Each market segment brand has its own magic power.
There are many kinds of products in the small household appliances industry, which are divided into small kitchen appliances (microwave oven, electric kettle, electric coffee pot, food processor, fryer, rice cooker, toaster, induction cooker, electric oven, etc. Small household appliances (electric irons, vacuum cleaners, electric fans, etc.). ) and personal care appliances (hair dryers, razors, etc. ) according to their use. According to the data provided by CCID, in 2006, small kitchen appliances accounted for 8 1.2% of the total market share. On the one hand, there are many categories of products classified into the statistics of small kitchen appliances; On the other hand, microwave ovens, rice cookers and other products have become indispensable kitchen appliances in the daily life of modern families, and their market sales have been very prosperous.
In 2006, well-known brands of small household appliances continued to expand their leading edge in the industry. Through the horizontal comparison of brands, we can see that Philips and Panasonic have obvious competitive advantages in the field of household and personal care small household appliances, while Midea, Galanz, Haier and Supor have certain competitive advantages in the field of kitchen small household appliances. It is worth mentioning that Du Ya, Aopu and Jiuyang all started their brand awareness with single products, occupying an absolute leading position in the market segments of air purification humidifier, Yuba and soymilk machine respectively. However, in some small household appliances with large markets, the brand concentration has been significantly improved, and the market position of strong brands has been reflected.
The brand concentration of small kitchen appliances is constantly improving.
After years of market promotion, consumers have a better understanding of the functional characteristics of small kitchen appliances and are gradually accepting them. Small kitchen appliances enter consumers' homes with their energy-saving, practical and healthy images, and are gradually recognized by consumers. Compared with traditional cooking methods, small kitchen appliances are safe, convenient, easy to clean and efficient, and have obvious functional advantages. In recent years, the sales volume of small kitchen appliances in China has increased by more than 10% every year. According to CCID Consulting's data, in 2006, the overall size of the kitchen small household appliances market in China reached 69.24 billion yuan, an increase of 14.59% compared with 60.45 billion yuan in 2005. Among them, as the main force of kitchen and bathroom appliances, the market sales of gas stoves, range hoods and rice cookers reached1/kloc-0.5 billion yuan, 8.04 billion yuan and 3.92 billion yuan respectively.
The market demand for small kitchen appliances is increasing and developing rapidly. At the same time, consumers also put forward higher requirements for the products themselves, such as variety of types, high-quality design and practical functions. In the fierce market competition environment, in order to win more market share, enterprises are reducing product prices while enriching product lines.
With the agglomeration of industries and the infiltration of capital, the kitchen small household appliances industry will show a trend from strong to weak or even eliminated. In 2006, after several years of cultivation, the kitchen and bathroom appliance market has gradually formed a benign market subject, and the brand concentration has been further improved. According to CCID Consulting's statistics, the main active brands in the rice cooker market are Midea, Supor, Galanz, Triangle and Hemisphere. Among them, Midea occupies 46.6% of the market share and has the absolute right to speak in the rice cooker market. The range hood market is mainly Shuaikang, Boss, Tai Fang, Vantage and other brands, accounting for 43.8% of the total market. The top five brands in the gas stove market are Vantage, Shuaikang, Midea, Boss and Tai Fang, accounting for 13.2%, 8.0%, 6.3%, 3.8% and 3. 1% respectively.
Small household appliances have become a new hot spot.
Small household appliances mainly include traditional products such as electric fans, electric heaters and electric irons, as well as emerging products such as vacuum cleaners, air humidifiers and air purifiers that have risen rapidly in recent years. Driven by the buying craze, the small household appliances market, once regarded as a marginalized product for a long time, was activated in 2006 and became the new favorite of urban consumers. The number of small household appliances has become another new indicator to measure the quality of life. In 2006, the annual sales of small household appliances in China reached 654.38+0.263 billion yuan, accounting for 654.38+04.8% of the market share of small household appliances, an increase of 654.38+02.6% over 2005 (see Table 4). Many home appliance manufacturers have also entered this field, relying on the original brand, channel and technical advantages to quickly "make waves", which has contributed to the current competitive pattern of household small household appliances market.
In addition, several leading manufacturers of small household appliances pay great attention to the development of overseas markets while expanding their industrial scale, and enter overseas markets with the advantages of complete varieties, low prices and relatively standardized market operation, becoming the fist products of small household appliances export. CCID Consulting predicts that the small household appliances market in China will continue to increase in volume in the next five years, with a growth rate of around 7%. It is estimated that the market scale in 20 1 year will reach 1, 8 1 100 million yuan.
Personal care small household appliances contain attractive profit margins.
If compared with refrigerators, washing machines, air conditioners and other large household appliances, electric shavers, hair dryers and other small commodities can also be sold for more than 1000 yuan, then you can imagine how much profit they will have. According to analysis, consumers are willing to pay a lot of money for small products, mainly because they want to enjoy the products in the future. Therefore, compared with other small household appliances, personal care small household appliances emphasize the overall quality such as design, scientific and technological content, material selection, practicality and comfort. High profit margin makes it easier to attract powerful enterprises to participate in the competition, and also promotes the continuous upgrading of the field of personal care small household appliances. In 2006, China's personal care small household appliances market became a new profit growth point for many household appliance manufacturers, and all kinds of product markets were in the introduction period, with broad development prospects.
According to CCID Consulting's data, the market scale of personal care small household appliances in China reached about 48 million units in 2005, and it continued to grow at a high speed in 2006, with a total of about 55 million units, with a growth rate of 14.5%. Sales also increased from 310.20 billion yuan in 2005 to 3.44 billion yuan, with an increase rate of 10%.