This year, many industries are sending out the signal that "the cold winter has arrived", and the data also directly reflects that various fields such as mobile phones, PCs, and home appliances have experienced a significant decline, and some markets have even reached the lowest point in the past 10 years. But what you may not know is that the first thing that experienced the cold winter was the kitchen and bathroom industry. Since most of these products need to be installed at home and have strong binding to the offline home decoration market, the sales of kitchen and bathroom products continued to decline after the outbreak of the epidemic, and the recession in the real estate industry has exacerbated the signs of this recession.
Aowei Cloud Network data shows that in 2020, the annual retail sales of domestic range hoods were 22.83 million units, and fell 7.6% year-on-year compared with ; the retail sales were 31.95 billion yuan, a year-on-year decline of 9.3%. The retail volume and retail sales of gas stoves were 28.039 million units and 18.84 billion yuan, down 8.1% and 5.9% year-on-year respectively. In 2021, the retail volume of these two categories fell by 6% and 9% again. Although retail sales increased slightly year-on-year compared with 2020, they were still lower than the level in 2019.
In the past few years after the outbreak of the epidemic, the development of the entire kitchen and bathroom market has not been very prosperous. However, there are some sub-categories that are very good at doing well, which is completely contrary to the overall market decline, which is integrated stove products. 's market size has rapidly grown from 18.22 billion yuan in 2020 to 25.6 billion yuan in 2021, showing a strong growth momentum. Moreover, products are gradually developing towards high-end and customized directions, with strong growth potential, and have become a well-deserved dark horse in the kitchen and bathroom market in recent years.
(Photo source: Martian official)
In the context of a relatively sluggish overall environment, why can the integrated stove still have such impressive results? What is its charm? Is this a flash in the pan or the mainstream in the future? What should be the next step for integrated stoves?
Integrated stoves have formed a unique market size
For many families, they basically use traditional kitchen and bathroom products. Gas stoves, range hoods, ovens, etc. are all separate products. If you need it, you will buy disinfection cabinets, dishwashers, etc. This method has its own advantages. Each product can choose the brand you like, and it has higher freedom. The disadvantage is that it is relatively expensive and will occupy a lot of kitchen space.
For those consumers who have relatively tight kitchen space but want to buy a lot of kitchen appliances, they gradually turned their attention to integrated products. As the name suggests, integrated stove is a gas stove that integrates multiple kitchen appliance products. Most of the products are embedded designs and can be directly installed into cabinet , which has stronger integration. Most integrated stoves are designed as integrated gas stoves and range hoods, and different products such as disinfection cabinets, steam ovens, and dishwashers are integrated below, so different categories are also divided into them.
(Photo source: Martian official)
Aowei Cloud Network data shows that the steaming and baking independent integrated stove is the most popular. It integrates a steamer and an oven respectively. The two are used independently and do not interfere with each other, and are more flexible. This is equivalent to buying an integrated stove, and at the same time buying four products: gas stove, range hood, steam box and oven. The comprehensive cost-effectiveness is very high and can meet the basic needs of most families. The sales volume is closely followed by the steam and baking integrated stove, which means that the steamer and oven are integrated. Although the functions are not independent, they can obtain greater cooking space.
, a one-machine multi-purpose product concept, gives users with low consumption budgets the opportunity to pursue a refined life, and drives the rapid development of integrated stoves. In 2018, the retail sales of integrated stoves exceeded 10 billion for the first time, and since then, they have made rapid progress, constantly squeezing the development space of traditional kitchen appliances such as gas stoves and range hoods. data shows that in 2020, the retail volume of domestic integrated stoves was 2.38 million units, an increase of 12% year-on-year; the retail sales were 18.22 billion yuan, and increased by 13.9% year-on-year. In 2021, its retail volume and retail sales reached 3.04 million units, 25.6 billion yuan, a year-on-year increase of 28% and 41%. If compared with the 2019 data, retail sales increased by 43%, and retail sales increased by 60%.For a market with a scale of tens of billions, such a growth rate is terrifying.
(Photo source: Aowei Cloud Network)
Integrated stove has shown signs of its own, and some even call it "integrated kitchen", which has begun to be distinguished from traditional kitchens and bathrooms such as gas stoves and range hoods. In the future, as everyone's consumption capacity further improves, the function demand for integrated stoves may be higher. Maybe they can also integrate sink machines, refrigerators and other products to raise the product to new levels. What are the advantages and disadvantages of
integrated stoves? Everyone should understand the advantages of
integrated stoves. First, it is that the product is highly integrated, which greatly improves the utilization rate of kitchen space, allowing you to stuff more kitchen appliances in a limited space. Second, the linkage between integrated stove products is relatively strong, which can better achieve interconnection and control and improve the convenience of use.
Third, the integrated stove has a slightly higher overall cost-effectiveness. The market's leading brand Marsman Steamed and Grilled Independent Integrated Stove is priced at around 15,000 yuan, while other brands have already pressed the price to around 8,000 yuan. If it is a style with a disinfection cabinet/dishwasher, the price can be lower. Although this doesn't seem cheap, if you buy an embedded gas stove, range hood, steamer, or oven separately, the price actually costs more than 8,000 or more, and it is not easy to install in combination.
(Photo source: Martian official)
Of course, if the product has advantages, it will naturally have disadvantages, especially for integrated stoves, which have not developed for too long, its disadvantages are also quite obvious. First, since the product has been designed with the size and integrated electrical appliance types before leaving the factory, the flexibility of consumers can choose when purchasing is much lower. Although there are several types of disinfection cabinets, steam ovens, dishwashers, etc., there are still too few categories after all, and it may not be able to cover the needs of more users. In addition, when choosing a product, you also need to consider the size of your own kitchen cabinet , which also has considerable limiting factors on the environment.
Second, the integrated stove does seem to be more powerful, but the performance experience of any of the products may be far inferior to that of independent products. Due to the overall volume of the product, the capacity of the steamer/oven cannot be compared with that of the independent steamer/oven. The two are also spaced apart in the independent integrated stove of the steam oven, so the capacity of each other is even compressed. Once the ingredients with larger volume are cooked, it is difficult to complete at one time. Moreover, if the capacity of the product is small, its power performance will be slightly reduced, and it is still impossible to compare with buying another steamer/oven.
(Photo source: Midea official)
Third, due to the high integration of the product, several electrical appliances are closely adjacent. Once enabled at the same time, a lot of heat will be emitted. If the heat dissipation is not well designed, the experience may be quite bad. Moreover, it is difficult to clean the integrated stove usually. The steaming oven is a severely affected area of oil, but it is placed under the gas stove. It is really hard to bend or squat down every time you clean it.
integrated stove does have many advantages, and the product itself is also very attractive, but there are indeed many shortcomings at this stage, and manufacturers still need to further optimize and improve it. If you are interested in integrated stove products, you should consider the shortcomings of the product when choosing and purchasing, and be able to accept or find corresponding solutions, then you can buy it again and don’t wait until you regret it later.
integrated stove product should do this next step?
integrated stove has reached such a scale after only a few years of development, and has shown a strong growth momentum. At the first step, it has a high start. What should we do next? Should we continue to move towards high-end, integrate more electrical appliances and functions, or gradually sink to the market to promote the popularization of integrated stoves?
(Photo source: Yunmi official)
Aowei Cloud Network data shows that in the current domestic kitchen and bathroom market, the penetration rate of integrated stoves is only about 12%, and there is a lot of room for subsequent growth. For young people who are keen on exquisite life, integrated stoves are more attractive to them and have extremely strong market development potential. So, the question now is how to make the product meet the actual needs of more consumer groups. Only when everyone really needs it can the integrated stove be sold. Xiao Lei believes that the future development of integrated stoves can develop in several directions: high-end intelligence, product diversification, and exquisite and popularization.
High-end intelligence is easy to understand, that is, to give more intelligent functions to the product. As mentioned above, the future integrated stove can actually integrate more products, such as bringing smart sink machines, sink dishwasher . Or on the basis of the integrated stove of the steam oven, and then the dishwasher or disinfection cabinet are added to gradually combine more kitchen appliances. Although this will greatly increase the overall price of the product, it will be of great help to improve the layout of the kitchen and enhance the integration of the decoration style, and it should be able to attract the attention of many consumers.
(Photo source: Xiaomi official)
Moreover, so many home appliances are from the same brand and integrated, and the coordination and linkage of products will also be greatly improved. You can control and manage multiple products through one main console, and you can also pay attention to the operating status of several products at the same time, so you will not be distracted when cooking. In the future, many home appliances around us will inevitably develop in the direction of intelligence, and the purpose is to enable us to use products more conveniently. This multi-scene integrated linkage control just fits this product concept.
Product diversification is to expand the current categories. Don’t be limited to the single categories of steaming and baking, independent models, and expensive disinfection cabinets. You can broaden your ideas and try to gather other products into it. For example, integrates a freezer or a small constant temperature refrigerator in product , which can be used to store wine, or to store some meat ingredients with special temperature requirements, etc. Alternatively, you can try adding products such as air purifiers to the integrated stove. After all, the kitchen environment is relatively complex. Even if the range hood can absorb oil smoke and odor, there are inevitably residues, and there is a need to purify the air. Boldly try to broaden your ideas and develop new species for the integrated stove market, so that you will not fall into intra-volume so quickly, and can also meet the needs of different consumers.
(Photo source: Meida Official)
The last point is to be refined and popular. To put it bluntly, it means to omit some intelligent functions as much as possible, and make the price of the product more popular without sacrificing the core functional experience of the product, so that more ordinary consumers can easily purchase and use integrated stove products. Only by sinking the market and bringing products to the homes of grassroots consumers can the market continue to grow and grow.
Summary
As an advanced evolution product of traditional kitchen appliance products, integrated stoves have shown strong market potential and will surely become a new mainstream in the future and gradually replace the market position of traditional kitchen appliances. Although the current integrated stove has shown good advantages in some aspects, it still has considerable shortcomings, and the product price is not affordable enough, and it is still a product that only a few upper-level people can enjoy. Therefore, while continuing to develop towards high-end, integrated stoves should also lower the threshold as much as possible and broaden product categories so as not to fall into bottlenecks and intra-rolls so quickly.
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