After Yitian entered the integrated cooking center track in September last year, this new category opened up by Fotile in 2019 ushered in a highlight moment in 2023.
First of all, at the beginning of the year, Vantage launched a new integrated cooking center of "one meter space seven in one, 15 minutes, 4 dishes and 1 soup", and cooperated with the well-known singer Mao Buyi to spread it in a high-profile manner.
In June, the "Phoenix Series" integrated cooking center of ROBAM was also grandly launched. Under the loading of three high-quality technologies, Power- Power Technology, LinkRoom Linkage Technology, and iControl Control Technology, the integrated cooking center of Robam Appliances focuses on high performance.
On October 1st, Shuaikang held a new product launch conference of "long-lost new friends" integrated cooking center, at which Shuaikang officially launched the new integrated cooking center Q5S+QY5, and put forward a new brand positioning - "healthy kitchen appliance expert".
On October 7, Shuai Feng Electric held a new generation of integrated cooking center press conference of "Reconstructing the Integration Era", and released three series of four new integrated cooking center products in one fell swoop.
In addition, Wanjiale and Schindler, which have a strong brand accumulation, have also accelerated the pace of layout of integrated cooking centers. Among them, as early as April 2023, during the AWE, Schindler launched its own new integrated cooking center Z90 and began to promote it on a large scale in November.
The hot spots caused by the collective action of the major brands in the industry will naturally form a strong resource adsorption. At present, in Shengzhou, Zhejiang Province and Shunde-Zhongshan District, Guangdong, which are the two major industrial clusters of kitchen appliances in China, the brand camp and industrial chain supporting the integrated cooking center track have developed rapidly.
In 2023, which has deeply entered the stock market, this new category born as early as 2019 has finally ushered in the important task of showing its own advantages and assuming the new growth curve of the enterprise and the industry.
The numbers speak for themselves. According to statistics, in 2022, the retail volume and retail sales of the integrated cooking center-stove steam and baking online market will increase year-on-year respectively. 9%, the retail volume and retail sales in the offline market increased year-on-year respectively. 5%。In the first half of 2023, the retail sales of the integrated cooking center-stove steaming and baking part of the online market increased by about 280% year-on-year, and the offline market increased by 85% year-on-year. In the first three quarters, this set of data remained at a high level of %. The rapid growth for two consecutive years, especially for the kitchen appliance industry, which has been struggling in recent years, is not only a transmission of confidence, but also a realistic growth path and the need for capacity release.
As a new species in the kitchen appliance industry, it is not difficult to understand the cooking center as the separation of the integrated stove, let alone the simple splicing of the smoke machine module and the stove steaming module. As an innovative cooking solution, the integrated cooking center highly integrates and links the two modules of the hood machine module and the stove steaming (roasting). "In the process of really investing in R&D, we found that 70% of the parts of the compared standard kitchen appliances need to be developed originally," said Wu Wengang, general manager of Yitian Jifu Center, recalling the R&D process, "In this sense, this is to create something new."
Multi-party survey data shows that compared with integrated stoves, the gross profit margin of the cooking center is 30-40 percentage points higher. At present, the characteristics of high profits, big brands taking the lead, and high industry popularity are conducive to the development of the entire industry.
In fact, kitchen appliances have always been a unique existence in the home appliance industry. Its connotation and extension have been constantly changing drastically. The continuous emergence of new categories and new actions of cross-border integration have greatly alleviated the growth pressure of enterprises while creating user value. This time, under the background of consumption upgrading and stock market, the cooking center came to the front of the stage to provide a better solution for the current upgrading needs and old house renovation needs.
In other words, the significance of the cooking center is not only the significance of performance growth for the enterprise, but also the greatest historical mission of the cooking center through the research and development and promotion of the cooking center, the connection with young consumer groups to the greatest extent, the cooking center as a brand advancement, and even the layout of the whole scene around the kitchen, so as to open up a path for breaking through the new cycle of the industry, which is the biggest historical mission of the cooking center.
In particular, it is worth mentioning that from December 1, 2023, the group standard T CNHA 1064-2023 "Integrated Cooking Center" issued by the China Hardware Products Association will be officially implemented. The standard was drafted by Fotile, the pioneer and leader of the integrated cooking center category, and received responses from major enterprises such as Vantage, Wanhe Electric, Robam Appliances, and Midea Kitchen Appliances. It is not only a stage summary of the technological transformation process of the integrated cooking center, but also indicates that the development of the category will set off a new trend.