"Immersive home" has become popular, and smart small appliances have become the "new favorite" of young people.

Have you ever seen the short video of "Immersion Home"?

"The ritual feeling of young people returning home", "Don't do it if you can", "Mom is shocked when she comes to my house..." In these videos, intelligent small household appliances such as alcohol spray gun, hand sanitizer, intelligent speaker, air fryer, automatic water dispenser, floor sweeping robot, intelligent trash can, tooth washer, air humidifier and so on appear one after another to show the audience a relaxed and high-quality picture of a good life.

The popularity of the "immersive home" video reflects the changes in the market. Compared with traditional home appliances, smart small home appliances with more refined shapes, more subdivided functions and more convenient operation have become the "new favorite" of contemporary young people in the process of opening their independent lives.

Smart small household appliances: the "good heart" of "Generation Z"

Small household appliances are different from high-power and large-volume household appliances (such as refrigerators, washing machines, air conditioners, etc.), which are generally small and widely used, mainly including kitchen and bathroom small appliances, household small appliances and personal care small appliances.

With the young people known as "Generation Z" increasingly becoming the main force of consumption, small household appliances with good looks, full creativity and low threshold of entry can effectively assist young people's personal home life, meet the young people's desire to easily improve their quality of life, and set off a new consumption trend.

According to the "Monitoring and Case Study Report on the Consumption Trend of China's Smart Small Home Appliances Industry from 2022 to 2023" by AIMedia Consulting, China's smart small home appliances are showing a sustained development trend, and the market size is expected to reach 192.4 billion yuan in 2023. The age of consumers is concentrated in 26~30 years old and 31~40 years old, more than 70% in total; Most of them have middle or above income level, and are mainly distributed in the first and second tier cities and new first-tier cities (75.5%).

"Generation Z" is becoming the main consumer group of smart small household appliances. Whether buying or renting, small appliances are increasingly appearing in their lives and playing an important role.

"If you rent a house outside, you can't change the hardware, but you can improve the quality of life from the software. Smart small appliances are easy to use and inexpensive. Buying them can greatly improve your sense of happiness." Over the past two years, Xiao Zhang, an office worker, has purchased one after another "small items" at home - electric toothbrush, tooth washer, wall-breaker, electric kettle, electric hot pot, intelligent foot bucket, and so on, which occupy half of Xiao Zhang's "home".

"Newlywed young people prefer to purchase smart small appliances with complete functions and greatly liberate their hands." The shopping guide in the mall pointed to the commodity display and told the reporter that small kitchen appliances that can use mobile phones to remotely operate and make reservations for cooking, electric cookers that combine cooking and roasting, floor sweepers, window cleaning robots, and floor washers are very popular.

Secret of the popularity of small household appliances: free hands, easy to use and inexpensive

Why do "Generation Z" young people like smart small appliances? It is because smart small household appliances meet their improved demand for a better lifestyle with appropriate size, price and function.

"Young people entering the society from school need to build their own lives independently, and compared with the older generation of parents, we are more willing to buy all kinds of smart small appliances to meet their personalized needs, and really improve the quality of life," Zhang told reporters, "I used to brush my teeth in an incorrect way, resulting in wedge-shaped defects in my teeth. When using an electric toothbrush, I only need to put the toothbrush on the teeth. The operation is simple and the brush is cleaner. I don't need to worry about tooth damage any more."

The success of the market lies in meeting the needs of consumers. Bakers, electric stewers, air fryers and other small kitchen and sanitary appliances have realized the desire to make delicious food easily and quickly; Small household appliances such as air purifiers, sweeping robots, and floor washers have replaced some manual labor and freed hands; Small personal care appliances such as beauty instruments, tooth punches, hair curlers and so on have created a "better self", which are very attractive to young people.

"Most of the young and middle-aged groups, such as the '80s' and' 90s', have higher income and education levels, younger consumption concepts, and new requirements for home quality. They tend to try all kinds of smart small household appliances and gain and improve their sense of life happiness, while the price of ordinary smart small household appliances is between 100 and 1000 yuan. This price is easy to start, and consumers have little pressure to buy." The shopping guide told the reporter, "Now there is a new trend. Smart small appliances have become a good gift for many young people. Multi-functional baking pans are the most popular products with social functions."

In addition, the promotion of Internet content platforms and bloggers has further promoted the popularity of smart small appliances. Under the "saturated marketing" without dead ends, the new home lifestyle with smart small appliances has reached the hearts of thousands of audiences and potential consumers. Smart small appliances can be seen in blogger promotion, information flow advertising, and live broadcast with goods.

Future prospects: multi-functional and intelligent development

In fact, the problem that small household appliances focus on marketing rather than products is also emerging. On all major complaint platforms, the number of complaints about small household appliances has always been high, most of which are product quality, after-sales service and other issues. Compared with the mature and standardized large household appliance industry, the small household appliance industry has a low entry threshold and is in the stage of barbaric growth. Some manufacturers choose to occupy the market space by reducing product costs to reduce prices, resulting in certain product function and quality problems.

The Report on the Monitoring and Case Study of the Consumption Trend of China's Smart Small Home Appliances Industry from 2022 to 2023 also points out that, on the whole, there are still many enterprises in the smart small home appliance industry that produce products that are homogeneous and lack the ability of independent innovation, and there are few enterprises with the ability of differentiation, high-end product design, research and development, and production. Especially in the field of small household appliances, the overall technical gap between domestic brands and internationally renowned enterprises is still relatively obvious, and the overall level of the industry still needs to be improved.

For this, Liu Yunpeng, Secretary-General of the Municipal Association of Home Appliance Vendors, said frankly: "The small home appliance industry has entered the stock stage after rapid growth, and the market is facing a reshuffle. Not only are traditional home appliance brands increasing the investment in research and development of smart small home appliances, but also after the Internet brands come off the market, their products tend to take into account the design fashion, quality assurance, and low price, which will gradually squeeze the living space of some manufacturers. Emerging small home appliance brands such as Bear Appliance, Feike Appliance, Mijia, Covos, Stone Technology, etc With excellent performance, R&D and marketing are taken into account, and a large number of young people are attracted by it. "

"In the future, smart small household appliances will develop towards intelligence. This not only means that smart small household appliances are refined and upgraded in their original functions to provide consumers with 'one machine with multiple functions' experience, but also means that smart small household appliances are becoming the entrance to smart home and forming a whole-house smart life ecosystem. At this time, under the trend of consumption upgrading, the potential of smart small household appliances market is expected to be further released." Liu Yunpeng said.