2023 Personal Care Small Home Appliances Summary: Clear Needs, Moving Forward with Light

The year 2024 has arrived as scheduled. Looking back at the whole year of 2023, personal care small appliances have made great progress and finally delivered a satisfactory answer. According to the online promotion data of AVC, the scale of the three categories of hair dryers, electric toothbrushes, and electric shavers has all achieved growth. Among them, the retail sales of hair dryers are 9.06 billion yuan, an increase of 29.9% year-on-year, the retail sales of electric toothbrushes are 5.58 billion yuan, an increase of 4.2% year-on-year, and the retail sales of electric shavers are 9.37 billion yuan, An increase of 11.2% year-on-year.

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Channel differentiation intensifies, and emerging channels still have sufficient momentum

The epidemic has further exacerbated the fragmentation of online channels, and enterprises are no longer relying on single channel sales. Channels such as live streaming e-commerce, content e-commerce, and community e-commerce are rapidly rising. Personal protective small household appliances have the characteristics of strong practicality, high repurchase rate, and low unit price, making them very suitable for sales in emerging channels. In 2023, the proportion of Tiktok of hair dryer, electric toothbrush and electric shaver will increase significantly, among which the proportion of Tiktok of electric shaver is the highest, followed by hair dryer and electric toothbrush. Although the sales volume of the electric toothbrush accounted for only 18.3% of the total, the sales volume of the electric toothbrush has reached 39.7%. The online channel of personal care small appliances shows that Tmall, JD, and Tiktok are in the same position.

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Hair dryers: In the era of national high-speed development, how can brands break through boundaries?

Driven by high-speed hair dryers, hair dryers have always been in the stage of secondary upgrading. Especially this year, the brand and number of high-speed models have shown a surge, and the dilemma of homogenization has emerged. How to increase competitiveness and break through the circle is an urgent issue for each brand to consider. Currently, the brand mainly focuses on the following three aspects.

Firstly, in terms of price, the price of high-speed hair dryers has sharply declined, with an average price of 707 yuan in 2023 and an average price of 320 yuan for new models. Among the top 10 brands, 7 have already launched low-priced high-speed hair dryers for around 300 yuan.

Secondly, in terms of product appearance, brands have upgraded their products to break product homogenization and increase their competitiveness, including temperature light display, hollow air duct, unique design, ultra-thin body, contrasting color design, gift box packaging, and IP co branding.

In terms of functionality, the high-speed foundation is combined with the blowing protection function to enhance the user experience. From the original water ion and hair collagen, this year, the hair care mode has added platinum anion, fragrance essence, double ion and other functions, and the hair care mode has blossomed at many points. Some brands combine hair dryers and curling bars to launch a versatile product that combines styling and curling into one machine.

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Electric toothbrushes: driven by both demand and supply, with a resurgence in scale

A few years ago, electric toothbrushes once exploded in the oral market due to their health attributes. However, between 2021 and 2022, the problems brought about by rapid growth have gradually become apparent, with severe market homogenization, lack of innovative products, uneven quality, and a continuous decline of about 20% in scale for two years. This is thought-provoking, and the blue ocean of electric toothbrushes is still no longer there?

In fact, starting from 2023, the scale of electric toothbrushes will begin to recover. There are two reasons: from the perspective of the population, the penetration rate of electric toothbrushes is still low, and there is ample space for popularization. At the same time, the importance of oral health among residents is also increasing day by day. Secondly, from the perspective of the industry, the average price of the industry will rise in 2023, and the Tiktok channel will play a strong role in driving the industry scale.

From the perspective of price range, the price range of electric toothbrushes is converging towards the middle end. The price range of 150-200 yuan and 250-300 yuan has seen significant increases. The proportion of low-end prices below 100 yuan has significantly decreased.

In terms of products, from "roll price" to "roll function", electric toothbrush products are gradually differentiating, with significant intelligent upgrades. Some brands have launched screen visualization functions, some have launched a new "sweeping vibration" brushing mode, some have added plaque detection function to make brushing more reassuring, and some have added variable frequency gingival protection function to improve brushing comfort.

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Electric shavers: finding new opportunities in crowd scenes

The sales volume of electric shavers increased by 11.2% year on year driven by emerging channels, of which the lack of power in traditional e-commerce decreased by 0.4% year on year, and the Tiktok channel increased by 56.5% year on year.

From a price perspective, the price of electric shavers shows a K-shaped differentiation trend, with prices below 150 yuan and above 500 yuan experiencing growth. The demand for portability among consumers has driven up the low-end market share, while the demand for skin health management has driven up the high-end market share. For portable electric shavers, after experiencing a period of rapid development in the first two years, the scale is now basically saturated, and the product trend can develop towards irregularity and enhancing fun; There are two main types of skin health management, one is suitable for acne prone skin to improve product comfort. The second type is functional integration, which meets various male grooming needs by replacing accessories such as razors, hair trimmers, and facial cleansers.