The ancient people's cloud's food color is also '. Visible food culture has a long history in Chinese civilization. In recent years, with people's demand for a better life is getting higher and higher, high-end kitchen electrical products are increasingly sought after is exactly the best of food culture in the modern In terms of expression, the steamer (electric steamer) is the most prominent product among them. In the related survey of Chinese home appliance penetration rate and home appliance purchase willingness held by related organizations in 2018, the steamer (electric steam cooker) was used as a consumer. One of the home appliance categories most likely to be purchased. Data show that in 2017, China's 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%. Expert estimates , Under the tide of consumption upgrades, the steamer (electric steamer) market will grow even more in 2018. In the face of such a vast market, Blue Ocean, steamer (electric steamer) Row?
Born from market demand and opportunities and challenges coexist
According to the “2018 China Steamer (Electric Steamer) Consumer Demand Survey Report”, 80% of consumers would consider giving up frying food and choose a healthier cooking method such as cooking. This makes the steamer steamed. Box (electric steamer) has the opportunity to show off his skills.
According to data from Yikang, kitchen appliances will exceed 100 billion in market size in 2018. Among them, the growth momentum of new types of kitchen appliances is particularly gratifying, such as dishwashers, ovens and steamers (electric steam cookers). ) It is the fastest growing in recent years. Among them, the sales volume of pure steamer (electric steamer) is about 2.5 billion yuan, an increase of 33% over the same period last year. This data does not include other products with steaming function. The embedded steamer (electric steamer) accounts for the majority, accounting for 97% of the total retail sales.
At the kick-off meeting of the “Healthy Life FAW Hefei 2018 China Steamer (Electric Steamer) Consumer Popularization Campaign” jointly organized by the China Household Electrical Appliances Association and China National Grid, China National Grid Editor-in-Chief Lu Shenghua believes that China’s residents’ food consumption After a few stages of eating, eating, and eating comfort, it has entered a new era of eating health. And steaming is an important cooking method in the Chinese nation's diet culture. Steamer (electric steamer) It is an electrical expression that is respected by steaming culture. Because the temperature of the steamer (electric steamer) is precisely controlled, it can restore the original flavor of food. It has great advantages in ensuring healthy nutrition and saving time. Save time and spend time with family and self-enrichment in a busy work life. This is a benchmark product for kitchen upgrading. Based on the above, as a home appliance that can really optimize cooking life, upgrading the kitchen, steamer (electric steamer) The change in the consumption upgrade of the field kitchen products will surely play its own unique and important role.
According to the person in charge of Galanz, the steamer (electric steamer) effectively solves the problem of condensed water compared to the traditional steamer and will make the food taste better. Nowadays, major home appliances companies have increased investment and expanded production. Steamer (electric steamer) The product category is also increasingly rich, these have created a good opportunity for the steamer (electric steamer) industry development.
The person in charge of the owner’s electrical appliance stated that under the market call for dietary diversification and healthy demand, the home steamer (electric steam cooker) has begun to be recognized and accepted. However, how to seize this outlet and put the steamer ( Electric steamer) The market is becoming bigger and stronger. It is also an opportunity and a challenge for home appliance companies interested in getting involved.
Prospects are good for survival in innovation
Jiang Feng, chairman of the China Household Electrical Appliances Association, said that in recent years, the market for kitchen appliances has grown rapidly, especially with steamers (electric steamers). The steamer (electric steam cooker) is already connected with ovens, smoke stove dishwashers. It is said to be one of the six new kitchen items. Although the current steamer (electric steamer) products are not as highly accepted as microwave ovens, the market penetration rate is far lower than that of range hoods, gas cookers and rice cookers. Electricity, steamer (electric steamer) The market still has problems and challenges such as low household retention, low product awareness, and lack of industry synergy, but the domestic steamer (electric steamer) market is still optimistic.
According to Jiang Feng, in terms of the current market, the electric steamer (electric steamer) industry is still in the initial stage of popularization of consumption, and it needs to resonate in the industry to achieve universal awareness of steamer (electric steamer) products. Innovation is the key to opening up the steamer (electric steamer) market. In the future, when digging deeper and effectively solving the user's pain points, let consumers contact and experience the charm of the steamer (electric steamer). The industry is now facing the top priority.
At present, most mainstream companies have realized this, and have begun to vigorously deploy and promote steamer (electric steamer) products. According to the reporter, the owner of the appliance is not a new trail to prevent condensation and intelligent cooking systems, responsible for People said that the boss should put the most advanced black technology in the steamer and make it impossible for consumers to use it.
Midea has begun to push forward the intelligent operation of the steamer (electric steamer). The person in charge said that the next step is to increase the degree of contact between the steamer (electric steamer) and the consumer. He believes that the steamer (electric steamer) Furnace) Just like smoke stoves, the advantage after comparison is very large. As long as consumers are exposed to this thing, they definitely have a desire to buy. The question now is how to let consumers come into contact with this thing and know its beauty.
Galanz will not optimize its applicability and operability on the desktop steamer (steam boiler). Its responsible person stated that although online line shipments accounted for nearly 70% of the total revenue from 2017 to the first quarter of 2018, offline Nearly 95% of shipments are embedded in the mainstream steaming machine, but we believe that for steaming, the desktop should be more in line with the Chinese people's spending habits, the key is still good products and publicity, we are Shopping malls in Beijing and other regions have special displays.
In addition, Vantage is the main pressure steam; Bosch Siemens has introduced a powerful one-step micro-steaming machine.
Faced with the various innovations mentioned by the service and appliance companies, Liu Ye, deputy editor of China National Grid, mentioned that the steamer (electric steam cooker) is a new kitchen appliance that is closely related to healthy eating and convenient life, and it is also in pursuit of culinary pleasure. , The pursuit of emotional communication through the kitchen is inseparable. It is the externalization of the attitude of life, coupled with the continuous innovation of the company's products, it is easy to incite the heartbeat of consumers and form a phenomenon-level consumption. However, the steamer (steamer) industry Currently, it is still in the initial stage of consumer popularization. Some people need to take the lead in establishing a common promotion path to achieve branding and industry momentum. Liu Wei stated that as an authoritative industry media, China National Grid hopes to contribute its own strength and unite with mainstream brands. Industry resonance, consumer resonance.
Jiang Feng also told reporters that it is necessary to expand the consumer awareness of emerging kitchen power products, build bridges between enterprises and consumers, and stimulate social enthusiasm for new products such as steamers (steam boilers) to promote steamers (steam boilers). Into the tens of thousands of households, it is China Household Electrical Appliances Association and the State Grid of China held the 'Healthy Life FAW Hecheng 2018 China steamer (electric steamer) consumer popularization activities' the original intention and purpose.
At the end of the interview, Lu Shenghua said that in such an industry environment, major home appliances companies are taking the path of innovation with a sincere attitude. The market will eventually prove that the steamer (electric steamer) market will promote healthy and convenient quality of life. Usher in a bigger space for growth and broader development prospects.