In 2022, the market of small household appliances will be resilient, with opportunities and challenges in the future!

Small household appliances without "hard demand" attribute have maintained a rapid growth trend in the household appliance market in recent years.

Reviewing the 2022 kitchen appliances, we can say that opportunities and challenges coexist! After "roller coaster" growth, under the background of the overall market downturn and the return of consumer demand to the daily market, in 2022, kitchen small appliances will seek development in the changing situation, showing a strong market growth resilience. The categories are more and more subdivided, the scenarios are more and more diversified, and the product system is more and more rich, which also makes the market and industry see the huge market hidden behind each piece of small household appliances.

The trend of traditional categories is still low

Among them, in 2022, the trend of traditional categories in kitchen small appliances will be relatively low, showing different degrees of decline year-on-year. The market change of such subdivided categories as rice cookers, electric pressure cookers and electric kettles that are just needed at home has basically not seen significant fluctuations. At the same time, the market growth of such categories as soybean milk machines, juice cups and induction cookers that have relatively single use functions and can be replaced is not optimistic.

In fact, this is not difficult to understand. Due to the relatively high household share and the relatively single use of product functions, the relatively rigid demand category of kitchen small appliances is not the key to driving the growth of the industry. Against the backdrop of the overall market downturn, the downturn may continue for a long time.

Emerging categories represented by coffee machines drive industry growth

Air frying pan is a phenomenal product in small household appliances. Under the epidemic situation, people's demand for air fryers that are easy to use and convenient has increased rapidly. With the promotion of emerging channels such as e-commerce live broadcast and short video platform, air fryers have become phenomenal products in the small household appliance industry and become popular rapidly. In 2021, the sales volume of small kitchen appliances industry will exceed 7.55 billion yuan. "Air frying pan" is the first category of small kitchen appliances industry in 2021, accounting for 20.7%, and ranking first in both Tiktok and Kwai platforms. In 2022, the air frying pan will continue to be popular, and the market growth will continue to rise.

At the same time, this year, there is another popular category in the small household appliance market - coffee machine. According to relevant data, in 2022, the sales of coffee machine Tmall will continue to grow for six months, with the highest year-on-year growth rate of more than 200%, which seems to be a "high-end new demand" small appliance. For the pursuit of quality of life, more and more coffee lovers have moved small portable coffee machines back to their homes.

The accumulated online promotion data from January to August 2022 shows that the retail sales of air fryers, electric steamers, multi-function pots and coffee makers are+136.1%,+53.4%,+41.7% and+33.8% year on year respectively. Under the overall downturn of the market, new products such as air fryers and coffee makers have also become the key to driving the growth of the industry.

E-commerce greatly promotes nodes, and small household appliances are full of toughness

It is not difficult to find that, no matter in the first half of this year's 618 or the second half of this year's "Double 11" e-commerce promotion, the sales promotion scale of the small household appliances market has performed well, and there is some late momentum. In all kinds of e-commerce promotion nodes, consumers are keen to buy small electronic products with rich functions and inexpensive prices to meet the daily use needs. In fact, in recent years, small household appliances have almost always been the regular customers of hot selling categories in e-commerce promotion nodes. At the same time, with the prevalence of "single person economy" and "lazy economy", the popularity of small household appliances has doubled, and more and more users have moved back home a variety of small household appliances that can meet the needs of users for cooking and cleaning.

In addition, it is worth noting that the camping boom in the first half of this year has also led to small fans, barbecue ovens, small electric pots, and even small refrigerators. Multi party data also showed that during the holidays such as the May Day Dragon Boat Festival, the sales of camping items, including a variety of portable small appliances, rose sharply. The arrival of cold air in autumn and winter also led to a short-term substantial growth in the sales of household heating appliances such as heaters and electric blankets. Shows strong category growth resilience.

Online channels still dominate, and the market of small household appliances in 2022 will slow down

Online channels have always been the main battleground for small household appliances. On the one hand, compared with offline channels, which need a lot of cost, the early e-commerce channels have low cost, more extensive display platforms, and the rapid development of the logistics industry, which makes small household appliance enterprises use online channels as the main marketing channels. On the other hand, small household appliances are small in size and do not need to be installed. The low price of single products also fits the characteristics of online sales. In recent years, with the rise of the boom of live broadcast with goods, more and more young consumers are keen to plant grass in the live broadcast room.

Throughout 2022, online channels will still be the core battleground of small household appliances, and live broadcast e-commerce and short video marketing platforms will also drive the development of small household appliances industry to a certain extent. However, from the perspective of relevant data parties, in 2022, the growth rate of online channel proportion of small household appliances will slow down to a certain extent, and the online proportion of some categories will gradually approach saturation.

The trend of product intelligence is becoming more obvious

Air ice washing and other large household appliances are indispensable and just needed products for users in their home life, while small household appliances can be seen as sharp tools to improve and improve the quality of life. With the rise of a new generation of consumer groups, such as the post-90s and post-00s, they are more pursuing quality and fashion in terms of products. At the same time, as people continue to recognize the concept of health, users are more inclined to healthy products in terms of product selection. In recent years, the structure of small household appliances has been significantly upgraded, and the market share of high-quality and healthy small household appliances has been increasing.

Looking forward to the small household appliance industry in 2023

In general, as a sub category with long-term growth potential in the household appliance industry, the small household appliances category has a large market development space. Small household appliances are more like fast moving consumer goods. With successive product iterations and upgrades, they have met the needs of users in different scenarios and stages. Small household appliances have begun to play an increasingly important role in improving people's quality of life. At the moment when the consumer market turns to the young consumer group, small electric products with high appearance and multi-function may still be the focus of market development.

With the continuous development of the Internet of Things and 5G technology, home appliances are integrated into the Internet function, and the realization of network connection is also the general trend of industry development. The trend of small household appliances in the future will also change from practical and single to customized intelligent operation, realizing simple and basic online control and other operation functions to meet the needs of consumers.

At the same time, opportunities and challenges coexist for the small household appliance market. Serious product homogeneity and uneven product quality are still the main problems restricting the development of the industry. In the homogeneous competition, some brands are faced with the reality of being squeezed out of the market at any time. With the normalization of market review, relevant manufacturers also need to reposition their products and markets, base on product innovation and seek differentiated competition to better base themselves on the market.