At about 8:00 a.m. on November 8, the live broadcasting room of the official flagship store of tmall & bear electric appliance has become lively. Breakfast machine, air fryer, electric stew cup and health pot are all carrying out "double 11" preheating activities. Due to the advent of the temperature reduction tide, a heater of 44.9 yuan also appeared in the circle of friends.

At the same time, Delong group, an old Italian brand of small household appliances, founded in 1902, appeared at the fourth China International Fair with its five major brands - Delong, kaiwood, Bolang, aliyat and nutribullet, and exhibited a series of new coffee machines during the fair, including two full-automatic and one semi-automatic products.

Large market of small household appliances
In recent years, driven by the "house economy", small household appliances such as breakfast machines, air fryers and health pots are very popular among young people. Especially after the epidemic in 2020, homesteading has become the norm, and small household appliances have become the new consumer pet.

Although small household appliances are small, the business is global. In recent years, the global small household appliance industry as a whole has maintained a stable development trend. The market scale of the global small household appliance industry (in terms of retail sales, excluding water purification) has increased from US $177.89 billion in 2016 to US $207.99 billion in 2019, with an annual compound growth rate of 3.5%. It is estimated that the global small household appliance industry will maintain a growth rate of about 5% ~ 6% in the future, reaching US $209.72 billion in 2021.

Globally, China has become the world's largest producer and consumer of small household appliances, and has formed leading industrial chain clusters such as the Pearl River Delta cluster, the Yangtze River Delta cluster and the Bohai Rim cluster, with a large number of products exported abroad.

With the improvement of per capita disposable income and the upgrading of consumption concept of Chinese residents, the demand of Chinese consumers for small household appliances is also increasing. There are many kinds of small appliances in urban residents' kitchens. Small appliances such as cooking machines, breakfast machines and electric stewing cups can always be found. Under this consumption trend, China has also become the world's largest consumer of small household appliances. According to the data, the retail volume of small household appliances in China in 2020 was 7192.7 million, 39.34% higher than that of the United States, the second largest consumer of small household appliances.

The market prospect of the small household electrical appliance industry has attracted the crazy entry of capital, including the share of traditional household electrical appliance enterprises: SUPOR, Midea and Jiuyang. New entrants have also emerged to compete for the battlefield. Among them, Xiaoxiong electrical appliance has made rapid progress all the way and become the dark horse brand of "the first share of small household electrical appliances" with creativity.

It's hard to be popular on the Internet
Whether it is the predecessor "Xiaoxiong electric appliance" or the latecomer "Beiding", domestic small household appliance enterprises are well versed in the way of "winning the world for young people". Starting from the preferences and needs of young people, they seize consumers with high appearance and become "online Red" products.

Domestic small household appliance enterprises are keen to focus their research on creating beautiful and popular models. They mainly focus on cute or fresh product design styles, or pink or elegant colors, which not only bring a sense of science and technology to the kitchen, but also add beauty and fully interpret the function of "small and beautiful" of small household appliances.

In addition, enterprises focus on product iteration. Taking Xiaoxiong electric appliance as an example, in addition to the main products egg boiler and yogurt machine, more than 100 new products are launched every year, almost one new product can be launched in an average of three days. Baby hairdressers, electric wine bottle openers, etc. can be seen in "new products". The purpose of rapid update is to maintain the purchase desire of young users.

In the Internet age, small household appliances should not only strive for beauty, but also strive for marketing. Kwai hung, vibrato, fast tiktok, B station and other popular social platforms can see the publicity of small household appliances. Not only is the "use report" fully rolled out, but also caught the express train of live broadcasting and goods.

The popularity of small household appliances is inseparable from the rise of e-commerce. It can be said that small household appliances have caught up with the dividend era. With the help of online live broadcasting and platform marketing, the initiative of small household appliances has a subtle impact on consumers' living habits and even quality of life.

For products, easy operation, easy cleaning, portability, small size and high appearance value are the key requirements, and the product function itself, based on the domestic factory system that has been mature for many years, enterprises only need to undertake the integrated R & D at the product form level, not the breakthrough demand at the hard core technology level. Tianyancha data show that less than 2% of small household appliance enterprises have patent application information; Among the patent types, nearly 8 have become utility models, and the type of invention is less than 2%.

It's easy to be popular, but it's hard to be popular all the time. For brands, good products should take into account both practicality and high quality. Brands must strengthen product R & D to meet user needs and solve user pain points. In the post development period of serious homogenization of small household appliances, product R & D and product quality are the key to "long-term popularity".

How can we continue to "burn"
Recently, Jihai technology, an intelligent hardware enterprise, announced that it had obtained a round of financing of tens of millions of yuan, and completed the second financing within half a year. Jihai technology's move shows that the small household appliance market has been favored by more enterprises.

Founded in 2017, Jihai technology is a consumer electronics enterprise with independent design, R & D, production and sales capabilities. Its representative products are floor sweeping robots, intelligent cleaning small appliances and mu6 ring air headphones favored by young people. Home cleaning has become the core scene of the company.

Relevant data show that in the first July of this year, the retail sales of domestic kitchen small appliances decreased by 9.7% year-on-year, and cooking small appliances were gradually saturated. Industry analysts believe that last year's "housing economy" + the stimulus of the epidemic, small kitchen appliances developed rapidly, and returned to normal this year. Under the sub categories, the sales of kitchen just needed products such as rice cookers and electric steamers fluctuated less. However, some enterprises mainly engaged in small kitchen appliances began to take precautions and seek personal care and life products in the hope of achieving marketing growth.

From the perspective of consumption trend, consumers have gradually changed from the past demand for core small household appliances to the pursuit of improving life happiness. Taking household cleaning products as an example, in the first September of this year, the offline market scale of cleaning appliances (excluding sweeping robots) increased by 14.31% year-on-year, of which the sales of floor washing machines increased by 21.1% year-on-year, which is the category with the fastest year-on-year growth in sales. In the first half of the year, the well-known brand kovos had a revenue of 5.36 billion yuan, a year-on-year increase of 123.11%, and a net profit of 850 million yuan, a year-on-year increase of 543.25%. In August this year, stone technology released an intelligent double scrubbing machine to break into the market.

In the post epidemic era, consumers' advanced demand is products with their own health attributes. It can not only get rid of the pressure of housework, but also ensure cleanliness and health. The vitality and development prospect of clean small household appliances can be seen. If small household appliance enterprises want to continue to "burn", they must seize the opportunity to transform. It can be predicted that a new round of competition will appear in household cleaning appliances, personal care and beauty appliances, baby appliances and other products in the future.