Bosch Home Appliances Launches Kitchen Machines to Create Exquisite Small Appliances Aiming at Kitchen Cooking
In recent months, with the heated discussion caused by a low-cost group e-commerce platform, the debate on consumption upgrading and consumption downgrading has entered the public eye. And this discussion also extends from the field of consumer goods to the home appliance industry. Are home appliances in Chinese households undergoing an upgrade or a downgrade process?
In this regard, Deshi Consulting analyst Zhang Ming believes that the rise and fall of consumption should be observed from three dimensions.
First, observe the changes in consumption structure. The rise and fall of consumption is a unity of opposites. Consumers with different income levels are in different stages of consumption upgrade. The Internet has released and witnessed the consumption needs of low-tier cities and rural people.
Second, observe the concept of social consumption. In recent years, the consumption concept of Chinese society has shown a trend of upgrading as a whole. Consumers are becoming more and more rational. From following the trend to refined choices, from durable goods to daily necessities, it reflects the society's desire for convenience, quality, high-end, professionalism, customization and Experience and other types of consumer demand increase.
Third, observe the polarities of consumption. Among our consumer groups, there are both impulsive consumption of cheap products and rush for ultra-high and sophisticated products, while the consumption of price-sensitive products in the middle segment seems to lack motivation.
For home appliance companies, finding the "pocket with the most willingness to consume" is half the battle.
Bosch kitchen machine targets kitchen cooking flow
In a chat during the trip, Xu Zhengang, deputy director of the Institute of Testing and Measurement Technology of China Household Electrical Appliances Research Institute, mentioned his preference for German home appliances, "The quality control of German home appliances has always been talked about in the industry, and their products There are generally fewer models and less marketing skills, but it is really comfortable for daily use. From technical details to process details, to the degree of adaptation to the home, there are advantages.†And the representative of German products he mentioned. , it comes from Bosch Home Appliances.
In recent years, in addition to traditional ice-washing products, Bosch Home Appliances has vigorously promoted dishwashers and small home appliances, such as vacuum cleaners, coffee machines, and kitchen machines. At the 2018 AWE exhibition, its latest all-round chef machine won the April Design Award. Different from the Western-style attributes of coffee machines, this all-round chef machine has achieved "integration of Chinese and Western", mixing noodles, rolling noodles, mixing stuffing, Beating eggs, chopping vegetables, shredding, stirring, juicing, and beating are all at your fingertips, no wonder the title of "Almighty".
Bosch kitchen machine
Luo Yan, a designer from Shanghai Candao Enterprise Management Consulting Co., Ltd. once mentioned that there is a cooking flow in the home kitchen; if the kitchen elements can be arranged according to the cooking flow, the user's cooking efficiency can be improved, and the kitchen will appear organized. The refrigerator is the starting point of the cooking line, and the operating table is the main battlefield of the cooking line, and it is also the easiest place to be in a hurry. To a certain extent, the Bosch kitchen machine simplifies the work in front of the operating table.
Mr. Wang Weiqing, Senior Vice President and Chief Sales Officer of BSH Home Appliances, mentioned that Bosch Home Appliances always adheres to the "consumer-centric" concept and creates innovative home appliance solutions that meet the actual needs of users. The all-round kitchen machine is undoubtedly another major "West for China" product after its "Chinese-style innovative" dishwasher. On the basis of European and American food processors, it integrates more parts and components suitable for Chinese-style kitchens, greatly expanding function of its use.
At the 2018 AWE exhibition site, the chef at the Bosch home appliance booth demonstrated the processing of ingredients with the all-round kitchen machine. He mentioned that he especially likes the egg-beating function of the kitchen machine, which can produce rich egg froth in just a few minutes, “Baking eggs is very important for making egg tarts, and it requires high-speed and non-stop stirring to create froth, which is a great test of wrist strength. Yes. For housewives who like to bake egg tarts, it is necessary to have a similar product." He also showed shredded potatoes rubbed with a kitchen machine. "Shredding is a test of knife skills, but in daily life, people who master knife skills well. Not much. There are graters on the market, but they are inconvenient to use, especially if improper operation may scratch the skin of your hands.†He also showed the dumpling fillings, petal-shaped carrot slices, rolled noodles, etc. etc., and the cleaning of detachable parts is also very convenient. The chef said with emotion that technology is liberating the labor force in the kitchen, "Now there are appliances for cleaning fruits and vegetables, kitchen machines for kneading noodles and vegetables, and even electric frying pans for automatic cooking. What else will the kitchen be in the future? Need to do it yourself? Modern people are so happy!"
Exquisite life generates demand for exquisite small household appliances
In recent years, with the transition in the consumption quality of Chinese residents, small household appliances that can improve the quality of life have shown a trend of popularization, segmentation and quality. The "small but beautiful" products inside are very popular. According to CMM data, from January to September 2018, the overall domestic household appliance market increased by 10% year-on-year. According to this growth rate, the scale of household appliances in the fourth quarter may exceed 43 billion yuan. Among them, the growth of small household appliances in the kitchen led the growth of all categories, especially the growth of kitchen machines and mixers. Taking the kitchen machine as an example, the sales in the first three quarters soared by 154%, showing strong vitality. In addition, the popularity of robot sweepers and hand-held vacuum cleaners has not decreased, and the product penetration rate has exceeded 17%.
With the increase in the popularity of small appliances, the number of Nuggets in this field has also continued to increase. The addition of more brands has brought about the quality stratification of small household appliances. There are both affordable products that meet general consumer needs and high-quality series that meet high-end needs. For example, the Bosch all-round kitchen machine combines the quality of stainless steel with the full effect and versatility, which is pleasing to see and feel. In addition, brands such as Joyoung, Midea, and Supor, which focus on affordable products, have been promoting the high-end upgrade of small household appliances in recent years. For example, Supor's acquisition of WMF and Midea's launch of COLMO are all paving the way for its high-end products.
Wang Weiqing said that in fact, with the rise of the middle class, the consumption habits of Chinese society are quietly changing, from seeking low prices to focusing on cost-effectiveness, and then focusing on quality. With the development of productive forces, the pace of life of the Chinese people will gradually slow down and move towards the refinement of the West. The pursuit of quality will surpass the pursuit of speed. As a representative of high-end brands, Bosch Home Appliances pays attention to lifestyle and technical content, relying on its own scientific research strength to cooperate with well-known designers to produce products that meet China's quality needs, and it is inexorable on this road.
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