In 2021, the export of small home appliances will rise again!

In 2020, small appliances are very popular and become one of the hottest tracks of the year. Is the outbreak of small home appliances a flash in the pan of "net celebrity products" or the long-term rise of new consumer products? In 2021, will the small home appliances track still remain popular?
01. Home life makes the small kitchen appliances grow exponentially
 After the outbreak of the new crown epidemic, the DAU (Daily Active Users) on software such as Douyin and Xiaohongshu for grass-growing food and recipe search has tripled, which has accumulated primitive potential for the outbreak of small kitchen appliances.
Small kitchen appliances meet the needs of some people who are not familiar with cooking but want to cook by themselves. Coupled with the helplessness of long-term home isolation, the sales of small kitchen appliances have surged. According to data released by Suning, in February 2020, the sales of air fryer, electric oven and egg beater increased exponentially, increasing by 8 times, 2 times, and 24 times respectively.
The data from Ali is more direct. In the first quarter of 2020, the overall sales of small kitchen appliances were 13.9 billion yuan, a year-on-year increase of 158%. Among them, Midea's sales were 19.2 billion, a year-on-year increase of 355%; Joyoung's sales were 11.9 billion, a year-on-year increase of 398%; Supor's sales were 11 billion, a year-on-year increase of 141%.
02. New crowd + new model, small appliances have been popular all year
The popularity of the small home appliance market is not short-lived, and its growth momentum continued from the beginning of the year to the end of the year. Popular categories have also extended from small kitchen appliances to various types such as beauty, personal care, and health. Judging from the 2020 Q3 data released by ITES, small household appliances companies such as Supor, Joyoung, and Xiaoxiong Electric achieved a total revenue of 25.71 billion yuan in the whole year, an increase of 21% year-on-year, and a net profit of 2.922 billion yuan. The year-on-year increase was 44.62%. Both the scale of revenue and net profit have created a record high.
In the eyes of traditional home appliance dealers, major appliances are big business and can make big money; small appliances are small things and can only be used as supporting roles. But now, this view needs to change.
On the one hand, the mainstream consumer group in society has gradually become the post-80s, 90s, and even post-00s. Compared with their parents, the younger generation of consumer groups pay more attention to the quality of life and generally pursue personalization. Small household appliances with stylish designs and novel functions are the best choice for them to buy a small amount of money to enhance their sense of life.
On the other hand, the attributes and sales logic of small home appliances are more compatible with online sales channels. There are many sub-categories of small household appliances, and the single product value is low, which is more likely to trigger consumer impulsive consumption; at the same time, due to its small size and no installation, small household appliances are more suitable for online sales. KOL (Opinion Leader) cooperation in home furnishings and other fields, such as live broadcast by head influencers, small household appliances, not surprisingly, easily obtained traffic dividends in social channels such as short videos and live e-commerce.
The popularity of small home appliances has not only changed the pattern of the home appliance market, but also updated the marketing logic of the home appliance market. According to third-party statistics, on the first day of Double Eleven in 2020, Tmall’s sales of small household appliances reached a year-on-year increase of 1,000%; on JD’s “main appliance promotion day”, the sales of household appliances increased by more than 200% year-on-year. Health appliances and kitchen appliances The turnover of home appliances has increased by 150% year-on-year. The 2020 annual reports released by various home appliance companies are worth looking forward to.
03. The track is full of potential, and capital runs into the fiel
Consumers are happy to buy, and investors are making a lot of money.According to the shun flush industry classification, the small home appliance sector rose by 30.3% last year. Among them, Cobos (603486) rose by more than 3 times, and Xiong Xiong (002959) rose by more than 60%, appearing in the overall sluggish white goods sector. Extraordinarily dazzling.
 Looking at the primary market again, the small home appliance track is also popular. According to IT orange data statistics, from 2017 to January 14 this year, a total of 76 investment events in the smart home field occurred in small home appliance brands, including Xiaomi Eco-Chain Company Lumi Lianchuang, Baidu's Xiaodu Technology, Fanmi Technology, etc. Companies have received invest