With the rise of the 'new middle class' class, Chinese kitchens are undergoing a new revolution. Under the call of diversified diets and healthy demands, kitchen and electric power companies have stepped up their R&D efforts, resulting in many new kitchen electric products. This is one of them. However, due to consumer misunderstandings, the steamer market is still in its infancy. Experts say that the popularity of the steamer market is awaiting the realization of the brand and the industry’s momentum. Only in this way can the consumer bottlenecks constraining the development of the industry be overcome. .
The market ushered in the blowout period
In recent years, the market for kitchen appliances has grown rapidly. Among them, the development trend of steamers has been a matter of utmost importance. According to data from Ovid Cloud Network, the kitchen power market in China is close to 100 billion in 2017, of which the sales of tobacco stoves and other consumer products have reached 66.03 million units. , an increase of 2.5% year-on-year, sales of 68.36 billion yuan, an increase of 9.0%; and embedded steamer sales reached 538,000 units, an increase of 56%, sales of 3.40 billion yuan, an increase of 55.7%; Ove forecast 2018 The steamer category will also maintain an increase of more than 50% in sales.
According to the reporter of Beijing Commercial Daily, due to the huge market, major home appliances brands have all increased their investment and increased their production capacity. Boss Electric Appliances was one of the first brands to start promoting steamers in China. After eight years of market cultivation, According to the China Yikang retail monitoring data, the market share of boss steamer retail sales and retail sales is 32.65% and 31.26% respectively, ranking first in the industry. Steamer is also the fourth largest electrical appliance after the smoke, stove, and consumer. Big category.
Galanz is the first enterprise in the world specialized in the research and development of electric steam boilers, and the only one in the world that has a full industrial chain of electric steamers. According to the relevant person in charge of Galanz, steamers effectively solve the condensate compared to traditional steamers. The problems will make the food taste better. Among foreign manufacturers, the powerful micro-steaming machine of Boss Appliance is also very popular in the market.
Cognitive control penetration rate
Although the steam box market in China has a good momentum of development, it still faces some challenges. At present, the popularity of domestic steamers is still relatively low, and products are mainly spread through tastes. Many consumers do not really understand steamer products and have no contact with them. After this kind of product, for the function of the steamer, many consumers have a single understanding of the product, which has seriously affected the development of the potential market. Jiang Feng, chairman of the China Household Electrical Appliances Association, said.
Ye Danyi, the director of the boss's electrical appliance brand, also pointed out that the current challenges faced by the steamer are still mainly from the consumer demand level. 'The biggest cost for young people at the moment is time and space. With a limited kitchen area level, let them buy so much. The category is unrealistic, even if you want to buy, the kitchen may not fit. There are also time factors. The steamer is more suitable for dinner scenes. In order to ensure the best food taste, steamer cooking time is slightly longer, for more eager dining scenes For example, breakfast, may not apply. Steamer overall design capacity is too small'.
It is understood that there are two types of products for steamers: pure steamers, all-in-one machines, all-in-one machines including one for steaming and steaming, one for steaming, and one for steaming and baking. In these product forms, the micro-steamer is modified based on microwave ovens. , However, it is declining. The relatively high-end and high-acceptance ones are roasting and steaming machines.
The online and offline sales data announced by Ovid Cloud in 2017 can also be seen that the current consumption of steamers is concentrated in the mid- to high-end market of over 3,000 yuan, while the proportion of consumption in the low-end market below 3,000 yuan is still in place. The number shows that the consumer's misunderstanding is constraining the overall popularity of the steamer.
Breaking new ground for new bridges
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 need more special and effective methods. Recently, guided by the China Household Electrical Appliances Association, sponsored by China National Grid 'Healthy Life One' Steam's 2018 Chinese steamer consumption popularization activities' launch will be held in Beijing. It is understood that the activity will include 'steamer consumption in the popular month', 'steamer truth laboratory', and Jingdong, Bean Fruit Co-sponsored 'a 'steam', 'a steaming' creative competition', '2018 China steamer industry summit forum', etc.
Liu Ye, deputy editor of China National Grid, stated that the steamer industry is still in the 'primary stage' of consumer adoption, and that some people need to take the lead to establish a common promotion path to achieve branding and industry momentum. 'Steaming box as a new kitchen appliance, ie a healthy diet , Convenient life is closely related, but also with the pursuit of culinary fun, users can not be separated from the appeal of emotional communication through the kitchen, is the externalization of life attitude, it is easy to incite consumer heartstrings, form a phenomenon level discussion.
According to a reporter from Beijing Commercial Daily, the steamer activity will cover steamer, steamer, micro-steaming, pure steamer, electric steamer, steam cooker and other related categories, and will include all desktops and embedded devices. The consumer awareness of kitchen appliances, building bridges between companies and consumers, and spurring social enthusiasm for new products such as steamers, thereby facilitating steamers to enter millions of households, is the original intention and purpose of the event. Say.