Household appliances are becoming more and more "mini" consumers are mostly young people

According to the data of the seventh national population census, the average family population in China is 2.6. More than 15% of the families are single families, and the single population has exceeded 240 million. With the development of economy and society and the change of family structure, this group is still growing. For the demand of "one person for food" and "one person for use", "mini" small appliances are just needed. According to the station data of "What is worth buying" in the Scientific Consumption Guide, during the "Double 11" this year, the categories of small household appliances such as air fryers, cooking machines, coffee makers, etc. have increased to varying degrees. It can be seen that the number of single people living alone is expanding, making all kinds of "mini" household appliances more and more concerned and sought after.

Hot sale of single person electric hot pot

The heavy snow has passed and winter is coming. According to iResearch data, hot pot consumption has an obvious seasonal attribute, and consumers prefer hot pot in autumn and winter. Some netizens joked that "it is a great disrespect to the cold wind outside the house not to eat a steaming hot pot in the cold winter". Recently, the reporter visited the market and found that a single person electric hot pot is selling well.

The reporter came to Suning Yigou College Road Store in Haidian District, Beijing. In the kitchen appliance area, various small capacity electric hotpots were placed on the shelves. The tank capacity ranged from 1 liter to 2.5 liters. The price was mainly between 100 yuan and 200 yuan. The main differences were in brand, style, power, intelligent functions, tank material and coating. The salesperson told the reporter that in recent years, small capacity household appliances have attracted more and more attention from consumers. Many of the people who come to buy them are single tenants or students at school. Such small kitchen appliances are small and convenient and do not take up space. Making a small pot at a time does not waste food materials.

On the online shopping platform, electric hot pot is also popular. The reporter saw on the e-commerce platform that the mainstream price of electric hot pot was between 40 yuan and 200 yuan. Among the shops with the highest sales ranking, the monthly sales of electric hot pot exceeded 10000 pieces. At the same time, the reporter also found that, compared with offline, there are more styles on the e-commerce platform that can meet the more detailed needs of different consumers, such as a small electric hot pot with cloisonne shape, a single pot with integrated cooking and rinsing, and a low-power single pot specially designed for power limitation in university dormitories.

"Mini" small household appliances are favored

n the Suning E-shop, the reporter also noticed that in addition to the electric hot pot, the electric rice cooker, health preserving pot, electric kettle, electric pressure cooker, egg cooker, and even the water dispenser and electric oven all introduced small capacity models suitable for one person to use. In this regard, Zhang Yuang, the person in charge of the "What is worth buying" commercial operation center, said that, on the one hand, with the accelerated pace of work and life, the phenomenon of "internal volume" and "996" in the workplace has consumed too much time and energy of young people, which makes them unwilling to face the additional complexity and pressure of housework; On the other hand, contemporary young people pay more attention to pleasing their own consumption, and are keen to pursue the sense of ritual in life. Even if they live alone, they should live a life of taste. "Improving the quality of life and optimizing the living experience" has become the core appeal of the new generation of young people living alone. In terms of household appliances selection, "mini" small household appliances are more likely to be favored by young people living alone by virtue of their advantages such as high beauty, strong functions, power saving and easy cleaning.

In the interview, Suning E-shop revealed that since November, the sales of Suning E-shop's "mini" electric hotpot have increased 90.63% month on month, and the sales of "mini" health care pot have increased 47.69% month on month. The relevant person in charge of Suning E-shop said that the low unit price, diversified functions and high cost performance of "mini" small appliances were the important factors that made them popular among young single groups compared with Daejon. "In the eyes of single young people, household appliances are getting smaller, while their control over life is growing.

More than 70%  are domestic brands

According to the data in the "What's Worth Buying" website, during the "Double 11" this year, domestic brands still took the lead in the category of kitchen small household appliances. The top three brands in total commodity transactions were Midea, Supor and Jiuyang in turn, while the domestic brands accounted for more than 70% of the top ten brands in single product sales.

The relevant staff of Midea told the reporter that Midea has a very rich layout in "mini" small household appliances, including rice cookers, electric kettles, electric pressure cookers, air fryers, electric boilers, etc. In September this year, Midea launched the "Midea wanton series" products, focusing on the core needs of single people from the perspective of product function configuration, and fully considering the needs of students and migrant workers from the perspective of product price, which are characterized by high face value, no land occupation, small capacity, low customer price, etc.

In addition, Midea has also set up online brand self run stores for single people, opened "Midea Midea Life Appliance Store" in Tmall and "Midea Kitchen Appliance Store" in JD. The two stores have made differentiated scenes from product launch, visual presentation to customer service after-sales, specializing in "mini" small appliances to serve young people.

Mijia kitchen appliances under Xiaomi also launched various "mini" small household appliances, such as accompanying juice cups that can be used at home or taken out, portable electric cups with a capacity of 350 ml that can be just enough for one person to drink, and removable 1-liter pure water bottles that are suitable for renters

It is worth mentioning that, in addition to young people who are single, Mijia Kitchen Electric believes that many elderly people who live alone are also consumers of "mini" small appliances, because they have a small appetite and pay more attention to diet control. "For example, the traditional electric rice cooker is basically 3 to 4 people. Each time you steam rice and cook porridge, you can't put too little. It's a waste to eat too much. And the 'mini' small appliances just meet the needs of the elderly living alone. You can eat fresh food, save electricity and space."

Intelligence becomes the future trend

Like traditional household appliances, small appliances have also opened the way of exploration in the field of intelligence. Young people are particularly interested in the intelligent functions of small household appliances. They not only hope that the whole house can be intelligentized through voice control to experience the convenience of life, but also hope that they can get a fresh feeling in the use process to highlight the quality of life.

The staff of Mijia kitchen appliance told the reporter: "In response to this popular trend, Mijia has launched many smart small appliances, such as Mijia Smart Rice Cooker 2, Mijia Smart Multi functional Cooking Pot, Mijia Smart Small Oven, and so on, which have received a lot of praise."

"What is worth buying" station data shows that the "intelligent cooking machine" catering to the current diversified cooking needs, as a new force in the field of intelligent kitchen electrical subdivision, is gradually becoming a kitchen helper for more and more young people living alone. During the "Double 11" period this year, the sales volume of "intelligent cooking machine" related products increased by 169.56% year on year; In addition, using "intelligent projection" as the keyword search, the total commodity transactions of related commodities increased by 31.3% year on year.

According to the Report on Monitoring and Case Study of Consumption Trends in China's Smart Small Appliance Industry from 2022 to 2023, China's smart small appliances are showing a sustainable development trend, with a market scale of 155.7 billion yuan in 2021 and expected to reach 192.4 billion yuan in 2023. With the improvement of the consumption capacity of young consumers with higher demand for intelligence, the market potential of smart small appliances is expected to be further released.