After the dishwasher and dryer, the steamer has become another phenomenon-level product in China's home appliance industry. With the two-way boost of the demand side and the supply side, China's steamer market is enjoying rapid growth.
As one of the earliest domestic kitchen appliances companies that introduced steamer products, Fangtai not only placed high expectations on this emerging home appliance category, but also set an ambitious goal. In an interview with China National Grid, he said that Fang Fang must not only maintain the rapid growth of the steamer business, but also make the steamer a necessity for high-quality people.
Dare to 'eat crab' to localize R&D 'Pioneer' steamer market
Steam cooking has a history of over a thousand years in China. The long tradition of steamed food and the demand of Chinese consumers for healthy diet have given birth to a new sub-category called steamer for the kitchen and electric industry.
As early as a dozen years ago, Fang Tai noticed that Chinese people like to eat steamed vegetables, and steamed vegetables account for a relatively high proportion in the coastal area. However, at the time, there was no steamer in the domestic market. There were only a few desktop steamers on the market. The cooking effect is far less than that of the steamer that appeared later. Too keenly observed that the domestic market has a huge market demand for products that can realize steam cooking food.
At the same time, when Fangtai's product R&D team conducted an inspection abroad, it was discovered that a few foreign well-known kitchen and electric companies launched similar products, which inspired Fangtai's R&D team.
Considering that domestic and foreign countries have different understandings of steamed vegetables, Fangtai R&D team based on foreign products, localized R&D of steamer for Chinese cooking needs and eating habits, including product performance and core components. Made a very big improvement.
In 2009, Fangtai took the lead in launching steamer products in the industry. At that time, the domestic steamer market was still a blank. Just as Fangtai combined local Chinese conditions to develop dishwashers locally, developed explosive products on the market. Like the machine, Fangtai also carried out a great deal of thinking and exploration in the localization of the steamer, so that Fangtai steamer was widely recognized by the market.
'The requirements for steaming in China are different from those in foreign countries. 'Steaming' in China requires a lot of steam, and it needs a lot of steam in a short period of time. 'Tang always says that foreign products at the time couldn't be used for reference. Fang Tai's R&D team refocused In China's traditional 'steaming' method, a number of explorations were conducted on critical steam volume and temperature control.
Side too SCD39-Z1 embedded steamer
Today, as the young consumer groups represented by the 90s have gradually become the main group of people who purchase steamer products, the steamer industry has also ushered in a new challenge. 'A lot of people who buy our steamers are after 90, not to do it. There is no cooking experience for rice, so they need more intelligent products. 'Tang always talks about the wide variety of ingredients in our country. There is a big difference in taste between the North and the South. There is even a big difference in every province or region. Under the premise of satisfying the needs of most domestic consumers, combined with the adaptability of ingredients, regions and customers' tastes, a smart menu was developed for the steamer.
Based on the deep understanding of the needs of localization, Fangtai has developed a series of light and shadow series, Skyrim series and other series to meet the needs of the people and applaud the famous steamer products. Fangtai's intelligent steamer, through the secondary heating of the steam inside the box, Increase the steam temperature at 100 °C to 110 °C, aiming at bacon, pork ribs, chicken, fish heads, squid, squid, squid and other difficult-to-rip, time-consuming dishes that make it easier to infiltrate the interior of foods and make foods mature quickly. Rotten. The design of the cavity follows the aerodynamic principle to ensure that sufficient fresh steam heats the food. The dual steam generators work together. The amount of steam generated is large and the temperature control is also more accurate. The 7 categories carefully developed by Fanta Cooking Research Center. , A total of 40 smart menus, allowing users to easily get a table of delicious. At the same time, through the top of the auxiliary heating membrane and the back of the water vapor separation and other devices, reducing the condensation process in the steam generation, avoid dripping condensation on food taste And the appearance of the influence, with the traditional steamer formed a clear distinction.
Optimistic about potential for steamer growth
In the domestic market's pioneering past ten years, Mr. Tang and his team finally ushered in the rise of the steamer box market. Driven by the consumption upgrade, the steamer began to enter the market, showing an explosive growth momentum. Together with range hoods, gas stoves, dishwashers, microwave ovens and electric ovens, it became the Chinese kitchen's new six major items'.
According to data from Aowei Cloud Network, the kitchen power market in China reached nearly 100 billion in 2017, and the sales volume of embedded steamers reached 538,000 units, an increase of 56% year-on-year, and achieved sales of 3.4 billion yuan, an increase of 55.7% year-on-year. It is expected that in 2018, steamer category sales will continue to increase by more than 50%.
Side too SCD39-C2T embedded steamer
'The prospects for it are very impressive.' Tang always said with certainty that consumers are paying more and more attention to health, and that steamer reflects the quality of life and is a plus for consumer quality life. He expects steaming. Box will maintain rapid growth in the next five years.
With the rapid release of steam box market demand, more and more companies are entering the steamer market. The influx of a large number of companies quickly amplifies the volume of the steamer and pushes the steam cake market to continue to expand. The Ove Cloud Network Omni channel monitoring According to the data, in the first quarter of this year, there were 112 steamer brands on the market, of which 106 were for the embedded steamer.
“In recent years, customer awareness has developed rapidly. Now many friendly companies are paying attention to this piece. We obviously feel that this wind seems to have been brought up. So I think this may be a good factor. Everyone makes this cake bigger. The soup always said.
Although the market prospects are widely optimistic, the steamer's popularity in China still faces many pain points. The first thing that bears the brunt is that consumers' awareness of the steamer still needs to be improved. The entire industry still has a long way to go.
'From the perspective of our steamer promotion, although it feels much better than in previous years, customers will take the initiative to ask, but it feels that this customer ratio still needs to be improved.' Tang totals frankly.
To this end, in the promotion of steamer products, Fang Tai pays special attention to consumer education and strives to convey to consumers the concept of steam cooking, nutritious and healthy consumption, and the good cooking effect of Steamer.
Side too SCD39-Z2M7 embedded steamer
Create high-growth categories Make steam boxes a necessity for high-quality people
In 2017, Fangtai kitchen appliance sales revenue exceeded 10 billion yuan, becoming the first kitchen appliance company with sales revenue exceeding 10 billion yuan. Fang Tai was able to achieve this record of creating industry records. The steamer business contributed a lot.
In Tang's opinion, as a product that delivers a healthy quality of life, steamer is highly compatible with Fangtai's brand culture and values. Therefore, Fang is confident that it will do better in the steamer market. 'The steamer and our entire brand's Positioning, image is very consistent, we are confident to make better steamer products that can reflect customer value.
At present, Fanta mainly focuses on two directions in the research and development of steamer products: Better cooking effects make it easier for customers to use them. The core of culinary products is good cooking effect, good cooking effect, and is to be based on a delicious basis. The maximum nutrients and health of the ingredients are preserved. This is the reason why we continue to research and deepen the effect of cooking. ' Soup always said.
At the same time, the party also paid more attention to the ease of operation through the smart menu and the product itself, allowing users to easily cook. In order to make the smart menu more satisfying to the tastes of the users, Fanta Cooking Research Center has always maintained cooperative relations with universities such as Jiangnan University and Yangzhou University. , Study the temperature curve of different food steaming process, in the future there will be more intelligent menus updated to Fangtai steamer for the convenience of consumers. In the convenience of operation, Fangtai smart steamer innovative use of the top-mounted water tank, Add water in the middle, do not need to open the steamer, to ensure a steamed, truly FAW.
Inside the company, Fangtai gave a high degree of importance and expectation to the steamer category. 'From the company's strategic direction, we want to make the steamer a necessity for high-quality people. 'Tang always said that through the product innovation, Let the steamer become a product for easy cooking and living enjoyment. 'At the overall brand level, we will focus on lifestyle and dietary health as a breakthrough, and we will have more actions in this area.'