Improved consumer demand is urging the small appliance market
At the just-worried '618' e-commerce shopping festival, Wang Hao finally purchased a long-awaited sweeping robot. 'Every time I used to clean the hair off the floor was particularly troublesome, now the sweeping robot can suck hair. It's clean, it's under the bed, it's clean under the sofa. It's sweeping there, I can do something else.'
Recently, there have been a few consumers who purchased sweeping robots like Wang Hao. In the first 17 days of consumption data of Jingdong Electronics' '618' this year, sweeping robot sales were 300% of the same period of last year. The price of a brand reached the high end of 2,499 yuan. Sweeping robots sold more than 500,000 units a day.
Right now, consumers' desire and requirements for improving their quality of life are getting stronger. They mainly promote the quality of life label. Small household appliances that are dedicated to improving consumer demand also become more and more consumers because they meet the consumers' potential pain points. The new choice of the person. At the same time, some small home appliance manufacturers re-marketing, light research and development, serious product homogeneity, quality and other issues, but also restrict the development of small home appliances market growth.
Consumption upgrade, small appliances benefit
'The collection of good things that can help you quickly improve your sense of well-being' 'These high-profile small appliances, improve your quality of life' ... In Wang Wei's WeChat, I have collected a lot of articles to guide how to improve the quality of life, 'I It was because I read a recommendation article like this and decided to buy a sweeping robot.
Looking at the recommended articles for all kinds of small household appliances, it is not difficult to find that most articles have classified the selling points of small household electrical appliances into the category of 'improving the quality of daily life'. In recent years, consumer demand has become more personalized, and diversified consumption has become mainstream. More and more consumers are willing to spend money on products that can add to their daily lives. These products are usually not necessities, but they can provide users with higher quality services or life experiences.
'This bread machine is very simple to operate. The bread I make is also more suitable for family's tastes. ' After retiring, Mr. Zhang's favorite small household appliance is a bread machine. After he bought it, he was also pulled into a WeChat group by merchants. People who bought the same bread machine often shared bread making recipes in the WeChat group. Trying to make different kinds of bread also made him experience the baking fun.
In general, the main household electrical appliances that improve the quality of life are roughly divided into three categories: kitchen appliances, home appliances, and personal care appliances. The functional products that are subdivided into each category penetrate into every aspect of life. All kinds of consumer blitz.
According to the "2017 China Electronic Household Appliance Industry Report" released by GfK, a market consulting agency, earlier this year, consumers' pursuit of quality of life has been continuously improved in the domestic small home appliance market, and the appeal of healthy living environment to the public has driven the market forward. OK, in 2018, the small household appliances market will have a growth rate of nearly 10%.
According to data from Zhong Yi Kang Company, in 2017, the small household appliance market accounted for 7.6% of the overall home appliance market, which represented an increase of 16.7% year-on-year, leading the growth rate, and it contained huge market capacity.
According to the analysis, the domestic small home appliance market currently has the dual demands of popularity and renewal. Compared with mature markets such as Europe, the United States, and Japan, there is still a large gap between the average household appliances owned by small households and the market outlook is worth looking forward to. Related research report expects that In 2020, the total output of small home appliances will reach 1.068 billion units.
See who can find 'potential pain points'
'I often watch TV while sweeping the floor with a sweeping robot. After reading a variety show, the ground has also been cleaned. 'In the eyes of Wang Hao, one of the benefits of using a sweeping robot is to enjoy leisure time. Daily housework. In addition to sweeping robots, she often uses an electric cooker with a reservable function to pick up a bowl of Tremella lotus soup before going to bed. 'As long as you put materials in the pan before going to bed, set a good time. The next day I wake up and I can drink it.
Today, small home appliances such as sweeping robots and electric cookers that make household chores easier are especially popular among young consumers who have a faster pace of work but want to be relieved from tedious chores.
In addition to those products that can help consumers 'sloary', there is also a class of small household electrical appliances that lead a new way of life outside the daily lives of consumers and change their lifestyle.
For example, the personal care type of small household appliances represented by various types of beauty instruments is changing the habits of many 'Amizu' families. The 28-year-old Fan Yuki is using a beauty instrument that lifts and tightens the skin. Before the skin care only takes a few minutes, now spend at least half an hour on skin care with a beauty instrument'.
It is understood that the current price of hot-selling beauty instruments on the market is mostly in the thousands of dollars, even if the price is high, but more and more consumers are willing to 'pay for the US'. The data from Tmall shows that this year '618 During the period, the sales of beauty instruments increased by 8 times.
By combing a variety of small household electrical appliances, it can be found that whether it is a sweeping robot, a portable juicer or a beauty instrument, in fact, when companies research and develop small household electrical appliances, they try to find products that match the 'potential pain points' of consumers. Which company Being the first to find and solve the 'potential pain point' can also take the initiative in the market competition.
'Will the machine be quieter when it is running?' 'Can automatic dishwashers save more water?' 'Is a portable juicer easier to clean?' ... The experience from consumers is also pushing small appliances. Manufacturers are constantly upgrading and updating products.
'Small and beautiful' also needs 'special and refined'
Wang Hao once bought a yogurt machine to follow suit, but spent less than one month and left the machine idle. This phenomenon is not uncommon in the use of small household appliances. Some consumers said that the soya-bean milk machine, bread machine, and electric cake Kitchen appliances such as oysters can only bring 'three minutes of hotness' after purchase, and it is difficult to escape the fate of being thrown into the corner of a kitchen cabinet.
In fact, some small household electrical appliances 'Shantou' are larger than their actual utility, but failing to improve their quality of life but actually becoming a 'chicken' in their homes has also been criticized by many consumers.
According to industry insiders, the development of the small household appliances industry requires not only further intensive research and study of user needs, but also targeted product design adjustments, and more importantly, the increase in product value through the innovation of key technologies, such as upgrading the level of product intelligence.
In addition, many household electrical appliance companies have begun to follow suit because of their great potential in the small home appliance market. The phenomenon of product homogenization in the market is also more serious. Take the yogurt machine as an example to search for 'yogurt maker' on an e-commerce platform. The brand of home appliances of this category has reached nearly 100. Apart from the slightly different shape design, these products do not have much difference in function.
The fierce homogenization competition has also led many companies into the misunderstanding of 're-marketing, light research and development'. The incidents of small household electrical appliances have often occurred. On May 2, the official website of the Beijing Municipal Administration for Industry and Commerce announced circulation. In the area of small household electrical appliance quality inspections, 31 batches of samples failed. On May 31, the Changchun City Bureau of Industry and Commerce issued nine circulation quality monitoring tips. The sampling rate of small household appliances was 13.79%.
In addition, there are also consumers, because some small home appliances product replacement speed is very fast, once the product appears to use the problem is difficult to find in a short time fit parts, some small home appliances after sales maintenance has become the focus of consumer complaints. At the same time, some small and medium-sized home appliance companies are more dependent on online sales, and the lack of a complete after-sales service system is also a problem that the industry needs to solve urgently.