Since February 10, manufacturing companies have resumed work one after another, but the impact of the epidemic has not been completely eliminated, and the home appliance industry has also been greatly affected on the sales side.
Taking small kitchen appliances as an example, according to the sales data released by Aowei Cloud in the fifth and sixth weeks of 2020, the sales of offline small kitchen appliances fell by more than 80% year-on-year. Due to the continuous development of the epidemic, the passenger flow of offline stores is limited, which has caused a relatively obvious impact on the offline market of Xiaojia. At the same time, Aowei Cloud believes that although the home appliance field has been temporarily hit, the long-term demand will not be affected, and the future will be Form a “U-shaped” consumption trend.
The epidemic stimulates the consumption of some small kitchen appliances
At the same time, some analysts said that there is always an opportunity in a crisis.
The epidemic has had a serious impact on the catering industry and the takeaway industry, but it has also stimulated the opportunity for consumers to cook by themselves.
At present, various provinces have notified the postponement of school start and resumption of work. Beijing has made it clear that various enterprises will adopt flexible working before February 10. Since February 3, many enterprises will adopt the remote working mode. Many enterprises that have started to work have closed their canteens. Bringing rice from home increases the opportunity for consumers to cook at home. At present, we can see the food making process shared by netizens on Weibo, Moments, etc., for example, Liangpi, cat ears, and rice cookers are relatively hot in Moments recently. The demand for some small kitchen appliances such as making cakes, oven-made egg tarts, pizza, etc. will be stimulated in the short term.
According to the monitoring data of Aowei Cloud Network (AVC), in the fifth week of 2020 (during the Spring Festival & the outbreak period), wall breakers, mixers, frying machines, electric ovens and other small western-style kitchen appliances performed well.
It can be seen from the data that during the epidemic, people generally like to make western-style meals such as frying, baking, and juice at home.
The demand for small home appliances with no installation properties is increasing
For small household appliances, the current main purchase channel is e-commerce platforms. According to the total calculation of Aowei Cloud (AVC), the proportion of online sales of small kitchen appliances in 2019 has reached 74%, surpassing offline stores and becoming the The first major channel. At the same time, small home appliances have the characteristics of free installation, small size and low unit price, and are less affected by the epidemic. In addition, due to the popularity of social e-commerce and live broadcast in 2019, the proportion of small home appliances online has increased significantly again, and it has now become a small home appliance. number one channel.
After the epidemic, consumers have formed online shopping habits, and the demand for the popularization of installation-free small household appliances will further increase. In the future, the online proportion of installation-free small household appliances may continue to rise.
In terms of sub-categories, the demand for small health appliances such as fruit and vegetable washing machines and ultraviolet disinfection lamps will increase significantly due to the impact of the new crown pneumonia epidemic. In addition, small household appliances with high temperature sterilization will also be popular, such as wall breakers and sterilizers with steam high temperature sterilization.
In short, winter will pass and spring will surely come! Under the impact of the epidemic, small household appliance companies should optimize their industrial layout to grasp the new needs of consumers.
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