The exquisite breakfast in the circle of friends is the masterpiece of the breakfast machine. The fried chicken legs at the weekend party are made by the air fryer. The clean and tidy room is inseparable from the credit of the floor sweeping robot... Unconsciously, small household appliances have entered people's life as a home office artifact, especially favored by the post-90s, post-95s and even post-00s.

Novelty products once seized the limelight of the market

The rise of housing economy, single economy and lazy economy has brought opportunities to the small household appliance industry. The impact of the epidemic also provides development conditions for small household appliances. Big data delicacy, tiktok and other social App on the social data show that DAU (daily active users) has increased 3 times in terms of grass, food, high value and delicious recipes. Among them, the new releases of grass planting social networking mostly focus on the food, culture and entertainment, sports and fitness, medical health, education and other categories that young people are willing to pay attention to. As a result, small household appliances began to take advantage of the trend to infiltrate into all directions of home life. Coffee machines, floor washers, health pots, yogurt machines, fresh air conditioners, district washing machines, low sugar rice cookers... Money explosion occurred frequently, only unexpected, not impossible.

Statistics show that in the first half of this year, the overall scale of China's small household appliance market grew rapidly, with retail sales exceeding 25 billion yuan. Among them, the sales volume of cleaning appliances reached 119 million, and the market scale reached 13.6 billion yuan, a year-on-year increase of 40.2%. More and more young people are willing to pay for high-quality, high-value, cost-effective, green and healthy small household appliances.

Upgrade consumption and move forward in innovation
Demand determines consumption and consumption drives the market. Traditional household appliances rely on functionality, and the popularity of small household appliances is to win with innovation on the basis of meeting demand.

It has a good appearance and appearance. Young people are willing to believe in "eye edge". In addition to being practical, products with more personalized appearance will "call". The automatic wall breaking machine newly started by my little sister after 00 belongs to the "national tide" section, full of antique design. Her good friend Ling Bo'er bought the pet intelligent feeder for her beloved cat star people, taking the soft cute route, which is super cute.

Meet multi scenario applications. Young people like small household appliances, of course, not only beauty is a bonus. Exquisite, portable and applicable to multiple scenes, it is more in line with the standard of your favorite purchase. For example, the small health preserving teapot can be used at home and in the office. It's simply not too convenient.

New acceleration in FMCG attributes. Different from the durable goods attribute of traditional household appliances, small household appliances are now classified as FMCG. The average period for consumers to replace small household appliances is 1 ~ 2 years, or even shorter. The technical barriers of small household appliances are often not high and are easy to be imitated. Therefore, many enterprises have to improve the new speed.

When "surprise" becomes "disappointment", small household appliances face marketing embarrassment
Small household appliances once completed the small beauty, warmth and fashion of home life. However, once the freshness at the beginning is over, some consumers will find that the small household appliances carefully purchased by themselves are not as easy to use as expected. "This vegetable cleaning machine is not practical at all except it looks good. It was just a hot head when I bought it. Now it looks like chicken ribs." On the free fish platform, many second-hand small appliances such as sandwich machines, milkshake cups and Juicers were sold, and many sellers also marked "new" and "new in the Ninth Five Year Plan".

"One time consumption" and "just good-looking", small household appliances are losing popularity among consumers. Why did once proud small household appliances fall into such an embarrassing situation?

According to expert analysis, the low market net interest rate is not enough to form a scale effect, the low repurchase rate caused by substandard quality, and the decline in sales caused by focusing on marketing rather than R & D are all the pain points faced by the small household appliance market.