Traditional small home appliances have been unable to meet the needs of consumers seeking quality of life -
Market segments, consumer upgrades forcing industry changes
With the 80, 90 after the crowd gradually grew into a new generation of consumer advocates, a new round of consumer upgrades open, rice cookers, microwave ovens, hair dryer ...... These have been entering the market for many years, small appliances far from meeting their needs, kitchen cooking, Home life, personal care ... From the kitchen to the bedroom, boutique small appliances are capturing every corner of the family.
The milk into the pot, add the fermentation powder, stirring, knob timing, 10 hours after a glass of warm yogurt freshly baked.Now, making yogurt became a home after living in Hefei, Shushan District, Things to do, she can go to work with fresh yogurt the next morning.
'Yogurt made their own without additives, to buy healthier than the supermarket.' This appearance resembles the yogurt machine rice cooker, the shell is only a knob and light, easy to operate, and now is the new favorite of Ying Liu said: 'The price is very cheap, As long as more than 80 dollars.
'This is a cleansing instrument, my skin is prone to oil Zhangdou, listen to friends that the instrument wash than hand wash your face cleaner, deep cleansing pores.' In her words, she also told reporters 'wash artifact': a Silicone-style instruments, only the palm of your hand, open through the sound of high-frequency vibration clean the skin.Small instruments like this price of nearly a thousand dollars, but Liu Ying value, she told reporters that similar small instruments recently surrounded by friends welcome.
Regardless of the price of cheap, health, safety, beauty, convenience, fashion and other factors have become consumers in the purchase of small household electrical appliances an important reference factor, but also remain in the simple and practical level of traditional appliances is clearly not enough to meet this consumer demand Changes make boutique small appliances is becoming the protagonist of the market.Some data show that in 2016 double11 'China single-family small household appliances sales soared more than 25%, thanks to the increase with the single-family , The purchase of small and exquisite, luxury single-family customers gradually increase.
If you love food, there are bread machines, yogurt machines, wine lovers and even bean sprouts machines on the market. If you do not like cleaning, dishwashers, intelligent sweeping machines and smart moppers will help you liberate your hands; Of the small household appliances market also appeared a variety of special groups dedicated products designed for pregnant women fetal heart monitoring equipment designed for infants and young children designed bottle sterilizer etc .. The people yearning for a better life, consumers of good quality The pursuit of enterprises to promote the different needs of consumers to produce different products, Forced industry upgrade.
Data show that the overall market size of small household electrical appliances in 2013 is about 203.1 billion yuan. By 2020, China's small household electrical appliance market will grow to 460.8 billion yuan, with a CAGR of 12.94% for 2015-2020.
From there to the best, product upgrades can stand firm
With the economic development, the material and living conditions of consumers have been greatly improved, the concept of consumption has been constantly changing, and the demand for small household electrical appliances no longer remains to meet the needs of small household electrical appliances The basic needs of life, are more inclined to be used to improve the quality of life.
November 7, the reporter came to an appliance store located in the Buried Hill Road, who lives in Winbond bright family district, Mr. Xue is a renovated house selection of a fruit juice machine, the mall sales staff come up with a juicer, the original Juicer, broken machine, each machine has the function of squeezed juice, but different, which makes Mr. Xue made a difficult.
Juicer main function is to stir, juice, but can not separate juice and pomace; juice machine with low-speed motor, the principle is similar to the use of stone grinding soy milk, you can filter out the fruit residue, taste better; broken machine It is equivalent to the Soymilk, dry mill, blender, smoothie machine, juicer fit, it has a heating function, so whether it is ice milk or hot milk can do. 'Sales staff are passionate about each Machine function, 'I suggest you buy a broken machine, and now most customers will choose more powerful broken machine, the price is more expensive, but a multi-purpose machine, but also saves space in the kitchen.'
'Now the function of small appliances too powerful, completely subvert my past impression, I intend to buy broken machine, immediately into the winter, you can drink milk drink.' "Finally, Mr. Xue chose the price of 1,900 yuan broken machine .
Jingdong's White Paper on Consumer Internet Shopping in China's Household Appliances Online Shopping (2016) shows that more than a quarter of consumers in Jingdong are very sensitive to quality, and news of Chinese tourists buying and selling rice cookers and toilet seats in Japan also triggered Hot discussion, stinging nerves of many domestic small household electrical appliance enterprises, which fully shows that the price is not the preferred factor for consumer spending, technological innovation and quality products to win the favor of consumers, the traditional small appliances need to be transformed and upgraded.
During the visit, the patented, unique technology of these words continue to appear in the reporter's ears.
Nine Yang main push soybean milk grain series, promote the diversification of soy milk; the United States introduced a strong net soybean milk machine, soybean milk break through the long-standing bubble beans and cleaning is too complicated; Supor rice cooker developed 'ball kettle' patented technology, reduction The ancient method of firewood rice ... technology has become the main brand advocacy, consumers are more willing to pay for patented products, fierce competition in the market have prompted enterprises to embark on the road of technological innovation, so that the traditional category from good to excellent, to seize market share.
Cohabitation, improve quality and after sales is the key
In the small appliance market as a whole to the category of high-end product segmentation and trend, the market already presents a "blue ocean", more and more enterprises into it, quite a mixed bag, but also brought many problems.
In January 2016, SAIC conducted random inspection and directional monitoring on the quality of small household appliances sold on the Internet market across the province, of which 32 samples of directional monitoring sampled through online shopping were only 27 qualified after passing the inspection, with a pass rate of 84.3%; 5 failed group, the failure rate was 15.7%.
Open Taobao, search 'home heater', the highest price of 2,000 yuan, the lowest price to 39 yuan, aside from the technical content of heater manufacturing aside, too low the price can not help but question whether its security is guaranteed.
In addition, the reporter visited the market found that similar to yogurt machine, bottle sterilizer and the like small appliances, there is no product sales in the mall, the sales staff gives the answer is' these things are very low technology, the price is cheap, only in In fact, handmade yogurt using rice cooker insulation can also produce, seemingly diverse products, but is the use of consumer curiosity.It is also because of the technical content is not high, making the industry access threshold low , Serious product homogeneity, quality is difficult to guarantee.
'If the yogurt machine is broken, on the new, buy cheap, sent to repair is not cost-effective.' Asked Liu ying yogurt machine how to do when broken, her attitude is 'repair as change'.
'There is indeed no shortage of e-commerce platforms on the platform business, it is precisely the consumer like this psychology, not only the quality of the products worrying, the sale can not be guaranteed.Although the current situation, the development momentum of small household appliances industry is good, but the market order remains to be Perfect. "He Wentao, Director of Sales and Marketing Director of Living Appliances Hefei regional management center, said, 'We recommend consumers to buy small appliances, try to choose a formal mall and brand purchase.'