Then, in such a market environment, what about the development of various head brands and new brands? In the first issue, let's take a look at the market performance of small kitchen appliances.
Start with the industry market. It can be seen that from March, 2020 to June, 20021year, the sales of small kitchen appliances showed a downward trend. In terms of quarterly dimension, the sales in the second quarter of 20021year decreased by 20% compared with the same period of last year, and the largest year-on-year decline was in April, with the decline rate exceeding 3 1%.
Another reason for the slow growth of the industry is the lack of differences in the market as a whole and the homogenization is very serious. On the one hand, it is reflected in the price. According to the analysis of the red and blue ocean price band of Whale Staff, the price band of 130 yuan to 349 yuan has been in high growth, and the market share of this price band has actually become saturated. At the same time, the two price segments with the lowest growth rate are in the middle and high price segments, which means that the industry lacks the awareness of moving towards the high end and transforming and upgrading.
On the other hand, it is reflected in the product packaging and function, taking the electric kettle as an example. According to the attribute analysis of Whale Staff, we can see that most functions are concentrated at 0: 00 (no growth or decline), which means that the innovation of the whole industry is lacking, and there are few product-level upgrade iterations.
Based on this background, the achievements of major kitchen small household appliances brands are not satisfactory this year. Take Midea, Jiuyang and Supor as examples. In June this year, Midea's sales were about 550 million, down about 22% from last year. Jiuyang's sales were about 450 million, down about 8% year-on-year; Supor's sales were about 400 million, down about 1 1% year-on-year.
In contrast, the situation of emerging brands is better, taking Xiaoxiong Electric as an example. In June this year, Bear's sales in the field of small kitchen appliances were about10.40 billion, up about 7% year-on-year.
In the hot-selling list that includes all small kitchen appliances, there are many categories such as electric kettle, rice cooker, microwave oven, electric pressure cooker and meat grinder. Therefore, from the category level, consumption is escalating, people are constantly subdivided, market demand is diversified, and the small household appliances market is polarized, that is, functional integration and product segmentation. This means that there are opportunities in market segments, and more brand enterprises need to have a more comprehensive understanding of market segments, do a good job in online channel operation and better get close to young consumer groups.
Attached is the TOP 10 store list of kitchen small electricity sales in June 200210.
On the whole, the future growth space of small household appliances market is still relatively large, but if we want to develop in the long run, we must do our homework in advance, improve our own brand and product line by using multi-dimensional data, and develop towards the trend points such as functional integration, scene segmentation and youthful appearance.