Multi-channel capital targeting smart kitchen appliances

The "scraping battle" in smart living rooms is gradually turning to the kitchen.

The General Office of the State Council has issued the “Action Plan for the Implementation of the Outline for Quality Development in 2016” recently, which deals with special actions of consumer products, such as air purifiers, rice cookers, and smart toilet seats.

The "Action Plan" pointed out that special efforts should be made to improve the supply of consumer goods, focusing on consumer products that are of general concern to consumers, such as air purifiers, rice cookers, smart toilet seats, smart phones, toys, children's and infants' clothing, kitchen utensils, and furniture. The quality of consumer products will be improved, and the variety, quality and brands will be increased.

In this regard, the reporter learned from the kitchen electricity industry companies that the intelligentization of the kitchen electricity industry has begun to land, and multi-channel capital, including traditional enterprises to Internet companies, has begun to target this market.

"Scrimmage" turned to the kitchen

In the industry's view, in the past, the living room economy, as the profitable King Mountain that major brand merchants are competing to pursue, has been relatively mature in pattern development. The market for living room appliances such as TVs, refrigerators, washing machines, and air conditioners is basically saturated, and the penetration rate is extremely high.

With the real estate industry gradually returning to market development and the continued growth of residents' income, the kitchen and electric power industry will maintain stable growth for a long period of time. In particular, through intelligent change and development, the future kitchen will become the next big market for independent development.

Wang Weiqiang, a research manager of China Kitchen & Electronics Co., Ltd., told reporters that at present, smart kitchens include a wide variety of kitchen appliances and cannot provide a unified and comprehensive data describing the market capacity. However, he said he can provide several indicators for reference. , "In the kitchen appliances, smart appliances represented by soot machines are basically just starting from last year, and we have monitored the market share of some smart products in 2015 to less than 2%." He believes that in 2015 focused on the entire smart kitchen area, the market is still in its infancy.

For example, Wang Weiqiang stated that the owner’s electric appliance ROKI concept product was launched in 2014. The start of sales in the market was basically the beginning of 2015. It also reflected that at present smart kitchen power, companies are still in a stage of ignorant exploration, so it has resulted in The market share is low.

The reporter learned from the sales data of Wang Jianchun, owner of ROKI, the owner of the electric appliance, that the total sales of the 8700 smart range hood equipped with a ROKI system in March 2016 was 10312 units.

"The product that can sell 10,000 ROKI products in a month is indeed a very powerful figure." Wang Weiqiang added further.

Multi-channel capital layout

In Wang Weiqiang’s view, the competition in the smart kitchen area is fierce and participants are very popular. He divided the company into the smart kitchen into three categories: First, the traditional home appliance companies, such as Haier and Midea, etc., the company's product line is very long, the planning is the overall intelligent hardware linkage; Second, platform companies, including Jingdong Wei Lian and Alibaba Cloud, which are based on their own channels of circulation as home appliances, provide an intelligent, connected platform for future home appliances. Third, Internet companies like Xiaomi and Leshi are also relatively small entrepreneurial companies.

Specifically related to the field of kitchen appliances, Wang Weiqiang said that 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-based intelligence. The second is based on the product's own intelligence. It is an upgrade of product technology. Like the cloud cube and the wind cube smart product launched by Fangtai, Midea's now-launched range hoods are all based on a smart upgrade of the product.

And Song Chunfeng, general manager of Big Data Technology Co., Ltd. of Beijing Aowei Cloud Network Data Co., Ltd., analyzed that “from now to the next few years, the home appliance companies that are already established in the country will be involved in the field of kitchen appliances.”

Of course, the domestic first-line Internet companies are smashing the smart kitchen market. Song Chunfeng said that although there is no Internet company to intervene in the category of kitchen appliances, the penetration of Internet companies into kitchen and electric appliances is an inevitable result. "A lot of companies started planning in the second half of 2014. In 2015, they officially reported their plans for the previous year. The latest companies are basically also planning for deployment at the end of 2015."