Department store| Five important concerns about the development trend of kitchenware industry
据Department storeWith the acceleration of the pace of people's life and work, the increase in the number of single people, the miniaturization of family size and the rapid development of food delivery services, have brought a great impact on the market demand for small kitchen appliances industry and open fire kitchenware industry。For example, the multi-functional needs of users under the fast pace, and the small volume of goods under the single population。Especially in 2020, under the influence of the new coronavirus epidemic, the channel layout of open fire kitchenware has been stimulated and accelerated, and the retail share of online platforms has increased significantly. In 2021, due to the repeated impact of the epidemic, rising raw material prices, low consumer confidence and other multiple factors, the online growth has also been slightly weak。According to the online monitoring data of AVC, 2021M1-10 kitchenware categories (wok, enamel pot, pressure cooker, pot set, hot pot, frying pan/pan, milk pot, casserole, kettle, soup pot, steamer) total 11 categories of retail sales of 67.800 million yuan, an increase of 1.3%;Retail sales were 50.5 million units, down 2.6%。So what are the trends in the online kitchenware market in the year after the epidemic？Here are five points:
Kitchenware category segment market growth rate is more obvious
With the differentiation of purchase demand brought about by the age difference of consumer groups and the differentiation used in diversified scenes, the subcategories in the kitchenware category have been widely favored by consumers since 2021, among which the online ranking is the pressure cooker's total retail sales increased significantly year-on-year.0%, the main core reason for the significant increase in the total retail volume of this category is the sharp decline in the price of pork, and the pressure cooker is the direct supply of consumers to stew meat, also in the kitchen appliances, small appliances, meat crusher category has also been favored by consumers, especially in the third and fourth tier cities。Ranked second is enamel pot, the total retail sales increased by 23.2%, enamel coated cast iron pot, referred to as enamel pot, fast heat conduction, uniform heat, good thermal insulation performance。Although the enamel pot is heated more slowly than the ordinary pot, it can maintain a steady heat when it is heated and can be maintained with a very low fire。After turning off the heat, the pot body will stay warm for a long time。Although the pot body is heavy, it is well sealed。In addition, it is important to note that the enamel outside the cast iron layer can be set into a variety of colors and different shapes to look beautiful and exquisite, showing the quality of life。
The price segment is moved up by layers, and the proportion of high-end kitchenware is increased
According to the online monitoring data of AVC, the total retail share of 0-99 price segment of kitchenware decreased, moved up to 200-399 price segment, and the total retail share increased significantly 3.In addition, the share of total retail sales of 800+ goods also increased slightly by 0.7%.
The safe and durable stainless steel material is very popular
The Department Store found that among all product materials of cookware, stainless steel materials showed an increase in the total retail market share in the cumulative data from January to October 2021.0%。The increase in the proportion of stainless steel wok materials is usually the best-selling of honeycomb anti-stick wok products from the source to solve the pain points of consumers worried about sticking POTS。The core impact on the cookware wok market is material upgrading，High quality 304 food grade stainless steel or 316L stainless steel embodies a certain degree of safety and durability;In addition, honeycomb structure products have better thermal conductivity，Promote uniform heating，Good experience for users;and，Main brands have participated in the market competition on new products，Promote the steady development and progress of the market。
The online market is highly competitive and new products account for a high proportion
Compared to the small household appliances category，The development process of online channels for cookware is relatively slow，The COVID-19 pandemic in 2020 has forced some consumers to choose online channels，And for the cookware industry，Online has certainly become a whole new battlefield，Online because consumers have a wider range of choices，It is very important that the product is original and unique，According to the cumulative data of AVC 2021M1-10 online, the average monthly share of new wok products in the core category of cookware is 13.7%, and the average monthly share of new small kitchen electric rice cookers with better progress online is 12.6%, it can be seen that the new competition on the online products of the cookware market is particularly fierce。
The use of cookware by backpackers is promising to open up the market
Department store said that in recent years, as the number of tourists continues to grow, tourism derivative products are also increasingly hot, such as portable electric kettles, portable hanging irons, portable shavers and a series of portable products have ushered in the love of consumers。According to McKinsey's March 2021 Consumer Travel Preferences Survey，45% chose outdoor scenery，This was followed by 41 percent who preferred beaches or resorts，Thus can be seen，People are looking forward to getting more outdoor sports based on nature，Therefore, the demand for cookware for knapsack customers is also constantly improving，It is expected to become the next segment favored by consumers。