"Ordering takeout is too oily and unhealthy, and I want to eat at home and can't cook." This is the real life portrayal of contemporary young people. Bad cooking and want to eat healthy? In fact, it is not difficult to do, there is an automatic stir-frying machine on the line.
The image comes from a screenshot of the Little Red Book
In the past two years, the "automatic stir-frying machine" has attracted the attention of many consumers with its convenience and intelligence, and product sales are hot. Including Fangtai, Jiuyang, Midea, Suber and other well-known brands, has entered the market to sell automatic stir-frying machines. Industry analysis, the combination of technology and food, to create a fine kitchen appliances, the automatic stir-fry machine as the representative of the emerging kitchen appliances will lead the new trend of healthy consumption.
Is the automatic stir-frying machine really easy to use?
With the improvement of people's consumption level and the change of consumption concepts, in the modern market dominated by the post-90s and 00s, users' acceptance of smart kitchen appliances is getting higher and higher, such as air fryers, smart rice cookers, and automatic stir-fry machines with high popularity.
Is the automatic stir-frying machine easy to use, and why can it be recognized by users? There are three main reasons for this, as a new category of kitchen appliances, automatic stir-frying machines rely on the advantages of "healthy and delicious", "intelligent" and "humanized" to go out of the circle, and have won a group of consumers who are not good at cooking and want to eat healthy food.
In addition to stir-frying, the automatic stir-fry machine also supports the functions of noodles, grinding meat, juicing, breaking walls and so on. In terms of healthy food, users can do other things by looking at the built-in recipes, choosing recipes, preparing clean ingredients, putting ingredients into the machine, and opening the program. When the cooking process is over, the prepared food is ready. Most of the automatic cooking machines have a precise temperature control system, which can maintain the temperature below the smoke outlet point, so that the kitchen is smoke-free, and the user can place it anywhere in the home.
In terms of intelligence, some brands of automatic stir-fry machines support APP connection control, through which users can perform intelligent operations on their mobile phones, select recipes and different cooking methods. For example, if the user wants to chase the drama when stir-frying, wash and cut the food well, and put it into the stir-fry machine in proportion to the ingredients, you can go to the living room to chase the drama. On the APP, users can operate cooking recipes, understand the cooking status of food, and bring users a healthy and convenient gourmet life.
In terms of humanized function design, the automatic cooking machine can be started with one button and the operation is simple. It solves the problem of the user's cooking temperature, and it can automatically weigh people who do not have a good grasp of the amount of ingredients. Whether it is young or old, it will be easy to see, fast to get started, and it is very convenient to use. This product with humanized experience helps family consumption upgrade and iteration.
The automatic cooking machine does not require gas during cooking, and will not produce oil smoke and liquid splashing, which can realize the needs of the user's smoke-free kitchen, and the safety index of the product is also very high. In the author's opinion, the automatic stir-frying machine has a certain degree of practicality, it belongs to the new technology conditions of intelligent new tools, product built-in recipes and intelligent and convenient operation, making cooking simple and interesting. At present, the household ownership of domestic automatic stir-frying machine products is still at a low level, and there is still a lot of room for growth in the future. With the increasing number of players in the field of automatic stir-frying machines and the improvement of people's spending power, the potential of this market is also expected to be further released.
Companies enter the game to compete for new tracks
In 2021, the release of new products in the automatic cooking machine industry has shown a blowout trend, and the automatic cooking machine has become an emerging hot track in the kitchen appliance industry. Including Midea, Jiuyang, Fangtai, ACA, Xiaomi, Dongling Electrical Appliances, Suber, SEMIKRON, Bosch, Jiesai, Daewoo, Rice Lai, Circle Kitchen and other brands have launched automatic stir-fry machines, product prices vary.
Judging from the data released by major e-commerce platforms during the "618" and "Double 11" periods this year, in the field of kitchen appliances, emerging categories such as automatic stir-frying machines, maternal and infant kitchen supplies and so on have a good growth rate. At the same time, these areas have attracted the attention of many brands, and the market competition has become more intense.
At present, there are many types of automatic stir-fry machines on the market, and the price span is large. Taking JD.com as an example, searching for "automatic stir-frying machines", more than 3,000 products appeared, and their price range was very large, ranging from hundreds of yuan to thousands of yuan. Entry-level products priced at about 1,000 yuan, product sales are hot, some single products sell more than 5,000+; high-end products priced at 1999 yuan-5999 yuan, product sales are average, and the highest sales of single products are only 1000+; high-end products priced at more than 6999 yuan, with ordinary sales, the best single products to buy are sold at 200+.
Among them, the function of the thousand-yuan-level stir-fry machine is relatively single, the automatic stir-fry machine with a price of more than 1,000 yuan is more comprehensive, and some products are also combined with the broken wall blender. From the perspective of e-commerce data, the high-end automatic stir-frying machine priced at 1999 yuan to 5999 yuan is the main force of consumption and has become the mainstream product in the market.
In addition to JD.com, the sales volume of automatic stir-fry machines on other e-commerce platforms is also very objective. With the increase of brands entering the automatic stir-frying machine market, major enterprises have marketed automatic stir-frying machines on platforms such as Xiaohongshu, Weitao, Douyin, Weibo or Kuaishou, and products are "planted" in daily life. During the large-scale e-commerce festival, the promotion of automatic stir-fry machines is very large, and the purchasing power of users is released during the "618" and "Double 11" periods.
At present, the automatic stir-fry machine market is still in the stage of consumer education, and the industry still needs to work together through various channels to think about how to pass on the value of the automatic stir-fry machine in a better way. The author feels that the automatic stir-fry machine is in the stage of the wind outlet has not yet formed, with the expansion of the automatic stir-fry machine market scale, the number of entrants continues to increase, the market competition will be more intense. Of course, the automatic stir-frying machine industry wants to develop healthily, and it is inseparable from the improvement and support of standards. It is expected that in the future, relevant departments can guide the establishment of industry associations, formulate industry standards, and promote the healthy and orderly development of the automatic cooking machine industry.
The lack of standards, the brand can lead the market
The automatic stir-frying machine is convenient and worry-free, but there is a polarization of the product reputation. In my opinion, this is the result of the continuous maturity and technical iteration of the automatic stir-frying machine industry, coupled with the lack of industry standards, resulting in uneven product quality, which in turn affects the user experience.
The uneven sales of automatic stir-frying machines are the result of consumers being affected by "price", which is also one of the reasons for the polarization of user reputation in the later period. With the advancement of science and technology, the automatic stir-fry machine that can solve the "healthy diet" of consumers will enter the family of every ordinary person and liberate people from complicated housework.
From breakfast machines, soy milk machines, blenders, air fryers, water wave ovens to automatic cooking machines, in recent years in the Chinese market, the idea of turning small kitchen appliances into explosive models has become clearer, and manufacturers have traces to follow:
First of all, the differentiated functions and positioning of the products themselves are clear, such as water wave furnaces and air fryers, their functions are very focused, and it is easy to get the attention of consumers. The history of Jiuyang soybean milk machine in that year is this truth; secondly, the rapid formation of market synergy in a short period of time, entrants need to invest in product publicity and guidance, such as air fryer has been jointly supported by Supor, Jiuyang, Liren and Midea and other manufacturers, and the product has been rapidly promoted.
Third, the enterprise has a strong technical research and development strength, strict product quality control system, stable product performance, high user recognition. We see that almost all of the hot-selling kitchen appliances on the market come from brands with technical research and development capabilities. For example, in that year, Xiao Bear Electric Appliances started with a yogurt machine, and then through the expansion of the R & D team (there are currently seven R & D teams of more than 240 R & D personnel), with strong experience in the research and development of small household appliances, so that Xiao Bear Electrical Appliances in the kitchen small household appliances field continues to expand categories, to create electric egg beaters, electric lunch boxes, toasters, egg cookers and other advantageous categories.
Automatic stir-frying machine is currently in the kitchen appliance industry, or a "newcomer", although it has the above advantages, large and medium-sized enterprises are improving and pushing out new products, but there are still many places that need to be improved. In the author's view, today's young generation of consumers have gradually become the main group of consumer markets, their needs profoundly affect the future development direction of the market and various industries, and only by grasping their consumer psychology in the future can they seize more market share. Whether it is to create a brand or enhance word of mouth, automatic stir-fry machine enterprises can only create a brand team first, and then through continuous product innovation to find a living space, in order to develop steadily in this market.
Write at the end
The automatic stir-fry machine solves the problems of many consumers who do not cook and are unwilling to cook. Whether such products can really be detonated between a certain user group in the end. The key depends on the culinary level of the product and the gastronomic cooking solution, whether it will further improve with the maturity of the product and technology.
At present, the household ownership of domestic automatic stir-frying machine products is still at a low level, and there is still a lot of room for growth in the future. With the continuous expansion of the camp of automatic stir-frying machines, as well as the improvement of people's consumption power, the potential of this market is also expected to be further released through product and technology upgrades. In the future, small kitchen appliances, including automatic stir-frying machines, will have better connectivity, which can be connected to each other and fully meet the needs of users. Without any human intervention, you can make healthy recipe selections, buy fresh ingredients, and fully automate cooking through technologies such as food identification.