In the past few years, the development of the beauty industry has been going all the way, and small household appliances related to beauty are becoming hot items. According to the latest data from IBISWorld analysis, the 2017 China beauty appliance manufacturing industry The scale reached 10.2 billion US dollars, an increase of 6.9%. In China, the continuous improvement of living conditions and people's continued concern for health and appearance boosted this market.
Recently, many girls have screamed, and Tony’s laid-off Dyson curling iron has swept the world. This hair clip, known as the 'artifact', not only automatically wraps hair, but also airflow can help you blow dry, while shaping, not More than 150 degrees of high temperature, but also the damage to the hair is greatly reduced. Of course, the price of black technology is naturally not low, according to the suit of different accessories, the price ranges from 500-550 US dollars, about RMB 3500-3800 Yuan... However, people’s purchasing power is strong. On October 10th, this product was released in the United States, and then it was sold out. Just passed to the country, everyone has been crazy in the circle of friends to plant grass, for a time It seems that no one knows that Dyson's curling iron is OUT. Sure enough, on October 18th, Dyson held another tasting in Beijing to interpret Dyson's latest Airwrap hairdressing stylist for domestic media. , the price is 3690 yuan.
In fact, not only Dyson's curly hair sticks have made women friends feel like this. This year, Matsushita Electric introduced the "X" series of beauty instruments from Japan's top-end product line to China for the first time, showing its importance to China's booming beauty market. As the first bomb of the "X" series, the ultrasonic RF beauty instrument "EH-XRF1" will be the first to meet Chinese consumers at the end of September this year.
It is reported that as the highest-end beauty instrument of Panasonic, "EH-XRF1" is mainly aimed at ageing problems such as slack and sagging. It combines four levels of concentrated radio frequency and ultrasonic vibration of 1 million vibrations per second. The upward-looking young skin has brought Panasonic's innovative brand DNA. The current price in China is 3,499 yuan.
It seems that in terms of price, Panasonic and Dyson seem to be similar, super 3 punch 4, probably this is the reference for the price positioning of this type of products. Moreover, more than 3,000 yuan of hair curlers and beauty instrument is obviously an important embodiment of consumption upgrade.
In addition to beauty instruments, hair curlers, there are also a lot of black technology new products like face wash, steaming machine, face meter, skin rejuvenation instrument, etc. from the perspective of use effect, many beauty small appliances Claimed to be 'deep clean', 'remove blackheads', 'prevent acne', 'prevent dry skin', and even 'solve skin looseness, fine lines, dark yellow and other issues'. In addition, there are many products to play 'High-tech brand', known as the use of 'nanotechnology', 'ion technology', the effect is more magical.
It is worth mentioning that according to market research institute Euromonitor International, cleansing products and personal care appliances (including the former plus shaving, hair removal and oral care) have grown at a compound annual growth rate of 11 in China over the past two years. % and 8%. Just as a product of the subtle function of cleansing instrument, Cathay Securities and Euromonitor International estimate that the total sales of 2.24 billion yuan last year will reach the market of 8.26 billion yuan in 2020.
With the rise of the beauty appliance market, more and more companies are aware of the business opportunities. Many giants including Philips, Sharp, Braun and so on have joined the competition. In 2017, South Korea's Samsung, LG also tested water beauty appliances. -- Samsung Electronics launched a home skin care and portable skin tester at CES 2017, and announced the completion of trademark registration, product preparation; and LG but 'unexpected, see its shape', in September 2017 Announced the launch of the home beauty instrument brand Pra.L, and released four products at a time to get to market first.
At the beginning of 2018, domestic small household appliance brand SKG announced that it would 'from traditional home appliances for cross-border beauty appliances', and put forward the brand 'slogan for everyone younger than ten years old', said Liu Jie, chairman of SKG; 'The company will focus on middle-class female groups, Focus on skin management, medical health management, and provide a complete solution for health and beauty for consumers in the black hole anxiety of urban sub-health and beauty consumption. 'IBISWorld predicts, 2018-2022, China Beauty Appliance Sales Year The average growth rate is expected to reach 7.8%, and the distribution channels of this industry are becoming more and more extensive. In addition to traditional department stores, chains, supermarkets and grocery stores, online and specialty stores have become important distribution channels. 'Including Philips, Large manufacturers such as Flying Branch and Superman have begun to set up distribution channels in the third- and fourth-tier markets with great growth potential. On the other hand, the reason why beauty appliances can open up such a huge consumer market in a short period of time, in addition to consumers The more important thing about the improved material living conditions is the importance that today's society attaches to the value economy.
Recently, Ivy Consulting released the “Flower Generation Report of the First Generation to the Post-95”, which shows that after the 95s, it gradually occupied a larger proportion in the consumer market, showing a larger proportion of the population, higher stickiness, and the strongest channel preference. The 'Yan value economy' has gradually become the trend of future social development. Young people not only like new products, but also are willing to try new models and new shopping experiences.
However, it is also necessary to remind you that when you look at your face, don't forget to pay attention to health issues. Although many products say that they are fascinating in the advertisement, it is difficult to say clearly what the real effect is. According to reports, some women are using beauty. After the small household appliances, I feel that the skin has improved. But most of the feelings have not changed much after use. There is no whitening, acne, and blackheading that are advertised in the advertisement. So even female consumers report that she uses the washing machine. The acne on the face, not only did the blackheads not be removed, but caused allergies, facial pain and other symptoms, which made them very annoyed.
Lu Jianguo, director of the China Household Electrical Appliances Research Institute's Health Appliance Analysis and Testing Center, said, 'The promotion of many products is mostly conceptual, and the comfort effect is greater than the actual effect. 'He reminded consumers to pay attention to the brand and whether it has relevant when purchasing such products. Technical testing and certification, 'The products and technologies of big brands are highly certified before being listed, which can guarantee their effectiveness.
In addition, the editor also suggested that when women choose small beauty appliances, they may wish to visit the Internet to understand the description of the relevant products, and pay attention to the evaluation of the products on the network, so as to directly understand the credibility of the product. If you buy in the store, the site should try Ask the shopping guide to do more demonstrations, the details of the use of beauty products should also be detailed.