Lei Dong mingzhu, talking about Japan rice cooker, this is why? -Japan rice cooker, Lei, Dong-IT information

In two meetings, get sat Lei Dong mingzhu, once again by the media attention, all kinds of gossip spread on the Internet. I'm not interested in gossip, Lei, Dong mingzhu, coincidentally talking about "rice cookers" have had a strong interest. Lei: "media reports early last year a lot of people to Japan to buy rice cooker, toilet seat, I thought it was you blind faith in foreign products, then I carefully studied Japan rice cooker, found Japan rice cooker does very well indeed . First is IH electromagnetic heating technology, Japan technology does far more than the level of the rice cooker. ”

Dong mingzhu,: " I was very angry," to buy rice cookers "thing, this thing really hurt my nerves. I feel very sorry and very sad. Is no reason why China can't even do a rice cooker so many manufacturing enterprises. ”

Electromagnetic heating IH rice cookers are already in domestic sales

So, how does the current market situation of rice cookers?

Check out the Ekon data found that IH rice cookers have begun to force in the domestic market, rather than Lei, Dong said must go to Japan, and Korea can be bought.

The Ekon data show that 2015 ordinary heating retail sales market share for the first half of 69.4%, near 10% lower than over the same period last year and type IH heating rice cookers are rising, the current market share of retail sales of more than 30%.

2015 type IH heating market in first half of overwhelmingly domestic brands accounted for 89.1% of the market share, while retail sales of foreign brands accounted for 10.9%, raised near 1% from a year earlier.

Meanwhile, electromagnetic heating IH rice cookers prices continue to fall. 2014 type IH heating line market average prices for the first half of 972, 2015 price from 880 Yuan in the first half in which average prices for domestic brands fell from 898 to 808, foreign brands an average price dropped from 3679 3269.

In the online shopping market, 2015 IH price has dropped to 819 Yuan in the first half, in which domestic brands to 574 on the meta refresh line sale price, while foreign brands an average price also dropped from 3003 2523.

Electromagnetic heating IH rice cookers since 1988 in Japan was born, Panasonic has produced the first electromagnetic heating IH rice cookers, followed by Japanese and Korean brands such as Toshiba, fukumart launched this product, so far in the past 26 years.

Why the domestic enterprises has been slow in making electromagnetic heating IH rice cooker?

However, homemade electromagnetic heating IH rice cookers have failed to appear, leading to this result is due to two aspects:

First of all, China's consumption ability is poor. In 2014, the average selling price of Chinese rice cooker to 275, while Japan rice cooker costs 1600 Yuan on average. Chinese consumer spending power has always been low, resulting in smaller demand for high-end rice cookers, so domestic brand does not produce the power of such products.

This has also led to lagging too far behind in the technology. According to press reports, the largest selling rice cookers China company, until 2013 in the domestic patent applied for 11 electromagnetic heating IH, and other businesses in the technical patent is blank.

Secondly, the lack of competition. The United States, supor, nine small household electrical appliance enterprises, such as almost all of the rice cooker market, Japanese and Korean brands in the market high, serving high-end users, leading to overall market changed little. But as China's consumption, rice cooker every necessary, functional rice cooker is in short supply, which lead to no driving force behind the development of new technologies.

Since 2014, many Chinese consumers went to Japan, and Korea buy rice cookers, which not only stimulate domestic enterprises, and constant publicity, media coverage, electromagnetic heating of IH rice cooker also has played a good role in promoting. Thus, the domestic brands, such as United States, sunshine, supor began to act, the production of electromagnetic heating IH rice cookers.

Domestic brands use cheap advantage, doubling the majority market share. And color TV sets, air conditioners, refrigerators and other home appliances market development paths are very similar, foreign companies developing new technologies, Chinese companies began to learn, borrow, and then leveraging the cost advantages in one fell swoop-leading abroad.

Millet, gree HI electromagnetic heating rice cookers estimated listed

There is no doubt that IH rice cooker also with increasing competition and declining average prices, so as to achieve civilian consumption, replacing General heating rice cookers. This is a supply side reform and consumption upgrading rice cooker market, as technology upgrades, will eliminate a number of small businesses to address overcapacity problems.

Summary analysis, Lei, Dong mingzhu, coincidentally talking about "rice cookers" the aim is to upgrade in order to illustrate China's consumption demand is there, and they also mislead consumers through the media, think the Chinese market is no electromagnetic heating IH rice cookers, in fact, has long been popular.

Lei Dong mingzhu, another is probably intended, millet rice cookers, gree have in mind. Take two advocacy estimated millet's "young people's first pot" was about to be born. Outside of air conditioner industry, gree, has actively diversified over the years, white goods, small appliances, gree electric cooker also has planned.

Consumer upgrade, a lot of business opportunities, both for new companies, or old enterprises. But it remains something of a concern, whether it be old, or new business, they always technology follower, rarely do the independent research and development. Whether IH electromagnetic heating, air condition, TV, mobile phones, cars and other markets are so, and enterprises are lack of artisan spirit, excessive desire for profit, and neglecting quality.

For example, an Internet brand had copied Japan Pakistan over air purifier, very similar in appearance, but the performance, quality, there are many flaws. However, enterprises can take advantage of the marketing power of the Internet, the ability to connect users and brand influence, low price high quality media, this lazy products are precision attack marketing approach is undoubtedly a setback, masking the fact that product quality is not good, and bad climate in the manufacturing sector as a whole.

Finally, ask a question, an electromagnetic heating IH rice cookers will you buy it? Too expensive please answer ready to buy, buy, buy.

雷军与董明珠大谈日本电饭煲，这是为啥？ - 日本电饭煲,雷军,董明珠 - IT资讯

在两会上，挨边坐的雷军与董明珠再次被媒体关注，各种八卦也在网上传开。我对八卦不感兴趣，对雷军、董明珠不约而同的谈“电饭煲”产生了浓厚的兴趣。雷军：“去年年初媒体报道很多人到日本买电饭锅、马桶盖，我以为是大家迷信国外产品，后来我仔细研究了一下日本的电饭锅，发现日本电饭锅的确做得非常好。首先采用的是IH电磁加热技术，日本电饭锅的技术水平的确远远超过国内的水平。”

董明珠：“我特别生气“到国外买电饭煲”的事情，这个事真的刺痛了我的神经。我觉得很遗憾，同时也很悲哀。没有理由中国那么多制造企业连一个电饭煲都做不好。”

IH电磁加热电饭煲已经在国内热销

那么，电饭煲目前的市场状况是怎样的呢？

查阅中怡康数据发现，IH电饭煲已经开始在国内市场发力，而并非雷军、董明珠所言的必须去日本、韩国才可以买到。

中怡康数据显示，2015年上半年普通加热型市场零售额份额为69.4%，较去年同期下降了近10个百分点;而IH加热型电饭煲则一路攀升，目前市场零售额份额已超过30%。

2015上半年IH加热型市场国内品牌以绝对优势占据89.1%的市场份额，而国外品牌零售额占比为10.9%，较去年同期提升近1个百分点。

同时，IH电磁加热电饭煲的价格也在不断回落。2014年上半年线下市场IH加热型平均价格为972元，2015年上半年均价降至880元;其中国内品牌均价由898元跌至808元，国外品牌均价则由3679元降到3269元。

在网购市场上，2015年上半年IH均价已跌至819元;其中，国内品牌以574元刷新线上销售价格底线，而国外品牌均价也由原来的3003元下降至2523元。

IH电磁加热电饭煲从1988年开始在日本诞生，松下生产了第一台IH电磁加热电饭煲，接着东芝、福库等日韩品牌争相推出此类产品，迄今已经过去26年。

为何国内企业迟迟不造IH电磁加热电饭煲？

然而国产IH电磁加热电饭煲却迟迟未出现，导致这种结果的原因在于两个方面：

首先，中国消费能力差。2014年中国电饭煲的平均售价为275元，而日本电饭煲的平均售价为1600元。中国的消费者消费能力一直偏低，导致高端电饭煲需求量较小，因此国产品牌没有生产此类产品的动力。

这也导致了在技术上的完全落后。据美的的新闻报道，这家销售电饭煲最多的中国公司，2013年才在国内申请了11项IH电磁加热专利，而其他企业在该技术上的专利更是空白。

其次，缺乏竞争。美的、苏泊尔、九阳等小家电企业几乎垄断了电饭煲市场，日韩品牌则居于市场高位，服务高端用户，导致整体市场格局变化不大。而且随着中国消费水平提高，电饭煲家家必备，功能型电饭煲供不应求，这也导致企业没有研发新技术的原动力。

自从2014年，大量中国消费者去日本、韩国抢购电饭煲，这不仅刺激了国内企业，同时媒体的不断宣传、报道，也对IH电磁加热电饭煲起到了很好的推广作用。于是，这些国产品牌，比如，美的、九阳、苏泊尔等纷纷开始行动起来，生产IH电磁加热电饭煲。

国产品牌利用低价优势，迅速抢占了大部分市场份额。这与彩电、空调、冰箱等家电市场的发展路径，都十分类似，外国企业研发出新技术后，中国企业开始学习、借用，然后利用成本优势一举领先国外。

小米、格力的HI电磁加热电饭煲估计快上市了

毋庸置疑，IH电饭煲的平均售价还会随竞争加剧而不断下降，从而实现平民消费，替代普通加热型电饭煲。这也是中国电饭煲市场的一次供给侧改革和消费升级，随着技术升级，会淘汰掉一批小型企业，解决产能过剩问题。

综上分析，雷军、董明珠不约而同的谈“电饭煲”其目的是为了说明中国消费升级的需求是存在的，同时他们也在通过媒体误导中国消费者，认为中国市场还无IH电磁加热电饭煲，其实早已在普及之中。

雷军与董明珠的另一个用意可能在于，小米、格力都在打电饭煲的主意。借两会正好宣传，估计小米的“年轻人的第一口锅”就要诞生了。而格力除了空调主业外，这些年一直积极多元化，做白色家电、小家电，所以格力电饭煲估计也已经在计划之中。

消费升级，是很多企业的机会，不论对于新公司，还是老企业。但是有一点仍然让人十分忧虑，无论是老企业，还是新企业，他们总是技术的跟风者，很少做自主研发。无论是IH电磁加热、空调、彩电、手机、汽车等市场均是如此，而且企业都十分缺少工匠精神，过度的渴求利润，忽视品质。

比如，某互联网品牌抄袭了日本巴慕达的空气净化器，外观十分相似，但是性能、品质有诸多瑕疵。然而互联网企业却可以利用自己的营销能力，连接用户的能力和品牌影响力，制造低价高品质的舆论，这种偷懒做产品却精攻营销的做法，无疑是一种倒退，掩盖了商品品质不好的事实，也带坏了整个制造业的风气。

最后，问一句，你准备买个IH电磁加热电饭煲么？请回答准备买、已买、太贵不买。