"618" spoiler Small appliance consumption new trend enterprises create diversified product matrix

Floor washers, acarid removers, intelligent toilets, electric clothes dryers, Speaking in tongues speaking floor sweepers... During the "618" period of this year, Small appliance on e-commerce platforms such as JD and Tmall were sold hot, and some new products were popular, which "revealed" the new trend of Small appliance consumption.

As the most important shopping festival of the year, the sales performance of "618" promotion has attracted industry attention. According to JD's "618" data, beauty and health Small appliance in the category of personal care Small appliance are selling well this year. The household beauty instrument has become the standard configuration for many women, the Massage chair has become a sharp tool for office workers to relax, and the Electric toothbrush is rapidly popularized among people of different ages. In addition, the sales growth of smart toilets, smart clothes dryers, smart lifting tables, and smart disinfection toothbrush holders is also significant.

Alibaba released the "618 Top Ten Lazy Artifacts List" in terms of Small appliance consumption. Lazy people's egg cookers, Speaking in tongues speaking floor sweepers, portable automatic mahjong machines, automatic clothing care machines, automatic shoe washing machines, floor hair dryers, window cleaning robots, lobster washing machines, underwear washing machines, automatic cooking machines and so on are among them.

Yushengtu, a coffee machine brand under the listed company Xinbao Co., Ltd., has participated in the "618" event for the third consecutive year this year. '618' is of great significance for Yum Brands and can to some extent determine the brand's annual sales, 'said Guo Junjie, Yum Brands' head.

Many insiders said that the Small appliance market showed diversified consumer demand, and some emerging categories showed strong growth momentum.

The research paper of CICC said that by observing the consumption trend of "618" Small appliance, it was found that the cost performance consumption, self satisfaction consumption, emotional consumption, western Small appliance consumption and other consumption driven by technological inclusion kept growing, showing the characteristics of diversification, and Small appliance became a new highlight in the household appliances sector.

In the annual "618" event, Small appliance enterprises have been riveted to their strengths. Some new products have been launched for instant sale and have received gratifying "report cards", which not only demonstrate the strength of related hard core products and the ability to operate in a refined way, but also open up greater growth space for enterprise development.

Chen Jingshan, Secretary of the Board of Directors of Xinbao Group, told Securities Daily: "Dongling, Mofei, Mingzhan, Yushengtu, Gelan, and other brands are all under the company's umbrella. The company utilizes its long-term accumulated comprehensive product capabilities and adopts the method of 'popular products+content marketing'. Based on the positive results of the company's operation of Mofei brand business, this method is gradually expanded to other independent brand businesses of the company

The person in charge of Xiaoxiong Electric recently stated during an institutional survey: "The company pays close attention to the" 618 "promotion, which is a major sales node in the first half of the year, and will have a certain impact on sales confidence and morale. Although the Small appliance industry is fiercely competitive, it is not closed competition, and there is no trade-off. There is room for growth in many incremental dimensions, such as new products, new needs, etc. The company has many future growth dimensions and paths, including the improvement of the company's market share, channel and category development The key is to look at the company's product strategy and operational capabilities

As the world's leading intelligent sweeping robot enterprise, Roborock has continuously enriched its product matrix. It is reported that since the beginning of this year, the company has successively launched multiple new products of sweeping machines and a new product of a washing and drying integrated machine. In the domestic market, Roborock has adopted the strategy of consolidating the middle and high-end brand image, laying out multi price segment products and covering all price segments.