In the context of consumer upgrading, as the disposable income of the country increases, the middle class rises and the young consumer power expands. The consumer demand for quality of life grows. Correspondingly, consumer upgrading in the home appliance industry has started to increase rapidly since the last century. The hair dryer market that began to rise in the 1990s is also growing rapidly in the wave of consumer upgrade. According to GfK's retail monitoring data of hair dryer products, the market size of China's hair dryer reached RMB 4.1 billion in 2017, an increase of 71% over the same period of last year. .
Technological innovation continues to expand the market
Among the six categories of Meijian Electric Appliances, hair dryers belong to the category of hair care products consisting of a housing, a handle, an electric motor, a fan blade, an electric heating element, a wind shield, a switch, a power cord, etc. Its working principle. The rotor driven by the motor drives the fan blade to rotate. When the fan blade rotates, the air sucked from the air inlet passes through the heating element and is controlled by the switch and turns into hot air or cold air sent from the air outlet. Some hair dryers change the voltage of the external power supply. The stepless adjustment of air temperature and air volume is achieved by a combination of a set of heating wires and a small fan. When the power is turned on, the heating wire generates heat. The wind blown by the fan passes through the heating wire and becomes hot air.
The mainstream anion hair dryer currently on the market is mainly built with an anion generator and a semiconductor refrigeration device. The hair dryer generates negatively charged ion particles (generated by the negative ion generator) and water vapor particles (generated by the semiconductor refrigeration device during operation). ), Neutralizes the normal positive charge in the hair, smoothes hair, reduces the hairy feeling caused by static hair, and achieves a smoother, easier-to-comb hair care effect and a more ideal styling effect.
Compared with beauty appliances, cleansing devices, electric toothbrushes, red teeth, and other types of electric appliances, the market share of hair dryers is relatively high, but it is still a long way from other types of small household appliances. There is also a clear gap between the market penetration rate and the developed countries and regions. Li Yong, head of the Meijian project of Guangdong Xinbao Electric Co., Ltd., said that in Europe, America, Japan, and other countries, the average household size of small household appliances is 37, and the Chinese family It is generally in the single digits; even in big cities, it does not exceed 15 sets. 'The future, there will be a considerable amount of Meijian Electric to fill this gap. ' Visible, including the United States and the United States and a hair dryer hair protection in the Chinese market Has a large space for development and development potential.
The rise of the e-commerce platform 10 years ago drove the rapid growth of the hair dryer market, which in turn promoted the continued growth of the market with the maturation of ion technology. GfK data shows that both the offline market and the online market have products with ionic functionalities. Market share continued to rise, and retail sales accounted for 74% in 2017. This is mainly due to a new round of technological innovations. With innovative technology, innovative designs and products with high added value have accelerated the hair dryer market. The high-end upgrades. GfK data shows that retail sales of products over 400 yuan increased from 5% in 2011 to 35% in 2017, and the proportion of retail sales of products over 1,000 yuan has gone from '0' in 2011 to 29% breakthrough growth in 2017.
Chen Yiliang, Executive Director of Solis Asia (Asia) Co., Ltd., stated that in the context of consumer upgrading, China's hair dryer market has great potential. If the market can call for demand, the market size of 4.1 billion retail value, There are still many things to do.
What is the lack of good goods?
With the development of ion technology, there are also various so-called 'black technologies': Negative oxygen ions, negative ions, no radiation, water ions, hair dryers and other hair dryers with various features have emerged in an endless stream. A large number of domestic and foreign SMEs With the layout, the brand is a mixed bag. As of the end of 2017, Jingdong’s search results found that the number of domestic hair dryer brands reached 116. The international brands are mainly from Europe, the United States, Japan and South Korea, including Philips, Braun, Panasonic, Solis, Switzerland, Dyson, TESCOM, Sassoon and other brands, the domestic brands are Flying Branch, Superman, Pentium, Yueli, Oaks, etc., the new entry of Summer Technology through the millet name also began in early 2018 the hair dryer business layout.
"Now is not an era of good goods, but good products also interspersed with mixed products," Chen Yiliang told reporters, according to the results of many years of Solis's experiments show that the real effect of the hair, ranked first and far exceeded The negative ion in the second place. 'Because the static electricity must be opened after the hair is wiped off. After the wind and heat come in, it will quickly take away the moisture from the hair. At this time, the negative ions will quickly fill in the hair and close it. It is only able to lock the water, so that the negative ion and the nano-scale water can quickly penetrate into the hair, so that the effect of hair care and hair growth can be achieved. This is mainly determined by the concentration of negative ions. 'But he also said that there is no Which manufacturer or brand to identify their own negative ion concentration is just a matter of bragging about its strong negative ion technology. 'For consumers, it has no standard, so we can't judge what kind of negative ion is good and what is bad' .
In addition, the safety and practicability of the products, quality assurance, marketing service system and other issues are difficult to guarantee, and the current hair dryer industry does not have a complete after-sales service system, product homogeneity is serious, innovation ability is insufficient, industry competition is chaotic, price Chen Yiliang believes that the current domestic market lacks authoritative third-party institutions to regulate corporate behavior and tell consumers how to buy, 'such as hair dryer negative ions, tourmaline, or ultraviolet light, etc. How big is it? There is a substantial improvement in what level to achieve. Just because there is no standard now, everyone is singing their own play. 'He also thinks that this is the best thing for the China Household Electrical Appliances Association to do, 'because it is independent Third party, sufficiently objective and without any inclination. '
TESCOM's general agent in China, Bijie (Guangdong) Clean Technology Co., Ltd., the head of the integrated marketing department, also believes that the establishment of industry standards is very important, and expressed that he is looking forward to the June 28th China Household Electrical Appliances Association Meijian Electric Committee The establishment of 'We are very much looking forward to relevant standards and norms to constrain the market. Some small manufacturers are profit-seeking, and have no bottom line to infringe brand products and patents'. 'If a very complete standard system is established, it will be unified from the level of knowledge popularization. Education is also excellent for consumers.'
Ding Lingling, a small household appliance analyst at GfK, said that the highly developed online market has accelerated the growth of hair dryers. Due to the low barriers to entry in the online market, brands have been in the online market. Some domestic low-end brands have chosen ODM production models and then labelled them. As a result, some products have a high degree of similarity. These products tend to preempt sales by ultra-low unit price, which accelerates the penetration of the hair dryer market and slows down the overall market quality of the hair dryer.
'The current hair dryer market does not have the same national standards as other small household appliances, such as air purifier products.' Ding Lingling told reporters, but she believes that as the market continues to develop, consumers will also need to establish new standards. Continuously expanding, and at the present stage, hair dryer products are not limited to the definition in the traditional sense. They are in the stage of innovation. With the continuous upgrading of the hair dryer function, the establishment of new standards will further regulate and correct this market. The development is more robust, eliminating some of the products with potential safety hazards. 'For example, other personal care appliances, I believe we all know that there are products that have the concept of photorejuvenation, and here it relates to medical devices, so the formulation and implementation of standards are for the maintenance of consumers. Benefits and security are important. '
In the next few years, the competition in the small household appliance market in China will inevitably intensify. The Meijian (electric appliance) appliance industry, especially the hair dryer market, will become more and more fierce with the increase in the penetration rate and market size. China Household Electrical Appliances Association Chairman Jiang Feng said that the China Household Electrical Appliances Association established the Meijian (Electrical) Electrical Professional Committee to promote the industry while regulating the development of the industry and correctly guide the consumption of the market; on the other hand, it will establish sound and relevant industries according to different market demands. Standards, in order to promote the healthy and orderly development of the entire Meijian (protecting) electrical appliance industry. We are willing to believe that in the context of professional and unified industry standards, whether the company establishes brand values, adjusts the relationship between quality and profit, or preempts The technical competition in the high ground of the market will present a relatively fair and healthy competition.