In recent years, the kitchen appliance industry has been rapidly evolving, and a number of new kitchen appliances that incorporate the characteristics of value, convenience, efficiency, and ease of use have entered the Chinese family. Among them, the electric steamer category captures a large number of fans with health, high-end and other selling points, but it is limited by the people's weak perception of the electric steamer. The view on the electric steamer is polarized. One party thinks that the electric steamer is convenient. It is one of the indispensable cooking utensils in modern kitchen life; one party thinks that the electric steamer has a higher price and the function is repeated with the steamer, and it does not cost thousands of dollars to purchase the category. In this regard, China National Grid conducted an interview with Mr. Rao Jianan, the director of Huadixiao Steaming Products, to discuss the market prospects of electric steamer.
"Steaming" is different
Rao Jian'an openedly pointed out that the steamer, whether it is gas or electricity, is different from the experience of the electric steamer. This is often only a matter of personal experience before you can feel the difference. "In Guangdong, for example, Guangzhou people admire the steamed fish." ", the steps are generally to put the fish in the steamer after the water is boiled; and the electric steamer can be directly placed into the food, without waiting. At the same time, there is a gap in the steamer, and the steam is continuously lost during the steaming process. The steam temperature in the steamer is actually lower than 100 ° C, and the internal temperature is not constant; and the electric steamer chamber is sealed to ensure that the steam is 100 ° C, and even higher than 100 ° C, and the temperature is constant, for the finished product The taste is very important in terms of taste. In addition, due to the special high temperature + constant temperature environment of the electric steamer, the oil can be separated and precipitated in a large amount, and the taste is more refreshing; while the steamer can only ensure that it is cooked and cannot separate more oil. It does not meet the health experience brought by the electric steamer. Also, it is very important that many consumers do not control the heat and temperature in the face of complex dishes. This is also a feature of modern young people. The electric steamer has a one-button cooking and smart menu function, eliminating the need for user learning."
As a western import, embedded kitchen appliances represented by steaming, ovens and dishwashers have been developed in China for many years, but they are still in the introduction stage. At present, there are fewer brands in the market. Rao Jianan revealed, “Market monitoring data shows that the current electricity The capacity of the steamer industry is about 1.2 billion, accounting for half of the online and offline. Among them, the offline channels are mainly high-end brand products, and the high-end market basically divides more than 90% of the domestic market; The brand is slightly more, but mainly based on the low-end entry machine."
Rao Jianan pointed out that the product that is often "smoothed" with the electric steamer is the oven, and in terms of recognition, the oven is higher than the electric steamer. "In the traditional cognition, the oven is a cooking pleasure. Products, so people buy more behavior. But in the past two years, this perception is being reversed, because the actual use of electric steamer in the real life is much higher than the oven. Baking, especially baking, involves a lot of meals After the meal, such as hair, face, dressing, etc., this kind of fun can be even one, but it is impossible every day. In comparison, the electric steamer can be used every meal, can be cooked or Heating, to a certain extent, replaces the function of the microwave oven, and has a good taste and health." At present, the domestic oven grows at a dozen points per year, and the annual compound growth rate of the electric steamer reaches 30% or more. The rapid steaming and roasting machine increased by 180% in 2017.†Rao Jianan calculated an account for us. “At present, the price of single-function electric steamer is between 5000-9000 yuan. The oven is similar. If you add a single order Steamed, single-baked products, at least
Light life, light diet
“Actually, the electric steamer is a product that everyone is interested in or needs, but hesitates when actually buying it.†Rao Jianan believes, “After all, in terms of price, the entry price of 5,000 yuan is for the average family. However, from the industry big data and user research, he is full of confidence in the future of electric steamer. "In my case, my wife and I are both wage earners, eating at the company at noon, generally not at night. Cooking, if you are really hungry, you will buy some 'clean dishes (semi-processed finished dishes)' from the convenience store, steam them with electric steamer, quickly solve the problem and enter leisure time, such as fitness, reading, including my colleagues and many The subjects of the survey are all living like this, unless there is an old man at home who helps with cooking."
"In addition, as with many 80s and 90s, everyone is more inclined to the light diet of Western life in daily life. For example, a wife and a Hunanese, a Hunanese, are not spicy, but only limited to the restaurant. Diet we are more focused on lighter and healthier."
“And, young people nowadays, unless they really like to study cooking, it is still very troublesome to cook. They are more willing to use heart-saving and labor-saving cooking utensils. Just like open fire cooking, everyone can cook, but It’s another matter to speculate. In summary, the rise of young consumer groups is changing the traditional kitchen system. The convenient, healthy, worry-free and labor-saving electric steamer is an important supplement to the kitchen life. Replace traditional cooking methods with some people."
However, Rao Jianan also believes that the promotion of electric steamer is largely determined by the lifestyle habits and eating habits of the consumer groups. “From the perspective of purchasing behavior, the electric steamers in East China and South China, which like light diet, sell the best. The southwestern region where heavy oil is fried is relatively poor."
In addition, Rao Jianan judged that starting from 2018, the starting price of electric steamer may enter the downside range. The basis for making this judgment is that the number of brands entering the field is increasing. From the perspective of the growth of single products, from the early stage of birth In the introduction period, the price is higher, so as to ensure that a few brands have sufficient profit margins for market development and basic technology development; once entering the growth period, the number of imported brands and funds will increase, and universal innovation technologies will increase, and the cost of consumption will increase. Down, the price enters the down-stage; once it enters the mature period, all major brands have basically established their own core technologies, product shipments have increased rapidly, profits have fallen; and into the recession, they have entered a period of intense reshuffle and oligarchy, profits have been very thin. For the electric steamer, it is currently in a state between the introduction period and the growth period. It is reasonable to maintain a higher gross profit, and the price will show a downward trend as the market matures in the future. â€
Pressure evaporation highlighting heterogeneity
According to Rao Jianan, as a professional kitchen appliance brand, Vantage has been listed as the first generation of steamer products since 2014, and has continuously increased and focused on the continuous research and development of steamers. With the company's strategic slogan of 'Smart + Fashion', 2017 embedded kitchen power accelerated layout. A new brand new embedded product line has been built, which has been completely self-produced since last year. â€
As a latecomer, “have the worldâ€, either possessing heterogeneous technology or having a price advantage, as a high-end smart kitchen electric appliance brand, Vantage electric steamer products have their heterogeneous selling points focused on our expertise, including “pressureâ€. Steaming technology.
At present, other mainstream brands of electric steamers focus on high-temperature steaming, and the main oils are precipitated, such as raising the steam temperature to 110-120 °C. And Vantage combined with the living habits of the Chinese people, made targeted product research and development, considering that Chinese people like to use pressure cookers, they will integrate the electric steamer with the pressure cooker. By adding “micro-pressureâ€, you can speed up the cooking process, shorten the time, and help lock in nutrition. In terms of cooking effect, it is much better than the non-pressure electric steamer. For example, many people like trotters and tendons can steam very softly. In addition, considering that not every dish is suitable for pressure steaming, the user can select the switching pressure function. â€
In addition, Vantage found in the user communication that the product with the knob can help the user to quickly select the desired state, which is more popular; Vantage has 39 smart menus covering the East, South, West and North daily dishes, and the user can get started. Easy; at the same time, the Vantage electric steamer has a large inner tank volume and can steam 2-3 dishes at a time. “Considering the different cooking curves required for each layer of dishes, and the odor problem.â€
This year, Vantage has introduced a number of new products with pressure steaming functions, which are unique in design, appearance, craftsmanship and technology. “In addition to the introduction of pressure steaming function, our new products are greatly improved in terms of electronically controlled auxiliary heat and residual water collection. The taste of cooking food will be better; in addition, the new products will be more fashionable and technological in design. The details of the craft reflect the connotation of the brand. In the production of new products, we pay special attention to this point. From material selection to every stitching and gap, we are constantly improving. This is also the 'artisan spirit' that we carry out in the production process. On the inner liner, we have adopted an easy-to-clean material to increase the volume. In short, we will always solve the user's pain points as the direction of our product development and design." Rao Jianan said.
He also talked about his own experience in the product development process. "Electric steamer is not complicated in terms of structure, but the difficulty lies in electronic control. It is not only a process of heating and steaming, but also a good taste and good color. The quality is good, the more dimensions are considered, the harder the underlying control logic is, and it requires a lot of experimental arguments. All of our cooking menus, each dish must be tested repeatedly to achieve the best food taste. It takes three months, Some test engineers are therefore fatter."
At present, Vantage focuses on the embedded market in the field of electric steamer. “There are some simple desktop steamers on the market. Although the price is low, the actual experience is far less than our professional embedded steamer. Moreover, the countertop area of ​​the Chinese kitchen. Valuable, in contrast, embedded products save space. In the future, embedded will become the mainstream of consumption, on the electric steamer, and so on other products."
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