Glimpse in Made in China Built in Oven Market
Stable Growth of Oven Market
With the improvement of many high quality of life in people's living standards, induction cooker, food processor, microwave ovens and other appliances enter into many families, including oven is a very useful product; It can not only baked a range of food styles, melted texture of the delicious food, and it needs a very small room space, operation is simple, it can fully meet all the demand for Western food and drink culture. built in ovens are not only necessity of life, is a manifestation of the quality of life, the oven is more and more popular with people of all ages. According to the CMM retail monitoring data: comparable basis, the oven market retail sales and retail sales volume year-on-year in 2010 -2012 were continuously achieved an annual growth rate of more than 50% and 40%, there is a very rapid growth momentum. However, due to the global economic slowdown in 2012, making China's home appliance industry subject to certain shocks, electric oven, of course, the market did not escape the bad luck, but the economic crisis also makes its market growth increase. But overall, it seems the oven market is still continues to grow.
Small & Medium Low-cost Electric Oven is Favored
Currently, the market the oven volume is ranging from 2 liters to dozens of liters, and the oven brands are various, it is enough to meet the different uses of customers, but because of the differences of Chinese and Western cooking habits, domestic appliance market mainstream is electric oven but not the Western traditional family large oven, and they are a lot of small oven and a microwaves have the similar appearance, size and become the first choice of consumers. The CMM monitoring data shows: volume 8-12L oven long dominates the market share and has been stable at 35% or more, to the fourth quarter of 2010, retail volume share has reached 46.6%, to occupy nearly half of the market share; volume 8L following with the kitchen environment and the improvement of conditions, the complexity of the changes as well as cooking decline, the market share of retail sales change from 8.0 percent in the first quarter of 2010 fell to 0.9% in the fourth quarter of 2012; the other volume segment market share is relatively stable. The price is an important means of market competition, the CMM monitoring data shows: oven in the overall market average retail price dropped to $ 322 in the fourth quarter of 2012 from $ 373 in the first quarter of 2010, the price fluctuation is relatively small, but the market amount has increased significantly. Seen from the specific sub-price retail segment share, we can see that less than $ 150 price segment share is growing rapidly, and many large oven enterprises launch a number of low-cost high-performance products to seize the market.
Electric Oven Brand Competition
The first camp: Vatti Oven - a beautiful landscape. Oven, as authentic "import" product, in the early market, it is occupied by ACA foreign brands, all the foreign oven brands has a favorable position. However, with the mastery of cognitive understanding of the level of domestic brands on the market, product technology matures, so the domestic brands of the limelight completely conceal the foreign brands, and among them, one of the most powerful brands is Vatti oven brand. Currently, domestic market competition is quite fierce.
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