Xiao Wu, a classmate, recently took a 'grass' vacuum cleaner. As a new house buyer, she explained her own problem. 'We bought a wedding room in Yanjiao. Since both husband and wife are working in the central area of Beijing, the time to return to the new house is basically at the weekend. However, the air quality in the northern region is relatively poor. Every time you go home, the room is covered with dust. From the window sill to the floor, from the countertop to the corner, the leisure weekend becomes a 'cleaning' of the room. After a lot of comparisons, she ordered the vacuum cleaner for the puppy appliance from the Internet. In her words, 'the product performance is good, the price is fair, and the follow-up service is done well. For the people who are pursuing practicality, , is the best. '
West wind east vacuum cleaner ushers in the golden age
With the penetration of Western-style lifestyles, more and more Chinese consumers have accepted new home appliances such as vacuum cleaners, dishwashers, and electric toothbrushes, and the trend of consumption upgrades has also extended from the 'high-end' crowd to the general public.
Zhongyikang data shows that since 2015, the domestic vacuum cleaner market has experienced explosive growth, with a year-on-year increase of more than 90%. Since 2016, various brands have been strengthened, including hand-held putter vacuum cleaners, vertical vacuum cleaners, robot vacuum cleaners, etc. The new products are quickly iterative. As of the end of 2017, the number of households of vacuum cleaners in China has reached 12%, from the introduction period to the growth period. However, compared with the penetration rate of nearly 100% in developed countries, the domestic vacuum cleaner market still has great development. space.
From January to April 2018, the domestic market vacuum cleaner retail sales reached 1.56 billion yuan, an increase of 42.6%; while entering the 6.18 big promotion period, the vacuum cleaner market was activated instantly, from May 28 to June 24, four weeks The cumulative retail sales of vacuum cleaners reached 1.45 billion yuan, up 48.6% year-on-year, and the average purchase price rose by 19.1%. The increase was considerable. Due to the small appliance properties of vacuum cleaners, it has the advantages of simple installation and relatively low distribution cost. The development momentum is obviously better than the offline. According to the data, in 2015, 2016 and 2017, the sales volume of vacuum cleaners in China was 9.58 million units, 14.26 million units and 17.94 million units respectively, of which the e-commerce retail sales accounted for 7.16 million units respectively. With 12.3 million units and 15.68 million units, the proportion of online shipments has been upgraded from 74.8% to 87.4%, showing an overwhelming advantage to the offline market. It is a good thing for dog electronics that are born out of the Internet gene. For brands such as Lake Electric, which once focused on offline, they have to strive for transformation. In recent years, they have paid more attention to the importance of e-commerce.
According to Hang Seng Securities Research, the domestic vacuum cleaner industry has entered a period of rapid popularization, and it is expected that the compound growth rate will reach 23% in the next five years. If the vacuum cleaner in the narrow sense is added, plus the sweeping robot and the mites, this growth will be The rate can also be improved. In fact, the growth value of the vacuum cleaner market has been concerned by many companies. For example, in 2017, Midea Group separated the vacuum cleaner and other businesses from the original life electrical division, and set up the Clean Electrical Division. Opening up the domestic and international vacuum cleaner market; Similarly, in 2017, Jiuyang acquired 51% of the US vacuum cleaner brand Shark China, and in addition to kitchen appliances, it broke into the field of cleaning appliances. At AWE2018, including Lake, puppy Household appliances such as Bosch, Sharp, LG, Samsung, Haier, etc. have also taken care of the vacuum cleaner manufacturers, such as Bosch Vacuum cleaner products are pushed to the front desk.
In addition, in the product category, subdivided consumer demand has promoted the emergence of vacuum cleaner innovations, such as horizontal, barrel, truck-mounted, portable, vertical, sputum and various commercial products, a dazzling array of products.
Take the barrel type product as an example. In the past, this category was mainly used in large business places such as hotels and shopping malls. The features are bulky, wet and dry, and the noise filtering effect is general. With the popularity of private cars, the proportion of household hardcover Increased, barrel vacuum cleaners are both wet and dry, and the large capacity is also favored by household consumers. Taking puppy appliances as an example, with the volume improvement, filter lift, noise reduction and other innovations made on the barrel vacuum cleaner, the maintenance has been maintained. The sales and sales volume of the barrel vacuum cleaner are the first, which has gradually evoked the Chinese consumers' enthusiasm for the barrel vacuum cleaner.
Break through in the competition
In the increasingly fierce market competition, the rise of the dog industry in the Internet field, maintaining its own unique. As the leading domestic clean electrical appliance brand, Puppy Appliances achieved revenue of 696 million yuan in 2017, an increase of 34.87%; The profit was 49.26 million yuan, a year-on-year increase of 50.34%. In fact, since 2014, the size of the puppy electrical appliance has basically doubled, and in 2016 the net profit has experienced a double increase of 362 from 2015. Ten thousand yuan, soared to 36.76 million yuan in 2016, which is not unrelated to the change of puppy electric appliance marketing strategy. In 2016, Puppies Electric began to increase marketing offensive in the whole network, such as hiring spokespersons, launching marketing innovation, and promoting products. Update iterations, etc., to achieve a 'quantity leap' in one fell swoop.
In fact, observing the rise of puppy appliances is quite similar to Xiaomi's growth path. First, both have Internet brand attributes, rise on the online platform, and catch up with the golden age of China's Internet era; Both focus on marketing, such as Xiaomi has created an example of hunger marketing, while Puppy Appliance has created a first-class customization; third, both are committed to creating 'exceeding expectations' products, ie relative to price, users The experience gained was far more than expected. A media reviewer once commented on a puppy with a 1399 yuan vacuum cleaner: 'I didn't have too high expectations before the product opened the box, but it looked very beautiful after opening the box. The craftsmanship is perfect, the suction is strong enough, the workmanship of the accessories is very meticulous, no less than the products of thousands of other brands. From where, I have improved the senses of the puppy, it is definitely not the best I have reviewed. Products, but if you consider family practicality, I recommend puppies. 'There is always a 'two-eight rule' in the market, that is, a small number of consumers will focus on high-end products, and most consumers pay more attention to cost-effective, can A puppy cleaner currently it is aimed at this market. We have been talking about the consumption upgrade, In fact, Consumption upgrades and quality life are not necessarily expensive products for all people; taking vacuum cleaners as an example, consumers who have never touched and used it can use it, and appreciate the convenience of helping them to liberate their hands. A piece of well-being is a contribution of puppy appliances to quality life. '
When Kärcher and others tried to break into the field of household vacuum cleaners from the commercial vacuum cleaner brand, Puppy Appliances was also launching its own barrel vacuum cleaner layout, which is currently being used as a breakthrough by the dual-use products. With the latest product, the barrel vacuum cleaner D- For example, in 809, the puppy expects to promote its recognition in hotels and home users in third- and fourth-tier cities by grabbing the market share of 400-700 yuan.
It is reported that the puppy D-809 barrel suction currently has three characteristic features, and it is expected to create a barrel vacuum cleaner explosion product, which can adapt to the decoration service, housekeeping service, hotel cleaning, car cleaning and other 'heavy manual labor'. Adapt to a family environment with relatively limited space.
Vacuuming ability is the core performance of vacuum cleaners for both commercial users and home users. The machine uses 1400W motor, and the motor power also determines its vacuum power can reach 200W, wind pressure exceeds 20KPA, and the suction effect far exceeds the market. 140-180W vacuum power of 1000W~1200W power motor similar products.
The D-809 bucket vacuum cleaner also incorporates the design elements and product features of the horizontal vacuum cleaner into the bucket vacuum cleaner, adding a visual cyclone dust design that allows the air and dust to be initially separated by centrifugal force generated by the rotation of the airflow during operation. It reduces the frequency of dust clogging the filter, reduces the frequency of cleaning and maintenance of the product, and reduces the burden on the user. In addition, the D-809 whirlwind bucket is visually designed, with a sense of design and quality, which improves the product grade. A step, a change in the business application bucket vacuum cleaner 'stupid, big, stupid' image, more suitable for home and business.
Because the design is intended to be used by both domestic and commercial, the puppy is optimized for D-809 bucket suction in the filtration and purification effect. The 12-level HEPA exhaust filter is added to avoid dust and dust in use. In addition, the handling of volume and capacity is also very clever, with a capacity of 15L, the height of the whole machine is only 41 cm, less than the knee height of adults, compact design is convenient to store and move, children and the elderly can easily drag move.
In addition, the puppy D-809 bucket suction is done in a lot of humanized details, such as the pull lock design of the dust bucket, which is convenient for users to disassemble and clean; the large roller design, to deal with various thresholds in the family, stairs It is not easy to get stuck or pull when running. It can easily cross obstacles such as thresholds and it is not easy to fall into the carpet. When most brands use 5 meters power cord, D-809 adopts 10 meters length, so users do not have to Worry about finding a socket; D-809 is equipped with an efficient brush, which is superior to ordinary brush in design and material selection, which improves the efficiency of vacuuming the floor and carpet. In addition, there are wire hangers, small brush storage racks, straight Tube storage slot, soft rubberized handle for innovative details, to maximize user convenience.
Adhere to 're-development'
At the beginning of the brand's establishment, the dog electrical CEO Tan Chong set the style of 'product decision life and death, service life-determining', 'Whether for employees or myself, I will repeatedly emphasize that products and services are the lifeblood of the puppy. Products are the core competitiveness of enterprises, which connect enterprises and consumers and bring value to consumers. With the increasing competition in the field of vacuum cleaners, puppy appliances pay more attention to their own research and development capabilities.
Taking the puppy D-809 as an example, the patent being applied for this product includes 4 invention patents, 9 utility model patents and 7 appearance patents. The development of barrel suction comes from large outdoor complex sites such as factory workshops, and the filtration effect is generally weak. For household vacuum cleaners, in order to achieve the effect of the D-809 barrel-type vacuum cleaner, the dog has made a lot of adjustments to the filter system. In the development test, the smoke test was used in particular (used in the empty net industry). Later, it was carried out again. Many improvements have been made until the use of an external transparent cyclone dust channel, the inlet air filter uses a thick non-woven dust barrier, and the air filter uses a level of 12 HEPA, finally achieving a non-polluting effect of the smoke test on the outside of the air HEPA. And this visual whirlwind dust is only one of the 20 patents extracted from this puppy product.
In the field of Chinese vacuum cleaners where foreign companies and local companies are rushing to enter, Puppy Electric has chosen a strategy to provide 'circle powder' with the technology of 'close to the cleanliness of Chinese households'. We are also looking forward to The puppy who grows up and baptizes will eventually stand out in the fierce competition in the market and go further.