The "618" of mobile phone sales, but these consumer electronics categories are sold out ｜ Focus Analysis

The epidemic is just a catalyst for the surge in sales of these categories. The more critical test is how to seize the opportunity of this curve overtaking.

Wen ｜ Qiu Xiaofen

Edit ｜ Su Jianxun

Cover Source ｜ Vision China

As the only e -commerce promotion festival of the year, "618" is also the sales of "barometers" of various categories.

Under the double pinch of the epidemic and low consumption power, the sales of the previous heavy head mobile phones have unexpectedly declined this year. Data show that in the first quarter, the total number of mobile phone shipments in the domestic market was 69.35 million units, a year -on -year decrease of 29%, and the sales level returned to ten years ago.

Although the data in the second quarter was not released, the perception of the mobile phone industry was that "618" could not be the consequences of the mobile phone market.

"618 will definitely bring the peak of the first half of the year, but it is very difficult to raise the overall turning point of Q3 and Q4 by nodes 618, because (decline) is not caused by a certain event, but market development and a series of factors. As a result, an executive of a mobile phone industry said to 36.

In the declined environment, some good news is that during the "618" period, the sales volume of new consumer electronics categories such as VR, projectors, and ground washing machines broke out. According to 36 氪, of these three categories, sales during the 618 period have won last year. The sales of head manufacturers were even several times last year. Some also increased annual sales expectations.

It is not difficult to understand these new consumer goods categories. The epidemic shows the scene of home games, fitness, movie viewing, and office classes. On the other hand, it has lengthened the user's home duration. On the other hand, the demand for outdoor camping has risen.

All new changes have given these new consumer electronics categories. The three -year post -epidemic era is enough to shape new habits and it is difficult to reverse.

36 氪 Recently interviewed industry people in the three categories of VR, ground washing machine, and projector to understand the sales performance of 618. What changes have taken place in these industries in the first half of the year, and how these players have better grasped after catching better after grasping the players. New growth points in the epidemic era.

VR manufacturers to increase sales expectations, increase viscosity is the key

As the opening of the second half of the year, the "618" record of the major VR family manufacturers -employees of iQiyi adventure told 36 氪, "618" on May 31st, the turnover of iQiyi VR for a minute of sale It has surpassed the sales of last year. To this end, the company also raised the expected goal accordingly this year.

Also raising sales expectations is the PICO of bytes. It is reported that PICO's annual shipments were raised from 1 million units to 1.8 million units -equivalent to about 3.6 times the sales in 2021.

In order to stimulate sales to a greater extent, during 618 this year, VR manufacturers have unexpectedly increasing their promotional efforts in their products. Taking Pico as an example, the PICO Neo3 pioneer version has been reduced from 2699 yuan to 1799 yuan, and the price reduction is nearly 1,000 yuan, and games and other gifts are also given away.

VR equipment sales surged during the "618" period. There were two main reasons. From the perspective of the industry, with the rise of the Yuan universe, as well as bytes and Tencent's big fish entering the sea, the VR industry games and video content are rapidly rich. In addition, under the epidemic, most people are restricted, and the demand for home games and sports has increased. The rise in sales of VR products is also expected.

VR all -in -one machine; picture source: official

In addition to rising sales, users are also continuing. Some practitioners told 36 氪 that the previous VR users were more "Pay attention to product parameters, clarity, streaming 'parameter party' players", and this year's investigation and development, family users, young people, and new users are also continuing to surge. enter.

The number of user bases has increased, and the use scenarios are also expanding simultaneously. The aforementioned person stated that VR products have gradually extended from the original most basic game entertainment and movie viewing, and extended to the tools of homogeneous exercise, social, and relatives and friends.

The challenge in front of major VR manufacturers is how to allow these incremental users to extend the use time and stickiness. Take Pico and iQiyi adventure as an example. This year, the "Pickup X Sky, Cashback X yuan" activity has been launched in user operations this year to cultivate user habits with real gold and silver.

The aforementioned employees said that the core measures in the second half of the In the second half of the IQiyica adventure are that in terms of hardware and content, it is necessary to continue to optimize the product experience, digging and introducing good content, so that users are willing to pay for content and film and television content; in addition, users are active in users. After the improvement, cooperate with the community's operating activities and gameplay to strengthen the user's habits and stickiness.

The growth of clean categories has slow

After the epidemic, clean categories have always been a category of riding dust among small appliances. However, some changes have occurred now -Aviyun.com's survey in February this year showed that the overall performance of the cleaning appliance market has weak and slower growth, but the retail volume and retail share on the ground washing machines increased by 83.74%and 93.27%year -on -year , Strong momentum.

Clean categories can be divided into three subdivided tracks: screen sweeping machines, washing machines and electric mop. In contrast, the sweeping machine and electric mop each have the functions of sweeping and mopping the floor, while the wet mop, dry mop, drying, etc. are richer in function and more in line with the clean needs of most people.

In the past two years, a large number of new brands have appeared in the field of grounding machines, including not only everyone, but also small home appliance brands and new players. New players are growing the plates quickly, and the increase has continued to "618". Taking the pursuit as an example, 36 氪 learned that the year-on-year "618" was year-on-year. The overall shipment of the land washing machine category this year was 8-10 times last year. The overall data of Q2 also increased by 3-4 times. More than sales expectations. "

The reason for the outbreak of the ground washing machine is not only because of the characteristics of the product itself, the person in charge of the washing machine told 36 氪 that compared with the scanning machine that requires a higher technical threshold, the industrial manufacturing cost of the floor washing machine itself, manufacturing manufacturing, manufacturing The supply chain process is more mature, and the entry threshold is lower for major emerging brands.

New players are crazy about the city. Some people in the industry told 36 氪 that the current share of the ground washing machine market is the biggest share. It took only two years to run from scratch to the first, but since this year, some of the land washing machine brands of the track ( For example, UWANT, Fang Tai ’s Mibo, etc.), through the way of starting the global traffic," the market share of the new product one month will almost reach the degree of traditional brands to achieve three years. "

Washing machine; picture source: official

However, with the entry of new players, the phenomenon of polarization has also appeared under the category of washing machines.

The aforementioned person in charge stated that the head brands of the land washing machine in previous years are mainly concentrated in the price section of 3K-4K. The main players include Tim Kha, Stone and Pursuing. These players focus on high net worth groups of one to three lines. However, since this year, products with a price segment of 1K-2K and the three-to-six line market have also continued to expand.

At the same time, the new brand has established a foothold through its own subdivided functions, and the land washing machine developed from a single product form to a diversified segmentation function.

With the entry of more enterprises, the marketing investment and technological investment of each brand will become increasingly large. Some people expect that "from the end of this year or early next year, the market share of the top three land washing machines may reach 80%. The market share of 20%of the latter brand melon. " After 618, the dispute over the share of the ground washing machine market just kicked off.

New scenes have emerged, and the projector has a new increase

Under the epidemic, the projector is also a category of direct benefits. IDC data shows that in 2022, the domestic projector market will sell more than 5.6 million units, while only 4.7 million units last year, this year is expected to increase by 20%year -on -year.

During the "618" period, from the perspective of various war reports, compared with the same period last year, there was a better performance- "618" opened on the first day, and Peak Rice sales were 217%of the same period last year; all rice and nuts were also realized The overall channel sales exceeded the news that it exceeded 100 million within half an hour.

The increase in the projector market is mainly from two aspects. Some people in the industry told 36 氪 that in the first half of this year, the focus of each family was 4K projection -the 4K projection market has been relatively small, but from the perspective of consumers Future requirements will be placed on a better projection effect. However, the traditional 4K projection is tens of thousands. How to popularize 4K projection is a key game point.

4K projector; picture source: official

In addition, in the post -epidemic era, the time of home was greatly extended. On the other side, the camping became windy. These new user habits have created new use scenarios for the projector industry.

For example, the demand for online lessons has risen the tablet market, but this part of the incremental increase is also overflowing to the projector industry this year. Some people in the industry said that under the call of "suspending classes", compared with the direct light sources of tablets and mobile phones, the projector is larger and the light source is reflected. Out of the consideration of eye protection, some parents have switched to projection equipment after the eye protection. Essence

The aforementioned industry people told 36 氪 that since the beginning of this year, the market growth of the thousand yuan projector is growing rapidly. Major brands have followed the trend and launched sub -brands that focus on the thousand yuan machine. Products of users and small apartment users.

Borrowing these sub -brands, the projector industry players have expanded subdivision products that adapt to games, online classes, and outdoor camping this year.

In order to cut these subdivided scenarios, related industry standards are being advanced. In February of this year, China Electronics Industry Association and JD.com officially launched the compilation of game projection standards. After the standard boots of the industry are landing, the projector products under these segmented categories will also usher in a new take -off machine.

To sum up, the epidemic has given these new consumer electronics categories a sufficient consumption scenario foundation. However, the epidemic is just a catalyst for sales of ground categories, VR, and projectors. Of course, it is also the reasons for the industry. After taking off, the next key issue in front of these categories is how to fly against the trend more stable and longer under the torrent of the times.

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