Analysis on the present situation and prospect of electric pressure cooker market

The electric pressure cooker, which integrates the functions of rice cooker, pressure cooker and braised pot, has been in a tepid state since it entered the China market. In July 2005, Midea Group entered the electric pressure cooker market with high profile. Can the electric pressure cooker market, which has been silent for many years, become active with the promotion of well-known brands, and how should enterprises in the industry respond? This paper tries to make a simple analysis on this topic and discuss it with colleagues.

First, the advent of electric pressure cookers in China

Based on the increasingly fierce competition in the rice cooker market, in order to find a new profit growth point, Rong Sheng Company launched a domestic substitute product-electric pressure cooker at 1998. This product adopts new technologies and new structures such as elastic pressure control, dynamic sealing, external rotating cover, adjustable displacement electric switch, fully sealed cooking, continuous pressure adjustment, etc., which completely solves the safety problem of pressure cooker and relieves the safety hidden trouble that ordinary pressure cookers have plagued consumers for many years. Its thermal efficiency is over 80%, saving time and electricity (more than 30% than ordinary rice cookers). Because this product has a unique selling point. Many companies such as "Multi-Star" quickly followed suit, and a few years later, the present melee situation was formed.

Second, the strategic analysis of several existing mainstream manufacturers

1, technological originality represented by "ground breaking":

After Rong Sheng, several enterprises specializing in the production of electric pressure cookers appeared, and Chuangdi was one of them. Because its own strength is not enough to open up the situation, it adopted the strategy of saving the country by curve. They rely on excellent technical strength and large-scale production capacity to carry out OEM production for many domestic enterprises, and use the strength of the enterprises they serve to launch their own brands and occupy some markets.

2. Common idols represented by "double happiness":

Since 1964 produced the first pressure cooker in China, Shuangxi has established its position in China cookware industry, which has been in China for decades. The pressure cooker market is saturated, and profits have fallen sharply, so enterprises urgently need to find new profit growth points. Therefore, Shuangxi aimed at the electric pressure cooker of related products. With its great reputation in the pressure cooker industry and low risk and rapid output of OEM, the products are positioned in the middle and low grade. With its original sales network, it quickly gained a certain market share, and the enterprise also gained corresponding profits.

3. High-end optimates represented by "boss":

The "boss" of the old range hood enterprise in Zhejiang has advanced into the electric pressure cooker industry, maintained a consistent market operation mode, and positioned its products at a high end. With relatively strong financial strength and differentiated product design, it has been promoted by small-scale TV advertisements and other media, occupying the high-end market.

Third, the current market situation:

1, the product is in the market cultivation stage;

Since 1964 China's first pressure cooker came out in Shenyang, it has occupied the China market quickly and conveniently. Since 1980s, with the shortage of energy and safety factors, rice cookers have risen rapidly and become another choice for most families in China. At present, most families in China have both pressure cookers and rice cookers.

Since the introduction of electric pressure cooker, the market has not been effectively started, and it is still in the market cultivation stage.

As a new thing, if we want to change customs and gain the recognition of consumers, we must invest a lot of resources to spread and educate consumers. Unfortunately, at present, most related manufacturers do not have this ability, and they can only be sold as supplementary products in the market. Just searching for "electric pressure cooker" on the Internet, there is little relevant information, and only a few brands such as "Boss" do a little publicity on TV media. Due to the scale and high production cost, the final selling price of products is still far from the current mainstream consumer groups in China. So it is not surprising that electric pressure cookers are marginal products.

2. Market During the Spring and Autumn Period and the Warring States Period, the princes were separated and leaderless.

At present, the competition of small household appliances such as rice cookers is becoming increasingly fierce, and profits are plummeting. In this context, many manufacturers are looking for new profit growth points. Because the electric pressure cooker is a new product, its profit is relatively considerable, and the entry threshold is extremely low, so a large number of small and medium-sized enterprises are eager for it. At present, mainstream manufacturers regard electric pressure cooker products as a sharp weapon to dig profits, not seeking the market, but seeking benefits, which is mainly reflected in the fact that companies invest less and demand more returns. Everyone is guarding their own sites, and the market is like a stagnant pool. This is very similar to the current domestic audio market!

Fourth, the influence of big brands such as Midea.

Things in the world will be combined for a long time. The huge market potential and relatively considerable profits of electric pressure cookers have finally attracted the attention of home appliance giants such as Midea. The electric pressure cooker industry will be reshuffled, and enterprises in the industry will face rare opportunities and great challenges.

1, opportunity:

A the "shock" state of the electric pressure cooker market will be activated.

Because most electric pressure cooker manufacturers are weak and balanced, no one in the industry has been able to open this embarrassing situation in the current market for many years. The joining of giants such as Midea is bound to break this balance and bring unprecedented impact to the industry. The electric pressure cooker market will be activated and the cake will be enlarged.

B. Compass effect

As one of the giants in the home appliance industry, Midea's participation will surely attract more traditional home appliance manufacturers to join this battle, and the intensity and breadth of competition will be greatly enhanced. At the same time, with the powerful influence of giants in consumers' minds, more consumers will begin to pay attention to electric pressure cooker products, and the market will be rapidly cultivated, becoming another consumption hotspot after rice cookers, microwave ovens and induction cookers.

2. Challenge: the threat of the unification of the six countries and Qin.

The advanced and mature management methods and generous market operation of home appliance giants will surely trigger a new round of fierce competition. The formulation of industry standards and the improvement of entry threshold will lead to the survival of the fittest, and those enterprises that cannot establish core competitiveness will be driven out of the market. The outcome of shuffling is bound to repeat the fate of home appliances in previous years. Small and medium-sized enterprises quit, and several major manufacturers unified the rivers and lakes. The era of electric pressure cooker as a profiteering product is coming to an end.

Verb (verb's abbreviation) Related manufacturers' countermeasures

I encountered a bottleneck in development before, and then the home appliance giants were eyeing up, and the pressure on electric pressure cooker manufacturers was unprecedented. How should enterprises make moves to turn crisis into opportunity? Again, never change!

1, work hard and practice your internal skills.

With the intensification of competition, the chaotic situation of the electric pressure cooker market is coming to an end, and there will never be a quiet life in a small world again. In order to continue to occupy an acre of land in this industry, enterprises must solve the following problems.

I. Quality and safety issues:

Since the electric pressure cooker came out, it has been unable to form a unified national standard, which has led to the mixed quality of production enterprises and the quality problems have not been fundamentally solved. As we all know, electric pressure cooker has the functions of both pressure cooker and rice cooker, so it also hides the defects of the above products, especially the safety problems. In the early stage of industry development, due to various irregularities, these problems did not bring any trouble to major manufacturers. But once the industry is on the right track, the quality problem will surely become the touchstone and watershed for all enterprises. Therefore, enterprises must plan ahead and cross this hurdle as soon as possible.

B, comprehensively reduce costs

In a completely competitive market environment, cost leadership will become the only way for enterprises to settle down. At present, the present situation of most enterprises is obviously unable to cope with the fierce market competition. One is that the production scale is small, which leads to high production cost; Secondly, the marketing cost is high. Before consumers failed to accept the product, major manufacturers took various promotional measures. The live demonstration in Shang Chao alone is a huge investment. If community promotion is added, the cost is even more amazing, and the result is that the terminal price of the product is too high. Third, the proportion of after-sales expenses is too high. Due to the instability of product quality, the expenditure on spare parts alone is quite amazing. Therefore, in the future competition, the cost will be the most important!

C, the establishment of brand image

In the face of huge profits, all kinds of manufacturers flock to us. However, neither the home appliance brands that have been killed halfway nor the enterprises that focus on the production of electric pressure cookers have been able to establish an expert image in the field of electric pressure cookers. At present, the reference standard for consumers to buy electric pressure cookers is very vague. The soldiers are flying at high speed. Who can act as soon as possible, be one step ahead, and establish an expert image in the industry in the minds of consumers, who will certainly seize the opportunity in the follow-up competition!

2, the market follows, leverage.

A, the involvement of big brands has pointed out the direction for the development of the industry.

With the joining of strong brands, after five or six years of wandering, the electric pressure cooker market will surely usher in the climax of development. With its strong resource integration ability and great brand appeal, big brands will surely lead the development direction of the industry. In this case, how can small and medium-sized enterprises seize the opportunity, conform to the trend, and get a slice of the fast-growing cake? This is a way to adopt an appropriate market tracking strategy. In this regard, Ashida in the pressure cooker industry is one of them. When Supor, the industry leader, was in full swing, Ashida also rose rapidly and became a hero that cannot be ignored in the market.

B, differentiated marketing, to establish the core competitiveness of enterprises.

As mentioned above, under the current situation, manufacturers have initially established their respective positions in the industry by virtue of their own strategies. Under the new competitive situation, how to implement differentiated marketing and maintain and strengthen their core competitiveness is something that manufacturers must take seriously. When Vientiane is updated and foggy, manufacturers should clearly understand the overall situation and must not be confused. Only in this way can we wait until we see the sun and the moon through the clouds!