When domestic rice cooker companies are just starting out, they often focus on the mass market, and in order to expand their scale, they often fall into price wars, resulting in reduced profits, no funds to invest in product research and development, and can only be eliminated by the market in the end. The strong performance of Midea and Supor in the mass market has exacerbated this process, and Joyoung has broken through this vicious circle step by step with the solid foundation laid by the soymilk machine. According to the latest monitoring data of Zhongyikang, Joyoung rice cooker ranks third in the domestic market share. Joyoung also participated in the formulation of the new version of the national standard "Energy Efficiency Limits and Energy Efficiency Grades of Rice Cookers" (GB12021.6-2017).
 
Joyoung's market strategy is similar to that of Supor, avoiding the edge of Japanese IH rice cookers and focusing on the production of traditional chassis heating rice cookers. As Midea and Supor basically tapped the potential of the 200-500 yuan price segment, Joyoung shifted its focus to the products in the price range of 150-200 yuan, although the profit is not high, but compared with the OEM products on the market, Joyoung rice cooker quality control is stable, which virtually strengthens its own marketing channels and opens up the situation for further market development.
 
In terms of IH rice cooker, Joyoung launched a product performance decent, flagship models F-40T8 and F-40T15 priced at about 1200 yuan, in addition to superimposing more cooking procedures, did not see the upgrade of the inner tank manufacturing technology, it is difficult to stand out among the many similar products on the market. In the same price range, Panasonic and Midea have better choices.
 
Joyoung's IH rice cooker in the 500 yuan price segment has a comprehensive capacity, complete cooking procedures, and uses the common liner material on the market, the overall advantage is not obvious, but the standard touch panel is still attractive to trendy users. After all, Midea's products at the same price point as Supor still use old-fashioned button designs.