With the rise of the "new middle class" class, the Chinese kitchen is experiencing a new revolution. After the dishwasher, the steamer has become another phenomenal product in the kitchen appliance industry in China. Driven by the two-way positive demand side and supply side, China's steamer market is experiencing rapid growth.
According to the data of Aowei Cloud Network, the scale of China's kitchen electric power market is close to 100 billion in 2017, and the sales volume of embedded steamer has reached 538,000 units, a year-on-year increase of 56%, and the sales volume reached 3.40 billion yuan, a year-on-year increase of 55.7%. Aowei Cloud expects that the sales volume and amount of steamer will increase by more than 50% in 2018. The Zhongyikang data show also shows that the demand for steamers in 2018 is expected to soar to 550,000 units based on 432,000 units in 2017.
Benefiting from the advantages of aesthetic coordination and space saving, the market demand for embedded kitchen appliances is increasing day by day. In the embedded micro, steamed, grilled "Three Musketeers", has always been the oven. However, in the 2017 year of great changes in the industry, the steamer slammed the oven under the horse, and first boarded the position of “headed big brother†in micro, steaming and roasting.
With the rapid release of the steam box market demand, more and more enterprises are entering the steamer market. The influx of a large number of enterprises has rapidly amplified the volume of the steamer, and the cake in the steamer market has continued to expand. Omni Cloud's omnichannel monitoring data shows that by the first quarter of this year, there were 112 steamer brands on the market, of which 106 brands produced embedded steamers.
Giants are optimistic about the steamer market
It is the kitchen electric appliance enterprise that solves one point of consumption pain point in the name of giving users a healthy and quality life.
“The prospects of this are very impressive.†As one of the earliest kitchen appliances companies to introduce steamer products in the domestic market, the person in charge of Fangtai Steamer Products believes that consumers are paying more and more attention to health, and the steamer reflects It is a quality life and a plus item for consumers' quality life. He expects that the steamer will maintain rapid growth in the next five years. To do too much, it is necessary not only to maintain the rapid growth of the steamer business, but also to make the steamer a necessity for high-quality people.
Boss Electric Appliances is also one of the earliest brands to promote steamers in China. After 8 years of market cultivation, according to Zhongyikang retail monitoring data, the market share of boss steamer retail and retail sales is 32.65% and 31.26% respectively. , the industry ranked first. The steamer is also the fourth largest category of boss appliances after the smoke, stove, and consumption.
“Microwave ovens are short-term and fast-demanding. The oven is to meet the taste and sharing needs. The degreasing and salt-reducing of steamers is a healthy demand.†According to Zhu Xiaowei, the domestic head of embedded kitchen appliances in the United States, the hot-selling of steamer products represents the wave of quality life. The rise of healthy consumption.
According to the relevant person in charge of Galanz, compared with the traditional steamer, the steamer effectively solves the problem of condensed water and makes the food taste better. Among foreign manufacturers, Bosch's powerful micro-steaming and baking machine is also very popular in the market.
Products know Chinese consumers better
Although the traditional Chinese “steaming†culture has a long history, similar to dishwashers, electric steamers are also imported from the West. Due to differences in Chinese and foreign environments, ingredients, habits and other factors, direct introduction or copying can not meet the needs of Chinese consumers.
In response to this situation, companies have made technological innovations based on market research and user feedback, which has also brought the Chinese steamer industry into the era of “hundred schools of contentionâ€. For example, in terms of technical path, Fangtai has also introduced smart recipes while shortening cooking time with dual steam technology. Boss Electric is focusing on anti-condensation water drop and intelligent cooking system. Midea pushes intelligent operation while steaming. Galanz has launched 360° three-dimensional heating circulation steam technology. Vantage mainly pushes pressure steam. Bossi appliances rely on precise temperature control and moisture control technology to achieve the perfect presentation of food taste and nutrition.
“The requirements for steaming in China are different from those in foreign countries. In China, steaming requires a high amount of steam and requires a large amount of steam in a short period of time.†Fangtai’s R&D team focuses on the traditional Chinese “steaming†method, which is crucial. Steam volume and temperature control have been explored in many ways.
"We will develop corresponding products according to different groups, such as high-efficiency and healthy people. These people have a fast pace of life and hope to solve the problem of eating more efficiently while bringing health to their families." Ye Danyi, head of the boss's electrical brand, believes that the steamer The overall design capacity is too small, which will bring some trouble to consumers.
In the design and function improvement of the steamer, Vantage has taken a different approach and refreshed the overall performance of the steamer with “pressure steamingâ€. Vantage combined with the living habits of the Chinese people to do targeted product research and development. Considering that Chinese people like to use pressure cookers, they combine electric steamers with pressure cookers.
The US kitchen appliance has specially set up a steam group to do research on steam. It is reported that the United States will be listed this year, a pure steamed professional steamer new products, this product has a certain breakthrough in the box, cooking curve, steam generating device and other aspects. "We are very appreciative of this type of explosion model, and will be listed this year and spread out in large areas." Zhu Xiaowei said.
Promote the popularization of steamer
Under the call for diversified diets and healthy demand, kitchen appliances companies have increased their research and development efforts. However, due to consumer misunderstandings, the steamer market is still in its infancy.
It is understood that there are two types of steamer products: pure steamer and one machine. The one machine includes one steaming, one steaming, and one micro steaming. In these product forms, the micro-steaming machine is modified based on the microwave oven, but it is going downhill. The relatively high-end and high-acceptance is the grilling and steaming machine.
Through the online and offline sales data released by Aowei Cloud in 2017, it can be seen that the main consumption of steamer is concentrated in the middle and high-end market of more than 3,000 yuan, while the proportion of consumption in the low-end market below 3,000 yuan is still in the position. The number shows that the consumer's cognitive misunderstanding is restricting the overall popularity of the steamer.
"At present, the popularity of domestic steamer is still relatively low. The products are mainly spread through taste. Many consumers do not really understand the steamer products, nor have they touched such products. For the function of the steamer, many consumers have Cognition is too singular, which seriously affects the development of potential markets,†said Jiang Feng, chairman of the China Household Electrical Appliances Association.
Ye Danyi, the brand director of the boss's electrical appliance, also pointed out that the current challenge of the steamer is mainly from the consumer demand level. "The biggest cost for young people today is time and space. Under the limited kitchen area level, it is unrealistic for them to buy so many categories. Even if they want to buy, the kitchen may not fit."
Nowadays, with the young consumer group represented by the 90s becoming the main force to buy steamer products, the steamer industry has also ushered in a new challenge. “A lot of our steamers are 90, we don’t have cooking, we don’t have any cooking experience, so they need smarter products.†At present, Fang Tai focuses on two directions in the development of steamer products: better Cooking effects make it easier for customers to use. Boss Electric is pushing the anti-condensation drop and intelligent cooking system. The person in charge said that the boss should put the most advanced black technology into the steamer, so that consumers can not stop using it.
Microwave ovens designed to heat food quickly with microwaves, because it captures the pain points of fast-paced office workers; the focus of ovens aimed at baking or drying products is increasing because it meets the young people’s own hands-on baking The demand; while the dishwasher designed to liberate the hands of automatic decontamination exploded, because captured the hearts of consumers who want to be more comfortable living.
Rather than saying that kitchen appliances have solved the pain points, it is better to say that they have developed new market demands. Because before the consumer has not reached the new category, the market opportunity depends entirely on how the company outlines how to guide. As far as the current market is concerned, the steamer industry is still in the “initial stage†of consumer popularization, and needs to resonate in the industry to realize the popularized awareness of steamer products.
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