In recent years, the growth rate of the kitchen appliance industry has slowed down, but the integrated stove market has been soaring. Nail Technology noted that although the average price of many brands of integrated stove products is close to 10,000 yuan, the entire market is still in a hot state.
According to the data of Aowei Cloud Network, from January to July 2021, the sales volume of the integrated stove offline market increased by 57.44% year-on-year, and the sales volume increased by 71.85% year-on-year; the sales volume of the online market increased by 21.3% year-on-year, and the sales volume increased by 38.98% year-on-year.
It is not difficult to see from the data that Nail Technology believes that the integrated stove market in 2021 presents two major characteristics: first, the overall market is growing rapidly, and the growth rate leads the entire kitchen power industry; second, unlike the rapid growth of the online market of many home appliance categories, the offline market of the integrated stove is growing faster than the online market.
There is an inherent logic behind the trend. Nail Technology believes that the above characteristics reflect that the integrated stove is still in the dividend period of market popularization, but at the same time, the sales are mainly in the three- and four-level market, and the offline market with high unit price and heavy experience is more explosive than the cost-effective online market.
Nail Technology noted that from the Aowei Cloud Network 1-7 months integrated stove sales best-seller list, in the online top 50 models, the Martian family occupies 10 seats, is the biggest winner. Meida, Rongfei, Mingqi, Okuda, and YUKIDA have 5, 4, 4, 3, and 3 models respectively on the list.
Among the top 50 models sold offline, the Martian occupies 12 seats, Meida has 8 products shortlisted, and Midea, Shuaikang, SAKURA, and Fadio have 7, 6, 5, and 4 products respectively.
The best-selling list also basically reflects the competitive landscape of the integrated stove market. Nail Technology noted that at present, in the integrated stove market, martians have surpassed meida and become the industry boss.
Specifically: offline market, from January to July, the sales share of Martians was 19.57%, an increase of 9.75% year-on-year; the United States was 15.62%, down 1.38% year-on-year. In the online market, from January to July, the sales share of Martians was 16.27%, an increase of 4.91% year-on-year; the sales share of meida was 4.78%, down 0.9% year-on-year.
Overall observation, Nail Technology believes that with the entry of more brands, especially the entry of professional kitchen appliances companies such as Fangtai, boss, Vantage and other comprehensive home appliance giants such as Haier and Midea, the integrated stove market will also bring about changes in the channel structure and brand pattern while doing large-scale, so in the future, whether it is the current leading Martians, or the meida that is gradually retreating but the strength is still there, or the brands with certain first-mover advantages such as Senge and Yitian will face greater and greater competitive pressure, for them, Seeking diversification on the basis of specialization will be an inevitable development choice. (Nail Technology original, reprint must indicate the source: Nail Technology Network)