Compared with last year's hot, this year's kitchen small household appliance market is somewhat deserted and lonely. Recently, a number of listed enterprises of small kitchen appliances have published three quarterly reports, with mediocre performance. On second-hand trading platforms such as idle fish and Zhuanzhuan, small kitchen appliances have become idle disaster areas. With the market of small kitchen appliances gradually entering a saturated state, coupled with the impact of factors such as the rise in the price of raw materials and the environment of power and production restriction this year, where should the market of small kitchen appliances go?

The third quarterly results of many enterprises are flat, and the growth of kitchen small household appliances market is weak

According to the data of abosin.cn, from January to September 2021, the cumulative total data of all channels showed that the retail sales of small kitchen appliances (electric rice cooker, induction cooker, electric pressure cooker, soybean milk machine, wall breaking machine, mixer, juicer, electric kettle, frying and baking machine, electric steaming stew pot, health pot and desktop as a whole) totaled 41.93 billion yuan, a year-on-year decrease of 12.2%; The retail volume was 182.868 million units, a year-on-year decrease of 10.6%. The report on China's home appliance industry in the third quarter of 2021 prepared by the national home appliance industry information center also shows that the domestic kitchen small appliance market shrank as a whole in the third quarter, especially due to the high growth last year, the sales of kitchen small appliances have not returned to normal. Insiders are also cautious about the promotion of small kitchen appliances brought by the festival promotion. Abosin.cn predicts that the sales scale of small household appliances promoted by the double Eleventh National Congress in 2021 will be 6.32 billion yuan, a year-on-year decrease of 2%.

From the three quarterly reports released by various kitchen small household appliance enterprises, the kitchen small household appliance industry is also under the pressure of weak growth.

SUPOR's third quarterly report shows that in the third quarter, Supor realized an operating revenue of 5.231 billion yuan, a slight increase of 2.22% year-on-year; The net profit attributable to the parent company was 375 million yuan, a year-on-year decrease of 9.40%.
According to the third quarterly report of Jiuyang Co., Ltd., the operating revenue of Jiuyang in the third quarter was about 2.288 billion yuan, a year-on-year decrease of 9.35%. The net profit attributable to the shareholders of the listed company was about 212 million yuan, a year-on-year decrease of 6.42%.

According to the third quarterly report of Ashtar, the main revenue of Ashtar in the third quarter was 897 million yuan, a year-on-year increase of 12.07%; The net profit attributable to the parent company was RMB 15.8154 million, a year-on-year decrease of 383.05%;
Emerging kitchen small household electrical appliance enterprises also changed the trend of sharp increase in revenue and profits last year. The third quarterly report of Xiaoxiong electric appliance showed that the company's revenue in the third quarter was 731 million yuan, a year-on-year decrease of 6.29%; The net profit attributable to the parent company was 49.965 million yuan, a year-on-year decrease of 26.25%.

According to the third quarterly report of Xinbao Co., Ltd., the company's main revenue in the third quarter was 4.06 billion yuan, a year-on-year decrease of 0.25%; The net profit attributable to the parent company was 281 million yuan, a year-on-year decrease of 41.45%.

From the performance of several major kitchen small household electrical appliance enterprises in the third quarter, almost all of them are in the trend of declining revenue and profit. Even if SUPOR and Ashtar have increased revenue, their net profit is still in a sharp downward trend. Behind this is the disappearance of the red profit of the "home economy", the continuous rise in the price of raw materials and the impact of the appreciation of the exchange rate on their export business. In the third quarterly report, Supor's net cash flow from operating activities in the first three quarters was 568 million yuan, a year-on-year decrease of 7.36%, and Jiuyang's net cash flow from operating activities in the first three quarters was - 460 million yuan, a year-on-year decrease of 154.97%; The net cash flow from operating activities of Xinbao Co., Ltd. was - 56.83 million yuan, a year-on-year decrease of 104%, and each company was under obvious pressure.

The reason for the weak market growth of the kitchen small household appliance industry is caused by many factors. The researchers of small household appliances, a third-party data organization, said that "under the background of increased penetration, high base and low demand, the whole kitchen small household appliance market has shown negative growth both online and offline. From 2019 to now, the industry has shown a" sharp freeze "to The current situation of "thawing" and "quick freezing" is that the current small household appliance market still faces many uncertain factors in the future, such as rising prices of raw materials, rising costs, difficulties in innovation, and difficulties in stimulating consumers to update and iterate. "

The idle rate of small kitchen appliances is high, or they can develop in the direction of high-quality and integration

Questmobile's 2020 brand marketing insight report on small household appliance industry shows that in terms of APP end use time, the use time of small household appliance crowd in idle transaction applications has been second only to traditional comprehensive e-commerce applications. On second-hand trading platforms such as idle fish and Zhuanzhuan, kitchen small appliances are idle everywhere. Some analysts pointed out that due to repeated functions, the kitchen small appliances with high idle rate include air fryer, noodle machine, breakfast machine, electric cake pan, electric cooker, soybean milk machine and wall breaking machine... In short, Taobao is popular, recommended by the anchor Many kitchen appliances under the banner of improving the quality of life, such as xiaohongshu, are idle disaster areas.

There are various reasons why small kitchen appliances are idle. In the random survey conducted by the reporter, there are soybean milk machines, ovens and coffee machines idle because they "don't have time to beat drums", ice cream machines and egg cookers bought on impulse by "selfie", as well as wall breaking machines and blenders that "cleaning is troublesome", which become "eating ash" once or twice after they are bought back Products.

In addition to small kitchen appliances such as rice cookers and electric kettles, now small kitchen appliance enterprises continue to dig deep into the long tail sub category, and these small kitchen appliance products often do not have the characteristics of just need. In addition, small kitchen appliances are updated quickly and homogenized seriously. Enterprises often pay more attention to marketing to create "hot models" and ignore the continuous innovation and R & D of technology, After users feel dissatisfied with using it once or twice, they start to idle, which does not form user stickiness.

The small appliance researcher said, "Due to the diversification of use scenarios and the fine differentiation of users, the number and types of kitchen small appliances are increasing, and the subdivision also makes the function more single, which makes idleness a common phenomenon. Some small appliances that are not just needed in the kitchen are not used frequently, and occasional use is also essential. Therefore, for the disadvantage that a large number of kitchen small appliances are idle after they are bought back In the future, enterprises can develop high-quality products of just needed household appliances and integrate secondary just needed household appliances. "

A fact that can not be ignored is that the quality of small kitchen appliances is still uneven. In August this year, the Beijing Municipal Bureau of market supervision and Administration reported that it carried out quality supervision and random inspection on small household appliances produced and sold in Beijing, and found that 18 groups of small household appliances were unqualified. Among them, Juicers, electromagnetic stoves and other products sold in stores such as Wal Mart, Yongwang and Carrefour were unqualified Qualified. Recently, according to the provincial supervision and random inspection results of the quality of electric cooker / multi-purpose cooker products in 2021, Shandong market supervision and Administration recently showed that the quality inspection of three batches of products did not meet the requirements of relevant standards, involving major brands such as Zhigao and Changhong. Recently, there have been several recall announcements of kitchen small household appliances, and three enterprises in Zhejiang Yongkang issued recall announcements to recall their multi-functional electric cooker products Products: Wuxi McWay Electric Appliance Co., Ltd. recalled stainless steel electric kettle, and Zhongshan terida Technology Co., Ltd. recalled some ter brand wall breaking machine.
With the upgrading of consumption, users have higher and higher expectations for a high-quality life, especially with the transfer from the living room economy to the kitchen economy, there are still many potential opportunities for small kitchen appliances. Previously, the popularity of a variety of small kitchen appliances such as multi-functional cooking pots and portable cooking cups also reflects users' love for small kitchen appliances with rich functions.

Facing the pressure of the general environment, the future market of small kitchen appliances is still facing growth pressure. Under such a situation, enterprises should start from products and really make small kitchen appliances that users like and love. Maybe it is the foundation that can be based in the future. Although small kitchen appliances are "small" However, the market volume, user demand and potential opportunities contained therein are not small at all. How to make the ultimate destination of small kitchen appliances not "idle fish" is worth pondering in the industry.