/PRZWT/BEIJING, August 21, 2024 - As consumers increasingly pursue higher quality of life, the kitchen appliance industry has also entered a stage of intense competition in the stock market. Only by deeply understanding the needs of users and providing products that users expect can we win the market. On August 16, Kantar successfully held the 2024 New Kitchen Appliance Brand Upgrade Conference with the theme of "New Foreign Hearts", released a new brand VI and brand TVC, etc., and also launched the "Kantar New Kitchen Appliance 5N Standard" and five annual strategic new products, demonstrating Kantar's technological innovation and brand strength in an all-round way, marking a new chapter in the positioning of Kantar's "China's high-end new kitchen appliance expert".
Brand upgrade, interpretation of "new quality life"
Nowadays, people's yearning for a better life is higher, and their expectations for kitchen dwellings are becoming more and more diverse. The requirements for kitchen appliances are also developing in the direction of integration, high quality, high value, and intelligence. Under this demand, the concept of "new kitchen appliances" came into being.
For a long time, home appliance brands have been striving to explore kitchen and home products that are more in line with future life. New kitchen appliance brands represented by Kantar are committed to developing new categories, developing innovative technologies, and providing ultimate experiences. After 14 years of rapid development, Kantar's product categories have covered emerging kitchen appliance categories such as steam ovens, dishwashers, beverage purifiers, coffee machines, and integrated stoves. It has also grown from "China's steaming and baking experts" to "China's high-end new kitchen appliance experts".
At this conference, Kantar released a new brand TVC, unlocking the secrets of new kitchen appliances with high-end texture, expressing Kantar's response to users' minds with new ideas in science and technology, providing a full-journey sensory experience, daring to go all the way, and creating a new sense of life with mindful philosophy.
At the same time, Kantar also updated the brand LOGO, brand super sign, brand standard color, etc., and pursued a higher quality of life with users with a new attitude. The new LOGO, while continuing the characteristics of the old LOGO, is more minimalist, beautiful and elegant in design. Coupled with the integration of the brand attitude of "one more degree of care", it is more in line with the current and future aesthetics.
Ke Man, CEO of Kantar, explained the new brand "super sign". She emphasized that in the 14 years since its establishment, Kantar has always believed that by polishing every product with more care, the charm of the product will be more and the satisfaction of the user will be more. Through a little trajectory around the center of movement, from point to line, Kantar seeks a breakthrough and improvement from inheritance and gathers a centripetal power in new changes. This not only brings users high-quality products, but also reflects Kantar's determination to create more beautiful life for users, bringing more dimensions of wonderful experience and happiness to life.
The first 5N standard leads the development of the industry, and the new kitchen appliance white paper is released
At present, kitchen appliances are generally facing many problems such as slow category development and serious product homogeneity, and with the change of life concept, consumers are changing from choosing fixed traditional brands to choosing "new brands" with technological innovation and unique product positioning. Innovation and technology will become a new driving force for industry growth.
Based on the deep insights of different categories and the exploration of users' value pursuit of kitchen appliances, Kantar first proposed the "Kantar New Kitchen Electric 5N Standard", covering five aspects of new products, new technologies, new experiences, new generations, and new propositions. The standard is proposed to express Kantar's exploration and perception in the field of new kitchen appliances, interpreting the brand's deep insight into the industry development trend and user requests, and is the logo of new kitchen appliances to distinguish traditional kitchen appliances.
At the press conference, Kantar and China Household Appliance Research Institute released the "2025 New Kitchen Appliance White Paper". Song Jingxue, director of the research department of the National Household Appliance Industry Information Center, said that the white paper exposed the development trend of the global kitchen appliance industry, and believed that the new kitchen appliance integrates multiple functions and can provide people with emotional value. He explained that the new kitchen appliance brand should always adhere to the user-centered concept by deeply analyzing the development status, pain points, and consumer user requests of the new kitchen appliance industry, so that the new kitchen appliance is not only a display of technological progress, but also a new thing that reflects the quality of life and pursuit of users. The white paper also explains the new kitchen appliance 5N standard, pointing out that it is the sincere answer obtained by Kantar through exploring the market and user requests, representing the Kantar brand's deep insight into the industry and the ultimate pursuit of products.
Five new products are unveiled, reinventing the kitchen experience with innovation
The Kantar brand has always keenly captured the development trend and demand changes of people's lives. Since its establishment, Kantar has not only continued to break through in technology research and development to meet the user requests of multiple personalities and continuously improve the quality of life of users, but also set a precedent in product innovation. For example, it launched the first steam oven in China to solve the problem of thousands of boiling water with an original fully enclosed clean steam system. It pioneered a large-capacity embedded steam oven with a 56L external water tank, which triggered a global imitation trend. It also developed a patented technology of reverse dual-drive hot air and reconstructed the baking technology standard. Introduced the "Micro Rubik's Cube" composite cooking technology and the concept of "1 m2 + N Kantar = ∞ Beautiful Kitchen Life" to continuously meet people's cooking and kitchen needs.
Fu Ping, chairperson of Kantar, dissected the five highlights of new products on the spot, bringing exciting dry products. In this new product launch, Kantar further expanded the performance and intelligence boundaries of embedded aesthetics and products, and launched many new kitchen appliance strategic products, from functions to scenarios to build an infinite beautiful kitchen life for users. Among them, Kantar, as a domestic steam oven expert brand and leader, has significantly upgraded the steam oven at this press conference, launching the 18.2-inch Kantar steaming, baking, frying and stewing all-in-one machine TD Pro 3 with a large color screen, achieving a pure and flat picture, meeting the needs of today's integrated home design. It is also equipped with Promise Double Hot Air Upgrade 2.0, tactile automatic door opening, wild cloud waves double direct injection, spring rhyme health stew, purification on big health technology, and many other capabilities to bring a more extreme food cooking experience.
This conference launched a new dishwasher - Kantar Ultra Flagship Dishwasher Clean Rubik's Cube Z100, which uses innovative technologies such as super-sensory radar intelligent control technology, stepless pulse washing 2.0, EISP long-term storage of net taste, and 53000PA strong water pressure to bring double exponential improvement in cleaning and drying, and also refresh the intelligence and convenience of dishwashers.
At the same time, Kantar has in-depth insight into industry trends and changes in consumer demand. In response to the problem of ordinary household water use, it has launched the world's original whole-house water purification "new species" - Kantar integrated water purification center i5000, with a volume of only 0.27 cubic meters, which allows users to enjoy villa-level fine-filtered water purification freedom, RO purified water direct drinking freedom, soft water freedom and maximum 4m ³/h large flow freedom. It has become an integrated water purification center that meets the four major water purification experiences at the same time, and has also led the new development of the water purification industry.
At this press conference, Bai Xuetao, MD, former deputy director of the Institute of Environment of the China Center for Disease Control and Prevention, also mentioned in the keynote speech of "Drinking Water Safety to Health" that the whole house water purification solution can effectively solve the drinking water safety problem of modern households and meet the healthy water requirements pursued by the majority of users.
In order to meet the diverse needs of users' ideal kitchen, Kantar's integrated steaming and roasting stove Little Penguin F3E and a new generation of ultra-high-end embedded automatic coffee machine EC5 also debuted at this conference. Among them, Kantar's integrated steaming and roasting stove Little Penguin F3E further realizes the effect of net suction and zero smoke through 23m ³/min high air volume, 1000 Pa static pressure anti-backflow technology and 5.2kW sudden fire stir-fry function. And Kantar's embedded automatic coffee machine EC5 is not only a strategic new product of the year, but also a revolutionary new product in the coffee machine category. This embedded fully automatic coffee machine EC5 adopts a flat and fully integrated design similar to TD Pro 3, which can be fully integrated with the home without boundaries; it is equipped with an 11.26-inch large real color screen, which makes coffee brewing control smarter and more convenient. And combined with the real coffee master haute couture, you can enjoy world-class delicious coffee with one click.
It is reported that the Kantar steamer TD Pro 3 and Kantar steamer integrated stove Little Penguin F3E have been launched, the Kantar integrated water purification center i5000 is expected to be launched in September, the Kantar dishwasher Z100 is expected to be launched in October, and the embedded automatic coffee machine EC5 will also be available to the public before the end of the year.
In today's highly competitive market environment, there are only a few companies that can truly adhere to the user-centered approach. The holding of Kantar Brand's press conference is another manifestation of Kantar's "mindful philosophy" business philosophy, demonstrating Kantar brand's pursuit of creating a new quality of life for users, and paying tribute to life with heart through brand upgrades across the system. In addition, through continuous breakthroughs in technology, product, category and other research and development, it has deeply cultivated the five new kitchen appliance categories of steam ovens, dishwashers, beverage purifiers, coffee machines, and integrated stoves, and continues to explore more new kitchen appliance categories to meet diverse user requests and cooking imaginations, creating an infinitely exciting kitchen life for users.
In the future, Kantar will adhere to the brand positioning of "China's high-end new kitchen appliance experts" and the brand value proposition of "heart pays tribute to life home", with the brand attitude of "heart one more time", insist on exploring the infinite possibilities of new kitchen appliances through technological innovation, and commit to practicing the philosophy of heart, and go to a new quality life with users.
