The development future of small household appliances is bright, but the industry still needs to "seek changes"
release time:
2018-11-15 17:17
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Experts pointed out that if the small household appliance industry wants to develop relatively better in the future, it must make its products more practical and closer to users so that users can feel the real value. In addition, domestic small household appliance companies must rise and cannot be cannibalized by foreign-funded companies. They must strive to Advance towards high-end.
Development status of small household appliances industry
With the rapid development of the national economy, my country's urbanization level has also continued to improve. Coupled with the wave of consumption upgrading, after consumers have met the relatively traditional needs of large appliances, small household appliances with functional and enjoyable needs have become popular. . Currently, small household appliances present the following characteristics in the domestic market:
Kitchen and bathroom small appliances have the largest market share
At present, there are many categories of small household appliances, which can be divided into sub-sectors such as kitchen and bathroom small household appliances, household small household appliances, and personal care small household appliances according to their use functions and environments. According to data from the Qianzhan Industry Research Institute, in China's small household appliances industry, sales of kitchen and bathroom small household appliances accounted for 76.2%, household small household appliances accounted for 13.1%, and personal care products accounted for 10.7%. It can be seen that kitchen and bathroom small appliances account for the largest proportion.
However, traditional categories, such as induction cookers, general rice cookers, electric kettles, electric pressure cookers, etc., have obviously insufficient growth momentum. Emerging categories represented by wall breakers and steam ovens and upgraded products represented by IH rice cookers have become market growth the main driving force. Statistics from CMM show that as of the 20th week of 2018, the retail sales of IH electric pressure cookers and IH rice cookers have increased year-on-year by 214% and 100% respectively.
Fashion and health become new development trends of small home appliances
As consumers' demands for use continue to increase and change, the product structure of small household appliances has changed. The market share of high-end, smart and healthy small household appliances has increased, becoming the main driving force for market growth.
According to Tmall big data, in the first nine months of 2018, the food waste disposers and body fat scales of Tmall small home appliances grew by more than 160%, and the massage chairs grew by more than 110%. The categories of small home appliances related to health care are growing rapidly. With the development of food, more and more consumers are making purchases based on the "health label". In addition, consumer groups such as those in their 80s and 90s have become the main consumers of small home appliances. These consumer groups are sensitive to fashion labels and naturally tend to be more youthful, fashionable and other elements in product selection.
Innovative categories continue to increase
With the continuous improvement of residents' consumption level, the structure of the consumer group continues to expand, which promotes the continuous updating of the functions of small household appliances, and the categories of innovative small household appliances continue to increase, such as electric stew pots, electric egg beaters, electric lunch boxes, wall breakers, Yogurt machines, egg boilers, etc., these small household appliances satisfy people's pursuit of quality of life and have become a new competitive field for small household appliance companies.
Industry observer Hong Shibin concluded in an interview with Smart Grid that the entire small home appliance market is showing "four modernizations", namely younger consumption, high-end categories, product diversification, and fashionable appearance.
The road ahead is bright but the road is bumpy. Small household appliances need to seek change.
At present, the small home appliance market is "in its youth". As consumers continue to increase their demand for product intelligence and personalization, the future development direction of small home appliance products is clear, and the industry will usher in a new round of acceleration. At the same time, Small household appliances continue to undergo structural upgrades, and there are more and more products. Therefore, the market space for small household appliances will be large in the future.
Although the current development of the small home appliance market is stable and the industry is expected to explode in the future, based on the market performance in recent years, the industry should also pay attention to the following issues.
First, product homogeneity is serious and basic functions overlap.
Secondly, the usage function is single and the idle rate is high.
Third, the quality is worrisome and repairing is more expensive than replacing.
Experts pointed out that if the small household appliance industry wants to develop relatively better in the future, it must make its products more practical and closer to users so that users can feel the real value. In addition, domestic small household appliance companies must rise and cannot be cannibalized by foreign-funded companies. They must strive to Advance towards high-end.
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