The sales scale of domestic integrated cooker market is expected to reach 30 billion yuan in 2022
2022 is a difficult year for the traditional kitchen electric industry. From the perspective of data alone, the kitchen electricity industry in 2022 is not going smoothly, and the performance of many listed companies in the kitchen electricity sector is also flat. Traditional sales nodes such as "May Day", "6.18" and "National Day" are tepid, and the annual probability will end with a decline in scale.
According to the data provided by Ovi Cloud, the scale of the retail market of tobacco cookers has entered the downward channel since 2018, with the retail sales falling from a high of 68.4 billion yuan in 2017 to 56.4 billion yuan in 2021, and the year-on-year decline of the retail sales of tobacco cookers in 2022 as of September has expanded to 8%.
While the traditional kitchen appliances are facing the pressure of growth, the second growth curve of the kitchen appliance industry has risen. Dishwashers, micro steaming and baking machines, integrated stoves and other emerging products are making collective efforts. Especially in 2022, when faced with a series of adverse factors such as repeated epidemics, sluggish real estate transactions, high costs, and insufficient willingness to consume, these emerging products will become the highlights and driving force for the development of the kitchen electricity industry.
Here we have to mention the development of integrated cookers. In just a few years, this product has developed from the edge of the market to a new category with a scale of 20 billion yuan. Especially in the current situation of "small kitchen" in China, integrated cooker products still have broad market prospects in the future.
At present, the integrated cooker has become a new force in the kitchen electricity market and a field where various kitchen electricity enterprises compete for layout. According to the data of the National Household Appliance Industry Information Center, 224 brands of integrated stoves were sold in the online market from January to September 2022, an increase of 17 over last year; The number of offline integrated stove brands on sale was 89, an increase of 16 over last year. Among them, there are both traditional kitchen electricity enterprises, home appliance giants and Internet brands. From the perspective of brand trend, in 2022, the product profit of integrated cookers will still belong to the profit highland in the whole category of household appliances. With the increasingly transparent profits of household appliances, it is an inevitable choice to choose the high profit integrated cookers.
According to the statistics of the National Household Appliance Industry Information Center, the overall market size of integrated cookers will reach 24.5 billion yuan in 2021, with a year-on-year growth of 38.8%. In 2022, it will be affected by the repeated epidemic, the decline of consumption intention, the continuous rise of raw materials and the downturn of the real estate market. In the first three quarters of 2022, the overall market size of kitchen and bathroom appliances was 1300.9 billion yuan, down 8.6% year on year. As a representative of emerging categories, integrated stoves still maintained a good growth. The market size in the first three quarters was 16.87 billion yuan, up 10.6% year on year.
Overall, in 2022, the sales scale of the domestic integrated cooker market is expected to reach 30 billion yuan. Under the overall slowdown of household appliance consumption, the integrated cooker market will still lead the kitchen appliance market with a year-on-year growth rate of more than 20%. Under the realistic condition that the area of Chinese family kitchen is not sufficient, the highly integrated kitchen appliances reduce the waste caused by functional overlap, and realize the space integration and sharing of multi-purpose products.
Relevant people said that China's integrated cooker products are accelerating iteration, but the further expansion of the market is still restricted by consumers' inherent concepts, decoration layout and other factors. In the long run, as an integrated kitchen electric product with energy conservation, low consumption and environmental protection, integrated solutions to various cooking needs, and improved kitchen space cleanliness, the integrated cooker market will surely achieve sustainable growth.
