Analysis of Electric kettle industry
In recent years, fine, practical, efficient and convenient electric kettle began to enter thousands home, and become the small home appliance of daily life. Home-use kettle belongs to western-style small home appliance. By the original vacuum flask to keep hot water, needed other tools to boil water till now, after the change of market demand, the electric kettle becomes the main body, which boils water directly through the dc power heating water without any other tools, and becomes one of the modern home appliances. From the plastic type to the aluminum alloy and stainless steel, etc., kettle has developed a lot. And the quantity also increase gradually based on the customers’ need, which enlarges from the original 0.5 L gradually to 0.8 L, 1.2 L, 1.5 L, 1.8 L, 2.0 L, and 2.2 L above. Now, the most common sales are the 1.2 L-2.0 L. In order to offer the users a more convenient and safer condition, stainless steel series gradually take the place of plastic type electric kettle. What’s more, the stainless steel series electric kettles have multiple safety devices, even with the advantages of dry burn prevention and heat preservation.
The domestic development of electric kettle
Although the development of electric kettle in China is short, the speed of development is very fast. In China, the producing industry of electric kettle started at the early period, and it has been about 15 years, which was mainly export-oriented. According to gourmet transmission organization survey data, in 2006, the capacity of domestic electric kettle market reach 9 million units; In 2007, to 12 million units, and in May to November in 2008, domestic electric kettle sales average growth rate was 40%, and the second half year, the market is still continue to keep the growth rate. This rate was higher than the one in 2007 and 2006, compared with 35% of 2007, and domestic electric kettle sales rate of 35% in 2009 and 30% in 2006. With reference to the overseas market penetration rate above 80% of urban families, the electric kettle market is far from saturated, which means that the development space is enormous.
Domestic development prospects of electric kettle
At present, the penetration rate of town in China increased compared to 2006, reached about 15%. But with reference to British electric kettle market the prevalence rate of 80% ~ 90%, our country’s electric kettle ownership of the town family is lower. And nowadays, our country’s electric kettle lack of product promotion, which leads to the low brand recognition of consumer. As the increase of consumer’s recognition of electric kettle, the capacity of electric kettle in domestic market will be increased greatly. View 30% ownership of urban residents as the goal, the market capacity will increase each year 3 million or more. Second, although at present the prevalence rate of water dispenser in our country is high, the repeated heating problem and existence of secondary pollution problems etc. of the water dispenser also provide the opportunity for stainless steel electric kettle industry. As fashionable home appliance representative in Europe, electric kettle began the domestic export turns from the foreign export. And the market potential is above 2 billion RMB, in which we can see the huge develop potential of electric kettle in China.
The trend of the development of electric kettle
1. The chassis heating mode increasingly become mainstream
From the development of the thermostat history, the history of automatic power has been 30 years. At the beginning, electric kettle used heating pipe, but now the popular trend is chassis heating mode, which can increase the is the power, and appearance is better with 360 degrees interface and more humanized design. Now, electric kettle is developing toward this mainstream. In Europe, the straight insert type share has less than 20%, nearly 80% of the market uses the chassis heating mode. But in China, the development of the popular trend needs to take a while, as although at present more than 50% sold in the market is chassis heating mode, the straight insert type still takes some market share, and in a very long period of time still occupied the market. As the market possession of electric kettle is not high, renewal market is small, most consumers still like to choose straight insert electric kettle with relatively lower price, Therefore, consumers of buying low electric kettle occupy quite a big market.
2. Stainless steel material becomes more popular
The Chinese traditional ideas recognition stainless steel product class is high because the high-grade electric kettles are mostly stainless steel material, and consumers give more appreciation on it. But stainless steel material is expensive, so nowadays, a lot of manufacturers use aluminum as outer shell, still with plastic material as body. Although the appearance of the product is comparable with the stainless steel, which also meet some consumers’ need of appearance with a relatively cheap price, but always can't mention in the same breath with stainless steel. Currently in foreign countries, such as Britain, the share of the market of stainless steel material can reach 50%, and this is enough to explain that stainless steel material qualitative will become the main trend of electric kettle.
3. Additional functions upgrading the product quality
Why people still used thermos flask when electric kettle appeared for several years? It is because the original electric kettle didn’t have the keep warm function which can not conform to the habit of drinking water of the traditional Chinese. In recent years the western small home appliance appeared to have heat preservation function to meet people’s need, which has made electric kettle be more widely recognized and the greater market development. Also in Europe, there are some other additional functions, which can not only satisfy consumers' demand of drinking water, but also satisfy the consumers’ visual needs. That is on the exterior looks has a flash of effect, when the water is not boiled, the water seems red, and when the water boiled, it turn into blue. This characteristic can tell you the water’s condition intuitively. And this kind of electric kettle becomes more and more popular in the public. In recent years, electric kettle manufacturer names him as water electrical appliances manufacturer, not only because the manufacturer produces water relevant product, but also because filters the water.
