Tiktok enables small red books to plant grass, helping open fire cookware to regain vitality
The open fire cooker, as a kitchen necessity, has shown strong vitality in recent years.
Looking back on the development history of open fire cookers in the past three years, the market of open fire cookers has witnessed rapid development, especially online channels, when the epidemic broke out in 2020 and consumers returned to the kitchen. In 2021, the home craze subsided, but with the continuous online transfer and the brand's online efforts, the retail sales increased slightly year on year. It has been 11 months since 2022, and the open fire cooker market has not improved. According to the total data of online promotion on AVC, the retail sales of 11 categories of open fire cookers (frying pan, frying pan/frying pan, chafing dish, casserole, soup pot, enamel pot, pressure cooker, milk pan, steamer, kettle, pot set) in traditional e-commerce from January to November 2022 were 9.17 billion yuan, down 1.7% year on year, and 61.36 million units, down 10.9% year on year. The retail sales volume of Tiktok channel was 3.22 billion yuan, and the retail sales volume was 30.61 million units. However, some highlights can also be seen to help the open fire cookers regain vitality.
Traditional channels encounter bottlenecks
Tiktok e-commerce gives cookers second growth impetus
The outbreak of the epidemic has kept consumers indoors, driving the rapid development of traditional e-commerce, live streaming e-commerce and social e-commerce under the support of the Internet. According to the online monitoring data of Ovi Cloud (AVC) (including professional e-commerce, platform e-commerce, Tiktok, Pinduoduo), the retail sales of Tiktok e-commerce accounted for 26.1% of the overall online channels, significantly higher than the proportion of Tiktok, a small kitchen appliance, and the scale showed a monthly growth trend, It has become an incremental track worthy of attention in the cooker industry.
Grass planting of Xiaohongshu, cross platform diversion
Help enterprises realize consumption transformation
As the main platform of social e-commerce, the number of active users of Little Red Book is growing. Cookware, as the key product of kitchen social scene, can display the cooking state in the Little Red Book in combination with food tutorial talents to achieve better delivery effect. Cookware market is very competitive on Xiaohongshu platform. Take frying pan as an example. In the past year, there were 30800 notes related to frying pan, including 13300 notes, accounting for 43%, much higher than 25% of the market. Judging from the note taking trend, 618, Double 11 and other big promotion nodes are the peak of delivery.
Shuffle Stop
The number of brands in the open fire cooker market has recovered stability
In 2020, the home cooking boom will rise, the cooker market will develop at a high speed, and many brands will come into the post epidemic era one after another. In 2021, consumer demand will be low, raw material prices will rise, costs will increase, and the long tail brand will gradually withdraw from the market due to its weak pressure resistance. By 2022, the brand shuffling will stop, and the number of brands will gradually stabilize at the pre epidemic level.
Differentiation of crowd purchase demand and use scenarios
The advantages of the subdivided categories of cooking utensils are highlighted
The enamel pot, with its high face value, good heat preservation, fast heat conduction, uniform heating and other characteristics, has continued to grow in scale for two consecutive years, becoming the only category of cookers with an increasing amount. At present, enamel pot has two development directions in technology: waterless cooking and matching induction cooker. Waterless cooking can retain the original taste of food, and the taste is better. Secondly, the matching of intelligent induction cooker+enamel pot effectively avoids the problem that it is difficult for novices to control the heat when using enamel pot, and improves the enthusiasm of cooking.
Under the trend of nesting, pot and tool sets are popular. Especially when the open kitchen is becoming more and more popular, the color, material and specification of the pot set are relatively uniform, which can effectively improve the beauty and tidiness of the kitchen, meet the needs of consumers for kitchen social interaction, and give more fun to cooking.
The scale of frying pan will reach its peak in 2020. In 2021, due to demand overdraft and market saturation, the scale will decline year on year. In 2022, the average price will rise, driving the industry scale to grow 6.8% year on year. The product trend of frying pan mainly has two aspects. First, the white wheat rice stone frying pan, with its own beauty effect, is popular with young consumers by virtue of its high beauty value. Its dimer oil frying pan and hot spot temperature control technology prompt the oil temperature, turn over and turn off time, solve the pain points of consumers from the source, and become the future growth point of frying pan category.
On the whole, the cooker market still suffers from severe homogenization and weak innovation awareness. With the constant change of consumer demand, how to improve product quality, speed up product innovation, and explore new performance growth points is an urgent problem for the cooker industry.
