The crowds are competing, the flowers are blooming, the development is misplaced, the initial stage...
On June 28th, at the China National Household Electrical Appliances Association Meijian Electrical Appliances Professional Committee (hereinafter referred to as 'Meijian (Zijian) Electrical Appliances Special Committee'), the establishment of the conference and industry development summit forum, the joy of business representatives is beyond words. In the first place, the establishment of the Meijian (Chi) Electrical Appliances Special Committee has brought a strong sense of belonging. Secondly, the development momentum of the Meijian (Chi) electrical appliance market is also exciting enough.
However, it is worth noting that the representatives of the enterprises are still in the midst of joy, and there is still a 'normal heart' between the speeches.
'This industry is currently in the stage of staking. It should be said that it is in the dark." Yao Jun, deputy general manager of Guangdong Xinbao Electric Co., Ltd. explained that the staking circle is a 'circle' segment, another One is the 'circle' consumer perception. Because the current industry standards and consumer perceptions are still relatively lacking, it is called 'running in the darkness'.
According to the "2018 Meijian (ji) Electric Appliance Industry Research Report" (hereinafter referred to as the "Report") released by the China Household Electrical Appliances Association, the retail sales of China's electric shavers, hair care appliances and electric toothbrushes in 2017 increased year-on-year. Reaching 24%, retail sales increased by 40% year-on-year. Among them, the sales of electric shavers increased by 21% year-on-year, and the retail sales of small appliances for hair care increased by 49% year-on-year. The performance of electric toothbrushes was more eye-catching, and the growth rate of retail sales was as high as 92%. %.
However, the explosive growth of the market did not hide the problems in the industry.
According to Si Mingming, an industry researcher at the China Household Electrical Appliances Association, the current penetration rate of Meijian (China) in the Chinese market is still very different from that in the US and Japan. For example, the penetration rate of electric toothbrushes in the Chinese market is only 5%, this number is only about one-eighth of the United States and Japan.
In terms of technical standards and quality, Meijian has a wide variety of products, diverse technologies and fast replacements. This has led to the lag and imperfection of domestic standards. For example, facial care appliances belong to the FDA in the United States. The US Food and Drug Administration has certified products, and China Meijian has not clearly distinguished the role of medical and cosmetic care and regulatory ownership.
Talent, experience, technical level to be broken
In fact, in addition to industry standards, market penetration is still to be broken. There is still a shortage of talents in the Meijian (small) electrical appliance industry, a weak investment in technology research and development, and a current situation in which the consumer experience needs to be improved.
'Talent is one of the important factors affecting and restricting the development of the industry,' said Chen Yiliang, executive director of Swiss Solis (China) Co., Ltd., the current industry lacks not only the talents for R&D, but also the talents of the brand and the talents of marketing. Management talents, etc.
An interesting episode is that during the meeting, there are representatives of enterprises: to make women's products such as Meijian (a care), most of the practitioners are male.
'Now the team recruits people not to dare to recruit boys, many boys are 'Xiaobai', the creative team of Meijian care industry should be female-oriented. 'Huer Information Technology (Shenzhen) Co., Ltd. founder Yu Xudong said Women are more aware of the needs of women and children. In the future, most of the health care industry may be the 'woman army'.
In addition to talents, the experience of Meijian (shelter) electrical products is also a hot topic discussed by business representatives.
'For example, some hairdressing products are not suitable for modeling. Many online photos or videos are very beautiful, but you can't do this after you buy them back. This kind of online way is not good for consumers. Dig a lot of pits. ' Yao Jun believes that Jingdong appliances encourage manufacturers to do offline experience, is a good way to reverse the minds of consumers.
Huang Jifang, the quality director of Shanghai Pentium Electric Co., Ltd. believes that in addition to the product verification and consumption experience, Meijian (self-protection) electrical enterprises also need to pay attention to the 'edge ball' in advertising, beware of exaggerating the publicity effect to consumers. Misunderstanding.
In addition, some insiders pointed out that due to the low barriers to entry of the standard missing industry, many 'unnamed' enterprises have weak R&D strength, and to a certain extent, they will produce the phenomenon of 'bad money driving out good money'. However, disorderly competition will weaken the backbone. Enterprises pay attention to technology research and development. Therefore, many companies call for the establishment of relevant standards as soon as possible to guide the industry on an orderly and healthy development track.
Delineate market segments and implement misplaced development
Due to the vast space for development, the Meijian (shelter) appliance market is expected to become another 100 billion blue ocean in the home appliance industry. However, even in the 'blue ocean', choosing the right deepwater 'waterway' can avoid the 'fishing' occur.
During the forum, the China Household Electrical Appliances Association defined the Meijian (kidang) electrical industry for the first time, and divided it into hair care (electric shaver and shaver) according to product use, hair care (hair dryer, hair clipper, Straight / curly hair), oral care (electric toothbrush and red teeth), facial care (cleansing instrument, steam face meter, face-lifting instrument, wrinkle remover and other beauty equipment), scalp care (protective comb and styling comb), nail care (Electric nail equipment) six categories.
'The current market for hair care razors and hair care hair dryers is very large. Many domestic factories, brand owners, digital 3C cross-borders and even entrepreneurs are entering. ' Chen Yiliang believes that the beauty salon electronics market space Very large, will attract more participants.
In the view of most business representatives, although the six categories are promising, the most promising areas for aesthetic and health needs are facial and oral care appliances. In oral care appliances, Children's electric toothbrush has the most development prospects.
'The electric toothbrush industry has to be shuffled. Some enterprises have already withdrawn. Nowadays, the amount of data for adult electric toothbrushes is very large, but the competition is also very fierce. It feels that the overall price is not as good as 2016. ' Yu Xudong said that the company will focus on it in the future. Children's electric toothbrush, it may be too late for a year or two.
Judging from the feedback from the company representatives, the industry knockout has already started when the electric toothbrush products have not been widely used. This shows that the seemingly energetic Meijian (single care) electrical industry has already appeared some 'old' The symptoms of premature failure require a guide to guide the healthy development of the industry.
Jiang Feng, chairman of the China Household Electrical Appliances Association, said that in order to promote the healthy development of the industry, the China Household Electrical Appliances Association decided to set up a special committee for the health care of the company. The special committee will focus on standardization related work, consumption guidance work, and industry data related. Work, etc., improve the standardization of the industry, correctly guide the consumption of the market, expand the influence of the industry, continuously promote the healthier, orderly and rapid development of the Meijian electrical industry, increase the market attention, and jointly enlarge the cake.