Release time: 2019/05/27 Views: 0
Provide insights into kitchen appliance consumption trends through big data, provide a more instructive reference for promoting industrial upgrading and transformation, and help healthy China develop with healthy kitchen appliances;
Insight into the four major trends of current kitchen appliances consumption, and surrounding the five dimensions of environment, tableware, ingredients, cooking and water, transform the healthy trend of kitchen appliances consumption upgrade into more instructive quantifiable features, The structural upgrade provided strong data support;
New youths, represented by the 80s and 90s, have become the main consumers of current kitchen appliances.
Tmall big data shows that in 2017, over 60% of consumers who purchased kitchen appliances were aged 35 and below. As a generation with unique personality and charm, they love life and family, are full of passion and ideals, and have shaped the new trends and trends of current consumption. They are the new youth;
New youths prefer healthy kitchen appliances, and the kitchen carries their healthy and happy living attitude
More and more young people are willing to release the pressure of work and life through cooking and build close relationships with family and friends. The penetration rate of kitchen appliances, which are closely related to kitchen health, reached more than 44% among new young consumers. Among them, dishwashers for cleaning fruits and vegetables, tableware, built-in steam boxes with high-temperature locks, and range hoods that do not run smoke are more welcomed by new youths.
New youth's needs for kitchen health are comprehensive and cover the entire cooking process
In response to this healthy kitchen survey, Fang Tai proposed five research areas: environment, tableware, ingredients, cooking, and water, and the big data mining of kitchen electricity consumption for new youth groups found that their needs for kitchen health have fully covered these five dimensions , Pay attention to the kitchen health of the whole cooking process.
For example, in terms of cooking health, the new youth group pursues balanced nutrition and stays away from high oil and fat. Therefore, "steaming" has become a popular cooking method. In 2017, the sales of embedded steamers on Tmall platform increased by 55%.
In terms of water health, new youths are welcomed for cleaning equipment to remove fruit and vegetable residues and water purification equipment to ensure the health of drinking water. The sales growth of dishwashers was as high as 71%, which fully shows the importance of new youths on the cleanliness and health of ingredients, water and tableware.
In terms of environmental health, as a guardian of environmental health, range hoods have received special attention from new youth groups. But with big data insights, they no longer simply focus on parameters such as air volume, but instead focus on more effective health functions such as non-smoke, easy cleaning, silent, intelligent suction and discharge;
At the same time, new youths are paying more and more attention to the cleanliness and storage of tableware, the preservation of ingredients, and the removal of fruit and vegetable residues. Tmall's big data insights also found that new youths are pursuing more convenient and efficient cooking operations and prefer smart products.
The rise of new youth consumer groups has promoted the diversified development of kitchen appliances ecology
The rise of new youth consumer groups, especially in terms of their health needs, has provided catalysts for the innovation of kitchen appliances and the ecological diversity of kitchen appliances. Tmall data shows that compared with the same period of last year, from January to August 2018, the growth rate of products such as dishwashers, built-in microwave ovens, built-in electric steam boxes, built-in electric ovens, and smart range hoods was better than average. Among them, the sink dishwasher integrating sinks, dishwashers and fruit and vegetable purifiers, the sales growth rate reached 166%, becoming a dazzling star in the dishwasher category. As range hoods and gas stoves are just-in-demand kitchen appliances, online channels still maintain a high growth trend.
Facing the concentrated demand for health of young consumers, the high-end kitchen appliance brand represented by Lebang has made an early deployment in the field of kitchen appliance health, using "do not run smoke" as the core standard for the health quality of the range hood, and continuously passing technological innovation Promote product iteration and comprehensively improve the environmental health of Chinese home kitchens. In recent years, innovative categories such as sink dishwashers and embedded steam microcomputers have been successively launched, which have successfully driven the trend of healthy consumption and become the main driving force for the growth of kitchen appliances;
In the field of kitchen air environment health, Lebang Electric has greatly improved the environmental health of Chinese kitchens; in the field of tableware cleaning and food health, we have developed a sink dishwasher that is suitable for Chinese household kitchen appliances and has dual cleaning effects of food and tableware; In the field of healthy cooking, Lebang combined modern lifestyle with traditional cooking techniques, and brought more modern healthy cooking appliances such as smart steamers to urban young people who are pursuing fast-paced and high-quality life.
Data show that in the past three years, the scale of the kitchen appliance market has continued to grow by more than 10%. After sustained high-speed development, the current kitchen appliance industry has entered an adjustment period. The kitchen appliance market will accelerate industrial concentration, and the upgrading of the industrial structure is urgent. LeBang will start a healthy kitchen consumption trend study in 2019, aiming to accurately understand the current demand trend of kitchen appliances for the main population of kitchen appliances consumption, promote technological innovation in the field of kitchen health, and help the kitchen appliance industry upgrade;
Tuan Xun, a market research expert at the Tmall New Product Innovation Center, believes that the needs of new youths for kitchen health have become important guidelines for upgrading the structure of kitchen appliances and category innovation. As new youth consumer groups continue to improve their awareness of kitchen health, the health demand for kitchen appliances will become more and more diversified. There will be more healthy kitchen appliances with more categories and functions in the market, and kitchen appliances consumption will be fully healthy. The era of kitchen consumption.