"New Six Pieces" Promotes Kitchen Electric Growth Steamer to Become a Star Product

The kitchen electric products represented by “smoke stove washing and micro steaming” are expected to become “new six pieces” in Chinese kitchen. On May 31, 2018 China Electric Steamer (Electric Steamer) Industry Summit Forum was held in Beijing. The “White Steamer (Electric Steamer) Industry White Paper (2018)” released by the organizer showed that “smoke stove wash and micro Emerging kitchen appliances such as steaming have become the main driving force for the future incremental market. Among them, the embedded electric steamer has gradually become the "star" product in the embedded kitchen appliances category.

During the forum, the organizers promoted the establishment of the “China Steamer (Electric Steamer) Promotion Alliance” while releasing the “White Paper”, which is dedicated to guiding the healthy development of the Chinese steamer (electric steamer) industry and promoting electric steamer products. Market penetration. At the same time, the organizer united Jingdong Home Appliances and Beans and Fruits to hold the “One Steam” Hecheng 'Steaming' Creative Competition”, and the joint winner of the “Steaming Love, Love, Beauty, Good Time Photo Contest” Unveiled, "Mirror Flower Steamed Edge" (different steamed) micro-film premiered at the conference, Jingdong Home Appliance Steamer Festival also started.

Electric steamer market accelerates expansion and embedded, and the performance of one machine is outstanding

Under the “new normal” of macroeconomic growth and shifting, the kitchen appliance market continues to grow at a double-digit rate, and it is unique in the entire home appliance industry. In the kitchen economy of “Sword refers to 100 billion” in 2017, electric steamer products continue to maintain the “black horse” quality, and gradually become the main driving force of the kitchen power incremental market.

Jiang Feng, chairman of the China Household Electrical Appliances Association, pointed out that thanks to the industrial transformation, the promotion of consumption upgrades and the explosive growth of emerging categories, the growth level of the kitchen appliance market is much higher than that of the entire home appliance industry. Therefore, in the home appliance sector, the kitchen appliance industry has the fastest growth rate. The emerging kitchen appliances category represented by dishwashers and steaming ovens has shown strong growth.

According to Zhongyikang data, the retail sales of electric steamer market in 2017 reached 2.51 billion yuan, a year-on-year increase of 33.1%. In the booming market, the enthusiasm of the company and the innovation of the products are also showing a lively scene. Compared with the same period of last year, the number of new brands in the electric steamer market in the first four months of 2018 reached 38, and the number of new models reached 93.

“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 trend is to replace the new drive, and the emerging kitchen appliances category has huge market potential.” Zuo Yanzhen, general manager of Yikang Brand Center, believes that the emerging electric steamer and other kitchen appliances will become the main driving force for the future incremental market.

If emerging kitchen appliances are the main driving force for the future incremental market, then embedded is the core driving force in the emerging kitchen appliances. According to the information in the White Paper, between 2015 and 2017, the retail volume and retail sales of the embedded electric steamer (electric steamer) market maintained a nearly double growth trend. The embedded electric steamer has gradually become a "star" product in the embedded kitchen appliances category.

“In the booming emerging kitchen appliances, the multi-function models represented by the steaming and baking machine are also very popular.” Yang Wei, senior research manager of the Ovi Cloud Network Kitchen Electric Division, said that considering the limited space and cost-effective kitchen The multi-functional combination of fun and other factors, the proportion of sales in the composite machine market is rising year by year.

The online monitoring data of Avi Cloud (AVC) shows that during the period from January 2016 to March 2018, the online market penetration rate of the embedded “single steaming” function has dropped from 90.8% to 37.4%; The online market penetration rate of the embedded steaming machine has increased from 8.1% to 62.5%.

Quality, healthy consumption rises, electric steamer ushers in the development opportunity period

In the recent research, China National Grid has learned that under the kinetic energy conversion industry situation, home appliance enterprises are also diversifying their innovations in the market category while they are diversifying their innovations. The way to maintain a strategic advantage in the market competition. The move of the kitchen appliance company to increase the market's performance in the field of electric steamer.

“Bosi Home Appliances developed the steamer in France as early as the end of the last century. The French R&D team worked with Chinese R&D personnel on R&D. At present, Bosi Home Appliances has established its own steamer R&D team in China.” Bo Xi Home Huang Lei, senior director of the Kitchenware Products Marketing Department of Greater China in Electrical Appliances (China) Co., Ltd., said that the reason why Bosi Home Appliances has set up a research and development team and launched a large number of steamer products is that it hopes that the steamer can bring better growth to Bosch Home Appliances. At the same time, steamers are becoming more and more important in the field of kitchen appliances.

"The prospects are very impressive." Tang Rong, the head of Fangtai Steamer Products, believes that consumers are paying more and more attention to health, and the steamer reflects quality life and is a plus item for consumers' quality life. He expects that the steamer will maintain rapid growth in the next five years.

With the improvement of people's living standards, more and more consumers no longer think that “price” is the decisive factor affecting consumption. The emerging middle class and young consumer groups are more willing to buy high-end products at high prices to obtain Higher quality, healthy and convenient living. The electric steamer has the advantages of no threshold cooking, healthy cooking, fast cooking, etc., or it will become the key to solving a healthy diet in fast-paced life.

According to the “Beans and Fruits” data, the most popular cooking methods in China include frying (19.72%), cooking (16.57%), steaming (16.34%), frying (7.20%), and roasting (6.64%). In the "2018 China Electric Steamer (Electric Steamer) Consumer Demand Survey Report, 80% of consumers will consider giving up fried foods and choosing a more healthy cooking method. Moreover, nearly 99% of consumers want to be able to cook for themselves instead of choosing to take out. In this context, more than 70% of people hope to solve the problem of three meals a day with smart kitchen appliances. Electric steamer (electric steamer) is one of the preferred kitchen appliances.

According to the information in the "White Paper", from the perspective of product prices, the proportion of offline steamer sales is mainly between 5000-9000 yuan, among which the most popular steamer price is 6000-7000 yuan, accounting for 2018. In the first quarter of the year, the market share was 24.3%, followed by the 7000-8000 yuan range, accounting for 19.9% ​​of the market share in the first quarter of 2018. Due to the improvement of the national economic level and people's living standards in recent years, the new middle class represented by the 80s and 90s has become the main consumer of China's high-end home appliance market. The high-end steamer with a price range of over 10,000 yuan has also become a hot-selling product.

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