my country's domestic demand for small household appliances + exports surge, emerging brands are pop

2021-09-25 11:20


Affected by the epidemic, the home appliance industry will be impacted in 2020. The market size of major home appliances has declined in the first half of the year, while the small home appliance category has risen against the trend, and many categories have shown substantial growth. The popularity of the small home appliance market is not only reflected in the contrarian growth of the domestic domestic demand market. In the international market, China, as a major home appliance manufacturer and exporter, took the lead in controlling the epidemic situation, and overseas small home appliance exports also ushered in an outbreak. . According to data released by the General Administration of Customs, the growth rate of China's cumulative export of home appliances increased from -2.8% in January-June to 9.7% in January-October, and the growth rate of cumulative value also increased from 4.2% to 19.1%. At the same time, CCTV recently reported that domestic small household electrical appliance companies with export business have exploded orders.

       Affected by the new crown pneumonia epidemic, people spend more time at home, which has spawned the living room economy and kitchen economy, which has led to a surge in the demand for small household appliances. Comparing the revenue growth rate of each sub-sector of my country's home appliance industry in Q1 and Q2 in 2020, only the small home appliance sector broke through, becoming the only sector that achieved positive growth in Q2, with a year-on-year growth rate of 15.29%. In addition, in the first half of 2020, the retail sales of my country's small household appliances omni-channel market was 27.8 billion yuan, and the retail sales volume was 130.16 million units. Among them, the online market performed well, and the retail sales volume and sales far exceeded the offline ones, reaching 107.93 million units respectively. , 18 billion yuan. It can be seen that online channels have become an important growth engine driving the total retail sales of small household appliances in the first half of the year.

       The rapid development has made small household appliances a popular track for capital. A total of 18 financing events occurred from 2019 to 2020, of which 8 occurred from January to August 2020, and the strategic investment increased significantly, a total of 3; In the early stage, it was mainly concentrated before the B round; in addition, emerging brands were popular, and Erma Electric successfully succeeded in 3 rounds of financing.

       With the rapid development of the "home economy", the demand for small household appliances in the first half of the year has exploded, bringing a new ray of light to the household appliance industry, which had previously suffered an unprecedented cold winter. With the advent of the smart home era, the functions of small household appliances are becoming more and more abundant, and consumption upgrades have created demand for small household appliances; in addition, the current number of small household appliances in my country is still low, and the market still has great development prospects. In 2019, the market size of my country's small household appliance industry was 401.5 billion yuan, and the compound annual growth rate from 2012 to 2019 was 13.3%. Under the background of high penetration rate of e-commerce channels, open and gradually mature content marketing model, the expansion trend of emerging categories of small household appliances will continue, and the market size is expected to exceed 600 billion yuan in 2023.