Small household appliances refer to household appliances other than high-power output appliances, which occupy relatively small power resources and have a small body volume, mainly including food cooking appliances, cooking appliances, home environment appliances, personal care appliances, etc. This year, with the outbreak of the "housing economy", more young people are keen to buy small and personalized emerging small household appliances. As a result, small household appliances in the provincial capital electrical appliance market have jumped to the mainstream of consumption.

In the era of intelligence, we can find an endless stream of innovative electrical appliances equipped with key core technologies and disruptive technologies. Folding screen mobile phones and full screen mobile phones continue to break through the "video" industry and create a strong performance future; Fresh air conditioning, district washing machines, low sugar rice cookers, etc. lead the new healthy fashion; Home projection, noise reduction headphones and high-end notebooks are at the top of the recycling performance... These new electrical products and new categories accelerate the "breaking circle", inject fresh blood into the electrical industry, and let everyone find their own "true love".

At the same time, as the younger generation has gradually become the main force of consumption, the electrical appliance industry has entered a new wave of consumption upgrading, which also gives birth to more new consumption trends. This year, small household appliances with high quality, high appearance value, high cost performance and green and healthy life have become a new trend in the development of the provincial capital household appliance market.

Household appliances and small kitchen appliances are most favored by consumers
Breakfast machine, health pot, coffee machine, juicer, floor sweeping robot... When you enter Beiguo electric appliance, you will see the colorful and different shapes of small household appliances. This year, Beiguo electrical appliances, personal care small appliances, kitchen health care and health cleaning products ushered in a wave of high growth.
Zhou Li, manager of kitchenware branch of Beiguo electric appliance business department, said that the sales scale of small household appliances of Beiguo electric appliance will reach 200 million in 2021, the customer unit price will increase by about 9% year-on-year, and the sales proportion will be the same year-on-year. Household appliances and small kitchen appliances still account for the largest proportion. There is a significant rise in small household appliances, such as clothes dryers, floor washers and dishwashers.

It is reported that due to the awakening of personal health awareness caused by the normalization of the epidemic situation, the market segmentation and mining of small household appliances to a single specialty is an important reason for the best-selling of such commodities.

Zhou Li believes that the development of the national small household appliance industry is changing from category war to scene war, and new species of kitchen and balcony scenes emerge one after another. In the face of many uncertainties, breaking the consumption mode of inherent categories, looking for a growth curve in the stock and building a home experience consumption scenario will become the new normal of household appliance consumption in China.

With the growth of "generation Z", that is, the growth of people in the new era, the aggregation form of users is constantly changing. Based on different value cognition such as "ancient country tide", "secondary element", "soft sprout" and "exquisite poverty", a unique circle economy is taking shape. Correspondingly, based on the original basic demands of intelligence, health, fashion, convenience and killing, interest behaviors such as appearance value and house will also have a far-reaching impact on the development of small household appliance industry.

Small household appliances are loved by many young people
This year, the small household appliance industry has entered a diversified, refined and intelligent innovation and development stage. High quality, high appearance value, high cost performance and healthy life have become a new trend in the development of the small household appliance industry.

In Hebei Gome, air fryers, vegetable cleaners, breakfast machines, floor sweeping robots, air purifiers, electric kettles, heated lunch boxes... These small and personalized emerging small household appliances have actually improved consumers' happiness. They not only have a beautiful appearance, but also small and practical. It has set off a new trend in the "Z generation" consumer group, which is loved by many young people.

"For example, this air fryer is a good news for dieters. You don't have to worry about over frying chicken wings and French fries, and you can even bake sweet potatoes. You can make delicious and crisp food without frying." Hebei Gome staff said that the more convenient and easy-to-use "one person" small home electric breakfast machine is very popular with consumers, especially school people. You can finish breakfast in a few minutes, Convenient, time-saving and fast. There are also automatic cleaning and wall breaking machines in line with the "lazy economy", convenient and fast ovens and so on, which are the best-selling products of Gome.

Based on the long-term, the growth space of small household appliance market is very large, and there is endless excavation. Relevant staff of Hebei Gome said that Gome is also meeting the needs of consumers, actively exploring new growth points, forming innovation momentum, and providing consumers with more convenient, smarter and more environmentally friendly small household appliances.

"Lazy economy" gave birth to the leap of small household appliances into the mainstream of consumption
In Suning, Hebei Province, with the development of "lazy economy" and "house economy", the integrated suction, drag and washing machine is favored. Hebei Suning staff pointed to a white floor washer and said that on the one hand, more consumers pay more attention to the intelligence, integration and convenience of small household appliances to improve the quality of life; On the other hand, this year's floor washing machine has a high appearance value, which is convenient for no disassembly and washing, and is catching up with direct descent, second kill and gift activities. Therefore, it has become one of the products most concerned by consumers.

It is reported that with the upgrading of consumption and consumers' demand for high-quality household appliances, the sales of vacuum cleaners and hair dryers also increased by 224% year-on-year. At the same time, the micro steaming and baking machine is in line with the mainstream aesthetics of young people, and has multi-function and high cost performance. It is very popular with office workers.

According to the latest "double 11" household appliance consumption upgrading report released by Xinhua Finance and economics, during the "double 11" period, the overall demand trend in the field of home appliance decoration is to pay more attention to high-end quality, lazy convenience, one-stop purchase and scene experience.
The data show that the sales of online and offline high-end household appliances of Suning Tesco increased by 186% year-on-year, and the sales of integrated household appliances such as washing and drying, steaming and baking and dragging and washing increased by 215% year-on-year. The "lazy economy" has promoted the intelligent control of household appliances to become the mainstream of consumption.

Future development:
"Fast" life gives birth to more high-quality and high-value small household appliances
Recently, Jingdong electric appliance, Jingdong consumption and Industrial Development Research Institute and Xinhuanet big data center jointly released the new consumption report of China's electrical appliances in 2021, which has a multi-dimensional insight into the development trend and consumption trend of China's electrical appliance industry in 2021.

The report pointed out that with the growth of new products, with the continuous growth of personalized and scene segmentation consumer demand, electrical innovation products represented by floor washing machines, household projection, noise reduction headphones, high-end notebooks, folding screen mobile phones and super flash charging mobile phones have also ushered in a new round of outbreak. Taking the floor sweeping robot as an example, according to JD's data, "sweeping and dragging robot", "integrated washing and dragging machine" and "floor washing machine" continue to be hot search words under JD's household appliance category. In the first three quarters of 2021, the sales volume of JD's "sweeping and dragging robot" increased by more than 75% year-on-year, and the consumption amount of floor washing machine in tier 3-6 cities accounted for more than 60%, Relevant categories continue to carry out intelligent upgrading to continuously improve the user experience.

According to the analysis in the report, under the tide of consumption upgrading, consumers' demand for personalization, comfort and convenience is increasing day by day. The domestic consumer market as a whole presents a fast-paced state, and consumers pay more and more attention to "fast" life. Therefore, small household appliances are favored by young people.

It is not difficult to see that small household appliances with high quality, high appearance value, high cost performance and green and healthy life have become a new trend in the development of electrical appliances. On the one hand, driven by the demand for consumption upgrading, small household appliance enterprises continue to optimize and upgrade their original products, and the design of small household appliance products is developing in the direction of modern concepts such as high quality, high appearance value and healthy life; On the other hand, with the post-80s and post-90s gradually becoming the main force of emerging consumption, consumers have a stronger willingness to buy small household appliances with high cost performance, high quality and high reputation. The integration of elements such as high quality, high appearance value, high cost performance and health has become a new trend in the development of small household appliance industry.

With the classification of consumption, the positioning of small household appliances is further differentiated, and cost-effective small household appliances will become the mainstream products. Consumption classification represents the preferences of consumers in different circles. The mainstream population still prefers cost-effective products. The main sales volume in the overall market of small household appliances is still concentrated on cost-effective products. In the future, small household appliances with high cost performance will be more capable of seizing market share.

Industry analysis:
The small household appliance industry has ushered in a golden development cycle
Recently, the 2021 China home appliance technology conference small appliance professional technology branch hosted by China home appliance association was held. Zhu Jun, vice president of China Household Appliances Association, delivered a speech at the meeting. University researchers and industry technical experts gathered to conduct in-depth discussion and exchange on the relevant trends and technological development of small household appliances industry.

Zhu Jun said that with the accelerated evolution of the demand side consumption upgrading trend and the accelerated intergenerational changes of consumer groups, as well as the innovative changes of supply side products, channels and marketing, coupled with the catalysis of the epidemic last year, the small household appliance industry has ushered in a golden development cycle.

He pointed out that in addition to quality issues, health issues are also the focus of attention in the post epidemic era. Many small household electrical appliances have been explored and studied in this direction, and the sterilization function has even become the standard configuration of household electrical appliances.

According to relevant statistics, the current "home economy" and "lazy economy" have spawned the emergence of more high-frequency and beautiful small household appliances. Whether it is cooking food, doing housework or relaxing body massage, people are really beginning to spend more attention on improving a better life, and the quality consumption upgrading of small household appliances is accelerating in an all-round way. The fast-paced modern living environment makes consumers have a more intuitive understanding of "efficiency improvement". Consumers pay more attention to the functions of small household appliances and focus on the efficiency improvement functions such as "remote" and "intelligent".

To this end, industry insiders said that the future development of small household appliances is bound to be more energy-saving, more environmental protection, more intelligent, safer and smaller.