OFweek Smart Home Network News Recently, the United States announced the establishment of the Group's clean electrical business unit, which is after air conditioners, refrigerators, washing machines, kitchen appliances, the United States and the Group set up the tenth division. The establishment of this division means that the future strategic layout of Midea will target vacuum cleaners and other household appliances in the niche market.
The appliance niche market, as its name implies, is different from the popularity of mass products. Compared with the mass market, it has a more precise target group and a more distinctive personality. When it comes to niche markets, people are more likely to think of "high-end." With the consumer appliance market upgrading in recent years, and 80,90 gradually become the main consumer of the market, consumers seem to be less satisfied with those "big and full" home appliances, on the contrary, "small and beautiful" niche appliances Attract a group of consumers who pursue new differences.
The rise of the home appliance niche market has an inseparable relationship with people’s material life and the pursuit of spiritual life. After people have satisfied their basic living needs, they need some products to improve their quality of life and demonstrate their individual differences. The small appliances represented by vacuum cleaners and other products are good tools for improving the quality of life. According to the sales data of small household appliances in the past two years, the small home appliance market maintained a double-digit increase in 2016, and even experienced double growth. Zuo Yanyao, general manager of Zhongye Kang Brand Center, once stated that the current consumer awareness of quality of life is gradually formed and strengthened due to the improvement of economic conditions. In the future, it will be represented by products such as vacuum cleaners, water purifiers and air purifiers. The clean appliances will enter the next golden period of growth.
On the other hand, the gap in domestic high-end home appliance products also brings development opportunities to the home appliance niche market. Dyson is one of the typical cases. The reason why it is welcomed by domestic consumers is to seize this opportunity. Dyson has always taken the route of high-end home appliances since entering the Chinese market. Its products are very high in terms of process quality and technical content. While many domestic brands are trying their best to reduce costs and transform smart homes, Dyson's focus on home appliance quality has just filled the gaps in the domestic high-end market. Therefore, there is still a market for a new hair dryer that can sell for 2,990 yuan, which is enough to prove the charm of Dyson.
Home-grown brand Leica Electric, which also owns high-end positioning, has been a leader in the clean electrical industry in recent years. According to the data, in 2016, the company's own brand increased by 78% year-on-year, and the domestic sales of vacuum cleaners in the main industry doubled, and the air purifier grew by 200% year-on-year. Prior to this, the chairman of Lake Electric Ni Zugen once admitted that the two fundamental points of building a brand can not be separated from competitors' products and brands, and how to study the true needs of consumers. Leike has done brand differentiation, including product design, technical performance, consumer interests, and pricing differentiation. Such as vacuum cleaners can be divided into vertical, horizontal, handheld, bed suction, barrel, wet and dry, commercial and other seven categories.
Therefore, it is not easy for companies to produce high-quality products. It needs to address the target consumer groups' pain points and subdivide the market to create differentiated products to meet the different needs of consumers. The basics of minority home appliances.
In fact, although the niche market is “small,†the market potential it can tap is not small at all. It is more like a circle, a circle with specific needs, a circle in contrast with the general public. With the upgrading of consumption, the niche market of the household appliance industry may become the focus of the Nuggets.
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