With the improvement of the economic foundation, the importance of Chinese users to the kitchen has gradually increased, and the kitchen, which represents one of the important dimensions of family life quality, has also ushered in a new enthusiasm.
With the changes in the consumption structure of residents, the mainstream consumer groups are also showing a trend of youthfulness, and the emerging kitchen appliances category is experiencing explosive growth. Emerging products such as electric ovens, steam ovens and dishwashers are rapidly gaining momentum, and consumers are shifting from simply pursuing product usability to pursuing high-end, intelligent products.
Since 2014, the kitchen appliance industry has become the fastest growing category in the home appliance industry. This industry upgrade is also the most direct performance of consumption upgrades. According to the data of the Prospective Industry Research Institute's “Production and Sales Demand and Investment Forecast Analysis Report of the Kitchen Appliance Industryâ€, the scale of the kitchen appliance market reached 66.6 billion yuan, 74.3 billion yuan and 84.6 billion yuan in 2014-2016, with an average annual growth rate of over 10%. The growth level is higher than the overall home appliance market.
The emerging categories for the kitchen are mainly due to the rapid growth of embedded market segments, taking the electric oven and dishwasher market as examples. The market size of embedded electric ovens and embedded dishwashers in 2017 reached 2.07 billion. 2.14 billion, the year-on-year growth rate was 24.6% and 116.0% respectively. At the same time, the near-suction type has the best performance in the submersible category of the range hood, and the market share has increased from 42.3% in 16 years to 45.3% in 17 years. The intelligent penetration rate of embedded kitchen appliances has gradually deepened and the share has gradually increased.
The kitchen appliance industry will continue to maintain steady growth momentum. There are two main reasons: after the real estate dividends gradually disappear, the consumption upgrading trend and consumer demand continue to upgrade and iterate, the new products eliminate old products and promote the development of kitchen appliances; second and third lines The tremendous kinetic energy provided by the development of urbanization, especially in the case of low household kitchen electrical product holdings, the increase in urbanization rate and the gradual release of rural population to urban demand, plus the main force of consumption after 80 and 90 The military has driven the rapid growth of kitchen appliances.
The transformation and upgrading of products combined with the current environment of consumer upgrades, the overall trend of the kitchen and bathroom industry has continued. According to the average retail sales share of the four segments, the market is divided into four markets: low-end, low-end, mid-to-high-end, high-end, etc., based on the 2015 high-end market price points, the high-end market of the entire industry. The share is increasing year by year. Taking the smoke stove as an example, the retail volume share of the 4,570 yuan price in the past three years was 12.4%, 15.5%, and 20.1%, respectively. At the same time, the overall market average price of the 17-year double-11 hood increased by 5.1%, of which the near-suction type The average price of the range hood has increased the fastest, up 6.3 percentage points year-on-year, and the trend of high-end is obvious.
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