Electric baking pan market structure stabilized

Electric baking pan, a well-positioned, brand-focused, and regional consumer-considerable small household electrical appliance has gradually become a new consumer appeal.

According to the data provided by Yikang, a market research institute, in the first quarter of 2013, although the retail volume and amount of mechanical electric baking pan declined, the retail sales of computer-type products increased by as much as 45.7% year-on-year, and the retail sales increased by 39.5% year-on-year. %.

Midea’s share of the country’s share of Liren’s share has shrunk. Recently, the staff of Liren Technology Co., Ltd. is busy with its product promotions. This small household appliance manufacturer in Beijing was famous for producing China's first domestic electric baking pan in 1995. But now, this company that focuses on electric baking pan for 18 years is no longer the sales champion of this industry. .

Instead, it is the white goods giant - the United States.

Liu Ye works in the Life Electric Division of Midea, and as a rice cooker category planning manager, he is responsible for the category of electric baking pans and rice cookers. He said that in the past five or six years, the overall market for electric baking pans really began to rise. The overall market size is currently around 500 million yuan - 600 million yuan. "In the past three years, the United States has always maintained its sales volume, according to our According to the monitoring data, in 2013, sales of electric baking pan products in the United States are expected to be between RMB 250 million and 300 million. Among them, from January to May, retail sales of shopping malls have already achieved about 10 million sales.” The increase is more obvious.

In the e-commerce platform, sales of electric baking pan products are also gratifying: According to data provided by the Tmall Mall, May 15, 2013-March 14, 2015, a promotional product of the United States, the monthly turnover of 5237, so far The total sales volume of this type of mechanical electric baking pan has exceeded 50,000 units, refreshing the record of online sales of electric baking pans; the highest sales volume of Liren's products is a computerized baking pan, with a monthly sales of up to 1996; Supor's The highest monthly sales is also a mechanical product with monthly sales of 585 pieces.

The above three companies are currently the main force in the electric baking pan market. According to Zhong Yikang data, the brand concentration of electric baking pan products is relatively high, and the top three sales of the United States, Liren, and Supor have occupied more than 80% of the market share.

Industry analysts pointed out that as the earliest manufacturers of electric baking pans, Li Lie established its own market position early on with its higher price/performance ratio, but with the entry of the white crocodile, the first throne can only be surrendered.

Mechanical type is still the mainstream computer type began to exert force in 2000, Liren Corporation launched a computer-type electric baking pan, but until now, mechanical products are still the mainstream of the electric baking pan market: Data show that in the first quarter of 2013, mechanical electric cake The retail share of Handan is 73.4%, while the computer retail share is 26.6%.

Li Liren's sales manager said in an interview with China National Grid that Liren’s electric baking pan products accounted for 50% of each of the mechanical and computer types, and Liu Ye said that the proportion of mechanical baking machines in the United States accounted for More, about 60% more, the share of computer-type products is about 30%. However, he also pointed out that computer-based products will be the future direction of development, "computer-type products are simple to operate, more functions, for example, can achieve heating control, appointment control, etc., can better meet the individual needs."

Comprehensive data show that in the first quarter of this year, the United States slightly decreased in the mechanical market share, a slight increase in computer-based market share; Liren in the computer market growth is larger, but the mechanical market share has shrunk; Supor performance is stable, two types of markets Shares have improved; Nine Yang’s share has increased rapidly, and computer-based products have performed better in the market.

Talking about the development direction of electric baking pans, Liu Yu said that electric baking pans are mainly based on cakes. At present, on the market, frying-roasting machines are also introduced for the southern and eastern coastal provinces, but the development is more difficult. The main direction of development will also be to "make cakes." He said that in response to this feature, the focus and direction of future research and development of Midea’s electric baking pan products will focus on the following aspects: First, the function of “even hot plate”, “The heated electric appliances must ensure consistent taste, which requires uniform "Hot heating plate"; the second is to meet the needs of different market segments, to adapt to different flavors of the cake, "such as Beijing, Tianjin, Shaanxi and other places, do the taste of the cake is different, for the care of these tastes, It will be a direction for the future development of the US-based electric baking pans. The third is that the channel market will target large-diameter products for the tertiary and county-level township and village markets so that consumers can make larger-diameter cakes; The four directions are to be easy to clean and store; in addition, computer-type products will also be the future direction.

Peng Yue, vice president of Zhongkang, said that in the electric baking pan market, enterprises should actively seize intelligent products, which can not only give full play to their own advantages and technical characteristics, but also avoid similar products. "At the same time, accelerating the versatility and intelligence of products can prevent manufacturers from falling into the quagmire of price wars, thereby shifting the market to the benign competition that fights products and fights technology."