subject: China Microwave Oven Industry Accelerating Transformation And Upgrading Once Again [print this page] Recently the Midea Corporation announced to the public that this year they would implement the double high strategy of promoting high-end brands and high-end products. According to the plan, Midea will enable the Steam Cube that uses the frequency conversion technology as a sub-brand of their owned high-end microwave oven. Besides the traditional function of heating and barbecue, such microwave ovens also have the high-temperature steam heating function that are more accordant with China's traditional cooking habits. In addition, many advanced technology are used in the Steamer Cube products.
Mr. Sun Mingyang, the domestic marketing company general manager of Midea Microwave Oven Electric Appliances Division, he said that, with the appliance of innovative technology such as the high-temperature steam, smart regulation, frequency conversion and so on, the Midea microwave oven products will become diversified, which will also drive the microwave oven industry upgrading from Made In China to Created In China. The Midea's transformation from opportunity strategy to high-end strategy will explore a new way for small home appliance industry development, at the same time lead the industry transition from size and price competition to technology and change competition.
As reported that the popularizing rate of the microwave oven in the first-line cities has reached 95%, but families which use the microwave ovens as their main cooking kitchen are not many. In order to advance the use value of microwave ovens, Midea is focusing their brand on Steaming Out Nutrition and Health, having continuous technological innovation, developing the market space vigorously and increasing their core competition.
In recent years, China's microwave oven market has always been an issue around the low price and the products are lack of innovations, with the improvement of people's consumption level, the low-price microwave ovens suffered the market bottlenecks. Mr. Xu Dongsheng, the general secretary of China Household Electrical Appliances Association, said that to achieve the business transformation, accelerate the technology upgrading and optimize the product structure are the problems to solve urgently in promoting the microwave ovens market development. Although at present China is the world's largest microwave oven producer, but the functions of many products are single and lack of usefulness, many industry new technology are difficult to obtain and apply.
At present the microwave oven products have walked up to diversification and composite from a single function, and with the continuous abundance of functions, the microwave oven will gradually become the core cookware in the kitchen from marginalized cookware and its market space will also be further expanded. In addition, the of frequency conversion technology in microwave ovens will further enhance the environmental protection and energy saving level of small household appliances.
