Zhouxiang Town in Cixi, Ningbo is only about 20 minutes drive from downtown Cixi. On Dongxiang Road, Zhouxiang Town, there are more than ten local small household electrical appliances companies, of which Zhejiang Yueli Electric Appliance Co., Ltd. is highly recognized. Thanks to the company's rich founder's resume.
Name of hair dryer foundry
Into the factory in Yueli, on a desk in an office area on the 5th floor of an office building, messy hair dryers, hair curlers and other products were placed. Among them, a Dyson hair dryer was a bit eye-catching.
When the name of the cooperating customer came out, it was still eye-catching for the manufacturing company that produces hair dryers, hair/curls, and other health care appliances. Cornell, which accounts for 1/3 of the US hair dryer market, European brands Babyliss, French brand SEB (Chinese name 赛博), Italy IMTEC, Japan TESCOM, Sassoon, Philips, Remington and other foreign brands are all monthly OEM customers.
Obviously, Yueli is very 'eatable' in the global market. 'Our production value reached 1.32 billion in 2017, and the total sales volume of the products is about 16 million units, 80% of which are export markets'. In the survey of China National Grid reporters, According to the relevant person in charge of the company, currently there are three major products in the company: beauty salons, including hair dryers, negative ion combs, straight/curls; nursing, including hair clippers, baby shears, shearing machines, worn skins Machine, face wash, electric toothbrush, etc.; and small household appliances, such as electric irons.
Among all the products, hair dryers are the largest category of monthly production, and are also the core products of the global OEM. The above-mentioned person in charge said that the sales volume is about 8 million to 9 million units, and this core product is 10-15 contributions for Yueli. The gross profit rate of the points, while the monthly sales volume of the second largest category straight/curler device is about 4 million units, the gross profit contribution of this category is relatively high, at 20~30 points.
In 2015, China State began to establish its own brand in the domestic sales market. Last year, the domestic sales market contributed more than 60 million output value to Yueli. According to the above-mentioned person in charge, Yueli, the domestic market, mainly relies on e-commerce channels, and has already settled in the platform. Including Jingdong Mall, Netease strict selection, Taobao new creation, Mi Jiayou, Yueli official mall.
China National Grid Reporter's search for Jingdong Mall page shows that the price range of the monthly hair dryers settled in Jingdong is 109 yuan to 299 yuan. Product features include negative ion thermostat hair care, smart sensors, smart touch screens, etc. / Curler, product pricing range is between 129 yuan and 189 yuan. If you calculate the monthly total output value and total sales in 2017, the company's overall product unit price is about 82 yuan.
Dyson Invasion
It should be said that 2016 is a memorable year in the history of hair dryers. In this year, a British company called Dyson launched a series of hot items - Black Technology Hair Dryer Supersonic, its subversive technology. And the design, and the product price of about 3,000 yuan shocked all the industry, but also unexpectedly, this company was originally known as a vacuum cleaner.
Once the Dyson hair dryer was launched, it quickly occupied the commanding heights of the high-end hair dryer market. Taking the Japanese market as an example, the first generation of Dyson's Supersonic launched a year to change the pattern of the Japanese high-end hair dryer market, even though the price reached 3,000 yuan. Still occupying nearly 10% of the market share, a year later, Dyson will launch a second-generation Supersonic hair dryer in Japan, which will threaten local companies such as Panasonic.
It is reported that Panasonic's hair dryer ranks first in Japan, but its high-end products are priced at 1.5-2 million yen (about 975-1200 yuan), and the difference from Dyson's pricing is very obvious. Dyson Relying on high profits poses a threat to Panasonic and other Japanese brands.
In the Chinese market, influenced by Dyson, the price of hair dryer products began to undergo a historic turn. According to GfK data, the proportion of retail sales of products over RMB 400 and product retail sales of over RMB 1,000 was almost the same time around 2016. The change, before that, the retail sales of the two types of prices accounted for a very low proportion, and by 2017, retail sales of more than 400 yuan products accounted for 35.2%, more than 1,000 yuan retail sales accounted for 29.4%.
Obviously, most manufacturers of hair dryers have started to push up the price of products by introducing additional new features. Some companies have also started to study and learn Dyson, which includes monthly payments. 'It is indeed a subversion of the entire hair dryer industry.' The person in charge said frankly.
According to the China National Grid reporter, the Dyson hair dryer is characterized by large air volume and quietness, and its subversive technology lies in the motor fan blade (also called motor). Unlike the traditional hair dryer, the motor fan blade is designed on the hair dryer head. Dyson is hidden in the handle and extends to the entire design. It is completely different from the traditional hair dryer. The core difference is: Dyson's motor blades are integrated and machined. , And the traditional product motor fan is mainly injection molding, in terms of precision, the former higher level.
After Dyson's hair dryer blew over the entire industry, some companies began to imitate the appearance of Dyson, such as the creation of a star hair dryer, Yong-day hair dryer and so on.
Although the appearance can be achieved, but the motor, control lines and other still can not be done Dyson's level, the above-mentioned person in charge that the current legislation that domestic companies in the hair dryer technology to achieve the level of Dyson still have some bottlenecks of.
Where is the difference?
The domestic R&D investment in the domestic hair dryer industry is still very weak. There are few companies that can carry out technological revolutions. The above-mentioned person in charge broke the industry's pain.
Another home appliance manufacturer disclosed to the China State Grid Reporter that Dyson's launch of this Supersonic product took almost a decade to do research and development.
Turning over Dyson's public presentations, you will find that this company has a lot of focus on technology research and development. Dyson has accumulated a wealth of expertise in the field of solid-state battery technology and electric motors, and has been Successfully applied to dustless bag vacuum cleaners, leafless fans and air purifiers and other products. There are also very rich experience in fluid mechanics research and product conversion capabilities.
Dyson’s technical focus and commitment completely captured the spirit of founder James Dyson. James Dyson was hailed by the British media as 'kingdom of British design'. He was Richard of the Virgin Group. Outside Branson, the most respected British, innovative entrepreneurs.
Dyson's product line is not long, its vacuum cleaners and hair dryers, based on deep technical research and development and innovation support, ultimately rely on a few products continue to occupy the market commanding heights.
According to the reporter's research, many domestic hair dryer companies have a very long product line. Even if there is a small change in appearance, once the project is launched, the product will be launched. The product variety is as many as several hundred, and the production of small batches is particularly large. The advantage of the practice is the comprehensive coverage of the market, but the problem is that there are too many tricks, the efficiency of production and R&D of the enterprise is not going up, and it is not a major or a fist-type product in the market, and there are few explosions and classic products.
We are not trying to upend others' ambitions to extinguish our awe-inspiring power. Although the manufacturing capabilities of Chinese hair dryer companies are favored by foreign brands, the vicious competition in low-price competition in this industry is outstanding. According to investigation by reporters, there is a long-term existence of small factories in the hair dryer industry. Enterprises, these companies produce tens of thousands of units a year, and their output value is between millions and tens of millions. Their typical feature is that products do not have 3C certification, but they survive the low-price competition and survive in the market, squeezing profits from the industry. .
The overall product quality and grade of the hair dryer industry cannot meet the new demands of consumption upgrading and quality life pursuit. The industry needs higher product technology direction to be guided, and industry standards need to be established as soon as possible to regulate competition. We have the honor to see that the China Household Electrical Appliances Association has just announced The establishment of the Meijian Electric Professional Committee, while absorbing a number of outstanding companies in the industry to become members of the special committee, the next special committee will work to strengthen consumer education, develop industry standards, and improve industry standards and self-discipline.
In the future, will there be another Dyson in our hair dryer industry?