With the steady improvement of the national economy, the vast tide of consumption upgrading has also run through the development of the home appliance industry in the past two years. Benefit from this, covered the people's life in each field of small household appliances product growth fast.
With the steady improvement of the national economy, the vast tide of consumption upgrading has also run through the development of the home appliance industry in the past two years. Benefit from this, covered the people's life in each field of small household appliances product growth fast.
Admittedly, small household appliances are not as good as everyone electricity has rigid demand and stable market, but no matter it is traditional life cooking products, or vacuum cleaner, air purifier and other emerging products, the entry of these small household appliances into the market will undoubtedly reduce our housework, improve the home environment, improve our quality of life. Perhaps, in the future, small household appliances will bring more changes to our lives than this.
In fact, compared with developed countries, the penetration rate of various products of small household appliances in China is relatively insufficient, the market space of small household appliances in the future is still large, with China is ushering in a new round of consumption upgrading, the market scale of small household appliances is also expected to achieve sustained rapid growth. The personage inside course of study expresses, below the impetus that upgrades trend in consumption, the market share of small home appliance that quality changes, refined product changes will be promoted rapidly.
In 2017, the online retail sales of cooking machine reached 3.44 billion yuan, a year-on-year growth of 55%. Offline retail sales reached 8.41 billion yuan, with a year-on-year growth rate of 90%, making it an outperformer in the small household appliances category. In addition, traditional cooking small household appliances such as rice cookers and pressure cookers are also showing stronger growth momentum in the online market. Data showed that online retail sales of rice cookers were 5.79 billion yuan, up 21% year on year. The online share of electric pressure cookers was 2.91 billion yuan, up 44% year on year.
Small household appliances products, the trend of fine differentiation is obvious
With the influence of the consumption upgrade of household appliances, the users on the demand side not only have some commonalities, but also increasingly pursue personalized, and the subdivision of small household appliances has become one of the main trends at present. For example, electric cooker products with the strongest demand for stickiness in small household appliances have been gradually subdivided into upgraded products represented by IH technology in the past two years, and often these fine differentiated products will also show higher premium ability.
Vacuum cleaner products are gradually subdivided into categories such as hand-held, horizontal, miniature, robot and mite removal instrument, which not only meet the needs of different users' families, but also constantly drive the growth of market scale. According to the data of EcON, the compound growth rate of vacuum cleaner e-commerce market reached 89.0% in the past three years, and the fastest growing category of vacuum cleaner products is hand-held push-rod products, among which Dyson has become the most concerned hand-held vacuum cleaner brand.
For example, blender products have also been subdivided into mini, hand-held and more high-end broken wall cooking machine and other types. Broken wall cooking machine is gradually emerging in the market due to the multi-function brought by higher speed. Leading brands of small household appliances represented by Joyang and Midea have also begun to make efforts. Data show that the offline market of broken wall cooking machine is expanding with a growth rate of 187.7%, and its average market price is 72.3% higher than the average market price of blender.
The two-child policy has been fully lifted, and small household appliances for mothers and babies have become popular
In addition, product of mother and child small home appliance becomes nearly two years gradually "tuyere", draw herd male to chase deer.
Since the "two-child" policy was opened in 2015, the maternal and child market has been known as "the big cake of hundreds of millions". Professionals predict that the effect of the comprehensive two-child policy will be prominent in 2017, and there may be a small baby boom from 2017 to 2019, which will directly drive the increase of the consumption demand for maternal and child home appliances. The future mother and child market will be home appliances fine differentiation strategic layout of the land of contention.
In terms of specific product categories, first of all, the two-child policy stimulates the demand for food and cooking products such as infant supplementary food and nutritious porridge. Secondly, infant care on sterilization, health, clean, fresh function requirements. Finally, the demand for maternal and child related household appliances increased. According to VCInsights' public data analysis, in 2020, the number of children aged 0-6 in China is expected to exceed 125 million, and more than 80% of them will be the children of "post-80s" parents. The "post-80s" can be understood as the "spokesperson" of quality consumption, and their consumption views will tend to seek professional maternal and child products. In the face of such a huge population base, the field of maternal and child home appliances will become a "new blue ocean" for many manufacturers to compete for in the future.
From the perspective of small household appliances as a whole, now the products have become more and more differentiated and personalized, and the functional experience has become younger and more intelligent, with rich categories covering almost every aspect of our lives. I believe that with the upgrading and development of small household appliances, as well as the increasing number of family ownership, the future of high quality small household appliances will refresh our family life style, leading life style.