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Integration stove: Black horse potential shows, still need to continue to grow
With the increasing demands of consumers for the compactness of kitchen layout and the increasing demand for highly integrated kitchen utensils, integrated stoves have begun to enter the vision of more and more mass consumers. Entering 2018, the growth rate of the overall market of kitchen appliances began to decline, but the integrated stove rose against the trend, becoming a new growth point of the kitchen appliances market. With the development of many mainstream brands of kitchen and electric appliances, the attention of the integrated cooker market has been further enhanced.
Counter-trend growth into a new bright spot
According to Zhongyikang data, from January to May 2018, the size of the kitchen electricity market (tobacco stove micro-steaming, baking and washing embedded machine) reached 36.9 billion yuan, down 4.2% from the same period last year. Among them, the market size of lampblack smoker is 16.44 billion yuan, down 7.0% from the same period last year; the market size of gas stove is 9.61 billion yuan, down 4.4% from the same period last year; and the market size of disinfection cabinet is 2.2 billion yuan, down 15.1% from the same period last year. At the same time, the integrated stove market is showing a rising trend, and has become the "black horse" in the kitchen electricity market. According to Zhongyikang data, in 2017, China's integrated cooker market sold about 1.5 million units, with sales exceeding 10 billion yuan. In the first half of 2018, the integrated cooker market still performed well, especially in the online market, with retail sales and retail sales reaching 150,000 units and 950 million yuan respectively, up 97.7% and 138.3% respectively from the same period last year. However, overall, the market scale of integrated stoves in the kitchen electricity market is still very small, although there is potential, but still can not shake the dominant position of traditional smoke stove products.
The integrated stove is not a new product. The market was once prosperous and then silent due to various problems. In recent years, the rapid rise of the integrated stove market, on the one hand, benefited from the vigorous publicity of enterprises and changes in the consumer market, on the other hand, also attributed to the continuous maturity of product technology.
According to the distributors in the northwest of Meida integrated cooker, there are more than 100 brands in the integrated cooker market, including Meida, Mars, Youge, Shuaifeng, Yitian, Senge, Oda, Medo and Jindi, as well as Haier, Meimei, Rongsheng and Zhigao traditional household appliances brands. In addition, capital and other industries have begun to pay attention to or prepare to enter the integrated oven industry. He said: "From the life cycle of the industry, the integrated stove is at the stage of growth, the market growth rate is high, and consumer demand is also being released at a high speed. As for the manufacturers of integrated cookers, with the gradual finalization of technology, the industry characteristics, competition situation and user characteristics become clear, the threshold to enter the integrated cooker industry will be lower and lower, and the number of products and competitors will continue to increase.
In the future, the integrated stove market is expected to usher in a period of rapid shuffling. With the continuous concentration of technology hotspots and the emergence of product homogeneity, service, price, quality, word-of-mouth and marketing will become the focus of major brands. According to the "Electrical Appliances" reporter, in the past, many integrated cooker brands have some omissions in the layout of the three or four levels of market, regardless of the distribution of pre-sale outlets, product installation and after-sales service system are relatively loose. In the past two years, with the intensification of market competition, many brands began to attach importance to these markets. The coverage of outlets and service system in various regions have been greatly improved, which has also become an important driving force for the integrated cooker market.
Solving consumption pain points
Compared with traditional cookers and lampblack machines, one of the advantages of integrated cookers is to further enhance the integration of functions and bring more convenient use experience. When visiting an unexpected shopping mall in Beijing, the reporter of Electrical Appliances noticed that compared with traditional cookers and lampblack machines, the integrated cooker has smaller volume and practical functions. According to the salesman of the shopping mall, the integrated stove has several advantages: firstly, the integrated stove adopts the way of smoke exhaust through downward smoking, which has higher smoke absorption efficiency and better smoke exhaust effect, while preventing the spread of smoke, it also makes the surrounding stove cleaner and neater; secondly, because the exhaust duct of the integrated stove is more distant from the operator's head. Far away, the noise perceived in the use process will be less; integrated design is also accepted by many consumers, multi-product integrated installation can achieve maximum installation efficiency. Specifically, the integrated cooker with disinfection cabinet function began to become standard matching, and some brands introduced the integrated cooker with electric oven function and dishwasher function. The integrated cooker can satisfy the different needs of consumers by continuously expanding new functions, thus promoting product differentiation. These characteristics enable the integrated kitchen to play a better role in the open kitchen and small space kitchen.
An industry analyst said: "Under the trend of consumption upgrading, people pay more attention to the quality of life, more willing to enjoy life. Traditional kitchen appliances, such as lampblack, gas stove, etc., need to be measured in advance before purchasing. If the size is not appropriate, the subsequent operation will be quite troublesome. The integrated stove does not need slotting. As long as the kitchen distance and space size are appropriate, it can be directly put into the integrated stove, which saves a lot. A lot of tedious process, in line with the needs of many young people newly decorated.
At the same time, the safety of the integrated cooker has also been significantly improved. "Electrical Appliances" reporter also learned that the integrated stove itself is a product, there is no "linkage" problem between the range hood and the stove, can share the relevant data collected by sensors. A brand salesman said: "For example, consumers are most concerned about the gas leakage problem, the integrated stove only needs to install a sensor, which can realize the functions of alarm, automatic shutdown, drainage and so on".