Every year, Pantone, an international color forecasting agency, announces popular colors, such as flower blue, coral orange, ultraviolet, and grass green...... But no matter how time passes, it is undeniable that black, white and gray are timeless classics.
Sometimes, a classic can still be "reinvented" to set off a new wave. We found that in the past two years, the white series has invariably become the favorite of many kitchen appliance companies, making the new products more "white and translucent", and becoming an important upgrade option in appearance innovation.
Generally speaking, the changes in the fashion elements of the product have projected the trend of mass consumption towards aesthetics, but after all, color is just a stepping stone to the market.
The emotional value of being provoked, white kitchen appliances have become a trend
According to CBNdata's "Generation Z Consumer Attitude Insights" data, compared with pre-90s and post-90s consumers, post-95s pay more attention to the appearance of products when buying kitchen appliances, and nearly three-thirds of post-95 consumers believe that high appearance is the TOP5 purchase factor.
Growing up in the Internet era, young consumer groups have more personalized needs and more trendy aesthetics, driven by this demand trend, the kitchen appliance track has entered a new round of "beauty revolution".
In the past, dopamine, Maillard, macaron, Morandi, competed to lead the way. Nowadays, white is all the rage. Nowhere was this more evident than in the AWE2024 in March this year.
In this large-scale exhibition, which is known as the vane of the world's home appliances and consumer electronics industry, we see that in terms of product color, most kitchen appliance brands have invariably chosen black and white that can make consumers feel elegant and quiet, especially some white simple style items, with a rounded and angular-free appearance design, so that consumers feel a strong sense of comfort.
For example, Vantage has released a variety of new products with pure white color matching with the theme of "Clean Future", bringing a three-dimensional cleaning solution for space and putting forward the concept of "white technology";
Bosch exhibited the "Swan White" series of kitchen appliances, abandoning the stereotypical color palette and using aerospace-grade ultra-pure glass, which blends pure white into a transparent panel to create an elegant kitchen space with swan white. Hisense kitchen appliances have brought"Hisense White",Covering white products, including hoods、Stoves、Dishwasher and other categories。
Previously, such as the jade white shape of Wanjiale water heater and the "white lover" smoke stove set in Rinnai, have also become the eye-catching classic color scheme of AWE products.
At the exhibition, integrated stove companies such as Martian, Meida, Shuaifeng, Senge and other integrated stove companies also exhibited a variety of white integrated kitchen appliances. For a time, white became the wind.
In fact, white, as a classic color, is not only pure white and milky white in the impression, but also can derive some "variants", add some elements, and repackage to better arouse the emotional value of consumers.
The product design director of Martian introduced the company's new product X5Pro integrated stove to us at AWE, and said that this new product chose a color called "smoke apricot white". "This is our unique and innovative warm white series, the purest white tone and some warm colors, will give people a gentle poetic sense, with the natural bionic aesthetics of the swan neck shape of the product nose, can create a soft elegance."
At the end of April, Robam Appliances released the "Salt Set" G1 series on Douyin Super Product Day, inspired by the clean Chaka Salt Lake in Qinghai, and gave the kitchen appliance set the texture of "sea salt white".
As Ms. Chen Wenjuan, general manager of Robam Appliances, said: "The salt kitchen is not only a cooking space, but also a relaxed and casual lifestyle, a refreshing, elegant and non-greasy salt life attitude.
It can be seen that under the proposition of white, enterprises can give a variety of product definitions, which is not only the change of color appearance, but also has begun to advance to the integration of home scenes, catering to emotions, and shaping brand stylization.
It is hard to applaud, and the market feedback compatibility is not good
Consumer groups, represented by Generation Z, are increasingly looking forward to the traditional kitchen space and moving towards a new kitchen that integrates humanistic aesthetics, happiness and refinement.
By unleashing a unique fashion aesthetic that is soft and bright, it is a place for the kitchen that embraces thousands of hearts. Obviously, white - can bring a simple and clean look and atmosphere, in the eyes of many young consumers, especially female users, having a white kitchen also fulfills their "princess dream".
However, the dual satisfaction of emotional value and functional value is obviously the most satisfactory result after the two-way rush of enterprises and users. In the end, consumers still vote with their feet, and the market side is used as the judging standard, and the "white" kitchen appliances are facing the reality of "applauding but difficult to applaud".
Through the search of social grass planting platforms, we can find a lot of user feedback such as this. Some users said that the main reason for the overturning of white kitchen appliances is the inconsistency between white and white, especially many cabinets, which cannot be consistent with the white of kitchen appliances, which will make the pure white kitchen have a "sense of disillusionment".
Some users believe that the pain point of white kitchen appliances is that they are not resistant to dirt, such as white smoke machines, which increase the frequency and difficulty of deep cleaning under the smoke and fire of fierce fires.
In general, color difference, poor matching, cleaning, etc., have become the industry and pain points between "good-looking" and "easy-to-use". The so-called "ideal is very plump, reality is very skinny". White kitchen appliances for kitchen decoration are not so easy for consumers to control.
The person in charge of sales of Deyi Zhijia said bluntly, "Judging from the monitored sales, the market does not recognize the white package, and there are few offline sales, mainly online." ”
In his view, the reason why the brand pushes white is mainly to expand the various color extension strategies made by the system and the overall kitchen concept, "In fact, the sales of traditional split kitchen appliances in the color are still dominated by black and stainless steel. ”
There are two sides to everything, in this regard, Bu Jinsheng, general manager of Jiage intelligent kitchen appliances, believes that from the advantage side, white can indeed be used as a serious homogenization of kitchen appliances at the moment, an innovative path for enterprises to pursue rejuvenation, especially in the case of the same black and stainless steel color as the main color, white can play a role in making people shine, and the store display can also play a more unified image and a more high-end role, so as to attract people and increase the length of stay in the store.
At the same time, he also admitted that in fact, consumers are looking at white and buying less. "Because, the threshold for white craftsmanship is not high; More importantly, white emphasizes a match, if you pursue simple European decoration, pastoral light color, with white will look good. However, in the new Chinese, American or other decoration styles, white is the mainstream color of cabinets, but it is not the mainstream color of kitchen appliances. It's hard to get along. ”
The pain points exposed by the market, these similar problems, in fact, are not only white, gray, and other highly saturated colors, are "treated equally". This also explains why black is still the base color that is difficult to shake in large kitchen appliances.
In any case, the white style of breaking the circle is still a positive attempt of enterprises, which allows us to see more possibilities in the aesthetics of kitchen design. From this point of view, it also takes courage to break the monotony and break the routine.
In the future, if white and other non-mainstream kitchen appliances are to go further and smoother, brands need to listen more to the voices of users and market depth, take into account more functional value, strengthen the cleaning attributes of products, and think about how to achieve real integration in a larger kitchen scene, so as to bring users a longer and more practical kitchen experience.
Write at the end:
A pure and pure white, can be transformed into a variety of product interpretation, kitchen appliances color rich changes, in our opinion, are the kitchen appliance industry and consumer groups grow together products, it not only enhances the added value and competitiveness of products, but also for consumers to draw a better picture of kitchen life.
With the continuous expansion of young consumer groups and the deepening of consumption upgrading, the color research of kitchen appliances is bound to continue, and users will continue to meet the dual expectations of emotions and functions.