Small household appliances online retail sales exceeding 30%

According to GfK China's national retail sales projections, the total retail sales of China's small household appliances in 2013 was 114.4 billion yuan (categories mainly include household appliances such as home appliances, personal care appliances, kitchen appliances, and health care appliances. And so on), compared with the year-on-year increase of nearly 13% in 2012. The small household appliance market in China continues to grow at a double-digit rate for another year, and the overall growth trend is steady.

Looking at the overall trend of changes in China's technology and electronic products, except for mobile communication products that are far ahead of the growth rate of other products in the market, small home appliances are the second category of overall market growth rate. However, in contrast to the market's absolute capacity, small household appliances account for less than 10% of the total market share. This is the smallest category except image products.

Tend to gradually subdivide the general market of consumption

China has become the world's largest luxury consumer market, and it is estimated that by 2015, the overall Chinese luxury goods consumption will reach 340 billion yuan.

At present, China has become the world's largest luxury consumer market. It is estimated that by 2015, the overall Chinese luxury goods consumption will reach 340 billion yuan. From a consumer perspective, there are at least three major reasons that have led to high-end consumption in the Chinese market. First, the per capita income of residents continues to grow. Second, the number of high-income people is continuously expanding. Thirdly, the concept of consumer spending is renewal, and more and more consumers are willing to buy higher-priced products within the scope they can afford, because more and more consumers think that high-priced products can bring more benefits. Good quality, more innovative designs, and more convenient ways of use, etc., are increasingly popular. Therefore, the increase in residents' income, the expansion of the top population, and the renewal of consumption concepts have resulted in the Chinese market having the hard power of high-end consumption.

From the perspective of the retail market, there are also three main reasons that drive the growth of the high-end market: First, the drive for new products and new features. The small home appliance market is being gradually subdivided, bringing with it investment in new products and new functions. Such low-priced products can often drive sales in high-end markets. For example, juicers, with the relatively high-end slow extrusion press recognized by the market (average price of 800 yuan), the market of traditional centrifugal juicer is squeezed to some extent (average price is 400 yuan). In 2013, the retail sales of slow-squeezing juicers accounted for 23%, an increase of 8 percentage points over the same period of last year, and the retail sales increased by more than 70% year-on-year. In this way, the linkage effect of high-end market squeezed by slow speed is also certain. Increased in degree.

Second, more and more brands have entered the high-end market, including domestic brands and foreign brands. According to GfK's monitoring data on small household appliances in China, more than 100 brands in 2013 had actions in the high-end market, including the launch of new products, price promotions, and promotion of product distribution.

The third is the power from retailers. The development of retailers nowadays is far from the state of “landing for the king” and frenzied shop-opening. The attention of retailers is no longer confined to opening and closing stores, but is increasingly focused on improving the efficiency and profitability of single stores that operate stores. Many retailers have opened boutiques, flagship stores, and superstores. The overall business environment has also become more comfortable. The selection of high-end brands has also become more widespread, which has virtually promoted the development of high-end markets in the retail market.

The online market has been "inflated" and the price war has intensified

In 2013, the retail sales of small household appliances online market accounted for more than 30% of the total retail sales of small household appliances in the country, and the proportion continued to increase.

Nowadays, no one doubts the rapid growth of the small home appliance online market and the market influence it exerts. This almost “crazy” market growth can be said to have never been seen before. However, the small home appliance online market has brought tremendous business opportunities, but also brought about an extremely fierce market competition.

Mainly in the following points: First, the price war is still continuing, and there is growing momentum. In 2011, the market price difference between the online market is about 12%~15%, and the average spread of hot single product is about 20%. However, the average price difference in 2013 has risen to around 15%~20%. The average price spread has risen to about 25% to 30%, especially in some special promotional seasons, the average spread of hot selling items may be higher, 50% of the difference is also there. At present, it seems that in order to snatch more markets, the resources of various parties are still continuously injected into the online market, resulting in price competition continues.

Second, brand owners scrambled into the online market and their investment was not small. In 2011, there were at least 433 brands and 2,800 models on the online market. Each brand supported at least 6 models on average; in 2013, there were at least 625 brands and 5200 models on the online market, and each brand supported at least 8 models on average. It is not difficult to see that even if the price war makes the average price low and then low, brand owners still spare no effort to increase the input of models, this type of input includes some online special models and hot models staggered under the line, etc. Wait.

Third, the promotion cycle is lengthened. In previous years, online market promotions were often concentrated on individual special days such as Double 11 and Double 12. This year, on the basis of the original, online retailers have also lengthened the time period for individual promotions, extending the original single-day promotions to week-based promotional time, and accompanied by the theme of daily refurbishing promotions. The consumer's freshness can be maintained and the demand is further tapped.

In 2013, the retail sales of small household appliances online market accounted for more than 30% of the total retail sales of small household appliances in the country, and the proportion continued to increase.

Market focus on e-commerce online scale will reach 50 billion yuan

In 2014, the retail sales of small household appliances in the online market are expected to exceed 50 billion yuan, which still maintains a high level of growth, and the proportion of the overall market is further aggravated.

According to GfK China's national retail projections, it is predicted that in 2014, the retail sales of China's small household appliances will be around 128 billion yuan, which will still maintain double-digit growth. Among them, the market's main concern may still be concentrated in the online market. This fast-growing market has attracted the attention of domestic and foreign manufacturers, and its amazing growth rate is even more noticeable worldwide.

Data from China Internet Network Information Center shows that in 2013, the online market retail sales accounted for more than 7% of the total retail product market share. The overall sales amounted to approximately 1.785 trillion yuan, and the online market is experiencing a period of “quantity” growth. It is predicted that by 2015, the compound annual growth rate of the online market will be nearly 50%, and the overall sales will be 3 trillion yuan. It is not difficult to find that the online market's pulling effect on the overall market and market size cannot be underestimated. According to GfK China's national online retail data, it is estimated that retail sales of small household appliances in the online market in 2014 are expected to exceed 50 billion yuan, and will continue to grow at a high level. The proportion in the overall market will further increase.

For the small household appliance market in China, 2014 will be a continuation of 2013. Continuing the opportunities, continuing the expectations, and of course continuing the challenges, are you ready to face such markets?

Extended reading who brought fire to small household appliances

In the past year, multiple factors have contributed to the further development of the small household appliance market in China:

In 2013, sales in the national commercial housing market rose significantly and the market picked up. In this trend, small household electrical appliances related to them have been stimulated and promoted, including home-related care products such as vacuum cleaners, air purifiers, and food processing products related to kitchen dishes, such as juicers. Such as water treatment products related to family health, such as water purifiers. Driven by the growing trend in the residential residential sales market, a series of products in the small household appliance market have a linkage effect, showing an upward trend.

In addition, in recent years, haze has been severe throughout the country. Air pollution has stimulated sales of air purifiers. More and more families have begun to purchase air purifiers and even purchase more than one. This is a typical environment-driven consumer case. In order to deal with problems such as air pollution, water pollution, and food contamination, the sales of related small appliances such as water purifiers, juicers, etc., have become more and more important. More attention has been given to this, which is another factor supporting the growth of the small home appliance market in recent years.

In 2013, the online market continued to impact the offline market. The year-on-year growth of retail sales of small household appliances in the online market nationwide in 2013 was far higher than that of the offline market, which was the main market driving overall growth. Since the second half of 2010, the online market has quietly emerged. In 2011, it began to work and continued to this day.