In the first half of 2018, traditional kitchen appliances were negatively affected by the regulation and transmission effect of the real estate market, which dragged down the overall decline of the kitchen appliance market in China. However, the bright performance of emerging categories helped the kitchen appliance industry ease the pressure of market decline.
In China's kitchen appliance market, steamer has become another hot new kitchen appliance category after the dishwasher. Bosch Home Appliances, Fangtai, Boss, Midea, Galanz, Vantage and other kitchen appliances giant plus steamer business, let the steamer market appear There is a thriving weather. At the moment, the steamer has become the new blue ocean for the kitchen giants to compete for.
The 'new darling' of the kitchen industry
In the first half of 2018, real estate regulation and control increased, and the coverage gradually expanded from first- and second-tier cities to third- and fourth-tier cities. One of the results was that the kitchen electricity market was cold. The overall data of the Ovi Cloud network showed that the traditional Chinese in the first half of the year The market for kitchen appliances (smoke stoves) was 31.1 billion yuan, down 1.6% year-on-year.
Although the decline in the size of traditional kitchen appliances has dragged down the entire kitchen sector, the emerging kitchen appliances have played a hedging role to some extent. Dishwashers and steamers are two of the most important categories in the emerging category. According to the omni-channel total data, the sales volume of the dishwasher market in China was 510,000 units in the first half of the year, up 37.8% year-on-year. The sales volume was 2.43 billion yuan, up 38.2% year-on-year; the sales volume of embedded steam boxes was 227,000 units. It increased by 5.9% year-on-year, with sales of 1.48 billion yuan, a year-on-year increase of 5.9%.
The market prospect of the dishwasher has been widely recognized by the kitchen industry, and the steamer is a popular product in the kitchen appliance market in 2018.
During the 2018 China Electric Steamer (Electric Steamer) Industry Summit Forum hosted by China National Household Electrical Appliances Co., Ltd. on May 31, market research institutes and leading kitchen appliances expressed their optimistic attitude towards the future of the steamer. .
Jiang Feng, chairman of the China Household Electrical Appliances Association, believes that steamers are new demands that arise from the improvement of people's living standards, the functions of kitchen products, and the user experience. Steamers are more traditional than steamers. The temperature is precise and controllable, the taste is better, the operation is simple, the health, nutrition and time saving have great advantages. Therefore, it has been welcomed by consumers in recent years and has become a new six-piece kitchen (slightly steamed, smoked stove). One. Kitchen appliances companies have increased investment in research and development, expansion and expansion, and the growing variety of steamer products, which have created a good opportunity for the development of the steamer industry.
In fact, the leading kitchen appliance company has realized the growth potential of the steamer category. Huang Lei, senior director of the Kitchenware Products Marketing Department of Greater China, Bosi Household Appliances (China) Co., Ltd. said that the steamer is a very important symbol of modern kitchen at this stage. One of them, the reason why Bosi Home Appliances set up a research and development team and launched a large number of steamer products, is that the steamer can bring better growth to Bosi appliances.
Tang Rong, the director of Fangtai Steamed Micro-Products Department, believes that the prospect of steamer is 'very impressive'. It is expected that the steamer will maintain rapid growth in the next five years. At present, steamer has become the main sales income of Fangtai Kitchen. One of the sources.
Ye Danyi, director of the strategic marketing department of the boss, also said that the steamer has a larger imagination, and the boss appliance takes the steamer as an extremely important category.
New blue sea where opportunities and challenges coexist
Driven by industry giants, the market for steamers is constantly improving. Regardless of the industry level or the consumer level, everyone's attention to steamers continues to increase.
Zuo Yanzhen, general manager of Zhongyikang Brand Center, believes that for most families, the popularity of traditional three types of kitchen appliances, such as hoods, stoves and microwave ovens, is already high. In the future, the main focus is on new drivers. The electricity category presents huge market potential, and emerging kitchen appliances will become a new driving force for the future incremental market. The steamer market is promising.
Jingdong appliance data shows that steamers are large in first- and second-tier cities, but third- and fourth-tier cities are not far behind, and consumer demand is very strong. Steamboxes are sinking with e-commerce channels, in the third-fourth, fourth- and fifth-line markets. It will also bring explosive growth. In addition, among the users who purchase steamers through the Jingdong platform, the group of 26-45 years old accounts for 77% of the user group. This part of the consumer group has a very high acceptance of the steamer products.
Xia Weidong, director of kitchen electric production and sales department of Jingdong Household Appliances Division, said that with the increasing number of brands entering the steamer market, the price of steamer is becoming more and more close to the people, and the future popularity of steamer will become higher and higher. .
However, in Tang Rong's view, the opportunities and challenges of the steamer industry coexist. He said that the current recommendation rate of steamboxes is not high, mainly because the use rate of steamers is too low, so the industry should pay attention to the first One thing is to let the users who have bought the steamer use it and use it with satisfaction.
Boss electrical equipment has been found by users to find that the frequency of use is not high enough, the kitchen is not big enough, and the cost is a barrier that hinders consumers from using the steamer. In addition, the current consumer's pain points for the steamer are ranked in the top. It is inconvenient to clean, odor, volume is not big enough, there is odor after steaming.
To this end, Ye Danyi suggested that based on the pain point analysis during the user's purchase and use, the steamer products should focus on efficiency, multi-mode selection, intelligent control, convenience, taste enhancement and functional integration from the innovative direction.
Li Zhaoyi, director of the North District Region of Galanz Group's Life Appliance Marketing Department, mentioned that many people still don't understand, do not understand this emerging category, the whole industry needs to strengthen promotion, publicity, let consumers recognize the benefits, characteristics, selling point of the steamer , Advantage.
Li Jie, the head of Midea's embedded pioneering plan, believes that the challenges faced by the steamer industry are mainly in two aspects. First, the expectations and expectations of users for the category are very high, and consumers need to care for the expectations of the steamer category, but consume; The second is to bring a better experience to users. He hopes that the first echelon friends will lead the development and standardization of industry standards under the guidance of the industry, and make the steamer industry bigger, not excessively consuming consumers' expectations. , let the steamer this category to bring a better experience to users.