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Wen | the forefront of entrepreneurship, and the author | Small new
During the epidemic at home, you can only brush, brush, brush, watching many food bloggers explore the store, assessment and teaching, frying and cooking complex fire mastery, as a "handicapped party", you can only swallow a mouthful of water weakly.
Suddenly, brushing up on the "When You Have an Air Fryer" series of food videos, the ease of operation makes the "handicapped party" you also have a "me can do" impulse.
Perhaps, you did not expect that the air fryer was born in 2005, and today, more than ten years later, it has opened its own "counterattack" journey.
1, under the hurricane of the times, "blowing up" out of the hot?
Why can the air fryer become the "fried" hot spot in the hurricane of the times? Perhaps, as the old man often said, the time, the place, the people, are indispensable.
In the past two years, the "kitchen economy" has grown rapidly. According to the "China Home Appliance Market Report in the First Half of 2020", in the first half of 2020, in the environment of a 14.13% year-on-year decline in the mainland home appliance market, small home appliances rose 12.4% year-on-year with online sales of 78 billion yuan.
Air fryer as one of the representatives of small kitchen appliances, according to the prospective industry research institute data, in the first half of 2020, air fryer sales increased by 271%. Moreover, with the rise of the single economy, the lonely economy, the home economy, and the interest economy in the "post-demographic dividend" era, the heat of the air fryer has been pushed to a new level.
According to Green Hill Capital's 201 Annual Consumption Report, China's 92 million people living alone are equivalent to 1.1 Germany, 1.4 France, and 2.5 Canada; it took only 20 years for the proportion of "one-person" households to go from 6% to 25%. Moreover, as early as 2018, according to the data of the Ministry of Civil Affairs, the single adult population of the mainland has reached 240 million person-times.
It is a fact that the proportion of single people, people living alone and small families is getting higher and higher, and this part of the population has a high pursuit of health, convenience and high quality of life under the satisfaction of the most basic survival and safety needs.
The characteristics of the air fryer with little or no oil, coupled with the simple operation suitable for the kitchen white, meet the dual needs of single young people for health and convenience. During the work of the air fryer, the operator's hands are free, whether it is to play games, watch TV, or socialize, read, etc., can use the cooking time into their own lives, which coincides with the current "fast-paced" society.
In addition, the Generation Z group has gradually become the new main force of consumption, and interest consumption has begun to rise. For example, blind boxes, fashion clothes and tide shoes, etc., it can be said that Generation Z has single-handedly driven the development of many industries. For Generation Z young people who are interested in cooking and don't have the time, space and experience, the air fryer is a time-saving and worry-free choice.
Market research agency Qianqu GKURC (Global Key User Survey and Research Center) on February 11, 2022 data show that in the Z generation of people hope to add home appliances, dishwashers, air fryers in the forefront, accounting for 37.41%, 25.11% respectively, can also see the Z generation of people's "interest" in air fryers.
Whether it is the increase of single groups, the shrinking of family size, or the business opportunities of Generation Z with interest consumption, under the trend of the general environment, the changes in the pursuit of life by these "people" from groups to individuals further provide "people" advantages for the development of air fryers.
Moreover, on the road of the migration of the domestic Internet from the PC to the mobile terminal, this kind of "time and time" and "people" have complemented an important factor - "geographical advantage".
For the business scene, it seems that the "golden store theory" cannot be avoided if you want to have a high traffic and transaction volume, as long as you have a high traffic geographical location that meets the needs of the product, you have taken a big step towards success.
In the face of the bottoming out of the traffic dividend of traditional e-commerce platforms and high operating costs, brands are also constantly trying new channels to seek new possibilities that continue to spawn traffic fields. The form of short video e-commerce just perfectly undertakes the role of online "golden store".
The technology and presentation form of the short video platform package each related short video into a "shop". The audience who swipes the short video on the mobile phone is like a potential customer passing by on a golden street corner, and this customer group is no longer limited to only one city, but the entire Internet netizens.
Secondly, the display of more dimensional content can stimulate the customer's purchase potential more than the physical window, and the unique distribution mechanism of the short video is added, making it quickly enter the public vision and form a fission; it has become an important factor in the air fryer, from "fire" to "fire".
2, the "second demand" that is "brushed" by short videos
With the blessing of the large traffic and technical mechanism of the short video platform, it not only brushes out the consumer population's first demand for air fryer as a tool for the stomach, but also brushes out the "second demand" of people in addition to safety needs and physiological needs.
According to QuestMobile's 2021 China Mobile Internet Annual Report, short videos have officially surpassed instant messaging and become the largest occupation of Internet time in the industry, which means that people are gradually migrating from the real-time interaction mode of people to the "lonely" mode of one person.
According to the survey results of the survey of 18-35-year-old users of tantan (91.83% of them are single unmarried people), 67.8% of the users of the single living survey want to say goodbye to solitary living as soon as possible, which shows that most of the solitary groups are forced rather than actively chosen. Then, short videos, as the entrance to the maximum duration and traffic, have become a good way for people to dissolve loneliness and seek socialization.
The air fryer relies on the characteristics of replacing hot oil through hot air, as well as the advantages of affordable price, clean and convenient, safe and healthy, fast cooking speed, etc., after the promotion of short video bloggers similar to "French fries without oil", "everything can be fried" and other hot topics, not only use the curiosity to dispel the loneliness, but also directly ignite the consumption desire of most users.
At the same time, the air fryer with its own topic degree also provides materials and topics for people who are eager to socialize to share their lives, becoming a "social point". In this regard, referring to the recent large number of discussions on social media caused by the high price of oil, comparing the popularity of the two in the background of Weibo, it can probably be seen one or two.
As of 10:10 a.m. on March 25, 2022, as of the deadline for this article, the comparison of the popularity of air fryers and oil prices is shown in the following figure. Although compared with the recent hot topics, the heat of the air fryer has maintained a large fluctuation curve, but from the peak point of view, in the past 72 hours, the heat of the oil price has not been able to surpass the air fryer.
This trait naturally has high traffic and high reach, thus empowering the upstream entity industry of air fryer, enabling upstream brands to get feedback and develop rapidly, and forming a growth closed loop through the short video distribution mechanism. At the same time, it also confirms the commercial ability of short video platforms in the Internet.
For example, the "interest + content" model of Douyin e-commerce. The "air fryer" related topics on Douyin have accumulated more than 10 billion plays, and there are "if you have an air fryer" series that teaches netizens to do various cuisines, from watching content, generating interest to being planted, placing orders through links or live broadcasts, making netizens' interest quickly and directly transform into consumption ability, forming an integrated full link from planting grass to placing orders within the platform.
Moreover, this interest in e-commerce model is not only limited to the commodity itself, but also has the ability to help derivatives. For example, air fryers have also driven sales of fried pre-made dishes, barbecue seasonings, tin foil baking sheets, etc.
The value embodiment of this "interest + e-commerce" can be permanently copied in the "interest e-commerce" platform, which is applicable to all categories and brands to accurately reach consumers and expand brand influence.
With "content + interest", consumers can be quickly reached, so that consumers can quickly understand the content related to the topic of interest, and carry out "one-stop" reach and "basket" salvage. Perhaps, this is also the biggest difference between "interest e-commerce" and "traditional search" e-commerce.
3, interest + e-commerce, air fryer is just a beginning
When we open the search e-commerce platform, it is likely that there is already a demand for something, and then we open the shopping platform, search, choose to buy and place orders, and complete our own consumption closed loop. In this shopping scenario, the user's mentality is very clear, and they will leave after buying.
In the interest of e-commerce, it is not "bought because of need", but "bought because of shopping and liking".
The consumer decision-making path is more similar to our usual shopping, but enjoy the pleasure brought by shopping and the surprise brought by the uncertainty of commodity hunting and the pleasure of taking down favorite items. For example, if you are on the street and suddenly see a dress you like, you may not have a need before, but since you have become interested, it has become a need.
With the traditional e-commerce "people looking for goods", this kind of "goods looking for people" due to interest not only satisfies the user's interest in potential shopping, but also enhances consumers' reflection and pursuit of quality of life; and can help merchants accurately and efficiently reach more consumers.
In this era of material abundance, for young consumers, buying things is not limited to need, but more from interest and like, bringing spiritual pleasure and self-worth satisfaction.
Born in 2005, the air fryer, from obscurity to overnight explosion, for the "interest in e-commerce", is only a beginning that has been confirmed, and there will be countless "air fryers" waiting for the brand in the future.