For a long time in the past, many Chinese equated domestic products with "low-end" products, so consumers are keen to chase imported brands. With strong technical strength and superior performance, foreign brands can be said to directly lead the trend of the time. This phenomenon is more common in the home appliance industry, especially in the small home appliance industry.
With one or more single products, the foreign brand shines in the domestic small home appliance market segment. The product price is not low, but it is easy to sell. Such as Panasonic , Dyson , Sharp , iRobot , Philips and Vitamix and other imported brands have created miracles in sales. The author found that most imported brands such as have three characteristics. First of all, the brand has a high reputation; secondly, the product range is extensive; thirdly, the marketing routines are deep.
Although domestic brands have begun to emerge in recent years, foreign brands are still the mainstream of the market. However, comparing internal and external brands, the disadvantages of some foreign brands have also emerged: neglecting consumer feedback, failing to keep up with after-sales service, shirking responsibilities, and so on. As an ordinary consumer, I can't help but think about how long can foreign brands stay in China if they continue to develop in this way?
is more expensive than domestic products. Why do consumers prefer imported small appliances?
When it comes to small home appliances, many consumers will subconsciously have one or two imported brands in their minds. Whether it is the United States, Japan, Germany, or Korean small appliances, as long as it is a foreign brand, consumers will add some points to the product invisibly when buying. Why are consumers so superstitious about foreign brands? In my opinion,It has a lot to do with the popularity and quality of foreign brands and the differentiated marketing of .
1. It is well-known as a foreign brand "Beauty"
. Among the many imported small household appliances, they range from razors, hair dryers, beauty instruments, smart toilets, to vacuum cleaners, and rice cookers. , dishwashers, water heaters, and air purifiers. In my country's first- and second-tier cities, these imported small appliances have become small items for consumers to demonstrate the quality of life.
Especially at the moment when the rice circle culture is popular, if a high-value actor endorses imported small appliances, its sales will definitely not be bad, and most of the time it will be out of stock.
Although imported small appliances are expensive, they still cannot stop domestic consumers from wanting to buy them. In order to buy well-known imported small household appliances, Chinese consumers have made a lot of "jokes" on the road to purchasing. For example, a netizen asked someone to buy a smart toilet seat in Japan, and found Made in China when he bought it and installed it. Some netizens bought the rice cooker and found that it broke after a few times. The shipping cost is too expensive to send it back to the local master for repair. Because the circuit and structure design are different, the master has not repaired the rice cooker because it is broken. Consumers can only throw it away. .
2. Superstition high price = high quality
With the opening of online channels, offline large supermarkets have successively spread the goods, providing convenience for consumers to purchase imported small appliances. Consumers can buy imported small home appliances through e-commerce channels. Even if the prices of foreign brands are high, many consumers are willing to pay, mostly because they feel that "expensive means good quality".In the domestic small home appliance market, the sales volume of imported small home appliances is rising steadily, and some sales even exceed those of similar domestic brands.
When buying a toilet seat, you should choose a Japanese one, a rice cooker should choose a Korean one, and a beauty device should only look at European and American products... When many consumers buy small appliances, most of them will buy imported products. In the eyes of many consumers, high prices mean high quality. So, are there any better products of overseas? A lot of facts tell us that it is not necessarily true.
The General Administration of Quality Supervision, Inspection and Quarantine of the State Administration of Quality Supervision, Inspection and Quarantine has issued several bulletins on the supervision of imported goods, including imported small household appliances, air purifiers, and air purifiers. Many foreign brands, such as smart electric toilets, have turned over, and the product quality inspections are unqualified. This also means that when you spend a high price to buy imported small appliances, "the moral is not matched."
However, because imported brands use differentiated marketing in China, they have established a more mature pricing strategy through in-depth understanding of consumer value, and then based on the recognition of consumers in different markets and the actions of competitors , Constantly making adjustments. Adding the title of "first mover" creates an illusion that high price equals high quality.
Domestic products strive to catch up, and quality drives the overseas market of small home appliances
If some domestic small home appliances were slammed by imported small home appliances in the past, now, Chinese small home appliance brands have regained their efforts through innovation and innovation Cultural self-confidence has gradually risen and become a trend that cannot be ignored in the international market.
1. The gap between the quality and technology of domestic and foreign small home appliances is shortened
Take the smart electric toilet that Chinese people are keen to buy as an example.From chips, discharge technology, water technology to the core technology of the whole machine, domestic brands have already surpassed Japan and the United States. Some brands have integrated AI and smart electric toilet products to develop an innovative "AI health monitoring toilet." Many domestic consumers no longer believe in Panasonic, TOTO or Kohler when purchasing smart electric toilets. They feel that the smart electric toilets of Haierweixi, and Wrigley are compatible with each other. There is not much difference between foreign brands.
In addition to smart electric toilets, Chinese home appliance brands include rice cookers, dishwashers, vacuum cleaners, health pots, coffee machines, electric hair dryers, shaving robots, Knives and electric ovens are not far behind imported brands, and the performance of some products even surpasses imported brands. Domestic products have attracted consumers into their arms through good user experience, excellent quality and perfect after-sales service.
2. Small household appliances go overseas and are popular among European and American consumers
During the epidemic, the global market for small household appliances is in strong demand, such as health pots, disinfectants, grilling machines, electric steaming stew pots and other domestic small appliances. Home appliances have received unprecedented attention. Some powerful small home appliance manufacturers have begun to develop overseas layouts on the cross-border e-commerce track, and have developed overseas channels including independent stations, Amazon, eBay and other overseas channels.
According to public data, the cumulative growth rate of China's home appliance exports in the second half of 2020 was 9.7%. Among them, small kitchen appliances, small household appliances, and personal care products, such as sweepers, vacuum cleaners, and hair dryers, are popular in the European and American markets.
In my opinion,With the innovation and iteration of products, more and more small home appliance brands in my country will have the opportunity to go overseas to find business opportunities. For manufacturers, how seizes the opportunity to achieve transformation is a problem that Chinese small home appliance brands need to think about and solve.
Going to the sea and technological innovation, where is the breakthrough for small household appliances?
Time is easy to change, Today, the quality, craftsmanship, performance and other aspects of small home appliances produced in my country have the power to compete with imported goods. The comprehensive performance of some brands of products even surpasses imported small home appliances, and the development and growth of domestic brands is irreversible.
The rise of domestic products, in the eyes of industry insiders, is related to factors such as the enhancement of China's manufacturing strength, the inheritance of traditional culture, and family and country sentiments. With the replacement of new and old consumers, young consumers have become more rational when shopping, and they no longer blindly worship foreign brands, buy domestic products, and use domestic products to become the lifestyle of "national tide" young people, and many Chinese Consumers believe that "Made in China" is more reliable than foreign brands.
In addition to the domestic small appliance market, from the perspective of the development of Haier, Midea, , Gree, Xinbao Electric and other brands in foreign countries, 's overseas market has become a driving force for the growth of small appliances in Europe and America. "New Battleground" .Small home appliance manufacturers can open overseas markets through the OEM/ODM model. If the company is relatively strong, acquiring foreign brands or purchasing foreign brand licenses is also a way to open channels. Choosing cross-border e-commerce cooperation like Xiaoxiong Electric can also make a good layout in overseas markets.
Of course, in addition to the overseas market, my country's small home appliance brands can also flex their muscles in the country. With the continuous development of the Internet of Things and 5G technology, consumers have put forward new requirements for the intelligent, functional and personalized products. The intelligentization of small household appliances has also become one of the directions driving the development of the industry, and it is also a small household appliance. The company has opened a new direction . As long as relevant companies grasp a certain point in the emerging segment, dig deeper into user needs and solve user problems, they will have the ability to gain a foothold in the market and achieve sustainable corporate development.
And the intelligent ecological environment of home appliances: my country's development of the Internet of Things, 5G, AI and other industries leads the world, which provides historical opportunities and realistic conditions for the domestic small home appliance industry to occupy the intelligent highlands.
written at the end
After continuous exploration and innovation, the small home appliance industry has entered the mid-term development. The competition between new and old brands in the small home appliance market is fierce, and they all hope that they can win more initiative in the industry. The author believes that will present three major trends in the small home appliance market in the future. First of all, young consumers’ consumption habits and needs change and upgrade ,It will bring new opportunities to the small home appliance market; secondly, live broadcast, short video and other content formats has become a traffic portal that cannot be ignored, and is the best channel to help the brand rise; again, follows The rise of national tide culture , China’s original power is at the time, and high-quality domestic products usher in new business opportunities.
Compared with the mature markets of European and American small household appliances, my country's small household appliances market still has great potential. But whether it is going to sea or "mining" in China, small home appliance companies need to have excellent technology and innovation strength, plus a team familiar with overseas play, to have the opportunity to meet the "rainbow" and seize it. "Rainbow".
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