Purple Rice Pearl
Rice Cooker: Industry Matured Into Aging
Rice cookers because of low price, after two decades of development is already a very mature industry. Present, China’s urban households rice cooker has reached the penetration rate above 100%, almost every family has a rice cooker. Rice cooker production areas are mainly concentrated in Guangdong Shunde, Lianjiang, Zhanjiang, Zhejiang these places. In particular, the United States and the rice cooker has been for several years running away from the top spot on the disc.
Market Status: No breakthrough in technology industries into mature stage of aging trend
Rice cooker market is currently facing problems mainly in the market is becoming saturated, the industry matured, no major breakthrough in technology, flat, 34 occupy a large portion of the market is brand-name, polarization, electric pressure cooker, cooking utensils and other new invasion of the market. It is understood that from 2005 to date, rice cooker market has been falling for three consecutive years showed sales volume growth. Time to market research firm in ekon the number of investigations show that in 2007 rice cooker 1 to April total volume of retail sales fell 0.39% year on year, while retail sales have increased by 14.27%, the product of high value-added technology has become the market trends. In addition to cooking, the rice cooker has been in concept and function to achieve a new extension, this year, Panasonic, Hitachi, Mitsubishi, Toshiba and other foreign companies to bring its new products coming to market, even so, to purple casserole, electric pressure cooker, led by some of the more new electric cookers and rice cookers began to penetrate some of the high-end market and thus launched models from the manufacturers, technical direction of view, rice cookers began to move toward aging.
Rice cooker: Brand hundred fifty or sixty enterprises
From a secondary urban look, rice cooker market fundamentals on the U.S., and Supor, Panasonic, Hitachi, Toshiba, these brands of the world, but because of the high penetration rate of rice cooker industry, upgrading the consumer market potential, high-profit, production and technology low and thus attracted a lot of brands to enter the field of the industry, in fact, coupled with 34 rice cooker market, there are at least hundreds of brands of rice cooker brands. Main may be distinguished the following categories:
The first is the “mega-type”, like beauty, Wei WANG, Hong Zhi rice cookers these three companies account for annual sales to one-half of the rice cooker market, these enterprises, whether domestic or export are all mega-class companies, its main selling products cheap, mainly the amount of walking.
The second “high-sharp precision type”: such as Panasonic, Hitachi, Sanyo, Toshiba, Philips, this type of old enterprises, these new brands were launched at the technological forefront of achievement there for a total of gaze.
The third “derivative group”, such as Haier, TCL, Gree, Glanz, Zhi Gao, Supor, owner, etc. This type of home appliance enterprises in their respective areas of influence on the brand, channel diversification of expansion under the favorable factors such as industry, rich in its own product lines, niche business into the rice cooker. Such as TCL, Galanz, Supor is a three typical examples.
The fourth “home-grown army,” although on the surface looks brand share of high efficiency in the huge industrial chain driven, Shunde, Zhongshan, Lianjiang these places there are also some small and medium size OEM, paste white Factory exist: there are professional OEM factory, but there are some operators more flexible ideas of the manufacturers, describe quasi-market opportunities, what products will sell products on what to do. The fourth business if done well, of course, will not only be willing to do white machines, as well as a small business will gradually introduce its own brand.
So, to say the flow of rice cookers in the market, brands can reach the fifty or sixty I’m not exaggerating. The future market brand rice cooker will be reduced to twenty or thirty months, but because of the county seat town market, consumer market there is demand, so a small plant rice cooker products will continue to survive for some time.
Market price: civilians admire hundred dollars attracted to high-end machine manufacturers
Because of the complexity of rice-cooker business, so the price of rice cooker market conditions also to polarization.
The maximum retail price can reach some one thousand dollars, the lowest is only tens of dollars, and one difference up to a hundredfold. The price of rice cooker segment can be broken down into: 100 yuan, 100-150 yuan, 150 yuan to 250,250 yuan to 400 yuan, 400-800 yuan, 800 yuan.
In the secondary market, 100-150 yuan, 150-250 yuan of these two types of products best-selling. Like the United States the price of 100 diverse MBYJ series of rice cookers, in which a single price of 103 yuan MBYJ307E, 101 yuan MBYJ307F have been among the industry sub-type rice cooker sales ranking and become the US’s electric rice of the main pot sales. In Guangzhou, Shanghai, Beijing, the big cities than 200 yuan of the most popular microcomputer-type rice cooker, the 400 yuan of such products in the high-end rice cookers with Supor, Panasonic, Midea rice cooker has also been accepted by some people.
Three, four markets, which was a lot of research data is difficult to monitor the companies to the county town market, the United States, and Glanz, TCL, Gree Due to a strong channel network and its own brand of influence to the county town the market still has a strong appeal, three, four hundred dollars the market is a lot of these companies about the power of the consumer market models. Since this market consumer brand loyalty is not high, the long-term after-sales service for value-added services not paid much attention, mainly interested in low-priced products. Core consumer price segment products in 100 yuan, in which consumer attitudes, a number of small factories received part of the living space.
While the real market based on a hundred machines, but the hundred machines low profit margins for the manufacturers in terms of percentage of optimal profit model is: 3:5:2, that is, 30% of the low-end, mid-range for the 50%, high-end products at 20%, while in many cases are: 5:4:1, and even low-end more and more manufacturers start making re-planning to more than 250 yuan in the high-end market. Volkswagen brand has always been the same as walking in the low-end strategy, the United States, and in 2007 announced that from the original ‘low-cost, low-cost, low input, low-margin, low-quality’ to ‘high nature value, high quality, high investment, high margin , high return ‘ “” Five High “strategic transformation of the slogan, to high-end transformation. It is understood that 400 yuan to the U.S. high-end model Model account for about 80% of its products, at present the main push” Pearl “and” rookie third-generation “series of products, a single price of 200 ~ 400 yuan. parties to burn of the main push” poly-Xiang Wang “and” smart King “series of product price of 400 yuan. Similarly, there are plans for high-end market, Glanz, Su Weibull, the boss, and other enterprises.
Japanese rice cooker technology at the forefront of domestic enterprises partial shape
The world’s first rice cooker from Japan, Panasonic, due to Japan to rice balls, sushi, etc., as staples of the diet, so Japan is rice, cooking demands an extremely high state. Japanese rice cooker technology has been the forefront, such as electromagnetic induction (IH) heating, vacuum pressure cooking, “pure carbon pot,” the Department of diurnal rice cooker technology has been driving the industry forward, the direction of the main Japanese rice cooker R & D to the taste, nutrition sectors as well. , In Taiwan, due to major domestic popular models hundred models mainly, though also launched new products, every year there are dozens of new products available, but compared to Japan to invest in R & D is relatively small. R & D focus on the direction of the Liner material, microcomputer control, heating technology, appearance in the main, such as the United States launched a few years ago, material made of Inner Space, intelligent frequency electromagnetic heating technology, the Tao Jing in Supor bile technologies.
Manufacturer: Electric pressure cooker, rice cooker with two hands
Technical function and difficult a major breakthrough, although the giants at home and abroad to give cooking rice cooker a lot of other functions such as making cakes, and more recipes for rice cooker cuisine features are no longer monotone, hopes function rice cooker can break people’s “rice cooker is used to boil rice, porridge, soup,” the use of ideas to stimulate the replacement rice cooker, rice cooker sales increase of price and the extension of the lifeline. But it is more energy-efficient electric pressure cooker is more time-saving part of the appearance of making high-end rice cooker electric pressure cooker market has started to tilt.
The face of this opportunity, many manufacturers have introduced products corresponding electric pressure cooker to prevent the loss of this area’s market, like the United States, and charity, Supor, Glanz products such as introduction of electric pressure cooker, it is understood the United States two years ago electric pressure cooker on the commencement of the production and sales, according to the ekon statistics, the first four months of 2007, the U.S. electric pressure cooker sales and sales rank first in the country, the domestic market share of sales and sales The proportion of 38.92% and 38.88%, and beauty is also made public claims that in 2006, its electric pressure cooker sales have more than 200 million yuan. Many manufacturers, and experts believe that the future market potential than the rice cooker electric pressure cooker great.
Future:
Future business trend: At present, in a secondary market, said company boss who the future with its strong channel network to accelerate the three, four market penetration, but because they are the oldest sights on more profitable high-end market, pairs of three, four more to take the amount of the market, as well as clear as a dumping stocks this year, small businesses still have some living space, but in the long run if we do not quickly grow small businesses to strengthen their financial strength, will become the survival of a major problem.
Price Quotes: big-name manufacturers who have spontaneously begun to high-end development, especially to high-end beauty transformation of America into the occupied country three more than the market, its every move both on the rice cooker has a significant impact on the market, its introduction of the new model at 400 yuan, currently on the market hundred machines, most only cooking, heat, porridge simple functions, making the price of 1,2-hundred dollars or so there is room for 200 or so price has been accepted by the public price, microcomputer fuzzy control technology, such as multi-function rice cooker down to 200 yuan will be popular with consumers, and it will squeeze out part of the original function of a simple hundred or so machines market.
Technical direction: As the title of its own rice cooker, as well as functions have been scheduled for death in the “cooking, porridge, soup,” which several basic functions, the future rice cooker technology, at a deeper level to the nutritious and delicious, healthy diet, energy-saving life, intelligent, personalized designs develop. As the entire consumer market, the pricing is not too high on the rice cooker, so high-tech functions not ask for much, at least in the Chinese market so. Manufacturers to develop a high-tech products as the brand’s “image machine”, highlight the company’s technical R & D capabilities, but as the flow of the main models, without a certain low-cost basis will be more difficult to spread.
Consumer groups: consumer group mainly consists of rice cooker: 1, the city’s wedding, home renovations “new school”, can withstand a maximum price of rice cooker consumption of up to 800 yuan, the most common consumption of up to 250-300 yuan this price segment. 2, urban single working family, “singles” city-specific consumer groups in growing this type of consumers, the face of consumer prices of rice cookers more miscellaneous section, most will focus on the hundred or so 1L, 1.5L of rice cooker. 3, rice cookers upgrading of consumer groups, it is understood that all rice cooker update frequency of the volume of household appliances, generally three to five years began to scrap. This part of the consumer groups would have required the brand, consumer prices of rice cookers would be about 200-250 yuan. 4, the rural consumer groups, with the rural people’s living standard improved understanding of the electrical appliances have a certain growth in product acceptance and use of rice cooker, rice cooker It is understood that the penetration rate of only 62% in rural areas, as described above, as: ” pairs of brand loyalty is not high, the long-term after-sales service for value-added services not paid much attention, mainly interested in low-priced products.’s core consumer price of 100 yuan Duan product. ”
In general, although the life cycle of rice cooker is beginning to age, but the rice cooker as a functional household appliances, despite electric pressure cooker, purple casserole newer products such attacks, but still the same as the regular pressure cooker, will persist in the domestic market, but the road will be relatively high-end rugged.
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