With the rise of the 'new middle class' class, Chinese kitchens are undergoing a new revolution. Following dishwashers, steamers have become another phenomenal product in China's kitchen and electric industry. Under the spur of both demand and supply sides, China's steam box market is ushering in high-speed growth.
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%. Zhongyikang data display also shows that steamer demand in 2018 is expected to soar to 55 in 2017 based on 432,000 units. Million Taiwan.
Benefiting from the beauty and coordination, space saving and other advantages, the market demand for embedded kitchen appliances is increasing day by day. In the embedded micro, steamed and baked 'Three Musketeers', it has always been respected by the oven. However, in 2017, the industry changed dramatically, the steamer Drum up the oven and pick the oven under the horse, first board the micro, steam, roast 'lead the big brother' position.
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.
Giants are optimistic about the steamer market
To create this kind of hot selling and unabated heat, it is precisely in the name of giving the user health and quality of life, to solve one after another consumption of pain kitchen electricity companies.
'Its prospects are very impressive. ' As one of the first kitchen power companies in the domestic market to introduce steamer products, the leader of Fanta Steamer Products believes that consumers are now paying more and more attention to health, and steamers It is quality life and a plus point for consumers' quality of life. He predicts that the steamer will maintain rapid growth in the next five years. Too much of it, not only to maintain the high growth of the steamer business, And make the steamer a necessity for the high quality crowd.
Boss Electrical Appliances was one of the earliest brands to promote steamers in China. After 8 years of market cultivation, according to China Yikang 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.
'The microwave oven is a fast-paced demand, the oven is to meet the taste and sharing needs, steamer degreasing and salt reduction is a health requirement.' According to Zhu Xiaowei, the domestic leader of embedded kitchen appliances in the United States, the hot selling of steamer products represents the wave of quality of life. The rise of healthy consumption.
According to the relevant person in charge of Galanz, compared to the traditional steamer, the steamer effectively solved the problem of condensed water and made the food taste better. Among the foreign manufacturers, the powerful micro-steaming machine of the Bossi home appliance was also very Favored by the market.
Products better understand Chinese consumers
Although China's traditional 'steaming' culture has a long history, but similar to dishwashers, electric steamers also belong to Western exotics. Due to differences in Chinese and foreign environments, ingredients, habits and other factors, direct introduction or copying does not satisfy Chinese consumers. The demand.
In response to this situation, companies have carried out technological innovations based on market research and user feedback information, which has also brought the Chinese steamer industry into the 'Hundreds of Controversies' era. For example, in terms of the technical path, Fangtai uses double steam technology to shorten cooking time. Smart recipes have also been introduced. Boss's appliances are focused on anti-condensation and intelligent cooking systems. While the US pushes intelligent operations, it also uses ancient methods for steaming. Galanz introduced a 360° three-dimensional heating circulation steam technology. Vantage main pressure steamed. Boxi home appliances rely on precise temperature control, humidity control technology to achieve the perfect presentation of food taste and nutrition.
'The requirements for steaming in China are not the same as those in foreign countries. Steaming in China requires a high volume of steam and requires a lot of steam in a short period of time.' Fang Tai R&D team focuses on the Chinese traditional 'steaming' method, which is crucial to The amount of steam and temperature control did a lot of exploration.
'We will develop products according to different groups, such as efficient and healthy people. This group of people live at a fast pace and hopes to solve the food problems more effectively and bring health to their families. 'The owner of the electric appliance brand, Ye Danjun, believes that the steamer The overall design of the small capacity will give consumers a certain amount of trouble.
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 and the pressure cooker are integrated.
The kitchen steam of the United States has specially established a steam group to do research on steam. It is reported that Midea will market a new professional steamer steamed in ancient times this year. This product is in the cabinet, cooking curve, steam generating device, etc. There have been some breakthroughs in the area. 'We are very much convinced of this type of explosive models, this year will be listed and spread out in large areas.' Zhu Xiaowei said.
Promote steamer universal awareness
Under the call of diversified diets and healthy demands, kitchen and electric companies have increased their R&D efforts. However, due to consumer misunderstandings, the steamer market is still in its infancy.
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.
'The current domestic steamer's penetration rate 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 steamer function, many consumers have Cognition is too single and it has seriously affected the development of potential markets. ' 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 not realistic, even if you want to buy, the kitchen may not fit.
Today, as the young consumer groups represented by the 90s have gradually become the main group of people who buy 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. Rice, no cooking experience, so they need a smarter product. 'At present, Fang Tai focuses on two directions in steamer product development: Better cooking results, making it easier for customers to use. The owner of electrical appliances is the main push Anti-condensation water droplets and intelligent cooking systems, the person in charge said that the boss should put the most advanced black technology into the steamer, so that consumers can not stop after use.
A microwave oven designed to rapidly heat foods in microwaves has fired because it captures the pain points of fast-paced office workers; ovens aiming to bake or dry products are gaining attention because it caters to the young people themselves Demand; and the dishwasher, which aims to liberate the automatic decontamination of both hands, bursts, capturing the hearts of consumers who want to live comfortably.
Rather than kitchen power companies solving the pain points, it would be better to say that they have developed new market demands. Because the market opportunity depends entirely on how the company outlines how to guide it before the consumer has come into contact with the new category. , Steamer industry is still in the 'primary stage' of consumption popularization, and it needs to form a resonance in the industry to achieve universal awareness of steamer products.