Kitchen and toilet products are the largest consumer goods category for small household appliances. The scale of small household appliances in China continues to grow. Online retail sales exceed 75 billion yuan. Small household appliances generally refer to household appliances with small power and volume. At present, there are many small household appliances, according to the functions and environment. Can be divided into kitchen and small appliances, home small appliances and personal care small appliances and other sub-sectors. In recent years, with the improvement of China's national consumption level and the concept of consumption changes, consumers are satisfied with the relatives of electricity After the rigid demand, the small household appliances that improve the demand and enjoyment demand began to be popular; with the 80s and 90s becoming the main force of consumers and the rapid development of e-commerce consumption, the volume of small household appliances is expanding.
From the perspective of various proportions of the global small household appliance industry, kitchen and small household appliances accounted for 65.1%, household small household appliances accounted for 22.9%, and personal care small household appliances accounted for 12.0%; in China's small household electrical appliance industry, kitchen and small household appliances sales Accounted for 76.2%, household appliances accounted for 13.1%, personal care accounted for 10.7%. It can be seen that both the global and domestic, kitchen and small household appliances accounted for the largest proportion.
In 2017, the market size of China's small household appliance industry reached 315.5 billion yuan, up 12.52% year-on-year; the annual average compound growth rate of China's small household appliance industry market was 13.5% in 2012-2017, and the market size of small household appliance industry is expected to exceed 355.3 billion in 2018. yuan.
In 2016, the online retail sales of small household electrical appliances reached 63.5 billion yuan, and the sales of small household electrical appliances accounted for 35% of the total sales of small household electrical appliances. In 2017, the online retail transaction volume of small household electrical appliances was 76 billion yuan, a year-on-year increase. 19.69%.
The small household appliance industry has a development bottleneck, and the product experience is affected.
Prospective Industry Research Institute pointed out that there are some development problems in small household appliances, which affect the consumer experience.
Small household appliances are diversified but homogenized. A large number of small household appliances make consumers hesitate in the process of purchasing. For example, juicers, juice machines, and broken machines may have too much consumption. The main reason for such confusion is the overlap of their basic functions. Such phenomena are common in the small household appliance industry, and many similar small household electrical appliances are everywhere. This is also the bottleneck of the development of the small household electrical appliance industry. One. If there is a lack of innovation, even if the industry has a bright future, there may be many detours.
Small household electrical appliances have no real price, and the actual usage rate is low. At present, the price of small household electrical appliances on the market is not low, and products that are thousands or even tens of thousands of yuan are also everywhere. But not like traditional appliances such as refrigerators and TVs. Used every day, the actual usage rate of some small household appliances is very low.
In small kitchen appliances, electric baking pans, bread makers, pasta machines and many other products are products that have a single function and can only produce a certain kind of food. Consumers often choose to purchase after they have purchased for a moment. In addition, the use of these small household appliances requires a lot of preparatory work for the early-stage raw materials. After the use, relatively complicated cleaning is required. Various reasons have led to the fate of low-use kitchen appliances.
Followed by small household appliances such as massage and beauty care, for this type of products, 'will not be used, not used and too lazy to use', become the most intuitive experience for such small appliances to bring consumers. The use of products is complex, leading to the goal It is difficult for the crowd to get started quickly; it will not limit the frequency of use of small household appliances. The use of the pickpocket and the inhumanized experience will cause a lot of inconvenience to consumers during use, which is also unusable. One of the reasons for the low usage rate. In addition, the fundamental use effect is very small, causing consumers to be too lazy to use subjectively.
Small appliances are difficult to repair after sale, repair or more expensive. Unlike traditional home appliances, they have a relatively complete after-sales maintenance system. There are many brands in the small home appliance market, and there are many types of products, which makes it difficult to repair after-sales. The time cost of repairing small appliances is not too late. When purchasing a small appliance after-sales service, about 41.7% of the users expressed satisfaction, and the basic satisfaction was 25.7%, while 32.6% of consumers were dissatisfied with the traditional service model, which is far less than the big one. The satisfaction of home appliance after-sales service. In this regard, some insiders pointed out that the low satisfaction rate of small appliance market maintenance service has become a bottleneck restricting the development of the industry. Brands that have been criticized for future sales will be kicked out of the market by consumers.