Up to now, the sales data of various sub-categories in the field of kitchen appliances in 2023 have been released.
Under the general tone of macroeconomic recovery, the entire kitchen appliance industry has achieved a restorative recovery. However, the performance of each sub-category can be described as "cold and warm".
How will each category perform in 2023? In this article, we might as well take stock together.
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1. 50 billion level
In recent years, the performance of small kitchen appliances can be described as "big opening and closing". Under the background of the "stay-at-home economy" for three consecutive years, we have achieved "pulling out seedlings to grow" growth. However, in 2023, when the economy recovers, small kitchen appliances will usher in an inflection point and enter a downward channel.
According to the total data of Aowei Cloud Network (**c) in 2023, the overall retail sales of small kitchen appliances are 549300 million yuan, down 9 percent year-on-year6%, and the retail volume was 265.43 million units, a year-on-year decrease of 18%；The average price was 207 yuan, a year-on-year decrease of 80%。Online retail sales were 42.2 billion yuan, down 10 percent year-on-year7%；Offline retail sales were 12.7 billion yuan, down 6. year-on-year0%。
Note: Small kitchen appliances include coffee machines, rice cookers, induction cookers, electric pressure cookers, soybean milk machines, wall breakers, blenders, juicers, electric kettles, frying machines, electric steaming cookers, health pots, frying machines, desktop single-function small ovens, air fryers.
On the whole, small kitchen appliances focus on "many categories". "The East is not bright and the West is bright", driven by many categories, the overall plate of small kitchen appliances is as high as more than 50 billion yuan.
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In terms of single products, the top five categories in terms of retail sales are: rice cookers (133.).400 million yuan, a year-on-year increase of 11%), wall breaker (62700 million yuan, down 183%), electric pressure cooker (53.).600 million yuan, down 2 percent year-on-year3%), air fryer (44.).500 million yuan, down 46 percent year-on-year0%) and electric kettle (44.).200 million yuan, a year-on-year increase of 15%）。
Second, 40 billion level
As the main industry in the kitchen and bathroom appliances, and the pillar industry of the cooking functional area in the kitchen scene, the smoke stove will come out of the trough of decline for several consecutive years in 2023 and return to growth.
According to the total data of Aowei Cloud Network (**c) omni-channel push, the retail volume of range hoods in 2023 will be 18.85 million units, a year-on-year increase of 27%；retail sales were 31.5 billion yuan, a year-on-year increase of 65%, the release of pent-up demand, and the scale rebounded. In 2023, the retail sales of gas stoves will be 21.09 million units, a year-on-year decrease of 19%；retail sales were 17.7 billion yuan, a year-on-year increase of 38%。
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The retail sales of smoke stoves totaled 39.94 million units, a year-on-year increase of 02%, with a total retail sales of 49.2 billion yuan, a year-on-year increase of 56%。
3. 25 billion level
There are two major sub-categories at the 25 billion yuan level of the kitchen appliance circle: one is the integrated kitchen appliance with a high increase in integrated cooking centers and integrated dishwashers despite the shrinkage of the integrated stove market; One is the water heater category that will usher in a strong recovery in 2023.
Specifically, under the theme of great health, the water purification industry, which is closely related to drinking water, ushered in a wave of "dividends", and the awareness of water purification products has been further improved, and it has taken advantage of the opportunity to get rid of the negative growth in previous years.
According to the total data of Aowei Cloud Network (**c), the retail sales of water appliances (water purifiers, drinking machines, water dispensers, water purification equipment - online) in 2023 will be 29.7 billion yuan, a year-on-year increase of 108%, and the retail sales volume was 26.27 million units, a year-on-year increase of 2%.
In terms of single products, the retail sales of water purifiers in 2023 will be 20.5 billion yuan, a year-on-year increase of 11%, and the retail volume will be 8.02 million units, a year-on-year increase of 9%; The retail sales of clean drinking machines were 2.5 billion yuan, a year-on-year increase of 22%, and the retail sales were 960,000 units, a year-on-year decrease of 3%; The retail sales of water dispensers were 5.1 billion yuan, a year-on-year increase of 9%, and the retail volume was 12.56 million units, a year-on-year increase of 3%; The online retail sales of water purification equipment were 1.7 billion yuan, a year-on-year increase of 4%, and the online retail sales were 4.73 million units, a year-on-year decrease of 9%.
On the whole, in 2023, although the overall scale of integrated kitchen appliances (integrated stoves, integrated dishwashers, and integrated cooking centers) will still exceed the 25 billion yuan mark, the performance of sub-categories is mixed.
On the one hand, the integrated stove market continues to be under pressure, the volume has fallen, and the development of the industry has grown from "quantity" to "quality". In 2023, the cumulative retail sales of the integrated stove market will be 24.9 billion yuan, a year-on-year decrease of 40%；The cumulative retail sales were 2.78 million units, down 4% year-on-year2%, the volume fell together.
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On the other hand, the accelerated growth of integrated dishwashers and integrated cooking centers, 2023, as the "first year" of the rapid development of integrated cooking centers, has ushered in a new round of development in terms of brand participation, product iteration, and technological innovation.
In 2023, the retail sales of the online integrated cooking center - stove steaming and baking part will increase by 139 year-on-year6%；The retail sales of the offline integrated cooking center - stove steaming and baking part increased by 22% year-on-year6%。Online integrated dishwasher retail sales increased by 25% year-on-year1%；Retail sales of offline integrated dishwashers increased by 82% year-on-year8%。
Fourth, 20 billion level
In 2023, the key word of kitchen and bathroom appliances is "rebound" growth, among which the rebound characteristics of the hot water market are quite representative.
According to the total data pushed by Aowei Cloud Network (**c), the retail sales of electric heating in 2023 will be 23.3 billion yuan, a year-on-year increase of 40%, 27.2 billion yuan, a year-on-year increase of 104%；The retail volume of electric heating was 17.57 million units, a year-on-year decrease of 37%, 12.36 million units of heat, a year-on-year increase of 59%。
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Although hot water kitchen electricity is classified as 20 billion yuan, the total retail sales of electric heating and combustion heat have exceeded 50 billion yuan. It can be said that the market sales of the two core categories of hot water are comparable to the scale of more than a dozen small kitchen appliances.
According to the data, in 2023, the retail sales of heat + electric heat will total 50.5 billion yuan, a year-on-year increase of 74%；Retail sales totaled 29.93 million units, unchanged from the previous year.
Fifth, 10 billion level
Driven by the twin engines of health demand and lazy economy, dishwashers, which have strong growth momentum, are still on the rise, and disinfection cabinets will have a clear upward momentum in 2023.
According to the total data pushed by Aowei Cloud Network (**c), the overall scale of dishwashers in 2023 will be 1.94 million units, 11.2 billion yuan, and the retail volume will increase by 2% year-on-year3%；Retail sales increased by 9 percent year-on-year6%, strong growth. In 2023, the overall scale of disinfection cabinets will be 3.51 million units, 3.1 billion yuan, and the retail volume will increase by 1 percent year-on-year8%, retail sales fell 1 year on year1%, the decline was significantly narrower.
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Driven by the trend of healthy and quality life, the dishwasher category has been comprehensively upgraded in the four directions of "washing, disinfection, drying and storage", and various brands continue to seek breakthroughs in differentiated selling points.
In terms of disinfection cabinets, the overall is still embedded as the mainstream, but the share of double-line has declined; In 2023, the proportion of online and offline retail sales of vertical disinfection cabinets will be %, respectively, an increase of 3 and 4 percentage points over the same period of the previous year.
Sixth, 5 billion level
From 2017 to 2020, the more functional and integrated desktop laminating machine products showed a blowout, and the scale of the first-class micro-steaming and baking category continued to rise.
However, the market size has dropped sharply after 2021. On the one hand, similar to small kitchen appliances, consumption overdraft due to the "stay-at-home economy" during the epidemic; On the other hand, the industry is facing the substitution of embedded products and integrated steaming and baking products, and is accelerating to the stage of home scene integration.
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Since then, the size of the industry has continued to decline. According to the total data of Aowei Cloud Network (**c), the market size of the desktop micro-steaming industry in 2023 will be 76600 million yuan, down 10 percent year-on-year5%。The decline of the industry is long-term predictable, and how to seek bright spots and break the situation against the trend is the top priority at present.
In terms of specific categories, the market size of desktop single-function microwave ovens will reach 52 in 2023900 million yuan, a year-on-year increase of 23%, of which 58%, offline growth of 14%；The more comprehensive micro-steaming and baking products showed high growth, and the market size of the desktop micro-steaming and baking compound machine reached 7500 million yuan, a year-on-year increase of 112%, of which 19% was online3%。
7. 200 million
As an emerging species in the field of kitchen appliances, cooking robots are full of explosive power despite their relatively short development time. In particular, with the continuous derivation and maturity of digital technologies such as AI, big data, and cloud computing, cooking robots have attracted much attention and are menacing.
According to the online monitoring data of Aowei Cloud Network (**c), the retail sales of cooking robots in 2023 will be 2200 million yuan, a year-on-year increase of **278%；The retail sales volume was 90,000 units, a year-on-year increase of **600%。The overall scale is very small, but the growth rate is fast, and the growth is mainly driven by channel expansion and price reduction.
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At present, the number of brands of cooking robots in the online market is about 25, and the overall number is stable and rising. Judging from the main products promoted by these brands, stirring type is the mainstream product type in the industry, accounting for more than ninety percent of sales.
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From the perspective of product form, the cooking robots on the market have various forms and functions.
There are brands that focus on Western-style pastry baking, and they usually also have Chinese recipes, but Chinese recipes account for a low proportion of the overall proportion, and this type of brand is dominated by foreign brands, such as Thermomix, which has differentiated functions such as kneading, fermentation, and baking.
There are also brands that are committed to maximizing hands-free and truly realizing automatic cooking, such as Timco. The degree of intelligence and automation of the Tim Ke Shiwan series will be relatively closer to the concept of "cooking robot". There are also brands that focus on the taste of dishes in publicity, and this type of brand is dominated by traditional kitchen appliance brands such as Supor, which win the favor of consumers through more delicious dishes.
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Conclusion
There are many types of small kitchen appliances, but the overall decline is on; The traditional smoke stove "old trees sprout new shoots", and the end of several years has achieved restorative growth; The integrated stove continued to decline, and the integrated cooking center and integrated dishwasher rose strongly; Water appliances have rebounded strongly under the theme of "great health"; The demand for hot water market rebounded, and the overall stability was maintained; Under the dual pull of health and lazy economy, the upward momentum is obvious; Tabletop micro-steaming and roasting has been affected and declined, and category iteration has accelerated; Cooking robots are just getting started, but they're menacing.
On the whole, the kitchen appliance industry in 2023 will have a trend of "you sing and I will appear".