April China Range Hood Market Analysis

In April, there was little change in the brand's overall attention in the range hood market in China, but some brand names have changed frequently. This month, Vantage and its boss still maintain their leading edge, and the market competition between them is fierce. In terms of product mix, European-style and near-suction range hoods dominate the market, with a cumulative share of over 70%.

Report Highlights • Brand Focus: Vantage, the boss and Fangtai remain unchanged in the top three positions.

• Product model structure: This month, Vantage's J801GZ has received the most attention from consumers.

• Structure of product type: The share of European products is kept at 40% or more.

• Price segment structure: The mainstream market price segment is concentrated at 1001-5000 yuan.

• Case Study - Vantage: The proportion of attention of Vantage this month has shown a clear upward trend.

First, the brand attention pattern

• Concerned about the top three brand positions remain unchanged In April 2013, the Chinese hoods market, Vantage, the boss and Fangtai remain unchanged in the top three positions, the cumulative attention to the ratio of 44.9%. Among them, this month, Vantage continued to be the brand's attention championship with a ratio of 17.3%. The boss followed closely with a ratio of 16.2% and a difference of only 1.1% from Vantage. In addition, Fang Tai kept the position of the third runner-up unchanged. The ratio of attention was 11.4%, up 1.2% from March.

The difference from March is that this month, the United States ranked among the fourth in the list of brand awareness, focusing on 10.1%. At the same time, Wanhe exchanged positions with Siemens, Wanhe rose to the fifth position, and Siemens dropped to the sixth position, focusing on 8.6% and 8.1% respectively. In addition, the rankings of Haier, Macro, Shuaikang and Sakura have all declined to varying degrees.

Second, product attention to the pattern

(I) Product Focused Models • This month, Vantage's J801GZ received the most attention In April 2013, Vantage's J801GZ continued to be the most popular consumer range hood product this month with a 5.3% focus on the Chinese range hood market. The price of 15±1m3/min air exhaust and 54dB(A) near-suction range hoods was 3,088 yuan this month, unchanged from the previous month.

• Near-sucking products can be found in six products. The top 10 products in the product list are divided into six brands, all of which are European-style and near-suction products, of which nearly six are for suction and four for European. The difference in product prices is relatively large, ranging from 818 yuan to 4328 yuan.

(II) Product type structure • The share of European products remained at 40% or above. In April 2013, the European range hoods market remained the most popular among consumers, and the proportion of concern this month remained at 40% or more. This was 41.2%, down 3.3% from March. Near-suction range hoods ranked second with 31.8% of the attention ratio. The proportion of Chinese-style cooker hoods is relatively small, only 15.2%. It can be found that although the Chinese-style range hoods have an advantage in terms of price, the European-style range hoods are superior in terms of materials and appearance, and better meet the aesthetic requirements of modern kitchen decoration, and are more concerned by consumers.

(III) Structure of price segment • The mainstream price segment of the market was concentrated in the range of RMB 1001-5000. In April 2013, in the range hood market in China, the price ratio of 3001-5000 yuan with a proportion of 33.9% became the most popular price segment for consumers. March decreased by 2.3%. Followed by the price segment of 1001-2000 yuan and 2001-3000 yuan, the proportion of attention was 27.8% and 21.5% respectively. It can be found that the proportion of attention in these three price segments has reached 83.2%, which is the mainstream price segment of the market.

From the European-style range hood market, the mainstream price segment is still 1001-5000 yuan, and the cumulative attention ratio reaches 89.7%, which is further concentrated compared with the overall market. Among them, 2001-3000 yuan has become the most popular price segment for consumers, the proportion of attention is up to 37.9%, and the price segment of 3001-5000 yuan is ranked second with the attention ratio of 30.9%, and the third is 1001-2000 yuan. In the price segment, the proportion of attention is 20.9%. The proportion of attention in the price segment below 1,000 yuan and over 5,000 yuan is relatively small, both below 10.0%.

From the near-suction range hood market, the mainstream price segment is still 1001-5000 yuan, the cumulative attention rate reached 85.8%, higher than the overall market. The proportion of attention in the price segment of 1001-2000 yuan and 3001-5000 yuan was more than 30%, which was 34.1% and 39.4% respectively. The proportion of attention in the 2001-3000 price segment is relatively small, which is 12.3%.

From the point of view of the Chinese range hood market, prices below 2,000 yuan have become the mainstream price segment. Among them, the price ratio of the price segment below 1,000 yuan reached 41.2%, becoming the most popular price segment for consumers. The price range of 1001-2000 yuan followed closely, and the ratio of attention was 38.6%, which was higher than the proportion of attention in the same price segment in other markets. The proportion of concerns in other price segments is relatively low.

Case Study - Vantage
(I) Analysis of brand trends • The proportion of attention of Vantage has risen this month. In April 2013, the proportion of attention of Vantage brand in the Chinese range hood market has increased. It can be seen from the figure that Vantage paid attention at the beginning of this month. The proportion was 16.9%, after which the attention ratio began to decline. It fell to the lowest value of this month at 13.8% on the 4th, and then gradually began to rise, and finally rose to 22.2% at the end of the month, an increase of 5.3% compared to the beginning of the month. It can also be seen from the trend line that Vantage showed a clear upward trend this month.

(II) Analysis of product structure 1. Product type • Vantage pushes European range hood In April 2013, the number of Vantage products on the Chinese range hood market was 47, which was the same as in March. There are 30 European-style products, 10 Chinese-style products, 3 near suction products, and 4 other types of products. As can be seen, Vantage's flagship European range hoods.

2. Product prices • The prices of Vantage products are mainly concentrated in the range of 1001-3000. From the price distribution map of Vantage products, it can be found that the price of Vantage products is mainly concentrated within 1001-3000. Among them, there are 19 products concentrated in 2001-3000 yuan, in addition, there are 15 products distributed in 1001-2000 yuan.