Induction cooker function pushes new sales growth

In the past few years, the domestic induction cooker industry was caught in the quagmire of stagnant technological innovation, saturated market demand, and sluggish industry growth. However, through the "cultivation" of technology, today's induction cookers have made breakthroughs in terms of functionality and appearance, and they have begun to receive renewed attention from consumers. The induction cooker market is picking up.

Sales growth is encouraging

June 3, 2013 was a milestone for Midea's induction cookers. After 10 years of rapid development, Midea's induction cookers have grown from scratch, from the first to the 100 millionth, and have achieved great success. When the sales volume of Induction Cooker in the United States reaches the level of 100 million units, the induction cooker industry is also picking up. According to related reports, in the years of recession in the cooker industry, there have been as many as 1,000 companies that have disappeared.

The survey data also reflected signs of market recovery. According to a survey conducted by the Champ Consulting, since the beginning of March and April of this year, domestic sales of induction cookers have increased by more than 10% compared with the same period of last year. According to data from the National Bureau of Statistics, China's current market potential for induction cookers reaches 70 million to 80 million units, and the market capacity exceeds 10 billion yuan.

Of the many factors that have prompted the Induction Cooker market to recover, the most critical is technological innovation. Ma Gang, deputy general manager of Midea Electric Appliances Division and general manager of domestic marketing company, said at the launch ceremony of his 100 millionth product that Midea’s cookers are always striving for excellence in technology, quality, and consumer insights. Gained market recognition.

According to industry insiders, today's induction cookers have changed not only from technology to appearance, but also because these changes in technology make the use of induction cookers more convenient and make consumers experience more comfortable, so the induction cooker is gradually being Many consumers accept it.

Another factor that promotes the growth of induction cookers is the development of new markets. It is understood that the market competition between the first- and second-tier induction cookers is becoming more intense and the market is facing saturation, and it is difficult for public brands to seize more shares. Relative to the stagnant state of the primary and secondary markets, the current purchasing power of the tertiary and tertiary markets began to become prominent. Faced with the rapid growth of the three-four-tier market, Midea, Pentium kitchen appliances, Hisense and other home appliances giants have focused on the layout.

According to the person in charge of the Pentium Marketing Department, from March to May 2013, Pentium Induction Cooker launched a nationwide distributor “Spring Broadcasting Campaign” and launched more than 100 dealer conferences in the 3rd and 4th level markets. Its 3rd and 4th level regional distributions spread to North China and East China. , South China and other nearly 60 three or four cities.

Features continue to push new

"The stir-fried effect is particularly good, and it also saves electricity. Now that the daughter wants to get married, she also buys her one." "Natural gas has grown so much, and electricity is cheaper. The key is that the cooker has fried, fried, steamed, fried, etc. Functionality, ease of use, and saving energy, but not "... These are the consumers' evaluations of the induction cookers that the reporter had heard during the interview. It can be seen that the current users are very satisfied with the function of the induction cooker.

The reporter visited the Beijing home appliance store and discovered that almost all of the induction cookers now have a stir-fried function. According to the sales staff, the stir-fried function is to adapt to Chinese-style cooking programs and to simulate traditional Chinese home cooking. Just press the stir-fry button, it only takes 3 seconds to easily reach the fire stir-fry request, instant firepower up to 2400 watts, and can accurately control the heat, the cooker continues to run for 3 minutes, it will automatically enter the medium-fire stir-fried stage to 2000 The power of the tile continues to run, and the firepower continues to be guaranteed, so that consumers do not need to worry about the firepower problem.

According to business data, in April 2013, the power consumption of mainstream products in China's Induction Cooker market remained at 2100 watts and 2000 watts, and the cumulative attention rate exceeded 90% of the entire market's attention, reaching 90.3%. What differs from March is that the percentage of attention for the 2,100 watts of power in the month continues to rise, reaching 72.8%, up 3.6% from March, and the proportion of attention for 2000 watts of power is 17.5%, which is somewhat lower than in March. This fully shows that Chinese consumers have a higher demand for firepower when cooking, and the function of the stir-fry just adapts to the demand, and also brings about the sales of Induction Cooker.

Induction cooker is not only a firepower in the change of function, because the traditional electromagnetic oven will produce electromagnetic radiation when heated, in recent years, the third generation of environmentally friendly non-radio electric kitchen utensils "black crystal furnace" gradually arise. In the past, there was a need for specially equipped cooking pots to be used in conjunction with induction cookers. This forced many families to buy more pots, resulting in many consumers simply not using induction cookers. Now with the change of function, the induction cooker does not pan out, which greatly facilitates the use of consumers.

Induction cookers first emerged from the United States and were introduced to China. The heating method of traditional induction cookers only meets the requirements of European and American cooking. After many years of localization, the induction cooker has been fully adapted to Chinese-style cooking, which has also made it more acceptable to more consumers.

The longer the shape, the more beautiful

The reporter visited a number of stores in Beijing and found that the US, Pentium, Galanz, Joyoung, Supor and other brands put their latest ultra-thin induction cooker, only 2-3 cm in thickness, about 1/3 of the traditional induction cooker, and the color It is also very vivid, not like a kitchen stove, but rather a stylish electronic product.

According to experts, the Induction Cooker's light and thin line will become the trend of future development. After the electromagnetic oven is thinned, not only the appearance is more beautiful, the operation is also more convenient, and it is easier to be moved, which is more in line with the consumer's aesthetic trend and consumption habits. In addition, the unit price of the ultra-thin induction cooker is higher, and it has greater profit margin than traditional induction cookers, which is also a major driving force for manufacturers to put them into mass production.

So, after the induction cooker is thin, will it affect its heat dissipation? According to reports, the ultra-thin induction cooker has made great improvements in exhaust ventilation. For example, the use of high-powered fans and outlets with different structures makes the fan less space and volume required, and the efficiency of heat dissipation is even higher. Many manufacturers have also made improvements in the internal construction module of the induction cooker, which enables thinner and more powerful induction cookers to be realized.

According to statistics from Midea in December 2012, the proportion of shipments of ultra-thin induction cookers in 5000 stores in the United States accounted for 90%. Pentium ultra-thin induction cooker, stir-fry Wang induction cookers are also very popular.

From sales, it can be seen that the ultra-thin electromagnetic oven is more liked by consumers. Ultra-thin can be said to be the most dazzling fashion trend of the current induction cooker, the reporter also saw an induction cooker in the market, although the shape is not as beautiful as ultra-thin induction cooker, but it is very characteristic, it changed the tradition of induction cooker flat panel , It adopts the middle concave design to meet the requirements of Chinese style round bottom cooking pot.

Induction Cooker from the function to the appearance are changing, these changes to meet the consumer's aesthetic and demand, sales are also hot up, and all this subtext is that only the combination of technology and consumer needs can make the product into the consumer life.