Range hood and gas stove (hereinafter referred to as smoke stove products) are the "first needs" products of China's kitchen and the "leading brother" in the development of China's kitchen appliance industry. Even in 2022, when the market size has not changed, tobacco and stove products still occupy half of China's kitchen appliance market.
2022 is a difficult year for tobacco products. As for the external environment, the continued operation of raw material prices, the market pressure on the market macroeconomic remains unabated, the real estate market is frustrated, and the demand for home appliance consumption are all directly affecting the market trend of traditional tobacco products. The attributes of strong installation have further amplified the repeated impact of the epidemic. At the same time, after entering the era of stock, competition from within the industry cannot be ignored. Integrated stoves are rising strongly, and they divide up a lot of consumption demand that originally belonged to tobacco stove products. According to the data from Aowei Cloud Network, from January to September 2022, the omni-channel retail sales of tobacco products were 33.6 billion yuan, a year-on-year decrease of 8.6%; the omni-channel retail sales of integrated stoves reached 19 billion yuan, and increased by 5.4% year-on-year. One decline and one rise reflects the very different development trends of the two.
Faced with the existing market, the "leading brother" tobacco and stove products are working hard to overcome all obstacles, reshape the industry's development with high-end, and embark on a new journey.
Under the main tone of shape change, the positioning and transformation of range hoods
After years of development and popularization, range hoods have become the first product among kitchen appliances to enter the stock market. According to the data from the " China Statistical Yearbook 2021", as of the end of 2020, the number of range hoods owned by Chinese residents per 100 households was 60.9 units, of which 82.6 units were urban residents and 30.9 units were rural residents. Although the popularity is far less than that of Dabai Electric, which has already "full level", considering China's current urbanization level and residential structure, range hoods have actually entered a development stage where stock replacement demand is mainly for new stocks.
range hood is an imported product and is also the most thorough and successful kitchen appliance product for Sino-Chinese transformation. From the original European thin products to today's ultra-thin near-absorbing products, the changes in product forms not only intuitively reflect the development history of range hoods in China, but also carry the continuous technological innovation of China's kitchen appliance industry over the years. At present, the range hood has become more abundant in the form of product . In addition to traditional Chinese, European, and side-sucking products, the emergence of ultra-thin near-sucking, top-side double-sucking, sinking lifting and other product types has enriched consumers' shopping choices. For example, Bosch brand, a subsidiary of Bosch Home Appliances, introduced sinking lifting range hoods into the Chinese market, not only adopting a disruptive and recognizable sinking design style, but also freeing up more kitchen space.
"The development of traditional kitchen appliances in recent years has shown a new development hotspot. Taking range hoods as an example, we launched the industry's first near-sucking cabinet hood. Through product form and structure innovation, it provides consumers with more 'good, good-looking and clean' products. Once it is launched, it has become a hot product." Pan Yezhao, general manager of offline marketing of Vatti Co., Ltd., told the "Electrical Appliances" reporter. The change in the product form of
is just a manifestation of the innovation of range hood technology "informed" and ultimately it is for the core functional services of the product. Even the lifting function that attracted attention adopted by the Fangtai intelligent lifting range hood, which was launched in 2017, is fundamentally intended to achieve better oil fume absorption and exhaust effect through the support of intelligent technology.
From the perspective of product technological innovation directions of major brands in recent years, the role of range hoods in kitchen space has changed, and are transforming from a defender of kitchen air quality to a manager of kitchen space environment, and even being given the responsibilities of a smart kitchen scene center.
This transformation is closely related to changes in consumer demand. In the past, consumers' performance demand for range hoods was mainly focused on "clean", which promoted the industry's continuous upgrade of functions such as large suction and self-cleaning. Nowadays, on the basis of "purity", people still look forward to "quietness". The popularity of high-volume products has improved the air quality of Chinese kitchens, but has also brought unfriendly environmental noise to users.This is contrary to the general trend of open kitchen and the higher pursuit of Chinese consumers for quality of life. For this reason, the range hood industry has taken noise reduction as its R&D direction and product selling point in recent years, and low-noise products have gradually become a trend in the market. The "China Home Appliance Health Trend White Paper" shows that nearly half of the range hood products use "silence" as the main selling point of sales. Brands such as Haier , Fangtai , Vatti , and boss have a large number of products in the silent field, with more than 40 products on sale.
At the same time, intelligent technology is widely used in product upgrades of range hoods. In terms of suction and discharge function, the application of sensing technology not only realizes smoke and stove linkage, but also enables range hood products to accurately match air volume according to the implementation of public flue. Siemens 5D ring range hoods, Haier range hoods equipped with effective wind technology and other products have this capability. Some companies have put range hoods into the whole-house smart scenario to think about it, giving products new roles such as security and indoor air improvement. For example, through AI-LiNK, A.O.Smith uses the "" range hood as a central ventilation device, connecting the air conditioners, exhaust fans and various fresh air treatment equipment in the home to jointly improve the indoor air quality.
is aimed at the younger generation of consumers. Many range hood companies have also added online recipes, gesture control, smart entertainment and other functions with a sense of technology and entertainment to the products, making cooking easier and creating a healthy kitchen, a comfortable kitchen, and a smart kitchen in all aspects.
has more possibilities, the future of household stoves
In the kitchen appliance space, the presence of gas stoves seems to be as strong as that of range hoods. At the press conferences of major brands, the technological innovation of range hoods is usually the part that is rendered with heavy pen and ink, while gas stoves are often brought in just a few PPTs. In fact, the advantages and disadvantages of gas stoves directly affect the progress of the cooking process, especially for Chinese cooking with the habit of open fire and stir-frying.
The gas stove market in 2022 is also cold. According to GfK China Yikang, from January to September 2022, the retail sales of gas stove market was 16.2 billion yuan, a year-on-year decrease of 10%. In order to leverage the existing market, the gas stove industry is also moving towards the high-end. The upgrade directions mainly include large firepower, safety, low-carbonization and intelligence. Taking Haier's versatile pot anti-dry burning gas stove as an example, this product adopts GEA vortex three-dimensional oxygenation technology, which can achieve broadband firepower of 0.3kW~5.0kW, which can meet the cooking needs of various dishes. It also has a 5-fold safety guarantee design and anti-dry burning technology, which allows users to feel more at ease while improving the cooking experience. In terms of safety improvement, intelligent anti-dry burning technology has been increasingly used. Once the sensor detects a temperature abnormality, it will automatically cut off the gas supply, thereby reducing the fire risk caused by dry burning . At present, the popularity of anti-dry burning technology is gradually increasing, and has become the standard configuration for high-end stove products. The improvement of
combustion technology has always been the direction of upgrading gas stove products. After the "dual carbon" goal was proposed, the trend of low-carbon development of gas stoves became increasingly obvious. Many corporate leaders said in an interview with the "Electrical Appliances" reporter that the regular inspection and timely update of gas stoves can not only effectively avoid the safety problems that may be caused by over-term service, but also improve energy efficiency at the terminal and achieve low-carbon life.
It is worth noting that the status of gas stoves as the main equipment for home cooking in China is facing challenges. First of all, electric stove is entering Chinese families. Many friends around the reporter of "Electrical Appliances" have replaced the gas stove with an electric stove. When talking about the reasons, safety, beauty, easy to clean, good smart experience, and conform to personal eating habits are mentioned frequently. Secondly, electrified products such as steam oven, air fryer , multi-function pot, automatic cooking equipment, etc. provide more choices for Chinese home cooking. As Wu Yi, director of Galanz Home Appliances Marketing Headquarters, said, whether it is traditional or emerging products, the key to achieve breakthroughs is to be closely related to the most mainstream consumer demand.
Nowadays, a new generation of consumer groups is emerging, and higher kitchen experience requirements, more westernized eating habits, and healthier lifestyles may affect the future trend of household stoves.
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