The new trend of household appliances with fire in the single economy reflects the optimization of household appliance consumption structure

The huge group of young renters and the growing single economy have opened up the blue ocean market for small household appliances. Information picture

　　The wall-broken cooking machine replaces the juicer, and the sweeping robot becomes the standard at home. The lights and televisions for human-computer interaction are not new, ranging from cross-door refrigerators to cosmetic refrigerators. Most of the top sellers in shopping websites are domestic brands & HELIP; … Even if we don’t look at the specific data, we can also perceive that the trend of quality, intelligence and localization of household appliances consumption is obvious.

　　Since the beginning of this year, due to the economic downturn and the sharp rise in raw material prices, the downward pressure on the domestic appliance market has increased in the first three quarters. According to the report jointly released by China Household Electrical Appliances Research Institute and National Household Electrical Appliances Industry Information Center, in the third quarter of this year, the domestic market did not improve, and sales decreased by 4.2% year-on-year. The depressed market has forced many home appliance enterprises to seize the nodes such as "618", "double 11" and even the upcoming "Double 12" and step up destocking by selling at reduced prices.

　　Although low-price competition has become the choice of many enterprises, from the perspective of various consumption nodes this year, a new household appliance consumption trend is also taking shape. According to the report released by Everbright Securities, in the past "double 11", the "Big Mac" and "Small and Beautiful" enterprises of household appliances grasped the changes in consumer demand and did their best. During the interview, a number of e-commerce companies also said that with the release of consumption potential in the low-end market, the demand for quality consumption surged, which led to the structural optimization of household appliances consumption, reflecting the resilience and potential of China’s current economy.

　　"Young people in small towns" favor "trendy" household appliances

　　Use "automatic feeding machine" to liberate the hands of "shovel officials" and use "meow machine" to print "wrong problem set" … … This year’s "double 11", not only "ice washing electricity" people have come up with a new generation of products full of "black technology", but also a number of new products have propped up the upsurge of home appliance sales.

　　According to big data from Suning, during the "double 11" period, high-priced products such as surface-mounted heating equipment, high-efficiency air conditioners, washing and drying machines, and 70-inch and above large-screen TVs in Suning wall-hung boilers once again showed explosive growth, and some orders increased by as much as 763% year-on-year. "This sales peak stems from the overall increase in demand." Wang Junjie, president of Suning Retail Technology Research Institute, said.

　　From January to September this year, the average sales growth rate of high-end products in Suning retail cloud was as high as 256%, among which products such as laser tv, multi-door refrigerator, broken-wall cooking machine and dishwasher basically maintained a growth rate of more than 3 times; Products such as sweeping robots and smart speakers have increased by more than five times year-on-year, which is much higher than that of similar low-end products. It is worth mentioning that many of the new demands of these "trendy" home appliances come from some previously neglected third-and fourth-tier cities.

　　The same situation also appeared on other platforms. In this year’s "double 11", over 70% of the new users in JD.COM came from cities in the third and fourth tier and below. According to the data from Taobao, 60% of the explosive products of home appliances, including Meiling, Rongsheng and Haier, came from the lower market, and "small town youths" bought more than half of the iPhone11 phones.

　　Wang Junjie said that with the rise of the group of "young people in small towns" after 1980s and 1990s, the information they have learned from going out to work or through the Internet is more and more comprehensive and cutting-edge, and the demand for quality consumption has obviously increased, and intelligence and health have become the new labels of household appliances consumption in the low-end market.

　　High-quality and high-priced home appliances with "national tide"

　　Xinjiekou is the commercial center of Nanjing. During the "double 11" period, the reporter visited nanjing xinjiekou Department Store, Central Shopping Mall, deji plaza and other shopping centers here, and saw that a large number of domestic brands occupied the most conspicuous position.

　　"The technical capabilities of domestic brands are getting closer and closer to joint venture brands and imported brands, and some even lead the world, which is quietly changing consumers’ consumption habits." Xu Zhong, general manager of Suning Nanjing Region, said that in the past, consumers thought that imported brands were better in quality and more versatile, and they had a preference for imported goods. But now, many domestic hi-tech products have become hot items in the market because of their faster upgrading and closer to the needs of consumers in China.

　　According to data from Tmall, this year’s "double 11" was influenced by smart homes and 5G mobile phones. After more than 10 minutes of opening, mobile phones and home appliances broke the turnover in the first hour of last year. Within one hour, 25 consumer electronics brands including Midea, Haier, Gree, Huawei and Xiaomi entered the "Billion Club". Domestic brands account for nearly 80% of the 100 million brands.

　　It is noteworthy that the direct cooperation between double 11 e-commerce and manufacturers is becoming a general trend this year. For example, the "Chinese products are in vogue" plan launched by JD.COM and the "new brand plan" launched by Pinduoduo all promote a batch of reverse customized products through cooperation with manufacturers. For example, Pinduoduo cooperated with Zhaochi Co., Ltd. to customize a variety of TVs, which eliminated redundant applications while ensuring core functions, and the price was reduced by one third.

　　Mo Daiqing, director of the online retail department of the E-commerce Research Center of NetEconomy & Society, said that while e-commerce competes for consumers, it also strengthens the competition for high-quality businesses. New brands and new supplies can meet the new needs of consumers.

　　"Meng Chao" household appliances with fire in single economy

　　A girlish beauty instrument, a Bluetooth speaker with a cute shape & HELIP; … In recent years, young consumers who are most concerned by businesses have become more and more willing to pay for high-value and creative small household appliances.

　　Liang Zhenpeng, an analyst in the home appliance industry, said that the huge group of young renters in China and the booming single economy together constitute the strong consumer demand for "Meng" home appliances. "With the younger consumer groups of household appliances in China, fashionable, portable, intelligent and personal small household appliances are more in line with the needs of renting young people to improve their quality of life."

　　Especially with the help of the new mode of "video with goods", the "Meng" household appliances with round and lovely appearance, various color combinations and small and lovely volume are attracting consumers’ attention. Tmall data shows that this year’s "double 11", SKG cervical massager sold 10,000 units in 15 minutes; For the first time, I participated in the intelligent robot brand Alpha Egg of Tmall "double 11", and the turnover exceeded one million in 9 minutes; Sandwich breakfast machine brand Taosheng surpassed last year’s full-day turnover in just one minute.

　　"Small household appliances have the characteristics of short update cycle, no installation attribute, weak real estate correlation and relatively low unit price." Xu Zhong said that with the improvement of people’s living standards and the richness of product categories, the scale of small household appliances industry is expected to continue to grow steadily. According to "Consumer Insights and Marketing Enlightenment of Home Appliances Industry" released by Ali, in the past few years, the average annual growth rate of orders for one-person yogurt machines and high-value metal-framed flat-panel TVs was 64.6% and 45.3% respectively.

　　"After rapid development in recent decades, China has the most complete mid-range manufacturing industrial cluster and has grown into the world’s largest home appliance stock market." Wang Junjie said that at present, it is in the period of industrial transformation and development. With the improvement of people’s living standards, consumer demand has emerged in more subdivided fields, and at the same time, it has spawned new industrial development and changes. The consumption upgrading in more sub-sectors will further promote the steady development of the overall economy. (Reporter Pan Wei Zhu Cheng)