On Shen Xun’s desk, a wall full of photos, a sweltering sunrise, a hustle and bustle of clouds, a warm day-to-day, lively smile, recorded the life track of this young man. As a digital enthusiast, He spent a lot of money on digital equipment, Jackets, etc., but he is not tired. He believes that 'Seize the moment has become a common understanding of a new generation of consumer groups, with the decline in the proportion of Engel's coefficient in demand for basic materials such as food and clothing. Chinese people have 'free money' to pursue high-dimensional experiences such as travel, health and psychological escalation, and to achieve physical and mental satisfaction. This era can also provide us with the best things. The buyer and seller's markets are at the best of times.'
As if confirming his claims, the Tencent video client was opened, advertisements for mid-to-high end Japanese products, such as 'Estee Lauder' and 'The Mystery of the Sea Blue', were replaced by advertisements for cheap products such as 'The Flower Show' and 'L'Oréal'. More and more close to the working class life.
As with the daily chemical products, we also welcome the structural upgrade.
Meijian Electric Fermentation 'big cake'
Shen Xun, head of the integrated marketing department of Bijie (Guangdong) Clean Technology Co., Ltd., who once worked for a well-known integrated household appliance company in China, recalls, 'A few years ago, my old club cut off the hair dryer production line. The industry is completely the Red Sea market. Unexpectedly, Dyson now sells the hair dryer to 3,000 yuan, which leads the industry's high customer unit price, so that everyone realizes that the hair dryer can have other implementations in addition to the basic functions of 'drying'. It is not an exaggeration to say that Panasonic, Tescom, Philips and other high-end brands have benefited from it. 'As the distributor of Yameng, Tescom and Jiebi China, during the 'Shuang 11' period in 2017, Bijie Technology was Sales of beauty appliances, hair dryers, and red teeth dropped by 10 million yuan. 'We had a total revenue of more than 100 million yuan in 2017. Let us have confidence in the future of China's health care market.'
Coincidentally, Chen Yiliang, executive director of Solis Asia (Asia) Co., Ltd., is also very interested in China's high-end hair dryer market. 'Solis is targeted at high-income groups aged 25-45, with a price range of RMB 399-1999. At present, 80% of our revenue comes from hairdressing products. In 2017, we only had retail sales of more than 60 million yuan. This is the ex-factory price of the supplying dealers. If converted to terminal retail pricing, the figures will Greatly improved. '
'In 2017, the retail sales of hair dryer alone in the Chinese market was 4.1 billion yuan, of which high-end and affordable products were basically 'opened on the 28th',' said Chen Yiliang. 'From the data we have, Jingdong's 2015 The average price of a hair dryer is 80 yuan. In the past two years, Jingdong has been pushing for consumer upgrades, and the average unit price has risen. Even if only 20% of the 'head product' is grasped, it is enough to be accurate as long as the positioning is accurate enough. Survived. '
In recent years, there is still another type of health care products - oral care appliances - also in the ascendant. Li Xin, head of Xinbao Electrical Appliances Meijian Project, disclosed that in 2017, only sales of electric toothbrush items in the country will reach RMB 4.5 billion, a year-on-year increase of 150%. '
Before 2012, the electric toothbrush was still a blank market. At that time, only domestic high-end shopping centers could buy it. Starting from this market in 2012, it will reach 1 billion yuan by 2015, and will not include exports by 2017. The domestic market reached 4.5 billion yuan, and its magnitude growth is very alarming. 'Li Hao sighed, 'Before 2015, only Amazon classified electric toothbrushes into 'Personal Care'; at home, Jingdong, Taobao will In the category of 'small household appliances - other', there is no clear division. There is finally a clear classification of 'oral care', 'skin care', 'hair care' etc. '
In addition, the 'skincare' category of electrical appliances emerged in 2017. The figure of Yao Jun, the head of Xinwei's exclusive agency brand, the Vivilan project, was 'a YoY increase of 887%'. He believes that if the hair care, skin care, oral, etc. Taken together, 'the breakthrough in the scale of 100 billion is undoubtedly determined, and this is just a beginning.'
Shen Xun said: 'There is a network segment, a woman> a child> a dog> a man. In the field of health protection, more than half of the products are aimed at women consumers. With the rise of the beauty instrument market, Tmall will be able to Category from the Tmall Electric City into the Beauty Channel. In fact, the beauty is the most important part of marketing, the platform is to foresee the outbreak of Meijian Electric, before making this decision.
Li Yong believes that in addition to rapid growth, Meijian Electric has other attributes, such as 'a family can have one or more products. In Europe and America and other countries, the average household size of small household appliances 37, while the Chinese family In the single digits; even in large cities, no more than 15 units. In the future, there will be a considerable number of Meijian Electric to fill this gap. In addition, such as electric toothbrush head and other consumables, formed an endless industrial development space.
The cake is delicious.
The take-off of the United States, the health care industry has brought new opportunities, but the lack of industry standards and specifications has also caused the industry's brands to be mixed, and mud sands are down.
Shen Xun mentioned a trust crisis that his agent's Yameng brand encountered. 'Last year, a consumer' @ Yameng official flagship store ' Guan Wei, mentioned that its beauty equipment bought by Japan has burned her skin. We stepped in and it was detected by a third-party agency. This is a counterfeit product that hurts both our brand and consumers. To be honest, we are very We are looking forward to relevant standards and regulations to restrict the market. Some small companies are mercenary and infringe on the brand's products and patents without a bottom line. The product will be opened and demolished, and the imitation system will be used for internal technology.
Negative ions, light waves, radio frequency... In the health care products, many terms are only fuzzy concepts for consumers.
Li Wei told the National Grid of China that these technologies are usually transferred from the medical industry to the US-based industry. For example, the RF technology of the Skin Importer was developed through the use of electroosmosis to introduce drugs into the skin. The power will be reduced, and the medical treatment will be effective on one or two occasions. The effective period of household products will be extended to more than one month, which can prevent the technology from being abused and causing harm to the human body.'
Jingdong Mall LG skin love LED red radio frequency Electric mask meter
Actually, at present domestic Meijian Electric has not clearly differentiated the role of medical treatment and beauty, it can only be controlled and verified by the enterprise. If it is only the toothbrush that causes physical injuries, it is still easy to handle. If it is a beauty instrument, especially laser, The use of technologies such as radio frequency and light waves to output energy to the human body may cause skin burns and damage to the eyes. Therefore, in Europe, America, Japan and other places, these products should be regulated by the Food and Drug Administration.
Li Wei also mentioned that 'using electric toothbrush production as an example, the formal production workshop should be dust-free. To this end, Xinbao specifically built a dust-free production line, and only the plastic floor cost tens of millions of yuan. Workers must Wearing headgear and shoe covers all the time, it cannot be guaranteed that it will reach the hygienic standard. In some small factories, workers pedal dust and produce toothbrushes with sweat. If the user sees this scene, no one dares to put the toothbrush in his mouth. . '
Chen Yiliang revealed that the most ridiculous technique I've ever seen was that some manufacturers installed a blue light on the hair dryer, claiming that as long as the light is on, the anion function is turned on. In fact, if the stone is blown with hot air, it can produce negative ions, but To achieve hair care effectiveness must be high concentrations of negative ions, and currently on the market anion hair dryer dare to label the ion concentration is very small.
Yao Jun believes that due to the lack of corresponding standards and specifications, the United States and China's health care products are 'very deep,' and the only way for consumers to cope is to strengthen learning, look for products of regular companies and brands, and not to covet small money. After a big loss, the difference between Meijian Electric's price ranges from tens of yuan to a few thousand yuan. This has caused consumer confusion. Some people do not understand the difference between non-brand products and branded products. Take a simple example and apply it to electric toothbrushes. The cost difference between the high-performance lithium battery and the ordinary nickel-metal hydride battery is about 7 times. The high-performance battery not only has strong durability and long life, but also provides enough power to support the high-frequency vibration of the toothbrush. In addition, including the motor, the vibration wing Tablets, toothbrush heads, and shell materials, even if there are no industry standards, there is a corporate standard that does not allow you to cut corners. In addition to physical costs, there are research and development costs, arguments, patent costs, and brand premiums. Politely speaking, the span of a technology from R&D to demonstration to practical application may be several years or even decades.
Taking Jiebi's red teeth products as an example, we cooperated with the University of Southern California and the Harvard Medical School. We have the Linchuan report and the medical device standards. Domestic manufacturers also have involved this product, but they often have a bad grasp of water flow. The timing of the regulation and pulse, which is the product of years of research and experience, can not be copied, ' Shen Xun Road.
For formal brands, it is the common wish of all countries to establish a corresponding national standard and standard system as soon as possible. Li Wei said, 'The standard is a bottom line, and it can effectively shield the 'fish head' from filling up and maintain the healthy and stable progress of this industry.'
It is reported that on June 28, 2018, the China Household Electrical Appliances Association proposed to establish a professional committee of Meijian Electrical Appliances. This special committee is committed to uniting Meijian Health Care Industry's regular brands and build a standard and standard protective net. It is a growing beauty. The electrical industry is escorting. At the same time, the special committee will also work closely with platform providers such as JD.com to jointly strengthen consumer education and increase industry self-discipline.
Online profit offline experience
Given the special attributes of Meijian Electric Appliances, its channel operations are very different from traditional home appliances. Overall, Meijian Electric has weak offline earnings and experience; Online profitability is strong, and various new marketing methods are continuously updated. status.
Shen Xun introduced, 'Currently, we have Tamagot, Jingdong's official flagship stores with Yameng, Tescom and Jiebi, which have undertaken most of the retail shipments. In 2017 'Shuang 11', Yameng and Jie Bi were ranked separately. Tmall's beauty equipment and tooth cleaners ranked first in sales, and Tescom ranked third in sales of hair dryers. While offline, we have already opened dozens of direct-operated stores and selected high-end shopping centers that are basically located in cities, such as Lufthansa. SKP, K11, etc. To be honest, the offline is not profitable, mainly to increase the direct contact experience between consumers and products.
Swiss Solis and Sinbo Gelivan also focused on online sales, among which, Gelivan accounted for 90% of online sales. Solis has set up counters online, and cooperates with high-end hotels, hair salons, etc., Chen Yiliang pointed out that 'Our strategy is 'where does the passengers go, where do we go'. In 2015, the first offline counter was opened at Liangmaqiao Lufthansa Shopping Mall in Beijing. In the future, it will also cover high-end department stores, shopping malls and boutiques, appliance chains, etc. In addition, we have team-level cooperation with Grand Hyatt, Swiss Hotel Group, and have entered into more than 1,400 rooms of Atlantis Hotel in Sanya; meanwhile, Solis is also actively resident in hair salons and other institutions. For Leith, the main role of product experience is offline, and online is the main battlefield for retail.
'Solis does not make hair curlers because we have found that few individual users can use a hair curler to make a hairstyle. The product is not suitable for you. It is only known after the experience. This is also why we don’t make money but do The original intention of offline. The channel will ultimately serve the product, isn't it?'