Air fryer doesn't want to become a "viral internet celebrity", let's see how small household appliances in Zhejiang plan to change

Air fryer sales have declined since the beginning of this year

The "Double Eleven" has just come to an end, and in the 15th year of the e-commerce "manufacturing festival", if there is any common strategy among various platforms, "returning to low prices" is the most obvious one:

JD spot sales, using the source purchase price to "punch" the head live streaming room; Tmall offers discounts on just one item and no longer does complex math problems. And in the battle, there is a product on the track with extremely fierce competition - the air fryer.

Philips' air fryer only costs 330 yuan? I've been looking for this one for a long time, and it usually costs nearly 500 yuan. "Throughout the e-commerce festival, WeChat group members occasionally sent" fleece picking "links, and some top brands even offered low prices of 99 or 119 yuan.

Behind the constantly escalating prices is the anxiety of merchants. Starting from the first half of this year, the sales of air fryers have significantly declined, with sales data and corporate performance pointing to the fact that "air fryers can no longer be sold".

Cixi City, Zhejiang Province, produces and manufactures about 60% of the world's small household appliances, with a market size of hundreds of billions. Air fryers are one of its important sub categories. What impact will the decline in sales have on local enterprises? How will the air fryer go against the wind? We talked to local practitioners.

Lazy economy once helped air fryers become internet celebrities

The once hot track has become a "cold pot"?

Looking back at the "Double Eleven" battle report, Dong Jingjing, the brand leader of Ningbo Youban Intelligent Technology Co., Ltd. (hereinafter referred to as "Youban"), exclaimed, "It's too overwhelming

In order to cope with the price competition of the air fryer category, the company mainly promoted a "impulse hot model" priced at 179 yuan during the e-commerce festival, and lowered the price repeatedly, hitting a low price of 149 yuan. Live streaming can only be done with the goal of not losing money. Even so, the sales of this year's "Double Eleven" were not as expected, and the total sales of the enterprise were fixed at 10 million yuan, a decrease of 3 million yuan compared to the same period last year.

In 2019, "Youban", which landed in Cixi, is an independent brand under Ningbo Jiale Intelligent Technology Co., Ltd. The former is one of the world's largest ODM manufacturers of air fryers. Sharing more than 300 technology patents from its parent company, and taking advantage of the rise of the "lazy economy", the first year of the establishment of the "pot industry newcomer" Youbian saw its sales surge to 100 million yuan.

Manufacturers launch reversible air fryers to attract consumers

Dong Jingjing experienced the highlight moment of an air fryer. As the former "Internet celebrity Crispy fried chicken", Tiktok has played more than 10 billion related courses of "air frying pan", and more than one million related notes on Little Red Book. "Air frying pan frying everything" has become one of the 2022 top ten life trends released by Little Red Book. According to data from OviCloud, in 2022, the cumulative online sales of air fryers increased by 55.09% year-on-year, sales increased by 49.18% year-on-year, offline sales increased by 83.62% year-on-year, and sales increased by 97.22% year-on-year.

But this year, Youban clearly felt that sales could not be boosted.

Many consumers have gone through the process of following the trend and buying, and in the first half of this year, the sales and sales of air fryers have experienced a roller coaster like decline in all aspects. According to the omnichannel promotion data from January to September this year on Ovi Cloud Network