I use high-tech in small counties: Internet celebrity products fight the price war, and ordinary households spend more than 10,000 yuan a year without blinking

Source of this article: Times Finance Author: Wang Ting

Editor's Note:

The state has a big ledger related to the livelihood of the people, and the people have a small ledger to record their own expenses.

Focusing on the two sessions of the National People's Congress in 2022, Times Finance launched a series of reports on "My" Ledger: pay attention to the new policies of the national ledger, analyze the new formulation of local ledgers, discover the new highlights of corporate ledgers, and tell the new story of the people's ledgers.

It is this path of addition, subtraction, multiplication and division that changes our lives.

Sweeping robot Image source: Visual China

On March 5, the "Government Work Report" mentioned that it is necessary to firmly implement the strategy of expanding domestic demand, and smart homes are named. It is pointed out that in the case of the global epidemic situation is still continuing and the world economic recovery momentum is insufficient, it is necessary to promote the sustained recovery of consumption, continue to support the consumption of new energy vehicles, and encourage localities to carry out green smart home appliances to the countryside.

At present, smart homes are becoming popular in lower-tier cities. According to the e-commerce report released by Kuaishou, during the Spring Festival this year, in the third-tier towns, the GMV of smart door locks and smart toilet lids was more than 30 times that of last year.

According to the "2021 China Home Appliance Market Report" released by the China Electronics Information Industry Development Research Institute, in 2021, the scale of the sinking market home appliance market reached 277.5 billion yuan, an increase of 8.9% year-on-year, and the growth rate was much higher than the overall market.

Behind the small ledger and the big change is the new story of the digital and intelligent era. Times Finance interviewed a number of consumers in the sinking market, who told what they have seen and heard about buying smart home products in the past year.

There is no shortage of smart products in small counties, and buy heating lifting tea tables to fight against blizzards

In the spring festival that just passed, a blizzard fell in Shaodong County, Hunan Province, where 25-year-old girl Xiaoqiu is located, but her home was not cold.

When the snow outside the door is flying, Xiao Qiu, two younger brothers, father and mother sit around the side of the smart heating lifting tea table, and the electric heater embedded in the foot of the table continuously emits heat to provide a family of five to keep warm, and can also adjust the height and power of the electric heater through voice and remote control.

The countertop of the coffee table is made of marble, which looks very atmospheric, and there are relatives and friends or dad's business partners to visit, and Xiao Qiu will also let them sit around this coffee table, drinking tea and chatting while keeping warm, "This is the third table that my family has changed, which is very suitable for our use needs." Xiao Qiu told Times Finance.

According to the "2020 Sinking Market Smart Home Consumption Insights" of Tmall and other platforms, in third-tier cities and below, the sales of smart heating tables in 2020 increased by 600% year-on-year.

Snowy days in the south, the toilet will be particularly cold, Xiaoqiu home has a smart toilet, the seat can automatically heat, not cold, as well as flap, cleaning, drying and other functions. There are two bathrooms in the house, and her family prefers the one with the smart toilet.

Smart toilet about 10,000 yuan, smart coffee table about 2,000 yuan... On the ledger of Xiao Qiu's home, the cost of smart home is far more than this, her home also has Bluetooth fans, lifting drying racks, and a variety of smart lights that can change a variety of atmospheres.

Xiao Qiu's Bluetooth fan costs seven or eight hundred yuan, which is not only a fan, but also can play music and be used as a light. Lifting and lowering the drying rack can be controlled by a remote control, no need to use a clothing pole, nor do you need to tiptoe, her evaluation of these smart consumer goods is "labor-saving".

"The advertising is very sufficient, the elevator room is available, and the decoration (company) will ask if it is necessary to buy." Most of Xiaoqiu's smart home products were bought by her mother when she was renovating her new house in 2020, and the purchase channels came from the home appliance city and shopping malls in the county.

In Shaodong County, there are many home appliances, household goods stores, which have a variety of intelligent consumer goods, Xiaoqiu relatives also bought sweeping robots, intelligent scrubbers and so on.

According to the Suning Tesco report, during the Double Eleven period in 2021, "low-carbon people" prefer the whole house intelligence "one-click carbon saving", the sales of smart home products increased by 68%, and smart lights and smart water heaters became popular, with an increase of 83% and 78% respectively.

IDC report shows that in the first half of 2021, China's smart home device market shipped about 100 million units, and it is expected to be close to 540 million units in 2025.

Cervical spine massager "true fragrance", a second into a long-distance driving artifact

Ma Cong, a native of Hubei Province, works in Guangdong, and he and his parents live in a suburban urban village, where they do some manual work on weekdays.

In recent years, Ma Cong and his sister have completed university studies, and the burden on their parents has been much lighter, and the quality of life has also improved. They also added a lot of smart consumer goods to their ledgers, from small bracelets, massagers, smart speakers to large smart TVs.

"Buying shoes is afraid of not liking, buying food is not commemorative, and smart consumer goods are innovative and durable." In the past two years of giving birthday gifts to their parents, Ma Cong and his sister rarely bought clothes and food, but invariably chose smart products.

Ma Cong told Times Finance that in early January this year, his mother's birthday, the sister who was working outside thought that her mother's cervical spine was not good, and bought a cervical spine massager online to send home, the original price was 329 yuan, and the discount was 169 yuan.

After receiving the goods, Ma Cong's mother did not know how to use it, so she set aside, and later learned that she needed to apply some water to the metal sheet of the neck and massager. Ma Cong's father wore a cervical spine massager every day to go out to "Getsa", and soon learned to switch between modes such as massage, tapping, gua sha, etc., and also learned to adjust the strength.

Ma Cong's mother is more envious of the smart TV that can be screened in the neighbor's house. At the end of last year, the TV at home was broken, she hesitated again and again, bought a 2600 yuan smart TV, 65 inches, "a little distressed money, but it is still worth it, before more than 2000 yuan can not buy such a big TV, now the price has been reduced." “

Whenever it rains and can't go outside to dance with the neighbors, Ma Cong's mother turns on the Bluetooth of the mobile phone, casts the square dance video on the TV, and then begins to dance with it. Previously, she used a brick-sized stereo, which, although with a display, was often not clear.

In late January this year, Ma Cong and his parents drove back to their hometown in Hubei Province and brought with them all the smart consumer goods except the TV. Driving more than 1,000 kilometers, Ma Cong's father has been wearing a cervical spine massager in order to relieve the fatigue of the journey.

After returning to her hometown, in order to make a video call, Ma Cong's mother bought a smart phone of about 1,000 yuan for her 80-year-old mother, and also registered a WeChat account for her, teaching her how to answer video calls. ”

Ma Cong observed that in the countryside of Hubei, where he is located, smart phones, tablet computers, laptops, and wifi networks have long been popularized, and the tentacles of the updated tide of smart consumer goods are quietly extending, and beauty instruments, smart speakers, and smart switches are appearing more and more.

It is worth mentioning that the sinking market has long been targeted by mainstream smartphone manufacturers. Taking Xiaomi as an example, in November last year, Lu Weibing, president of Xiaomi Group China, posted that in the next three years, Xiaomi Home will be opened to 30,000, mainly focusing on the expansion of the sinking market (county town). At present, Xiaomi Home has achieved 100% county-level coverage of Henan, Jiangsu, Anhui and other provinces.

At the beginning of 2021, Liu Bo, vice president of OPPO, publicly announced a number of channel upgrade strategies, including the "county clearance plan", that is, in the future, every county in the country will have an OPPO store.

"Net red" products moved home, sweeping robots to solve years of old problems

In Li County, Hebei Province, Liu Wei, who is in his fifties, is a trendy person. Usually seeing the publicity on the Internet and TV, he is very interested in smart home products.

This year's Spring Festival, he wandered around the bathroom store opposite the community, after a introduction from the clerk, he made up his mind to buy a 3500 yuan smart toilet, and the store also arranged for workers to install it for free.

He was satisfied with the price of the product, the efficiency of the workers' installation and the functionality of the smart toilet, especially the cleaning function. He recalled that five or six years ago, the price of many smart toilets was still more than 10,000 yuan, and now it is very different.

Aowei cloud network online monitoring data show that in 2020, about 2500 yuan of all-in-one machine and about 1000 yuan of toilet lid became the best-selling products in the market, and the price war is not finished, and the price of products in the industry is still exploring.

"Searching for TV shows is easy and fun." Recently, Liu Wei also bought a smart TV of about 5,000 yuan and a vacuum cleaner of 2698 yuan in the county, which were purchased with the family's daily savings, and the smart home products purchased within a year have exceeded 10,000 yuan.

"If you don't buy smart consumer goods, this money can only be used to save, such as buying wealth management products or government bonds." Liu Wei said that vacuum cleaners are good for health and will be recommended to relatives and friends.

Zhejiang Zhuji girl Chen Lu has a dog at home, the dog loses its hair, and the house is full of hair, which is particularly troublesome to clean up. To this end, her mother bought a sweeping robot and solved this old problem for many years with only 1199 yuan.

Chen Lu bought a vacuum cleaner, a smart bracelet, and a massager for herself. She is an office white-collar worker, sedentary office caused often sore shoulders and necks, so she bought a massager of about 1,000 yuan, usually soaking feet, watching TV will be used to press a button.

According to the report of CSHIA Research, it is expected that China will become the world's largest consumer of the smart home market, accounting for 50%-60% of the global smart home market consumption share, and profits account for 20%-30% of the global market share.

(Xiao Qiu, Ma Cong, Liu Wei and Chen Lu are pseudonyms)