How far can the small appliance market go?

In 2019, under the circumstances of China's GDP growth slowing, the impact of Sino-US trade friction, and the weakening of the wealth effect of the stock market and the housing market, the home appliance market has turned into a downward trend.


From the overall data of the AVC push channel, from January to August 2019, the retail sales of color TVs, refrigerators, washing machines, air conditioners, kitchen appliances, electric water heaters, microwave ovens, purifiers, water purifiers and electric heaters, etc The scales have all experienced negative growth rates.

At the same time when large appliances are cold, small appliances are like a clear stream, going up against the trend.



Small appliance market continues to grow


According to the data of 199IT, the growth rate of retail sales of small household appliances in the first three quarters of 2019 led by environmental and personal care small electric appliances. The specific performance was that electric fans grew 23.1% year-on-year, hair products grew 21.7% year-on-year, and hanging machines The year-on-year growth rate was 20.3%, the shavers increased by 19.7% year-on-year, the dehumidifiers increased by 15.3%, and the humidifiers increased by 12.3%.


In the just-concluded Chinese Double Eleven, small appliances once again became the shining star. As of 12:00 on November 11, GMV of Suning Household Appliances Online increased by 165% year-on-year. Among them, the popular TOP5 brands were Midea, Supor, Dyson, Philips, and Joyoung.


SKG double eleven Tmall and JD backstage data show that the day's sales reached 101 million yuan, becoming the largest sales of massage equipment category.


In fact, as early as 2018, the industry scale of small appliances exceeded 200 billion yuan. Emerging categories such as dishwashers, electric toothbrushes, and sweeping robots have become the main forces driving the growth of home appliances in the first half of 2019.


The operating data of small home appliance companies is also rising.


In recent years, Supor has continuously expanded its category and maintained a steady growth in the small home appliances business. In the first three quarters of this year, Supor's total operating income was 14.9 billion yuan, a year-on-year increase of 11.2%; net profit attributable to mothers was 1.25 billion yuan, a 13% year-on-year increase.


As a new army of small household appliances, Bear Electric, as soon as it landed in the capital market this year, submitted a surprise quarterly report to its peers. In the first three quarters of this year, the company's operating income was 1.720 billion yuan, a year-on-year increase of 30.56%; the net profit attributable to shareholders of listed companies was 168 million yuan, a year-on-year increase of 40.52%.


Royalstar Small Home Appliance Co., Ltd. has been upgraded to a modern group enterprise involving smart home appliances, robots, smart home and other fields, Royalstar Group this year. Thousands of products can be found in Royalstar Group's 3U Smart Ecological Experience Hall, covering various categories such as home appliances, mother and baby, beauty, toys, and security.


Gree Electric 's Chairman secretary also said at the 2019 Second Interim Shareholders' Meeting held yesterday that in the next few years, Gree will increase its efforts to develop small appliances.


Judging from the concerns and actions of many enterprises on the small home appliance market, the future of small home appliances has indeed received much attention.



Where do the small appliances go?


In the "2020 Small Home Appliance Market Forecast Report" released by AVC, it is stated that in 2019, the online price war of small home appliances will be fierce. Although sales have risen sharply, sales have increased slightly. In 2020, with the decline in prices and the gradual saturation of the first- and second-tier markets, the sinking of third- and fourth-tier cities through online channels will become a major trend in the small home appliance market.


At the same time, we have also seen that some traditional market segments in the field of small appliances, such as soybean milk machines, juicers, induction cookers, etc., have limited growth momentum and are experiencing a decline.


This means that in the small home appliance market, signs of a transition between the traditional category and the emerging category market have begun to appear.


With the further development of intelligent technology, the popularity of healthy health culture, and the rise of consumption of young ethnic groups, the overall market for small home appliances has developed in the direction of intelligence, re-health, and high value.



Source: HC Home Appliances