The New Trend Of Home Appliance Consumption In The Local New Year'S Festival: Wanghong Exquisite Model And High-End Intelligent Model Are Sought After

Mr. Liao spent the Spring Festival alone in Wuhan this year. His wife and children had already returned to their hometown to celebrate the new year ahead of schedule. Because of the working conditions, he even ate the new year's Eve dinner at his friend's house. After dinner at a friend's house, Mr. Liao decided to go to the mall to buy himself a new mobile phone.

What Mr. Liao didn't expect was that there were so many people in the home appliance market that they needed to line up to measure their body temperature. Mr. Liao, who didn't like the excitement, turned around and went home to buy a new mobile phone online. "People don't go to the new year's Eve this year. There are too many people in the shopping malls to go there." Mr. Liao sighed heartily.

During the Spring Festival holiday, the consumption enthusiasm of e-commerce platforms is high. On February 18, Suning e-buy released the consumption inventory data of Spring Festival holiday, which showed that the consumption momentum of home appliances during the Spring Festival was developing rapidly.

Affected by the epidemic situation, under the call of the government to "celebrate the new year on the spot" and "cloud greeting the new year", residents' spring festival tourism plans were shelved, the consumption structure of Spring Festival was adjusted, and household appliances consumption was put forward. From February 11 to 17, Suning E-mart's household appliances were sold in an all-round way, with an obvious sales growth trend from large kitchen and bathroom items to small household appliances.

According to a series of data recently released by e-commerce platforms such as tmall, Suning e-buy and Jingdong, it is found that during the Spring Festival in February 2021, consumers' enthusiasm for consumption is unprecedented, and household appliances have opened a wave of hot sales trend.

During the Spring Festival in 2021, consumers' enthusiasm for consumption is unprecedented, and household appliances have opened a wave of hot selling trend. Visual China

The change of consumption structure caused by "local new year"

Wuhan is a city with a population of 11 million. Due to the new crown pneumonia epidemic, Wuhan will be closed during the Spring Festival in 2020, and commercial activities in many other cities are also restricted. During the Spring Festival in 2021, the Chinese government proposes that migrant workers should not return to their hometown, but celebrate the new year on the spot, so as to reduce the traffic burden and prevent the further spread and spread of the epidemic.

This call has been widely accepted by people, leading to a sharp drop in the number of tourists and the surge in the number of people watching films. In addition, online consumption in many fields "floating red" at the same time, offline retail continues to sink, offline business ushered in a long lost high flow.

According to incomplete statistics, more than 100 million people responded to the "local Spring Festival" this year, and the unprecedented demand has completely ignited the consumption potential of the Spring Festival. According to the monitoring of the Ministry of Commerce, the average daily passenger flow of shopping centers in 10 first and second tier cities increased by more than 200% year on year.

It is worth noting that in this wave of consumption wave, smart home appliances are popular among consumers. According to tmall data, during the Spring Festival, sweeping robots doubled year-on-year, window cleaning robots grew more than three times, and floor washing machines grew by more than 18 times; Suning e-buy annual goods Festival data showed that sales of intelligent kitchen appliances increased by 170% during the Spring Festival holiday from February 10 to February 17, among which the sales of fried vegetable robots, floor sweeping robots, air disinfectors and other products were extremely hot, with an increase of more than 100%; According to the big data of Jingdong, more than 60% of home appliances were placed in different places during the festival. Midea, Haier, Supor, Hisense, TCL, cygnet and other brands were the best sellers. Hot selling appliances showed new trends of health, intelligence and customization. Affected by the epidemic situation, consumers' demand for epidemic prevention and health products is also rising.

For this phenomenon, the Research Report of GfK, a research organization, analyzes that with the economic growth getting better, consumers' worries about inflation, domestic economic depression and unemployment are significantly reduced, and the expected income of high-income families increases significantly, which will further drive high-end consumption; their expected increase proportion of household appliances expenditure is significantly ahead of that of high-income people, and their quality and timely enjoyment attitude are in the high-income group It's very common in groups.

Mr. Liao said that although he can't go home this year, he can get together on the cloud through video and other means, which can also shorten the distance between relatives. In this scenario, thanks to the multiple windows functions of the large screen TV, families thousands of miles away can visit the new year, chat and eat new year's Eve dinner. The sales volume of large screen TV has also gone up all the way. According to sales data of Suning e-buy, offline sales of super large screen TV and video call smart screen TV increased by 63.2% during the Spring Festival, and double line sales rose 373.1% year-on-year.

Ms. Wang also bought a large screen TV for her children during the Spring Festival. In an interview, she said: "now my children's school advocates" no school suspension "and continues the teaching mode of online classes and electronic homework during the most severe period of last year's epidemic. Compared with the computer, the TV is easy to operate, clear and clear, and children can easily access the Internet with simple operation. Large screen display can not only effectively protect children's eyes, but also facilitate me to supervise his learning

Affected by the epidemic, people who can't go home for the Spring Festival also place orders for their families to buy home appliances. According to Suning e-buy's consumption data during the Spring Festival, the number of v-purchase appointments in Suning stores during the Spring Festival holiday increased by 350% year-on-year, among which the orders of users choosing home appliances for their families increased by 215%.

Small household appliances enter thousands of households

On the other hand, the demand for small household appliances, especially epidemic prevention and health products, is also rising.

Under the influence of the epidemic situation, Spring Festival consumption is not just a simple "buy buy buy", pay attention to the quality of health consumption has become a fashion. In this case, disinfection cabinets, foot bathtubs and other net red household appliances are very popular during the Spring Festival, because they have become the protagonists of family health scene and small happiness scene.

The emergence of these new scenarios shows that in the context of the normalization of epidemic prevention, the demand for "home appliances" is changing from a small and temporary demand to a public and daily demand. Some small household appliances that were not paid attention to before are gradually entering thousands of households. For example, knife and chopsticks disinfector, air purifier, oximeter, etc., have become the commodities that consumers pay close attention to during the Spring Festival. Suning big data shows that since 2020, the sales of disinfection cabinets, dishwashers and vegetable washing machines, known as the "three swordsmen for consumption and washing", have increased by 133%. During Suning New Year's festival, sales of a small intelligent knife and chopsticks disinfector soared by more than 150%.

Yang Yiran, consumer analyst of Anxin International Securities (Hong Kong) Co., Ltd., said: "first of all, the penetration rate of China's small household appliances is still at a low level. With the continuous upgrading of consumption, the pursuit of high-quality life will drive the sales of small household appliances. Therefore, China's small home appliance market has great development space. Moreover, the consumption upgrading trend of Chinese female consumers is significant The whole consumption environment has a greater boost, while small household appliances have the characteristics of "high appearance" and "delicacy", which has captured the hearts of more young women. The epidemic has given birth to the "home economy", and people's time at home is prolonged, and small household appliances can better assist in household chores. The demand for small appliances of people who originally rely on takeout and cleaning personnel is awakened. "

With the increase of urbanization rate and the continuous upgrading of consumption, the pursuit of high-quality life will drive the sales of small household appliances. Therefore, China's small household appliances market has great development space. In addition, the traditional small appliance market presents the situation of the United States, nine Soviet Union (referring to "Midea", "Jiuyang" and "SUPOR"), and the pattern is relatively stable. However, the emerging small appliance market is still in the early stage of development, and various enterprises have seized the market, and the competition pattern is still unstable. Therefore, the rapid growth of the emerging small appliance market will also bring more development opportunities for the industry.