Hits people's demand for subdivision, relying on technological innovation to increase functions, quality upgrades have improved the comfort of use, coupled with the promotion of e-commerce networks and social platforms, domestic small appliances have ushered in a concentrated outbreak. Relevant research reports predict that In 2020, the small household appliance market is expected to reach 460 billion yuan. The growth space is still relatively large. The willingness and requirements of consumers to improve their quality of life are getting stronger and stronger. They are focusing on improving the quality of life label and focusing on improving the consumption of small household appliances. It fits the 'potential pain point' of consumers and becomes a new choice for more and more consumers.
An electric kettle that looks like a teapot, a steam mop that can be sterilized by high temperature, and a fruit bumper that emits juice in 10 seconds. These are small appliances that listen to the 'exciting', but they hit the needs of people, relying on technology. The increased functionality brought by innovation and the increased comfort of use brought about by quality upgrades have been sold to the world under the help of e-commerce networks and social platforms.
According to the “2017 China Electronic Appliance Industry Report” released by the market consulting firm GfK earlier this year, the small household appliance market will have a growth rate of nearly 10% in 2018. According to market research firm Euromonitor, the number of small household appliances in China is small. In less than 10 kinds, far below the level of 30 households in developed countries such as Europe and the United States, China's small household appliances market has a large room for growth. Relevant research report predicts that the total output of small household appliances in the country will reach 1.068 billion units in 2020. It is expected to reach 460 billion yuan by 2020.
Innovation logic
Targeting segments to open the market
The once small appliance market was once the world of foreign brands such as Philips and Panasonic. The identity of domestic small household appliances companies is more like a 'factory factory', holding foreign orders and robbing market share by low-cost operation. Lack of innovation and uneven quality are the 'three big mountains' that have plagued the development of domestic small household electrical appliance enterprises.
Starting from the 2015 smart toilet event, the rise of 'Chinese goods' and the re-evaluation of the quality of Chinese manufacturing have set off several public opinion storms. The 'new Chinese goods' represented by product innovations have begun to be sought after by consumers, which also makes Many small household appliance companies realize that it is urgent to develop their own brands, improve product technology, and improve product experience.
Under the industry consensus of becoming a 'new domestic product', more and more small household appliances are beginning to think about how to break through innovation. People familiar with such things as vacuum cleaners, hair dryers and rice cookers have become the Red Sea, and small household appliances companies have focused their attention. In the breakdown of the field and consumer scenarios, looking for the possibility of product innovation.
For example, born in 2006, Xiaoxiong Electric has cut into the small kitchen appliance market. It launched the first product yogurt machine, not only can make yogurt, even crispy kimchi and rich rice wine can be done in one machine. ', once launched, rushed to the top of the Tmall shopping list; its latest electric steamer, not only can quickly heat cooking ingredients, but also joined the intelligent system, you can make advance reservations, timing, temperature control, automatic completion, avoiding the uncooked Over-cooked, etc., also saves the time of watching fire and waiting, allowing consumers to easily enjoy healthy and delicious.
The old brand of small household appliances Zhuoli is focused on the production of linked hot machine products. Through its supercharged technology, the steam volume per minute can reach 80g, which is much more than three times that of ordinary hanging machine. The shark used in the hanging machine Triangular ironing head, which can be fitted with a collar and shoulder line to make the ironing smooth and smooth. The ironing head has a built-in pressure storage steam device, which can be used for secondary pressure heating. The water vapor does not remain, so that the clothes are ironed. .
In the field of health pots, it became the world of Beiding. In 2009, the company set up the company for the investment of Jinghui Electric, which is a well-known high-end kitchen electric appliance brand such as KitchenAid and Morphy. Electronic temperature control technology, combined with Chinese cooking positioning, they gradually explored the prototype of their own health pot, which is the glass pot that consumers see today, and the products are rich in stew mode. They will also be generated quickly. The combination of hot water and quantitatively flowing water into the cup combines with the demand of domestic consumers for tea, and introduces a small water dispenser that can be placed on a desk, triggering a buying spree.
Whether it is Cubs, Zhuoli or Beiding, they are emphasizing a more subdivided field and constantly seeking product differentiation. It is precisely this, industry opportunities continue to increase, and the market size continues to expand. According to one data, among the small household appliances sold in e-commerce, the market share of domestic small household appliances is nearly 75%.
Quality logic
Polish products with a core of user experience
An unavoidable reality is that Midea, Dyson and other industry giants have also taken a fancy to the small home appliance market. They have contracted online Tmall Jingdong, offline and large-scale commercial super-mainstream channels. Small household appliances want to be small and big, relying on The past low-price strategy has become unworkable. Only by playing a good quality card is the king of victory.
GOCINC's bear hot water bottle from Cixi, Zhejiang has recently become the 'net red' in small household appliances. Users bought GOCINC's bear hot water bottle, the first thing is often to take pictures and send friends circle, because it is not only cute, but also the same as the star This trend-conscious design of the charging hot water bottle, because of the high value and strong social attributes, not only to brush the circle of friends, on the microblogging, know the platform and other topics of heat gradually rising.
Asked how GOCINC's bear hot water bottle is fired. The brand leader Shui Bin said that this is the result of an 'accident' plus strength. The GOCINC team designed the bear hot water bottle with reference to foreign popular elements. The shape is a cute doll, and the transparent compartment behind it is In order to keep warm while not playing the mobile phone; at the same time, the product is heated by electric heating wire, and the splint type charging is different from similar products, which is superior in safety. 'Good-looking and practical' has become the unique feature of this product in the eyes of consumers. label.
For example, when customers use a straight hair clip, they generally expect convenience, ease of use, and safety. In the view of Zhao Jian, executive vice president of Yueli Electric, 12 seconds of hot, sliding touch The ceramic panel is filled with essential oil, and the monthly straight hair clips are automatically temperature-controlled and do not hurt. They can meet all the needs of women in the use of straight hair clips.
From the perspective of consumers, this is to focus on improving the user experience, design products, and form high-quality land through the integration of regional industrial chain production. It has become a segment of small household appliances and has formed a 'virus' spread. Main way.
On this basis, small sub-divisions can be used by small household appliances companies to dig huge treasures. For example, ECX has developed a fruit bumper that only needs to press the handle for 10 seconds to squeeze out fresh juice. The retro shape, coupled with the swinging handle of the slot machine, creates a game-like experience. Squeezing juice becomes a fun thing.
Starting from Yan value, specializing in quality, loyal to the market, this has become the internal explosives logic of small household appliances enterprises.
Fusion logic
E-commerce, smart home, social platform
There are a large number of small household electrical appliance enterprises in China. Only Zhoushan Town of Cixi City has more than 300 small household electrical appliance enterprises and tens of thousands of products. The emerging small household electrical appliance brand has begun the trial of channel integration in order to become a little red in the green forest. water.
Take GOCINC as an example. At first, it relied on independent research and development of the App Mall to attract customers from all over the country to become product agents. Shortly after the rise of WeChat, the traffic dividend was very significant. GOCINC's hot water bottle successfully transferred offline traffic through the micro-business channel. Online, laid the tone of 'Net Red Products'.
In addition, GOCINC knows how to use the celebrity effect to further expand brand awareness. From 2014 to now, GOCINC has been with the American street brand SSUR, BLACKSCALE, artist Zheng Zheng's street brand DUEPALY, Japanese designer Kurashiki Ichi, etc. Co-branding, widening the consumption circle of hot water bottles, charging treasures and other products to achieve the brand's fission spread.
After the name of the brand, GOCINC successfully settled in Tmall, Jingdong, Vipshop and other e-commerce platforms. Last year, GOCINC only sold more than 10 million yuan in Tmall.
For the current small appliances, 'holding the thighs' may be one of the rules for small appliances to break through the line. One noteworthy phenomenon is that Tmall is not the only choice on the channel of small appliances, the smart home ecology has become Another attractive direction.
Before joining Yueli Electric, Zhao Jian had served in the Xiaomi Ecological Chain. In his view, Xiaomi's tonality and strict requirements on product quality coincided with the high-end positioning of Yueli. In Xiaomi, there are products such as electric pedicures, wireless mini-plywood and other products. The Xiaomi Home under the line has also been updated with some new products.
As an important part of Xiaomi's new retail, Xiaomi Home covered 170 cities in 2017, adding 235 stores, receiving a total of 67.13 million people, and providing offline exports to Yueli. Recently, Yueli is It has reached a strategic cooperation with Huawei and will fully access the smart Internet of things of Huawei mobile phones.
The short video application vibrates, because its up to 150 million daily activities are considered by many small appliances as 'the king of goods'. A pizza machine produced by Beijing Liren Technology is curated by a net red anchor. Under the promotion of the activity, the sales volume of single products exceeded 130,000; while the travel folding electric kettle produced by Nordic Europe was also popular because of the vibrato, and sold 24,000 units. At present, many small household appliances brands have begun to launch their own Short video ads, I hope to use the vibrating traffic to bring offline brand sales.
future development
Independent research and development to make small household appliances companies go further
On December 29, 2017, Puppy Appliances of 'Internet Small Appliances First' announced the impact on the GEM. Coincidentally, on May 25 this year, Xiaoxiong Electric, which locates small household appliances, also applied for IPO.
Interestingly, the public prospectus disclosed by Puppy Appliance and Cubs has exposed a common problem: R&D investment is lower than the industry's normal level, but it is spent on advertising.
In fact, heavy marketing, light development is a common problem for most small household appliances companies.
So, where is the real moat? The answer is independent research and development.
Yueli's new portable hair dryer, only the size of the palm, technically speaking, no one in the domestic industry can make the same product.
The foundation of Yueli's products is derived from the investment in research and development. As early as 2010, Yueli spent RMB 10 million to establish a high-standard testing laboratory covering safety regulations, chemical environmental protection, performance testing, etc. Industrial design center, and 4% of annual sales revenue for new products, design and development of new technologies.
The explosive effect caused by a single product is difficult to sustain. When the competition enters the second half, on the one hand, it competes with the internal strength of the enterprise, on the other hand, it is the creativity and ideas. Forming a complete product system can be established in the minds of consumers. Brand recognition.
The small household appliance industry has gone from traditional manufacturing to the present. Although some enterprises have been eliminated, the whole industry has shown an upward trend. Especially in the current situation of intelligent, enjoying the rise of small household appliances, the outbreak of consumption is also forced to produce. The evolution of the enterprise. The future of small appliances may just begin.