html On August 25, Kantar Electric held a new product launch conference with the theme of "Steaming and Grilling for New Integrated Kitchen Dreamers", not only bringing a new dual hot air steaming and grilling integrated range T2E, the second generation dual hot air embedded steaming oven TD Pro Two blockbuster "cooking artifacts", and two "cleaning artifacts", the built-in dishwasher and the sink dishwasher, are also launched to sincerely create better solutions for modern kitchens from cooking to cleaning.
In the past two years, Kantar has made remarkable achievements in the field of integrated kitchen appliances. On the one hand, several integrated stoves launched by Kantar have achieved good results in market sales. The dual hot air steaming and grilling integrated stove G1E just released in May this year has won the integrated stove line from January to July 2022 as a dark horse. The top 10 new products in retail sales have played a strong role in the rise of the brand. On the other hand, just in the past June to August, Kantar has successively won the "Top Ten Brands in the Integrated Stove Industry in 2022", "Top Ten Brands in China's Integrated Kitchen Appliance Industry in 2022", "Top Ten Brands in the Integrated Kitchen Appliance Industry in China in 2022" China Integrated Kitchen Appliances Quality Bestseller Award" and other representative awards. It can be seen that Kantar is accelerating its growth in the field of integrated kitchen appliances, and consumers and the industry have highly recognized Kantar.
From being recognized by the Chinese people as "China's Steaming Oven Expert", to "China's Steaming and Grilling Expert", and then to "China's Professional Steaming and Grilling Integrated Stove Brand", how did Kantar "transform" into a breakthrough in just two or three years? What about the rising stars? The author believes that the key to Kantar's success lies in the four words "following the trend". The "trend" in this can be seen from the development trend of China's integrated kitchen appliance industry shared by Zhao Zhiwei, general manager of the Kitchen and Bathroom Division of Aowei Cloud. Take a closer look.
1
With the right time, location, and people, it is difficult for Kantar not to "get out of the circle"
As we all know, in recent years, affected by factors such as real estate market adjustments and repeated epidemics, the kitchen appliance market has suffered heavy losses, and market sales have continued to be sluggish. However, integrated stoves As a rare force in the kitchen appliance industry, it has shone brightly in the face of adverse trends, and its sales performance has been booming. According to statistics from all channels of Aowei Cloud, the kitchen appliance market fell by 1.9% year-on-year from January to July 2022, while integrated stoves grew by as much as 8.7% year-on-year. Behind this huge gap is the strong demand among consumers for integrated kitchen appliances.
It is worth noting that the market structure of integrated stoves is quietly changing. Traditional disinfection cabinet integrated stoves are rapidly shifting to steaming and baking integrated stoves. This point was focused on when Zhao Zhiwei analyzed the development trends of China's integrated kitchen appliance industry.
Looking back at 2019, the market sales of traditional disinfection cabinet integrated stoves and steaming and grilling integrated stoves are still at half, but by 2022, from January to July, traditional disinfection cabinet integrated stoves will only account for half. 23% of the sales volume, while the sales volume of the integrated steamer and grill model + independent steamer and grill model + steamer model integrated stove has reached 77%. Multiple data show that the transfer speed of this integrated stove product style is still accelerating, and what is highlighted behind this phenomenon is the explosion of consumer demand for healthy diet.
The three years from 2019 to 2021 are also the most critical three years for the development of integrated stoves. Meng Fanbo, full-time vice chairman of China Hardware Products Association , said at this Kantar new product launch conference, "From 2019 to 2021, the scale of integrated stoves has gradually grown, maintaining a sustained high growth trend, market awareness and consumer awareness. The recognition has increased significantly. During this period, it was not only the high growth based on the high base, but also the rapid explosion of steamed and grilled styles due to the upgrade of internal structure. The rise of the product has turned the integrated stove into a truly multi-functional integrated product, and it has also gradually transformed the integrated stove from a cost-effective product to a high-quality product. "
Kantar entered the integration market just when this market opportunity period came. In the field of kitchen stoves, although it has lost some opportunities as a latecomer, from another perspective, being a latecomer also makes it easier for Kantar to clear away the fog and avoid many detours. Kantar not only firmly grasped the "timing opportunity" at the critical moment of industrial development, but also perfectly applied its industry-leading steaming and baking technology, which it has honed for 12 years, to the new products of Kantar integrated stoves, thus reaping great benefits. In order to achieve a good reputation and love for the brand among the broad masses of people, it is all within reason to achieve "harmony".
2
Product innovation and technology upgrades are accelerating, and Kantar is highly in line with the general trend
In recent years, product updates of integrated kitchen appliances have been accelerating, becoming an important benchmark in the industry.
As the competition in the integrated stove market becomes more intense, brand companies are forced to speed up the development of new products. The development speed of new products in the market is accelerating. Take the rapidly growing steaming and baking integrated stove as an example. New products launched in the market from 2019 The 31 models in the first quarter of 2020 increased rapidly to 113 models in the first quarter of 2022. The speed of product updates is accelerating. At the same time, the market share of mainstream integrated stove brands has also grown from 43% in the first quarter of 2020 to 113 in the first quarter of 2022. 62%, and the market sales share is rapidly concentrating on mainstream brands.
In fact, the reason for this phenomenon is still the change of consumer demand. In the context of consumption upgrading, "sense of control" has become a new consumer preference. Consumers have increasingly higher requirements for products, especially large-scale products such as integrated stoves that are expensive, frequently used and have long product life. .
For such large-scale products, appearance design is obviously not the first factor when purchasing. Consumers are more concerned about "hard indicators".
Aowei Cloud Network survey data shows that 47% of consumers will search and compare before purchasing integrated stoves, and more than 70% of consumers will compare product functions/parameters and product technology. Product functions/parameters and product technology Big purchase indicators are the most important among consumers among all indicators. Zhao Zhiwei also clearly pointed out that has an obvious trend of healthy, quality and intelligent upgrades on the side of the product.
Huge consumer demand has forced brands to continuously increase investment in product research and development, making product innovation and technology upgrading the first priority for development. Kantar is a typical case. The brand's development process in the field of integrated kitchen appliances has vividly demonstrated the industry trend of "acceleration of product innovation".
At the end of 2020, after making full preparations, Kantar officially entered the field of integrated stoves and launched its first-generation products - Kantar steam oven integrated stove and Kantar micro-steaming integrated stove.
Before this, the industry used to regard smoke stoves as the "main body" of integrated stoves. Although integrated stoves had begun to be added to electric steamers, electric ovens, steaming and baking machines and other components at that time, these components have never been freed from integration. The status of stoves as "accessories" has resulted in such products always lacking innovation in steaming and grilling technology, and the cooking effect is unsatisfactory. Kantar's entry has brought hope to the majority of users who prefer steaming and grilling.
Relying on the technical advantages of 12 years of research in steaming and baking, Kantar has successfully created a "new species" of integrated stoves-steaming oven integrated stoves. On the one hand, the steaming and grilling technology that is one to two generations ahead of other brands has become the highlight of Kantar's two major products, greatly improving the steaming and grilling performance of the integrated stove and optimizing the user experience; on the other hand, this has also awakened the industry's awareness of The emphasis on technological innovation of integrated stoves for steaming and grilling has made steaming and grilling, like tobacco stoves, the "main body" of integrated stoves. Integrated stoves have transformed into the cooking center of Chinese families, and integrated steaming and grilling stoves have rapidly risen to become the "overlord" of subdivided categories. "Play an important catalytic role.
At the same time, the advent of Kantar's micro-steaming and grilling integrated stove has also achieved a breakthrough in the integrated stove's non-microwave function, achieved a feat of industry category innovation, and made the application of integrated stoves more three-dimensional, further improving the integrated stove's Frequency of use.
In May this year, Kantar launched the newly upgraded Kantar Steaming and Grilling Integrated Center. Among them, the all-round iteration of the Kantar Steaming and Grilling Integrated Stove G1E is undoubtedly the top priority. This is also the first time that Kantar has integrated its steaming and grilling stove into the industry. The first dual hot air technology is implanted into the integrated stove.
G1E is equipped with the industry-leading dual pulse steam system. It not only introduces Kantar's fifth-generation steam direct injection technology, which can produce rapid steam in 10 seconds, but also adopts a dual direct injection channel design to spray out twice the highly transparent steam, even if It is an ingredient that needs to be stewed for a long time, and the heat can penetrate quickly, making the food more delicious. The advanced chip algorithm helps G1E intelligently calculate the amount of steam required and accurately control the amount of water, so that the steam remains fresh, there is no water accumulation after steaming, it is not easy to breed bacteria, and it is easy to clean.
As the pioneer of dual hot air integrated stoves, G1E not only heats up faster, but also has about 20% higher thermal efficiency than single hot air products, a more uniform temperature field, about 30% better uniformity than single hot air products, and more accurate temperature control. The temperature control capability is more than 5 times higher than that of single hot air products, and it also realizes true preheat-free and "vacuum air frying". It is more convenient and faster than other similar integrated stoves, and the degreasing rate has been greatly improved.
In addition, Kantar dual hot air steaming and grilling integrated stove G1E has also been upgraded in the following aspects: it adopts a super-large-capacity hidden double water tank design, which can provide up to 100 minutes of water life for the integrated stove; design The only 80L super large one in the industry Capacity steaming and grilling chamber, the practicality and aesthetics of the integrated stove are both improved; in the part of the range hood, the 13cm golden low suction closer to the smoke source is paired with 20m³/min large air volume + 560Pa stir-frying static pressure The "King Fried" high suction power makes oily fumes disappear. Escape everywhere, the combination of fully enclosed all-copper motor and five-layer oil fume separation technology makes the range hood always new, eliminating the need for disassembly and cleaning. In the stove part, the 5.0kw turbojet fierce flame and annular energy-concentrating pure copper fire cover, porous The direct injection design complements each other, achieving faster temperature rise and more stable flame after ignition, fully satisfying Chinese households. It meets the needs of large-scale stir-frying at home, and is higher than the 61% thermal efficiency of the national standard level 1 energy efficiency, which is more energy-saving and environmentally friendly than similar products; the unique fashionable and cutting-edge dual-screen design combines the triple high-efficiency linkage of smoke stove, steaming and grilling, and waving hands in the air New control experiences such as smart control make the kitchen full of flavor and make cooking convenient and fun; integrating global With 73 cooking techniques in one, you can easily cook all Chinese, Western, Japanese and Korean cuisines.
The "2022 China Dual Hot Air Steaming and Grilling Integrated Stove White Paper" released recently highly affirmed Kantar's leading role in the industry and made this prediction, "In the future, driven by user experience needs, dual hot air steamers with the ultimate experience will Hot air steaming and grilling set Integrated stove products will also continue to grow, with unlimited room for improvement. "
On August 25, the 2.0 version of the dual hot air steaming integrated stove T2E was reborn at the Kantar press conference. In addition to continuing the advantages of the previous generation product, this This new product has also undergone major upgrades in many important aspects. Kantar once again leads the technological innovation and product innovation in the integrated stove industry, adding another fuel to the fierce market competition.
First, on T2E, Kantar's industry-first dual-drive hot air technology has been further optimized and upgraded. The new design creates an omnidirectional vortex air duct, which can quickly equalize the temperature field in the cavity, achieve more precise temperature control, and reduce temperature fluctuations. With the support of this powerful technology, T2E has an innovative "healthy double frying" function - low-fat air frying + fresh steam frying, so that delicious food can be combined with nutrition and health, and users can rest assured to satisfy their cravings.
Secondly, T2E adopts a new TAD water-free steam control system. The MCU chip accurately calculates the required water inflow, advanced self-weight drainage mechanism and Kantar patented technology bottom constant temperature heating plate, which provides a complete elimination of water accumulation in the steamer. With triple guarantee, every cooking time is truly fresh water, protecting users’ dietary health.
Third, T2E’s steaming oven is upgraded to a nano full ceramic cavity. It is understood that there are usually three types of materials for the inner cavity of steaming ovens, namely ceramic (340 stainless steel + ceramic coating), pure stainless steel (340 stainless steel), and enamel ( cold-rolled plate + enamel coating). From the perspective of comprehensive performance, Ceramic's scratch resistance, acid resistance, ease of cleaning, and rust resistance rank first, and it is currently the ceiling of the steam oven cavity. However, due to its high cost, few brands in the industry use all-ceramic internal cavities. This time, Kantar spared no expense to upgrade the inner cavity of the steam oven to nano-full ceramics, which not only prevents the risk of enamel explosion, but also overcomes the weakness of stainless steel with poor cleaning performance. It is an admirable performance that considers consumers wholeheartedly.
Fourth, in the range hood part, T2E uses the popular DC variable frequency motor, which makes the exhaust speed reach more than 20m³/min, and the peak static pressure is as high as more than 1000Pa. The suction power is much higher than the general integrated stove products on the market. With the surging power it provides, even when frying chili peppers, the oil smoke can be sucked out instantly. At the same time, T2E also has a high static pressure directional cruise function, combined with a turbine The shape-shaped flue design and single wind direction smoke exhaust solve the problem of oil smoke backflow for high-rise residents.
Fifth, in the stove section, T2E continues to use a 5.0KW turbojet fire to assist Chinese stir-fry, and has added a 120-minute dual stove timer function. Even if the dual stoves are activated at the same time, they can automatically turn off the flame after cooking is completed, eliminating the need to wait all the time. , making kitchen life more worry-free.
Sixth, T2E has upgraded from the dual-screen design of the previous game to a colorful smart dual-screen with a smoother experience: the round screen controls the hood and supports gesture operation from a distance. When cooking, you can control the start and stop of the hood by waving your hand. Keep away from cooking fumes and keep your hands dirty from the machine; the square screen controls the steam oven, and the new large graphic and text UI interaction mode makes the information display clearer and more intuitive, and the operation more convenient.
Seventh, with the successful development of Kantar Lifestyle APP, the smart era belonging to Kantar has officially begun. T2E supports WIFI connection. After the mobile phone is connected to the integrated stove, users can complete more intelligent collaborative operations on the APP, such as cooking reminders, air exhaust reservations, smart recipes, etc. Surprisingly, it also supports OTA upgrades. “We will work with users to explore various innovative functions based on kitchen scenarios. Many users’ functional ideas can be realized in our subsequent software upgrades, allowing the machines purchased by users to grow on their own, maintain vitality, and better Serve users." Fu Ping, founder of Kantar Electric, said at this press conference. The bigger surprise is that in addition to this new steam oven integrated stove product, other new products released by Kantar this time also have built-in WIFI intelligent connection and OTA functions. Kantar has achieved a major breakthrough in intelligent applications, and the brand has ushered in a comprehensive With the gorgeous transformation of intelligence, the "Kantar family" will surely create a better user experience in the near future.
In summary, it is not difficult to find that the intervals between Kantar new product releases are getting shorter and shorter, and Kantar’s product innovation and technology upgrades are accelerating. At the same time, from the detailed analysis, the iterative process of Kantar’s steaming and grilling integrated stoves is also related to The integrated stove industry has achieved a high degree of conformity with the upgrading trend of health, quality and intelligence. Such high-end products can of course better meet the highest requirements of consumers, and it is inevitable to become a hot sales item.
3
Dreamer = Dream +, Kantar product line continues to enrich and expand
Today's hot integrated kitchen appliances are actually a "dynamic" concept: the first generation of integrated kitchen appliances range hood , gas stove, disinfection cabinet, storage cabinet and other functions are integrated into one. However, from the product conception stage, integrated kitchen appliances design and think about the entire kitchen as an integrated environment, focusing on consumers. Experience and feelings in the real environment. Therefore, as consumers’ demand for modern kitchens increases, the extension of integrated kitchen appliances is also rapidly expanding.
In fact, with the popularization of consumption habits and concepts of one-stop experience, integrated design, one-stop purchasing, and one-stop service, it is difficult for a single integrated kitchen appliance product to adapt and satisfy the needs of mainstream consumer groups. Innovative consumption choices for cooking life, new houses with home improvement decoration companies are the breakthrough point. Old houses will be replaced with new ones. After integrated stoves, integrated dishwashers , integrated sinks, integrated cooking centers and other integrated kitchen appliances will successively enter development opportunities. During this period, sales are expected to experience explosive growth.
In response to this irreversible trend, Aowei Cloud Network announced that it has become an industry consensus that products with multiple functions are becoming more and more integrated kitchen appliances. The essence of "integrated" kitchen appliances has been further understood. Multiple expressions and interpretations, the revolution from integrated single products to integrated kitchen has begun!
It is based on the insight into this industry trend that Kantar launched the Kantar Steaming and Baking Integrated Center early on. With each new release, the Kantar Steaming and Baking Integrated Center has been continuously improved from product to performance to experience. Land bonuses and upgrades. Just like this conference, in addition to the Kantar 2.0 version dual hot air steaming integrated stove T2E and the second generation TD mentioned above, The Pro double hot air built-in steam oven and the new Kantar built-in dishwasher and sink dishwasher are all Kantar's efforts to create an ideal integrated kitchen, improve the process from cooking to washing, and better meet the needs of modern and beautiful kitchen integration. More constructive and practical solutions brought about by the changing cooking needs. With their support, not only the cooking effect and usage experience of the upgraded Kantar Steaming and Grilling Integrated Center are better, but the limited kitchen space is also better. Lots of empowerment.
The theme of this Kantar new product launch conference is "New integration of steaming and grilling, kitchen dreamer". In the author's opinion, dreamer = dream +, this "+" represents multiple high-quality integrated kitchen appliances. The organic superposition of products, only when the integrated kitchen appliances in each link are infinitely close to "impeccable", will the combined integrated kitchen be perfect, and only the "dreamers" will be able to realize it. The dream kitchen is not only the wish of countless people, but also the direction of Kantar's efforts for 12 years. In the future, Kantar, which has strong innovation power, excellent product capabilities, and continuously enriched product lines, will have unlimited potential in the field of integrated kitchen appliances.
Conclusion
According to Aowei Cloud Network’s insight into the industry, the new positioning of high growth, high potential, quality and multi-function, as well as the new pattern of integrated kitchen appliance industry and consumer market The market is forming rapidly. The integrated stove market is expected to reach about 45 billion yuan in 2025. With the rapid entry of integrated kitchen appliances such as integrated dishwashers, integrated sinks, and integrated cooking centers, the market size of integrated kitchen appliances will also increase. With continued expansion, the integrated kitchen appliance market worth hundreds of billions will soon arrive.
Kantar, which has followed the trend, has made the right choice time and time again at the juncture of drastic changes in the industry. Three years later, is it possible that Kantar, a rising star that is already a professional steam oven brand, can win another victory and become the king of the integrated kitchen appliance market? We'll see.
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