In April, the domestic online cleaning appliance market share was released: Stone Technology ranked first

Recently, a number of listed companies have successively handed over 21 years and 22Q1 quarterly performance answer sheets. Affected by multiple factors such as the epidemic, the international situation, and raw materials, industries such as consumer retail and import and export trade have suffered unprecedented impacts. However, as the base camp of scientific and technological innovation enterprises, many science and technology innovation board enterprises have ushered in a contrarian growth, such as smart home appliances, smart cleaning and other industries that have realized the innovative integration and development of intelligent technology and clean health technology, and have better grasped the direction of a new round of consumption upgrading.

Aoweiyun's latest statistics show that in 2022, the cleaning electrical appliance research and development enterprises represented by sweeping robots are full of resilience, and in April, the industry's leading manufacturer Stone Technology has a market share of 33.7% in the sweeping robot category online; at the same time, the market share of clean electrical appliances online has reached 14.65%, both of which rank first in the industry.

In addition, from January to April, the cumulative domestic online market share of Stone Technology surpassed Dyson, ranking the top three in the cleaning category market, reaching 9.51%.

At present, the ceiling of cleaning electrical appliances in the mainland is high, the function improvement has driven sales breakthroughs, and the new category has a stronger pressure bearing capacity and thicker profit elasticity than the traditional home appliance category. Therefore, we are optimistic about the medium- and long-term market expansion of new categories, and with the rise of brand awareness, related enterprises have the opportunity to open new growth channels and continue to enjoy the dividends in the process of rapid growth of the industry.

The domestic sales of technology can be released to increase, and the long-term logic of R&D increase remains unchanged

Different from traditional home appliances, intelligent sweeping robots, as a product with continuous improvement in technology, are constantly improving to meet the needs of users. Therefore, the improvement of its penetration rate requires technological breakthroughs and solutions to user pain points as support. In the current fierce market competition environment, this promotion is obviously a difficult gap for new players or cross-border players in the industry. Because in the high-end market, industry leaders such as Stone Technology have been rapidly deployed and built higher barriers to competition.

Stone Technology stressed that in order to cope with the fierce market competition, the company has always attached great importance to and continuously increased R & D investment and technological innovation, actively expanded product categories, launched home intelligent sweeping robot products with multiple additional functions, and continuously enriched product line types to further enhance market share.

In March this year, stone launched a new generation of upgraded G10S series, products from the function to the cost performance are remarkable, in the first round of pre-sale process, although encountered the domestic epidemic on the challenge of logistics, but the first time on the new pre-sale data, than last year's G10 on the new data is doubled, which also promotes the 22Q1 domestic market growth rate doubled, and made G10S in April sweeping robot and cleaning electrical appliances double track to win the first place in the market share.

The G10 series once exceeded 100% in the domestic market, and won the top 1 monthly sales of the sweeper category for several consecutive months, and the current market share is stable at 20%, laying a good foundation for the improvement of the company's brand influence in the domestic market.

On the other hand, it is well known that the sweeping robot industry is driven by technology, and technical iteration is the key to product strength improvement. A deeper exploration found that the intensity of R&D investment of enterprises is positively correlated with the speed of technology iteration. High R&D investment can help enterprises quickly improve their technical level, promote the transformation of R&D achievements and enhance their core competitiveness. According to the data, in 2021, Stone Technology invested 441 million yuan in research and development, an increase of 67.74% year-on-year; the number of R&D personnel was 555, an increase of 45.29%; by the end of the period, nearly 1,000 domestic and foreign intellectual property rights had been obtained.

At the same time, driven by the independent research and development capabilities of enterprises, the competitiveness of new products continues to improve. 2022Q1 stone research and development investment of 117 million yuan, accounting for 8.60%; the self-cleaning sweeping robot G10S series launched in March is also equipped with 5+2 "high-energy base station", compared with the G10 new automatic dust collection, bacteriostatic, water supply and sewer and mop drying functions, to a greater extent free hands.

Under the joint efforts of heavy research and development, long accumulation and strong product strength, in the 22Q1 quarter, Stone Technology achieved revenue of 1.360 billion yuan. According to the statistics of Aowei Cloud Network, driven by self-cleaning new products, the domestic sales market share of 22Q1 stone reached 18.32%, an increase of 72% year-on-year.

Stone Technology announced that in the future, the company will continue to increase investment in technology development and product innovation, providing lasting impetus for the company's long-term and stable development. The product development plan will continue to be market-driven and user-oriented, while maintaining the development advantages of existing core categories and constantly iterating on new products. Based on consumers' life scenarios, industry trends and future product design trends, we continue to innovate and develop more new categories to solve users' pain points and meet users' needs.

Diversified marketing brings added value to profits, and G10S is favored by users

At present, consumers' pursuit of product quality and increasing brand awareness have prompted them to prefer trustworthy brands when purchasing. At the same time, with the continuous intensification of competition in the industry, head brands have also begun to explore diversified channel development paths.

The same goes for Stone Technology. It wrote in the announcement: The company has always attached importance to the development concept of "innovative → technology → product → brand". In the fierce market competition, how to achieve differentiated positioning, establish a clear brand image, and complete the communication of cognition, cognition and identity with core users is an important task of brand building.

From the perspective of market performance, in the past year, Stone Technology has closely focused on innovative research and development, channel expansion and brand building, focusing on creating a brand image and value identity, such as embracing online traffic and carrying out live streaming business; working with e-commerce platforms such as Jingdong and Tao to increase brand exposure; planting grass on social platforms such as Weibo and Xiaohongshu; renewing top-notch spokespersons to enhance brand awareness and fully tap young user groups, injecting new impetus into the company's rapid development.

Specifically, on the one hand, in the post-epidemic cycle, online channels have replaced offline channels as the main channels for sales and continued to have a high degree of prosperity, emerging online marketing models have risen and developed rapidly, and various brands have quickly improved their e-commerce marketing systems. At the same time, in order to promote a better sense of online shopping experience and create a brand image, marketing methods such as live streaming and celebrity planting have been used to increase traffic.

Taking the stone G10S series marketing promotion as an example, the brand side makes full use of the new consumer trend and the popularity of new channels, and in terms of market promotion, increases the investment in emerging media interactive forms such as jittery live broadcast and short video, and improves brand exposure, such as a series of professional talents/life masters on short videos/grass media/e-commerce platforms, and disseminates word-of-mouth marketing through the trial experience of talents media.

In terms of e-commerce channels, Stone Technology further increased e-commerce promotion and marketing investment, inviting top star Li Jiaqi, CCTV channel officials and Internet celebrities to live stream goods; at the same time, it carried out in-depth cooperation with e-commerce platforms to lay out new products and fully tap the traffic of the platform, such as holding a G10S series tasting meeting with JD.com in April, so that platform users can intuitively feel the strength of the enterprise.

Under the re-push, the traffic effect of the market pushing the new explosion has emerged, and the G10 and G10S have successively become the star explosive items of the sweeping robot category. To some extent, they will affect the trends in sweeper functionality that consumers are most concerned about in the second half of the year.

In addition, in terms of brand, on the one hand, Stone Technology makes full use of the popularity of products already on sale, and continues to expand its market influence through new products; on the other hand, it continues to increase its publicity and promotion efforts, deeply becomes a leader in the enterprise market and industry, and efficiently connects target user groups by renewing celebrity spokespersons, brand implantation film and television episodes, etc., to open up online and offline traffic, further enhance brand awareness and strengthen users' brand image awareness of the company's innovative technology and high-end fans.

As the world's leading intelligent sweeping robot enterprise, brand building can not only bring huge profit added value to the enterprise, but also the foundation of the steady development of the enterprise, which has become one of the reasons why many enterprises attach great importance to the brand element. In the process of creating explosive products in the G10 and G10S series, we have seen that Stone Technology has stronger marketing and brand value building capabilities on top of technology and product strength. It is believed that in the future, with the participation of brands, the expansion of industry scale, the gradual promotion of consumer education and the rise of brand awareness, brands with first-mover advantages such as Stone Technology may be able to seize market opportunities in advance to further enhance market competitiveness. (CIS)