The kitchen electric products represented by 'smoke-washing and micro-steaming' are expected to become the 'new six large items' in the Chinese kitchen. On May 31, the 2018 China Electric Steamer (Electric Steamer) Industry Summit Forum was held in Beijing. The White Paper (2018) of the China Electric Steamer (Electric Steamer) Industry published by the Party showed that the emerging kitchen powers such as 'smoke-washing, micro-steaming' have become the main driving force for the incremental market in the future, in which the embedded electric steamer gradually Become a 'star' product in embedded kitchen appliances.
During the forum, the organizer promoted the establishment of the “China Steamer (Electric Steamer) Promotion Alliance” at the same time as the “White Paper”, and was committed to guiding the healthy development of the steamer (electric steamer) industry in China and promoting the electric steamer products. Popularity of the market. At the same time, the organizer united Jingdong Appliances and Bean & Gourmet Foods to organize a 'steam' creative competition for 'steaming', and a joint vision event to host ''steaming'' love you love • beauty • good time photography The winners of the contest's awards were announced. The "Mirror Blossom" (different steamed) microfilm premiered at the conference. The Jingdong Home Appliances Steamer Festival was also launched at the same time.
Electric steamer box market to accelerate expansion Embedded, one machine outstanding performance
Under the 'new normal' for macroeconomic growth shifts, the kitchen and electric market continues to grow at a double-digit rate, and it stands out in the entire home appliance industry. In the 2017 Kizil Shijiao’s kitchen economy, Electric steamer products continue to maintain the 'dark horse' characteristics, gradually becoming the main driving force for kitchen electric incremental market.
Jiang Feng, chairman of the China Household Electrical Appliances Association, pointed out that thanks to the industrial transformation, the promotion of consumer upgrading and the explosive growth of emerging categories, the kitchen power market has grown at a much higher level than the entire household appliance industry. Therefore, in the home appliance sector, the kitchen and electric industry The growth rate is the most stable. Dishwasher, steam oven as the representative of the new kitchen appliances category strong growth.
According to data from Yikang, the retail sales of the electric steamer market reached 2.51 billion yuan in 2017, an increase of 33.1% year-on-year. In the booming market, the enthusiasm of the company's participation and product innovation also presented a lively scene. During the same period, the number of new brands in the electric steamer market reached 38 in January-April 2018, and 93 new models were added.
'For most households, the popularity of the three types of traditional kitchen appliances, including hoods, cookers and microwave ovens, is already very high. In the future, the main drivers are new ones. The emerging kitchen and electric appliances categories have great market potential. Zuo Yanyao, general manager of Yikang Brand Center, believes that the emerging electric steamer and other kitchen appliances will become the main driving force for the incremental market in the future.
If Emerging Kitchen Power is the main driving force for the incremental market in the future, then embedded is the core power in emerging kitchen appliances. The information in the White Paper shows that during the period from 2015 to 2017, the embedded electric steamer (electricity) Steamer) The retail volume and retail sales in the market both maintained near-doubling growth. The embedded steamer has gradually become a 'star' product for embedded kitchen appliances.
'In the booming emerging kitchen power, multi-functional models represented by steaming and roasting machines are also popular.' Yang Wei, Senior Research Manager of Oviyun Cloud Kitchen's Power Division, said that considering the limited space in the kitchen, it is cost-effective. , The combination of multi-functional fun and other factors, the market share of the sales volume of hybrid machine is rising year by year.
Ovid Cloud Network (AVC) online monitoring data shows that from January 2016 to March 2018, the steam box online market penetration rate of the embedded 'single steaming' function has dropped from 90.8% to 37.4%; The market penetration rate of the embedded steaming machine has increased from 8.1% to 62.5%.
Quality, healthy consumer rises Electric steamer usher in development opportunities
According to a recent survey conducted by the China National Grid, in the context of the kinetic energy conversion industry, home appliance companies are diversifying and innovating the conventional products while tapping the market demand. They are also vigorously deploying new products, through the 'deep digging inventory increase. ' The way to maintain strategic advantage in the market competition. The kitchen electric appliance layout incremental market action in the field of electric steamer performance incisively and vividly.
'Boxi's home appliances developed steamers in France as early as the end of the last century. The French R&D team and Chinese R&D staff are engaged in research and development work. Currently, Boxi Home Appliances has established its own steamer R&D team in China. According to Huang Lei, Senior Director of Appliances (China) Co., Ltd., Greater China Kitchenware Product Marketing Department, Bo Xi’s home appliance R&D team has launched a large number of steamer products. He hopes that the steamer will bring better growth to Bo Xi’s home appliances. At the same time, the steamer has become more and more important in the field of kitchen appliances.
'Its prospects are very impressive.' Mr. Tang Rong, head of Fangtai Steamer Products, believes that consumers are now paying more and more attention to health, and the steamer reflects the quality of life and is a plus point for consumers' quality of life. He predicted that the steamer will maintain rapid growth within the next five years.
With the improvement of people's living standards, more and more consumers no longer believe that 'price' is a determinant of the impact of consumption. The emerging middle class and younger consumers are more willing to purchase high-end products with high prices. Higher quality health, convenient life enjoyment. The electric steamer has the advantages of no threshold cooking, healthy cooking, fast cooking, etc., or it will become the key to solving the fast-paced life and a healthy diet.
According to the 'Bean & Fruit Cuisine' data, the most popular Chinese cooking methods include fried (19.72%), boiled (16.57%), steamed (16.34%), fried (7.20%), roasted (6.64%) and so on. In the “2018 China Electric Steamer (Electric Steamer) Consumer Demand Survey Report”, 80% of consumers would consider giving up fried foods and choose a more healthy cooking method. Moreover, nearly 99% of the consumption. Those who wish to cook their own foods instead of choosing take-outs are in the background. More than 70% of them hope to use smart kitchen appliances to solve the problem of three meals a day. Electric steamer (electric steamer) is the preferred kitchen appliance. one.
The information in the White Paper shows that from the perspective of product prices, the proportion of sales of offline steamers is mainly concentrated between RMB 5,000 and RMB 9,000. The price of steamers, which are the most popular among consumers, is between RMB 6000-7000 and RMB 2018. The market share in the first quarter of the year was 24.3%, followed by the 7000-8000 yuan range, which accounted for 19.9% of the market share in the first quarter of 2018. As the national economy and people’s living standards improved in recent years, it was represented by 80s and 90s. The new middle class has become the main force of consumption in the high-end home appliance market in China, and the high-end steamer with a price range of over 10,000 yuan has also become a hot product.