The potential consumer logic of the "air fryer" in 2022

If it is currently the most popular small appliances, "anything can be fried" or air fryer can be the first.

Perhaps there is no second category like it, with "people who hate, people who love" polarizing consumer word of mouth. On the one hand, it has a large number of followers, holding a listed 隨身空氣淨化機company with a market value of 3 + billion yuan (the first stock of frying pans: must benefit shares); on the other hand, it has also been repeatedly questioned by the "IQ tax". In 2021, the salted fish second-hand goods trading platform ranked first as the "most useless" project.

But, countless data to prove: "air fryer" product technology is constantly questioned in a complete explosion.

Air fryer rose 148.7%

As we all know, in recent years, the market for small 滅蚊燈appliances fell in many kinds of ups and downs. Such as the accompanying staff cup, after a short period of fire disappeared from the view of consumers, known as a flash in the pan "Netflix".

Similarly, as a product of Internet celebrities, air fryers have been questioned. Take the opinion about the United States air fryer as an example. According to digital brand list observation research data, from February 17 to February 18, 2021, a total of 48,614 users participated in the discussion about the United States air fryer. The user's favorable opinion is 34.93%, and the negative content accounts for 68.11%.

Questioning the sound of the air fryer sales to carry out the 氣炸鍋 performance itself as a lyrical analysis of the words: "how no gale the harder, the more my heart swings".

It is reported that the production of air fryers grew from 640,000 units in 2014 to 6.25 million units in 2018. By 2020, there will be a big explosion of air fryers catalyzed by the black swan of the epidemic.

According to AVC comprehensive data, the retail sales and retail sales of air fryers in 2021 are 4.38 billion yuan and 1.544 million units, respectively, and the market size is second only to the mature electric pressure cookers developed over the years, and the air fryer market continues to grow rapidly by 2022. From January to February 2022, the cumulative retail sales of air fryers was 1.20 billion yuan, an increase of 148.7% year-on-year.

At the same time, the latest information about "the United States to resume tariff exemptions for some Chinese imports" shows that the air fryer belongs to the exemption of 352 items. This news, for aviation fryer-related export enterprises is a real good business.

Since the 1990s, commercial air fryers have been born. By 2010, Philips launched the air fryer at the International Consumer Electronics Show in Berlin, Germany, leading the air fryer to Europe, Australia, North America, Japan and so on. Subsequently, in 2015, the United States, JiuYang as the representative of the Chinese local brands launched their own air fryer.

After 30 years, the air fryer is finally going to explode. However, today's prosperity does not mean that it escaped the fate of the "flash in the pan" in the future, to rely on air fryer companies to continue to innovate and win the loyalty of customers.

In addition, from the "air fryer" function is being requested more and more embedded kitchen appliances as well as systems integration kitchen appliances trend development, kitchen appliances new observation students believe that, regardless of the environment air fryer category companies themselves is whether they can grow red, "air fryer" This social function research or can be separated from the air fryer single product to achieve long red.

The logic of consumer behavior behind the "air fryer" explosion

What is the deep logic of the fryer fire?

Everything focuses on "time, land, people", the three occupy everything will become.

First, from the perspective of "time": combined with the population, gross domestic product, per capita income and other indicators, the current Chinese household consumption is generally close to Japan's "third consumption era". In the context of this era, national consumption is characterized by personalization, branding, high-end and experience. After the basic consumption of food and family life is satisfied, the air fryer with various functions, convenient experience and intelligence becomes a representative product for people to pursue the enjoyment of consumption.

Second, from the "location" point of view: the development of channels that serve as a bridge between the communication of goods and users today, the media, purchase services channel has begun to change radically. In particular, Jitterbug, Little Red Book and other social networking media as a representative of the "interest + e-commerce" model, so to speak, is China's air fryer to become the new favorite "East Wind". Air fryer itself high value, cooking fast, simple operation methods, everything can be fried and other features, comes with the topic, after the blogger popular research topics, short video content dripping demonstration, to meet the curiosity of different consumers at the same time by igniting the enthusiasm of social and popular culture consumerism, to achieve the full closed loop of product planting to order.

In addition, from the perspective of "harmony between people", Generation Z, as the mainstream consumer group, has obvious consumption characteristics, such as house, more "lazy", preference for "foolproof management "The change in attitude towards marriage and loneliness. The pursuit of health, especially after the epidemic. The fryer is easy to operate, has social attributes, high value appearance, small size, no oil, low fat, and satisfies many of Generation Z's fantasies about kitchen power.

Conclusion: The era of no air fryer, only the era of air fryer. The explosion of the "air fryer" product is a comprehensive result of the times, time, place, and people. As long as we can grasp the pulse of the times, we can achieve explosive growth of products. But the times are changing rapidly, "air explosion" products can get rid of the "flash in the pan" of the long-term red, but also depends on whether companies can continue to subvert, innovation, to meet the needs of the iterative market.