With small household appliances still under pressure in 2022, the rising heat of air fryer has become the focus of the industry. The financial Associated Press reporter learned from various channels and manufacturers that the sales volume of Q1 air fryer did increase significantly in 2022, and home appliance manufacturers also actively arranged to increase investment in production capacity, R & D and marketing layout. Li Ting, general manager of Aowei cloud’s small household appliance data division, told the financial Associated Press: “since 2022, the air fryer has shown a growth trend, is in a high heat state, and is still a big explosive.”
On the other hand, although the category situation is very good, it is worth noting that the air fryer accounts for a relatively small proportion of the sales revenue of major manufacturers, which may not be able to become performance support in the short term, and its importance is more reflected in the future increment.
q1 sales increased significantly. Does the air fryer not bear the name of “useless”
In the top ten useless commodities in 2021, the idle fish platform once listed the air fryer as the first on the list. For a while, mockery of the air fryer emerged one after another, calling it an IQ tax. However, to the surprise of the market, the air fryer showed a “counter trend” growth trend.
Li Ting, general manager of Aowei cloud’s small household appliance data division, told the financial Associated Press: “although the air fryer showed a downward trend in the first half of 2021, it began to grow at a rate of more than 50% in the second half of 2021. The demand side is strong, which can be observed from the aspects of search hot words and social e-commerce. On the supply side, some manufacturers said that the air fryer may become the top priority next.”
According to the data provided by Gome Guangzhou to the financial Associated Press, as of March 28, the online sales of air fryer in 2022 increased by 25% year-on-year, with Jiuyang and Midea as the main sales brands Midea Group Co.Ltd(000333) on the other hand, he told the financial associated press that as of March, the sales of air fryers in 2022 had increased by more than 150% year-on-year Zhejiang Supor Co.Ltd(002032) told reporters that the annual retail sales of Zhejiang Supor Co.Ltd(002032) air fryer in 2021 had reached 593 million yuan, and from the data from January to February 2022, the retail sales of air fryer were still growing month on month.
The reporter observed that corresponding to the high increase in sales, the air fryer Baidu search index reached a high level in March 2022, and the overall daily average on March 31 was 20337, a year-on-year increase of 242%. In Kwai hung, tremble, tiktok and other social media platforms, the contents of the air frying recipes increased significantly.
(source: Baidu Index)
For the difference between the sales of air fryer and the comments on free fish, Du Zujing, product manager of Midea life appliance air fryer, told reporters that the lack of recipes in the early stage is the main reason for the high idle rate of air fryer. Users don’t know what food they can use to make except roast chicken wings, French fries and other limited foods. Next, Midea will make efforts in the layout of recipe content, easy-to-use technology and so on.
manufacturers have increased their short-term or difficult performance support
As a new category with continuous growth, what is the position of the air fryer business in the eyes of manufacturers?
The reporter learned from Zhejiang Supor Co.Ltd(002032) that Zhejiang Supor Co.Ltd(002032) hopes to increase the layout, increase R & D investment, and increase necessary marketing investment, so as to build the air fryer into a head category.
Midea Du Zujing told reporters that if the traditional “rice magnetic pressure” is a ballast, then the air fryer is a very big growth engine for the company. Because it is a product with market demand and can solve market pain points.
“Next Kwai will increase input in R & D and manufacturing side, and capacity increase is decided by early 2022, and the total capacity is expected to reach 8 million to 10 million units. This year, we will officially set up the official layout of the tiktok, Xiaohong book and other official business, and the official store of air blast frying pan is also in preparation.
The air fryer wraps food through air heating, so as to eat less oil or no oil, and realize the so-called “Maillard reaction”. Health is one of its selling points. The reporter observed that in addition to the air fryer, there is a “generalization” trend in the way of air heating. Some manufacturers have launched ovens, microwave ovens and integrated stoves with the function of “air frying”.
According to the total data of AVC Omni channel promotion, the retail sales of air fryers in 2021 was 4.38 billion yuan and 15.04 million units.
However, from the perspective of listed companies, it may be to be seen whether the air fryer can become a performance support in the short term. According to public information disclosure, Joyoung Co.Ltd(002242) air fryer occupies the first position in the market, but its business income of Western electrical appliances including air fryer decreased by 13.49% to 1.325 billion yuan year-on-year, accounting for 12.57% in 2021 Zhejiang Supor Co.Ltd(002032) in terms of retail sales of 593 million yuan of air fryer, it is also far from its 10 billion level revenue scale Midea Group Co.Ltd(000333) said that in 2021, the domestic sales amount of air fryers was about 500 million and the export sales amount was about 300 million, with a year-on-year increase of about 60% in 2020; Although the proportion of “the first share of air fryer” is more than 60% (the data of the third quarterly report of 2021), it is mainly for export, and the overall export revenue accounts for 95.29%.
On the other hand, the technical barrier of air fryer is not high. Some home appliance manufacturers told the financial associated press that there are not many sophisticated technologies in technology research and development. On the whole, we still do innovation based on consumer insight and different application scenarios.
