Steamer has become a phenomenon-level product in the kitchen electricity industry.
According to China Yikang data, retail sales of the electric steamer market reached 2.51 billion yuan in 2017, an increase of 33.1% year-on-year. The steamer demand in 2018 is expected to soar to 550,000 units in 2017 based on 432,000 units. CloudNet expects that in 2018, steamer category sales will continue to increase by more than 50%, which is expected to become the vanguard of the kitchen power market.
Among them, the e-commerce platform has played an important role in the promotion and popularization of steamers. Jingdong platform data shows that in 2017, the sales volume of JD.com platform steamer increased by 79% year-on-year. In January and April of 2018, the sales growth rate reached even more. 128%.
While maintaining the rapid growth, the steamer box market also has some obvious features. At the recently held "2018 China Steamer (Electric Steamer) Industry Summit Forum", Jingdong Electric Appliances Marketing Director Xia Weidong uses Jingdong Big data, for consumers 'images', allows companies to better understand their target market and customer preferences.
Most steamer users are married groups aged 26-45
The data shows that the group aged between 26 and 45 accounted for 77% of the total users, among which white-collar workers, teachers, civil servants accounted for more than 50% of the elite, and married consumers accounted for 86%.
6000-7000 yuan product hottest
Steam box products in the price range of 6000-7000 yuan are the most popular among consumers, accounting for 24.3% of the market share in the first quarter of 2018, followed by the range of 7000-8000 yuan, accounting for 19.9% of the market share in the first quarter of 2018.
Third and fourth line market will usher in an outbreak
From the single zone of JD.com platform, Jiangsu, Guangdong, Zhejiang, and Shandong provinces prefer steamed food. Although the next-tier and second-tier cities are relatively large, the third- and fourth-tier cities are not far behind and the consumer demand is strong. The sinking of business channels, steamer in the third and fourth line, the four-and-five-line market will bring explosive growth.
Users are more sensitive to product promotions and word of mouth
Consumers are very sensitive to price promotions. Once there are promotions, steamer sales show rapid growth. In addition, consumers are very sensitive to reviews, and people who pursue quality life like to socialize. Single, comment on the sun to share his food, give consumers grass in advance, the consumer's acceptance of new products will be higher.
Steamer and home improvement products are highly related
The data shows that consumers would buy steamers after browsing Jingdong products such as hoods, refrigerators, switches, sockets, etc. Most consumers would choose steamer products during renovation.
In 2017, the steamer market has risen in the wind. In 2018, the steamer industry will face challenges. At present, we are not aware of it. However, for each company, understanding consumers is equivalent to seizing the market first. machine.