News

Your position:
Homepage
/
/
/
"Changes" and "unchanged" in the small home appliance industry under the epidemic

"Changes" and "unchanged" in the small home appliance industry under the epidemic

(Summary description)Under the epidemic, residents’ diet, cooking, shopping, socializing, entertainment, and other life concepts and needs have changed. Offline activities of businesses and residents have been drastically reduced, and most consumer needs have been transferred to online, which is accompanied by quality of life and consumption habits. The upgrade brings opportunities to the small household appliance industry, which has a high proportion of online channels. The sudden epidemic has undoubtedly made the environment of the home appliance industry more complicated, and there have been many "changes" and "unchanged" in the small home appliance industry.

"Changes" and "unchanged" in the small home appliance industry under the epidemic

(Summary description)Under the epidemic, residents’ diet, cooking, shopping, socializing, entertainment, and other life concepts and needs have changed. Offline activities of businesses and residents have been drastically reduced, and most consumer needs have been transferred to online, which is accompanied by quality of life and consumption habits. The upgrade brings opportunities to the small household appliance industry, which has a high proportion of online channels. The sudden epidemic has undoubtedly made the environment of the home appliance industry more complicated, and there have been many "changes" and "unchanged" in the small home appliance industry.

Information

Under the epidemic, residents’ diet, cooking, shopping, socializing, entertainment, and other life concepts and needs have changed. Offline activities of businesses and residents have been drastically reduced, and most consumer needs have been transferred to online, which is accompanied by quality of life and consumption habits. The upgrade brings opportunities to the small household appliance industry, which has a high proportion of online channels. The sudden epidemic has undoubtedly made the environment of the home appliance industry more complicated, and there have been many "changes" and "unchanged" in the small home appliance industry.

Change: The penetration rate of industry segments has increased significantly

From the perspective of the development stage of small home appliances, most categories have entered a mature period, and the market is showing signs of fatigue. However, with the improvement of residents' living standards, the transformation of life concepts, the improvement of quality of life and the formation of new consumption habits, the trend of upgrading small household appliances is irreversible. Under the influence of the epidemic, small household appliances, as a symbol of high quality of life, quickly entered more households, and the penetration rate of small household appliances in sub-categories has also been greatly increased. For example, vacuum cleaner products, including handheld, horizontal, micro, robot, and mite removal devices have good performance in sub-categories that meet different user households; and steam mops have also become the current home cleaning net celebrity artifacts, which are not only better than electric mops It is easy to clean the floor, and the sterilization effect can be achieved more effectively through high-temperature steam. In addition, under the tuyere, small household appliances for mothers and babies have also attracted crowds and become a battleground in the segmented market, making baby bottle sterilizers and complementary food cooking machines rapidly becoming the internal driving force of the industry's growth. Obviously, the consumer market is growing rapidly, and the trend of innovation and diversification of small household appliances sub-categories is obvious, and the penetration rate is also greatly increasing.

Change: The demand for emerging western-style kitchen appliances is highlighted

The prolonged epidemic has greatly extended consumers’ home time and reduced eating out, which has greatly increased consumers’ home cooking needs, and has allowed many new western-style kitchen appliances that have been buried for many years to be popularized and developed, quickly standing on top of the trend. . According to data from JD Digital, the sales of bread machines, electric ovens, and air fryer in January-February of 2020 will increase by 62%, 90%, and 146% respectively year-on-year, and electric lunch boxes will increase by 217% year-on-year; egg beaters, meat grinders, Noodle machines increased by 232%, 84%, and 73% year-on-year respectively. According to the latest data released by Tmall, the first hour sales of sandwich machines on March 8th this year increased by 1500% year-on-year, and the sales of chef machines in 40 minutes The amount exceeded the entire day of the same period in 2019. Compared with large appliances, consumers pay more attention to the function and price of the product when purchasing small appliances. These new western-style kitchen appliances happen to have the advantages of convenient use, compact size, fashionable appearance, novel functions, and general unit price. It's not too high.

Change: Demand for small appliances with health, sterilization, and cleaning functions broke out

After SARS in 2003, the most concerned factor for consumers to buy home appliances is whether the product has the functions of sterilization and disinfection, and this year is no exception. Catalyzed by the epidemic, residents' health awareness has been strengthened. There is no doubt that the categories that will benefit most in 2020 are health, sterilization, and clean small household appliances. E-commerce platforms such as Suning, JD.com, and Gome all launched personal protection sessions during the outbreak. In addition to common sterilization home appliances such as air purifiers and disinfection cabinets, the products also sell steam mops, ultraviolet sterilization lamps, etc. New small household appliances. Both "sterilization" and "disinfection" are written in the most conspicuous position on the product homepage. Obviously, the impact of the epidemic on consumers and small household appliance manufacturers is obvious. Small household appliances with health, sterilization, cleaning, purification and other attributes have attracted attention, and have gradually become "just-needed" products for some households. , Ushered in an explosive period of consumer demand.

No change: the average product price continues to decline, and the premium space continues to slow down

Except for a few emerging categories in China's home appliance market in 2019, the average selling prices of major home appliance categories are falling, and the small home appliance industry is no exception. my country's small home appliance industry is not a high-tech industry, and there is serious homogeneity. Therefore, with the rapid development of the small home appliance industry, more and more home appliance brands are beginning to pay attention to this "profit cake". The market is mixed and the industry is chaotic. Emerge in endlessly. As market demand is saturated and product supply exceeds demand, brands can only fight price wars in order to stimulate sales. Affected by the epidemic in 2020, some small home appliance brand manufacturers, especially long-tail brands, in exchange for cash flow to speed up their shipments, increase sales can only hit low prices to reduce losses. In addition, although the volume of small household appliances has continued to expand in the past two years, small household appliances themselves do not have any distinctive features. Compared with large appliances, their innovative capabilities and technological iterations have many shortcomings, and the premium space is limited. If the average product price continues to decline , Then the product premium space will continue to slow down.

No change: it is still the emerging small home appliance category that has benefited significantly

Consumers have higher and higher requirements for the convenience of quality of life, and the number of small home appliances in their families is increasing. The new generation of consumer groups no longer stop at satisfying basic life needs and are more inclined to meet the needs of small home appliances. In order to improve the quality of life, emerging small home appliances have maintained a high degree of attention in the past two years due to their novel appearance, stylish design and functional integration. According to the sales data of small household appliances released by Suning in February, the sales of garment steamers, which are the main force in the fight against the epidemic, increased by 120% year-on-year, disinfectors increased by 13,777%, air fryer increased by 659%, and electric lunch boxes increased by 2612%. This data reflects that the epidemic not only has not weakened, but has strengthened consumers’ purchasing demand for some emerging small home appliances, and that more new small home appliances that combine different scenarios are still emerging, such as automatic induction washing of mobile phones, toothbrush sterilizers, and knives. Sterilizers have also begun to enter the public eye.

No change: Midea, Joyoung, and Supor stand in a stable pattern

From 2017 to 2019, the brand share of the three well-known small home appliance companies, Midea, Joyoung, and Supor, has changed relatively little. The brand pattern of the small home appliance industry "Meijiusu" is stable, and the three pillars are stable, although in recent years, small home appliance brands The number continues to increase, but it is mainly diluting the share of the long-tail category, which has limited impact on leading companies and will not cause significant changes in the brand structure of the small home appliance industry in the short term. Affected by the epidemic, due to lack of capital flow and other factors, long-tail brands are facing a crisis, while Midea, Joyoung, and Supor have relatively mature technology control of various categories, and their layout has been relatively stable for many years. Products with high unit prices and high penetration rates have always been At the stage of perfect development, the brand channel has obvious advantages, and it is difficult for other brands to enter.

Scan the QR code to read on your phone

搜索
Search

Choose our reason

Our sincere cooperation, professional escort, guarantee the project from planning to completion of every link.

Contact us

No. 10, Chuangxin 6th Road, Huayuan Industrial Zone, Binhai High-tech Zone, Tianjin

Working time

from 9:00 a.m. to 5:30 p.m.

© 2021 Wangao Electric Power    津ICP备05006400号-1    Powered by www.300.cn

Back to top