Release time: 2019/05/27 Views: 0
Insights into kitchen appliance consumption trends through big data, providing a more instructive reference for promoting industrial upgrading and transformation, and helping healthy China develop with healthy kitchen appliances;
Insight into the current four trends of 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 80s and 90s have become the main consumers of current kitchen appliances
Big data from Tmall 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. Kitchen appliances, which are closely related to kitchen health, have a penetration rate of more than 44% among new young consumers. Among them, dishwashers for cleaning fruits and vegetables, tableware, built-in steamers with high-temperature locks, and range hoods that do not smoke are even more welcomed by young people.
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 major research areas: environment, tableware, ingredients, cooking, and water. Big data mining of kitchen appliances 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, cleaning equipment for removing fruit and vegetable residues and water purification equipment to ensure the health of drinking water are welcomed by new youth. The sales growth of dishwashers has reached 71%, which fully shows that the young people attach great importance to 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 parameter indicators such as air volume, but instead focus on more effective health functions such as non-smoke, easy cleaning, mute, and intelligent suction;
At the same time, new youths are paying more and more attention to the cleanliness and storage of tableware, the preservation of food ingredients, and the removal of fruit and vegetable residues. Tmall's big data insights also found that new youths are more in pursuit of 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. The range hoods and gas stoves, as rigid kitchen appliances, still maintain a high growth trend in online channels.
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 range hoods, 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 cleansing and food health, we have developed a sink dishwasher that is suitable for Chinese home kitchen appliances and has dual cleaning effects of food and tableware; In the field of healthy cooking, Lebang combines modern lifestyle with traditional cooking techniques, and brings 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 kitchen appliance industry has now entered an adjustment period. The kitchen appliance market will accelerate industrial concentration, and the industrial structure upgrade 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 consumers 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 young people for kitchen health have become important guidelines for the upgrading of kitchen appliance product structure and category innovation. With the increasing awareness of new youth consumer groups on the health of the kitchen, 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. The era of kitchen consumption.