Adhering to long-termism, creating "healthy kitchen air" for users
In recent years, the home appliance industry has faced growth pressures. As an essential category, air conditioners are seeing their application scenarios expand, and manufacturers are all looking for new growth points to capture market opportunities. According to Wang Zhixiang from Haier's Home Air Chain Group, the cooling demand for kitchen spaces represents a new incremental细分品类in an old scenario. From 2023 to 2024, kitchen air conditioners experienced rapid growth, with major manufacturers entering or increasing their investment in this细分品类. More and more distributors began promoting and selling kitchen air conditioner products. The problem of high temperatures and heat during cooking in the kitchen is being solved one by one through these kitchen air conditioners!
With the arrival of summer
In recent years, the home appliance industry has faced growth pressures. As an essential category of household appliances, air conditioners' application scenarios are continuously expanding. Manufacturers are all looking for new growth points to seize market opportunities. In the view of Wang Zhixiang from Haier's air industry chain, the cooling demand in kitchen spaces represents a new incremental subcategory under old scenarios. From 2023 to 2024, kitchen air conditioners experienced rapid growth, with major manufacturers entering or increasing their presence in this subcategory. More and more dealers have started promoting and selling kitchen air conditioner products. The pain point of high temperatures in the kitchen during cooking is being addressed one by one through these kitchen air conditioners!
In recent years, the home appliance industry has faced growth pressures. As an essential category of household appliances, air conditioners' application scenarios are continuously expanding. Manufacturers are all looking for new growth points to seize market opportunities. In the view of Wang Zhixiang from Haier's air industry chain, the cooling demand in kitchen spaces represents a new incremental subcategory under old scenarios. From 2023 to 2024, kitchen air conditioners experienced rapid growth, with major manufacturers entering or increasing their presence in this subcategory. More and more dealers have started promoting and selling kitchen air conditioner products. The pain point of high temperatures in the kitchen during cooking is being addressed one by one through these kitchen air conditioners!As summer heat becomes more common, the demand for kitchen cooling is receiving more attention. However, China is vast, with diverse housing conditions, and many older homes in cities. The frequency of using air conditioners in kitchens is not as high as in bedrooms, and there are issues such as heavy grease and difficult installation. The relatively short summer period and limited usage time are the current realities of the cooling demand in kitchen settings.
As summer heat becomes more common, the demand for kitchen cooling is receiving more attention. However, China is vast, with diverse housing conditions, and many older homes in cities. The frequency of using air conditioners in kitchens is not as high as in bedrooms, and there are issues such as heavy grease and difficult installation. The relatively short summer period and limited usage time are the current realities of the cooling demand in kitchen settings.Wang Zhixiang introduced that currently, various brands are designing and developing products based on user needs, launching a variety of different types of kitchen air conditioning products. For example, on the basis of its already launched multi-split terminal and one-to-one ducted kitchen air conditioners, Haier will introduce by the end of 2024 a water-cooled kitchen air conditioner suitable for under-cabinet installation - the "Kitchen CoolEase" kitchen air conditioner. This all-in-one design requires no secondary renovation, can be installed inside the cabinet, and uses tap water to carry away heat, achieving cooling and blowing cool air, with users able to enjoy coolness within 15 seconds after turning it on. It quickly meets the demand for kitchen cooling during summer. The all-in-one design solves the problem of some kitchens being unable to install outdoor units, meeting the fast and convenient installation needs of both new and old houses in multiple scenarios.
Therefore, kitchen air conditioners represent a new growth curve in the air conditioning category, with clear market demand. The key lies in the ability of the launched products to meet the needs of different users and provide high-quality pre-sales and after-sales services. Only products with such capabilities can sustain development in the future kitchen air conditioner market.
In the era of mobile internet, the promotion of new products should not only rely on offline channel promotion, but also open up online promotion and the entire network retail channels. When users choose traditional cabinet-mounted air conditioners, central air conditioning, and other products, they should consider the need for installing an air conditioner in the kitchen as part of their planning. In this way, kitchen air conditioners will become widespread in thousands of households.
In the era of mobile internet, the promotion of new products should not only rely on offline channel promotion, but also open up online promotion and the entire network retail channels. When users choose traditional cabinet-mounted air conditioners, central air conditioning, and other products, they should consider the need for installing an air conditioner in the kitchen as part of their planning. In this way, kitchen air conditioners will become widespread in thousands of households.With the rapid development of new media, Haier Smart Home China has comprehensively and continuously upgraded its marketing system. By using matrix marketing to promote and spread awareness of various brand categories, it advances synchronously with regional dealer customers, focusing on the incubation of accounts for three types of "employees": planners, marketers, and customers, widely distributing brand interaction touchpoints, and enhancing the reach of the brand to users.
With the rapid development of new media, Haier Smart Home China has comprehensively and continuously upgraded its marketing system. By using matrix marketing to promote and spread awareness of various brand categories, it advances synchronously with regional dealer customers, focusing on the incubation of accounts for three types of "employees": planners, marketers, and customers, widely distributing brand interaction touchpoints, and enhancing the reach of the brand to users.At the launch of the new Haier AI air conditioner and the inauguration of the Haier Healthy Air Conditioner Festival on February 22, channel merchants, dealers, and media and influencers from various circles attended. The series of Haier kitchen air conditioners were experienced on-site. By introducing the Haier water-cooled kitchen air conditioner to the attending media and influencers, the value of kitchen air conditioners to users was better promoted through various platform circles.
At the launch of the new Haier AI air conditioner and the inauguration of the Haier Healthy Air Conditioner Festival on February 22, channel merchants, dealers, and media and influencers from various circles attended. The series of Haier kitchen air conditioners were experienced on-site. By introducing the Haier water-cooled kitchen air conditioner to the attending media and influencers, the value of kitchen air conditioners to users was better promoted through various platform circles.
In the air conditioning industry, there is a saying: "Three parts product, seven parts installation." How to deliver a "perfect" product to 100% of users is a common goal for the industry. As a subcategory of air conditioners, kitchen air conditioners, whether they are integrated, split, multi-connected terminals, or water-cooled products, all follow the basic principles of air conditioning. After-sales installation service is key.
In the air conditioning industry, there is a saying: "Three parts product, seven parts installation." How to deliver a "perfect" product to 100% of users is a common goal for the industry. Kitchen air conditioners, as a subcategory of air conditioners, whether they are integrated, split, multi-connected terminals, or water-cooled products, all follow the basic principles of air conditioning. After-sales installation service is key.Haier proposed the concept of "Sincerity Forever" over 30 years ago, becoming the "pioneer" in China's home appliance service industry. Haier's air conditioner installation service network has covered the entire country, providing a strong installation service guarantee for the promotion of Haier kitchen air conditioners. Of course, different kitchen air conditioners have their own installation particularities; for example, the installation method of under-counter water-cooled kitchen air conditioners is similar to that of dishwashers, involving water supply and drainage, as well as modifications to some cabinets. In addition to training the existing after-sales network, Haier also integrates the Three Birds home renovation channel within the Haier Smart Home system, achieving continuous implementation of integrated sales and installation, ensuring the best user experience for kitchen air conditioning products.
For some specialized kitchen air conditioner brands, they may not have a nationwide service network, often relying on local agents to build their own after-sales service capabilities. Currently, many home building materials brands rely on third-party installation companies for services, using digital systems to fully integrate online and offline processes, completing the final installation for users, and reaching users through online portals and live-streaming new retail, serving customers across the country. This approach is worth emulating by those in the kitchen industry who do not have their own after-sales service systems. It is believed that the industry will see the emergence of comprehensive professional after-sales service platforms to meet the after-sales service needs of multiple kitchen air conditioner brands.
For some professional kitchen air conditioning brands, they may not have a nationwide service network, and often the local agents build their own after-sales service capabilities. Currently, many home building materials brands rely on third-party installation companies for services, using digital systems to fully integrate online and offline, completing installations for end-users, and reaching customers through online channels and live-streaming new retail, serving users across the country. This approach is worth learning from for kitchen industry clients who do not have their own after-sales system. It is believed that the industry will also see the emergence of comprehensive professional after-sales service platforms to meet the after-sales service needs of multiple kitchen air conditioning brands.The uniqueness of the kitchen air environment determines that ease and convenience of installation must be considered during the product design and development phase. The planning and development of new products is a long process, taking years from the start of R&D to the production line.
The particularity of the kitchen air environment determines that convenience and ease of installation must be considered during the product research and development design phase. The planning and R&D process for new products is a long-term endeavor, from the initiation of product development to its final production, requiring years of meticulous refinement.As a major global player in home appliance R&D and manufacturing, China boasts significant cost advantages in its domestic home appliance supply chain. However, how to open up market channels for quality products and gain user recognition is a direction that manufacturers and distributors need to deeply cultivate. For example, young people today advocate a "meticulous" lifestyle, and various social media platforms are filled with all sorts of money-saving tips, competing on who can save more. As the popular saying goes: "It's not that I can't afford a down jacket, but rather that the military overcoat offers better value for money!" The core issue lies in the fact that users are willing to pay only if they perceive the product as offering equivalent value.
As a major global player in home appliance R&D and manufacturing, China boasts significant cost advantages in its domestic home appliance supply chain. However, how to open up market channels for quality products and gain user recognition is a direction that manufacturers and distributors need to deeply cultivate. For example, young people today advocate a "meticulous" lifestyle, and various social media platforms are filled with all sorts of money-saving tips, competing on who can save more. As the popular saying goes: "It's not that I can't afford a down jacket, but rather that the military overcoat offers better value for money!" The core issue lies in the fact that users are willing to pay only if they perceive the product as offering equivalent value.Market research shows that consumers generally accept a retail price range of 3000-4000 yuan for kitchen air conditioners. Spending tens of thousands of yuan on a kitchen air conditioner that is used for only one or two months is still considered a luxury for the working class. Therefore, when choosing a kitchen air conditioner, consumers will compare it with the unit price of wall-mounted air conditioners. Considering the special requirements of high grease and rapid cooling in kitchens, it is generally believed that if the price of a kitchen air conditioner is 20%～30% higher than that of a wall-mounted air conditioner, users are more likely to accept it and be willing to purchase.
Market research shows that consumers generally accept a retail price range of 3000-4000 yuan for kitchen air conditioners. Spending tens of thousands of yuan on a kitchen air conditioner that is used for only one or two months is still considered a luxury for the working class. Therefore, when choosing a kitchen air conditioner, consumers will compare it with the unit price of wall-mounted air conditioners. Considering the special requirements of high grease and rapid cooling in kitchens, it is generally believed that if the price of a kitchen air conditioner is 20%～30% higher than that of a wall-mounted air conditioner, users are more likely to accept it and be willing to purchase.
Therefore, the market demand is real, and it's essential not to rush for quick profits in the industry by making more consumers aware of the need for an air conditioner in the kitchen. Brand manufacturers and channel partners should not view kitchen air conditioners as "small volume, high profit" products, but rather develop them into "low margin, high volume" products, providing users with products that meet their needs. At the same time, in response to the lack of industry standards for new products, actively promote the formulation of standards to achieve widespread implementation of national standards, producing products that comply with national "energy efficiency standards" and "water efficiency standards," allowing the kitchen air conditioner category to get on track.
After the Spring Festival, Haier launched the "Healthy Air Conditioner Festival," conducting related marketing activities for Haier's healthy air conditioners across the country from February to March. Over the past decade, the "Haier Healthy Air Conditioner Festival" has become a landmark event in the industry. The "Third Kitchen Air Conditioner Industry Summit Forum" also attracted many companies, distributors, and online influencers interested in the kitchen air conditioner category, playing a significant role in promoting this category through the industry's "narrow door" and building sustainable growth.
The potential of the kitchen air conditioner market is enormous and will definitely show a trend of doubling. Of course, the most critical aspect is still focusing on improving product and service quality, providing users with a product they are "very" satisfied with, and continuously creating a better life for every home.
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