The exquisite breakfast in the circle of friends is the masterpiece of the breakfast machine, the fried chicken leg of the weekend party is made by the air fryer machine, and the clean and tidy room is inseparable from the credit of the sweeping robot... Unconsciously, small household appliances have entered people's lives as home office artifacts, especially favored by young people after 90, 95 and even 00.
New and peculiar, once seized the market limelight
The rise of the home economy, the single economy, and the lazy economy has brought opportunities to the small household appliance industry. The impact of the epidemic has also provided conditions for the development of small household appliances. Big data shows that since the outbreak of the epidemic, on social apps such as Douyin and Xiaohongshu, the search FOR DAU (number of daily active users) about grass-growing delicacies, high-value and delicious recipes has increased by 3 times. Among them, the new release volume of grass planting social networking is mostly concentrated in the categories of food, cultural entertainment, sports and fitness, medical and health, education and other categories that young people are happy to pay attention to. As a result, small household appliances began to take advantage of the trend to penetrate in all directions of home life, coffee machines, washing machines, health pots, yogurt machines, fresh air conditioners, partition washing machines, low-sugar rice cookers... Explosions are frequent, only unthinkable, nothing can be done.
Image source: China State Grid
According to data, in the first half of this year, the overall scale of China's small household appliance market grew rapidly, and retail sales exceeded 25 billion yuan. Among them, the sales volume of cleaning electrical appliances reached 119 million units, and the market size reached 13.6 billion yuan, an increase of 40.2% year-on-year. More and more young people are willing to pay for high-quality, high-value, cost-effective, green and healthy small household appliances.
Consumption upgrading, moving forward in innovation
Demand determines consumption, and consumption drives the market. Traditional home appliances rely on functionality, and the popularity of small home appliances is based on meeting demand and winning with innovation.
Looks good and looks good. Young people are willing to believe in the "eye rim", in addition to practicality, the appearance of more personalized products will "call". After 00, the newly acquired automatic wall breaking machine of the little sister feifei belongs to the "national tide" model, which is full of ancient style design. The pet smart feeder that her good girlfriend Ling Bo'er bought for her beloved cat star person takes the soft and cute route, which is super cute.
Meet multi-scenario applications. The small household appliances that young people like, of course, are not only the plus of appearance. Exquisite, portable, multi-scene application, more in line with the desired purchase criteria. For example, the small health boiling teapot, home and office can be used, simply not too convenient.
New acceleration on FMCG properties. Different from the durable goods attribute of traditional home appliances, small household appliances are currently classified as fast moving consumer goods. The cycle of consumer replacement of small household appliances is an average of 1 to 2 years, or even shorter. The technical barriers of small household appliances are often not high, and they are easy to be imitated. Therefore, many companies have to increase the speed of the new.
When "surprise" turns into "disappointment", small home appliances face marketing embarrassment
Small household appliances once completed the small beauty of home life, warm and fashionable. But as soon as the freshness of the first time has passed, some consumers will find that the small household appliances they carefully choose are not as easy to use as they thought. "This vegetable washing machine is not practical at all in addition to being good-looking. When I first bought it, I was just a hot head, but now it seems to be really chicken ribs. "On the idle fish platform, there are many second-hand small household appliances such as sandwich machines, milkshake cups, juicers and so on, and many sellers have also marked the words "new" and "95 new".
"Disposable consumption" "just looks good", small home appliances are losing the enthusiasm of consumers. Why would a once-arrogant small appliance fall into such an embarrassing situation?
According to expert analysis, the low net profit margin of the market is not enough to form a scale effect, the low repurchase rate caused by the substandard quality, and the decline in sales caused by heavy marketing and light research and development are the pain points facing the small household appliance market at present.