Nearly 10 million domestic capacity breadmakers expect an outbreak

"The popularity of the domestic bread machine market is about 5%, and the penetration rate of the soymilk machine market for the same kitchen appliances can reach 90%." Xue Dong, general manager of Dalian Jiabao Electric Co., Ltd. used the comparison of these two figures to tell "Electrical Appliances." The potential of the domestic bread maker's current domestic market is that he expects this market to have the same “blowout” as the soybean milk machine. “The current low penetration rate does not mean that there is no possibility for the development of the industry in the future. I firmly believe that there is still a lot of space in the bread machine market. ."

The production capacity is nearly 10 million. "Breadmakers belong to Western-style small household appliances and are imported products for the Chinese market. It is widely accepted and used by western households as an essential kitchen appliance. Therefore, the export market is the business focus of most Chinese bread makers." Luo Yunsheng, Marketing Manager of Guangdong Dongling Electric Co., Ltd., told the “Electrical” reporter. According to data from the General Administration of Customs, from January to November 2011, the cumulative volume of household automatic bread makers was 768.3381 million units, and the cumulative export value was 228 million yuan, an increase of 8.75% and 16.5% respectively over the same period of 2010.

For European and American families, bread is an indispensable food in daily life. The appearance of breadmakers has greatly facilitated European and American consumers who are accustomed to eating bread. China is the world’s largest home appliance manufacturing base and China’s bread makers are exported around the world. According to a preliminary investigation by the “Electrical” reporter, the domestic bread machine industry has begun to take shape. Guangdong Dongling Electric Co., Ltd., North American Electric Appliances, Midea Group, Zhejiang Supor Co., Ltd., and Dalian Jiabao Electric Co., Ltd. are major manufacturers of bread machines.

It is worth noting that the industry has not yet appeared in the production of bread makers, which are similar to those of Soymilk and the Gree in the air-conditioning industry. The vast majority of companies use breadmakers as a category of their small home appliances. At the same time when this product was launched, other products were also laid out in production.

Responsible persons in the main domestic bread makers have basically the same estimate of the industry's production capacity. They believe that the current domestic bread machine capacity is close to 10 million units. Luo Yunsheng introduced that the output value of Dongling Bread Machine in 2011 could reach 300 million yuan.

With the development of the market, the structure of the bread machine industry is also changing. Guangdong Dragon's Group Co., Ltd. officials said that Long's bread machine has been discontinued, Long will not be introduced this product. The Electrolux bread machine, which had a good market reputation, gradually faded out of sight and withdrew from the market. Enterprises that are not optimistic about the development prospects of the bread machine market have already withdrawn. Companies that are optimistic about this market have come forward. Midea is the representative of the company. According to industry sources, Midea is a rising star in the bread machine industry. Although it started late, it is developing rapidly. The completion of the new production base is the basis for the development of the US bread machine market. In 2011, the production base for small kitchen appliances in the United States was completed and put into production. The company mainly produces kitchen appliances and small household appliances. The production capacity in 2015 is expected to reach 70 million units, including some of the production capacity of the bread machine.

The domestic market is deserted. Compared to the steadily growing export market, it is not excessive to describe the domestic market of breadmakers as “desolated”. According to the person in charge of a company, the sales volume of the domestic bread machine market is far lower than that of the export market. The export volume can reach 8 million units, while the internal sales volume is only about 1.5 million units, which is less than a quarter of the export volume.

According to the latest research data from Beijing Zhongyekang Times Market Research Co., Ltd., the total sales volume of domestic kitchen appliances market reached 80 billion yuan, most of which came from the contribution of mature products such as range hoods and induction cookers. In the report released by Yikang, the bread machine was divided into potential products. Compared with other major kitchen appliances, the bread machine's domestic market is small enough to be “not worth mentioning”. Although breadmakers and soya-bean milk makers and rice cookers are the same as kitchen appliances, compared with the latter, the domestic market size of breadmakers has a huge gap.

When the “Electrical” reporter visited Beijing’s home appliance chain stores, supermarkets, and major shopping malls, it discovered that there were not many brands, models, and numbers of bread machines sold on the market, and many products were even placed in corners. A certain brand bread machine salesman told reporters that for this product, most ordinary consumers just ask and watch, rarely buy; for the same kitchen used for breakfast - soymilk, consumer attention is obviously Much higher. It can be seen that the domestic bread maker market has yet to be cultivated.

According to industry insiders, Dongling, ACA and Midea are currently the brands most familiar to consumers in the domestic bread machine market. These three brands can occupy more than 80% of the market share. According to Xia Huahui, director of the Guangdong Dongling Electric Co., Ltd.'s e-commerce center, the Dongling bread machine has a domestic market share of more than 50%, accounting for half of the market.

In an interview with the “Electrical” reporter, North American electrical personnel said that ACA breadmakers are positioned in the mid- to high-end market in China, and that consumers are mostly “returnees” and high-end consumers. ACA bread machine 70% to 80% are for export.