Why can't the small appliances be sold?Show social or play innovation

Zhongxin Jingwei, September 9th (Sun Qingyang) According to Ai Media's consultation data, the size of the small home appliance market increased from 62 billion yuan in 2016 to 155.7 billion yuan in 2021. However, the growth rate has slowed down in the past two years, especially in 2020, and it has fallen sharply. Experts said that due to the impact of the epidemic, the small home appliance market has an extremely saturated trend, and at the same time, it is also facing the actual problems of rising raw materials and costs.

Why can't the small appliances be sold?

"In the past few years, small appliances have experienced a period of golden growth. Compared with traditional home appliances, the growth of small appliances has been explosive, and it has also spawned many emerging categories. Changlu Blade Bo said.

"The small home appliance market has been seriously affected by the epidemic in the past two years." Liang Zhenpeng, a senior economic and industrial observers, said that small appliances are no longer an emerging market, "have been bought," and they have been extremely saturated, so the growth is very slow; The raw materials of home appliances have continued to rise, including copper, steel, aluminum -plastic, and chips, making production costs high. Many consumers are sensitive to prices, which also affects sales.

Zhu Hualei, a senior investment consultant of Jufeng Investment, analyzed from the industry market. "" The performance is not as expected to superimposed the industry, and the growth of the home appliance industry has been tested.

The more important thing than social is innovation

Unlike traditional appliances, small appliances pay more attention to social requirements on the sales side. Will this weaken practicality? Lu Blade Bo said that small appliances can be divided into two categories: one is the relative edge of the function, but the face value is high, the design is good, and the social attributes are relatively strong; the other is a practical type, such as kitchen and small appliances.

"There are only a few Internet celebrity small appliances, such as emerging air frying pots in recent years, such as a certain social attribute, but most small appliances must first meet the rigid needs. Wall machine and so on. "Liang Zhenpeng said.

"Because it is free of installation, easy to distribute, it is not durable consumer goods, and does not need to experience offline experience. The characteristics of small home appliances also determine that its channels will be based on e -commerce." Facing the current popular small home appliances live broadcast and cargo, Lu Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, Lu, and Lu. Blade waves said that with the help of online channels and traffic, it is easier to open sales. However, a problem with live broadcasts is that it is easier to generate impulse consumption, so many Internet celebrity appliances are later labeled with "IQ Tax", and even a lot of negative evaluations will inevitably affect the overall industry as a whole Beauty development.

Lu Blade further emphasized that compared with traditional home appliances, small appliances basically attached to everyone's electricity brands, but from product research and development to marketing channels and promotion models, it has undergone tremendous changes. For small appliances, innovation is the most important. Whether it is a product or a marketing side, it is possible to create explosive models.

The industry's performance is weak, and it will face the challenge

In the first half of the year, the small home appliance industry performed well. Whether it is Supor and Jiuyang two traditional enterprises, or small players such as Bear Electric, Beiding, and Eshida, their performance has shown a weak trend. The general data of Ovi Cloud Network (AVC) showed that in the first half of 2022, the retail sales of small appliances decreased by 4.9%year -on -year.

Among them, Jiuyang's revenue of revenue in the first half of the year was doubled year -on -year; Supor's revenue in the first half of the year was 10.3 billion yuan, a year -on -year decrease of 1.05%; Beiding's net profit fell 54.95%year -on -year in the industry.

The financial report shows that the sales cost of Little Bear Electric in the first half of the year was 309 million yuan, an increase of 25.48%year -on -year, accounting for about 16.72%of the total revenue. Under the increase of 25.48%of sales costs, the revenue growth rate was 13.15%, and the sales cost was nearly doubled.

"Home appliances are mainly affected by the real estate industry and export factors. From the perspective of real estate data in the first half of the year, the domestic real estate industry prosperity has declined year -on -year compared with last year. At the same time, due to the domestic and foreign epidemics and export data, both home appliance exports have fallen and both have declined. The prosperity of the home appliance industry, "Zhu Huaye said.

"Since March, the epidemic has repeatedly put pressure on the small home appliance industry, and the demand for small appliances with attributes is difficult to release; followed by the high price of raw materials, bringing a lot of cost pressure to the operation of the enterprise and compressed profit space." In response to the main cause of the industry, Xie Login, a senior investment consultant in Jufeng Investment Consulting, gave three analysis from the weak performance of the performance: the economic growth rate slowed down, and the consumer demand could not be raised; Bring cost end pressure.

What challenges will overseas markets face in the future? According to Zhu Huaye, overseas markets are mainly affected by relegation consumption caused by high inflation and economic recession. At the same time, trade barriers are also the main cause of affecting the export of the home appliance industry. For investment, it should be focused on the domestic consumer market. It is mainly a structural opportunity for policy stimulation to stimulate consumption, such as home appliances to the countryside and the home appliance consumer market space brought by the old replacement.

At the same time, Xie Login believes that overseas markets will bring several challenges to small home appliance companies: one is the competitiveness of brand value; second, the control of logistics costs; third, the risk of foreign policy protection barriers.

In short, for small home appliance companies, a short -term game should be replaced from a long -term perspective. The integrated trend of the home appliance industry chain is still the core advantage of Chinese home appliance companies. Small appliance companies with relatively advantages should work hard to enhance global share. With the long -term economy, Only when recovery and recovery can companies better be based on the global market. (Zhongxin Jingwei APP)

This article is original by the Sino -Singapore Jingwei Research Institute, and the copyright of the Sino -Singapore Jingwei. Without written authorization, no unit or individual may be reprinted, extract or use in other ways.

Editor in charge: Wang Lei

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