On-site new year's goods gave birth to a new trend of household appliances consumption: the exquisite models and high-end smart models of online celebrities are sought after.

The emerging small household appliances market is still in the early stage of development, and various enterprises have seized the market one after another, and the competition pattern is still unstable. Therefore, the rapid growth of emerging small household appliances market will also bring more development opportunities for the industry.

Mr. Liao spent the New Year alone in Wuhan this year. His wife and children have returned to their hometown for the Spring Festival in advance. Because of the limited working conditions, he even had a New Year's Eve dinner at a friend's house. After dinner at a friend's house, Mr. Liao decided to go to the mall to buy himself a new mobile phone.

What Mr. Liao didn't expect was that the appliance store was crowded with people and needed to line up to measure his body temperature. Mr. Liao, who didn't like the excitement, immediately turned home and prepared to buy a new mobile phone online. "Everyone is not going to pay a New Year call this year. There are really too many people in the mall. I really can't go. " Mr. Liao sincerely lamented.

During the Spring Festival holiday, the consumption enthusiasm of various e-commerce platforms is high. On February 18, Suning.cn released the consumption inventory data of the Spring Festival holiday, which showed that the consumption momentum of household appliances developed rapidly during the Spring Festival this year.

Affected by the epidemic, under the call of the government to promote "Chinese New Year on the spot" and "Chinese New Year in the cloud", residents' travel plans for the Spring Festival were shelved, the consumption structure of the Spring Festival was adjusted, and household appliances consumption was advanced. From February 1 1 to February 17, the consumption of household appliances in Suning.cn was in full swing, with an obvious growth trend from large kitchen and bathroom items to small household items.

A series of data recently released by e-commerce platforms such as Tmall, Suning.cn and JD.COM show that during the Spring Festival in February, 20021year, consumers' enthusiasm for consumption was unprecedented, and home appliances started a wave of hot sales.

During the 20021Spring Festival, consumers' enthusiasm for consumption was unprecedented, and household appliances began to sell well. Vision china

"Celebrating the New Year on the spot" triggered changes in consumption structure.

Wuhan is a city with a population of 1 1 10,000. Due to the COVID-19 epidemic, Wuhan will be closed during the Spring Festival in 2020, and business activities in many other cities will also be restricted. During the Spring Festival of 20021,the government of China proposed that migrant workers should spend the New Year on the spot instead of going home, so as to reduce the traffic burden and prevent the epidemic from spreading further.

This call has been widely responded by people, causing a sharp drop in the number of tourists and a sharp increase in the number of people watching movies. In addition, while online consumption is "floating red" in many fields, offline retail is sinking, and offline businesses are welcoming long-lost high traffic.

According to incomplete statistics, more than 65438+ billion people responded to the "live Chinese New Year" this year, and unprecedented demand completely ignited the consumption potential of the Spring Festival. According to the monitoring of the Ministry of Commerce, the average daily passenger flow of shopping centers in first-and second-tier cities nationwide 10 increased by over 200% year-on-year.

It is worth noting that in this wave of consumption, smart home appliances are popular among consumers. Tmall data shows that during the Spring Festival, sweeping robots increased by 1 time, window cleaning robots increased by more than 3 times, and washing machines increased by 18 times. According to the data of Suning.cn New Year Festival, during the Spring Festival holiday in February10-February 17, the sales of smart kitchen appliances increased by 170%, among which the sales of cooking robots, sweeping robots, air disinfection machine and other products were extremely hot, increasing by more than100%; According to big data from JD.COM, during the New Year Festival, the proportion of home appliances placed in different places exceeded 60%. Midea, Haier, Supor, Hisense, TCL, Little Swan and other brands sell well, and the hot-selling household appliances show a new trend of health, intelligence and customization. Affected by the epidemic, consumers' demand for epidemic prevention and health care products has also risen.

For this phenomenon, the research report of GFK, a research institution, analyzes that with the improvement of economic growth, consumers' concerns about inflation, domestic economic downturn and unemployment have decreased significantly, and the expected income of high-income families has increased significantly, which will further drive high-end consumption; They are far ahead of the expected increase in household appliance expenditure, and the attitude of enjoying high quality and in time is very common among high-income people.

Mr. Liao said that although he can't go home this year, he can reunite on the cloud through video and other means, and he can also narrow the distance between relatives. In this scenario, due to the multi-window function of big-screen TV, families thousands of miles away can pay New Year's greetings, chat and eat New Year's Eve, and the sales of big-screen TV are also rising all the way. According to the sales data of Suning.cn, during the Spring Festival, the offline sales of super-large screen TV and video call smart screen TV increased by 63.2%, and the two-line sales increased by 373.438+0% year-on-year.

Miss Wang also bought a big screen TV for her children during the Spring Festival. In an interview, she said: "Now my children's school advocates' stopping classes and not stopping studying', continuing the teaching mode of online classes and handing in electronic homework at the worst of the epidemic last year. Compared with computers, the operation of TV is simple and clear, and children can easily attend classes online through simple operation. The screen display on the big screen can not only effectively protect the child's eyes, but also facilitate me to supervise his study. "

People who can't go home for the New Year due to the epidemic also buy home appliances for their families by placing orders in different places. According to the consumption data during the Spring Festival in Suning.cn, the number of V-purchase reservation receptions in Suning stores increased by 350% year-on-year, among which the orders of users choosing home appliances for their families increased by 2 15% year-on-year.

Small household appliances enter thousands of households.

On the other hand, the demand for small household appliances, especially epidemic prevention health care products, is also rising.

Under the influence of the epidemic, the consumption in the Spring Festival is not just a simple "buy-in-buy", but paying attention to healthy quality consumption has gradually become a fashion. In this case, small household appliances such as disinfection cabinets and foot baths among network celebrities are very popular during the Spring Festival, because they have become the protagonists of family health scenes and small happiness scenes.

The emergence of these new scenes shows that under the background of epidemic prevention normalization, the demand for "household appliances" is changing from niche and temporary demand to popular and daily demand, and some small household appliances that were not valued before are gradually entering thousands of households. Such as knife and chopsticks sterilizer, air purifier, oximeter, etc. , has become a commodity that consumers pay close attention to during the Spring Festival. Suning big data shows that since 2020, the sales of disinfection cabinets, dishwashers and vegetable washers known as "Three Musketeers" have increased by 133%. During the New Year Festival in Suning, the sales of a small intelligent knife and chopsticks disinfection cabinet soared, with an increase of more than 150%.

Yang, a consumer analyst at Essence International Securities (Hong Kong) Co., Ltd., said: "First of all, the penetration rate of small household appliances in China is still at a low level. With the continuous upgrading of consumption, the pursuit of high-quality life will drive the sales of small household appliances, so there is a lot of room for the development of small household appliances market in China; Moreover, the consumption upgrading trend of female consumers in China is remarkable, which has greatly promoted the whole consumption environment, while small household appliances have the characteristics of' high face value' and' exquisite feeling', which have captured the hearts of more young women; The epidemic has given birth to the' home economy', and people's home time has been extended, and small household appliances can better assist in completing housework. The demand for small household appliances by people who originally relied on take-away and cleaning staff was awakened. "

With the increase of urbanization rate and consumption, the pursuit of high-quality life will drive the sales of small household appliances, so the small household appliances market in China has great development space. In addition, the traditional small household appliances show a three-legged situation, and the pattern is relatively stable, while the emerging small household appliances market is still in the early stage of development, and the competition pattern is still unstable, so the rapid growth of the emerging small household appliances market will also bring more development opportunities to the industry.