Under the epidemic, household consumption scenes are popular. The consumer appliance market (i.e. small appliance market) that is too concentrated on kitchen consumption scenes is also rapidly expanding to multiple scene dimensions, and the demand for family life scenes such as family cleaning and personal health care is growing rapidly. According to the prediction of JD home appliances, the sales scale of consumer appliances market will increase by more than 350% year-on-year in 2022.
From the industry side, according to the report on China’s home appliance market in 2021 issued by China Electronic Information Industry Development Research Institute, users’ consumption demand for high-quality goods is rising rapidly, and diversified demand has driven the development of emerging home appliance markets. The post-80s and post-90s have become the main consumer group of small household appliances. At the same time, it makes the emerging household appliance market focus more on meeting the two needs of “intelligence” and “experience”.
Focus on the improvement of intelligent experience, and consumer appliances continue to improve
Whether it is the kitchen consumption scene that the industry has been cultivating for many years or the household cleaning scene that has exploded in recent years, each iteration of the product is constantly promoting the intelligence and user experience of the category to a new high. Taking the kitchen scene as an example, the use experience of the product has been improving from juicer to original juicer, from Wall breaker to wash free wall breaker; The upgrading trend of home cleaning scene is more obvious. From vacuum cleaner to floor washer, from floor sweeping robot to sweeping robot, and then to the later sweeping robot and the latest generation of real-time self-cleaning robot, the intelligent degree and user experience of products can be described as a leap forward growth.
The rapid development of the consumer appliance industry has also incubated a number of excellent innovative enterprises, such as Xiaoxiong electric appliance, which focuses on the consumption scene of the kitchen, and the air fryer and electric lunch box under the brand, which were once very popular during the epidemic; Focusing on the home cleaning scene, technology brands such as Li and Yunjing, launched the sweeping robot J1 and real-time self-cleaning robot uoni A1 pro, which have also set off a follow-up and consumption boom in the industry and market.
Breaking through the strange circle of homogenization with innovation, intelligent cleaning has repeatedly made popular online models
Once the hot spot of the industry appears, the phenomenon of enterprises gathering together for production is inevitable. As a popular consumer appliance in recent years, the phenomenon of product homogenization is very serious, and innovation has become a scarce element. If a brand can take the lead in making innovation in product technology or function, it can seize the market with leading edge and quickly increase market share.
For example, the air fryer with low technical threshold has now become a homogenized disaster area, and the category has long fallen into a price war game. Due to the higher technical threshold of intelligent sweeping robot category, although the products of major brands are not the same, the functional differences of products are not large. However, in this situation, many innovative enterprises have emerged before and after the industry, and Yunjing and Youli are excellent examples.
In 2019, Yunjing launched the sweeping, dragging and washing robot J1, which has rapidly increased its market share with the functional innovation of automatic cleaning rags; In 2021, Youli launched the first real-time self-cleaning robot uoni A1 pro. The floor sweeping robot realized the function of washing and wiping cloth while mopping the floor for the first time, and the cleaning efficiency was greatly improved. In addition, with powerful functions such as automatic garbage dumping, automatic drying and backwashing roller brush, uoni A1 Pro quickly became popular in the consumer market during the pre-sale period with excellent product intelligent performance and user experience.
Uncover the logic of breaking the circle of explosive products, and focus on forging products and improving experience
Any popular online products in the consumer market are inseparable from the deep excavation of consumer demand. Taking uoni A1 Pro as an example, after being keenly aware of the strong demand of Chinese families for floor washing, the brand has invested in the research of real-time automatic washing for several years. Therefore, the number of patents accumulated in this area is particularly considerable. After knowing that the previous sweeping robot is prone to residual water stains in the cleaning process and secondary pollution caused by backwashing, Youli carried out more than 50 proportion tests on the selection of roller brushes, and finally determined a composite material with excellent water absorption and hydrophobicity. In addition, in order to greatly improve the cleaning efficiency and meet the user’s water washing needs for the ground, the architecture of the previous sweeping robot is abandoned after being judged by Li, and the intelligent cleaning mode of real-time water washing and self-cleaning is creatively realized by connecting the three sections of circuit, gas path and water path.
In addition to the cleaning efficiency that users particularly care about, the maintenance free degree of products is also the core demand of users of intelligent cleaning appliances. In the past, the poor use experience of sweeping and dragging robots is often affected by this, such as automatic dust collection, automatic mop washing, automatic drying and free water change time, which can greatly improve the user experience. Based on this situation, Youli has also made a lot of efforts in the functional research and development of the product base station. Finally, relying on the long-term technical accumulation of the brand in the field of sweeping robot, uoni A1 Pro has also made a major breakthrough in the product base station. Automatic dust collection and automatic mop washing can no longer only choose one. In addition, there are automatic functions such as automatic drying and recharging. For the problem of changing water that users have a headache, a circulating system of electrolytic water sterilization and clean water filtration has also been developed. Adding water at one time can keep it unchanged for a week.
It can be said that the overall improvement of product intelligence and service experience is the fundamental reason for the popularity of uoni A1 pro.
Conclusion: the consumer market is developing towards a good industry, but innovation is the foundation for enterprises. Only by complying with the market consumption trend and doing a good job in product intelligence and experience dual services, can we continue to break the circle and become popular and avoid the homogenization trap.