In the first half of 2023, small household appliances are under pressure and new categories and new scenarios will become new growth drivers.

[Home Secret News]In the past few years, the stay-at-home economy has exploded rapidly, prompting the small home appliance market to flourish. However, with the liberalization of the external environment, small household appliances seem to have no signs of growth as in the past. Especially in the first half of this year, the hot small home appliance market has also cooled down.

According to AVC’s total omni-channel promotion data from January to June 2023, small kitchen appliances (including categories: coffee machines, rice cookers, induction cookers, electric pressure cookers, soymilk machines, wall breakers, blenders, juicers, The overall retail sales of electric kettles, grilling machines, electric steamers, health kettles, grilling machines, desktop single-function small ovens, and air fryers were 27.55 billion yuan, a year-on-year decrease of 8.5%, and the retail sales were 131.01 million units, a year-on-year increase of 0.8 %.

However, while the overall growth rate of the industry is slowing down, Zhaimi has also seen some changes in the industry:

First, emerging categories are still popular. In the field of small household appliances, some emerging categories emerge almost every time. For example, the popularity of air fryers in the past period has promoted the rapid development of the small household appliance market. Today, this feature continues. In the first half of 2023, coffee machines have become one of the key categories that drive the small home appliance market forward. The retail sales of the omni-channel coffee machine category increased by 16.1% year-on-year.

Second, consumption “upgrading” is taking place. Judging from past developments, the rapid development of small household appliances is not only related to their ability to meet user needs, but also due to their appropriate prices, which allow users to make consumption decisions without too much burden. In the first half of this year, the average price of most categories of small home appliances has increased.

According to Aowei Cloud data, in H1 of 2023, the average price of rice cookers with a capacity of less than 3L increased significantly by 10.3%; the average price of electric steamers increased by 29.3% year-on-year. In addition, the data that the retail sales share of the 2000+ rice cooker market increased by 2.4% during the 618 period also shows that consumers are upgrading their quality demands from having in the past to being usable and then to being easy to use.

Third, outdoor scenes have become a new direction for small home appliances. As most kitchen small household appliance categories are facing a saturation period and segmented scenarios are constantly being explored, it has become increasingly difficult for small household appliance brands to explore new categories of products. After all, after years of development, consumers have already been in need of small household appliances. The popularization stage has been achieved from scratch.

At the same time, Zhai Mi noticed that with the recovery of the tourism industry this year, small household appliances for outdoor camping scenes have ushered in good development. Portable power supplies, electric barbecue grills, folding stainless steel electric kettles, outdoor portable pot sets and other supplies have been popular. Rising, becoming a new blue ocean for small household appliances.

It should be noted that after years of development, small household appliances still have some problems in product strength. According to the Black Cat Complaint Platform, there have been more than 1,000 complaints about the quality of small household appliances. Therefore, while new categories and new scenarios are showing growth momentum, we must also pay attention to product quality and technical content when creating related products. Putting aside factors such as brand appeal, product positioning and sales channels, this is home appliances. A manufacturer’s strongest moat. Only when product strength can be guaranteed can we seize new trends and achieve breakthroughs.

magicCubeFunc.write_ad(“dingcai_top_0”);