So in such a market environment, what is 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.
Let's talk about the industry market first. It can be seen that from March 2020 to June 20021year, the sales of small kitchen appliances showed a downward trend. From the quarterly dimension, the sales in the second quarter of 20021decreased by 20% year-on-year, and the biggest year-on-year decline was in April, with a decrease of more than 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 whale staff's red and blue ocean price band, the price band from 130 yuan to 349 yuan has been in a state of 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 (no growth or decline), indicating that the whole industry is weak in innovation and there are few iterations of product-level upgrading.
Based on this background, this year's achievements of major kitchen small household appliances brands are not satisfactory. 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 Xiao Xiong 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 of 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, the population is constantly subdivided, the 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 be closer to young consumer groups.
Attached is the list of TOP 10 stores in June 20265438.
On the whole, the future growth space of small household appliances market is still relatively large, but in order to develop in the long run, we must do our homework in advance, use multi-dimensional data to improve our own brand and product line, and develop towards the trend points such as functional integration, scene segmentation and youthful appearance.