618 report - integrated cooker Market 618 summary

This year, the growth rate of 618 integrated stoves slowed down, less than expected!

1. The high explosion of the split kitchen set has a certain impact on the integrated cooker. Under the background of insufficient consumer confidence and low consumption level in the home appliance market this year, 618 prefers two-piece kitchen appliances with lower customer unit value. According to the online monitoring data of Aowei cloud network (AVC), during the 618 period in 2022 (2022w23-25:5.30-6.19, 2021w23-25:5.31-6.20 in the same period), the retail sales of kitchen electric packages reached 1.78 billion yuan, a year-on-year increase of 17.3% (compared with w1-22, a year-on-year decrease of 8.4%), and the integrated stove reached 1.23 billion yuan, a year-on-year increase of 10.1% (compared with w1-22, a year-on-year increase of 15.5%). (please refer to the summary of traditional kitchen appliances 618 for details of kitchen appliances package)

2. A good start and the overall rhythm will be advanced. According to AVC monitoring data, the pace of total retail sales of kitchen heating products (range hood, gas stove, disinfection cabinet, dishwasher, embedded micro steaming and baking, integrated stove, electric heating and burning heat) in the online market during 618 moved forward from 35%:14%:51% (w23:w24:w25) last year to 45%:11%:45% this year. Among them, the scale of the integrated stove (w23) was 570million yuan, exceeding 560million yuan in the week of 618.

3. In terms of sales promotion, the platform increases vs. the enterprise shrinks. According to AVC monitoring data, during the 618 period, the number of models with 95% discount for various categories of kitchen appliances in the online market decreased significantly year-on-year, while the discount for most categories other than dishwashers shrank year-on-year. Among them, due to the majority of new products, the price of integrated stoves decreased by 5.2% in 618 last year and only 2.9% this year. (take the Top50 model during 618 as an example. See the report for the specific calculation method).

4. 618 the structure continued to improve, and the average price still increased significantly. According to AVC monitoring data, the average price of integrated stoves in the online market during 618 this year was 8698 yuan, a year-on-year increase of 12%. The retail sales of products of 12000 yuan and above accounted for 25% of the total, with a year-on-year increase of 14%. During the 618 period, the overall average price and high-end structure improved, on the one hand, from the internal natural iteration and upgrading of mainstream styles, on the other hand, from the continuous penetration of steaming and baking styles, especially the explosion of steaming and baking independent models.

5. The proportion of new products is much higher than that of conventional products, close to 30%. According to the monitoring data of Aowei cloud network (AVC), the retail sales of new products in the integrated stove online market accounted for 28.7% during 618 this year, far exceeding the 10.9% in the conventional period (w1-22), and also increased compared with 618 last year.

6. The penetration of air blast is further accelerated at the nodes. According to AVC monitoring data, the retail penetration rate of air fried products in the integrated stove online market has reached 45% during 618 this year, much higher than 21% in the conventional period (w1-22). If only the steaming and baking integrated stove (steaming and baking integrated model + steaming and baking independent model) is considered, the penetration rate has reached 62%, which is also much higher than 34% in the conventional period (w1-22).

For any questions about integrated stoves, especially the performance of each market segment that you are more concerned about, you can consult the kitchen and bathroom Business Department of AVC. We look forward to communicating with you.