The steamer is 'imported,' but it is interesting that it is a 'steaming' culture with Chinese traditions.
If traced back, there was a prototype of the steamer more than 2,000 BC. It was a pottery called “甑” (zèng). There were many vapour cells in the bottom, and they were cooked on a pot, like a modern steamer. In the Bronze Age, '甑' had an iterative form, and steamers and steamers appeared one after another.
However, for the current steamer products, the owner of the owner of the brand of electrical appliances, said Dan Ye, 'actual product shape is still a lot of space to dig'.
Market challenges come from user time and space costs
Boss Electrical Appliances was one of the earliest brands that began to promote steamers in China. After eight years of market development, according to China Yikang's retail monitoring data, the market share of boss steamer retail sales and retail sales was 32.65% and 31.26%, respectively. , The industry ranked first. Steamer is also the fourth largest category after the smoke, stove, consumer, the owner of electrical appliances.
According to data from Ove Cloud Network, in 2017, the kitchen power market in China was close to 100 billion. Among which, the sales of tobacco stoves and consumer goods categories reached 66.03 million units, which represented a year-on-year increase of 2.5%, and achieved sales of 68.36 billion yuan, a year-on-year increase of 9.0%; Box sales reached 538,000 units, a year-on-year increase of 56%, and achieved sales of 3.40 billion yuan, an increase of 55.7% year-on-year; Ovey predicts that sales of steam box categories will increase by more than 50% in 2018.
As can be seen from the data, the steamer is a kitchen appliance category with market potential, but the scale is still small and the penetration rate is low. Ye Danxuan pointed out that the current challenges faced by the steamer mainly come from the level of consumer demand.
The biggest cost for young people today is time and space. With a limited kitchen area level, it is unrealistic for them to buy so many categories. Even if they want to buy, the kitchen may not fit. There are also time reasons. The steamer is more suitable for Dinner scene, In order to ensure the best food taste, Steamer cooking time is slightly longer, For more anxious dining scenes such as breakfast, may not apply. Steamer overall design capacity is also small.
At present, there are two types of steamer products: pure steamer, all-in-one machine, all-in-one machine including steaming and steaming, micro steaming, and micro steaming. The overall growth of integrated machine is more than 100%. In these product forms, The micro-steamer machine was modified based on the microwave oven, but it is on the decline. The relative high-end and high-reception machine is the roast and steam machine.
Last year, the owner introduced the three-core steamer S226 this product, it will do 40L large capacity, built three shelves, 448mm * 324mm large steamer, the entire chicken, the whole fish put no pressure.
'After we found out that some consumer education and popularization of the steamer found that its (purchase) conversion rate is high, it shows that its point can impress consumers' needs. Ye Danxuan believes that steamer is a category that can create for consumers. Worthy.
Focus on users, let 'steam' love zero distance
Based on product form, time, space and other factors, the entire steamer market is still in the lead-in period, and it also determines that consumer education and popularization require more special and effective methods. After eight years of market development, the owner’s electric appliances are currently drawing and summarizing. Some new ideas and practices to increase steamer consumer education.
'First and foremost is to do more precise, more subdivided, more relevant research on target users'. Ye Danxun then introduced, 'We recently did a user research project, based on the user's values, life attitudes and other multi-dimensional variables Cut in, the user category can be marked with 5 tags, such as the two most valuable groups: one is efficient and healthy, one is the trend of enjoyment, different user groups are looking forward to the kitchen, expectations of cooking and cooking tools have their own Ideas and descriptions. This classification is more scientific, with the essence of the low-end, high-end classification.
'We will develop products according to different groups, such as efficient and healthy people. This group has a fast-paced life and hopes to solve the food problem more effectively and at the same time bring health to the family'. Ye Danxuan disclosed to reporters in advance that the owner of electrical appliances will soon Released steamer new products. This product is the boss who has set about making innovations in the shape of the steamer in the past 3 years. It is different from the current product form of the steamer and will solve the space problem without occupying an extra kitchen area. Loss, guarantee the taste.
Ye Danxuan also suggested to his colleagues that we can choose specific subdivided groups to study, such as pregnant women, from the pre-pregnancy, pregnancy to the post-pregnancy, the comparison of food requirements, can develop products based on this specific needs.
Generally speaking, steamers are used more frequently in the South, which has a light taste and tastes of fresh ingredients. Steam culture is popular in places such as Hunan, Zhejiang, and other places. More than that, Ye Danxuan said that in fact, Changes in people’s eating habits can be used to promote changes in the tools, such as fresh, seafood, and the best way to cook is to steam. For example, you can work with fresh food supermarkets and steam in an area of the terminal. Box to present the best cooking effect of fresh ingredients, this is a good way to promote the scene'.
Boss Electric also has a special promotion method that narrows the distance between products and users by transforming all of the company’s terminal buyers, online customer service and other roles, and turning them into product system solution consultants, not only telling you about product features and the culture behind them. It also tells the user how to use these tools for nutritional cooking.
'All our shopping guides and online customer service staff must 'certify on duty', that is, the 'certificate of the chef'. It turns out that the owner's electrical appliance will conduct a week-long induction training for the existing staff to understand basic cooking principles and nutrition knowledge. When the user communicates, it can make the use value of the steamer deep in the user's heart.
How to establish an effective communication and promotion bridge between products and target users There is a lot of articles to do. Ye Danxuan said that new things are pushed, and the traditional way will emphasize how good this thing is, but it is not enough. Now they are drawing a new perspective on the promotion of new things, including four aspects: The first is the benefits, the second is collectivism (everyone is using, and it is helpful), the third is convenience, the fourth It is skill improvement (whether the user can manage it, improve the use of skills).
In Ye Danxuan's view, there is a huge market space for this type of steamer in the future, not only the space for excavation of product forms, but also the excavation space combined with Chinese cooking. Through some effective promotion measures, the first quarter of the year The steamer category of the owner's appliance still maintained a relatively high growth rate. Steaming is not the same as the future.