monopolized the market. There are many mid -to -high -end market brands, such as Supor, like Aosa, Shuangxi, etc., brand strength and channels expand and extend to third- and fourth -level cities and rural markets. There are many brands with many accumulation in the mid -range market. There are many manufacturers and fierce competition. The low -end market is mainly based on miscellaneous cards, and most of them are produced by some small companies.

2 SWOT analysis and competitive analysis of stainless steel kitchenware industry

2.1 SWOT analysis of stainless steel kitchenware

  Advantages and disadvantages

Not easy to rust, easy to clean;

The prospects for domestic demand are broad, and the external demand is guaranteed;

  necessities;

The largest stainless steel kitchenware production base;

The industrial concentration is low, and the size of the enterprise is small;

The added value of the product is low, and the low -to -mid -end accounts for 63%;

The business model is unique, and the management mechanism is irregular;

The cost of raw materials is large, and the research and development capacity is poor;

Opportunity threatening

The country accelerates urbanization and strengthens the support of the three farmers;

The government supports the establishment of kitchenware industrial parks, technology research and development and quality testing center;

Increased obstacles;

The financial crisis leads to weakening demand;

International high -end brand invasion;

According to the SWOT analysis of my country's stainless steel food kitchenware, it is obtained that due to the state will accelerate urbanization and strengthen the support of the three farmers, the future stainless steel demand is huge. Among them, the rural market is the main direction. However, the stainless steel kitchenware industry has the disadvantages of the inferior factors such as low industrial concentration, low product added value, and extensive business management model. In recent years, the state has increased the entry threshold of the stainless steel industry, and the invasion of national high -end brands. These are not conducive to the stainless steel kitchenware industry. Development, so it should be strengthened in the later period, and at the same time pay attention to corporate management and product development, and strengthen the brand building.

2.2 Industry Competitiveness Analysis and Suggestions

Use the Potter Five Power model to analyze the competitive structure of the stainless steel kitchenware industry. It is mainly analyzed from the five major aspects of supplier's bargaining ability, customer bargaining ability, potential entry, alternative threat, and existing enterprise competitiveness. To judge the ability of all aspects, this article is divided into five levels: weak, weak, medium, strong and strong, as follows:

1) Supplier's bargaining ability -medium. Reasons: ① The cost of the production cost of upstream raw materials in stainless steel kitchen utensils accounted for 50-80%, a large extent of the price of stainless steel meal kitchen utensils; The raw materials are mainly from several domestic steel factories, but downstream companies can mostly realize post -item integration.

2) Customer bargaining ability -strong. Support factors: ① The production enterprise in the upstream kitchenware industry is small, with a turnover of less than 100 million. ② The quality of each enterprise purchased by the buyers is not much different, and they can buy products from multiple sellers at the same time.

3) The threat of the new entry -weak. Reasons: ① In recent years, the threshold for entry has increased; ② The cost of combining is too high, and the required operating costs have increased.

4) The threat of alternatives -weak. Reason: The current kitchen utensils are mainly stainless steel kitchenware, aluminum kitchenware, iron kitchenware and porcelain kitchenware. Among them, the market share of stainless steel kitchenware is 40%. Other types of kitchenware are based on the characteristics of rust and difficult to clean, and have limited development space.

5) Competition of existing enterprises -medium. Analysis: The brand of stainless steel kitchenware production enterprises is mainly Supor, Aishida, Shuangxi, Boss Electric and Lingfeng. The share of a single brand is less than 5%, and the share of other companies is 82%, which is currently not enough to compete with the previous major companies.

In summary, in the current competitive structure of the stainless steel industry, the price competition is relatively fierce, and the threats of other brands and alternatives are low. Therefore, combined with the Potter Five Power Model and the general strategic relationship, the suggestions of stainless steel kitchenware are as follows:

◆ Cost -leading strategy: Grasp the raw market in various aspects, customize and useful raw materials, and try to reduce the cost of raw materials as much as possible. There is more room for bargaining to attract customers.

◆ Differential strategy: Most of the work and use of the product's function and use of affairs must not only ensure long -term durability, but also healthy and environmentally friendly, which is conducive to improving customers' loyalty.

◆ Concentration strategy: Improving the centralized strategy of products, bigger and stronger to a certain kitchen utensils, and developing branding in order to occupy the market faster and better.

3 Stainless Steel Kitchenware Development Prospecting Forecast

From 2006-2012, the global and my country's stainless steel kitchen utensils have maintained steadily, and the scale of stainless steel kitchenware in my country accounted for global stainless steel kitchenware. The scale reached US $ 3.297 billion.

In addition, according to statistics, stainless steel kitchenware accounts for more than 50%of stainless steel kitchen utensils. Therefore, the rapid development of my country's overall cabinet industry has driven the later stainless steel food kitchenware. The survey shows that the overall cabinet ownership rate among the urban residents' families in my country is only 6.8%, which is far lower than the average of 35%of developed countries in Europe and the United States. In the next 5 years, the total demand for overall cabinets in my country is at least about 29 million units, with an average of 5.8 million units per year.

In addition, the country will increase the process of urbanization. During the "Twelfth Five -Year Plan" period, 36 million affordable housing will be built. If the overall demand per household is one set, the "Twelfth Five -Year Plan" will need 7.2 million units each year.

It can be seen that with the rapid development of my country's future stainless steel kitchenware industry, the demand for stainless steel will be strongly pulled, especially the 304 -series stainless steel plates and stainless steel pipes. The market is very broad.