In recent years, the kitchen appliance market dazzling performance, the rapid expansion of the market size.GfKai national retail market forecast data show that in 2017 the annual kitchen electricity market will reach 94.1 billion yuan, an increase of 20%, the main products include range hoods, Built-in hob, microwave oven, built-in oven, steam box and dishwasher.
Product Structure Optimization Emerging Markets Emerging
Kitchen appliances market showed a high growth trend mainly due to the following three aspects.
First, the real estate market growth in the third and fourth tier cities significantly, the urbanization rate gradually increased.Different from the refrigerator, washing machines and other white goods, kitchen appliances, especially hoods, stoves and other traditional kitchen appliances with decoration properties, more susceptible to fluctuations in the real estate market In 2016. The domestic real estate market witnessed a significant warming in 2016. From January to November 2017, the national sales area of commercial buildings increased by 7.9% over the same period of last year, of which the sales area of commercial residential buildings increased by 5.4% over the same period of last year, and the third and fourth-tier cities under the relaxed policy environment The national sales area rise.Consider the existence of housing renovation and delivery time lag, the steady growth of the real estate market for the kitchen electrical industry is a clear positive.
In addition, data from the National Bureau of Statistics show that in 2015 China's urbanization rate was 56.1%. In 2016, the urbanization rate in China is 57.4%. In 2020, the urbanization rate in China is expected to reach 60%, which means that it is expected to increase by about 1 Percentage points of urbanization rate.With the continuous progress of urbanization, the rural population continue to gather in urban areas, urban population continues to increase, urban residents for the use of large kitchen appliances and demand more intense rural residents, which will further promote The overall market for kitchen appliances has risen all the way in the coming years.
Second, the product structure adjustment, the concept of consumption continues to escalate.With the improvement of the general public living standards and the health of the gradual attention to the concept of consumer spending upgrade, began to pursue a more healthy and clean kitchen life, the use of range hoods, gas stoves, etc. In addition, the environmental issues have become increasingly prominent, the state actively carry out energy transformation, take the initiative to promote coal to gas project, the largest beneficiary of coal to gas project is the kitchen Electricity industry, including gas boiler, gas stove is particularly significant.GfK (GfK China) national market forecast data show that in 2017 traditional range hood and gas stove as the representative of the retail sales of main products maintained at double-digit Growth of 16% and 12% respectively. The growth of retail sales is much larger than that of retail sales, and the products show a trend of "rising in volume and price".
Third, the emerging kitchen appliances market broke out.Compared to developed countries, household appliances generally less in our country, with 80, 90 became the main consumer market, young consumers and the middle class continue to expand, eating habits are also more and more The more diverse the kitchen is no longer just a simple place to cook Chinese food, but also need to be able to handle Western food, which to some extent makes the emerging kitchen appliances as a necessity will usher in explosive growth. GfK (GfK China) National Market According to the forecast, retail sales of new kitchen appliances, represented by embedded ovens, steam boxes and dishwashers, are projected to increase by 71% in 2017.
Trendy consumer highlights the embedded products favored
Nowadays people's quality of life is improving constantly. The family has a new height of cognition of a healthy and nutritious diet. The traditional steamer and steamer in the kitchen are gradually replaced by steamer and steamer. The function of the microwave oven is gradually diversified. The embedded kitchen Electric products are more people of all ages.
According to GfK China's retail monitoring data for kitchen appliances, the national retail volume of steamers, embedded ovens and embedded microwave ovens in 2017 was up 30%, 48% and 67%, respectively, year-on-year. The performance of the micro-steaming machine was particularly prominent. From January to November 2017, the retail volume of the embedded micro-steaming machine in large and medium-sized offline cities increased by 169% from January to November 2016. The average price was even higher from 3886. Yuan increased to 5232 yuan. The online market increased more significantly year-on-year. From January to November 2017, the retail sales increased by 262% year-on-year, and the average price increased by nearly 300 yuan. The volume and price increase of the embedded micro-steaming machine mainly came from According to the increase in the number of large-liter products in the online market and offline large and medium-sized cities, the share of retail sales of products of 24 liters or more in January 2017 to November increased from 34% in the same period of 2016 to 88%. Among which, the retail sales of embedded micro-steaming machines with a capacity of over 30 liters in large- and mid-sized cities and offline cities accounted for 34% of the total.
It can be seen that, with the acceleration of the pace of modern family life, the concept of consumer propensity consumption has emerged, large-capacity, embedded kitchen electric products have grown rapidly, embedded multi-functional products or will become the mainstream of the market.
Consumers focus on convenience Dishwasher becomes the largest dark horse
With the accelerating pace of life, consumers are paying more and more attention to the time and cost, and they have begun to pursue the convenience of life. Capsules, coffee makers, and dishwashers are able to elevate consumers’ products out of the burden of household chores. Vision.
Dishwasher products have become the fastest growing black-and-blue appliance in the category of kitchen appliances in 2017. National market forecast for GfK China dishwashers shows that the overall market for dishwashers in China will reach retail sales in 2017 5.4 billion yuan, an increase of 105% .In the constant expansion of the market volume, dishwasher products are constantly upgrading and innovation, from a single embedded to the independent, desktop development, sink dishwashers is set off Dishwasher purchase boom Retail sales figures for GfK China's dishwashers show that retail sales of dishwashers in the online retail market rose from 6.5% in January to 13.5% in November The proportion of the key channels under the channel and the increase is particularly prominent, the proportion of retail sales rose rapidly from 6.3% in January to 38.5% in November.From the water consumption indicators, sink water consumption is lower than the same number of sets of other capacity Types of dishwashers with a sink capacity of 6 to 8 units consume less than 6 liters of water, while others with the same number of dishwashers consume less than 6 liters of water, accounting for just 17% of retail sales.
With the continuous improvement of residents' income level and the rise of the middle class, the dishwasher market will continue its rapid growth in the future.
Intelligent products into the direction of health kitchen needs wisdom
Due to the combination of intelligent technology and home appliances, smart appliances have become the trend and direction of upgrading of the home appliance industry.GfK China (GfK China) retail sales data show that in January 2017 to January the retail sales of smart products for air conditioners have reached 40 %, While the development of intelligent kitchen appliances is relatively slow and takes a long time to explore.According to GfK China retail data of kitchen appliances, Jan-Nov 2017 microwave ovens, dishwashers, Retail sales of smart products such as soot machines and steam boxes accounted for 10%, 9%, 2% and 1% of retail sales, respectively, while the sales of embedded oven smart products accounted for less than 1% of retail sales, of which smart products for range hoods were mostly equipped with LCD screens , Dynamic menu and multi-media interactive function.In addition, smart range hood equipped with intelligent voice control system voice interactive products, but the price is much higher than the market average.GfK (GfK China) retail sales of kitchen and electrical products data show that, Compared to ordinary smart products, voice interactive product price index up to 398.
If you say that smart is the consumer demand for functional improvement of products, then the development of self-cleaning products shows that consumers attach importance to health.China's heavy oil cooking habits determine the inconvenient cleaning, unclean cleaning must become a kitchen electrical products The main problems, self-cleaning ovens, self-cleaning hoods, self-cleaning dishwashers and a large number of products have been introduced to meet the user requirements for a healthy and clean kitchen environment. Kitchen appliances, embedded oven self-cleaning products most typical Retail sales data from GfK China show that retail sales of self-cleaning embedded ovens have reached 37% between January and November 2017, and sales of self-cleaning range hoods reach 14% of retail sales in 2017. Newly listed range hood self-cleaning products reached 120 or so, in 2017 the new listing model sales performance, self-cleaning products accounted for about 17% of retail sales, more and more products began to have self Cleaning function.
With the development of science and technology, the kitchen appliances tend to be high-end and intelligent, and the higher requirements for the practical effect and operation experience of the kitchen appliances are the only way to upgrade the consumption. In order to seek breakthroughs, the kitchen and electric appliance manufacturers are bound to continue their efforts to launch Innovative products, designed to meet the needs of consumers of human, efficient kitchen appliances.