Online consumption has gradually become a trend, and the proportion of online consumption in the home appliance industry is also increasing year by year. Among many home appliances, small home appliances are more popular with online consumers due to their small size, low price, and no need to install. According to third-party survey data, in the first half of 2014, online small home appliances consumption accounted for 18% of the overall market. The proportion of online consumption of small kitchen appliances has risen so far, and it has become a battleground for small appliance manufacturers. In the next two years, online small home appliances will surely be full of smoke, and the competition of online small home appliances will affect the competitive landscape of the entire small home appliance industry.
The impact of online small home appliances is so large that it can shake up the entire small home appliance industry competition pattern, mainly because the competition pattern of online small home appliances is significantly different from offline. Online small home appliance competition has the characteristics of low brand concentration and obvious differences in category structure and offline. According to AVC monitoring data, in the second quarter of 2014, the top three brands of online small home appliances accounted for 63%, the top ten brands accounted for 85%, and the top three brands of offline small home appliances accounted for 82%. The top ten brands accounted for 96%.
There is a big difference in the online and offline category structure. According to third-party monitoring data, in the second quarter of 2014, the largest category in the online market for small home appliances was cooking machines (including juicers, blenders, and food processors, the same below), accounting for 26%, followed by rice cookers at 16%. Soymilk machine 12%. The top four in the offline small home appliance market are rice cookers, induction cookers, electric pressure cookers, and soymilk machines, accounting for 26%, 18%, 17%, and 16% respectively. Due to the differences in the characteristics of online and offline consumer groups, online consumers are mostly young and fashionable groups, so they are more enthusiastic about products that improve the quality of life, such as juicers and juice machines. From the comparison of the overall market structure of small household appliances online and offline, it is not difficult to see that small household appliances manufacturers should break through the existing market structure and should pay more attention to the online market, deeply understand the characteristics of online consumers, and adjust their product strategies.
