Half‑way through 2021, competition in the integrated‑stove industry grew increasingly fierce. Market share is gradually concentrating among leading brands, and the Matthew effect has become more evident. Apart from specialized integrated‑stove brands, comprehensive traditional home‑appliance brands, e‑commerce brands and cabinet brands have also rushed into this track, contributing to the vigorous and diversified development of the integrated‑stove sector.
As one of the most promising kitchen‑appliance categories, integrated stoves maintained strong market prosperity in the first half of 2021 with rising sales volume and average selling prices. According to projected data from Aowei Cloud‑Monitor (AVC), China’s integrated‑stove market achieved substantial year‑on‑year growth in H1 2021, with retail‑value growth outperforming other kitchen‑appliance categories on both volume and revenue metrics. In H1 2021, the retail volume of integrated stoves reached 1.37 million units, up 56.3 % compared with H1 2020 and 52.4 % versus H1 2019. Retail value hit RMB 11.3 billion, representing a 73.0 % year‑on‑year increase against H1 2020 and a 64.6 % rise against H1 2019. Amid fierce competition against traditional kitchen‑appliance products, integrated stoves have emerged as a category worthy of close attention.
Based on data analysis, Aowei Cloud‑Monitor forecasts that the integrated‑stove sector will sustain rapid growth in the second half of the year. The full‑year growth rate is expected to exceed 35 %. Omni‑channel retail revenue may reach RMB 27.7 billion, a year‑on‑year increase of 51 %, while omni‑channel retail volume is projected at 3.37 million units, up 42 % year‑on‑year.
■ Just How Hot Is the Integrated‑stove Industry?
From the industry‑trend perspective, integrated‑stove products deliver relatively high profit margins within the home‑appliance sector. As profit margins for conventional home appliances become increasingly transparent, operating high‑margin integrated‑stove products has become an inevitable business choice. This trend keeps attracting traditional brands as well as new entrants, including cross‑industry players. Well‑established kitchen‑appliance names such as Robam, Vatti, Sakura, De‑e and Koen have launched integrated‑stove product lines. Home‑appliance giants including Haier, Midea and TCL have also stepped into this market. Meanwhile, a host of brands focus exclusively on integrated stoves, such as Meida, Mars, Shuaifeng, Etown, Senge, Shangpai, Banchuan and Aotian.
Numerous cross‑industry enterprises have also joined the competition: Wanfeng Group, an aircraft manufacturer, launched the “Big Dipper Integrated Stove”; Oulin Group, a kitchenware maker, released “Oulin Integrated Stoves”; Dayi Group, originally a tie manufacturer, brought out “Jiage Integrated Stoves”; Yashilin Group, with a textile‑industry background, introduced “Yashilin Integrated Stoves”. These enterprises have rapidly built nationwide sales networks, captured considerable market share and become key driving forces for industrial development.
In terms of product categories, the competition between integrated stoves and conventional range‑hood‑cooker sets has long drawn wide attention. At present, traditional range‑hood‑cooker combinations cannot be fully replaced by integrated stoves; long‑term co‑existence of both product lines will remain the mainstream. Nevertheless, the penetration rate of integrated stoves keeps climbing year by year. Industry institutions and leading enterprises predict that the market penetration rate of integrated stoves is expected to exceed 30 % in the future.
It should be noted that the continuous influx of market participants may lead to uneven product quality. Integrated‑stove products feature diverse configuration modes and a broad price range. Given that gas, oil and electricity are all involved, product safety is of critical importance. To achieve sound long‑term industrial development, cut‑throat low‑price competition must be avoided. Upgrading product structures and technological innovation represent the only viable path. Furthermore, enterprises need to mitigate channel conflicts and leverage effective online‑offline integration to drive sustained sales growth and realize healthy business development.
In the long run, both the penetration rate and brand concentration of integrated stoves remain relatively low. Competitive barriers have not been fully established, leaving ample room for market expansion. The “boom” of integrated stoves is expected to keep growing stronger.
According to research data from CMM, continuous investment in the integrated‑stove industry has become a consensus among both manufacturers and dealers. 62 % of dealers stated that they will keep investing in this sector over the next one to three years. Analysts point out that given the substitution potential of integrated stoves, the trillion‑yuan market for traditional kitchen appliances theoretically represents potential growth space for integrated‑stove businesses. More traditional kitchen‑and‑bath brands and comprehensive home‑appliance brands will tap into the integrated‑stove market. Some enterprises will even shift their business focus and take integrated stoves as their core product portfolio.
(Article source: WeChat Official Account — Kitchen‑Appliance Industry Information. Please notify us for deletion in case of copyright infringement.)
