Why is the electric pressure cooker called or not?

First of all, the enterprises did not give enough publicity and guidance to the electric pressure cooker products. A product needs market education to enter the market. These education works are mainly aimed at consumers, after all, they are the final decision makers of the market. From the perspective of competition analysis, while each enterprise is optimistic about the products, the main resources invested are in the R&D and other links. Although they have also carried out market promotion activities in the store, such as demonstration, sales promotion, etc., there is little investment in propaganda and education for the whole market. However, a large number of market propaganda and education activities need the promotion of big brands and the joint participation of many brands to create a certain response in the market; Although some small brands want to do some marketing promotion, due to the limited brand popularity and financial resources, the market response can be said to be negligible.

Secondly, the function of the electric pressure cooker can be replaced. The household ownership rate of rice cookers is very high, exceeding 100% in urban and rural households, and they are essential small household appliances; Although the household ownership rate of induction cookers is less than 30%, induction cookers have replaced gas stoves and become the leading role in the kitchen among many young people and families in the western regions rich in electricity resources. The electric pressure cooker integrates the dual functions of the electric rice cooker and the pressure cooker, and is certainly better than the traditional cooker. But it is this dual function that makes it into an embarrassing situation. Some consumers have pressure cookers and rice cookers at home and will not take the initiative to buy electric pressure cookers because they think they can make do with them temporarily. According to Gome's purchaser, the market of Gome's electric pressure cooker will start after 2008, mainly because the time is not ripe enough. Although there are many brands selling electric pressure cookers in the stores, consumers have not taken electric pressure cookers as their first choice in the upgrading. The key to solving this problem is that most consumers have not been brainwashed by the manufacturer.

The channels are scattered, and there is no major promotion in the professional household appliance chain retail stores. The main sales channels of electric pressure cookers are basically the same as those of induction cookers. Their channels have not yet penetrated into the third and fourth level urban and rural markets, but are concentrated in the first and second level super terminals. Supermarkets have become the main retail channel for electric pressure cookers, followed by home appliance chains. What is the situation of electric pressure cooker in these stores? Gome purchasers said that there were few samples of electric pressure cookers displayed on the display cabinet, so they did not form a scale. At the same time, when promoting in the store, the manufacturer has very little resources to the store. The so-called "a skillful woman cannot make bricks without straw". Therefore, the current sales of electric pressure cookers are not satisfactory. We expect that 2008 will be a period of rapid growth of the electric pressure cooker market. The relevant personnel of Gome Purchasing and Marketing Center also introduced that the statistical data of Gome regard the electric pressure cooker as a part of the electric rice cooker. In 2005, the total sales volume of rice cookers was about 150 million yuan, of which the sales volume of electric pressure cookers was about 1/4 of that of rice cookers, and the sales volume was about 30 million yuan. In addition, Gome's main brands are the old ones that have just entered the small household appliance industry. The sales of Midea, Supor and other brands are not large.

RT Mart, which also opened stores in first and second tier cities such as East China and South China, introduced electric pressure cookers to RT Mart stores in 2006, and is in the market cultivation stage. The sales volume is only about 1/10 of the sales volume of ordinary rice cookers. Due to the small sales volume, the promotion of the stores needs to be improved. The brands of electric pressure cookers are mainly SKG, Midea, Jiuyang, Supor, GW, etc; The sales volume in Northeast China is relatively large, and the price of most products is about 300 or 400 yuan. Different from Gome, the electric pressure cooker is already a single product in RT Mart and has been valued by the stores. This is the main reason why the sales volume of small household appliances in supermarkets is larger than that of household appliance chains. market development