/ Assoc/Guangzhou, February 18, 2022 -- The Lantern Festival, which just passed on February 15, marks the end of the Chinese New Year Festival. For many Chinese families, it means the official end of the Spring Festival of the Year of the Tiger. Looking back at the small household appliances market during the Spring Festival, influenced by the "online New Year's Festival" and traditional consumption factors such as purchasing New Year's goods, the market appeared a new round of rise, driving a round of kitchen electricity and small household appliances market.
During the Spring Festival, kitchen small household appliances represented by air fryers have become the main objects of consumers' purchase. Many small household appliance brands also strive to "break the circle" by taking advantage of the Spring Festival bonus. Among them, VeSync(02148.HK), a small household appliance brand from North America, which just entered the Chinese market, also saw the market opportunity brought by the Spring Festival. VeSync brand focuses on its best-selling single product, air fryer, and innovates the limited recipe of air fryer for the Spring Festival food scenes such as the New Year's Eve dinner and the Family Reunion dinner. It is very popular among consumers and has triggered a new consumption heat.
Sales of air fryers soar during the Spring Festival
As the epidemic fluctuates repeatedly before and after the Spring Festival, most families choose to spend the Spring Festival at home or in place. The normalisation of home cooking during Chinese New Year has also led to a rise in demand for small kitchen appliances. Among them, air fryers break through online with the selling point of "health" and "convenience", becoming the most popular kitchen small household appliances during the Spring Festival. According to Baidu's hot search big data, air fryers ranked second among the top 10 most popular items for the Year of the Tiger, with a year-on-year increase of 187 percent.
According to a VesSync official, sales of VeSync air fryers on Tmall during the Spring Festival of the Year of the Tiger rose 75.14 percent year-on-year, with CP-158 air fryers, the best-selling overseas item, up 124.77 percent year-on-year. VeSync director analyzed that the reasons for the popularity of the Spring Festival are first, the overall "home" dividend brought by the Spring Festival. The demand of users for home cooking has stimulated the release of the potential market. Second, VeSync brand provides users with more cooking recipes as adaptations to meet the diversified cooking needs of Chinese food and meet the family dinner scene during the Spring Festival. Third, consumers' awareness of healthy diet has been comprehensively enhanced, opening new consumption opportunities for the health kitchen small household appliances industry.
Air fryers are popular for New Year recipes
With the continuous improvement of consumers' awareness of healthy diet, "low sugar", "low fat", "low calorie" and other healthy food labels have gained the favor of a group of consumers. According to CBNData's "Young Generation Kitchen and Small Appliances Insight Report", the consumption of small kitchen appliances shows a trend of gradually getting younger. The young generation of consumers born in 1990s and 1995 become the main force, accounting for about 40% of the total number of consumers, and more than 80% of young consumers emphasize the need for healthy diet when buying small kitchen appliances.
Many consumers not only want to eat at the New Year's Eve dinner table, but also worry that the traditional "hard dishes" high in oil and salt are too heavy on the stomach. VeSync brand has long understood the dietary needs of consumers during the Spring Festival and provided solutions for the New Year's Eve dinner. This recipe not only caters to the current consumers' pursuit of light and healthy diet concept, but also has the characteristics of convenience, easy to use and high appearance level.
VeSync's New Year's Eve dinner recipes refer to famous dishes with characteristics of many provinces, and use air fryers to replace traditional cooking methods. The recipes full of heart and good fortune are presented, which are simple, delicious and healthy. The menu includes six rich dishes from the first course to the main course to the dessert. There are not only the traditional hard dish of Cantonese fried squab, the golden pine nut fish with crispy and sweet Su-bei flavor, the famous braised lion's head and abalone chicken, but also the new creative dishes of honey salted egg yolk barbecued pork and the dessert creme brulee. It truly caters to all ages and fully takes into account the taste differences between different regions Dietary preferences of different age groups. In addition, the recipe replaces the traditional frying, frying, baking and roasting with the unique taste function of VeSync air fryer industry of "tender" and "crispy". While preserving the essence of traditional cooking to the greatest extent, it is also healthier and low-fat, satisfying the ultimate pursuit of customers for crisp outside and tender inside.
The creative team of VeSync brand created a set of recipe posters with New Year flavor and arousing people's empathy according to the dish names and meanings of these recipes. The poster copy vividly demonstrated the festive heritage of "love" and "taste" behind the New Year's Eve dinner. For example, on the dish of fried squab, the words "If you are black and blue outside, you will have to put in the wings to go home during the New Year" are expressed in the hearts of many young people who struggle outside and are eager to return home for the New Year.
In addition,VeSync, in order to help consumers make the New Year's Eve dinner with a better sense of ritual, meticulously filmed the teaching recipe video and uploaded the exclusive recipe in the small program of Xiaohewei Food. Many users actively participated in sharing the recipe and logged in, and each teaching video was played more than 10,000 times. This is not only a brand new attempt to extend products and services, but also reflects that VeSync brand is committed to establishing a more sustainable value chain with users, focusing on the needs of users' scenario-based, and bringing users a healthier diet and better life style in all aspects.
