Since the outbreak of the new crown pneumonia epidemic, people have mostly reduced the frequency of going out and moved to a long time at home, which has driven the sales of small home appliances that can take care of people's daily lives and allowed the small home appliance market to achieve counter-trend growth.
In fact, as early as the past few years, new consumer groups that value product experience have risen strongly, especially the young consumer groups represented by the post-90s and 00s, who are more concerned about personal health and image care, and are passionate about small home appliances. Keep rising.
Taking hairdressing products as an example, data from the National Household Appliance Industry Information Center shows that the retail scale of hairdressing series reached 6.96 billion yuan in 2019, a year-on-year increase of 47.7%, far higher than the 3.6% growth rate of the overall small home appliance market. The average price of hair dryer products in the offline market in 2019 increased by 21.4% year-on-year, and as an emerging category of hair stylers and suits, the average online and offline prices increased simultaneously. Among them, the online market increased by a year-on-year increase of 21.4%. 39.1%, and the offline market has a year-on-year increase of 40.2%.
From the perspective of the overall market, the retail sales of the domestic small home appliance market reached 128.9 billion yuan in 2019, a year-on-year increase of 3.6%. Among them, the market share of small kitchen appliances dropped slightly year-on-year, the market share of environmental small appliances remained flat year-on-year, and the market share of personal care small appliances achieved a steady growth, reaching 12.1%.
As we all know, the single product prices of small household appliances are relatively low, and they generally advertise "good quality and low price", which also lays hidden dangers for the development of small household appliances. In order to reduce the unit price of products, many manufacturers choose to reduce the cost of raw materials and reduce the quality of their products, giving the small home appliance market a "low price and low quality" competition trend; on the other hand, because small home appliances are mostly low-priced, many consumers have developed With bad habits such as "throw it away" and other bad habits, manufacturers often ignore the construction of after-sales service systems. When consumers really need after-sales service, they often cannot enjoy the service level they should, and the brand reputation is virtually lost. It is not difficult to see that the small home appliance market has quite high market vitality, and the category is closely related to daily life, and the larger unit price of home appliances is cheaper, which determines the higher consumption stickiness of small home appliances consumers, even in the case of the epidemic. In extraordinary times, consumer demand for small household appliances has also maintained a strong momentum. However, even with such good development prospects, it cannot be said that the future of the small home appliance market is worry-free.
Looking at the small home appliance market today, most manufacturers still compete with products and often ignore the role of guarding services. However, in the long run, a mature small home appliance market still needs a sufficient level of after-sales service construction, and in the future market In China, after-sales service will also be a key battlefield for competition among small home appliance manufacturers.