Some organizations predict that the domestic integrated stove market will exceed 20 billion yuan in 2021. In recent years, the integrated stove industry has stepped into the fast lane of development, gradually from focusing on the third and fourth tier cities to trying to impact the first and second tier cities. In 2020, it is not too much to describe this category with star products and star enterprises. At present, the integrated stove industry has professional integrated stoves such as Meida, shuaifeng, Yitian, Martian, Senge, etc Manufacturers also attract the layout of kitchen electricity manufacturers, household appliance comprehensive enterprises and cross-border manufacturers. Although a large number of enterprises and funds are flowing into this industry, is the prospect of integrated cookers as boundless as it seems? As a new category, is it perfect in standard setting and product quality?
Enterprises should focus on the upgrading of core technology when the growth rate slows down
2020 is still an exciting year for integrated cookers. In this year, Martian, shuaifeng and Yitian integrated cookers have been listed successfully. However, due to the current situation of traditional kitchen appliances, the integrated kitchen appliances are facing a decline. According to the data of Ovi cloud, in 2020, the total retail sales of domestic integrated kitchen market was 18.22 billion yuan, an increase of 13.9% over the same period of last year, and the retail volume was 2.38 million units, an increase of 12.0% over the same period of last year.
Although the integrated cooker market has been rising for three consecutive years, from 30% in 2018 to 25% in 2019, and then to 13.9% in 2020, the integrated cooker market has shown a significant slowdown. Specific to the enterprises, there are also the same problems. Take the brand of integrated stove head as an example, the 2020 performance express released by Meida shows that its operating revenue is 1.771 billion yuan, a year-on-year increase of 5.13%, which is nearly 15 percentage points lower than that in 2019.
For a long time, the main market of integrated stoves is in the third and fourth tier cities, and the main sales channels and revenue sources of enterprises are also in the third and fourth tier cities. Take Meida as an example. According to relevant securities reports in January, Zhejiang Meida’s revenue in the first and second tier cities accounted for 25%, and that in the third and fourth tier cities accounted for 75%. Other enterprises are facing the same situation. At present, it is urgent for integrated cookers to break through the first and second tier market if they want to obtain a broader incremental market. However, due to the construction and installation standards and the low acceptance of consumers, they are still facing many obstacles.
In the black cat complaints, the reporter inquired about a number of consumer complaints about the quality of the integrated stove, including the deformation of the stove plate, broken glass door, smoke machine can not smoke and so on. It has been more than ten years since the advent of integrated cooking stoves. It didn’t explode until the last two years. At the same time, it has attracted a large number of small workshops to enter. In many people’s impression, integrated cooking stoves belong to products with low technical level and certain potential safety hazards. The essence is the impression that a large number of small workshops do not have strict requirements on product quality.
In addition, as a new category of kitchen electricity, the volume is small in the early stage, and there has been no mature product standard for this product. After inquiring about relevant information, the reporter of China home appliance network found that at present, the main application of integrated cookers is the national standard gb16410-2007 “domestic gas cookers” and some industry standards.
article links：How many hurdles does the integrated stove have to take
Reprint indicated source：Spark Global Limited information