Today, we are in an era driven by digital technology. Under the guidance of the strong wave of "household consumption upgrading" after the ninth five year plan, and under the excavation of strong demand for decoration and quality of small household appliances, the consumption of small household appliances is increasing day by day. Brand marketing planning represented by platform promotion has brought a wave of performance growth. In this motivation, due to the lack of marketing, the emerging small household appliance brands are difficult for consumers to establish brand awareness. In addition, the marketing cost is rising year by year, which brings greater pressure to small household appliance brands.

At present, the homogenization of small household appliance market is serious. In the long run, it is impossible to establish real industry barriers. Customers may buy because of creativity, novelty and high appearance, but only real high-quality products can win the trust of consumers. Moffy, lanbao and other foreign brands take the route of high-end small household appliances, and the average price is higher than the market average price. At present, the small household appliance market lacks domestic high-end brands.

In the historical changes of electricity consumption in the United States, Japan, South Korea and other countries, the development of small household appliance industry has reached a common conclusion: with the improvement of income level, household appliance consumption will shift from functional consumption to high-quality consumption, and the category dominated by small household appliances will become a new consumption direction.

Through analysis and summary, we find that emerging brands mainly do two things: seize new demand and new traffic.

1. Seize the opportunity of consumption upgrading and build a young brand image
Pay attention to the consumption behavior of young groups, grasp the trend in advance with the help of various data platforms, deeply study the changes of consumers' lifestyle and small household appliance market demand, accurately grasp the needs of small household appliance users, and quickly respond to new product R & D and design. Adhere to the Internet thinking, seize the development opportunity of the rapid growth of the industry with high-quality products and perfect after-sales service, collect a large number of user traffic on the mainstream e-commerce platform, make full use of the communication advantages of Internet big data, high efficiency and low cost, and rely on the advantages of developing warehousing and distribution logistics technology to quickly layout online channels, The company has developed into one of the excellent Internet e-commerce enterprises in the creative field of small household appliances.

2. Use the "new process" channel to do high ROI marketing and quickly detonate the sales of new products
Small household appliances have become tools and carriers of high-quality life. In addition to the well-known "urgent need" categories, such as rice cookers and electric kettles, young people are also looking for new categories representing "quality life". In terms of knowledge, the relevant questions of "small appliance recommendation" have been asked more than 8 million times, which is undoubtedly an emerging incremental market.

As the supply of traditional e-commerce has been very rich, once the shelf is too large, there are too many goods to choose from, and the information presented is too miscellaneous, which is not conducive to consumers' decision-making. The sales mode of content and social e-commerce has also changed from shelf active recommendation to active recommendation, which is more conducive to stimulating the new demand for small appliances outside the plan. From the initial graphics, audio and video to today's popular live broadcast, the form of content entrepreneurship is constantly evolving. Therefore, the information richness and interactivity of content e-commerce are becoming stronger and stronger, and the efficiency of "grass planting" and sales transformation is becoming higher and higher.

Hats and clothes ranked first in the commodity ranking, followed by daily necessities and popular handicrafts such as food and fresh fruits. Household appliances and electronic products related to small household appliances also ranked in the bottom 10.

Both traditional and cutting-edge brands have opportunities for further development. Competition is not only the resource endowment and advantage in the past, but also the upgrading and evolution speed in the future. Therefore, for cutting-edge brands, how to use the potential energy obtained by new demand, new channels and new brands to form a diversified channel network, pay attention to the retention and operation of users, strive to be close to "big single products" and strive to break through the growth ceiling is the most important direction of brand marketing planning of small household appliance industry in 2021.