On April 18, 2018, under the guidance of the China Association of Household Electrical Appliances, the “Healthy Life One” sponsored by the State Grid of China and the “2018 Chinese Steamer Consumption Popularization Campaign” was held in Beijing. From Fang Tai, Galanz, Haier, Vantage, Casa Di, Boss, Midea, Shuaikang, Bo Xi’s home appliances and other representatives of domestic and international major kitchen and electric brands attended the conference.
At the meeting, Ms. Jiang Feng, chairman of the China Household Electrical Appliances Association, pointed out: 'To expand consumer awareness of emerging kitchen power products, build bridges between companies and consumers, and stimulate social enthusiasm for new products such as steamers, so as to promote steamers into thousands of homes. Ten thousand, is the purpose of our activity'.
Legends of Legends of Water and Fire
With the rise of the 'new middle class' class, Chinese kitchens are undergoing a new revolution. With the calls for diversified diets and healthy demands, kitchen and electric power companies have stepped up their R & D efforts, resulting in many new types of kitchen appliances. This is one of them.
The Chinese people have always favored a 'steaming' culture. During the Spring and Autumn Period, the '甑' utensils, which are based on the philosophy of 'Harmoniousness between the fire and the fire,' and 'Heavy-fired Dingzhongshui', have formed a high-temperature steam and passed through a sieve to enter Yuzhong. Achieve the steaming of food; Under the appeal of green, healthy and modern diet, 'steaming method' retains its nutrition and maintains its original characteristics, and is highly sought after.
According to data from Ove Cloud Network, in 2017, the kitchen power market in China was close to 100 billion. Among them, the sales of tobacco stoves and other consumer goods categories reached 66.03 million units, an increase of 2.5% year-on-year, and achieved sales of 68.36 billion yuan, an increase of 9.0% year-on-year. Box sales reached 538,000 units, a year-on-year increase of 56%, and achieved sales of 3.4 billion yuan, a year-on-year increase of 55.7%. Ovie predicts that in 2018, steamer category sales will continue to increase by more than 50%.
Chairman of China Household Electrical Appliances Association Jiang Feng
Jiang Feng was very positive about this. She pointed out that the market for kitchen appliances has grown rapidly in recent years, particularly with the development of steamers. The brands have increased investment and increased their production capacity. At the same time, the steamer's quality and category have also been greatly improved. Jiang Feng pointed out that kitchen electric products represented by smoke stove washing and micro-steaming are expected to become the 'new six major items' of Chinese kitchens. 'At different stages of economic development, consumers have formed the standard of 'standard households of the review family'. For example, in the 70's, the 'three majors' represented by 'watches, bicycles, and sewing machines', and 'new three-pieces' represented by 'color TVs, refrigerators, and washing machines' in the 1980s, are now 'to meet people's needs for a better life. 'The call for the kitchen economy is booming and the 'new six big items' have adapted to the 'new middle class' quality life. This concept has been accepted by consumers.'
However, she also mentioned that although the current steaming box market enjoys a good momentum, it still faces some challenges, such as low household retention rate, and product spread through word of mouth; at the same time, there is less consumer exposure, product awareness is low, and the industry has not formed. Together, etc. She hopes that in the future through the guidance of the Association and the promotion of this event, it will resonate in the industry and achieve universal awareness of steamer products.
In recent years, the China Household Electrical Appliances Association has made many efforts to promote consumer upgrades and boost the reform of the industry's supply side. For example, through AWE's display of new products, it leads the frontier consumption; formulates cloud-connected standards, breaks away information islands, and promotes smart landing; The marketization of air conditioners will help promote environmental protection; Organize the popularization of dishwashers and help the economic development of the kitchens. The popularization of steamer consumption will also become an important part of the above-mentioned work, opening up a new space for kitchen appliances.
At the meeting, Liu Wei, deputy editor of China National Grid, explained the event. She mentioned that the steamer industry is still in the 'primary stage' of consumption, and that someone needs to take the lead to establish a common promotion path to achieve branding and industry momentum. As an authoritative industry media, China National Grid hopes to contribute its own strength, unite with mainstream brands, trigger industry resonance, and resonate with consumers. She stated that steamer is closely related to healthy eating and convenient life as an emerging kitchen appliance. It is also inseparable from the pursuit of culinary pleasures by the user and the emotional communication through the kitchen. It is the externalization of the attitude of life. It is easy to incite the heartbeat of consumers and form a phenomenon level discussion.
Later, Liu Ye introduced the event. The activities will include 'Steamer consumption popularization month', 'Steamer truth laboratory', and 'Jingdong' and 'Jingdong'. Creative Competition', '2018 China Steamer Industry Summit Forum', '2018 China Steamer White Paper' released, 'China Steamer Promotion Coalition' set up and consumer tastings, etc. We will also interweave WeChat, Weibo interactive, The people's experience and other small sections spread, and the event is until the end of May. After that, the State Grid of China will also conduct a one-month late-stage report to deepen consumer impressions and consolidate the promotion results.
Everyone picks firewood
Representatives from companies also conveyed their support and expectations for this event.
The U.S. side stated that Chinese consumers' preference for steamed food is far more than baked food. However, due to the lack of an effective promotion route, the steamer's voice is far less than that of the oven. 'In fact, the steamer penetration rate has exceeded the oven, but it is limited to word of mouth. How to get consumers to experience and experience the charm of the steamer is a difficult point to tackle in the future. 'The boss's electrical representative believes that the steamer will become one of the essential items in the Chinese kitchen. 'The steamer can replace a lot of human work, such as controlling the temperature, Prefabrication time, low-temperature fermentation, etc., and far better than artificial ones. At present, steamer technology is constantly improving, such as avoiding condensation, smart menus, are practical and easy to use technology. Roasting is often derived from fun, but it can Penetrate into everyday life.'
The representative of Vantage mentioned that eliminating consumer sense of distance from the steamer and promoting it around daily application scenarios is a good path. He suggested that manufacturers should promote the daily properties of steamer dishes such as home cooking, cleanliness, convenience, and ease of operation. 'A demonstration of a bird's nest snow owl is far less than steamed pork, steamed squid, steamed buns and bread is warm and friendly, technology can be profound, and promotion must be close to the people.' Galanz representative mentioned that steamed food should be hot, and not as roasting food fragrant far, It is difficult to demonstrate the live demonstration in the promotion. Galanz's practice is to provide stewing pots to attract the taste buds of consumers. 'He said that steaming food penetrates into all aspects of Chinese cuisine. The top priority for all manufacturers is to develop some easy-to-follow tastings, reflecting the ease of use of the steamer. Sex food, assisted promotion.
Haier's representative emphasized that the steamer solves the problem that young people do not cook and have no time to cook. It is a sign of the return of quality life, and its popularity is an inevitable trend. Fang Tai, a representative of the steamer, said that she had an easy-to-use experience. , 'I was eating alone. Since I installed the steamer, the rice cooker has been idle. Each time a bowl of rice is steamed directly with a bowl, with a dish and a soup. It's easy and healthy. 'She mentioned a return visit at the company. In the middle, many users use the steamer much more often than the oven. The representative of Shuaikang mentioned that the promotion of the steamer should also consider the area and decoration of the kitchen. Consumers should be prevented from buying hot products and leaving them idle. Affect word of mouth steamer spread.
At the meeting, companies stated their steamer technology path, such as the United States to push the operation of intelligence; Vantage main push pressure steam; Shuaikang main push smart frequency heating technology; Boss electrical main push against condensation and intelligent cooking systems; side too double heat pipe The highest temperature in the industry is 110°C, the temperature is high, and the steam is sufficient. Haier focuses on the combination of steaming and roasting, and it is a two-pronged approach; Bosijia Electric promotes the concept of scene and home furnishing, and strives to improve the quality of people's life. Despite its own emphasis, it inherits Steamed ancient methods, promoted the Chinese steaming culture, and promoted healthy and convenient quality of life. Each reached consensus.
The companies also hope that through this 'China's steamer consumption popularization activities', more consumers will be exposed to the steamer characteristics and realize the popularization of steamer knowledge. At the meeting, we jointly drafted follow-up attention points: The steamer focuses on fashion and quality product positioning. It focuses on maintaining the nutrition and flavor of foods, conveying the concept of health, and focusing on the convenience of life as a help to enable urban residents to enjoy life. Finally, Chairman Jiang Feng proposes With the expectation of this event, 'I hope that my colleagues in the industry will work hard to make the cake in the steamer market bigger and stronger. At the same time, let more consumers feel the charm of the steamer, and let him truly become a Chinese kitchen. One of the 'new six large items' standard. '