Domestic demand of small household appliances in China + export skyrocketing emerging brands by the capital hot market scale continues to expand

Affected by the epidemic, the home appliance industry will be impacted in 2020. The market size of large home appliances has declined in the first half of the year, while small home appliances have risen against the trend, and many categories have shown substantial growth. The hotness 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 big home appliance manufacturer and exporter, has taken the lead in controlling the epidemic in my country, and overseas exports of small home appliances have also ushered in an outbreak. . According to the data released by the General Administration of Customs, the growth rate of the cumulative quantity of China's home appliance exports increased from -2.8% from January to June to 9.7% from January to October, and the growth rate of the cumulative amount also increased from 4.2% to 19.1%. At the same time, CCTV recently reported that domestic small household appliance companies that have export business have exploded orders.

        Affected by the new crown pneumonia epidemic, people spend more time at home, giving birth to the living room economy and the kitchen economy, resulting in a surge in demand for small household appliances. Comparing the revenue growth rates of various sub-sectors of my country's home appliance industry in Q1 and Q2 in 2020, only the small home appliance sector broke through and became 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. , 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 track favored by capital. A total of 18 financing incidents occurred in 2019-2020, of which 8 incidents occurred in January-August 2020, and strategic investment increased significantly, with a total of 3 incidents; The second is in the early stage, mainly before the B round; in addition, emerging brands are popular, and Erma Electric has successfully completed three consecutive rounds.

        With the rapid development of the "stay-at-home economy", the demand for small home appliances exploded in the first half of the year, bringing a glimmer of new light to the home appliance industry, which had previously encountered 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 average annual compound growth rate from 2012 to 2019 was 13.3%. Against the background of high penetration rate of e-commerce channels, opening up and gradual maturity of 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.