The use of the term "big ups and downs" to describe the partial baking desktop micro-steaming market in 2020 to 2021 is more appropriate, the new crown epidemic as the "killer" of most industries, but in 2020 for the baking class micro-steaming series of products to send Dongfeng, so that the penetration rate of a series of products related to baking has been greatly improved, especially the third and fourth-tier markets have been rapidly popularized, the heat has continued until the beginning of the 21st year, but with the resumption of work and production of consumers, the "home economy" continues to weaken, The development of the industry has gradually returned to calm, and the negative growth brought by the high base has become inevitable. According to Aowei Cloud Network (AVC) omni-channel push total data shows kitchen desktop micro-steaming and baking series products (including: desktop single-function electric oven, desktop single-function microwave oven, desktop single-function electric steaming box, desktop steaming and grilling machine, desktop micro-steaming machine, desktop micro-steaming and grilling machine) a total of 6 categories omni-channel 9.68 billion yuan, down 21.6% year-on-year, retail sales of 21.58 million units, down 27.1% year-on-year; online retail sales of 7.61 billion yuan, down 21.0% year-on-year, retail sales of 19.07 million units, Down 25.1% year-on-year; Offline retail sales were 2.08 billion yuan, down 23.7% year-on-year, and retail sales were 2.51 million units, down 39.3% year-on-year. The overall overview of 2021 is the following six points:
Inventory 1: The desktop market will fall below the scale of 10 billion in 2021
Reason 1: Single-function products mainly include desktop single-function electric ovens and desktop single-function microwave ovens, of which microwave ovens are the core of desktop series products, and the overall performance of the industry is relatively stable, but with the continuous improvement of market saturation and the limitation of single-function heat sources over the years, the market development is weak. For electric ovens, 20 years of high overdraft is the main reason for this year's decline, coupled with the relatively low frequency of use of electric ovens, update iterations are also slower, resulting in a significant decline in the overall market.
Reason 2: Although the rapid development of composite machine products, especially steaming oven products have received great attention from consumers and various brands, because of the high price, large footprint, the popularity of the product itself and the threat of integrated stove steaming and grilling machine replacement, etc., it also limits the rapid development of composite machine products.
Therefore, under the dual effect, desktop products fell below the scale of 10 billion for the first time in 2021.
Inventory 2: Offline market "lack of strength"
With the rapid development of the Internet and the drive of live e-commerce, the proportion of small ovens and microwave oven products with low average prices has increased year after year. Offline market, after the sharp decline of the line affected by the epidemic in 2020, this trend has not recovered in 2021, the year-on-year decline continues, at present, there is basically no power to return to heaven, the current offline main sales products are basically high-priced composite machine products, the face of the group is also mostly silver-haired groups, in the face of the status quo How to do a good job of double-line integration has become an important issue for various enterprises. From the data point of view, this year's online is also relatively tragic, but it is expected that after the overdraft weakens in 2022, it will usher in a warm-up, and the "freezing point" is only a short-term phenomenon.
Inventory 3: Steaming and Grilling Machine Development, "Ice and Fire Dual Heaven"
From the perspective of the various classifications of desktop series products, composite machine products are still the mainstream products that consumers pay attention to, functional integration, multi-purpose, saving space for a small kitchen, in addition, the gradual penetration of Western-style catering culture has also made consumers fall in love with baking, which is widely welcomed by consumers. From the perspective of the four mainstream desktop categories, the better performer is the steaming and grilling machine. Fire: Mature product function development, integrated integration, high brand participation, large promotion effect, and broad market development space. Ice: The rapid development of embedded products and integrated stove steam oven products poses a great threat to table steamer ovens, so from 2021 onwards, products continue to be affected by external influences, and the overall performance is unsatisfactory.
Inventory 4: The average price of desktop products has increased across all channels
On the whole, the average price of Taiwanese micro-steamed baking products has increased, which is obviously related to the increase in the proportion of composite machine products, followed by the continuous rise in raw material prices, which has led to a significant increase in the average price of ovens and microwave ovens. However, for the composite machine category, the online price does not rise but falls, and the main reasons for the analysis are 1, the average price of the product itself is high. 2, the head structure is unstable competition fiercely sacrificed price. However, the year-on-year decline has gradually narrowed, and the competitive price war of various enterprises has slowed down.
Inventory five: the price war slowed down, pushing up and selling new obviously
Raw material prices are rising, the overall market is facing a high base background of sluggish demand, enterprises urgently need to adjust the development strategy to face the unfavorable factors of the market, pushing up and selling new is the top priority, from the Aowei cloud network (AVC) monitoring data show that whether online or offline, each category has shown a significant high-end and the new product market share has increased significantly compared with 2021. Hopefully, this benign development can be sustained.
Inventory six: the demand for baking has been upgraded, and the demand for product specialization has been improved
The epidemic has accelerated consumers' awareness of baking products, making the penetration rate of products increase rapidly, while consumers have also changed from the past to positioning desktop micro-steaming and baking products in the ordinary household basic cooking needs to the professional configuration of baking cooking, up and down baking + hot air + direct injection steam, as well as such as easy-to-clean coating liner, double hot air upgrades, are in the ability to improve baking, so that products have more ability to take into account professional household ovens. For brands, product specialization upgrades are imperative.
On the whole, the three functions of micro, steaming and baking are very useful for consumers, and the future market development space is huge, especially the all-in-one machine products. Then in the face of the current market difficulties, such as making micro-steaming and grilling machine products more mature, creating unique selling points for Desktop, and the integration of online and offline development are all important issues that enterprises urgently need.