The kitchen, an all-inclusive, multi-functional physical space, is undergoing a revolution driven by the wave of consumer upgrades. This has made the kitchen and electric power industry one of the biggest beneficiaries of this kitchen revolution – the kitchen power market will soon exceed 100 billion yuan. , Traditional kitchen electrical products renewed their enthusiasm, emerging kitchen and electrical categories continue to set off the market, while the latest kitchen hotspot consumption is a steam box.
Huang Lei, Senior Director of Kitchen Appliance Product Marketing Department of Greater China, Boxi Household Electrical Appliances (China) Co., Ltd. said in an interview with China National Grid that steamer is one of the most important products of modern kitchens. It brings about better growth.
A long history of steamed food culture
China is the first country in the world to use 'steam' for cooking. Steamed food culture has a long history in China. With people’s increasing attention to healthy cooking and healthy diet, consumers’ interest in 'steaming’ cooking methods has also increased. The bigger, the steamer, the kitchen appliance brand, has pushed the fast-growing market.
According to data from Ove Cloud Network, in 2017, the kitchen power market in China was close to 100 billion. The sales volume of embedded steamers reached 538,000 units, an increase of 56% year-on-year, and the sales amounted to 3.4 billion yuan, an increase of 55.7% year-on-year. Ovey predicts steaming in 2018. In the amount of sales of box items, the amount will also maintain an increase of more than 50%.
Senior Director, Kitchenware Product Marketing, Greater China, Boxi Home Appliances (China) Co., Ltd. Huang Lei
'More and more people are demanding more and more for the nutrition of food ingredients. If consumers continue to use the simple method of processing ingredients, this is also a waste of food ingredients.' Huang Lei said, 'Steaming Why is the box better than steamer or steamer on the market? Because it (the steamer) has better control of the amount of steam in addition to the heating components, so as to avoid condensation on the lid in daily life. Because these drops of water on the skin will make the skin crack, causing a lack of taste.
Huang Lei took his own product for example: In addition to controlling the phenomenon of condensation, Bosch Home Appliances 8 Series steamer products can also achieve precise temperature control, which effectively locks in the original fresh and nutritious ingredients of the ingredients. In addition, like the bird's nest High-quality ingredients are difficult to cook perfectly, but steamers will help consumers solve these problems to a certain extent.
Boxi Home Appliances has found that Chinese households, especially those in first and second tier cities, have started to eat less oil, less salt, less MSG, and pay more attention to a healthy diet and balanced nutrition. There are many people who like semi-open or fully open kitchen designs. The chances of the steamer being used are getting bigger and bigger. Because the fire or stir-fry cookers can affect the living environment. This is why young people will come The more you accept the reason for such products.
The changes in consumer kitchen behavior and the obvious signal of market release have enabled more and more home appliance companies to begin to enter the steamer category. China Yikang monitoring data shows that in the first quarter of this year, 67 companies have entered the embedded electric steamer The market has increased by 14 compared with the same period of last year. Zuo Yanyi, general manager of China Yikang Brand Center, predicts that due to the high profits and excellent market prospects of such products, more and more companies will participate in the future.
'Pioneering' China steam box market
As the earliest new household electrical appliances such as dishwashers and dryers, which represent quality of life, were introduced into the Chinese market, for the “new species” in the steamer-kitchen, Bosi’s home appliances also played a “pioneer” in the Chinese market. Character.
According to Huang Lei, Bo Xi’s home appliances developed steamers in France as early as the end of the last century, and the French R&D team worked with Chinese R&D staff in R&D. Around 2002, the steamer products of Bo Xi home appliances were listed overseas. Around, Boxi Home Appliances will introduce steamers into the Chinese market. Currently, Boxi Home Appliances has established its own steamer R&D team in China.
Deeply plowing on the steamer category for many years and at the same time has a Chinese and foreign R & D team, so that Bo Xi home appliances can steamer to achieve the perfect combination of Western kitchen technology and Chinese cooking style. Today, Bo Xi home appliances and Siemens home appliance brands are two major brands Launched a series of steamer products.
steam box
The 71-liter full-cavity steamer currently launched by Boxi Home Appliances is the largest volume steamer on the market. Bosch Appliance's top-end 8 Series steamer is also equipped with the Home Connect function developed by Bosch Appliance. Allows the user to cook according to the system's prompts. Consumers can also select a particular dish or effect they want to achieve. After input, the product will achieve the required steaming time or temperature according to the user's needs. The operation is very simple and convenient.
To make the food steamer cooking out of pure taste, nutrition and health, precise control has become the biggest technical test of the steamer. Huang Lei said that the accurate control of steamer box by Bossie appliances is realized in two directions. One is precise temperature control. The other is the precise control of humidity. She further explained that Boxi Home Appliances conducts multiple tests on food ingredients in the steamer products, finally formulating suitable temperature and optimal taste for different food ingredients. These data will be integrated into the steamer. In the system, when the consumer selects the corresponding food for cooking, the steamer can precisely operate it and finally realize the perfect presentation of the food.
'The reason why we set up a research and development team and launched a large number of steamer products is because we hope that the steamer can bring us better growth. At the same time, the steamer is becoming more and more important in the field of kitchen appliances. In the future, Bo The West Home Appliances will also exhibit this steamer category in the event. ' Huang Lei said.
For many years in the steamer market, Bo Xi home appliances, years of hard work to make it gain a huge return on the market. According to China Yikang data, in the first quarter of this year, Bo Xi home appliance online and offline steamer market are ranked first One camp.
Deeply digging consumer demand and pain points
Although the steamer box market is rapidly expanding, both market research organizations and kitchen and electric companies have made optimistic forecasts. However, the small base and the low penetration rate make the steamer still a niche product at this stage. The steamer market will be enlarged. , To meet the needs of thousands of Chinese consumers for healthy cooking and healthy eating, to become the common aspiration of many home appliance companies, including Bo Xi home appliances.
'The cooking method of steaming has a history of thousands of years in China. Everyone accepts it conceptually is not difficult, but the pain point is that many people do not know that steamer products exist, and many consumers enter the store and see the steamer. Change the original purpose of consumption, so as to purchase the steamer. 'In Huang Lei's view, awareness is the biggest pain point in the process of electric steamer in the market. She hopes that industry associations and media can work together with manufacturers to promote steamer products. Market penetration.
Let Huang Lei and her peers who are committed to the popularization of steamer products like us are pleased by the guidance of the China Household Electrical Appliances Association and organized by the State Grid Corporation of China. The China steamer consumption popularization campaign is being carried out in full swing, including 'steamer consumption popularization month', 'steambox truth laboratory', and 'Jiedong' 'steaming' collaboration with Jingdong and Bean & Fruit. Contest, '2018 China Steamer White Paper' was released, 'China Steamer Promotion Alliance' was established, and consumer event tastings were held in various forms. The '2018 China Steamer (Electric Steamer) Industry Summit Forum' will also be held. May 31, held in Beijing, when the representatives of the mainstream steamer companies in the domestic market will jointly explore the implementation path of the steamer in the Chinese market.
'Many people have unclear about the principle of the steamer and the benefits it brings to consumers. Because steaming cooking technology has a long history in China, many people think that steaming in life can be very easy to accomplish. Do not understand the steamer belt. Give consumers extra points of interest, so it takes time for consumers to explain them. 'Lee said that in response to the current marketing challenges faced by steamers in our country, Boxi Household Appliances has always been engaged in the popularization of steamers. It is a combination of online and offline promotion, including online product evaluation through the media, and lifestyle content promotion; in order to enhance the offline experience, allowing consumers to intuitively experience the benefits of cooking, BSH will participate in the exhibition, setting Brand exhibition hall, participate in e-commerce platform promotion activities to promote the product. 'We hope to let the used consumers know the benefits of the steamer, and to help Bo's home appliances spread word of mouth on steamer products.'
Huang Lei said that in the market, consumers have great expectation for the steamer and this product will continue to tap the user's differentiated choice in the future, and customize the relevant products according to the user's needs. 'The current work is ongoing. '