Small household appliances need further upgrading
Although people pay more and more attention to small household appliances, it should be noted that there are still some "minefields" and chaos in the field of small household appliances, and discussions such as "small household appliances are difficult to be used continuously" are also heard. Under the "lazy economy" boom, does small household appliances really have broad market prospects? How can it be acclaimed and acclaimed?
Small household appliances are popular
For many young people, small appliances with high appearance and clear functions represent an efficient and minimalist lifestyle. Tmall data shows that from March to May this year, the online transaction volume of small household appliances in the kitchen increased significantly. Among them, the year-on-year growth of air fryer was 200%, the year-on-year growth of electric steamer, fruit and vegetable washing machine and electric auxiliary food cooking stick was more than 80%, and the year-on-year growth of toasting machine and coffee machine was more than 50%.
The 2021 home appliance market report released by the Electronic Information Industry Development Research Institute shows that the consumer demand for high-quality goods is rising rapidly, and the diversified demand drives the development of the emerging home appliance market. "Post-80s" and "post-90s" have become the main consumer groups of small household appliances, and at the same time, the emerging household appliance market has become more focused on meeting the two major needs of intelligence and experience.
Some people in the industry say that the popularity of small household appliances is also due to its advantages such as low unit price, short cycle, small size and no installation. It allows consumers, especially young people, to place orders with one click without careful consideration, and it is easier to stimulate their purchasing desire.
Product to be upgraded
In the statistical results of complaints received by the National Consumer Association in 2021 released by the Consumer Association, the number of complaints about household electronic appliances ranked first, including more than 10000 complaints about small kitchen appliances.
Relevant practitioners said that in fact, the long tail market is the driving force of small household appliances, and people's originally insignificant demand eventually became the stimulus point of new consumption. Although small household appliances have captured the hearts of young people, the "moat" of the products is not stable - problems such as high degree of homogeneity, single use scenarios and functions of some categories make it difficult to break through in the fierce market competition.
Insiders believe that for small household appliances, it is crucial to quickly use new technologies to iterate over products. In the future, new categories, high-end, Scenario Oriented, product structure optimization, user integration and sinking channel optimization will become the development direction of China's home appliance enterprises.
Develop overseas market
In addition, against the background that China's household appliance industry ranks first in the world, developing overseas markets will also be an important development channel for small household appliance enterprises. According to the household appliance Association, the annual output value of small household appliance industry is about 530 billion yuan, of which exports account for more than 65%. In 2021, the export volume of small household appliances will reach 3.34 billion, with an export volume of 52.12 billion US dollars, accounting for nearly 50% of the export volume of household appliances and more than 50% of the global trade volume of small household appliances.
"The mature and complete supply chain system, the strong innovation ability of the enterprise, the aesthetic industrial design, the fully competitive market, and the attention of the capital market have helped the small home appliance leading enterprises to go to sea smoothly." Insiders said.
