In the context of the new era, envisioning a brighter future for integrated kitchen appliances.
2023-02-17
[China Integrated Cooker Network] According to data from Zhongyikang, China’s integrated cooker market experienced a setback in overall growth during the first half of this year. Online and offline retail volumes reached 470,000 units and 910,000 units, respectively, while retail sales totaled RMB 3.4 billion and RMB 8.4 billion, respectively. This market performance can be attributed to the second quarter, when the pandemic caused a sharp decline in offline channels; in that period, year-on-year growth rates for both volume and value in the offline market fell by 11.2% and 10.6%, respectively.
It is clear that new storms have already emerged, but new opportunities are also on the horizon.
High cost-performance delivers competitive edge.
While the short-term decline is undeniable, compared with other kitchen appliance categories, integrated stoves have merely fallen short of expectations—yet their performance remains solid.
In 2022, the combined retail sales of the traditional “three-piece set” totaled RMB 24.2 billion, down 8.4% year on year; range hood sales reached RMB 14.4 billion, a decline of 8.6% year over year; and gas stove sales amounted to RMB 8.0 billion, down 6.6% from the previous year. Overall, the kitchen appliance market remained sluggish. Against this backdrop, the integrated cooker segment posted a year-on-year growth of approximately 10%, a performance that is all the more noteworthy.
In fact, long-term market education and continuous product upgrades have helped an increasing number of consumers develop a clearer, more profound understanding of the advantages of integrated cooking appliances. With comparable functionality, these appliances offer a stronger price‑performance edge, while also proving far more practical in terms of kitchen space utilization.
Overall, the exceptional cost-effectiveness of integrated cooktops has enabled them to establish a solid foothold in both online and offline markets, with ample room for further growth and a long-awaited rebound in consumer demand.
Expand the product lineup to target the high-end market.
While integrated stove sales volume has declined, sales revenue has risen—this outcome is an inevitable result of the industry’s ongoing “track‑expansion” strategy.
At present, integrated cooking appliances with steam‑bake functionality are becoming the mainstream choice among consumers. After all, as younger generations increasingly drive purchasing power, simple and efficient cooking solutions clearly hold greater appeal. Compared with standalone products in other categories, integrated cooktops featuring steam‑bake functions command a higher base price, which has undeniably bolstered sales growth. Moreover, the emergence of dedicated steam‑bake models has further raised average selling prices, opening up additional avenues for boosting industry revenue.
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