Kitchen appliances open a new door to the consumption upgrade category and become the "new favorite" in the era of consumption upgrade

After the living room, the kitchen has gradually become another space that demonstrates taste and personality. In this space to show cooking skills, users not only need a healthy and smoke-free cooking environment; they need to diversify the cooking skills of baking and steaming; they need to free their hands. If the tableware "bowl" is reborn; it also needs to save space and cost as much as possible.

Because of this, there is a market when there is demand, and many highly representative and highly targeted kitchen appliances have emerged, opening new doors to categories after consumption upgrades, and becoming the "new favorites" in the era of consumption upgrades.

Dishwasher, a hot category that has recently taken off

In the past two years in China, when talking about the most popular kitchen thing, the first thing that people can think of is the dishwasher.

Kitchen appliances open a new door to the consumption upgrade category and become the "new favorite" in the era of consumption upgrade

As an imported dishwasher, after a round of localization, it is more adapted to Chinese families in terms of capacity and structure. It not only frees hands, but also removes pesticide residues in fruits and vegetables. It can be said that it has both practical functions and health benefits. to make. The most important thing is to meet the urgent needs of the younger generation and middle class to improve the quality of life at the same time. This is also the driving force behind the popularity of dishwashers.

According to statistics from the third party in the market, from January to November 2017, the market sales growth rate of domestic dishwashers increased rapidly by 97% on the basis of last year's 103% market growth rate. GFK (China) statistics show that in 2017, the terminal retail market of dishwashers is expected to exceed 5 billion yuan.

Kitchen appliances open a new door to the consumption upgrade category and become the "new favorite" in the era of consumption upgrade

Compared with the nearly 80% penetration rate in developed countries in Europe and America, China's current penetration rate in large and medium-sized cities is still less than 5%. For the domestic market with a huge base, the growth space it can release in the future is enough to recreate a kitchen appliance industry.

Built-in steam oven, the optimal combination of functional space

Built-in kitchen appliances are another popular category after the rise of the kitchen economy. Among them, the embedded steamer oven is the most prominent, which has become the pioneer category of embedded kitchen appliances, and is the first to enter Chinese households.

Kitchen appliances open a new door to the consumption upgrade category and become the "new favorite" in the era of consumption upgrade

According to data from Zhongyikang: from January to June 2017, among the embedded kitchen appliances, the retail sales of steam ovens reached 1.17 billion yuan, the retail sales growth rate was 104.9%, and the retail sales reached 188,000 units. The growth rate of electrical products is second only to built-in dishwashers.

Compared with single-function microwave ovens, ovens and other kitchen appliances, the emergence of built-in steaming ovens, on the one hand, has achieved multiple functions to lock food moisture and nutrition; on the other hand, it has achieved the maximum space utilization required by the overall kitchen化. It can be said that the emergence and popularization of embedded kitchen appliances are constantly changing people's lifestyles and allowing consumers to have more forms of cooking fun, which constitute the product logic that can be popular in China.

Integrated stove, first choice for open kitchens

And when it comes to the multi-function and space-saving characteristics of one machine, another emerging kitchen appliance has to be mentioned-the integrated stove.

With the upgrading of consumption and the continuous optimization of products, the integrated stove has developed from being unnoticed at the beginning to a kitchen appliance integrating hood, gas stove, disinfection cabinet, steamer, oven and other functions.

Kitchen appliances open a new door to the consumption upgrade category and become the "new favorite" in the era of consumption upgrade

Compared with the traditional three-piece set, the suction vent design of the integrated stove is closer to the cooktop, so that the smoke extraction rate can reach more than 95%, which is much higher than that of the traditional smoke stove, and the smoke exhaust method of side suction and lower exhaust is also more trending. For environmental protection. It satisfies the popular trend of the 85th and 90th generation's generation of kitchen appliances for the decoration of open kitchens.

And compared with the built-in steaming oven, one of the "new favorite" appliances, it is a built-in integrated stove product. It has been developed from the original disinfection cabinet to optimize the function, and now has the oven version and the most popular one. The integrated stove of the steamer type is not much more functional than embedded appliances.

In 2017, the scale of the integrated stove market reached 1.5 million units, and the retail sales exceeded 10 billion yuan. Even when the kitchen appliance market experienced a slowdown in growth at the beginning of 2018, integrated stoves are still favored by institutions and industry insiders, attracting large kitchen appliances and even home appliance companies like bosses, Midea, and the industry has shown huge investment and growth. potential.

The new favorite electrical appliances are assembled, and the Martian enters the modern kitchen

Inventory of the hottest kitchen appliances nowadays, they have in common in the convenience of humanization, integrated functionality and meet people's upgrade needs for health and environmental protection.

Obviously, companies sitting on these "new favorite" products naturally have the prerequisites to become the hottest company nowadays. Martian is undoubtedly one of the most typical and most competitive companies.

Kitchen appliances open a new door to the consumption upgrade category and become the "new favorite" in the era of consumption upgrade

First of all, in its most advantageous product category-integrated stoves, Martians are favored by the industry and consumers. Represented by the X7 launched in 2012, it is not only the first product that won the German IF Gold Award and the German Red Dot Award in the Chinese kitchen appliance industry in 60 years, but also the Martian’s most popular "machine king" product. An average of 57 out of 100 integrated stoves come from the contribution of X7.

Secondly, under the aesthetic trend of integrated and embedded kitchen appliances, the Martian pioneered the X2 steam box integrated stove in 2015, which overcomes the pain points of the independent embedded steam box, such as small capacity and complicated operation. At that time, it opened up another new functional category for the entire integrated stove industry, leading the trend of upgrading and iterative upgrading of the functions and structures of the subdivided industries.

Kitchen appliances open a new door to the consumption upgrade category and become the "new favorite" in the era of consumption upgrade

At the 2018 semi-annual meeting that ended shortly before, the Martian once again carried out product innovations, bringing Chinese consumers the third-generation dishwasher-the integrated dishwasher D7. Compared with the previous traditional built-in, sink-type dishwashers, the third-generation dishwashers developed by the Martian after three years are more reasonable and rich in structure design, and fully innovatively applied to the integration of multiple kitchen functions.

Kitchen appliances open a new door to the consumption upgrade category and become the "new favorite" in the era of consumption upgrade

The new product D7 includes ten parts of dishwasher, disinfection cabinet, drying cupboard, water softener, residue processor, cupboard, drain basket, cutting table, fruit and vegetable/seafood washing machine, sink; it also has a residue crushing and washing system , Adsorption type double fruit and vegetable purification system and kitchen integrated cleaning center three core technologies and a number of humanized designs. In the future, Martian will continue to introduce waste disposers, water purifiers, built-in ovens and other related categories to continue to expand product advantages.

The advent of the integrated dishwasher is undoubtedly a milestone event in the history of Martian development, and as more and more "new favorite" kitchen products enter the residential kitchen life, Martian is accurately grasping the trend of future kitchen development trends. At the same time, it also heralds the strategic plan for marching into the modern integrated kitchen, and the Martian has entered a substantial new stage of development.

Kitchen appliances open a new door to the consumption upgrade category and become the "new favorite" in the era of consumption upgrade

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