Core Insights - The high-end kitchen appliance market is witnessing a divergence between foreign brands maintaining traditional craftsmanship and domestic brands innovating to meet local demands [1][2] - The perception of foreign high-end kitchen appliances as status symbols is diminishing due to high repair costs and low adaptability to local cooking needs [1][2] - The value proposition in high-end kitchen appliances has shifted from brand premium to user experience and scene adaptability [1][8] Market Dynamics - Foreign brands face a "cost-performance crisis" as high repair costs (15%-20% of product price) contrast with domestic brands (5%-8%) [1] - The market is currently in a transitional phase, struggling with a collective "selling difficulties" due to mismatched supply and demand [2][11] - The definition of high-end kitchen appliances has evolved through three key phases: from foreign-led standards to local innovation and ecosystem integration [3][4][5][6] Phases of Development - **Phase 1 (2015-2019)**: High-end defined by product parameters, dominated by foreign brands like Gaggenau and Miele, with over 40% market share [4] - **Phase 2 (2020-2023)**: Shift to scene integration, with local brands innovating to address specific Chinese kitchen needs, leading to the rise of integrated cooking solutions [5] - **Phase 3 (2024-present)**: Focus on ecosystem experience, where brands like Xiaomi and Huawei leverage smart connectivity to redefine high-end offerings [6] Consumer Preferences - Chinese consumers prioritize technology and scene adaptability over mere brand prestige, leading to a faster product iteration cycle compared to Europe [8] - The average kitchen size in China is less than 10 square meters, necessitating integrated and space-efficient solutions [8] - There is a growing demand for products that address specific cooking habits, with consumers willing to pay for technology that solves pain points rather than for brand prestige [8] Challenges for Domestic Brands - Domestic high-end kitchen appliances face challenges due to the industry's unique characteristics, requiring a comprehensive restructuring of consumer perception, technology ecosystem, and distribution channels [9] - The high-endization process for domestic brands has evolved through three stages: from OEM to localized innovation, and now to full scene upgrades [9] - The market is divided into three factions: technology-driven, ecosystem-driven, and price-upgrade driven, each facing unique challenges in establishing high-end recognition [9][10] Future Outlook - The current high-end kitchen appliance market is characterized by a structural imbalance between homogeneous supply and personalized demand [11][12] - Companies are encouraged to shift from broad product offerings to focused, precise competition to address the fragmented consumer needs [11] - The future competition will center around ecosystem solutions rather than individual products, marking a transition from scale competition to value competition [14]