China News Service, Foshan, October 18th, title: Dialogue with entrepreneurs: "Head of Delmar": "Pry open" new outlets for consumption upgrading with innovative design
China News Agency reporter Cheng Jingwei
Less than a month before the "Double 11" online shopping festival in 2020, the preparation atmosphere of the workshop of Delma Electric Co., Ltd. (hereinafter referred to as "Delma") in Shunde District, Foshan, Guangdong continues to heat up, and workers are stepping up the assembly of mite removal devices, vacuum cleaners, and humidifiers And other small home appliances.
On October 10th, in Delma Electric Co., Ltd., located in Shunde District, Foshan City, Guangdong Province, staff checked the quality of products on an automated production line.
Photo by China News Agency reporter Chen Jimin
Since the beginning of this year, due to the dual pressures of the overseas epidemic and the international environment, many industries have seen a serious decline in overseas orders.
However, Delmar bucked the trend and achieved "double harvests" in both domestic and foreign market orders.
In this year's live broadcast wave, it has become a hot product in the live broadcast rooms of many Internet celebrity anchors such as Luo Yonghao and Simba.
In 2011, Delmar was founded in Shunde, known as the "Capital of Home Appliances in China". It took the rapid development of China's e-commerce and gradually grew and grew under the environment of Internet-driven and domestic consumption upgrades. An innovative electrical appliance brand enterprise integrating production and sales.
A light feather cordless vacuum cleaner weighing less than 1 kg, a multi-functional sweeping and mopping machine completed by a sweeping and mopping machine, a two-in-one hair ball trimmer for removing balls and sticking hair... In the Delmar Electric Exhibition Hall, such a high-value, There are many high-performance small home appliances, and quite a few have won design awards such as the German iF Award, the Red Dot Design Award, and the AWE Epland Product Award.
On October 10th, in Delma Electric Co., Ltd., located in Shunde District, Foshan City, Guangdong Province, workers were assembling electrical parts.
Photo by China News Agency reporter Chen Jimin
"Design innovation is the driving force behind Delmar's continued growth. From the beginning, we have aimed at the demand released by consumption upgrades and focused on solving consumer pain points from product design." A few days ago, Delmar's Li Junwei said in an interview with a reporter from China News Agency.
Delmar was formerly a design company, and its design genes are rooted in the company's development. A strong sense of product design is the key to distinguishing it from other home appliance brands.
In recent years, the changes in consumer demand of the Chinese people have brought new opportunities for Internet small household appliances. Small household appliances with unique advantages such as functional segmentation and portability are quite popular among young consumers.
Facing new business opportunities, different from traditional home appliances such as refrigerators, air conditioners, and televisions, Delmar small home appliances emphasize portability, multi-functional combination, wireless and visualization functions in product design.
It is precisely by virtue of the category differentiation strategy that Del Mar has successfully made a name in the circle of many major home appliance brands in Shunde such as Midea and Galanz.
"Delmar has set the target consumers as the'post-85s','post-90s' or even'post-00s' groups. In addition to their rigid needs for the functions of home appliances, they also gradually demand quality of life, which gives us opportunities for development. ." Li Junwei said.
This year, the new crown pneumonia epidemic has had a great impact on the retail industry, but the market for small home appliances, which focuses on health concepts, has bucked the trend. For example, Delmar's vacuum cleaners and water purifiers are very popular online.
Li Junwei told reporters: "In the live broadcast of Simba's comeback on June 14 this year, 100,000 Delmar water purifiers were sold in 5 minutes, creating a myth in the industry, and we were all terrified. Later, we added more. The horsepower was produced for 3 months before the goods were delivered."
Since the beginning of this year, Delmar has actively deployed short video, live streaming and other emerging formats, built its own short video and live broadcast team, and leveraged external celebrities to bring goods and Internet celebrity live broadcast outlets for marketing, in Taobao, Jingdong, Douyin, Kuaishou Other platforms have carried out live broadcast activities, and the live broadcast of goods has accumulated more than 200 million yuan (RMB, the same below) in sales.
On October 10th, in Delma Electric Co., Ltd., located in Shunde District, Foshan City, Guangdong Province, staff checked the quality of products on an automated production line.
Photo by China News Agency reporter Chen Jimin
Li Junwei said that it is expected that Delmar's live streaming sales this year will account for 30% of the company's overall sales.
According to the "Research Report on China's Small Home Appliances Industry Market Supply and Demand and Competitive Strategies for 2020-2026" released by Zhiyan Consulting, the market size of China's small home appliance industry will exceed 460 billion yuan in 2020, and consumption will continue to be upgraded in the next 3 to 5 years. Period of high growth.
The prospects for the development of small home appliances are promising. In the past two years, Delmar has completed three rounds of financing totaling more than 1.2 billion yuan.
At the same time, Delmar Electric completed the acquisition of Philips' global water health business.
Li Junwei revealed that Delmar is expected to be officially listed in June and July next year.
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