When the industry has not really started when entering the layout, so that when the industry is up to grasp the market discourse right, this is the so-called forward-looking layout.
After several rounds of large-scale popularization in more than a decade, China's home appliance industry has experienced stagflation in many categories. When TVs, ice-washing and other large appliances began to be stockpiled, it was time for kitchen appliances to perform. Last year, Dishwashers have spread all over the country, making them the star product of the home appliance market. This year, the steamer (electric steamer) market is brewing a surprise round of surprises, which will hopefully reach out to dishwashers and lead kitchen appliances to continue to be hot. Some clever Enterprises such as the United States boss, etc., have keenly captured the market opportunities and began to accelerate the intervention.
The steamer (steam boiler) market is growing rapidly
Data reveal steamer has big investment opportunities
As a home appliance industry with multiple product lines, although the industry trend is in the adjustment phase, some sub-sectors have staged a good show for you to sing me out. These subtle changes are often hidden in the data. China Yikang Data, In 2017, steamer (electric steamer) market sales reached 5.837 million units, an increase of 56%; sales reached 3.4 billion yuan, an increase of 55.7%; and, under the tide of consumption upgrades, Growth in 2018 and in the future is likely to be even more impressive.
Obviously, for the future performance of the steamer (steam boiler), the research institute gave a positive evaluation. It is understood that as the competent authority, the China Household Electrical Appliances Association is cooperating with Midea, the owner and other mainstream steamer manufacturers, and it is brewing to launch a Ya Ya last year's popularization of dishwashers 'healthy life FAW hucheng - it's time to Taiwan steamer' activities.
Steamer promotion started
It is reasonable for them to promote the steamer (electric steamer) so vigorously. Because of the increase of the middle class in China, this has brought about an escalation of consumer demand. For example, the rapid rise of high-end home appliances in the past two years is reflected in Consumers' interest in quality and healthy life is constantly heating up. With this consumption trend, some innovative small home appliances are often more easily recognized by the market. For example, the dishwasher popularization activities organized by the association last year were widely accepted by users. Recognition.
Steamer (electric steamer)? Compared to the dishwasher, may have more opportunities!
Because cooking is one of the traditional ways of cooking in China, in the minds of many consumers, they believe that cooked food is relatively healthy. In the present, living standards have improved, consumers are paying more attention to healthy and quality lifestyles. Steamers are undoubtedly It is the product with the highest market demand. The reason why the steamer (electric steamer) did not break out in the past few years is that many consumers do not understand what the steamer (electric steamer) can bring to them. With some manufacturers In other words, consumers are just some places that they don't understand. When they understand the benefits of steamers, they will naturally buy them.
The era of consumers buying appliances to meet basic needs has passed and is now becoming a concept of satisfying a healthy life. Consumers driven by the concept of health tend to have a large market opportunity. In response, the chairman of the China Household Electrical Appliances Association. Jiang Feng also believes that household appliance companies have increased investment in expanding production, steamer (electric steamer) product categories are increasingly rich, these are steamer (electric steamer) industry has created a good opportunity.
The United States boss Vantage layout preemptive machine
When the development of their own areas is facing a ceiling, they need to properly cross-sectoral or even cross-border business. When color TV profits declined in previous years, Skyworth, Konka and other companies began to venture into the ice-washing market from color TV, and Hisense and Changhong also invested. Involved in white-electric air conditioners, refrigerators, and when the white-water market became increasingly saturated, the United States and Gree also consciously launched cross-border investment. They did this to excavate the value, thereby realizing the value-added assets and thus strengthening their own strength.
At the present stage, the steamer (electric steamer) is the value of the kitchen appliance market. According to the data from Ovid Cloud Network, the stagflation of the traditional kitchen electrical products including gas stoves and range hoods has increased in the past year. Within 5 points, kitchen appliances, including dishwashers and steamers (electric steam cookers), are eye-catching, and the increase is generally higher than 30% to 40%. The Yikang data show that the dishwasher, oven, Steaming ovens (electric steam cookers) have a promising growth momentum in the new category of kitchen appliances. Dishwashers grew by 130%; pure steamers (electric steam cookers) retailed about 2.5 billion yuan, an increase of 33% year-on-year, excluding other steamers. Functional products.
In the stock market, it is possible to earn pours when the bull stocks just started up. This is also true in the industry. In fact, in many markets, there are some hunters. They are often just starting in the market. It lurks in and creates advantages that no one else can surpass. Compared to the raging dishwasher market, the steamer (steamer) market has just started, with opportunities in terms of data performance and market activity. Obviously bigger.
Some clever home appliance manufacturers have been accelerating their encroachment. The change in market share in the first quarter of this year highlights this point. China Yikang data shows that in the offline market, the boss steamer’s market share reached 33.2%, ranking first. Leading. On the online market, the domestic brand beauty market share also reached 16.3%, ranking second and starting to approach Bosch's home appliance market share.
Of course, while paying attention to the steamer (electro steamer) market opportunities, we must also soberly realize that there is of course a gradual process for users to accept. With the increase of China's middle class, users with potential spending power More and more, but if the user's consumption concept is still not up, then he will not feel the need to buy what kind of small appliances.
The person in charge of the embedded company in the United States pointed out sharply the factors influencing the popularity of the steamer: 1) There are no two prominent features highlighting the separation of steamed cooking from gas stoves: 'Reducing dependence on gas to achieve emission reductions, without man-machine service time' 2) The family's three major cooking skills: “fried, steamed, stewed”. The steam product industry should endeavor to guide users to establish a “cooking area” and use steaming as the second recipe to set goals. 3) No gas stoves are formed. Such as just need, and a certain installation location; 4) The steam technology's own core technology is not sufficient, lack of self-confidence; 5) market guidance is not focused, consumers are at a loss.
Beautiful steamer will exert full force
Therefore, in the promotion process of the steamer (electric steam cooker), it is always necessary to consider how to guide consumers to actively understand the cognitive sensing steamer (electric steamer). This is a matter of teamwork.
In response to the upcoming industry, the owner of the company's electrical steamer said that we used to be a good smoke stove, steamers need to be promoted and nurtured, and Chinese people's needs have not been developed. Steamer will be an important category in the future. The U.S. embedded person in charge said that we put pure steamed products into our homes to achieve emissions reductions, let professional heating equipment replace traditional gas-fired water-burning methods, and bring green steam cooking skills home. The degree of acceptance is higher than that of roasting. In the past, the steamer in the United States did not have a high vocalization degree in the oven. In the future, it will increase the promotion efforts.
Steamer is an important category for us
Rao Jian'an, product manager of Vantage Micro-Steaming Division, also stated that the steamer, whether it is gas or electricity, is different from the experience of the steamer. This is often only experienced after experiencing the difference. It is currently in the import phase and In the state of growth, it is reasonable to maintain a relatively high gross profit, while the downward trend to 3,000 yuan in the future is basically a normal gross profit margin.
It is believed that under the drive of domestic brands such as the boss, Midea, Vantage, etc., the Chinese Steamer (Electric Steamer) Market will present a similar prosperity to the dishwasher market in 2017, and prepare the Nuggets steamer (Evaporator) market. You should plan early. Don't wait for the opportunity to lose. Because once you reach a climax and want to intervene, it will be really late.