Last year, an epidemic broke out unexpectedly in the market of small household appliances such as tableware disinfectors and mobile phones.

Since then, all kinds of small household appliances with big brain holes and attractive appearance have quickly occupied all kinds of home scenes.

Coupled with the upgrading of consumption, after meeting the demand for household electricity, small household appliances covering functionality and enjoyment began to be favored.

At the same time, we also found that many of the small household appliances that let consumers cut their hands constantly sprouted on Taobao and gradually developed into a wind vane of the small household appliance market.
Small household appliances have the characteristics of installation free, small volume and low unit price. Superimposed live broadcasting is popular, and e-commerce naturally becomes the largest sales channel of small household appliances.

Over time, more and more small household appliances have been concerned by the market.

Everyone also began to wonder what new trends will be in the small household appliance industry in the next few years? What are the new opportunities for e-commerce?

Today we'll find out.

1、 Track switching in small household appliance market
Home appliances entered China in the 1980s and are now popular.

Compared with traditional household appliances, the industrial characteristics of small household appliances determine that they have a larger development space.

On the demand side, the rejuvenation of the main force of China's consumption drives the acceptance of emerging categories in the consumer market.

At the same time, under the catalysis of consumption upgrading, lazy economy and epidemic factors, consumers' demand for product quality, ease of use and health is also rising day by day.

Starting from the basic demand, each small household appliance category gradually extends to the subdivided scene and subdivided category.

In terms of scenario, the proportion of China's elderly population has increased in recent years, and the one-child fertility rate is still in the downward stage.

Relying on the current situation, small household appliances strive to open the corresponding market and develop different products for different people to meet their needs.

1、 Silver economy.
With the support of relevant policies, smart elderly care has gradually moved to the front stage. Relevant technology enterprises have accelerated the iteration of smart elderly care facilities, and the market has also given high expectations for smart elderly care.
Silver economy has catalysed several massage appliance brands to create popular models, and Gmv has achieved high growth by quarter.

2、 Single economy.
These people pay more attention to personal spiritual and emotional satisfaction, such as keeping pets and renting houses with projectors, which can improve life happiness.
Single and single renters pursue convenience, and they prefer small capacity appliances.

3、 Lazy economy.
The time of residents engaged in daily economic life is constantly extending, and the demand for releasing non economic life time expenditure by using small household appliances has increased significantly.
Freeing hands and improving efficiency to the greatest extent in a limited time has become one of the main driving forces for consumers to buy household appliances.
These consumers also love smart appliances and smart devices, and know how to lazy in a smart way in their daily life.

In the scene, small household appliances serve a wider range of people. In the future, with the continuous upgrading of subdivided products, the penetration rate will also increase.
This undoubtedly brings new demand to the market and increases the market capacity.

2、 Lean marketing delves into subdivided categories
Looking at the categories, the alternation of new and old in the small household appliance industry is very obvious.
Traditional categories such as color TV sets and air conditioners have declined seriously, and emerging kitchen TVs, household appliances and personal care have performed well.
Especially in recent years, small household appliances are becoming potential products of social e-commerce by relying on their product diversification and functional advantages.

Accordingly, mining the subdivided categories and tracks to meet the personalized and diversified needs of consumers has become the main means for e-commerce sellers to occupy a place in the small household appliance market.
As an e-commerce seller, how important is it to cultivate categories and tracks?

It can be said that no matter how many means are used for new products, such as SEO, through train, etc; As long as it does not do lean marketing, it is difficult to get out of the circle and reach users.
Therefore, with the help of Internet consumption big data, continuous innovation and actively exploring the road of new products and brand rejuvenation are the right way.

Taking "Little Bear", the leading player of creative small household appliances + Internet track, as an example, the company positioned itself as a creative small household appliance enterprise and focused on the long tail subdivision of categories.
By continuously excavating and expanding new long tail product categories horizontally and vertically developing multiple SKUs on a single product, we can enrich and improve our own product matrix.
In terms of brand, the product is defined in the way of "Little Bear".

Launch high value products with rich colors and mellow appearance, improve attraction and recognition, and form a "cute" and "cute" brand image.
And through IP marketing to increase consumer stickiness and build brand barriers.

It is this diversification strategy that helps the company maintain its overall gross profit margin at more than 30% all year round.
The scale of "Little Bear" may not be up to that of ordinary sellers, but there are many places worth thinking about.

In the next five to ten years, the development prospect of small household appliance industry is broad, and the subdivided scenes and categories are only part of it.
Here, in order to facilitate you to have an in-depth understanding of the small household appliance industry, Xicheng E-Commerce Research Institute launched the Research Report - 2021 analysis and Prospect of the small household appliance industry.
By analyzing the situation of home appliance market last year, the report summarizes several major trends in the development of small home appliance market.

With the interpretation version of PPT, the current situation of the small household appliance industry, including the portrait of consumers, the change of single product consumption demand, market development trend and medium power business opportunities, will be explained at one time!