As the annual sales golden week, various sales data were released during the just-passed National Day holiday. During this year's National Day holiday, the "post-95s" became the most active consumer group. The consumption concept of "no sitting when you can lie down" is also reflected in their "buy, buy, buy, buy, buy, and other lazy artifacts doubled during this National Day.
shoe washing machine market is still in the import period
Data from e-commerce platforms show that three days before the National Day holiday this year, sales of shoe washing machines increased significantly, a year-on-year increase of 700%. Other data shows that from January to August 2022, the national shoe washing machine scale has exceeded 300,000 units. Among the top ten sales of shoe washing machines on a certain e-commerce platform, the monthly sales of the top three are around 5,000 units, with prices ranging from 300-1,000 yuan.
Faced with the popular shoe washing machine, consumers' attitudes are two-level differentiation. Some consumers commented after purchasing, "It's very convenient. After buying it, I angrily wash 7 pairs of shoes a day, it's so good!" But some consumers said that they have always been in a wait-and-see attitude and don't know if it's "IQ tax", because each pair of shoes has different materials, and they are worried that the shoes will be damaged.
Industry insiders said that overall, the shoe washing machine market is still in the introduction stage, and traditional home appliance brands are also actively deploying. From the perspective of market size, the scale of shoe washing machines is currently steadily increasing, and mainly focusing on mid- and low-end products. Among them, products with a total price of 300-500 yuan account for 49.5% of the market share.
consumption is more pleasing to yourself, and the most important thing is to be happy
Coincidentally, not only shoe washing machines, but also "lazy tools" such as dishwashers, dryers, and sweeping robots have doubled their sales during the National Day holiday. Data shows that on October 1, the transaction volume of sweeping robots on the JD platform increased by 110% year-on-year. Among the top ten sweeping robots on its platform, the monthly sales volume is more than 2,000 units. At the same time, the purchasing popularity of washing machine + dryer combination continued to soar.
With the shift of the main consumer force, young people have become increasingly speaking and influence in consumption, and "refined and laziness" is becoming a trend. The rise of " lazy economy " is very obvious in young people. He Kun (pseudonym), the owner of JD Home Appliance Store in Zhengzhou High-tech Zone, said: "The people who come to buy sweeping robots during the National Day holiday are basically young people, and most of them are single people."
"Consumption is more pleasing to yourself, and happiness is more important. Those who can do it for robots should never do it by themselves" is becoming the consumption concept of many young consumer groups.
"Not just saying that I am 'lazy', I am actually afraid of trouble and want to save time and reduce consumption. These lazy artifacts can give me more time at will, and it is also very convenient. I don't want to be bothered by housework." Ms. Xu, a post-95s who works in Zhengzhou, said.
In terms of consumer confidence, the younger generation is also full of confidence in domestic products. Currently, among the various "lazy artifacts" circulating on the market, domestic brands account for half of the market. The "National Trend Brand Young Consumer Insight Report" released in June this year showed that compared with ten years ago, the popularity of national trends increased by more than 5 times, and 78.5% of consumers prefer Chinese brands. In national trend consumption, the post-90s and post-00s have become the absolute main force, contributing 74% of national trend consumption. This group of consumers has unprecedented brand identity for domestic products, and domestic products can be said to have ushered in a "golden age".
