In the past few years, the kitchen appliances industry has developed a strong growth, and the market has always maintained a steady growth. As a new category of kitchen appliances, all kinds of steamer products have quietly entered people's lives.
On April 18th, under the guidance of the China Household Electrical Appliances Association, the “2018 China Steamer Consumption Popularization Campaign Launching Meeting” held by China National Grid was held in Beijing. From Fang Tai, Galanz, Haier, Vantage, Casa Di, Boss Mei, Shuaikang, Representatives from home and abroad major kitchen and electric brands such as Boxi Home Appliances participated in the conference.
At the meeting, Ms. Jiang Feng, chairman of the China Household Electrical Appliances Association, placed the steamer with microwave ovens, ovens, hoods, gas stoves, and dishwashers (micro-steamed smoked stoves) as a new six-piece fashion home kitchen. From the view of science and technology, the steamer will also enter the high-speed growth channel in the future, and the popularization dividend will soon come.
The kitchen and electric market is approaching 100 billion, and the new six large parts gradually become standard
Judging from the development trend of the industry, the entire kitchen and electric market is growing in size and maintaining a steady and rapid growth, which provides a basis for the further development and popularization of the steamer. According to data from Zhong Yikang, the whole year of 2017 is The electricity market reached 96.8 billion yuan. According to the growth rate in recent years, kitchen electricity will exceed 100 billion in the market in 2018.
Compared with traditional kitchen appliances, Emerging Kitchen Appliances is rising, and its growth is also faster, such as dishwashers, ovens, steamers, etc. The dishwasher market has experienced an exponential growth, and the market size in 2017 is even more 130%, becoming the fastest growing category in kitchen appliances, the potential for future development can be huge.
The steamer has maintained a rapid growth rate in recent years. In 2017, the steamer market sales reached 5.838 million units, an increase of 56% year-on-year; sales amounted to 3.4 billion yuan, an increase of 55.7% year-on-year. Steamer has become more and more popular among consumers in recent years, and will gradually become one of the six major new kitchens in the future.
The original three-piece kitchen appliance set, hood, stove, and sterilizer, has seen relatively slow growth. According to the data from Aowei Cloud Network, in 2017, the number of cigarette smoke consumer products sold in China reached 66.03 million units, a year-on-year increase of 2.5. %, achieved sales of 68.36 billion yuan, an increase of 9.0% over the same period of last year. This growth rate is still relatively large compared to new categories such as dishwashers and steamers. In particular, disinfection cabinets are being subjected to dishes such as dishwashers. After the impact of the product, has become a transitional product, in the future stylish home kitchen, the dishwasher will replace the disinfection cabinet.
In addition, as consumers' demand for kitchen appliances and their home environment needs gradually sublimate, today's kitchens have begun to advocate 'hiding for the United States' and embedded will become an important growth direction for the future kitchen electric market. For example, in 2017, steamer products accounted for the majority of the embedded steamers, and its retail sales accounted for 97% of the total. Nail Technology believes that the demand for kitchen integration and refined decoration will further increase. In the future, the product will still usher in high growth, and will contribute tremendously to the development and even popularity of the entire steamer market.
The steamer welcomes three good, the popular dividend is coming soon
In addition to the vigorous development of the entire kitchen appliance market, the steamer is expected to have a sudden rise in internal factors. The external environment will also play a role in the advent of steamers' universal dividend. Nail Technology believes that this can be mainly divided into the following three points.
First, consumption upgrade has become a trend. At present, China has reached a new era of development. With the rapid development of economy and science and technology, people's pursuit of a better life is in a new round of blowout period. Consumers also demand higher quality. Product and service supply upgrades, quality consumption boom.
In this trend, steamers that represent quality of life will also become popular. First, as the per capita income level continues to increase, the willingness to consume high-quality products will gradually increase. Consumers will pay more attention to their own health and dietary methods. The concept can be improved. Secondly, modern people, especially urban young people, have a tighter and faster pace of life, and some young office workers are not good at cooking. They are eager to get rid of the tedious chores outside of work, and they can enjoy more food by freeing their hands. After the time.
Therefore, the continuous escalation of family life, the replacement of household chores by machines is an inevitable trend, while cooking health, locking up nutrition, and easy operation of the steamer will become the choice of many consumers in the future.
Secondly, mainstream companies are pushing behind. The current steamer industry is still in the 'primary stage' of consumer diffusion. Consumers have less contact with them and their product awareness is low. Therefore, they also need to take the lead in establishing a common promotion path. Brand Baotuan and industry momentum, which further lead to consumer resonance.
At present, most mainstream companies have already been vigorously deploying and promoting steamer products. At the recent kick-off meeting of China's steamer consumption popularization activities, companies also stated their steamer technology path. Rumei’s push to intelligentize operations. Vantage main push pressure steam; Shuaikang main push smart frequency heating technology; boss appliance to prevent condensation and intelligent cooking system; Fang Tai double heat pipe to achieve the highest temperature in the industry 110 °C, high temperature, steam foot; Haier focus on steaming and baking, Two-pronged approach. Despite the different emphasis on technology, various companies have reached a consensus on the heritage of steaming ancient methods, carrying forward the Chinese steaming culture, and advocating healthy and convenient quality of life.
In fact, in Nail Technology's opinion, the advantages of large and medium-sized integrated household appliances such as Haier and Midea in these mainstream companies are mainly reflected in strong brand influence, large scale of enterprises, global market layout, long product lines, and superior R&D capabilities; The vertical kitchen appliances such as Vantage, Fangtai, and Boss, etc., are mainly reflected in the segmented markets such as hoods and stoves, which are relatively strong and have high consumer awareness. In any case, in the early stage of the development of the steamer industry, each has to build The bridge of communication between enterprises and consumers has caused consumers' enthusiasm for steamer products to stand in the same camp. The cooperation of the industry will also promote the popularity of steamers.
Finally, the demographic dividend will be released. From the perspective of the overall market conditions, industrial upgrading will help kitchens in the first and second-tier cities to achieve large-scale growth. At the same time, urbanization and population return will also promote the rapid entry of kitchen appliances in the 4th and 5th markets. development stage.
Currently, the kitchen and electric market is presenting product iterations in the first and second tier cities, upgrading from the low end to the high end, and the expansion of product categories is significant. With the gradual increase in the sales ratio of kitchen electric products, the three-and-five-tier cities have also emerged. The increase in holdings.
As a steamer for emerging kitchen appliances, it not only caters to the structural adjustment and high-end trend of kitchen electric products, but also gradually penetrates into the 4th and 5th increment markets, and fully reaps the domestic demographic dividend.
In summary, the current kitchen and electric power industry has a good momentum of development. The entire market scale has approached 100 billion, and the combined effects of three major factors such as consumption upgrades, enterprise push, and demographic dividend, as well as the China Household Electrical Appliances Association, China National Grid Under the guidance of propaganda, the popular dividend of the new steamer category is coming soon. It is not impossible for the future to become the standard for a stylish home kitchen.