Category overview
Compared with the traditional three major pieces (refrigerators, color TVs, washing machines) 100 households, the small household appliance market is in a stage of rapid growth, which is the main outlet for the expansion of home appliance consumption. From the perspective of market size, China's small household appliance industry has maintained the situation of "small household appliances, large market", and the market scale has continued to grow in the past three years, and the market size of small household appliances in mainland China will reach 454.3 billion yuan in 2022. Under international benchmarking, China's small household appliance market still has a lot of room for development. The number of small household appliances owned by mainland households is 9.5, which is a large gap with developed countries.
In 2023H1, the market size of the small household appliance industry on the Douyin platform will grow by 78%, while the market size of the traditional e-commerce platform (Tmall) small household appliance industry will shrink, or due to the fact that small household appliances are more suitable for short video platform channel sales such as Douyin, the degree of product standardization in the industry is low, the function update iteration is fast, and it is more suitable for displaying product functions and effects through live broadcasts, short videos and other forms, which can play a better content marketing effect.
The industry reached a small peak in sales at the H1618 node, and H2 sales increased month by month, reaching the highest peak at the Double 11 node. This year's 618 node has passed, brands should grasp the brand marketing of the H2 flat sales period node in order to meet the outbreak of the double 11 node market. In 2023H1, the sales of the small household appliance industry increased by 76.5% year-on-year, which was faster than the growth rate of 2022H2 and was in a stable growth stage.
In the past year and a half, the number of mobile sales brands in the small household appliance industry has continued to increase, and new brands have continuously entered the market, resulting in a slight fluctuation in market concentration and a relatively stable overall competitive situation. Observing the top brands in the 2023H1 industry, it can be found that the Douyin e-commerce small household appliance industry is not completely monopolized by traditional brands, and the cutting-edge brand [Chasing] [Tianke] has developed rapidly in Douyin with its emerging category of floor scrubbers, occupying the third and fourth place in the industry. In 2023H1, the top sales products of the head brand are mainly men's razors and floor scrubbers, and the brand [Konka] achieved a ranking jump with explosive mite remover, or exploded in the first half of the year due to the concept of mite removal.
In the steady growth of China's small household appliance market, there is still a large space for development in the industry as a whole. In terms of channel selection, small household appliances are more suitable for sales through short video platforms such as Douyin due to their high demand for product functions and effect display. The Douyin e-commerce small household appliance market industry is greatly affected by the promotion, and the brand can formulate corresponding marketing strategies according to the promotion node, do a good job of traffic storage and mental preparation on the eve of the promotion, and do a good job in market maintenance during the flat sales period. The mite remover has become a dark horse product, and the single product has driven the Konka brand market ranking to jump. The flashpoint of the product is usually closely related to the hot spots on the platform, the brand can strengthen market research, in-depth understanding of consumer needs and market gaps, product research and development or iterative upgrades, to meet market demand, enhance brand competitiveness, or according to the function of the product itself to create corresponding topics and publicity, and then in turn bring hot products, such as: health pot brand can carry out office health topic creation, air circulation fan brand can promote the concept of air circulation in the air conditioning room.
Segment opportunities
Category Division:
According to the use function, small household appliances can be divided into three categories: kitchen, life and personal care. Among these three categories, kitchen appliances and small household appliances account for the highest proportion. According to the development stage, it can be divided into mature categories and emerging categories. Mature categories have developed for a long time, the concentration is high, and the top brands in the category rely on the strong offline channel laying advantage to occupy a high market share. There are still many categories that are still in an emerging state, which is a good entry point for new brands to enter the market.
In 2023H1, the market share of air fryers will shrink. The use scenarios of air fryers are limited, and the main products on the market have a high degree of homogeneity in appearance and function, and track brands should carry out differentiated innovation research and development or develop new categories. Water purification equipment occupies the top market share of kitchen appliances, and the industry growth rate is relatively high, indicating that consumers are concerned about their health and have increasingly stringent requirements for water quality; With the emergence of new hot topics such as coffee culture, making tea around the stove, and health preservation, Generation Z's attention to coffee and health tea topics has increased, and coffee machines and electric tea stoves may become the next track outlets.
Small kitchen appliances:
In the small household appliance market, small household appliances broke out with sweeping robots in 2021H2 Double 11 nodes, and the industry share expanded; In 2023H1, it will be transformed into a floor scrubber to drive the growth of small household appliances and become the top 1 in the small household appliance industry. In 2023H1, the proportion of sales of small kitchen appliances will shrink, and the growth rate will slow down; The GMV sales of personal care small household appliances grew rapidly, and men's razors and hair care generators drove the growth of the entire industry.
Small household appliances:
In 2023H1, the number of new mobile sales brands of small household appliances is relatively high, and the fundamental reason is that the explosion of clean appliances and air circulation fans has attracted many new brands to enter the market. The concentration of small household appliances and personal care small household appliances has increased. The increase in the concentration of small household appliances may be attributed to the further accumulation of traffic brought about by the high-quality marketing of leading brands in the industry in the past two years, and the increase in the concentration of personal care small household appliances may be attributed to the slowdown in the number of new brands. The decline in the concentration of small kitchen appliance brands may be attributed to the slowdown in the growth rate of the industry, while the number of brands continues to grow, resulting in further intensification of competition in the industry.
In recent years, floor scrubber brands are in a window of opportunity, 2023H1 has become the top 1 in the scale of small household appliances in life, accounting for up to 25% of the market share, and the market size of alternative vacuum cleaners, sweeping robots and other market scale has been reduced, attributed to consumers' "washing, mopping, sucking" integrated and coherent cleaning habits. The year-on-year growth rate of air circulation fans is high, indicating that consumers pay more attention to indoor air circulation after opening indoor air conditioners to form a confined space in summer.
Personal Care Appliances:
Electric shavers occupy the top 1 market share in the category, and female consumers account for 43% of the category consumers, indicating that their demand for holiday gifts has increased, and brands can attract consumers by creating festival-only gift boxes. The main function of hair care device products is to increase dense hair, and the year-on-year growth rate is attributed to the continuous increase in heat loss and the high demand for hair loss prevention. Furthermore. The market size of hair dryers, curl/straight/perm machines, ion combs, hair clippers and other small hair appliances is showing a growth trend, and the [hair care] keyword search index has exploded, indicating that the market consumers' demand for hair care has increased, and the market potential of hair small household appliances is large.
Quality track:
Potential tracks:
Small kitchen appliances: Air fryers are no longer a good business. The core functions of air fryer products in the market are the same, the appearance is generally similar, and it is difficult to have special innovation points, and because the average price of the product is not high, the consumer decision-making link is short, the explosion time is longer, the target customer group has achieved basic coverage, and the category growth is difficult to continue.
Small household appliances: With the explosion of concepts such as intelligent cleaning and air circulation, the market share has grown steadily and continuously in recent years, and has become the top 1 in the small household appliance industry for the first time in 2023H1, correspondingly, the number of new brands has the highest growth rate. The market is not waiting for people, and brands should observe the industry dynamics in time and seize the opportunity to achieve growth.
Personal care small household appliances: men's razor products accounted for 43% of female consumers, 2023H1 TOP1 hot selling products are [Feike] holiday limited gift box, all indications, men's product marketing to develop ideas, brands can design gift box packaging, multi-platform content long-term laying, at the same time participate in [boyfriend gift] [father gift] and other hot topics to accumulate brand voice and build user mind.
Pay attention to hot topics on a daily basis, analyze potential demand trends within the topic, and the industry opportunities they may bring. In 2023H1, in the category of small kitchen appliances, due to the rise in the popularity of topics such as "brewing tea", "coffee" and "health", coffee machines, tea boilers and other categories have achieved higher growth; The high year-on-year growth rate of hairdressing and power protectors in the category of personal care small household appliances is inseparable from the increase in attention to related content such as [hair loss] and "hair care".