As the national economy is stable, the mighty wave of consumer upgrades has also seen the development of the home appliance industry in the past two years. Thanks to this, the growth of small household appliances covering various areas of people's lives has been rapid.
It is true that small household appliances do not have the same rigid demand and stable market as household appliances. However, whether it is traditional life cooking products or new products such as vacuum cleaners or air purifiers, the entry of these small household appliances will undoubtedly lighten our housework. Labor improves the home environment and improves the quality of our lives. Perhaps, the changes that small household appliances bring to our lives in the future will be far more than this.
In fact, compared with developed countries, the current penetration rate of small household appliances in China is relatively insufficient, and the market space for small household appliances in the future is still relatively large. As China is ushering in a new round of consumer upgrading, the scale of small household appliances market is also expected to be realized. Sustained and rapid growth. According to industry insiders, with the promotion of consumer upgrades, the quality and quality of small household appliances will increase rapidly.
Take the example of small home appliances that have recently become popular. In 2017, online retail sales of cooking machines reached 3.44 billion yuan, a year-on-year increase of 55%; offline retail sales reached 8.41 billion yuan, a year-on-year increase of 90%. In addition, electric cookers, pressure cookers, and other traditional cooking appliances have shown stronger growth momentum in the online market. Data show that the retail sales of rice cookers are 5.79 billion yuan, an increase of 21% year-on-year; The pressure cooker line share was 2.91 billion yuan, an increase of 44% year-on-year.
Small home appliances, the trend of segmentation is obvious
With the impact of consumer electronics upgrades, users on the demand side have also pursued more and more personalization in addition to commonalities. The subdivision of small home appliance categories has also become one of the major trends of the moment. For example, the demand for small household electrical appliances is sticky. The strongest rice cooker products have been gradually subdivided into upgraded products represented by IH technology in the past two years. Often, these subdivided products will also exhibit higher premium prices.
Vacuum cleaner products are gradually subdivided into categories including hand-held, horizontal, micro, robotic, and eliminators. While satisfying the needs of different users' families, they continue to drive the growth of the market size. According to the data of Zhong Yikang, vacuum cleaners In the recent three years, the compound market's compound growth rate reached 89.0%. Among the vacuum cleaners, the fastest growing category was the handheld pusher products, of which Dyson became the most watched handheld vacuum cleaner brand.
For example, blender products have also been subdivided into mini-type, hand-held, and more high-end broken dishes. Among them, the multi-functionality of the broken-wall cooking machine has been gradually emerging in the market. Representatives of small household appliance leading brands also began to make efforts. Data show that the offline market of broken food machine is growing at a rate of 187.7%, and its market price even exceeds the average price of the blender market by 72.3%.
'Two children' fully open, maternal and child small appliances into the air
In addition, maternal and child small household electrical appliances have gradually become 'air outlets' in the past two years, drawing crowds.
Since the 'second birth' policy was opened in 2015, the maternal and child market has been hailed as a 'big cake of hundreds of millions of dollars'. Professionals expect that the results of the comprehensive second-child policy will be highlighted in 2017 and will appear once in 2017-2019. Small childbearing peak, which will directly increase the consumer demand for maternal and infant household appliances, the future maternal and child market will be a strategic strategic layout of home appliances.
From the perspective of specific product categories, the first-of-two-child policy stimulates the development of baby food supplements, nutritional porridge and other foods and food products. The demand for baby sterilization increases sterilization, health, cleansing, and freshness. Finally, mother and child related home appliance categories. Demand growth. From the public data analysis of VCInsights, the number of children aged 0-6 in China is expected to exceed 125 million by 2020. More than 80% of them will be children of '80s' parents, and '80s' can be one-sided. Understandably, “spokespeople” for quality consumption, their consumer perspectives will tend to look for specialized maternal and child products. Faced with such a huge population base, the future will make the field of maternal and child appliances become the 'new blue ocean' where many manufacturers compete. .
From the overall perspective of small household appliances, products are now more and more segmented and personalized. At the same time, the functional experience is more youthful, intelligent, and the categories are rich in almost all aspects of our lives. We believe that with the replacement of small home appliances Development, and the increasing number of family ownership, the future of high-quality small appliances will revitalize our family lifestyle and lead the way of life.