In the post epidemic era, the products in the small household appliance market bucked the market and broke the situation. According to Aoyun data, in the first half of 2021, the domestic market retail sales of China's home appliance industry totaled 380.53 billion yuan, a year-on-year increase of 13.1%, of which the rapid growth of emerging home appliance categories (cleaning appliances, personal care small appliances, kitchen intelligent small appliances, etc.) has become a key driving force for the structural adjustment of the home appliance industry.

Public data show that at present, the average number of small appliances owned by a single family in China is 9.5, and there is still huge room for growth compared with the average number of 20 small appliances owned by European developed countries. Whether in terms of market scale, per capita ownership and the number of subdivided categories, it proves the "blue ocean" attribute of "small household appliances".

Also because of the great attraction of market development, small household appliance brands (especially domestic brands) have sprung up. Relevant data show that by the end of 2020, 150000 small household appliance related enterprises have been added in China, and the number of small household appliance enterprises that have disappeared in the same period is not a small number. We can imagine the fierce competition on this track.

After the explosive growth, the era of "card competition" in the small household appliance market is coming. It can also be said that the small household appliance industry has begun to "roll in".
If small household appliance brands want to stand out in the crowded track, they can not simply take a few special machines and new products to seize the market. In fact, many small enterprises have been forced to give up before they really get tickets in the competition. Next, we should face the needs of users and focus on product quality and innovation.

In terms of the current situation of the industry, at this stage, the personal care small household appliance industry is trying to transform to high-end and intelligent, but what is the outlet on the road of transformation?

1、 Trend of high-end development of Gehu small household appliances
Channel reform has created an explosive growth of personal care small household appliances. The expansion of market scale also makes the subdivided categories more diversified. "Dyson hair dryer", as a "high-end product", its network explosion degree gives a lot of small household appliance enterprises confidence in high-end transformation.

But this is actually just an appearance. More reasons come from "new consumption upgrading". From the perspective of users, the younger generation of consumers are willing to "liberate their hands" with machines and pursue higher work efficiency. As young people of generation Z, their consumption concept is relatively new, their consumption preference pursues the trend, highlights their personality, and aims to improve their quality of life.

These are consistent with the natural attributes of exquisite appearance and rapid iteration of small household appliances, and also give high-value products living space under the background of the growth of the overall market scale.

All high-end small household appliances rely on the quality cognition of "pursuing a better life" in the new era. According to the law of market development, the author believes that the trend of high-end transformation of Gehu small household appliances is actually caused by two aspects:

First, the "beauty economy" and "self pleasing economy" continue to heat up. Take the hair dryer necessary for hairdressing as an example. Hair dryer is a necessary small household appliance at home. In the era of traditional appliances, the core demand of hair dryer is to dry hair. However, with the development of science and technology, people's demands for hair dryer are no longer limited to this, and put forward the upgrading demand of "quick drying + hair care". Driven by consumption, the core technology of hair dryer has been upgraded. The low-temperature quick drying hair dryer first launched by Dyson has opened the box of black technology in the hair dryer industry. Technologies such as negative ion water ion nourishment and high-speed negative ion have been applied to hair dryer, such as collagen hair care, blue light radiation protection Caviar hair care and other emerging new concepts constantly refresh the scientific and technological content of products. Under the consumption concept of "beauty is justice", on a small hair dryer, there are a wide variety of shape design and color design.

Second, the market scarcity of "high-end products". For a long time, the small household appliance industry has been aiming to meet the basic living needs, and its positioning and price are relatively close to the people. Relatively speaking, the number and types of high-end products are scarce. In addition, the popularity of "Dyson hair dryer" is out of the circle. At the network level, small household appliances have opened the "social attribute", which is an important territory that can add value and premium to products. It is also another important reason why small household appliances can turn to "high-quality" and "high-end" development.

Gehu small household appliances take the "high-end" development route. If the brand wants to stand out, it needs to further shape the "brand power".

2、 On the "high-end development" of personal care small household appliances from the perspective of "joint IP"
During the research, the editor of abosin found that some emerging domestic brands are doing one thing: CO branded IP.
Take the hairdressing category of personal care brand as an example. Search for "co branded hair dryer" in the little red book of grass planting community. The first four users displayed on the search page share four domestic brands: Zhibai, sushi, Aiyou and airfly.
Different brands explore different areas of "co branded IP".

Personal care brand bluntly launched the latest hairdryer jointly with China Aerospace.

The joint names of two hair care brands and China Aerospace seem to be two unrelated fields, but in fact, the joint cooperative relationship can show that the two sides are similar in some aspects. This core is actually reflected in the scientific and technological nature of the hair dryer. It is understood that this hair dryer is the first LCD high-speed hair dryer in the industry. It breaks through the use of intelligent LCD digital panel, which can accurately grasp the wind force. Its silver white body painting draws lessons from the future space station. The accurate digital panel is inspired by the astronaut mask, and the overall design is also full of a sense of science and technology.

As we all know, 2021 is the first year of China's Aerospace Science and technology. On June 17, the Shenzhou 12 manned spacecraft took off, and the Chinese people have their own space station. On October 16, the 13th manned spacecraft took off and sent three astronauts into space. There is no doubt that the hard power of Aerospace Science and technology has stimulated people's interest in scientific and technological exploration and national pride. Projected on the added value of a series of products, each joint product related to aerospace IP includes national support for the aerospace industry.

Airfly brand takes a relatively luxurious route. It launched a hairdryer jointly with Porsche, known as "caviar hairdryer". A cross-border joint brand of automobile brand and hair dryer brand. Their cross cooperation lies in design. The promotional selling point of this product is that the hair dryer design is designed by the Porsche Design team. The point shared by users is that they can't afford a Porsche. It's OK to buy a Porsche in the hair dryer industry.

Some brands choose to associate with trend culture and art culture, such as sushi and Van Gogh's joint brand series, worry and super tide brand, etc.

In fact, "co branded IP" is a very common brand marketing method. Its starting point is a business behavior that brands use relevant IP to shorten the distance with consumers and improve brand awareness according to consumers' interests and preferences.
With the help of the content value of IP, the brand can enhance or reconstruct the cultural connotation; Create more potential purchasing power with the help of IP's own traffic. Brand and IP co branding can also break consumers' stereotype of the brand to a certain extent.

The final goal of joint "IP" is "1 + 1 > 2", rather than the superposition of two brand logos. The starting point for small household appliance brands to adopt "joint IP" is to realize the value increment at two levels:
First, technological value. Small household appliances are essentially subordinate to household appliances, and their core change is still reflected in science and technology. However, realistically speaking, the access threshold of small household appliance technology is low, and high-end technology is still in the state of R & D. In terms of hairdressing small household appliances, at present, the two important technologies mainly included in high-end products are high-speed, water ion and constant temperature hair care technology, which are not difficult to overcome.

The technological innovation of many brands is actually reflected in the direction of enhancing user experience. For example, some brands can intuitively display temperature and wind speed by setting LCD screens on hair dryers. These are actually some icing on the cake technologies. By looking for IP with equivalent value, such as the successful joint name of Zhibai brand and China aerospace, the scientific and technological value behind IP belongs to the domestic top 1. Being able to win this joint name also proves that the technology of the brand itself has been recognized by the other party, which will undoubtedly enhance consumers' recognition of the scientific and technological content of the brand.

Second, brand value. From the perspective of consumers, they are used to positioning the value of the brand with the background culture of brand spokesperson and joint IP. Strong alliance is the basic consensus. Cultural confidence allows consumers to choose products. Similarly, products will usher in higher brand value because they are widely selected.

At this stage, young consumers are still the smartest consumers. They don't buy any cheaper if they don't meet their consumption concept. As long as they meet their consumption concept, they are willing to pay for the higher brand premium.

At present, the most lacking thing in the small household appliance industry is brand building, especially for emerging brands, the time to enter the market is not long, and they are mostly buried in making products in the early outbreak period. At this stage, the market competition is fierce, and the premise of making products more high-end must be that the brand value can stand and realize the mutual reflection of brand and products.

3、 How does Gehu small household appliance brand become a "high-quality product" and create a "high-end domestic product"
From the "card competition" of Gehu small household appliances, it is a good way to use "co branded IP" to shape the brand value orientation and brand culture on the road of high-end transformation. But this form is not a long-term solution.

For the real "domestic high-end" boutique small household appliances, from the development track of the head brand, the final competition in the market driven by quality consumption is the core technology.
Of course, how to make your core technology be seen, accepted and liked by more people is also an important thing.

How to make "high-quality products" and shape "high-end domestic products", the author believes that we still need to start from two aspects of "science and technology core" and "brand culture":

(1) Technology is still the first competitive factor. Technological innovation is still the first competitive factor of small household appliance brands. Even if an enterprise has competitive technology, it can be directly promoted to the head. In the hair dryer Market, Dyson is because of its proprietary core technology motor. This ultra-high speed digital variable frequency motor with improved structure was first used in handheld charging vacuum cleaners. The application of this technology shocked the whole industry when it was released. The speed of this motor can reach 107000 rpm, which is 3-4 times that of traditional motor. Moreover, the improved motor greatly reduced the size and was applied to the hair dryer, which caused a technological revolution in the hair dryer industry. The application of this motor makes Dyson hair dryer small in volume and large in air volume, and has a particularly good sense of user experience, thus obtaining high reputation and high premium. In fact, Dyson has nearly 10000 patented technologies, including 1000 + patents for digital motors. It is hard for domestic brands to forget their necks.

(2) The precipitation of brand culture is also necessary for the development of domestic brands. The achievements of "China Space Station", "China Olympic spirit" and "China's anti epidemic" are obvious to all. The young generation of consumers live in such an environment full of national pride. They no longer look up to foreign products and brands, but look down on them. At this stage, "domestic" brand has become an additional item of competitive advantage, but corresponding to it, domestic brands need to export equivalent local culture and aesthetic value, and need to really precipitate brand culture.

epilogue
The upscale trend and scope of small household appliances are becoming wider and wider, but the ultimate source of the development of the small household appliance market is driven by consumers' demand for quality.

For the field of personal protection small household appliances closely related to personal "appearance" (where appearance represents personal charm, including external image and internal), consumer demand is changing to the direction of "quality is king", and products with more sense of technology, design and personalized use experience are easier to be selected.

National strength makes national products strong. The return of cultural self-confidence provides a broad space for the upward growth of domestic brands. From this point of view, brands need to thank the prosperous and increasingly strong great motherland.