With the improvement of China's urbanization level and improvement of living standards of residents in recent years, coupled with consumers' constant pursuit of enjoying life and quality of life, under the auspices of the 'value economy', Meijian (protecting) electric appliances industry has shown rapid growth. Regarding the assertion of Meijian (King) electrical appliances, Jiang Feng, chairman of the China Household Electrical Appliances Association, said that this has the legacy of passing on past traditions. 'In combination with new product upgrades, we hope that it will become 'Meijian', which reflects both One thing also reflects its fashion and technology as an emerging industry.
According to a recent survey conducted by the State Grid Corporation of China, it has been learned that current facial care and oral care products (such as beauty instruments, cleansing devices, electric toothbrushes, red teeth, etc.) products are in the formation or introduction phase, and the market growth rate is high. Faster, but technically uncertain, corporate barriers to entry are low; hair management and hair care (such as electric razors, hair dryers, etc.) products are in growth, high market growth, demand growth Faster, technology tends to be stable, user characteristics are clearer, and barriers to entry are raised.
Industry growth is obvious
After 40 years of reform and opening up, China’s per capita GDP has reached US$ 8000. The economic structure has accelerated the transformation of the economic growth model driven by consumption, and has driven the rapid growth of Meijian’s electrical consumption. According to statistics, the sales volume of China Meijian Electric in 2016 Compared with 2011, the average annual compound growth rate is about 5.5% on average; the average annual compound annual growth rate compared to 2011 is about 10.8%.
The rapid development of the industry has created a wide variety of Meijian electrical products on the market. The reporter learned from the China Household Electrical Appliances Association that according to the different uses of the products, the Meijian Electric Professional Committee to be established will divide it into six categories: Hair Care ( Electric shavers and shavers), Hair care (hair dryers, hair clippers, straight/curlers), Oral care (electric toothbrushes and red teeth cleaners), Facial care (cleansing devices, steam facials, face instruments, Beauty equipment such as wrinkle remover, scalp care (hair comb and styling comb), nail care (electric manicure tool).
Compared with other types of small household appliances, Meijian Electric has a relatively short development time in the Chinese market, and its product retention is still significantly different from that of developed countries and regions. The data shows that in 2016, Meijian Electric was owned by every 100 households in China. 30 units, 354 units/100 units in the United States, 126 units/100 units in Japan, 164 units/hundred in Hong Kong, and 128 units/100 units in Taiwan. From the breakdown of products, electric razors, hair dryers, electric toothbrushes, facial cleansing The possession or penetration rate of the instrument is not as high as that of developed countries and regions. Taking the electric toothbrush as an example, in the recent visit survey conducted by China National Grid, relevant companies have stated that the current penetration rate of electric toothbrushes in China is less than 10%. , Meijian Electric has a great potential for development and development in the Chinese market.
At the same time, the development prospect of Meijian Electric has always been favored by the industry, coupled with the current low concentration of the industry, product variety, large profit margins but relatively low barriers to entry, attracting a large number of domestic and foreign SMEs to enter, according to Jingdong data As of the end of 2017, JD.com’s search results revealed that the number of electric shavers, electric hair clippers, and straight hair curlers was over 50. Hair dryers, electric toothbrushes, facial cleansing devices, and electric manicures all had three digits. , Electric manicure tool up to 442.
Industry sources disclosed to China National Grid that although Meijian Electric's products are small in size, the technical content in them is quite varied, and the added value of features, appearance, molds, and packaging are also very high. These characteristics determine many new styles of beauty. The premium space for health products is very large, and the profit rate of the entire industry is extremely high. It is not surprising that a large number of companies are pouring in and out. However, the mixed presence of the brand and the products are uneven, making the current health industry Faced with many problems and challenges.
Difficult breakthroughs in the mid-to-high-end technological level Lack of standardization and quality assurance
In September 2016, the “Consumer Product Standards and Quality Improvement Plan (2016-2020)” issued by the State Council has explicitly proposed to enhance the appearance and functional design level of electric razors and other products. However, in terms of the overall Meijian Electric industry, In terms of technical environment, most of its products’ technological patents have long been monopolized by foreign brands and the industry’s patent barriers are strong. Although domestic companies have achieved a breakthrough through low-end technological innovation and cost innovation to bypass technical barriers, they also have a few areas. Independent intellectual property rights, but there are no major breakthroughs in the mid-to-high-end areas, technological dependence is still strong, and patent disputes such as product appearance and functional design are also occurring from time to time.
In terms of standards, due to the wide range of products, technologies, and speed of replacement, Meijian Electric has lagging standards and incompleteness. Some devices, especially facial products, have no corresponding special requirements. The functional definition of the product is unclear, and there are no clear criteria for functional results. For example, for health and safety issues, the US Food and Drug Administration requires that FDA accredited products be sold on the market. However, the management of such products in the country is still not standardized. Some small and medium-sized enterprises that have caused opportunism have shoddy their products and attempted to use the so-called 'better-than-expensive' prices to fish in trouble in the industry; some of the foreign-funded enterprises that have become large-scale have advertised their own products with perfect functions and sound standards. Influence and high premium ability to monopolize the market.
In terms of quality, the safety standards of Meijian Electrical Appliances have not been relatively strictly defined, so that the quality of products cannot be further protected. Enterprises are even talking about their own 'king-style selling melons'. It is understood that only hairdressing is currently available. Treatments, facials, and scalp care skin and hair care appliances are listed in the national 'CCC' certification directory. However, according to AQSIQ's sampling data on skin and hair care appliances, the 2015, 2016 and 2017 spot checks are not The qualification rates were 17.8%, 12.2% and 11.8%, respectively. The unqualified projects mainly involved input power and current, power connection and external cords, continuous harassment power, continuous disturbance voltage, etc. In summary, the start was relatively late. Health and electrical appliances industry has not completely shaken off the small, scattered, chaotic, homogenized products, low price transparency, brand cottage, standard lag and lack, regulatory non-standard phenomenon is still serious.
Meijian Electric's special committee came into being to promote the healthy development of the industry
The industry needs standards. In the recent visits and investigations by the State Grid Corporation of China, all Meijian Electric companies have conveyed this view and urgent demand, and called for professional and authoritative industry standards to be implemented as soon as possible. Project Manager of Guangdong Xinbao Electric Co., Ltd. Li Zhai said that at the current stage when standards are missing and the industry is in a state of chaos, bad coins will drive out good coins, and consumer safety and health will be difficult to safeguard. She hopes that this standard can be as much as possible while she calls for the introduction of industry standards as soon as possible. Detailed, and professional enough.
Chen Yiliang, executive director of Swiss Solis (China) Co., Ltd., also stated that the domestic Meijian (electrical protection) appliance market lacks an authoritative third party agency to regulate corporate behavior and tell consumers how to purchase it, 'such as the negative ion of hair dryer, electrical How does anything, such as stone, or ultraviolet light, help the hair? What level of improvement is required to achieve substantial improvement. Because there is no standard, everyone is singing their own play. 'He also thinks about it. China Household Electrical Appliances Association is best suited to do it, 'because it is an independent third party, objective enough and without any tendency.'
According to Shen Xun, head of the integrated marketing department of Bijie (Guangdong) Cleansing Technology Co., Ltd., consumers do not understand the beauty of the beauty products. 'They will be troubled by how to use the beauty equipment properly and what kind of product is it? It's good, if the skin becomes better, whether it will deteriorate again, whether the product has dependency, etc. All of these need to be educated and guided, but insistent sex education requires a great deal of effort, and he is very much looking forward to it. The establishment of the U.S. (King) Electric Appliances Professional Committee, 'If you have established a complete system, the unified education for this forum is excellent for consumers.'
On June 28th, 2018, the China Household Electrical Appliances Association Meijian (Electronic) Electrical Professional Committee will be formally established. The industry will be given new concepts and a clear functional positioning. Then Jingdong Home Appliances will also participate as a strategic partner. , The two sides will work together to strengthen consumer education in the future, organize linkage promotions, formulate industry standards, and improve the industry's self-discipline, etc. Jiang Feng said that as a new industry, there are various types of Meijian (electric appliances) in the current stage. Chaos: The concept is chaotic. There are many categories and many people enter the company. This makes the brand or product in the market a mixed bag. The China Household Electrical Appliances Association established the Meijian (Electronics) Electrical Professional Committee to promote publicity on the one hand. Industry, at the same time regulate the development of the industry, correctly guide the market consumption; on the other hand, we will establish and improve relevant industry standards according to different market demands, so as to promote the healthy and orderly development of the entire Meijian (protecting) electrical appliance industry.