The Development Of Small Household Electrical Appliances Market Is Favored And The Popularity Rate Needs To Be Improved. Small Gifts For Household Appliances Will Be Presented To The 2017 Shanghai Gift Show.

In 2016, the home appliance market was improving as a whole, and sales in winter were not cold.

With the increase of manufacturers' activities in 2016 and the favor of consumers to high-end products and domestic brands, the structure of home appliance market is more optimized.

In recent years, with the constant innovation of technology and the support of national policies, the appliance market has set off a new wave of development.

"On the one hand, foreign products enter the high-end market and their competitiveness increases.

Chinese brands, such as Haier, have been innovating in technology and have been ahead of the world. They have been leading the world in terms of price concessions and mature technology. On the other hand, the national policy supports the good policies to revitalize entities, enterprises, taxes and fees, or are expected to be reduced. Improving the level of manufacturing industry in China has become the fundamental way to improve domestic demand, and the status of household electrical appliance enterprises in the economy is more important. Creating a more relaxed environment is conducive to enterprises to invest abroad, go abroad, and stimulate the development momentum of the industry, so as to promote the industry to high-end and intelligent pformation.

Gao Haijing, an information analyst at Zhuo Chuang, said.

It is worth noting that with the development of economy, consumers' demand for quality of life has increased significantly.

More and more small household electrical appliances enter into daily life, such as rice cookers, microwave ovens, vacuum cleaners, electric kettles, etc. electric cookers and kettles are small household appliances frequently used in daily life.

But more and more small household appliances, such as electric toothbrushes, sweeping machines and water purifiers, are not widely popular.

It is understood that at present, the popularity rate of domestic rice cookers is around 60%, while the popularity rate of foreign markets such as Japan and Korea is 100%.

Electric toothbrushes, sweeping machines, water purifiers and other appliances in the domestic penetration rate is only 5%~10%, but the popularity rate abroad is as high as 80%~90%.

"There are two reasons for this situation. On the one hand, some small household appliances are not necessarily like the TV, refrigerators and washing machines. Most consumers still have a gap in consumption concept with those in developed countries. On the other hand, the domestic small household electrical appliances market is in disorder, and some unqualified products are flooding into the market, and at the same time, the after-sale service is short, which makes consumers less satisfied with the use of small appliances, and the repurchase rate is lower, and the market lacks good reputation.

However, with the gradual attention of the domestic small household appliance market, the market order of small household appliances will be standardized.

With the increase of income and the improvement of consumer quality, the development of domestic small household electrical appliances market is promising.

Liu Jing, an information analyst at Zhuo Chuang, said.

Huicong home appliance network has released an exclusive report on small household electrical appliances industry. The penetration rate in Europe and the United States is over 80%, and the potential of China's market is huge.

In recent years, more and more small household electrical appliances have entered into daily life, such as rice cookers, microwave ovens and vacuum cleaners. Rice cookers are the most frequently used household appliances in our daily life.

But more small household appliances, such as electric toothbrushes, sweeping machines, water purifiers, and so on, some consumers may not have used it or even heard of it.

To promote the development of small household electrical appliances industry, Huicong household electrical appliance network released a research report on small household electrical appliances industry to explore the current development in this field.

In fact, small household appliances are a general term, covering a wide range of products, including purifiers, water purifiers, rice cookers, pressure cookers, electric toothbrushes, microwave ovens, electric ovens, vacuum cleaners, sweeping machines, etc.

Data show that in western developed countries, there are nearly 40 small household electrical appliances per household, while the average household electrical household appliances in large and medium-sized cities in China are less than 10. The market penetration rate of small household appliances is low, and the potential market is very obvious.

But how to excavate this huge treasury, we need departments, channels, manufacturers and other parties to work together to cultivate the market.

Low penetration rate and huge market potential

Small household appliances are not necessarily life like products such as televisions, refrigerators and washing machines, but they can improve people's quality of life. However, many consumers do not know much about the quality of life, such as electric toothbrushes, sweeping machines, water purifiers and so on, let alone a large number of products.

Throughout the development of small household appliances, some products have been launched by special events, such as frequent haze in recent years, which makes people aware of the impact of air environment on health, resulting in an outbreak of the air purifier market, and the supply of products is in short supply.

Jingdong big data show that in the past haze red warning date from December 16th to December 20th, Jingdong mall sold a total of 110 thousand air purifiers, an increase of more than 210% over the same period.

The popularity of some products is dependent on the long-term nurturing of production enterprises. For example, the market promotion of microwave oven is the result of 20 years of persisting in market cultivation and consumption guidance by enterprises such as Galanz and Mei.

But even after the new year's market cultivation, the market of microwave oven is still "small".

According to the data from Market Research Institute, the retail sales of the microwave oven market in the first half of 2015 is only 11% of that in the market in the first half of 2015.

Other small household appliances, such as electric toothbrushes, air purifiers, vacuum cleaners and water purifiers, are less than 10%. In 2015, the number of household robots in China was only 0.8, which is far from the developed countries in Europe and the United States.

For example, in recent years, the air purifier product has been popularized at 5% in China, which is far lower than that of developed countries in Europe and the United States, 30% in Japan, 25% in Korea, and 80% in Korea.

The common water purifier in developed countries is less than 10% in China, while in Japan, the popularity rate of water purifier is 80%, the penetration rate in the United States and Europe has reached 90%, and the popularity rate of water purifier is 95% in Korea.

For small appliances such as vacuum cleaners and electric toothbrushes, though they can improve the quality of life, they are not necessarily necessities in life. "Relatively speaking, it will be a relatively small market." Liang Zhenpeng, a senior industry observer, believes that only the improvement of the national standard of living will lead to the popularization of such small household electrical appliances.

In fact, after 80 and 90, the main force of household appliances consumption is rising. This group of people has changed from the most basic to meet the needs of life to improve the quality of life and embody personal taste, which has provided more positive factors for the popularization of small household electrical appliances.

From the sales figures in the past two years, the performance of small household appliances is indeed bright.

When the growth of household appliances in 2016 was weak, the market for small household appliances still maintained two digit increments, or even doubled.

According to the data of China Yikang, in the 1-4 months of 2016, the total household appliances (including 3C) scale was 500 billion 300 million yuan, down 0.3% from the same period last year, but kitchen appliances and small household electrical appliances showed an eye-catching performance: the year-on-year growth rate of the rice cooker was 13.3%, while the retail sales of the embedded electric oven increased by 60.6% over the same period.

Zuo Yanque, general manager of China Yikang brand center, believes that the awareness of pursuing quality of life is gradually formed and strengthened due to the improvement of economic conditions. The arousal of safety and health consciousness is more dependent on the deterioration of our living environment. Haze and water pollution incidents cause people's concern and attention to their own life safety and health.

Electrical appliances like air purifier, water purifier, rice cooker, pressure cooker, electric toothbrush, microwave oven, electric oven and vacuum cleaner will enter the next golden period of growth.

There are many reasons for low popularity, such as different consumption habits, uneven product quality and poor after-sales service.

Why in Europe and the United States market, more than 80% of the popularity of products, in the domestic market has less than 10%? There are many reasons, one is the consumer lifestyle; two is the market mix, product quality is uneven; three, after-sales service is not in place, resulting in low satisfaction of consumers.

First of all, there are differences between Chinese people's living habits and Western countries. This makes some Western imported appliances such as electric ovens not widely accepted as rice cookers.

In addition to the inherent differences in living habits, the consumption level and consumption concept of Chinese consumers are still different from those in developed countries. Many consumer awareness still stays in the "why can we buy the sweeper?" "why do we need to spend more than a few hundred dollars to buy electricity pressure cookers?"

In addition, although some small household electrical appliances can bring improvements in quality of life, they are not suitable for Chinese consumers because they are not suitable for use.

For example, Galanz found in the survey that some consumers think that the oven temperature is not high, and experience no traditional open fire baking.

Secondly, the product quality is uneven, and after-sales service is not in place, resulting in low user satisfaction and low usage frequency.

For example, the air purifier products sold in the past two years have been sold as hot as possible. The relevant data show that in 2015, there were as many as 689 brands of air purifiers, but the quality of the products varied.

The results of the 24 air purifiers released by China Consumers Association showed that 3 of them had the function of removing formaldehyde, but did not label some data related to formaldehyde removal. 7 of them had the function of removing bacteria, but did not specify the specific data of sterilization rate.

Consumers' low satisfaction with after-sales service is more prominent in water purifier products.

China's online data survey shows that when consumers buy aquatic products, they are most concerned about water purification, brand and after-sales service.

But just after sale service lag is one of the main bottlenecks in the development of China's water purifier market. Some enterprises only sell products, regardless of after-sales service, can not protect consumers' drinking water safety, resulting in low satisfaction of consumers to aquatic products, which can not form a good reputation, so that the credibility of the water purification industry is impaired.

At present, the consumption environment is improving. With the increasing attention of consumers to air and drinking water, the acceptance of small household appliances for health is gradually improving.

In addition, with the increase of income, consumers are more willing to try to improve the quality of life of small household electrical appliances, so as to liberate their hands and improve their quality of life.

Liang Zhenpeng believes that small appliances like new products such as air purifiers and water purifiers have only just risen in recent years.

Popularization needs to improve product quality and strengthen consumption guidance.

In the process of product popularization, such as air purifier, water purifier and other small household electrical appliances, enterprises need to control quality and seize the pain point of consumers.

And the small household electrical appliances such as sweeper, electric pressure cooker, rice cooker, vacuum cleaner and electric toothbrush can improve the quality of life. As long as we catch the pain of consumers, we will further improve the popularization speed with the increase of consumers' income level and proper consumption guidance.

Improve product quality, seize the pain point of consumers.

Obviously, the air purifier can solve the air environmental problems in a targeted way, and water purifier is a safe solution to consumers' drinking water safety.

In addition, to enhance the quality of life of small household electrical appliances, we need to seize the pain of consumers' experience.

Galanz planning department Guo Jianhong believes that consumers have low purchase intention and low utilization rate for small household electrical appliances. On the one hand, consumers' habits have not yet been formed, but on the other hand, they are not good at using products.

In view of the fact that the traditional oven is not of high temperature and the experience is not as good as the traditional open fire, in order to give consumers a better experience, Galanz and Joyoung and other enterprises have launched the whole process of consumer research, guided by consumers, and listened to consumers' suggestions.

Doing well in product quality is also very important for consumption guidance.

"Is sweeping the floor clean? Is it cleaner than cleaning yourself? Do you have to do it yourself?" in front of the sweeping robot products, consumers often ask such questions.

Products are good products, but because consumers do not understand and do not buy, or do not buy it, small appliances are in an awkward position.

In order to help consumers and manufacturers to break this embarrassing situation, Jingdong launched a promotion campaign called "popularization of small household appliances", and actively promoted the promotion of high quality and high technology small household electrical appliances.

It is understood that from December 26th to December 30th, Jingdong "small household electrical appliances popularization storm" one day, a category theme, let consumers know more about emerging small household appliances category, such as sweeping robot, beauty instrument, electric toothbrush, etc., at the same time, with large sales promotion activities, reduce the cost of consumers to experience the cost of new small household appliances, and promote the popularization of small household appliances.

"Jingdong has an obligation to recommend high-quality small household appliances that can really improve their quality of life for consumers," said Wu Kening, general manager of Jingdong home appliances and small household appliances business.

Compared with electric toothbrushes, it is especially important for consumers to publicize relevant product knowledge for products such as air purifiers and water purifiers.

A consumer survey conducted by yiyikang showed that 31.4% of respondents did not know that the filter element needed to be replaced regularly. 38.2% of the respondents did not know how long the filter element should be replaced. As a result, the respondents who could not replace the filter cartridge regularly accounted for 47.6% due to the fact that they could not operate and did not know clearly how to purchase new filter channels.

Water purifier enterprises believe that in the face of the huge potential market, it is not enough for enterprises to conduct consumption guidance unilaterally, or even "inadequate".

Liu Xiaobing, director of water purification marketing of Si Mu Ge group, said, "for water purifiers, it is not necessarily expensive that is the best, but the best is the right one."

Liu Xiaobing believes that consumers should have the right to consult and choose, and consumers have their own criteria for judging. This is the most important thing.

Due to the lack of data support from the third party, the publicity of a single enterprise is obviously not enough. The relevant associations, brand enterprises, sales channels and other parties need to do well in the popularization of product knowledge.

From another point of view, consumers also think that it is urgent to understand the consumption knowledge of small household appliances, but suffer from lack of channels.

The appearance of different brands of small household electrical appliances looks very different. I don't know how to choose the right products.

It is difficult to understand the introduction and specifications of various small household electrical appliances and the terms of various professional terms. This requires some introduction of general knowledge so that consumers can understand how to choose them.

According to the online data survey, the channel for consumers to get knowledge of water purification products is mainly in stores, word of mouth and Internet.

It is gratifying to note that at present, some household electrical appliances sales channels have taken the responsibility of popularizing knowledge of small household appliances, answering questions and solving problems. For example, on the page of the water purification Pavilion launched by Jingdong mall, there are some general knowledge about air purifiers and water purifiers, such as the interpretation of the new national standard of the purifier, the guide to choose the purifier, and the answers to common questions.

Finally, consumers purchase small household electrical appliances, and suggest buying them from regular online shopping centers and home appliance stores.

For example, as the dominant channel to occupy the 60% share of home appliances online shopping market (including mobile terminals), Jingdong household appliances introduced the entry standard for small household appliances not long ago. Through the testing mechanism that is higher than the national standard, we strictly put the warehouses in storage, and fundamentally eliminated the "Shanzhai" small appliances entering the Jingdong platform, so that consumers can use the products that are reassuring.

Yan Xiaobing, President of Jingdong's household appliances division, said that Jingdong's joint state authority has improved the entry threshold for small household electrical appliances, and will completely eliminate the Shanzhai brand and low-quality products that originally relied on opaque market information and uneven regional development, and promote the upgrading of the quality of small household electrical appliances industry, so as to create a safe and reliable small household electrical appliances purchase channel for consumers.

In the future, under the joint efforts of relevant departments, channels and production enterprises, the category of small household appliances representing higher quality of life will enter the fast track of market popularization, showing "blowout" growth, and the golden age of living electrical appliances is coming.

The sales channels of home appliances represented by Jingdong, through improving the threshold, strictly controlling the quality and testing the whole process, provide consumers with more high-quality product choices, upgrading their consumption by upgrading the quality and promoting the supply side reform of the household electrical appliance industry, which is conducive to the long-term development of small household electrical appliances industry and manufacturers.

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The East China gift shopping gala will also continue the characteristics of the past exhibitions. Through the form of group buyers and invited buyers, the buyers of gift companies, government purchasers, various government purchasers, electrical appliances city, large supermarkets, and domestic and foreign business groups will be invited to purchase and order at the scene. At the same time, buses will shuttle to Shanghai, Zhejiang and Jiangsu to provide free pick-up service for the buyers.

2017 Shanghai gift show is the best choice for you to purchase gifts, customize personalized gifts and appreciate the new style of gifts.

Shanghai gift exhibition, please consult.

Mr. Jiang Tao (Mr.Jiang)

Mobile phone: 13681869879 (and WeChat)

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