According to the data of Aowei Cloud Network, the retail sales of electric toothbrushes in the online market from January to November 2021 fell by 16.7%, and the retail volume fell by 24.0%. Compared with the burning trend of healthy small household appliances in 2020, the growth trend of electric toothbrushes seems to be slowing down, with the normalization of the epidemic, is the outlet of healthy small household appliances brought by the epidemic gone?
Electric toothbrush growth declined
What is the difference from $1,000 to $7.9?
All along, electric toothbrush is considered to be the blue ocean market to be tapped, its main sales share is the online market, electric toothbrushes have also experienced from the price of thousands of yuan to "7.9 yuan can buy electric toothbrushes" price shock, in the past few years, the electric toothbrush market is indeed maintaining a high growth trend, according to Taobao data show that from 2017, the online sales growth rate of electric toothbrushes has remained above 69% all year round.
The sudden attack of the epidemic has made the major appliances under pressure to move forward, but the personal care small household appliances represented by electric toothbrushes have developed well. According to the data of Aowei Cloud Network, in June 2020, including 618 promotions, the monthly retail sales of electric toothbrushes reached 930 million yuan, an increase of 75.4% month-on-month, and the monthly retail sales of electric toothbrushes in the follow-up 8-12 months continued unabated.
However, after entering 2021, it has not maintained this high-growth trend, as mentioned above, in 2021, whether it is retail sales or retail sales, the online market for electric toothbrushes is in a downward trend. GfK data predicts that in 2020, the online sales of electric toothbrushes will decline by 2% year-on-year, and the online sales of electric toothbrushes in 2021 will decline by 2% year-on-year.
Analysts from third-party data companies pointed out that "the main reason for the decline in the electric toothbrush market is the outbreak of the epidemic last year, the small health appliances ushered in the outlet, coupled with the stimulation of live e-commerce, consumer demand is strong, and the demand for 2021 is overdrawn." ”
In addition to the demand overdraft, the growth of electric toothbrushes declines or with the intensification of product homogenization competition, the quality of uneven has a more direct relationship, in April 2021, the China Consumer Association including Philips, Oule B, Panasonic, Usmile, Mijia, Shuke, Rongshida, Antarctica, etc., the price of 60 yuan to 1000 yuan range of 25 electric toothbrushes product test, the results show that some product noise is greater than 50 decibels, coupled with high-frequency vibration, so that users feel that the noise is larger, Like the sound of a tooth drill; In addition, some product marks and descriptions have some problems in the content of the labels.
At present, online electric toothbrush brands have as many as a thousand, in addition to the head of Philips, Oule B, Panasonic, Mijia, Sushi and other enterprises, there are a large number of OEM foundry enterprises mixed in, in 2021, "9.9 yuan to grab electric toothbrushes", "7.9 yuan Antarctic electric toothbrush monthly sales of 300,000 units" and other news have attracted the attention of consumers, but can low-end products really meet the needs of consumers? In the Antarctica's 14.9 yuan children's electric toothbrush review, there are a number of users who have published bad reviews, users said that "the vibration is not only the brush head shock, the handle is almost unable to hold, the child brushes the teeth and the hands are numb, the gums are brushed bad", "use once it is broken" and so on. As we all know, Antarctica currently rely on selling hangtags as the main income, and the Antarctic electric toothbrush used by users is basically produced by some small enterprises after buying the Antarctic trademark, and the quality of such products cannot be guaranteed at all.
Electric toothbrush is an industry with a low technical threshold, so what is the difference between electric toothbrushes that cost thousands of yuan to tens of yuan? Some business people familiar with electric toothbrushes said, "Different brands of high-cost products still have a lot of technical and standard differences, secondly, different price points of products from the shell to the bristles to the movement, motors, there are different component selection standards, these differences in appearance may not be too obvious, but there are definitely differences in the use experience." ”
Companies are optimistic about the track
Quality and innovation may help the industry out of the bottleneck of growth
In 2021, there are two electric toothbrush companies that have started listing, namely Xiaomi ecological chain enterprise Sushi Technology and the parent company of electric toothbrush brand usmile, Guangzhou Interstellar Yuedong Shares, in November 2021, Sushi Technology disclosed the prospectus, and at present, the IPO status of Sushi Technology is updated to "Inquired". Guangzhou Interstellar Yuedong Co., Ltd. has signed a listing counseling agreement with CICC in early 2021 and intends to be listed on a domestic exchange.
Sushi Technology and usmile were established in 2015, just a few years to grow into the head of the electric toothbrush industry, in addition to the rapid development of the industry, the two companies marketing strategy and product innovation style is also an important factor, although the current two companies after the launch of the listing has also been questioned by the outside world, that the two companies "low R & D expense rate, rely on Internet celebrities with goods" and so on, but it is undeniable that within just a few years, domestic enterprises have risen rapidly, Break the status quo of foreign enterprises monopolizing the electric toothbrush industry.
On the product side, enterprises are still enthusiastic about the new, high-end and high-quality products are also favored by users, according to GfK data show that from January to September 2021, the number of new electric toothbrushes is 1318, an increase of 42% year-on-year, in addition, according to GfK consumer survey data, quality and durability, health and safety, energy saving and environmental protection are the most concerned factors for users when purchasing small household appliances, accounting for 43%, 37% and 27% respectively. The purchasing determinants of different age groups are also different, and for the post-90s and post-00s people who are about to become the main consumer force, they pay more attention to factors such as smart new technology and high value. With consumers' higher requirements for product quality, it may also be possible to bid farewell to the "cutting leeks" of low-end products.
In August 2021, the State Administration for Market Regulation and the Standardization Administration of the State issued the GB/T40362-2021 "Electric Toothbrush General Requirements and Testing Methods" national standard, which stipulates safety requirements, appearance quality, specification size, physical and mechanical properties, switch service life, noise and other indicators, and the promulgation of the national standard will play a positive role in regulating the quality of domestic electric toothbrush products, protecting the interests of consumers, and promoting the development of the domestic market. Previously, the group standard "Electric Toothbrush" issued by the China Household Electrical Appliances Association was also responded to by the active bid collection commitment of electric toothbrush enterprises. This will play a positive role in promoting the future development of electric toothbrush specifications.
With the rise of young consumer forces, industry insiders are still optimistic about the future sustainable growth prospects of the electric toothbrush market, but "in the face of increasingly fierce market competition, only according to consumer demand to launch more innovative products, rather than blindly fighting a low-end price war, or will help electric toothbrushes get out of the growth bottleneck period faster", third-party data analysts said.