If you have a colorful kitchen, would you look forward to making a full-fledged breakfast for yourself every day, and then preparing a nutritious and balanced lunch, carefully placing it in a lovely lunch box, waiting for your "amazing" colleagues People?

Or on the weekend, make a fine meal in person to entertain three or five friends?

　　After graduating from university, she went to work in Shanghai for 3 years. The post-90s girl Guo Yueqing has collected a lot of high-value kitchen appliances and prefers to "show" her cooking skills through them. In her words, "I love my pots, okay." I want to cook with them every day."

　　This year's new crown pneumonia epidemic has caused many young consumers to bid farewell to takeaways and return to the kitchen. It has set off an upsurge of "cooking by the whole people" on the Internet, and has also given new "responsibility" to pots and pans, which are household essentials: The sandwich maker must be able to print cartoon patterns, the multi-function pot for frying, boiling, and stewing "all-rounder" must have macarons in color, and the juicer cup and soymilk must also have a variety of cute shapes... these tend to be "art" All kinds of high-value kitchen appliances have captured the hearts of many young people who love to eat and play.

"Economy of Beauty" is at the right time

　　Every morning, Guo Yueqing will spend more than ten minutes making breakfast for herself.

Due to time constraints, she bought different kitchen utensils and opened her bow.

There are several types of breakfast machines alone, such as toasted bread, sandwiches, fried eggs and boiled eggs, etc. There are also ovens, electric baking pans, Korean hot pots, rice cookers.

　　Guo Yueqing told reporters that when she used to buy this kind of kitchen appliances, she would choose well-known brands and well-known products. Since a friend gave her a niche brand but very beautiful and easy to use product, she opened her "A trip to pay for the value of beauty."

　　"Small-brand products and big-brand products are not very different in function, so the demand for brands is not so high. Instead, they will choose the appearance of the product first, and will be attracted by the high-value kitchenware shared by food bloggers in social software. Go buy it." In her opinion, these good-looking kitchen utensils not only make her moody, but also make her more willing to go into the kitchen to enjoy the fun of cooking. "I am willing to pay for the value of the face, and I am also willing to give my friends some high Good-looking supplies".

　　She also likes to collect lunch boxes, as long as she feels good-looking, she wants to "take it home".

During the epidemic, she returned to the kitchen again, who had liked cooking, and started the day of bringing food to work.

During this period, she also bought a high-value plug-in heated lunch box, which is eye-catching and satisfying her own taste buds. It is her latest "new favorite". Every time she puts food in the lunch box, she has to take pictures beautifully.

　　On social software, many young people share the products in their homes that are called "fairy-looking".

　　With the idea of ​​"Nothing can't be solved by a hot pot", Beijing girl Wang Yu decided to buy a cooking machine.

After comparing multiple products with similar functions, she was still "hit in the heart" by one of the pure white cooking machines.

The first time she received the cooking machine, she recorded an unpacking video to share her joy, "The small appliances with high-value appearance not only increase the interest of life, but also represent the attitude of life with a sense of ritual."

　　When the reporter visited Beijing IKEA, Xia Kitchen offline store, Nuomi Home Furnishing and other stores, they found that kitchenware products with colorful, diverse patterns and novel functions can attract young people to stop and buy.

　　Sun Lin, "Gourmet Responsible" of Beijing Blue Harbor Store in Xia Kitchen, told reporters that most of the customers in the store are young people who love food and like to do it by themselves. "They see high-value products at first sight. Ask if it is a new product. For example, Internet celebrity products shared on platforms such as Xiaohongshu and Weibo will attract a lot of attention. Only then will they compare product features, prices and other aspects."

　　According to Sun Lin, the shop selling particularly hot this summer is the Japanese cartoon "Chibi Maruko" with the same model of ice shaver. The shape and color are exactly the same as those in the cartoon. It looks good and also evokes childhood memories of many people. , Even children who have never watched cartoons will like it.

The new social approach behind "good-looking"

　　"Kitchen appliances are the most capable of carrying what we want to express in all categories." "Suitbox is a brand of value-for-money home appliances built for the production of urban Xinzhong."

A week ago, the WeChat official account of "Suit Box A4BOX" issued an article, recording the 3 years since their establishment.

　　At the beginning of the business, You Shaofeng, the founder of SFH, observed new changes in the lifestyle of young people: they love to live alone, and the rise of niche culture makes them cherish their personality and taste even more.

Therefore, he and his team positioned the product design as a "light retro" style.

　　With its good looks, the first product, the multifunctional cooking pot, was sold online in August 2018, and the turnover on Taobao station reached 12 million yuan in five months.

As the second product, the suitable box heated bento box has just launched, and the two colors of light fog green and light moon blue are sold out.

You Shaofeng said: "The bento boxes have sold 180,000 units so far. The sales channels include JD.com, Taobao, Xiaohongshu, Yiyi and other platforms. About 503 boutique supermarkets across the country have products for sale."

　　In You Shaofeng's view, high-value kitchenware and food are also a new type of social tool.

While selling products, Shihe will also organize online "favorable cuisine sharing sessions" from time to time, and use live broadcast to chat with people all over the country who love food and cooking, such as "a lunch box brings changes to life" "Daily and efficient preparation of weekly ingredients" and other topics.

　　"Many people will post to Moments after they have made a delicious dish. They want to gain recognition from others and show their skills. While showing the dishes, they also show the products of Shengcai." At the same time, You Shaofeng hopes that they can use the community to gather more young people who love life, “in sharing to enhance the happiness of life and feel the joy of life, so that our brand can bring harvest to young people.”

　　As a well-known food lifestyle platform in China, Xia Kitchen is working hard to build its own community while building offline stores to sell "food-related things"-authentic specialty snacks and good-looking kitchen utensils.

According to the relevant person in charge, while sharing food recipes and life moments, members can also follow chefs from all over the world to learn how to cook online and select fine products.

　　Recently, Guo Yueqing “planted grass” in the WeChat group of a food blogger with a price of 1,000 yuan, which not only has a high value, but also has 20 functions.

But seeing some netizens who have used it talked about the problem of "the paint is falling off the western kitchen pot", she was a little worried: "The beauty is online, the price is very expensive, but the quality is not guaranteed, what should I do?

　　In addition to "good-looking", how to ensure quality is an important issue that manufacturers who pursue high-value appearance must pay attention to.

　　China Youth Daily · China Youth Daily reporter Meng Peipei Source: China Youth Daily