What to save the microwave oven negative growth?

Small appliances were once seen as the last gold mine in the home appliance market. However, the statistics of China Yikang show that, from January to September 2012, the volume of retail sales in the microwave oven market continued to show negative growth, and the overall growth rate was -18.24%. Among them, sales in February decreased the most in the same period last year, a drop of 29.45%. To this end, the domestic microwave oven giants began a difficult transition to the high-end upgrade process. Some industry experts analyze that high-end products must be recognized by consumers. Not only do companies need to increase consumer education efforts, but they also have to launch a series of complementary products to enable consumers to produce microwave food more conveniently and quickly.

From March 1, 2011, microwave oven products must be labeled with energy efficiency labels. The dual promotion of policies and markets has led the industry’s leading companies to step up their transformation and upgrading to the high end. In April 2012, Midea microwave ovens announced that they would stop selling products under 399 yuan in the supermarket system and stop selling products under 599 yuan in home appliance chain stores. As early as 2011, Galanz also conveyed that it will abandon low-cost strategy information. Liang Hongsheng, general manager of Galanz Microwave Oven China Sales Co., Ltd. stated that Galanz will gradually reduce its production of ultra-low-cost microwave ovens. For low-end products, it will not stop production immediately, but in the future it will mainly promote medium and high-end products. President of Sino Excelsle Lian Siqing believes that with the development of new technologies and advances in industrial design, microwave ovens will be more diverse. The industry transformation of microwave ovens will go a long way. The future product structure and competitive landscape of the microwave oven market will change even more.

However, the reporter's investigation found that the current difference in the price of microwave ovens is mainly reflected in the number of product functions. The higher the products are, the more functions they have. However, high-end microwave ovens have not been widely recognized by consumers. For most consumers, the role of microwave ovens is limited to thawing and heating. Therefore, these low-end products are often favored. The related investigation results of the microwave oven channel of HCMC also showed that 35% of the respondents said that they “buy a microwave for hot meals” and that 5% of the respondents were bought for marriage and decoration. Three-quarters of the respondents targeted the price target between RMB 400 and RMB 1,000.

Jiang Feng, chairman of the China Household Electrical Appliances Association, pointed out that consumers do not need a special high-end product, but consumers do not know that microwave ovens still have these functions, or even if they do not know how to use them properly, or use them to feel that they do not Convenience. Therefore, enterprises should not only regard consumer education as one of the important contents of high-end product promotion, but also should launch supporting products to make consumers make food more professional and easier.

Recently, Galanz released the first batch of high-end microwave vessels of its own brand, including 6 microwave ovens, including "Boil Genre", "Rang Ling Cage", "Easy Bar", "Easy-to-Fat Control" and "Chemie". Utensils. These products combine microwave culture with Chinese and Western cooking cultures, making it easier for consumers to enjoy the versatile cooking functions such as stewing, roasting, boiling, steaming, frying, and frying of microwave ovens, and fully upgrade the usage index of microwave ovens.

“We are aiming to recreate a microwave industry model.” Lu Lanlie, a spokesperson for Galanz, said that according to the company's new strategic plan, Galanz will start with the diversified development of microwave applications such as innovative microwave oven products, microwave ovenware, and healthy microwave cuisine. Redefining the cooking concept of the whole smoke-free kitchen, giving a new concept of life to modern home cooking, and bringing a new consumer experience and value to consumers.