中国主厨用刀白皮书

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The report highlights the growth potential and category trends in the Chinese chef knife market by profiling users based on age, education, and city of residence [4] - A significant portion of chef users (63.5%) recognizes the brand "十八子作" as a well-known brand, and 73.8% have purchased its products [38][41] - The primary factors influencing purchasing decisions include product attributes, brand reputation, and price-performance ratio [27] User Profile Summary - The user demographic includes a diverse range of chefs, with a sample size of 2,000 users, segmented by city tiers: first-tier, new first-tier, second-tier, and third-tier cities [11][7] - The majority of respondents are male (94.3%), with a significant representation from first-tier and new first-tier cities [12][11] - The average disposable income of users varies, with a notable percentage earning between 2,000 to 4,999 yuan [12] Consumption Behavior Summary - Chef users typically purchase knives 1-2 times a year, with a significant portion spending between 101 to 299 yuan per knife [18][9] - The most commonly purchased knife types include slicing knives (62.5%) and chopping knives (70.0%) [21] - Key reasons for purchasing include wear replacement (64.4%) and seeking higher quality (41.6%) [24] Decision Factors Summary - The main decision factors for purchasing knives include brand (40.1%), product attributes (61.6%), and user experience (54.5%) [27] - Online purchasing channels are preferred for their convenience and price advantages, while offline channels are favored for immediate product experience [32][29] Brand Recognition Summary - "十八子作" is the most recognized brand among chef users, with 71.1% expressing a preference for it [41] - A high percentage of users (70.9%) are willing to repurchase "十八子作" products, citing good user experience as a primary reason [45] - The brand's reputation is bolstered by positive user feedback, with 49.7% of users rating their experience as good [50]