In 2017, the wind of consumption upgrade swept the country. The adjustment of consumption structure and the transformation of consumer demand brought urgent tasks of innovation and upgrade to all walks of life. This situation also applies to the kitchen appliance industry. The history of kitchen appliances in my country can be traced back to the 1960s and 1970s. As an industry with more than 40 years of development, after years of steady growth, kitchen appliances 2018 has ushered in many new changes.

Kitchen appliance market
　　Consumption upgrades bring new changes in the format of the kitchen appliance industry

Since 2016, the good accumulation of China’s macroeconomic environment has led to a continuous increase in residents’ consumption levels and increased purchasing power. With the rapid development of the Chinese economy and the Chinese Internet, the post-80s and post-90s generations have all grown up. People constitute the age stage with the largest proportion of China’s population structure (15-39). Post-80s and post-90s will undoubtedly become an important driving force in the future consumer market. The characteristics of this generation of consumers will become the vane of the consumer market shift. . After the 80s and 90s, consumers have new consumption characteristics. They "emphasize quality, value, love technology and service", pay attention to enjoying life, quality first, and pursue high-performance and high-quality products; pay attention to external appearance and preferences High-value products, emphasizing the ornamental nature of the product; pursuing a lazy life that saves time and effort, so advocating "black technology", hoping that technology will make life easier; require high-quality life and services, except when buying products Performance also puts forward higher requirements for additional services.

　　 Demand changes and prominent features from consumers have driven the transformation and upgrading of the overall Chinese consumer market, and have also brought important influences to the development of the kitchen appliance industry. In order to cater to the emerging needs of consumers, kitchen appliances have joined the "black technology" application camp. The introduction of artificial intelligence, Internet of Things, cloud storage and other technologies to create smart kitchen appliances has become a new trend in the industry. In addition, the new generation of consumer groups after the 1980s and 1990s are pursuing stylish and generous products, but also face the shortage of housing area, requiring kitchen appliances to change in size and appearance design. Therefore, in the current market, kitchen appliances as a whole The trend is becoming more and more obvious; finally, based on the pursuit of healthy and convenient life by a new generation of consumer groups, dishwashers, fruit and vegetable processors and other new product markets have performed very well, becoming the largest growth point in the kitchen appliance industry in 2017.

　　 These are the performance of consumption upgrades to the kitchen appliance market. Behind these appearances, more importantly, the kitchen appliance market pattern has begun to change.

　　 Behind the new format: large home appliance companies are striking

　　According to the statistics of Zhongyikang's 2015-2017 kitchen appliance industry market size, we can find that the overall market is still steadily rising, maintaining a growth rate of more than 10% per year. However, in the traditional tobacco stove segment, the growth rate is gradually slowing down, and the kitchen appliance market needs to seek new breakthroughs to achieve it. The pattern of the kitchen appliance market that has been established for a long time has begun to change.

Traditional traditional kitchen appliances enterprises such as bosses, Fang Tai, Vantage, etc., although steadily controlling the market share of the smoke stove, but these appliances appeared earlier, as indispensable appliances for the family kitchen, their market has been trending after years of development Yu stable. Traditional kitchen appliances are no longer the main force for the company's revenue growth. According to data released by Zhongyi Kang, the retail sales of range hoods in 2017 were 43.29 billion yuan, an increase of 12.7% year-on-year, and the retail sales of gas stoves were 26.36 billion yuan, an increase of 11.7% year-on-year. The retail sales of kitchen appliances in the new category of dishwashers have reached 4 billion yuan, a year-on-year growth rate of 140.8%. The emerging kitchen appliance market is rising, becoming a new growth point for the development of the kitchen appliance industry. Focusing on the development potential of the dishwasher market, not only traditional kitchen appliances companies are actively deploying, but also some powerful home appliance companies such as Midea, Haier, Siemens, etc. have entered the market. Large household appliance companies are outstanding in this market segment, especially in the online market, Midea and Siemens account for nearly 70% of the market share.

The kitchen appliance market pattern is quietly changing. According to Zhongyi Kang data, large household appliance companies are gradually expanding their market share, especially in the online market, the three companies of Midea, Haier and Siemens are in embedded appliances and dishwashers. The market share is not less than 50%.