Smart kitchen appliances create a new closed economy kitchen

With the development of science and technology, more and more new types of smart appliances are pouring into the kitchen. Ovens, microwave ovens, dishwashers, rice cookers, etc. In the Internet of Things environment, there are still more possibilities for the value of smart appliances. The refrigerator is the core of the kitchen Internet of Things. It is not impossible to implement data display, processing and monitoring of the work situation in the future.

However, in the current cold winter of capital, how to warm up their own advantages and successfully create a new closed-loop kitchen economy?

The kitchen economy starts with the scene

As if in a moment, the Internet began to enter the era of the scene, and all walks of life have made a fuss about the "scene". The scene seems to be the winner and the person who determines the fate of business. Whoever owns the scene will have the ability to lead, make decisions, stimulate and transform consumption.

Reflected in real life, the most directly related is the kitchen catering. Wang Yuxiang, founder and CEO of Bean & Fruit Foods, said: “Besides filling their stomachs, Chinese people often reflect the scene. For example, business negotiations and gatherings of friends can all be completed during the meal, so the kitchen will be given a kind of The nature of the social scene, and this blessing will gradually replace the kitchen as the new center of the family."

Unlike other Internet industries, dining scenes are never virtual experiences but are based on the redevelopment of potential user needs. Accurate user needs will be generated from the offline scene, and more innovations will create a more perfect scene experience for users. Wang Yuxiang said, "All scenes that abandon user value are juggling!"

In terms of "user value," today and after 80 and 90, cooking is considered to be a pleasure, paying more attention to the pursuit of healthy diet, and then replacing the past experience with quantitative behavior. As the new consumer, they do not care much about the cost-effectiveness of the product and are more willing to pay for the brand and creativity of the product.

In the past, the living room economy, as the profitable King Mountain that major brand merchants competed for, has become relatively mature. The market for living room appliances such as TVs, refrigerators, washing machines, and air conditioners is basically saturated. The penetration rate is extremely high, and kitchen appliances now enter the market. During the period of high growth, especially through intelligent change and development, the future kitchen will also become the next big market for independent development, attracting more and more people's attention. For these new changes, all the things that can be extended in the kitchen will be regarded as the direction of exploration, food, kitchen appliances, cabinets, kitchen utensils, and so on.

Mining new opportunities for kitchen economy in big data

In the past, convergence was prevalent; today, personalization is prevalent.

According to data from the 2011-2015 China Kitchen Appliance Industry Market Depth Survey and Development Trend Forecast Research Report, the total scale of China's home appliance market has achieved an outstanding result of 1159.6 billion yuan, and kitchen power is growing. Experts in the industry believe that the average annual growth rate of the domestic kitchen electricity industry will exceed 15% in the next five years, and it will present a high-end intelligent development trend.

Statistics show that strong market demand is driving the rapid growth of China's kitchen and electricity industry.

According to relevant statistics, the market penetration rate of household appliances such as refrigerators, washing machines, and TV sets in China is 79.3%, while the penetration rate of kitchen appliances such as range hoods, gas cookers, and water heaters in China is only 37.9%, and the market for household disinfection cupboards The penetration rate is relatively lower. In other words, nearly 79 households in every 100 households in China own household appliances such as refrigerators, washing machines, and television sets. In contrast, only 37 households use kitchen appliances for every 100 households. With the continuous development of China’s economy, When kitchen appliances have become a must-have for home improvement kitchens, there is still 4 to 60% of market demand compared to other major appliances. This is a set of amazing business opportunities.

The deep sinking of large and medium-sized premium brand market channels, driving market demand is a new marketing model derived from the current social economy. Changing the underlying market consumption pattern with high-quality kitchen and electric brands has brought a huge new market space for the kitchen appliance market.

The specialization of kitchen and electrical appliance categories prompted the terminal to present a product classification operation, including six core products, including range hoods, gas stoves, electric water heaters, gas water heaters, household sterilizers, and integrated environmental protection stoves. The mainstream of the store, followed by electric heating and burning heat occupies part of the terminal, and the growth rate of the integrated stove-based independent terminal is more obvious. The six major categories of integrated brand stores or experience living halls will become the main trend in the future.

In this context, the bean and fruit cuisine revisited the young people's consumption patterns, hit young people's pain points, and completed a new connection between the product and the user's lifestyle. From this point of departure, Wang Yuxiang built a scene for the brand from the perspective of purchase decision: When consumers walk to the shelf, they face a variety of seasoning supplies, including a brand QR code of the bean and fruit recipes. Ability to get content, purchase decisions for the consumer or will change as a result. Cooperated with Changdi to launch a custom oven and cooperated with Gu Longtian to launch a customized soy sauce. The bean and fruit cuisine underwent many beneficial attempts under the concept of a new economy in the kitchen. Constantly try to explore multi-mode cooperation with companies and platforms in different fields and industries. “Enjoy the kitchen economy, build a new user-centered and full-coverage food community ecosystem around big data.”

Smart kitchen appliances create a new closed economy kitchen

As smart technology has been applied to the kitchen area, smart kitchen products have emerged one after another. In front of this market "big cake", many traditional kitchen electric companies and Internet companies and other multi-channel capital began to target the smart kitchen and electricity market.

The competition in the smart kitchen area is fierce and participants are very popular. There are roughly three types of companies that have entered the smart kitchen: First, traditional home appliance companies, such as Haier and Midea, etc., the company's product line is very long, and the planning is the linkage of the overall intelligent hardware; second is the platform companies, including Jingdong Micro and Ali. Cloud, they are based on their own channels of distribution as home appliances, for the future of home appliances to provide a smart Internet platform; Third, such as millet, Le Shi as Internet companies, coupled with still relatively small start-up companies.

Specifically related to the field of kitchen appliances, the traditional home appliance industry has two directions of intelligence, the first is a similar platform-based, Internet-based connection, the future intends to make platform-like intelligence, such as bean and fruit cuisine. The second is based on the product's own intelligence, which is an upgrade of product technology. Like the Cloud Cube and Wind Cube intelligent products launched by Fangtai, Midea's now-launched range hoods are all based on a smart upgrade of the product.

With the "Internet +" thinking gradually deepening and landing in all walks of life, more and more companies are beginning to think about how they can seize the opportunity in the Internet to achieve product upgrades.

Take bean curd food as an example, standing on the cusp of high-end and smart, find the right place for smart kitchen appliances. For example, in-depth business cooperation with Samsung Life Appliances will integrate the bean and fruit gourmet platform into the 21-inch touch display screen of the Samsung Smart Fridge. The bean and fruit cuisine is fully supported by the APP, and Samsung has completely built an intelligent product integrating home appliances and APP. Samsung Xin, Director of Life Appliances Market, Samsung Electronics Greater China, stated that “the three core values ​​of Samsung’s home appliances are: leading technology, originality, and human intelligence. These three points are the result of consumer insights, so Samsung is choosing In addition, it also cooperated with Haier's first Internet refrigerator (Xin Kitchen Refrigerator) to integrate bean curd food-rich recipe data and professional back-office technology. Users provide smart kitchen food service.

No data, no intelligence; no intelligence, no business. The bean and fruit cuisine firmly occupies the position of the economic leader of the kitchen through the new closed loop of the kitchen economy of “Tools-Community-E-Commerce-Smart Kitchen Power”.

Traditional home appliance giants are exploring new market development directions, home appliance intelligence, smart home ecosystem, and smart home entrance. We look forward to better intelligent products to improve the quality of our lives.