Introduction：The high-end market has become an important engine driving the recovery of household appliances
The report on China's home appliance market in 2021 released by China Electronic Information Industry Development Research Institute shows that in 2021, China's home appliance market will fully recover, and the retail scale will reach 881.1 billion yuan, with a year-on-year increase of 5.7%, basically returning to the level of 2019 before the epidemic. Among them, consumption upgrading activates the high-end market, which has become an important engine to pull China's home appliance market out of the trough quickly.
So is the kitchen electricity market. For example, in traditional household appliances, products with larger size, larger capacity and higher quality, such as large screen TVs and multi door refrigerators, are favored; Among the emerging household appliances, the demand for integrated water purifiers and integrated stoves for clean hot water is more subdivided, and the products with improved quality continue to sell well.
The improvement of living conditions, the transformation of lifestyle and the upgrading of consumption concept are reshaping the Chinese kitchen. Industry experts believe that the kitchen electricity market presents three major trends of "full health, new wisdom and integration".
In 2021, the kitchen electric appliance industry presents several characteristics: first, the concentration of head enterprises is becoming higher and higher; Second, the sales volume declined but the unit price increased; Third, the overall market continues to maintain a certain growth trend; Fourth, upgrade to intelligence.
In this regard, insiders pointed out: "at present, the kitchen electric appliance industry is also facing some challenges, including the impact of the epidemic on offline sales, and the squeeze on the profits of the industry due to the large rise in the cost of raw materials. In order to survive, kitchen electric products seek to develop to high-end, but raising prices requires improving quality, which puts forward higher requirements for technological innovation, product design and environmental protection indicators."
In this context, how should Chinese kitchen electric enterprises explore new growth points? Sun liming, vice president of Fangtai group, said that only by paying full attention to basic scientific research and fundamentally breaking technical barriers can we promote the sustainable development of kitchen electricity industry. Overcoming key core technologies and realizing "innovation confidence" plays a vital role in building the benchmark and standard of China's kitchen electricity in the future.
In order to achieve more innovative breakthroughs, Fangtai group recently reached a framework agreement on cooperation intention for the transformation of space technology achievements with the news and publicity Center of the National Space Administration. In the future, it will carry out joint research with the National Space Academy, and plans to open space technology cooperation in two to three product lines within this year to achieve feasible results. In addition, Fang Tai and China Household Appliances Research Institute have also led the formulation of the technical specification for the evaluation of fume absorption effect of range hood, redefining the new standard of "no smoke".
In the context of consumption upgrading, the market demand for kitchen electricity also presents the characteristics of multi-level and diversification. Hurun Optics Valley's 2021 special report on healthy homes for high net worth people in China shows that 43% of respondents no longer regard cooking as a simple cooking activity, but a family activity to get along with, relax and serve their families. At the same time, there is a high demand for reasonable storage planning and design and the cleanness and tidiness of the table. The design that pays attention to aesthetic design, reflects the intelligence of science and technology and has a strong sense of use experience is favored.
According to the data, in 2021, high-quality, high-value, low-energy, intelligent and integrated household appliances will grow rapidly in all channels.
Recently, yunmi Technology launched the whole house intelligent "family bucket", including air conditioners, refrigerators, washing machines, range hoods, water purifiers, laser cinemas and other new high-end artificial intelligence products, and comprehensively overweight the layout of the high-end whole house intelligent market. The previous day, Huawei also launched a new generation of whole house intelligent solutions, including smart door locks, smart portable speakers, mobile phones, computers and other new smart terminals.
"The kitchen electricity industry also takes the upgrading of sets of products as the main selling point to enhance its competitiveness and market share." Industry insiders said that at present, the leading enterprises in the kitchen power industry are becoming more and more concentrated, and consumers pay more attention to brands. If kitchen power enterprises want to improve their market competitiveness, they also need to make efforts in product design innovation and intelligence.