In the past few years, with the upgrading of consumption, the emerging kitchen appliances represented by dishwashers, embedded ovens, built-in steamers, and embedded microwave ovens have experienced explosive growth.
Consumption upgrades have also led to industrial upgrading, and many brands have begun to flood into these industries. According to the monitoring data of Avi Cloud (AVC), in the case of dishwashers, the number of overall market manufacturers increased from 25 in 2015 to 69 in the first half of 2018, and the online TOP3 brand share decreased from 92.5% in 2015. By 77.4% in the first half of 2018, the offline TOP3 brand share fell from 98.2% in 2015 to 88.8% in the first half of 2018.
Although the overall growth rate of emerging kitchen appliances slowed down due to the impact of the real estate market in the first half of 2018, the growth rate was still higher than that of traditional kitchen appliances. According to Omni Cloud (AVC) omnichannel monitoring data, in the first half of 2018, the retail scale of emerging kitchen appliances (including dishwashers, embedded microwave ovens, embedded steamers, embedded ovens) reached 5.5 billion yuan. It increased by 20.1% year-on-year. The retail sales of dishwashers was 2.43 billion yuan, a year-on-year increase of 38.2%, the retail volume was 510,000 units, an increase of 37.8% year-on-year; the retail value of embedded electric ovens was 1.48 billion yuan, an increase of 13.5% year-on-year. 225,000 units, an increase of 8.8% year-on-year; embedded electric steamer retail sales of 1.45 billion yuan, an increase of 5.9%, retail sales of 227,000 units, an increase of 5.9%; embedded microwave oven retail sales of 160 million yuan , a year-on-year decline of 2.9%, retail sales of 50,000 units, an increase of 3.1%.
From the perspective of industrial development, emerging kitchen appliances are currently in the growth stage, and improved demand has released growth potential. At this stage, the entire industry is in a period of rapid growth. Although the industry growth slowed in the first half of 2018, in the long run, the future development trend is worth looking forward to.
Embedded and sink dishwashers lead the industry
Overall, the dishwasher is the fastest growing category in the emerging kitchen appliance market in recent years. According to relevant data, from the growth rate, the annual compound growth rate of domestic dishwasher retail sales reached 84% in 2012-2017; from the scale, before 2013, the domestic dishwasher sales volume was basically 3.5 per year. - 50,000 units. In 2013, this figure rose to 76,000 units. Since then, sales have risen. By 2017, the retail volume of dishwashers has grown to 985,000 units, and the retail sales reached 4.33 billion yuan. Quality consumption upgrades and product localization innovations have injected a steady stream of energy into the development of the dishwasher industry.
In terms of market, Avi Cloud (AVC) monitoring data shows that the retail sales of embedded dishwashers and sink dishwashers in the offline market account for a large proportion, of which embedded dishwashers accounted for 47.8% of retail sales. The retail sales of sink dishwashers reached 39.6%, the retail sales of dual-use dishwashers reached 8.8%, and the retail sales of vertical dishwashers accounted for 5.2%.
From the average price change, the average price of the sink dishwasher and the dual-use dishwasher increased significantly, while the average price of the vertical dishwasher showed a slight decline. Avi Cloud (AVC) monitoring data shows that the average price of sink dishwashers increased from 7,643 yuan in the first half of 2017 to 7,493 yuan in the first half of 2018, the average price increased by 3.9%, and the average price of embedded dishwashers was From 5,758 yuan in the first half of 2017 to 5,935 yuan in the first half of 2018, the average price increased by 3.1%, and the average price of the dual-use dishwasher increased from 4,274 yuan in the first half of 2017 to 4,654 in the first half of 2018. Yuan, the average price rose by 8.9%, and the average price of vertical dishwashers dropped from 2,726 yuan in the first half of 2017 to 2,694 yuan in the first half of 201/8.
In terms of the number of dishwashers, the offline market is still dominated by 6 sets and 8 sets. According to the monitoring data of Avi Cloud (AVC), 6 sets of retail sales accounted for 47.0%, 8 sets of retail sales accounted for 31.5%, and 13 sets of retail sales accounted for 14.3%. From the perspective of average price, the price of 6 sets, 8 sets and 13 sets is relatively large. The average price of 6 sets of dishwashers has increased from 6509 yuan in the first half of 2017 to 6859 yuan in the first half of 2018, 8 sets of washing. The average price of bowls increased from 5,175 yuan in the first half of 2017 to 5,394 yuan in the first half of 2018. The average price of 13 sets of dishwashers rose from 5,609 yuan in the first half of 2017 to 6,077 yuan in the first half of 2018. The average price of 12 sets of dishwashers dropped slightly.
From the point of view of the online market, the online dishwashers are mainly embedded and vertical, and the prices of embedded and embedded dual-use products are obviously rising. According to the monitoring data of Avi Cloud (AVC), the online retail sales of embedded dishwashers accounted for 37.2%, the retail sales of vertical dishwashers accounted for 28.3%, and the retail sales of dual-use dishwashers. The proportion was 20.6%, and the retail sales of sink dishwashers was 13.9%. From the average price point of view, the average price of the sink dishwasher is the highest. In 2018, the average retail price reached 6,845 yuan, a slight decline compared with the same period of last year. The average price of the embedded dishwasher was 4,378 yuan, compared with the same period last year. 1.3%, the average price of the dual-use dishwasher is 3,627 yuan, and the average price has increased by 4.6%.
In terms of the number of dishwashers, the online market is dominated by 6 sets, 8 sets and 13 sets. Among them, 6 sets of retail sales accounted for 35.5%, 8 sets of retail sales accounted for 31.8%, and 13 sets of retail sales accounted for 20.4%. From the perspective of average price, the price of 6 sets and 13 sets is relatively large. The average price of 6 sets of dishwashers has increased from 3,365 yuan in the first half of 2017 to 3,603 yuan in the first half of 2018. The price rose from 4,061 yuan in the first half of 2017 to 4,405 yuan in the first half of 2018, while the average price of 8 sets and 12 sets of dishwashers declined slightly.
Overall, although the growth rate of the dishwasher market slowed in the first half of 2018, the market potential is huge in the future. First of all, from the perspective of consumption, as the main scale of the formation of young consumer groups and the middle class continues to expand, the current mainstream consumer concept gradually presents the characteristics of pursuing quality, paying attention to experience, and paying attention to the value of the face. Along with the rhythm of modern people's life and gradually accelerating, more and more consumers are eager to get rid of the heavy domestic work outside of work, free their hands to enjoy more leisure time. In terms of market penetration rate, compared with developed countries and regions such as Europe and the United States, the penetration rate of China's dishwasher market is about 1%, which is far lower than 60-70% of the market in Europe and the United States. The development prospects are worth looking forward to.
Although the outlook is promising, the Chinese dishwasher market still needs to increase investment in innovative R&D, strengthen consumer education, improve product-related services, improve industry standards, and even encourage and support national policies.
Embedded composite machine becomes a bright spot
In terms of embedded micro, steaming and roasting, from the offline market, the proportion of embedded microwave ovens and embedded electric steamers in the small-capacity retail sales declined significantly, while the embedded electric ovens also appeared in the middle-segment retail sales. Sliding down.
Specifically, the Avi Cloud (AVC) monitoring data shows that the retail sales of embedded microwave ovens in the 20L capacity segment of the offline market in the first half of 2018 fell from 24.6% in the first half of 2017 to 15.5% in the same period of 2018. The same is true for the embedded electric steamer. The volume of retail sales in the capacity segment of 35L and below has declined. Especially in the 26L and 35L capacity segments, the 26L segment retail sales accounted for 32.4% from the first half of 2017. It fell to 19.5% in the same period of 2018. The proportion of retail sales in the 35L segment fell from 20.3% in the first half of 2017 to 10.8% in the same period in 2018, while the retail sales in the capacity segment of 40L accounted for the first half of 2017. It rose to 2018% compared to 2018. It can be seen that the expansion of embedded microwave ovens and embedded electric ovens has become a trend.
In the embedded electric oven, except for the significant decline in the proportion of retail sales in the 50-60L capacity segment, the proportion of retail sales in other capacity segments is not obvious.
In addition to the popularity of single-function products, embedded composite machines (micro-steaming, steaming, micro-roasting, etc.) are gradually gaining favor from the market due to the influence of Chinese kitchen area. According to the monitoring data of Avi Cloud (AVC), the growth rate of the steaming function laminating machine and the micro-steaming function laminating machine is the most obvious in the offline market. The retail penetration rate of the steaming function laminating machine has increased by 67% year-on-year. The retail penetration rate of the steaming functional multi-functional machine increased by 421% year-on-year. The micro-baked and micro-steamed composite machine retailer penetration rate has declined in different degrees.
From the price segment, the under-line composite machine market, micro-steaming, steaming function composite machine generally higher price, the price of mainstream products are more than 8,000 yuan, while the price of micro-baked and micro-boiled function composite machine covers a large area. Among them, the mainstream products of micro-bake function laminating machine are priced between 3000-6000 yuan, and the price of mainstream products of micro-boiled function laminating machine is between 6000-8000 yuan.
In the online market, Avi Cloud (AVC) monitoring data shows that embedded microwave ovens and electric steamers have declined in small capacity. The retail sales of embedded microwave ovens in the 20L capacity segment fell from 24.1% in the first half of 2017 to 10.3% in the same period of 2018. The proportion of retail sales in the 25L capacity segment increased from 71.4% in the first half of 2017 to the first half of 2018. 80.1%. In terms of embedded electric steamer, the data showed that the proportion of retail sales in the 22L and 26L segments decreased slightly, while the proportion of retail sales in the 30L, 34L, 40L and 56L segments increased significantly. It is not difficult to find that whether it is offline or online, the expansion of embedded microwave ovens and embedded electric ovens is obvious, and large capacity has gradually become a trend.
In the embedded electric oven, the monitoring data of Avi Cloud (AVC) showed that the embedded electric oven dropped more in the middle capacity segment, and the proportion of retail sales in the 40-50L capacity segment fell from 20.3% in the first half of 2017 to 2018. In the first half of the year, 17.7% of the 50-60L capacity segment retail sales fell from 16.8% in the first half of 2017 to 10.4% in the first half of 2018.
In the embedded composite machine, the online market, micro-bake function, micro-steaming function, steaming function and micro-steaming function machine increased across the board, among which the growth of the steaming function compound machine was the most obvious, and the proportion of retail sales in the first half of 2018 It reached 45%, an increase of 222%, and the micro-steaming function machine was not bad. The retail sales accounted for 5%, an increase of 478%.
From the price point of embedded composite machine, the micro-steaming machine is still mainly based on the price of 2500 yuan, and the price of steam-bake compound machine in the price range of 4000-6000 yuan is the highest, while in the micro-steaming machine, the high-end The price segment is expanding.
In general, the emerging kitchen appliances as a product upgraded in kitchen appliances consumption, compared to the traditional kitchen appliances (smoke stoves), the penetration rate is very low. However, with the improvement of people's living standards and the attractiveness of the emerging kitchen power industry, the scale of the emerging kitchen power market will continue to grow steadily.
Aowei Cloud Network (AVC) predicts that the retail sales of dishwashers will reach 6.56 billion yuan in 2018, up 50% year-on-year. The retail volume will reach 1.471 million units, up 53.4% ​​year-on-year; the retail size of embedded electric ovens will reach 3.23 billion yuan. , a year-on-year increase of 10.4%, retail sales will reach 557,000 units, an increase of 6.8%; embedded electric steamer retail sales will reach 3.73 billion yuan, an increase of 9.6%, retail sales will reach 589,000 units, an increase of 9.5%; The retail sales of embedded microwave ovens will reach 340 million yuan, down 1.0% year-on-year, and retail sales will reach 107,000 units, an increase of 2.1% year-on-year.
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