On May 31st, China National Electric Appliance Association directed the China National Grid Corporation's “Healthy Life First” steam engine – 2018 China Electric Steamer (Electric Steamer) Industry Summit Forum held in Beijing, Jingdong Home Appliances Division. Xia Weidong, director of kitchen appliance marketing and sales, attended the meeting. As a strategic partner of this forum, JD.com announced the establishment of the “China Steamer (Electric Steamer) Promotion Alliance” together with mainstream electric steamer brands. JD.com and these branded companies jointly created The Jingdong Home Appliances Steamer Festival was also launched at the forum during the same period.
2018 China Electric Steamer (Electric Steamer) Industry Summit Forum
Steamer entering the market during the outbreak
The cooking method of steamed food has a history of thousands of years in our country. From ancient times to the present, people in China have a huge demand for the use of steamed food tools. In recent years, consumers’ attention to quality of life and healthy diet has increased. The electric steamer that can better lock food nutrition has gradually been favored by consumers in China, and its market scale has rapidly expanded. Now it has become a new growth point for China's kitchen electric industry.
According to data from China Excel, the retail sales of China's electric steamer market reached 2.51 billion yuan in 2017, an increase of 33.1% year-on-year, of which retail sales of embedded steamers reached 2.44 billion yuan, a year-on-year growth rate of 135%, and retail sales volume reached 40.7. Million Taiwan.
Jiang Feng, Chairman of the China Household Electrical Appliances Association, fully affirmed the contribution of the rapid growth of steamer category to the kitchen appliance industry. She said that thanks to industrial transformation, consumption promotion promotion and the explosive growth of emerging categories, the entire kitchen and electric industry The growth rate is much higher than that of the household appliances industry. The emerging kitchen and electric appliances represented by dishwashers and steam ovens are gaining momentum.
As steamers of 'emerging species' in the kitchen, the explosion of growth in China can be welcomed by online channels. E-commerce plays an important role in driving the expansion of the steamer market.
Jingdong appliance data showed that the sales volume of Jingdong steamer category increased by 79% in 2017, and maintained a rapid growth of 128% from January to April 2018.
Jingdong platform steamer sales grew rapidly
According to JD.com's home appliance data, Jiangsu, Guangdong, Zhejiang, and Shandong Province prefer steamed food. Steamer orders in these regions are significantly higher than those in other provinces in China. In addition, not only first-tier cities' consumers have steam boxes, but also the second and fourth and fourth tier cities. Huge steamer purchase requirements. The steamer is expected to become a 'new six-piece' set in the Chinese kitchen, along with range hoods, gas stoves, dishwashers, microwave ovens and electric ovens.
Jingdong Home Appliances Co., Ltd., China National Grid, China Yikang, and Ovis Cloud.com released the “China Steamer (Electric Steamer) Industry White Paper (2018)”
Jingdong Household Appliances Join Hands with Mainstream Brands to Promote Steamer Distribution
In the face of the rapid growth of the steamer market, more and more kitchen power companies have begun to increase product development and investment in this category. The steamer market is gradually showing a flourishing trend.
According to data from China Excel, compared with the same period of last year, the number of new brands in China's electric steamer market reached 38 in January-April, 2018, and the number of new models reached 93. Zuo Yanxi, general manager of China Yikang Brand Center, believes that Emerging electric steamer and other kitchen appliances will become the main driving force in the kitchen kitchen market.
Jingdong appliance data also showed that in 2018 Jingdong platform steamer sales, the rapid rise of domestic brands, the owner, Fang Tai, Midea's online product supplement has brought about a substantial increase in its steamer sales.
Jingdong Home Appliances Marketing Director Xia Weidong
Xia Weidong predicts that there will be more and more brands in the steamer market in the future. When the industry competition becomes fiercer, the prices of steamers will also be closer to the people, which is conducive to the popularity of steamers.
'In the future steamer penetration rate will be higher and higher, into millions of households, rather than high prices, only the elite people to buy. ' Xia Weidong confidence in the popularity of steamer in our country, 'With the sinking of e-commerce channels , steamer in the third or fourth line, the fourth and fifth line market will also bring explosive growth.
Although the overall situation in the market is positive, steamer development in our country is still a long way.
Jiang Feng pointed out that despite the current market momentum of the electric steamer (electric steamer), the penetration rate is still low. 'The steamer product family has a low retention rate. The reason is that consumers have low awareness of the product. In addition, the industry has not yet formed a synergy, so the popularity of steamers requires the efforts of all of us.
As the largest home appliance retailer in China, JD.com’s home appliances are also striving to promote the popularity of steamer products. During the forum, the organizers of the meeting, Jingdong home appliances and participating companies jointly established the 'China Steamer (Electric Steamer) Promotion Union'. Not only that, Jingdong Home Appliances also launched the Jingdong Home Appliances Steamer Festival together with Boxi Home Appliances, Fangtai, Galanz, Vantage, Boss, Midea and other mainstream steamer brands to unite the industry and promote the popularity of steamer products.
Jingdong Appliance Steamer Festival starts
Starting from mid-April, under the guidance of the China Household Electrical Appliances Association, China National Grid launched a two-month '2018 China Steamer Consumption Popularization Campaign', through consumer surveys, theme photography competitions, food court experience activities, and mainstream Platform discussion and other ways to build a platform for corporate and consumer communication, enhance consumer awareness of electric steamer, and help the electric steamer market grow.
China National Grid Editor-in-Chief Lu Shenghua stated that China's electric steamer (electric steamer) has a great market potential, but it is still at the transition from lead-in to growth, and requires the joint efforts of companies, channels, industry agencies and the media to make effective progress. The consumption guide. Jingdong Home Appliances actively promote the popularity of steamer products, not only conducive to the development of the industry, but also help meet the needs of consumers for a better life.