A few days ago, all major platforms have launched annual annual summaries and annual bills. Many of you have noticed the following phenomena:
Once upon a time, I used to buy a 2w bag, and I had to post it on Moments!
Now me: 19.9 is also free shipping, I bought it!
Once upon a time: What others have, I will have too!
Now I am: what suits me is the best!
A year of "consumption downgrade".
"9 yuan 9" milk tea coffee, which "Li" is expensive to spend Western dollars, citywalk that does not cost money, the prevalence of 10 yuan discount stores, and low material desire life, 2023 is the year of "consumption concept moving mountains". This year's socio-economic background is a combination of recovery, stability and uncertainty. Behind the "consumption downgrade" may be the "upgrade" of the quality of life.
It's not that xxx can't afford it, it's that xxx is more cost-effective. According to the data of the "2023 China Consumer Insights Report", 76.2% of respondents said that the number of impulse purchases in 2023 will decrease compared with the previous year, and 62.5% of respondents said that they will think about whether they really have purchase needs when spending this year compared with the previous year.
The return of the "essence" of consumption
Under the forward-looking expectation that the economic growth rate will go down to a higher level, the downgrade of consumption has become a hot topic. With the upgrading of consumption structure and the change of consumption concept, the current new generation of consumers is constantly awakening to their sense of sovereignty, and they will look at brands and Internet celebrities more rationally and diversely, and pay more attention to the improvement of self-perception and quality connotation. In the past, market competition was to "seize the minds of consumers", but now it is to "win the hearts of consumers". As a cutting-edge brand of high-speed hair dryers in China, Laifen is well versed in this, and its core strategic point is to carry out "technology inclusiveness" to the end.
The core of technology inclusion
For a long time, "technology inclusion" has always been the brand concept of Laifen. Previously, Ye Hongxin, the founder of Laifen, said bluntly: "From today on, high-speed hair dryers are no longer the patent of a few people, and we at Laifen make more people affordable." On January 27th, Leven announced the official launch of its new hair dryer, the SE Lite.
It is equipped with a high-concentration anion generator, intelligent temperature control technology and self-developed and self-produced three-phase high-speed brushless motor, with a maximum speed of 100,000 rpm, users can dry their hair in the time of a song, and avoid the hair "baking" caused by high-temperature drying, six-fold noise reduction technology, bringing a volume of 62db, blowing hair more freely in the middle of the night, with industry-leading quality, 199 yuan price, so that more people can afford to use a good high-speed hair dryer.
Since Dyson opened a new era of high-speed hair dryers, but the pricing of 3000 yuan + has persuaded most people to quit, and its penetration rate is less than 1%. The Laifen has entered the era of 599 yuan with high-speed hair dryers, with an annual income of nearly 2 billion yuan, and as of the end of December 2023, the sales volume of Laifen hair dryers has exceeded 8 million units. This time, the new product of "199 yuan" has once again released a big move, which may be the engine to increase the penetration rate of the industry.
Deep ploughing of high-speed hair dryer tracks
In recent years, with the iteration of consumer groups and the improvement of living standards, the high-speed hair dryer track where Laifen is located has continued to expand. According to AVC online monitoring data, from January to August 2022, the share of retail sales of high-speed hair dryers increased from 42.9% to 60.1%, and the retail volume increased from 5.4% to 13.4%, becoming the largest branch of the hair dryer market. Compared with traditional hair dryers, the competitiveness of high-speed hair dryers has been significantly improved, and the integration of innovative technologies in hair care has derived a new direction to meet the needs of young consumers and have broad development space. Therefore, many domestic and foreign brands have entered the game and started a silent competition.
In this protracted battle, Laifen became the most eye-catching dark horse in one fell swoop with a high-spirited leading attitude. It entered the market in 2021 and continued to make efforts within a year to become a leader in the field of domestic high-speed hair dryers. According to AVC's online monitoring data, from January to September 2022, its sales share of high-speed hair dryers accounted for 64.5% and sales share accounted for 54.8%, ranking first in the domestic online high-speed hair dryer share list.
Judging from the current market situation, the hair dryer industry is already a red ocean of fierce competition, but high-speed hair dryers are the blue ocean in the red ocean. Laifen adheres to the brand concept of "technology inclusiveness", so that the technology products that are expensive due to the premium price of technology can enter the public life at a price that consumers can accept.
In addition to deepening technological innovation, in order to return hair dryers to the essence of daily necessities, Laifen has cooperated with a series of high-end hotels and characteristic homestays to implement the concept of "technology inclusiveness" to the end, and provide consumers with a higher quality living experience while empowering the technological upgrading and service upgrading of the hotel industry. It is reported that in the future, Laifen will also launch a series of small household appliances such as electric toothbrushes, in-depth layout of full-scene exquisite life solutions, adhering to the development concept of "technology inclusiveness", and providing a higher quality of life experience for more diverse consumer groups.
At a time when consumption is downgrading, brands may succeed if they can accurately grasp the changes in consumer demand and provide products and services that are cost-effective, practical, reliable in quality and bring spiritual satisfaction. After all, the domestic demand of 1.4 billion people is still fertile soil, there will always be structural opportunities, and the pursuit of "cost-effective improvement" is the underlying logic of the new life of Chinese brands.