Recently, with the impact of the epidemic, people's home time has increased significantly. The time at home makes many busy people have their own time and space to cook again. The micro blog also opens the topic of "home cooking competition", and the content of the circle of friends' fancy food drying is also increasing

In this context, kitchen appliances have become another growth black horse in addition to health appliances. Data shows that from January to February 2020, the retail sales of online dishwashers, disinfectors, table ovens, water purification equipment, drinking water equipment and electric pancakes increased by 40%, 45%, 29%, 15%, 26% and 18% year on year respectively.

Online and offline "ice and fire double sky" new house is still the main driver

Affected by the epidemic, this year, the kitchen and electricity industry accelerated the transfer of sales channels to online. Taking the lampblack machine as an example, due to the impact of the epidemic, in February 2020, the retail sales of offline lampblack machines were 205000, down 59.5% year on year; the retail sales were 250 million yuan, down 61% year on year. The overall sales channel of the range hoods has shifted to the online market, and they have begun to try to win customers in the form of live broadcast to hedge the impact of the short-term epidemic.

In addition to the application of cooking, affected by the epidemic, consumers will have a deeper demand for the "sterilization and disinfection" function of healthy home, kitchen small electricity and appliances, and the epidemic affects the promotion of health awareness. More than 60% of consumers said they would buy personal care appliances, kitchen appliances and healthy household products within 1-3 months after the recovery of the epidemic, and one third of them even plan to increase their budget.

According to the data released by Suning, the sales volume of dishwasher, dish washer and other kitchen and electrical products soared 133% during the epidemic period, becoming the market hot goods next to the epidemic prevention materials such as masks and disinfectant water.

In addition, the new house is still one of the main drivers of the increase in kitchen electricity this year. From the real estate start-up data, the kitchen electricity downstream of the real estate will also welcome the release of demand. According to the calculation of Pacific Securities, China's new construction area in 2015 is the industry's low point, which is transmitted to the kitchen and electricity end corresponding to the sales low point in 2018-2019. In the next three years, the incremental demand can be expected. At present, the proportion of new housing driven is about 60%.

According to grapefruit, compared with the mature white electricity market, the penetration rate of kitchen electricity market is relatively low, and it is still in the growth stage. As of 2018, there are 79 sets of range hoods in urban households and only 26 sets in rural households in China. There is still a big gap with Japan, South Korea and other countries. And China's urbanization rate is expected to reach 70% in 2030, with an increase of one percentage point, which means that about 14 million rural people will be transformed into urban population. The 14 million "new urbanites" will bring a lot of new demands to the kitchen electricity market. According to the analysis of the insiders, at present, the first and second tier cities have gradually entered the stock market, and the population has been saturated. In the future, the sinking market of the third and fourth tier cities and rural areas will become the main source of the growth of large-scale kitchen electricity. After the outbreak, the kitchen industry should focus on the third and fourth tier market.

Two key words of kitchen electricity 2020: "intelligence" and "innovation"

Before the outbreak of the epidemic, the kitchen electricity market, which has been growing, saw its first decline in retail sales in recent years. Grapefruit learned that from January to September 2019, the overall market size of China's kitchen electricity was 21.34 million units, up 9.07% year-on-year; the retail sales were 100.9 billion yuan, down 2.26% year-on-year. Among them, the trend of decline of traditional category of kitchen appliances is obvious, but the trend of rise of new category of kitchen appliances such as dishwasher, steamer, micro steaming and baking machine, integrated stove and other categories is still on the rise.

Taking integrated kitchen as an example, at present, China's integrated kitchen industry is in the embryonic stage of industry development. In 2018, the sales volume of China's integrated kitchen reached 1.748 million units, the sales volume reached 12.92 billion yuan, and the retail sales volume increased 44% year-on-year, becoming another 10 billion yuan sub category of the kitchen and electric industry.

In addition, intelligent kitchen electricity is also the development direction in 2020. It is reported that last year, intelligent kitchen electricity has become the "breaking point" of the industry. More and more enterprises integrate Internet of things, big data, intelligent and other technologies, giving more intelligent elements to traditional kitchens. It is predicted that by 2020, the intelligent rate of kitchen electric equipment will reach 25%. At the same time, the arrival of the epidemic makes more consumers realize the importance of "kitchen socializing". As the embodiment of consumption upgrading, the kitchen will not only meet the basic cooking needs, but also carry social and entertainment functions, becoming the second family social center besides the living room. With the support of technology update and progress, intelligent kitchen and electric products emerge in endlessly, the products are more humanized, more practical, interactive, linkage, safety and other functions are continuously enhanced, and the use and control are very convenient, providing users with more intelligent life experience.

People in the industry told grapefruit that it is common to enjoy the health and fun brought by cooking and the smart kitchen that liberates people's hands. Therefore, in order to seek new growth point, kitchen enterprises should start from the demand of market consumers, grasp the innovation and intelligence of kitchen electrical products, and meet the "post epidemic era" in 2020.