Although the integrated stove market is under pressure, the ceiling of the industry continues to rise.
Affected by factors such as the downturn in real estate and sluggish consumption, the current integrated cooker market has turned from a period of rapid growth to a period of deep shock.
Recently, with the release of the 2023 annual report and the first quarter report of 2024 of the four listed integrated cooker companies, the dismal performance has made it difficult for many people to decline the integrated cooker industry.
It is true that in this cycle, the market scale will decline, and the reshuffle will be further accelerated, but in the long run, the industry will also move towards a more benign and high-quality development stage.
In fact, since the invention of the first integrated stove in 2003, this subdivision of kitchen appliances has grown rapidly and developed into a large category with a market size of nearly 25 billion yuan in the product iterations and upgrades of all participating enterprises again and again.
Therefore, even though the market is in a market trough, the ceiling of the industry is still rising.
Martian integrated stove: 2021-2022 double first in the whole network in the country
As a leading brand in the integrated cooker market, the development of Martian has attracted much attention.
Founded in 2010, this young company has successfully landed in the capital market in only 10 years. From 2021 to 2022, the Martian integrated cooker will achieve the first place in both omni-channel (online & offline channels) and cumulative sales of the whole network.
While achieving excellent results, Martian has effectively promoted the development of the integrated stove industry.
First of all, continue to lead the iteration of product appearance and function. Since the establishment of the brand, Martian has put the appearance of the product in a very important position, and invited well-known designers at home and abroad, such as Hiroaki Tanaka and BMW Design Works, to work on it. Therefore, whether it is the king of the machineX7 or the intelligent integrated cookerX8, it has led the aesthetic trend of the integrated cooker. In terms of function and structure, the Martian innovatively integrated the steamer into the middle of the lower cabinet, creating a precedent for the steamer integrated stove, and laying the foundation for the outbreak of the steamer (bake) oven integrated stove.
Secondly, it took the lead in opening up online channels and further expanded the awareness of integrated stoves. Martian is one of the earliest enterprises in the integrated cooker industry to open up online channels and realize the coordinated development of online and offline. This layout not only helps Martian quickly increase sales and brand awareness, but also allows more and more users, especially young users, to know and understand this category.
Robam's new generation of high-performance integrated cooker: the first in offline retail sales and sales in 2023
In 2022, Robam Appliances will enter the integrated cooker industry, and with its deep accumulation in brand, technology, channels, etc., it will be the last to come first, and quickly become a backbone in the integrated cooker track. In 2023, Robam Integrated Cooker will achieve revenue of 464 million yuan, a year-on-year increase of 20.58%.
According to the offline retail data monitoring of Aowei Cloud Network from January 2023 to December 2023, Boss's new generation of high-performance integrated cooker has maintained the first place in sales and sales volume, and among the top 20 best-selling models of integrated cooker market share, the top three are Robam high-performance integrated cookers, of which 9YC03 is far ahead in offline sales and continues to rank first.
As soon as the new generation of high-performance integrated cooker created by Robam Appliances with 6 key technologies came out, it immediately triggered a catfish effect in the industry. On the one hand, the core performance of suction, firepower, wind pressure, and steam oven has raised the technical threshold of the industry; On the other hand, the unique 23° inclination design of the central control area of the high-performance integrated stove of Robam has also triggered many enterprises to follow and imitate.
During AWE2024 exhibition, Boss brought the first digital kitchen appliance product in the integrated stove industry - iS5. It can unleash greater technological inclusiveness, focus on AI upgrading and innovation, and solve various problems in users' cooking through AI technology throughout the whole process before, during and after cooking. It is believed that the launch of this product will inevitably effectively promote the intelligent process of integrated stove products.
Midea integrated stove: 10 years of long-term smoke purification certification
Focusing on the integrated kitchen appliance track, the home appliance giant Midea can be described as "ambitious".
In 2022, Midea's smart kitchen appliance industrial park with a total investment of 5 billion yuan will be officially put into operation in Handan, and a production line for professional integrated cooker products will be built, with an annual production capacity of up to 970,000 units, which will quickly realize the independent research and development, independent design, and independent manufacturing of integrated cooker categories, and the basic performance of integrated cookers will be upgraded across the board.
The base has also formed a complete and excellent new quality production line of Midea's integrated kitchen appliances together with Midea's Wuhu 5G Intelligent Industrial Park. It is understood that the integrated stove produced by the new lighthouse platform has made a high-energy leap in the modular design of the whole machine, the design of the suspension foot, the integrated seamless smoke cavity, the 60mm ultra-thin head, and the imitation submarine anti-overflow oil box.
On March 20, Midea's new integrated kitchen appliances were officially unveiled. After years of research and development, Midea's new steam washing integrated stove has set new industry records in various performance fields.
CVC Weikai, an authoritative third-party quality and technical service brand, tested and evaluated the simulation of Midea's steam washing integrated stove after ten years of operation in four aspects: safety, energy efficiency, basic performance and long-term large suction index of needle range hood, showing a good performance of the maximum air volume and maximum static pressure The final value is not less than 90% of the initial value, showing strong performance stability and breaking through the industry status quo of large suction power of integrated stove hood. To this end, Weikai issued a certificate of "10-year long-term tobacco clean certification" to Midea.
Write at the end:
The upgrade from ring suction to side suction down, from non-modular to modular optimization, from a single disinfection cabinet integrated stove to the iteration of steaming and baking integrated stove, from uneven performance to high performance unified...... For more than 20 years, with the joint efforts of a number of professional enterprises, the products and technologies of integrated cookers have been maturing and becoming more and more perfect.
Nowadays, with the increase of entrants, the increasingly fierce market competition, the pattern of the industry is also undergoing new changes, and the three camps of professional brands, kitchen appliances and home appliance giants have gradually been formed.
Therefore, in the future, those who can continue to promote the development of this category will presumably focus more on these leaders.