The kitchen, an all-encompassing, versatile physical space, is undergoing a revolution driven by the wave of consumption upgrades, making the kitchen appliance industry one of the biggest beneficiaries of this kitchen revolution – the kitchen appliance market is about to break through the 100 billion mark. Traditional kitchen appliances have re-emerged, and emerging kitchen appliances continue to detonate the market, and the latest hotspots for kitchen appliances are steamers.
Huang Lei, senior director of the Kitchenware Products Marketing Department of Greater China in Bosi Household Appliances (China) Co., Ltd., said in an interview with China National Grid that the steamer is one of the most important signs of modern kitchens. It brings better growth.
The long-running steamed food culture is exploding in the steamer market
China is the first country in the world to use “steam†for cooking. The steamed food culture has a long history in China. As the Chinese people pay more attention to healthy cooking and healthy eating, consumers are more interested in “steaming†this cooking method. The bigger it is, the steamer, the newest kitchen appliance, has been pushed to the fast-growing enthusiasm.
According to data from Aowei.com, China's kitchen electricity market reached nearly 100 billion in 2017. The sales volume of embedded steamer reached 538,000 units, a year-on-year increase of 56%, and achieved sales of 3.40 billion yuan, up 55.7% year-on-year; Orvieu predicted steaming in 2018. The box category will maintain an increase of more than 50% in sales volume and amount.
Huang Lei, Senior Director, Kitchen Products Marketing Department, Greater China, Bosi Household Appliances (China) Co., Ltd.
“Now more and more people are increasingly demanding the nutrition of ingredients. If consumers continue to use the simple way to process ingredients, this is also a waste of the ingredients themselves.†Huang Lei said, “Steaming Why is the box better than the steamer or steamer on the market? Because it (the steamer) has better control of the amount of steam in addition to the heating parts, thus avoiding the condensation on the lid in daily life. Because these drops on the skin will rupture the skin, resulting in a lack of taste."
Huang Lei took an example of his own products: Bosch Home Appliances 8 Series Steamer products can not only control the condensation phenomenon, but also achieve precise temperature control, effectively locking the original fresh and nutritious ingredients of the ingredients for consumers, in addition, like bird's nest High-quality ingredients are difficult to cook perfectly, but the steamer will help consumers solve such problems to a certain extent.
Through research on the behavior and trends of Chinese consumers' kitchens, Bosi Home Appliances found that Chinese families, especially those in first- and second-tier cities, have begun to prefer less oil, less salt, less MSG, and more emphasis on healthy diet and nutritional balance. In addition, there are many young people who like semi-open or fully open kitchen design, and the chances of using the steamer are getting bigger and bigger, because the way of fire or steaming pot cooking affects the living environment. This is why young people are increasingly accepting products like steamers.
The changes in consumer kitchen behavior and the obvious signal of market release have led more and more home appliance companies to enter the steamer category. Zhongyikang monitoring data shows that in the first quarter of this year, 67 manufacturers have entered the embedded electric steamer market, an increase of 14 over the same period last year. Zuo Yanzhen, general manager of Zhongyikang Brand Center, expects more and more companies to participate in the future due to the high profitability of such products and excellent market prospects.
"Pioneer" Chinese steamer market, Bosi home power station stable first camp
Just as the earliest emerging home appliances such as dishwashers and dryers, which represent quality of life, were introduced into the Chinese market, for the “new species†in the kitchen of the steamer, Bosi appliances also played a “pioneer†in the Chinese market. Character.
According to Huang Lei, 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. Around 2002, Boeing Home Appliances' steamer products were listed overseas. Around 2010, Bosi Home Appliances introduced steamers to the Chinese market. At present, Bosi Home Appliances has established its own steamer R&D team in China.
Deeply cultivating in the steamer category for many years and having a Chinese and foreign R&D team, Bosch Home Appliances can make the steamer achieve the perfect combination of Western kitchen technology and Chinese cooking. Today, Bosch Home Appliances' Bosch Home Appliances and Siemens Home Appliances have launched a series of steamer products.
steam box
Bosch Home Appliances currently offers a 71-liter full-cavity steamer product, which is currently the largest steamer product on the market. Bosch's top-end 8 Series steamer is also equipped with the Home Connect function independently developed by Bosch Home Appliances, allowing users to cook according to the system's prompts. Consumers can also choose a certain type of dish or the effect they want to achieve. After input, the product will achieve the required steaming time or temperature according to the user's needs, and the operation is very simple and convenient.
To make the food cooked in the steamer taste pure, nutritious and healthy, precise control has become the biggest technical test for the steamer. Huang Lei said that the precise control of the Bosi home appliance for the steamer is achieved in two directions, one is precise temperature control and the other is precise humidity control. She further explained that Bosi home appliances will conduct multiple tests on the ingredients in the steamer product, and finally set the temperature and the best taste of the different ingredients. These data will be integrated into the steamer system, so when consumers choose When cooking for the food, the steamer can be precisely operated to achieve the perfect presentation of the food.
“The reason why we have set up a research and development team and launched a large number of steamer products is because we hope that the steamer can bring us better growth. At the same time, the steamer is becoming more and more important in the kitchen electric field. In the future, Bo West Appliances will also showcase the steamer category in the event." Huang Lei said.
For the Bosi home appliances that have been rooted in the steamer market for many years, the hard work of many years has earned them a great return on the market. According to Zhongyikang data, in the first quarter of this year, Bosi home appliances online and offline steambox market are in the first camp.
Deeply digging consumer demand and pain points to sing the steamer to popularize the chorus
Although the steamer market is rapidly expanding, market research institutions and kitchen appliances companies have made optimistic predictions, but the current situation of small base and low penetration rate makes steamboxes still only niche products at this stage. The market for steamers is made bigger, so that it can meet the needs of thousands of Chinese consumers for healthy cooking and healthy eating, and become the common aspiration of many home appliance companies including Bosch.
“The steaming cooking method has a history of thousands of years in China. It is not difficult to accept it conceptually, but the pain point is that many people do not know that there are products like steamers, and many consumers enter the store to see the steamer. Change the original consumption purpose, so as to buy the steamer." In Huang Lei's view, recognition is the biggest pain point in the market popularization of electric steamer. She hopes that industry associations and media can work hard with manufacturers to promote steamer products. Market penetration.
Let Huang Lei and her colleagues who are committed to the popularization of steamer products like her are gratified that the “Healthy Life One Steam†is guided by the China Household Electrical Appliances Association, sponsored by China National Grid, and participated by many mainstream kitchen appliances. China's steamer consumption popularization activities are being carried out intensively, including “the steamer consumption popularization month†and the “steamer truth laboratoryâ€, and the “One Steam†Hecheng 'Steaming' idea jointly organized by Jingdong and Beans "Contest", "2018 Chinese Steamer White Paper", "China Steamer Promotion Alliance" and consumer on-site tasting and other various activities, "2018 China Steamer (Electric Steamer) Industry Summit Forum" will also It will be held in Beijing on May 31. At that time, representatives of mainstream steamer enterprises in the domestic market will jointly discuss the realization path of the popularization of steamers in the Chinese market.
“Many people are unclear about the principle of steamers and the benefits they bring to consumers, because steamed cooking technology has a long history in China. Many people think that steaming can be easily done in life. I don’t understand the steamer belt. Give consumers extra points of interest, so it takes time to give consumers a general explanation.†Huang Lei said that for the current marketing problems faced by steamers in China, Bosi Appliances has been engaged in the popularization activities of steamers. It is a combination of online and offline promotion, including online product evaluation through media and lifestyle promotion; in order to enhance the offline experience and let consumers intuitively experience the benefits of cooking, Bosi Home Appliances will participate in the exhibition and set up Brand exhibition hall, participate in e-commerce platform promotion activities to promote products. “We want to let the used consumers know the benefits of the steamer and help Bosch home appliances to spread the word of the steamer.â€
Huang Lei said that the market and consumers have great expectations for the steamer. This product will continue to tap the user's differentiated choices in the future and customize the products according to the needs of users. "This work is currently underway."
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