Small appliances have become a serious underestimated business blue ocean

Small home appliances, multi-category, big market. There are only five or six small appliances per household in China, but in developed countries in Europe and America, the number of small appliances per household generally exceeds 10.

This is a saying that many home appliance people often talk about in the past 10 years, and think that small home appliances are the "new blue ocean in the home appliance industry" that is seriously underestimated. However, when some home appliance companies have entered the small home appliance industry from major appliances, kitchen appliances and other fields, they suddenly discovered that the cake of the small home appliance market is not so easy to eat.

At present, after experiencing brutal expansion and quality precipitation in the traditional economic era, the small home appliance industry that has entered the Internet era is entering a round of high-speed development, which is based on the diversification of categories, the individualization of user needs, and market competition. Dislocation, entering a new era of detonation driven by a large platform.

Blue Sea Springs

In the past two years, many small home appliance companies have clearly felt that the market has begun to change, and the demand after the upgrade is very fierce.

Although as early as two years ago, the sales scale of the small home appliance market has exceeded the 100 billion mark, far ahead of the kitchen appliance market. However, what many small home appliance companies have not thought of is that the speed of updating and iteration of small home appliances has exceeded expectations, and the average sales price of the products has doubled.

The current scale of the small home appliance market continues to detonate the driving force behind it, showing that multiple forces such as product technology upgrades, consumer demand upgrades, and residents' income increase have jointly detonated.

First of all, traditional small household appliances represented by rice cookers, microwave ovens, and electric steamers have entered the upgrade channel; rice cookers, microwave ovens, and soymilk machines have been upgraded most obviously in recent years, from traditional mechanical to smart IH rice cookers, from traditional From the microwave oven to the steaming and micro-roasting machine, from the soymilk machine to the wall breaker, etc., it not only brings a big change in the consumption experience, but also leads to an upgrade in the average price of the entire product. It can be said that a successful product value war replaced the product low price war.

Secondly, a large number of new categories focusing on quality of life are rapidly emerging and growing in the small home appliance market. Including ovens, toasters, dishwashers, cooking machines in the kitchen, water purifiers, vacuum cleaners, coffee machines, health pots in the living room, and even small beauty appliances in the bedroom, sanitary appliances in the bathroom, etc. While making the big and small home appliance market scale cake, improve the quality service of the small home appliance industry.

Furthermore, the boundary between small household appliances, kitchen appliances, and large appliances is becoming blurred, the integration between categories is being strengthened and improved, and the trend of integration and complete sets is coming. One of the most obvious is the refrigerator in the kitchen, which has begun to seek full interconnection with a series of products such as rice cookers, range hoods, and electric steamers to realize the reconstruction of functional value and commercial value.

In the end, this also injected new impetus into the traditional development track of small home appliance companies, bringing new enlightenment: the big market for small home appliances is no longer just empty talk.

Vitality

In fact, China's small home appliance industry has been struggling in the quagmire of "large industries, small companies, and low thresholds" for a long time, and has been seriously underestimated.

Compared with kitchen appliances and major appliances, although the small home appliance industry has a large market space and strong consumer demand for a long time, market competition has been quite chaotic and disorderly. The most representative is that small home appliances have long been in a competitive channel with many factories, multiple brands, and chaotic competition.

On the one hand, for a long time, due to the relatively low technical content of products and the relatively low barriers to entry into the industry, a large number of small, medium and micro enterprises, even hand-crafted workshops, and miscellaneous brand enterprises have mixed up small household appliances, causing the price-driven replacement of small household appliances for a long time. Driven by value and products; therefore, many foreign small household appliance companies have been in the small household appliance industry for a long time, and it is difficult to get a foothold; bad money drives out good money from time to time.

On the other hand, although there are many categories of small household appliances, there are many companies in the small household appliance industry, but the number of large brands is scarce, which has long caused the polarization of the brand competition pattern in the small household appliance industry. Big brands and small companies have their own pieces. In the past few years, foreign brands such as Philips and Panasonic have basically been squeezed to the edge of the market. As a result, the large-scale leading enterprises such as Midea, Supor, Joyoung, and Galanz are clearly leading the way. The Matthew effect in the small home appliance industry has accelerated.

However, in the past five years, in the face of the lively intelligent transformation of major home appliances, the full scale expansion of the kitchen appliance industry, and the eye-catching staged blowout growth of healthy appliances, the development of the small home appliance industry can be said to be generally flat and calm. However, after going deep into the industry, we can see that the product iteration and category expansion within the entire small home appliance industry are not plain, and it can be said to be quite exciting and rapid. This can be said to be a typical "life in danger".

In the future, the small home appliance industry will maintain a double-digit growth in market size driven by product upgrades and consumption upgrades, while the average product price will continue to increase by more than 100 yuan. This also points out the direction for the future development and transformation of the entire small home appliance industry.

First, in terms of products, we must focus on branding and boutique products, and win the market and users through a series of high-quality small home appliances; second, in the market, we must promote the multi-category of small home appliances through star products and popular models. The product realizes the change of lanes and overtaking in the small home appliance industry; the third is to use the small home appliances to find the possibility of user interaction and ecological value!