Economic Observer Reporter Wang Han "After 15 years of development, Lock Lock needs new momentum to move forward. In the Chinese market, which is in the stage of consumption upgrading and transformation, the small appliance market will help the entire group develop." On July 21, Lock Lock Lock China President Jin Longcheng told reporters in the first LocknLock Plus flagship store in Shanghai.
Once upon a time, four-sided lock sealed fresh boxes and thermos cups have always been labels on Lock. What is the current intention of Lekou to enter the small appliance market?
Small home appliances have become the market darling
Due to the impact of the new crown epidemic, the sales of China's domestic home appliance market in the first quarter of 2020 fell 36.1%. However, factors such as isolation and staying at home have ignited the small appliance market, especially small kitchen appliances.
According to the latest corporate public data, Xiaoxiong Electric Appliances 's sales in the first half of the year increased by about 45% year-on-year, and net profit increased by 80%-110% year-on-year; Beiding Co., Ltd., which has just been listed, has increased by 8.88%-15.47% year-on-year.
, especially during the 618 shopping festival, emerging kitchen appliances represented by air fryer , achieved a year-on-year growth of more than 200%. According to the online monitoring data of AVC (AVC) (20W22-25) small household appliances (rice cooker, induction cooker, electric pressure cooker, , electric kettle, soy milk machine, food cooking machine, electric oven) retail sales totaled 3.22 billion yuan, a year-on-year of 20.6%.
Although the small home market in the future is a blue ocean market, for all kinds of small home appliance merchants, in addition to product innovation, functions, appearance and quality, it is more reflected in how to transform and upgrade. It is understood that this time, Lok Lok has launched four series of small household appliances, including air fryer upgrade products; magic steam fryer products; sterilization series products focusing on healthy home life in the post-epidemic period; portable series of small household appliances that focus on personal healthy life and a popular safety and epidemic prevention thermal infrared camera.
"The threshold for small home appliance industry is low, lacks barriers, and it is easier to subvert the inherent brand structure when competition is sufficient. In addition, consumers have low preference for small home appliance brands, especially when new brands have new categories that have higher cost-effectiveness and meet the needs of segments, they often prefer new brands and new products." A consumer industry analyst told reporters.
Jin Longcheng admitted to the future development direction of the small appliance series: "Precautions for personal healthy life, safety at home, and improving the quality of life are the future development direction of the LocknLock small appliances. Focusing on the small appliance market will be the starting point of the new journey of LocknLock."
Putting aside the store model, cross-border Internet celebrity tea drinks
Reporter visited the LocknLock Plus offline flagship store that just opened in Shanghai. This form breaks the traditional store shopping model, cross-border healthy Internet celebrity tea drinks and fashionable beauty experience. In terms of layout, it is more inclined to product experience and simple InS style, and consumers provide a consumer experience that integrates new product experience, purchase, and tea and leisure.
nowadays, cross-border seems to have become a flood of topics. Brands in different fields and circles are busy playing cross-border. Many of these brands are trapped in the vicious circle of cross-border for the sake of cross-border. The part that has been overlooked when brand enhancement and customer recruitment is a newbie.
According to the relevant person in charge of Lekou Lekou, this cross-border Internet celebrity tea drink combines Lekou Lekou's iconic water cup products, and carries out a series of unique marketing activities around tea drinks and coffee, combined with the constantly launched new water cups and thermos cups, and continues to play cross-border ways.
The market has grown rapidly, and the economy has stabilized and rebounded, and LeQ has given LeQ such multinational international daily necessities giants to increase their investment in the Chinese market to increase their confidence. Lock Lock achieved remarkable results in the first half of the year, with sales of the pot series increasing by 20% year-on-year in the first half of the year; fresh-keeping box products ushered in a sales peak after resuming work and production, and also increased by 17.3% year-on-year in the first half of the year.
Jinlongcheng said that with new business formats and new categories, Lok Lok conveys confidence in firmly optimistic about the Chinese market by continuously increasing investment. "The Chinese market is undergoing consumption transformation and comprehensive upgrades, which will provide broad growth space for the small appliance market. LeQ Lok will strive to seize such opportunities to seek further development in the Chinese market."
