Following the dishwasher and dryer, the steamer has become another phenomenal product in China's home appliance industry. Driven by the two-way positive demand side and supply side, China's steamer market is experiencing rapid growth.

As one of the earliest kitchen appliances companies to introduce steamer products in the domestic market, Fang Tai not only placed high expectations on this emerging home appliance category, but also set an ambitious goal. Tang Rong, the head of Fangtai Steamer Products, said in an interview with China National Grid that Fang is not only to maintain the rapid growth of the steamer business, but also to make the steamer a necessity for high-quality people.

Dare to "eat crabs" to localize and develop "top-opening" steamer market

Steam cooking has a history of thousands of years in China. The long-standing steaming tradition and the demand of Chinese consumers for healthy eating have spawned a new subdivision category for the kitchen electric industry – steamer.

As early as a decade ago, Fang Tai noticed that Chinese people like to eat steamed vegetables, and steamed vegetables accounted for a higher proportion in the coastal areas. However, there was no steamer in the domestic market. There were only a few desktop steamers on the market. The cooking effect is far less than the steamer that appeared later. Fang Tai is keenly aware that the domestic market has a huge market demand for products that can achieve steam cooking.

At the same time, Fangtai's product research and development team visited abroad and found that some well-known foreign kitchen electric companies launched similar products, which inspired Fangtai's research and development team.

Considering that domestic and foreign understanding of steamed vegetables is different, Fangtai R&D team has carried out localized research and development of steamer on the basis of foreign products based on Chinese cooking needs and eating habits, including product performance and core components. A very big improvement has been made.

In 2009, Fangtai took the lead in launching steamer products in the industry. At that time, the domestic steamer market was still blank. Just as Fang Tai combined with China's national conditions to carry out localized research and development of the dishwasher, and developed the market-based explosion-proof product sink dishwasher, Fang Tai also carried out a lot of thinking and exploration in the localization research and development of the steamer, which made Fang Tai The steamer has gained wide recognition in the market.

"The requirements for steaming in China are different from those in foreign countries. In China, 'steaming' requires a lot of steam, and it needs to generate a large amount of steam in a short time." Tang said that there was no way to learn from foreign products at that time. Fangtai R&D team refocused In the traditional Chinese “steaming” method, we have explored the vital steam quantity and temperature control.

Fangtai SCD39-Z1 embedded steamer

Nowadays, with the young consumer group represented by the 90s becoming the main force to buy steamer products, the steamer industry has also ushered in a new challenge. “A lot of our steamers are 90, we don’t have cooking, we don’t have any cooking experience, so they need smarter products.” Tang said that there are many kinds of ingredients in our country, and the taste varies greatly from north to south. There is a big difference between the provinces and each region. On the premise of meeting the needs of most consumers in China, Fang Tai developed a smart menu for the steamer based on the adaptability of ingredients, regions and customers.

On the basis of deeper insight into localization needs, Fangtai has developed a series of steamer products that meet the needs of Chinese people, such as the light and shadow series and the Sky Series. Fang Tai's intelligent steamer, through the secondary heating of the steam inside the box, raises the high temperature steam at 100 °C to 110 °C, which is difficult to mature, time-consuming and labor-resistant for bacon, pork ribs, chicken, fish head, squid, squid, squid, etc. The dish makes it easier to penetrate the inside of the food, making the food mature and crisp. The inner cavity design follows aerodynamic principles to ensure that sufficient fresh steam heats the food, and the dual steam generators work together to generate a large amount of steam and more precise temperature control. The 7 major categories carefully developed by Fangtai Culinary Research Center, a total of 40 smart menus, allow users to easily get a delicious table. At the same time, through the top auxiliary heating film and the back water vapor separation device, the generation of condensed water in the steaming process is reduced, and the influence of the dripping of the condensed water on the taste and appearance of the food is avoided, and the traditional steamer is obviously separated.

Optimistic about the growth potential of the steamer and the big market cake

In the domestic market, “Pioneering” for nearly ten years, Tang and his team finally ushered in the rise of the steamer market. Driven by the consumption upgrade, the steamer began to enter the market introduction period, showing a momentum of explosive growth. The steamer, together with the range hood, gas stove, dishwasher, microwave oven and electric oven, became the “new six pieces” of the Chinese kitchen.

According to the data of Aowei Cloud Network, the scale of China's kitchen electric power market is close to 100 billion in 2017, and the sales volume of embedded steamer has reached 538,000 units, a year-on-year increase of 56%, and the sales volume reached 3.40 billion yuan, a year-on-year increase of 55.7%. Aowei Cloud expects that the sales volume and amount of steamer will increase by more than 50% in 2018.

Fangtai SCD39-C2T embedded steamer

"The prospects are very impressive." Tang always said with certainty that consumers are paying more and more attention to health, and the steamer reflects quality life and is a plus item for consumers' quality life. He expects that the steamer will maintain rapid growth in the next five years.

With the rapid release of the steam box market demand, more and more enterprises are entering the steamer market. The influx of a large number of enterprises has rapidly amplified the volume of the steamer, and the cake in the steamer market has continued to expand. Omni Cloud's omnichannel monitoring data shows that by the first quarter of this year, there were 112 steamer brands on the market, of which 106 brands produced embedded steamers.

“In recent years, customer perception has developed rapidly. Now many friends are paying attention to this piece. We obviously feel that this wind seems to be brought up, so I think this may be a positive factor. Let’s make this cake bigger. "Yong always said.

Although the market prospects are widely optimistic, the popularity of steamers in China is still facing many pain points. The first thing that bears the brunt is that consumers still need to improve their awareness of steamers. The industry still has a long way to go.

"From the perspective of our steamer promotion, although it feels better to sell more than in previous years, customers will take the initiative to ask, but I feel that this proportion of customers still needs to be improved." Tang said frankly.

To this end, in the promotion of steamer products, Fang pays special attention to consumer education, and strives to convey to consumers the concept of steam cooking nutrition and healthy consumption and the good cooking effect of Fangtai Steamer.

Fangtai SCD39-Z2M7 embedded steamer

Create high-growth categories to make steamers into high-quality people's daily necessities

In 2017, Fangtai's kitchen sales revenue exceeded 10 billion, becoming the first kitchen appliance company with sales revenue exceeding 10 billion. Fangtai was able to achieve this record of creating industry records, and the contribution of the steamer business was considerable.

In the opinion of Tang Zong, as a product that conveys the concept of healthy quality of life, the steamer and the brand culture and values ​​of Fangtai are highly compatible, so Fang is too confident to do better in the steamer market. “The steamer is very compatible with the positioning and image of our entire brand. We are confident that we can make better steamer products that reflect customer value.”

At present, Fang Tai focuses on two directions in the development of steamer products: better cooking effect, making it easier for customers to use. “The core of cooking products is that the cooking effect is good and the cooking effect is good. It is to maximize the nutritional content and health of the ingredients on the basis of good taste. This is the reason why we continue to study and deepen the cooking effect.” Say.

At the same time, Fang too pays more attention to the easy operation of the smart menu and the product itself. In order to make the smart menu more satisfying to users' tastes, Fangtai Culinary Research Center has been cooperating with Jiangnan University and Yangzhou University to study the temperature curve of different food steaming processes. In the future, there will be more intelligent menus updated to Fangtai Steamer. It is convenient for consumers to use. In the convenience operation, Fangtai intelligent steamer innovative use of the upper-mounted water tank, even if you add water in the middle, you do not need to open the steamer to ensure a steamed, truly FAW.

Within the company, Fang Tai gave high attention and expectation to the steamer category. “From the strategic direction of the company, we want to make the steamer a necessities for high-quality people,” said Tang. Fang Tai’s product innovation has turned the steamer into a product that is easy to cook and enjoy. “At the overall brand level, we will focus on lifestyle and diet health as a breakthrough, and we will have more actions in this area.”

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