Cut the marinated small rows into small pieces, mix in a little rice wine, throw a brain into the air fryer, about 30 minutes regularly, adjust the temperature to 200 degrees, only need to flip once in the middle, a simple and delicious sweet and sour small row You're done.

Ms. Qi, a Beijing citizen, is a food lover. During the epidemic, she bought her favorite air fryer and started cooking by herself. There are many consumers like Ms. Qi. With the help of the "house economy", the sales of small household appliances have increased significantly.

Which small appliances are more popular?

The small household appliances market in the kitchen that makes life more convenient shines. According to data from Suning's e-commerce platform, only on March 13th, the sales volume of the steaming oven increased by more than 212% month-on-month, and the electric lunch box increased by more than 2992% year-on-year. Midea's sales data show that as of the end of February, sales of eggbeaters, electric hot pots, and cooking machines have increased by 274%, 142%, and 182% respectively year-on-year, and sales of air fryers have ushered in an explosive growth of more than 9 times.

Small home appliances that focus on environmental protection, sterilization and other health functions are also popular. As the main manufacturer of small kitchen appliances, the relevant person in charge of Jiuyang Electric introduced that the brand's three types of small appliances sold best. First of all, the sales of small household appliances featuring safe sterilization have been further increased, such as wall-breaking machines with steam and high-temperature sterilization, soy milk machines, and dishwashers with sterilization function. Secondly, small household appliances such as roasting machines, electric ovens and other western-style kitchen appliances have performed well. Finally, the small appliances necessary for resumption of work became popular. After the orderly return to work, the office workers prefer to prepare their own meals, and electric lunch boxes have become a new consumer hot spot.

Why are small appliances popular against the trend?

During the epidemic prevention and control period, under the circumstance of weakening consumer demand, why can all kinds of small household appliances become popular against the trend?

From the demand side, the popularity of small home appliances is the result of the combined effect of new consumption scenarios and consumer demand.

"During the epidemic, consumers are mainly living at home, and their dependence on home appliances has increased. The demand for catering, bathing, entertainment, etc. is more realized at home, and the demand for small home appliances has also increased." It is believed that improved home appliances with "health" attributes have attracted consumers' attention, which is consistent with the general trend of consumption upgrading in recent years.

As far as the supply side is concerned, the sales of small household appliances are closely related to its own product characteristics and the optimization of sales channels.

According to the analysis of Aowei Cloud, on the one hand, there are many sub-categories of small household appliances, and the unit price is low, installation-free, and the flexibility is stronger; on the other hand, many companies have played online marketing cards during the epidemic prevention period, The promotion methods of social, e-commerce and live broadcast platforms have gradually become mainstream.

Take Jiuyang Electric as an example, "During the epidemic, we actively distribute live broadcasts of anchors, online and offline stores, and call on all offline shopping guides to broadcast live on all platforms to maximize the protection of consumers' purchase needs in special periods." People told reporters that not long ago, a sandwich machine entered the online celebrity live broadcast room. As soon as it went online, tens of thousands of products were sold out.

How can the small appliance market continue to grow?

Many small household electrical appliances were popular during the epidemic. Many people are concerned. Is this a short-term outbreak? How can we consolidate this good momentum and achieve sustained growth?

"For enterprises, we should see the market opportunities brought by this round of popularity of small home appliances." The relevant person in charge of the China Household Appliances Association said that compared with developed countries in Europe and America, the overall retention rate of small home appliances in China is low, especially in life In the field of electrical appliances and kitchen appliances, the market development space is still relatively large, which is related to the maturity of the overall consumer market, consumption level, and home space.

In the opinion of the person in charge, in the context of the epidemic, based on changes in consumer demand, health and intelligence will become one of the main consumer pain points, and the standardization of health, smart modules and functions will become an industry upgrade and in the future. The trend of consumption upgrade. In this regard, home appliance companies need to pay close attention to consumption characteristics and achieve continuous growth in the market of small home appliances through continuous supply-side innovation.

"The popularity of small home appliances sales essentially reflects people's higher requirements for quality of life." The relevant person in charge of Jiuyang Electric said that in the future, they will continue to launch healthy, lightweight, high-tech small home appliance products to bring nutrition to consumers A consumer experience that maximizes, minimizes, and enjoys the experience. The person in charge of Midea Electrical Appliances also said that the next step will be more layout in the field of small home appliances, and the development of new products in the direction of "intelligence" and "health".

Han Xin