Today, as the pace of consumer upgrades accelerates, consumer electronics consumption trends have undergone new changes. Consumers are more willing to pay for products with efficient multi-scene coverage; pay for products with strong human-computer interaction capabilities; green life in the home space Paying; paying for aesthetics of life; paying for customized products. Consumer demand for home appliances has become more diversified from simple functional appeals.
Recently, Alimama’s user research team released “Hardware Technology and Soft Marketing in the Era of Experience Economy – Consumer Insights and Marketing Implications in the Household Appliance Industry”. This report is based on Ali Big Data and interprets consumer behavior in the home appliance industry in the past three years. The five major consumer trends in the home appliance industry: Consumers are willing to pay for products with high-performance multi-scene coverage; pay for products with strong human-computer interaction capabilities; pay for green living in home space; pay for aesthetics in life; Pay for the product.
On Tmall, the flagship store in the United States sells a dishwasher with a price of 2,999 yuan for more than 1,000 units in a single month, and the millet sweeping robot selling for 1,699 yuan has sold over 10,000 yuan a month. These buying behaviors and experiences of consumers have already formed. New trends in home appliance consumption: Home appliances are becoming smarter and more efficient. In terms of consumption, people want to break the burden of household chores and are willing to spend money on time. For example, data show that dishwashers have a growth rate of up to 94. %, dryers increased by 66%, instant heating water heaters also increased by up to 55%.
The emergence of 'one machine' has become another major feature. A product has a variety of functions. For example, the growth of the 'sliding and brushing machine' and the 'washing and drying machine' have all increased by about 20%; the clean-free automation will allow household appliances to bathe themselves. Satisfying the functional appeal of 'air-conditioning-free-wash-and-wash-out' alone resulted in a nearly four-fold growth.
The development of artificial intelligence has entered the preparation period of 'All Things Connect' today. Wi-Fi, smart, and AI have all become the key words for home appliances. Among them, Wi-Fi refrigerators have grown nearly 10 times. In addition, AI smart speakers, full house The high growth of intelligent systems embodies the trend of 'making machines more understandable' and interactive experiences more dynamic.
In the past two years, around the appeal for food, drinking water, clothes, air and oral hygiene, many subcategories of emerging electrical appliances have been awakened. For example, new air systems, tooth whitening instruments, water purifiers and other new products all have varying degrees of growth. In addition to the washing machine's growth of 8 times, the cross-hatch refrigerator is showing an increase of more than 95%. In addition to the function, 'high value' has also become the core element of consumer selection of home appliances, curved, ultra-thin, embedded, integrated The consumer demand for the product's face value is even more prominent. Whether it is the beauty of a single product or the harmony of the entire home space, home appliance consumption is not satisfied with the functional appeal, but is part of the visual effect of the overall home space, pursuing aesthetic personality and Identifying identities. Portable, mini-appropriate gadgets for one person are more adaptable to the lives of young people, and they also have great potential for growth. For example, the growth rate of mini-washing machines is about 200%, and the growth rate of yogurt machines for one person is up to 600%. the above.
According to Dong Benhong, CEO of Alibaba Group CMO and Alibaba's mother, the traffic trend in the home appliance industry is moving from 'traffic operation' to 'people portrait operation', and brand owners need to fully understand potential consumer behavior habits before they can seize the opportunity in marketing war. For example, consumer demand for home appliances has become more diversified from simple functional appeals. 'What consumers expect is not only a safe and worry-free home appliance solution, but also hopes to have an ideal quality of life. And family atmosphere. If household appliances companies do not have enough insight into consumer needs, they will not be able to seize the right marketing opportunities to impress target consumers.' Dong Benhong said.
According to different groups of people, there are also significant differences in marketing methods. Ali Big Data analysis finds that consumer groups in the home appliance industry have six types of features: 'hard power', 'magical hearts', 'magical geeks', 'fan culture' and 'optimistic' and ' Parenting Classics '. For example, household appliance consumers like variety show types, the most prominent being the type of adventure; browsing information also favors horror and suspense, travel and other content, highlighting the desire to explore adventure and the "Qi Qixin." Appliance brand When communicating with the audience, this type of person's preferences can be incorporated as an element into the core elements of brand communication or implanted content, thereby inspiring consumers' desire to purchase.