Small kitchen appliances and personal care appliances, a market of over 200 billion yuan, a growth of 15% …
Editor’s note: This article comes from WeChat public account ” Castle capital “(ID: cyanhillvc) , author: Aoyama capital investment research center.
The overall scope of the home appliance industry is very wide, and the market conditions of different categories are also quite different. According to the effectiveness, it can be divided into: temperature control (air conditioner / electric blanket / heater, etc.), cleaning (washing machine / vacuum cleaner / sweeping robot, etc.), audio and video (TV / projector / smart speaker, etc.), digital (desktop computer / laptop computer / Tablet PC, etc.), large kitchen (range hood / gas stove, etc.), small kitchen appliances (electric oven / wall breaker / electric fryer, etc.), personal care appliances (shaver / hair dryer / facial cleanser / Electric toothbrush / head massager, etc.).
This article focuses on small appliances with a high degree of discussion, including kitchen appliances and personal care appliances. Other types of appliances are not discussed. The overall home appliance industry market is about 800 billion yuan, which has remained stable in recent years with little growth. However, the growth rate of the small household appliances sector is significantly higher than that of other high-growth consumer goods industries. This year’s “March 15th” coincides with the epidemic period. Pencil Road published an article on that day that counted the 100 most sold items in the epidemic period. The number one was a hair clipper for small appliances. Its follow-up articles also interviewed investors of Qingshan Capital for discussion. Although this special data does not have long-term guidance, it also provides a side perspective on changes in consumers’ habits of buying small appliances.