In the past year, with the emergence of intelligent products, the capacity of small household appliances has surged. Intelligent sweeping robots, automatic brushing machines, broken-wall food machines and other high-end, smart emerging small appliances have become the darling of the market. The volume growth rate is remarkable, and it is called the next outlet of the small household appliance market. The number of brands of products has increased rapidly in the past two years.
According to the data of Ovi Cloud, the retail sales of Chinese food machines increased by 89.9% in 2016. In the first quarter of 2017, the retail sales of cooking machines continued to record high, with online growth of up to 187%. Zhongyikang pointed out that 2017 The market size of the broken-wall food machine is expected to continue to expand. The retail sales will reach 4.34 billion yuan, a year-on-year increase of 65.9%, and the retail volume will reach 4.38 million units, a year-on-year increase of 78.0%.
The industry believes that in recent years, small household electrical appliances continue to upgrade the structure, more and more quality products, so the future small household appliances market space is large, the product penetration rate is higher. Consumption upgrades triggered a series of product innovation and market structure of small household electrical appliance enterprises Change. Under the new economic normal, the wall breaking machine has become the next outlet for the small household appliance market.
In the field of home appliances, small appliances are a newcomer to the future compared to traditional black and white. In recent years, the ceiling of the development of the traditional home appliance industry has emerged, with the consumption upgrade and intelligent boom, small The home appliance industry has entered a period of rapid development.
A Gome insider said: 'Different from everyone's electricity, in 2017, small household appliances, such as health pots, broken-wall cooking machines, etc., have begun to become popular, and the sales of broken-wall food machines are in several big promotions. The number of nodes has doubled. During the National Day promotion period, the broken-wall food machine is still a popular small household appliance category, up by 135.6% year-on-year. This situation will continue in 2018.
It is understood that last year, the United States and other home appliance companies started the renovation of smart stores, thousands of stores and Tmall opened all channels, to achieve a national price of the same plate, and accelerate the development of three or four markets. Unlike traditional air-conditioning and other major electricity, broken wall The brand channel concentration on the machine line is relatively high, and only one of the US has a market share of 81%.
Corresponding to the rapid development of the market, the homogenization of the products of the broken wall machine began to appear. Various manufacturers have stepped up the further subdivision and structural improvement of the products, hoping to avoid the 'price war' through the upgrade of technology.
Zhu Jun, secretary-general of the China Household Electrical Appliances Association, said that from the perspective of industry development in recent years, the broken machine industry has a broader development space than other health care products. There are statistics, as a food processing concept product, breaking the wall The year-on-year growth rate of the aircraft from January to September 2017 reached 90.5%, accounting for 35.6% of the total market share of health and wellness products. However, the current market for China's broken machine is at the stage of rapid development and chaos. The lack of standards has led to false false propaganda, poor product performance reliability, and unsafe food contact materials, which have frequently plagued the benign development of the market and caused great confusion for consumers.
In order to standardize the development of the industry and promote the orderly development of the market, this year's "Food Stirrer" national standard revision and revision specifically added the relevant content of the broken machine. At the same time, the drafting of the 'national standard of the broken machine' was revised for the wall breaking machine. Enterprises will also play a supervisory role, forcing enterprises to strengthen product technology innovation. Some enterprises have also joined, among which the United States' life appliances have become the new national standard system of "Food Stirrers" that has increased the 'breaker content'. unit.
Han Han, chief product manager of Midea Life Appliances Division, said that as early as 2016, Midea Life Appliances led the release of the Wall Breaker Alliance standard, and first proposed the technical indicators and experimental methods for breaking the wall. Wall machine content, adopting the test methods and broken wall technical indicators proposed by Midea Life Appliances, the technical development trend of the traction industry.
Chen Jianguo, director of the China Light Industry Development Research Center, believes that the chaos of the broken machine industry is largely due to the lack of standards. The revision of the new national standard led by the national enterprises represented by the United States is to promote industry norms and healthy development. It is of great significance. With the improvement of the level of intelligence, the activity of small household appliances is rising, and the market capacity of small household appliances such as broken machines will continue to grow in 2018.