Air fried pot, just net red

It is claimed that it can "fry" the crispy air fryer without oil, which has become the most popular small appliance in the past two years. For a while, young people on the entire network seem to be divided into two categories: one is a person who has already started air frying and "real incense", and the other is people who repeatedly jump between watching and starting.

Behind this unprecedented high heat, is the air fryer really "detonating" a lifestyle? Or is the "Internet celebrity phenomenon" under the promotion of capital power?

Under the end of the times, the air fried pan is popular

Air fryer, as the name suggests, is a small electrical appliance that uses air to "fried" -put food in the pot. The air fryer can replace the thermal oil in the original fried pan by high temperature air. Blow away the water on the surface of the food to achieve the effect of the ingredients approximately fried.

How hot is the air fryer?

Related data show that in 2020, my country's air -frying pot production and demand volume reached 35.7887 million units and 16.381 million units, respectively, over 50 times from the output and demand in 2014.

Even in 2021 in the era of the epidemic, the industry's prosperity of the air frying pot is still among the best. Throughout 2021, the cumulative sales of air fried pots exceeded 3 billion yuan, and the cumulative retail volume exceeded 10 million units. It was the first category of the kitchen appliance industry in 2021, accounting for 20.7%.

In 2022, the growth momentum of the air frying pot is still rapid. According to the general data of Ovi Cloud Network (AVC), the total data of the air frying pan from January to February 2022 reached 1.2 billion yuan, a year-on-year increase in the same period of 2021 148.7%.

As the market sales are becoming more and more popular, the brand participation of domestic air fried pot products has also continued to increase. Data show that in February 2022, there are 189 brands participating in air fried pot products online and offline. It is expected that many brands will still increase the layout of air fried pot products in the future. fierce.

And nearly 4 months ago, the air frying pan also supported an IPO. On February 18th, Zhejiang Biyi Electric Co., Ltd. (referred to as "Biyi Shares") was officially listed on the Shanghai Stock Exchange's main board. On the first day of listing, the company's market value soared 44%. 5 billion yuan.

After Bi Yi's shares, the same wait, as well as Jiale Smart, Boling Electric, Zhejiang Tianxi Kitchen Electricity, and so on. Bi Yi's listing is just a microcosm of the entire air frying pot market.

The air fryer not only detonates the growth of a market, but also sets off a trendy change of lifestyle among young groups.

On Douban, a discussion of a "air fried pot food group" gathered in the discussion of more than 148,000 people. Every day, different people published foods made of air fried pots.

Searching for "air fryer" in Xiaohongshu, there are as many as 1.06 million notes -some people conduct a comprehensive and detailed evaluation of air frying pots of different brands; some people challenge the air fryer for 100 days and not heavy; some people use air fried The pot flipped to make dark dishes; some people share the method of achieving grilling freedom through the air fryer ...

Everything can be fried "

The rise of the air fryer

From "silence and unknown" more than ten years ago, to young people with two or three hundred yuan now, small appliances. Behind the explosion of air fried pots, the time and place are indispensable.

The initial break of the air fryer is undoubtedly healthy. On the one hand, people love to eat fried foods, and on the other hand, the needs of weight management, health management, and body management do not allow people to eat more. The key vocabulary bound to the air fryer "low oil, healthier", "no oil roasting, low fat health", "non -oil and tender fried, low -fat and low card" accurately hit people's pain points, Attraction is self -evident.

In the post -epidemic era, the key value points of the air frying pot increased practical chips on the health. Returning to the product, for the majority of users, in addition to "Fried", the function of air frying is also the novel tool attributes carried by dishes.

French fries and baking egg tarts are just the most basic skills. People have entered the era of "everything can be fried". Douyin users@is as high as 180 million; Weibo food blogger@小 小 easybento appears, air fried pots can get a table of New Year's Eve dinner.

These UGC contents are not just food recipes, but also reflect the magical attributes of goods. The gourmet miracle produced by the air fryer, under the effect of relaxing the short video, brings intuitive visual bombing to fans, and also the scene display of e -commerce live broadcasts. Essence

In addition to the hard strength of the air fryer, the soil of the lazy economy and the single economy is also ready for it.

On the one hand, under the overall background of the increased pressure of life and the accelerated work pace, young people are eager to liberate from tedious household chores and enjoy a higher quality and exquisite life. The important decision -making factor, the air fryer caters to the fast -paced lifestyle due to its convenience and intelligence.

On the other hand, in recent years, whether it is European and American countries or China, living groups have continued to expand, and the size of the family has declined. From 2000 to 2021, Chinese, Western Europe, the United States and below accounted for the total number of families with a total number of families by 21%, 7%, and 3%, respectively; the average number of families in China fell from 3.6 to 2.6. The small -volume and functional air frying pot undoubtedly fits this trend. Its high value, small capacity, and easy operation attributes undoubtedly make the "one -person food" under the "one -person" more convenient. Another must -have basic quality of becoming a celebrity product is "low -priced", and the price as low as 200 yuan is also one of the key factors for air fried pots. According to statistics from whale staff, analysis of the price segment of the air frying pan: 0-239 yuan, 240-299 yuan, and 300-599 yuan price segments of air fried pot products accounted for 20.9%, 40%and 40%and 40%and 33.8%, and the sales of products with a price of more than 600 yuan accounted for only 5.2%.

"In the past, white -collar workers who paid attention to the quality of life were the main force of air fried pot consumption. Now the buyer is expanding, and the sinking market below the third -tier cities has grown rapidly."

In the tide of the times, the air fryer became a "popular fried chicken."

IQ tax? How long can the air frying pan still fire?

At this point, the popularity of air fryer has developed, and there are more and more negative evaluations of the product. At the end of May, the topic of Weibo#Experts did not recommend using more air fryer#rushing on the hot search, which once caused heated discussion among netizens. Related topics read more than 600 million, and the number of discussions exceeded 53,000.

In fact, a considerable number of consumers also regretted the buying air fried pot. According to the "Top Ten Useless Commodities of 2021" released by the well -known second -hand trading platform, the air -frying pot was rated as the first place because of keywords such as "not used" and "accumulated ash", becoming the impulse consumption under impulse consumption. Useless chicken ribs.

And even its "health" selling point continued to shake. On February 17, 2021, the "Selected Monthly" issued by the Hong Kong Consumer Council said that 6 of the 12 air fried pot samples tested in the Hong Kong Consumer Council exceeded the standard. Since then, the DB value (digital brand value) of Midea air frying has plummeted, and the Internet negative content accounts for 68.11%, which has damaged its brand image.

At the same time, under the boom of consumption boom, the rapid growth of the market also means that the products of the products are mixed.

On the one hand, the technical threshold of the air frying pot is low, the brand is also chaotic, and the competition is very fierce. Even the electric ovens or microwave oven products launched by many manufacturers are equipped with air fried functions.

On the other hand, the lack of benchmark products and related standards make air -frying products of different brands and different prices in the process of use, and consumers are skeptical of their quality. Some people in the industry suggested that they hope to introduce national standards as soon as possible, or further improve the blind spots of the existence of goods.

Earlier, in the 40 air -frying products released by the Changchun Consumer Association, the problem of the volume deficiency was also very obvious. Of the 40 samples, 22 samples identified the rated volume. Both exceeded 95%, reaching the reference standard requirements. The results of the nine samples did not meet 95%of the standard requirements. , Large -scale deviation from the nominal rated volume.

After the fire, the market began to be stable, and consumer consumption concepts began to return to reason. In addition to early adopters and strange hunting, they began to pay attention to cost -effectiveness and attach importance to the actual effectiveness of the product.

So far, the air frying pot seems to be unable to get rid of the label of "Internet celebrity". If the quality cannot be guaranteed and the experience cannot be improved, it only rely on "health" as the selling point. With "grass" as a marketing method, it is likely to be next. "Net Red" category replace.

If you want to "Long Red", you have to start with the product to promote the change of air frying. Nowadays, the integration of air frying pot is a major development direction in the future. The concept of oil -free air fry is integrated with kitchen appliances such as fried cookers, electric grilled racks, and microwave ovens to improve consumer use frequency and make the frequency of consumers. It becomes a rigid need for every family. To do this, it is necessary to make efforts in various aspects such as consumer demand, technical accumulation, and industrial design.

The popularity of small appliances is a phenomenon of rapid change. Innovation and subversion are happening every day. Only by quality and innovation online can we not face the danger of being kicked out by the "Houlang" at any time.

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