Small home appliance market erupts immediately, profit is fat let manufacturer salivate

In the era of consumption upgrading, affected by users' demand for home environment and high-quality life, the small household appliance industry has gradually entered a good situation, and is becoming another important profit point besides traditional electric appliances.

Public data show that in the first half of this year, China's small household appliances market overall scale growth faster, retail sales break through 25 billion yuan, sales volume reached 119 million.Among them, clean electrical appliances continue to maintain a strong momentum of growth, the market size reached 13.6 billion yuan, a year-on-year growth of 40.2%.

Recently, the People's Daily reported that small household appliances are selling like hot cakes, reflecting a positive signal that the market segment is experiencing explosive growth.Industry analysis, although the market for small household appliances has broad prospects, but the market competition is also very fierce, how to do the enterprise will not be abandoned by The Times, to promote the sustainable development of the industry?

Consumption upgrade, young people favor small appliances

China is a traditional home appliance manufacturing country, especially in Guangdong, Zhejiang, Jiangsu and other places, with a large number of small home appliance manufacturing enterprises.Under the consumption upgrade, the small household appliance industry is developing continuously, and the domestic demand is rising.In view of the industry, with the sustained and stable recovery of China's economy, consumer demand will be further released, including small household appliances industry economic highlights will accelerate the emergence.

As the Z generation, such as the post-1995 generation and the post-2000 generation, gradually grow into the main consumer group, how to gain the recognition of young consumers and cultivate the fan economy has become a topic of consideration for small household appliance enterprises.

Young consumers' demand for quality and the emergence of imported brands in the domestic market are causing a scramble among small home appliance companies.In the author's opinion, small household appliance enterprises can seize the heart of young consumers from two aspects.First of all, young people pay high attention to novel and personalized products, and cookie-cutter products can hardly prompt users to pay.Personalized customization, in the configuration of the extraordinary, the more can highlight the personality of the more seize the heart of young consumers.

Secondly, to arouse the resonance of young people through marketing innovation can better cultivate consumers' awareness of the brand and achieve marketing victory.Brand marketing can not stay on the surface, more important is to link the values of young users, sublimate the brand spirit behind creativity.For instance to the consumer that loves gastronomic character, the kitchen small home appliance with high appearance level, characteristic is loved by them, the kitchen small home appliance that criticizes those shoddily made at the same time, at the same time expects homebred small home appliance to be able more powerful.

For example, cleaning small household appliances can move the hearts of consumers, not only because it can cause emotional resonance of users, but also can truly reduce the user's housework.Let young users through advertising to understand the product, but also to perceive the intrinsic value of the brand.

In the author's opinion, under the stimulation of consumption upgrading and consumers' demand for healthy life and high quality at home, products including kitchen appliances, household appliances and personal care appliances have become popular, forming a huge consumption "cake", and seizing the future of business will seize the young people.

Detonate the market with single products, small figure "big" future

As a small household appliances to improve the living environment and improve the quality of life, such as sweeping robot, floor washer, water purifier, hair dryer, vacuum cleaner, intelligent toilet, etc., have a good performance in the market.Among them, sweeping robot, hair dryer and washing machine and other subdivisions have achieved online and offline growth.

Small household appliances have the characteristics of diversification and innovation, consumption upgrade era, manufacturers began to use the "explosive" strategy to attract attention.For example, Dyson exploded the market of high-end small appliances with popular single-product hair dryers.Kovos with "explosive" sweeping robot to achieve single product sales over 100 million.In the author's opinion, the popularity of small household appliances in the market, behind the product to become a popular style, not only the credit of manufacturers research and innovation, the enterprise in product positioning, marketing channels and promotion mode have been optimized and upgraded.

Among them, the most obvious change is that small household appliance enterprises no longer only focus on the "cost-effective" to research and development of new products, began to advocate the thinking of boutique explosion, opened the "high-quality, explosive, personalized" new path.For enterprises, the most critical thing is how to make products quickly on demand, and get through the excavation of online channels.

As the young consumer group and the middle class group gradually become the main consumer of small household appliances, "small and beautiful" has become the main melody of the development of small household appliances market.The improvement of residents' living standards, the transformation of consumer demand from utility type to enjoyment type, and the acceleration of high-end market.

In the author's opinion, small household appliances (home, kitchen, individual protection) broad prospects for development, the popularity of the product is not accidental, can launch a small household appliances home appliance enterprises mostly mastered the core technology of relevant products, and continue to invest in research and development and innovation.Companies such as Midea, Joyang, Supor, Xiaoxiong, Kovos, Airobert and Dyson have strong technological and scientific advantages, high market share in subdivided categories and become the mainstream of the industry.

At present, the small household appliance market competition is fierce.For enterprises, if they want to stand firm in the fierce competition, they not only need to carry out technological research and development innovation, but also need to have their own core competitiveness, so as to build corresponding patent barriers, and complete the transformation from marketing enterprises to science and technology enterprises as soon as possible. Only in this way can they obtain a "bigger" future with small stature.

There are many quality tracks, how to implement sustainable development?

Upgrade step by step as consumption, green, quality, intelligence, the small home appliance that brand assures is getting the favour of people gradually, make new blue sea.

In 2020, the rapid growth of small household appliances market makes many enterprises see the industry development opportunities, the small household appliances market for diversified segmentation, manufacturers found many new machines in the process of mining market segmentation and user demand.However, in the face of many high quality racetracks, how to achieve sustainable development has become a problem that small household appliance enterprises are thinking about.

In my opinion, small household appliance enterprises want to achieve sustainable development in one or more tracks, and they want to make efforts in three aspects.First, focus on user needs to develop innovation.Through the segmentation of users, truly establish and form user awareness, so that enterprises have the ability to face different users of differentiated management and service.At present, Generation Z has become the main force in the current consumer market. Only by grasping the consumer preference and consumption habit of users can the enterprise achieve evergreen based on the consumer market.

Secondly, further strengthen the ecological construction of the industrial chain.Sustainable development is not an easy thing to achieve, manufacturers need to take a long-term view, have a sense of the overall situation, from production, sales, maintenance and service to form a closed-loop ecosystem, to achieve the synchronous promotion of all links, the industry can develop better and more stable.

Thirdly, more multidimensional growth, more systematic ability construction.In the era of big data, with the help of e-commerce channels, small household appliance enterprises are gradually able to accurately measure the pulse of the consumer market.Enterprises introduce digital operation, improve manufacturing capacity, and improve brand competitiveness by constantly enriching product categories.

Finally, do a good job in after-sales service to ensure the buyback rate.Many high-end small household appliances sell for thousands of thousands, once the failure of the need for timely and effective after-sales processing for consumers.In order to maintain brand reputation and improve product repurchase rate, it is suggested that small household appliance enterprises improve after-sales maintenance service system, reduce or avoid the phenomenon of one-hit sale caused by no after-sales service.

In the author's opinion, small household appliance enterprises want to achieve sustainable development, not only need to maintain sharp market response, adhere to innovation, from product driven to brand driven, to form a solid industry barriers, in order to better cultivate the market, based on the small household appliance industry, with better prospects for development.

Write in the last

Industry of small home appliance is regarded by course of study "home appliance course of study is the sweetest cake", in everybody electricity profit falls "cabbage price" today, the personage inside course of study breaks the news, the profit of blower of an import is taller than the profit of a washing machine.At present, the average number of small household appliances in Each Chinese household is less than 10, compared with the average number of nearly 40 kinds of household appliances in European and American countries, with huge consumption potential and development power.

Industry forecast, in the next three years, the small household appliance industry will have more than 600 billion market size.In the face of constantly upgrading market demand, if small household appliances can through continuous reform and innovation, towards intelligent, healthy and other trends, with the help of enterprises and relevant departments, the industry to establish a sound technological innovation system, or can help the overall upgrading of small household appliances industry.