“Food is” carrying a small electric cooker dietary needs of millions of families, after 20 years of marketing, rice cooker has become the highest household penetration of small household electrical appliances.
The PRC, market research, according to statistics, every 100 urban households in China’s holdings more than 100.
Concern is that since 2005, rice cooker sales market has been falling for three consecutive years showed sales growth trend. The PRC, market research company investigating a number of shows (see Table 1), 1 April 2007, total retail sales volume of electric rice cookers fell 0.39% year on year, while retail sales are up 14.27%, the product has become the market of high value-added trend. In addition to cooking, the rice cooker has been in concept and function to achieve a new extension. Functions, do ribs, the system functions on the rice cooker cake is already commonplace in terms of little things; concept, the extension products electric pressure cooker rice cooker, electric pressure cooker (it was considered to increase the pressure of such products rice cooker) robust in much. In this, “electrical” reporter chose four companies representing the type of beauty, Glanz, Hung Chi, Ed, Glimpse rice cookers change. It must be explained in this article of rice cookers, electric cookers and extension, including electric cooker and electric cooker.
The United States: the high-end horn sounded
20 mid-90s involved in the beauty industry, rice cooker, rice cooker industry in recent years has been the location of retaining its position as boss, the annual output of about 10 million units. The PRC, according to statistics, the United States and the rice cooker in mid-2006 the average market share of 36.8%, 3.7% more than in 2005.
The minds of many people in the United States in the rice cooker is almost synonymous with affordable, many people bought the first electric rice cookers and more for U.S. products. With the rice cooker saturation of the market, this “affordable” is clearly a better image of the United States has been hampered further development. “A lot of people are buying high-end product, then will go to see Panasonic and other foreign brands, so beautiful, the current high-end image of the set is very important.” United States of an employee in private.
2007, the United States and the rice cooker of life belongs to the U.S. Dept. a call for “from the ‘low-cost, low-cost, low input, low margin, low-quality’ to ‘high-value, high quality, high input high-margin, high return ‘, “” Five High “strategic transformation slogan, beginning the transformation of U.S. rice cooker a prelude to the end.
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Product positioning: the current U.S. electric rice cookers have nearly a hundred products, high, medium and low-end products are high-end product development increased significantly in recent years, the current 400 yuan to account for its high-end Model Model 80%. From the product category, the United States in the rice cooker series products are divided into rice cooker, round cooker series, the side pot series. Rice cooker products, “Jin Xiaokang” series of products has always been America’s main selling product, the product unit price of 150 yuan. Round pot series, the main push now, “Pearl” and “rookie third-generation” series of products, a single price of 200 ~ 400. Side to burn the main push “gather in Hong King” and “Smart King” series of products, using the cell liner, enhanced heating effect, the price of 400 yuan.
Even if they wanted to end shift in positioning, but the U.S. has been the main selling product is the price of more than 100 yuan a MBYJ series of rice cookers, in which a single price of 103 yuan MBYJ307E, 90 yuan MBYJ306B, 101 Element MBYJ307F has been the leading industry sub-type rice cooker the forefront of sales rankings. The official said the United States, the United States of planning to these low-end “fighter-type” model gradually reduced, while increasing high-end product model.
Forward strategy: With the changing business environment, past the rice cooker’s low-cost advantages of the United States is losing. To ensure the product’s market leading position, the official said the U.S. will adjust its strategy, reducing the large foreign enterprises in the manufacturing technology gap, the maximum size of the previous pursuit of technological leadership to pursue the direction of change.
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