Although steamers ranked first in the kitchen's six upstart products with a growth rate of more than 50%, but 530,000 units, a market volume of 3.4 billion sales and sales also determined the steamer's domestic consumption. The consumption penetration rate is still very low, and the market size is also small. This is directly related to consumers’ lack of knowledge about steamer products and is also related to the deeper factors of consumers' dietary and demand habits.
However, the Chinese traditional 'steaming' culture has a long history, and the 'steaming' culture that promotes the concept of health has also been widely respected by more and more young people in the past two years. Under the spur of this new concept, the consumer has a passion for steamer products. The degree of concern is gradually increasing. With the participation of many brand enterprises in market competition and the enhancement of product functions and performance and innovation and improvement, the cognitive distance between steamers and consumers is shrinking.
Cognition is not enough to limit our imagination of the steamer
'Consumer's lack of understanding restricts the steamer's penetration rate'. In response to the current challenges of the steamer, Jiang Feng, chairman of the China Household Electrical Appliances Association, said: 'Although the steam box market in China is gaining momentum, Good, but still facing some challenges. At present, the popularity of domestic steamers is still relatively low. Products are mainly spread through tastes. Many consumers do not really understand steamer products and have not been exposed to such products. For steamers Functionality, many consumers' perception of the product is too single, seriously affecting the potential market development.
We can't let the cognition not limit our imagination of the steamer. In fact, this steamer has a special life scene. 'For my family, my wife and I are both wage earners, and I eat at the company at noon. Usually do not cook, if it is hungry, will buy some 'clean dishes (finished semi-finished products)' from the convenience store, steamed with an electric steamer, quickly resolve into leisure time, such as fitness, reading. Including my colleagues and Many of the surveyed subjects live in this way unless there is an elderly person at home to help cook. ' Rao Jian'an, the director of Vantage Roasting and Steaming Products Department, and his wife are all working people who particularly admire 'light life and light diet'. 3. It is convenient and fast to solve a lunch. Steamer is a good helper.
Although the steamer's penetration rate is relatively low, Rao Jian'an believes that the rise of some young consumer groups is changing the traditional kitchen standard. It is convenient, healthy, and hassle-free. The labor-saving electric steamer is an important supplement to kitchen life. Replacing traditional cooking methods among some people, 'Now young people, unless they really like to delve into cooking, are still bothered to cook and cook. They are more willing to use peace of mind, less laborious cooking utensils. Just like fire cooking, everyone It's all fried, but it's delicious. It's another story. '
According to Ye Danyi, the owner of the owner of the electric appliance brand, the steamer box is also particularly suitable for specific groups of people. 'For example, pregnant women, from pre-pregnancy to post-pregnancy, the requirements for food are rather special. The steamer is completely suitable for such specific Demand'.
Boss recently conducted 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 five labels, such as the two most valuable groups: one is efficient and healthy, one is the trend Enjoy, Different user groups expect from the kitchen, Expectations of cooking and cooking tools have their own ideas and descriptions, Steamer is also a category that can meet the needs of different user segments.
Eat in Guangdong, cook out Shunde. As Shunde 'Indigenous', Galanz steamed the steamed blend of Shunde chefs into the steamer. In Shunde, the pursuit of good and healthy food is very popular with steamers. Wu Yi, head of Galanz Life Appliance's China market, believes that steamer, as the kitchen's upstart, is capable of creating a cooking appliance with no open flames, no smoke, and a healthy lifestyle. According to him, Galanz is currently steaming into the Chinese market. There are about 20 types of box products. There are P90, P50 for the hot-selling electric steamer and pure steamer on the market, R60, C63, C64 for steaming and baking, and the micro-steaming and baking machine Q6 that is in short supply.
'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.
Don Juan meat 'steam' delicious
Despite the low penetration rate of the steamer because it is still in the market introduction period, the cooking methods and healthy lifestyles based on 'steaming' have been highly praised in the past two years, which injects strong power for steamer growth and popularization.
Why in the Journey to the West, most of the goblins are willing to steam and eat Tangyue, which is a place of great learning. It is the charm of steaming.
In the classic health-preserving classic “Casual Love,” written by Li Yu of the Qing Dynasty, the steamed dish is highly praised: 'You can make fresh fat, and you'll never lose your innocence. If you don’t smoke, you’re in steam. . '
In ancient times, Tangyin meat was a top raw material, and the top raw materials were all about an authentic cooking method. Nutrition did not destroy its own taste. Only steamed can maintain the original 'fresh fat' flavor of top ingredients. 'The fun, you can break into the soul. And Tang Yan, as a 'fat-faced fat monk' 'detailed and delicate', is alive, apparently after steaming to reach the highest state.
In the healthy cooking rankings that people valued in the last two years, they ranked first and second in steaming and boiling, followed by mixing, burning, soup, stewing, frying, roasting, and deep-fried. China's five-thousand-year-old steaming culture has always been Along with our growth, we have also proved that 'steaming' gold is not afraid of fire and 'steaming' is attractive.
With the prevalence of the 'steaming' culture that advocates the concept of health, more and more companies have expressed confidence in the steamer. Bossin has established its own steamer R&D team in China. A survey of consumer kitchen behaviors and trends found that Chinese families, especially those in first- and second-tier cities, have begun to lean towards less oil, less salt, and less MSG, and are more concerned with healthy diets and balanced nutrition. In addition, young people have many likes to be semi-open. Or open kitchen designs, and steamers are more likely to be used because of the impact of open fire or steamer cooking on the living environment. This is why young people increasingly accept steam boxes. The reason for this type of product.
'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 steamer is becoming more and more important in the field of kitchen appliances.' Huang Lei, Senior Director of the Kitchenware Product Marketing Department of Greater China in Household Appliances (China) Co., Ltd. said.
As a brand of professional kitchen appliances, Vantage started to market the first generation of steamer products in 2014, and continued to increase and concentrate on the continuous research and development of the steamer. With the company’s strategic slogan of 'wisdom + fashion', the company plans to build a 2017 embedded kitchen. Electric acceleration layout. Newly built new embedded product line. Completed self production from last year.
The owner’s electrical appliances also developed steamers as the fourth largest category after cigarettes, stoves, and refrigerators. According to China Yikang’s retail monitoring data, the current market share of boss steamer retail sales and retail sales was 32.65% and 31.26%, respectively. Ranked first in the industry.
According to data from the Yikang monitoring, in the first quarter of this year, 67 companies have entered the embedded electric steamer market, an increase of 14 compared to the same period of last year. The data shows that more and more home appliance companies have confidence in this category of steamer.
Brand enterprises collective force products
At present, there are two types of steamer products: pure steamer, all-in-one, all-in-one, including steamed and steamed one, steamed one, and steamed one. The overall growth of one 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.
Pure steamer product replacement can be divided into three generations: A generation product is produced by some OEM manufacturers or domestic small OEMs. Only a single area increases the capacity, but the steam engine does not change the boiler-type product; the second generation product is Steamers with built-in steam generators, although the marketing of such products and the concept of steaming are all very good, after a certain period of time, the generator device needs to be replaced. It can be said that it is not mature. The second-generation product; the third-generation product is the steamer, which is said to be made on the market by pure steam generators. However, there is only a single file on the market.
Although consumer cognition is the biggest challenge in the steamer's popularity, most brands are improving the charm of the steamer's release in kitchen life by improving product functionality and improving innovation.
According to Zhu Xiaowei, Midea will launch a new steamer this year – a pure steamed professional steamer product. This product has certain breakthroughs in terms of box, cooking curve, and steam generating device. "It will cover all the product lines, and use a third-generation high-power steam generator to implement a healthy and fast steamer."
In addition, currently the overall design of the steamer is generally small in capacity. For example, when a whole chicken is steamed, the space is limited. Most mainstream brands are aware of this problem. For example, the boss appliance introduced a three-core steamer S226 last year. It has a large capacity of 40L, three shelves inside, 448mm*324mm large steamer, whole chicken, the whole fish put no pressure.
In the design and function enhancement of the steamer, Vantage took a different path and used “pressure steaming” to refresh the overall performance of the steamer. Vantage combined with the living habits of the Chinese people and made targeted product development. Considering that Chinese people like to use a pressure cooker, The electric steamer is integrated with the pressure cooker. By adding 'micro pressure', the cooking process can be accelerated and the time can be shortened. At the same time, it helps to lock in nutrition. In cooking effect, it is much better than the non-pressure electric steamer. For example, many people like trotters, tendons, etc., can be steamed very soft. In addition, considering that not every dish is suitable for pressure steaming, the user can choose to switch pressure function. '
This year, Vantage launched a number of new products with pressure steaming capabilities, regardless of design, appearance, process, and technology are unique. In addition to the introduction of pressure steaming function, in the electronic control of auxiliary heat, residual water collection, its new products are There is a great improvement, food taste will be better cooking; In addition, new products in the design of a more stylish, sense of technology, in the process more excellence.
With the rise of a healthy 'steaming' culture, companies continue to improve their product performance and technological innovation. It is foreseeable that the popularity of steamer products will gradually increase. More and more consumers who respect healthy eating habits will love steaming. Boxes. 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. The sales amounted to 3.4 billion yuan, an increase of 55.7% year-on-year; Annual steamer category sales will also maintain sales growth of more than 50%.