Looking back on the epidemic years, the coffee machine market may be one of the categories that exploded rapidly driven by the general environment. In the case of poor sales of small kitchen appliances as a whole, the performance of the coffee machine market is outstanding. In the first quarter of this year, in the overall downturn of the kitchen and bathroom small appliance market, the coffee machine market still maintained a stable and positive trend.
According to the data of Whale Staff, the comprehensive sales volume of coffee machines in the online market (Jingdong + Tmall + Taobao) in the first quarter of this year exceeded 400,000 pieces, with sales of nearly 700 million yuan, an increase of 4% over last year. At present, the average market price of coffee machines is about 1,600 yuan, which is higher than the same period last year.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
From the existing consumer insights, there will be the following development trends in the coffee machine market in the future:
Domestic brands seek breakthroughs
At present, overseas coffee machine brands such as De'Longhi and Philips occupy a dominant position in the domestic market, and the online market share has also reached about 35%. The development of domestic brands in the field of coffee machines is relatively lagging behind, but from the perspective of growth, domestic brands are also trying to break through technical barriers, accelerate the layout, and improve competitiveness.
For example, the domestic brand Gemilai accounted for about 6% of the online market in the first quarter of this year, but its sales increased by more than 150% compared with last year. There is also Little Bear, with sales up 50% year-on-year and sales up 25%.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
The product is intelligent and multi-functional
Consumer demand for coffee machines has evolved to become more diverse.
In terms of the type of coffee machine, semi-automatic/fully automatic coffee machines are gradually becoming popular because of their ease of operation. In terms of product functions, smart coffee machines with intelligent grinding and extraction, temperature control and other functions meet the diverse needs of consumers in terms of efficiency, quality, and taste. In some outdoor scenarios, small/portable coffee machines are also selling well.
In the list of best-selling products, we can intuitively feel this trend. In the high-end market, products such as the second generation of S semi-automatic, Delonghi LattePro fully automatic, Delong S3Pro automatic and Gemilai CRM3145 double pupil semi-automatic are selling well, and the sales of a single store are more than 6.8 million yuan. In the low-end market, models such as Philips Black Pearl EP1221, Moqiao K1 Small Libra, Panasonic NC-A701, and Mijia Capsule Coffee Maker are more popular and suitable for beginners. For outdoor scenes, the bear coffee pot and Supor pour-over pot are more cost-effective.
*The data comes from Whale Staff (obtained and counted from public sources, and the data is for reference only)
There is no doubt that the coffee machine industry is in a phase of rapid development. With the improvement of people's living standards and the increasing acceptance of coffee culture, the demand for coffee machines continues to grow. Therefore, brand enterprises need to find the right positioning, identify consumer trends, and continuously improve their own strength in order to better respond to market challenges and opportunities.
The data of Whale Staff comes from public channels, and the data acquisition and statistics may be incomplete, which is for reference only.
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