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People's Daily Online released the "2013 China Kitchen Electric Industry White Paper" on December 11. Among them, People's Daily's data on the kitchen electricity market survey shows that cooking kitchen appliances have the highest market share; the development of water purifiers has entered a period of rapid development.
It is reported that the People's Network survey includes a total of 9 kinds of products, including gas stoves, range hoods, disinfection cabinets, dishwashers, microwave ovens, induction cookers, electric baking pans, ovens and water purifiers. Nearly 20,000 netizens interviewed, the main age group is 21-45 years old, accounting for 85.5% of all respondents, including men aged 30 or so and monthly income of 5000-10000 yuan. The main user groups of People's Network, mainly civil servants, middle and senior management personnel, white-collar workers. A total of 17,523 valid questionnaires were collected in this survey.
According to the survey results, the current household ownership rate of heating kitchen appliances is the highest, and the most important heating type of kitchen appliances, that is, gas stoves, has a possession rate of more than 99%. At the same time, the household hood rate is 98%. The induction rate of the induction cooker is still 80%, which is basically the same as last year; the retention rate of the microwave oven is over 90%. The high insurance rate of these two products is because the two products have entered the market for a long time, and the brand's market education work has been done more deeply. It also shows that the function of the induction cooker and microwave oven in the home kitchen is clear, and the utilization rate is not high. But it is a must-have product for the family. The current occupancy rate of the oven is just over 30%, and the current rate of electric baking pans is less than 20%. Most households do not purchase such products. This aspect shows that the living habits of young families are changing. It also shows that the electric oven baking pan brand should step up product promotion and market education, and display the use and advantages of the products to consumers in an intuitive way, or through electronic Business and other methods to further increase the penetration rate. When the induction cooker and microwave oven enter the renewal, the brand should take advantage of the business opportunity of the second purchase of the consumer from the perspective of product and brand value-added upgrade.
The dishwasher is a westernized product and there are several foundry companies in China. However, this product has not been ideal for domestic sales, mainly because the European and American dishwashers are designed to clean the platters, while the Chinese people's tableware is mainly based on bowls, which increases the difficulty of cleaning in the dishwasher. Haier has developed a high-temperature cooking dishwasher based on the characteristics of Chinese tableware and the Chinese fried and fried food habits. It can not only clean all kinds of tableware, but also achieve high temperature sterilization at 80 °C. In addition, the dishwasher consumes a large amount of water, which inhibits the desire of many middle-aged and elderly people to purchase. While advocating modern life, young people accept dishwashers even when economic conditions permit, and even some families buy each other. This survey shows that the dishwasher has a 15% possession rate. In fact, the dishwasher has a lower family ownership rate. In the next three to five years, with the continued increase in economic income after the 1980s, if the brand is properly promoted, the dishwasher will enter the family more.
The water pollution incident in the Huangpu River during the Spring Festival of 2013 once again put the issue of drinking water safety in front of everyone. In particular, the lag of urban water supply system technology, the aging of equipment, and the frequent outbreaks of various diseases of urban residents have made the products of purification products attract consumers' attention. In this survey data, the water purifier ownership rate reached 96%, which really surprised the industry. This figure does not rule out that someone mistakenly believes that the water dispenser is also a water purifier. In fact, under the joint promotion of brands and merchants, the purifier market is indeed in the stage of rapid development and growth. Among them, the proportion of water purifiers purchased by urban residents in new home decoration and secondary decoration is very high. How to make a large number of consumers of old houses that have not installed water purifiers to buy water purifiers is a huge market. This requires the brand to do a good job in product promotion, service marketing and other aspects.
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