2021 research on the development of China’s cutting-edge brands – Report on small household appliances and smart home hardware From Huge calculation & 36 krypton
The following is the 2021 research on the development of China’s cutting-edge brands – Report on small household appliances and smart home hardware From Huge calculation & 36 krypton recommended by recordtrend.com. And this article belongs to the classification: Home appliance industry, Smart home, research report.
For many young office workers, “home” was just a rental house and a place to sleep at night. Since 2020, our connection with “home” has been deepening – we have spent more time at home voluntarily or happily or reluctantly. From high-rise buildings in mountains, rivers, lakes and seas to one vegetable and one meal, every bit of happiness in daily life, which was difficult to feel in the past, has become extremely precious in this context, which has become our happiness and comfort in difficult times.
So we began to appreciate the aroma of coffee in the kitchen in the morning, the slight noise of grinding soybean milk, and the crisp sound of toast; So we began to understand how much housework our parents undertook, and began to buy vacuum cleaners, sweeping robots and clothes disinfectors one by one; So we began to learn to love life and ourselves. Replacing ordinary toothbrushes with electric toothbrushes and using all kinds of beauty instruments have also become a small ceremony before going to bed; So we began to decorate the home space with exquisite small household appliances. Whether it is a retro electric oven, a multi-functional pot or a multi-functional breakfast machine with facial function, it can bring a little joy of turning around and lifting your eyes at home. These gentle and small memories of technology and technology, which are not valued by us, constitute the tenderest and most precious things.
On October 19, 2021, juliangsuan and 36 krypton jointly released the 2021 research on the development of China’s cutting-edge brands: report on small household appliances and smart home hardware. This report takes the small household appliances and smart home hardware that accompany us through the warm time as the main research object, in order to explore the changes of consumer groups and consumption ideas under the new consumption trend, and the development opportunities and challenges faced by cutting-edge brands in the industry.
Small household appliances and smart home hardware brands are committed to two rounds of product and marketing innovation
In recent years, cutting-edge brands in the market of small household appliances and smart home hardware continue to emerge. They continue to polish and innovate in product categories and functional features. Guided by efficiently capturing the increasingly complex and diverse new needs of consumers, they stimulate users’ interest and create enterprise advantages in the increasingly competitive market. The attempts of various brands in product innovation promote the technical iteration of small household appliances and smart home hardware products. Driven by technological innovation, small household appliances and smart home hardware products mainly show the following development trends: intellectualization, IOT, ecology, creativity and scene.
Different from the traditional large household appliances, the purchase channels of small household appliances and smart home hardware show a rapid online trend. According to the omni-channel data of ovicloud, in 2020, the retail sales of 11 categories of kitchen small appliances including rice cookers, induction cooker, electric pressure cooker and soybean milk machine were 56.63 billion yuan, a year-on-year decrease of 11.3%. However, its online retail sales reached 36.6 billion yuan, a year-on-year increase of 9.4%, accounting for 64.6% of the omni-channel retail sales. In addition, the attraction of promotional activities to consumers is not as strong as before, and consumers’ purchase nodes are gradually changing from promotional activities to daily live orders. According to the statistics of Aowei cloud, during the May Day promotion in 2021, the sales and sales performance of online and offline channels of small household appliances were inferior to the same period last year: the online sales decreased by 22.5% year-on-year, and the sales decreased by 20.8% to 9.589 million units; Online sales fell 31.7% year-on-year, and sales decreased by 29.6% to 445000 units. In contrast, video marketing is more popular with consumers. Short video grass planting and live room shopping have become consumers’ daily habits. Tiktok home furnishing home furnishing and smart home hardware users survey shows that 56% of users will understand sales and promotional information of small household appliances and smart home hardware products through short video platforms, which is far more than offline channels.
In this context, in addition to product innovation, new and cutting-edge brands of small household appliances and smart home hardware have changed the marketing means of traditional household appliance enterprises in the past, relying on Internet media to realize online and accurate marketing and quickly capture the new needs of consumers. Its marketing path has moved closer from the past household appliance model to the FMCG model, that is, relying on relatively low unit price and constantly updated products, it can quickly attract new customers and plant grass through new marketing methods.
In addition to online marketing and quick digestion, cutting-edge brands of small household appliances and smart home hardware are also committed to strengthening the operation of private domain traffic, so as to realize low-cost, efficient and refined management of traffic. “Private options” of new sharp brands have become “private options”. At this stage, in order to realize the fine operation of private domain traffic, all cutting-edge brands actively layout live e-commerce, and create more efficient links such as innovation, transformation, retention and fission through real-time interaction with consumers and three-dimensional presentation of commodity information. And consumers have gradually formed the habit of shopping while watching the live broadcast. According to the tiktok data, the number of small and medium appliances category enterprises in June 2021 was 214% higher than that of the live broadcast. The number of viewers in the live broadcast room of small household appliances increased by 292% year-on-year, with a rapid growth rate.
Content of small household appliances: add a little creativity and daily smoke and fire
Because the content related to small household appliances is closely related to the daily life of consumers, it naturally has content advantages. Creators in the small household appliance industry also seize the opportunity to actively connect with users through interesting and useful short videos. According to the huge calculation data, the number of content releases of small household appliances and smart home hardware has maintained a fluctuating growth since January 2020. In June 2021, the number of content releases of small household appliances and smart home hardware increased by 95.3% year-on-year.
Catalysed by the homestead period, the content author volume and content playback volume data of small household appliances and smart home hardware showed a blowout growth in the homestead period in the first quarter of 2020. After the second quarter of 2020, the author volume and broadcast volume data fell back to a relatively normal level, but still maintained a stable growth.
Sense of ceremony, personalization and healthier — the change of consumption concept of the new generation of users
Consumers’ attention to small household appliances is easily affected by their living conditions – more time at home means that users’ requirements for home environment continue to improve. According to the huge calculation data, from February 2020, the overall number of interested users of small household appliances has increased sharply. With the gradual resumption of production and work, the number of interested users also fell, and showed a steady upward trend in the later stage. In June 2021, the total number of interested users of small household appliances increased by 75.38% compared with January 2020. In terms of sub categories, small kitchen appliances have always been the most concerned by consumers. Small household appliances will usher in the tuyere after a special period, and the proportion of interested users is almost the same as that of small kitchen appliances.
The change of users’ attention to small household appliances and smart home products is inseparable from the change of consumers’ consumption concept. In recent years, the social environment such as economy, culture, science and technology and public health has changed rapidly. At the same time, young people such as the post-90s and generation Z have become the main force of new consumption. The change of macro environment and consumer groups drives the transformation of mainstream consumption ideas: in addition to the consistent hope to improve the quality of life with the help of small household appliances and smart home products, consumers’ health and safety awareness, personalized demand germination and sense of consumption ceremony are enhanced.
After the special period of 2020, consumers pay more attention to health. For the new generation of consumers, health is no longer a proposition only related to the body. Mental health and environmental health also belong to the category of health. More and more consumers begin to examine various factors that may affect their health, and put forward higher requirements for the safety of the external environment such as air, drinking water and food, which brings development dividends to small household appliances such as water purifiers, floor sweeping robots and disinfection closets.
With the economic development and the rise of China’s per capita GDP, the new consumption wave is coming. The production of consumption behavior is not only driven by the single factor of product use value, but also the added value of products enters the decision-making scope of consumers. In addition to “just need”, consumers have more needs for products that can enhance the sense of life ritual and meet emotional social and self realization.
In the field of small household appliances and smart home hardware products, consumers’ sense of ceremony is mainly reflected in their purchase preference and interest in special categories derived from scenes. Taking small household appliances in the kitchen as an example, the kitchen scene can be divided into a wide range of subdivision scenes based on various links of cooking. Each subdivision scene can correspond to small household appliances with special functions, such as ice cream machine, kebab machine, bubble water machine and other categories. All cutting-edge brands are also constantly exploring new application scenarios to win users’ purchase interest and stimulate the potential increment of the market with more Scenario Oriented special small household appliances. A tiktok survey of users of hardware and home furnishing hardware shows that 55.56% of respondents said they were willing to accept and buy small appliances category, 66.13% of them believed that although the function of the small household appliance was single, they were satisfied with their pursuit of life ritual. Another 12.33% of the respondents said they completed the purchase of single function small appliances more in the context of social networking and grass planting.
In addition, with the increasing number of people living alone in China, users’ requirements for the safety of living alone rise. With the awakening of consumers’ safety awareness, they also put forward higher requirements for the safety functions of small household appliances and smart home hardware. 45.61% of the respondents expected the product to have the function of improving residential safety. For security products including smart door locks and smart cat eyes, 61.92% of respondents expressed concern about this category; 20.43% of the respondents have purchased such products.
1. Young man: home is about home comfort
According to the aurora big data research report on generation Z curtilage, nearly 50% of generation Z are “curtilage” people. According to the 2020 Smart Home Industry Research Report of 36 krypton Research Institute, after the special period of 2020, 76% of consumers have higher requirements for the quality of home life. The convenience and contactless interaction of various small household appliances have prominent advantages in the post epidemic era. In this context, the younger generation began to consciously choose appropriate small household appliances according to their own needs, and strive to improve the quality of life and happiness.
According to the huge amount of research data, young users aged 18-30 pay more attention to kitchen and household appliances among many small household appliances. Among the respondents aged 18-23, 50.5% paid attention to kitchen small appliances and 44.7% paid attention to life small appliances. More than half of the respondents aged 24-30 pay attention to kitchen and living small appliances. Among small household appliances, cleaning items are the most concerned. About 64.2% of respondents said they wanted to buy floor sweeping robots, and about 42.1% of respondents wanted to buy vacuum cleaners.
2. Silver haired people: happy health care, who do I give up
Among the young people represented by generation Z, the ancient method of “soaking medlar in a thermos cup” is still popular, and this silver haired group has used health care personal care small appliances. According to the huge amount of research data, personal care small appliances have attracted more attention among silver haired people, and nearly 60% of silver haired people have purchased such small appliances. Among them, health care products are the most popular. About 49.02% of the silver haired people said that the massage instrument is the personal care small household appliance they most want to buy.
3. Cutting edge white-collar workers: Smart Life is under control
According to the massive consumer survey data, smart home hardware products have attracted much attention among the cutting-edge white-collar workers. In particular, among the people whose monthly income is in the range of 10-15k, more than 50% of the respondents expressed more concern about smart home hardware products. Users in high-speed cities have significantly higher interest in smart home products.
Attention and preference of line level users in different cities for smart home hardware products
4. New women: for the family and for themselves
According to the survey data, female consumers pay more attention to kitchen and personal care small appliances in many small appliance categories, while there is a great difference between male and female consumers in the category of personal care small appliances. 63.14% of female consumers surveyed said they had purchased personal care appliances, while only 47.2% of male consumers surveyed had purchased personal care appliances. Beauty instrument is the most popular item among female consumers. 52.41% of female consumers have plans to buy Beauty Instruments.
Different from the stereotype, the consumption motivation of female consumers is quite rational. According to the huge amount of research data, the driving factors for female consumers in the first tier to buy small household appliances are to improve the quality of life and efficiency. The second echelon is to enrich the sense of life ceremony and the good-looking appearance of products.
epilogue
Despite the changes of the times, family has always been people’s home and soul. Today, with the rapid development of science and technology, the role of small household appliances has gone beyond the household appliances themselves, more like the waiting and company of family members, so that people can have porridge to warm and someone to talk at dusk. Increasingly intelligent small household appliances, dotted with the original dull life, bring spiritual comfort to people. We can look forward to the realization of deep intelligence and interconnection of all things in small household appliances in the future, and the presence of small household appliances in the colorful scenes of life to accompany people through long but not lonely years.
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