Quietly, the kitchenware market has begun an ambush.

The seven things that ordinary people do when they open the door: firewood, rice, oil, salt, sauce, vinegar, and tea — and these seven things are basically done in the kitchen — how important the kitchen is for daily consumption.
The "pot" is used by every household, but during the era of basic needs, each household basically had only two pots: a large black iron pot for cooking rice and an aluminum soup pot for boiling soup and rice.
With the significant improvement in housing conditions, the kitchen has become a major investment in home decoration. In addition to necessary basic hardware investments like range hoods and gas stoves, more and more families are starting to consider what kind of pots to buy when decorating and equipping their kitchens.
Compared to the home appliance and mobile phone industries, which are full of excitement and often trigger media wars, the kitchenware industry is very low-key.
However, after nearly twenty years of development, the basic pattern of China's kitchenware industry has taken shape:
Local troops: Representative brands: Supor, Aishida. These two brands basically occupy the mid-range market. Compared to Astara, Supor and Astara are considered the younger generation, but the entangled relationship between the two is classically reflected in the joint venture negotiations with France's SEB — Astara has fallen in love with SEB's concubine, but at the wedding, she finds that SEB's bride has become Supor. The market is like a field of love, and since then, Supor and Aishida have been deeply resentful. In terms of sales, Supor currently holds the top position, but Astara is unwilling to give up, inviting Sun Li as a spokesperson to confront Supor directly in supermarket channels. The rise of these two brands is due to the entry of chain supermarkets like Carrefour and Walmart into China in the 1990s. Supor and Aishida closely monitor international chain supermarkets. No matter where they open, the market coverage is the same. The operation system of international KA is very complex, with a lot of extortion and miscellaneous taxes. Local small power brands cannot operate such a complex national operation model at all. The local store channels are completely occupied by these two powerful brands.
International legion: Representative brands: Zwilling, Fissler, TOWER British TOWER Bridge. The first two brands are German brands, and their products have typical German product characteristics: they are very particular about materials and craftsmanship — thick steel makes each pot full of texture, while also making many consumers feel that the pot is not filled with anything, and they can no longer stand it. TOWER British Tower Bridge is a century-old British kitchenware brand that officially entered the Chinese market in 2016. It is significantly different from the first two German brands. TOWER's products emphasize a century of British design, innovative quality, and a model of refined living. The products look more designed — not only do they match the colors and materials of modern home decor, but they also help consumers solve the troubles of cooking, developing products with a sense of design.
From a marketing perspective, Zwilling is undoubtedly one of the first companies in the international army to enter the Chinese market: since the 1990s, Zwilling has started a difficult brand war in the market: department stores, TV shopping, points redemption... there is no escape. In recent years, Huang Xiaoming's endorsement, the ubiquitous LOGO features in popular TV dramas, and the repeated mentions by characters in the dramas have made consumers feel awkward. Very alternative. Fissler, on the other hand, adheres to the reserved German brand, always emphasizing original imports, unwilling to enter the TV shopping channel in a self-deprecating manner. Therefore, its market share is not as high as Zwilling's. Although TOWER British Tower Bridge has just entered the Chinese market, it has a history of over 100 years in the UK and is the founder of the British pressure cooker. Unlike the German products mainly made of stainless steel, TOWER has maximized the use of clay technology. With clay as the coating and alloy as the body, the products are fashionable, lightweight, and durable. TOWER's experience store in China has quietly opened in Shanghai's Lingkong SOHO, and the TOWER Light Food Academy has also been established, closely linking the TOWER brand with "TOWER Light Food Culture." Using TOWER, consumers can easily enjoy relaxed cooking, smoke-free, moderate, balanced, and delicious healthy light food. This approach, which no longer aims to sell pots but to spread healthy light food culture, brings a new case to the marketing of kitchenware.
The overall situation of the kitchenware market seems to have stabilized.

International legion: Representative brands: Zwilling, Fissler, TOWER British TOWER Bridge. The first two brands are German brands, and their products have typical German product characteristics: they are very particular about materials and craftsmanship — thick steel makes each pot full of texture, while also making many consumers feel that the pot is not filled with anything, and they can no longer stand it. TOWER British Tower Bridge is a century-old British kitchenware brand that officially entered the Chinese market in 2016. It is significantly different from the first two German brands. TOWER's products emphasize a century of British design, innovative quality, and a model of refined living. The products look more designed — not only do they match the colors and materials of modern home decor, but they also help consumers solve the troubles of cooking, developing products with a sense of design.
From a marketing perspective, Zwilling is undoubtedly one of the first companies in the international army to enter the Chinese market: since the 1990s, Zwilling has started a difficult brand war in the market: department stores, TV shopping, points redemption... there is no escape. In recent years, Huang Xiaoming's endorsement, the ubiquitous LOGO features in popular TV dramas, and the repeated mentions by characters in the dramas have made consumers feel awkward. Very alternative. Fissler, on the other hand, adheres to the reserved German brand, always emphasizing original imports, unwilling to enter the TV shopping channel in a self-deprecating manner. Therefore, its market share is not as high as Zwilling's. Although TOWER British Tower Bridge has just entered the Chinese market, it has a history of over 100 years in the UK and is the founder of the British pressure cooker. Unlike the German products mainly made of stainless steel, TOWER has maximized the use of clay technology. With clay as the coating and alloy as the body, the products are fashionable, lightweight, and durable. TOWER's experience store in China has quietly opened in Shanghai's Lingkong SOHO, and the TOWER Light Food Academy has also been established, closely linking the TOWER brand with "TOWER Light Food Culture." Using TOWER, consumers can easily enjoy relaxed cooking, smoke-free, moderate, balanced, and delicious healthy light food. This approach, which no longer aims to sell pots but to spread healthy light food culture, brings a new case to the marketing of kitchenware.
At present, it seems that the overall situation of the kitchenware market has been settled, but with Midea's high-profile announcement of entering the cookware market, Gree, Xiaomi, and others have also launched rice cookers. This originally low-key and traditional industry has quietly begun a surprise attack.