Enterprise Second Brother Information : For today's young people, all kinds of novel small household appliances have become a way to enhance happiness "Necessities" are the "key" to explore new scenes of home life.
The new consumption scene is up, and small household appliances are speeding up
In Jingdong Home Appliances, small appliances have become the representative of the intelligentists in the reform of users' home life consumption, and have also driven the exploration of home appliance channels on consumption scenarios to a new level.
From the industry side, according to China Electronics Information Industry Development Research Institute《 The Report on China's Household Appliance Market in 2021 shows that the consumer demand for high-quality goods is rising rapidly, and diversified demand has driven the development of emerging household appliance markets. The post-80s and 90s generation have become the main consumer group of small household appliances, and at the same time, the emerging household appliance market has focused more on meeting the needs of "intelligence" and "experience".
In fact, the kitchen is the first consumption scene in the category of small household appliances. From the juicer to the original juice machine, from the wall breaker to the washing free wall breaker, science and technology continue to promote the intelligent upgrading of small kitchen appliances, and also pull the industry forward rapidly. When more and more young people want When "cooking at home", but suffering from the trouble of washing dishes and cutting vegetables, intelligence has become the new trend of the industry and the key point to trigger a new kitchen scene.
Yitianke Intelligent Cooking Machine 3.0 For example, by putting oil, salt, soy sauce and vinegar into the machine and clicking the button, the automatic cooking robot can start frying and frying under the processing of the program, and even the cleaning after meals can be completed in a fully automatic way. After eliminating the tedious cooking process, the tired "migrant workers" can enjoy a healthy meal at home, gain the health and warmth of eating at home, and gradually get away from the dependence on takeout food.
In addition to kitchen life scenes and life dust removal scenes, users' demands for living environment, drinking water and personal care are also increasing. In the super new product season of JD home appliances, products such as heating water purifier, multi-function air purifier and beauty instrument have become the main growth categories of user demand. The consumption concept and life concept of young people have changed from "Blind buying" has turned to "high-quality consumption", and the demand for emerging appliances has officially turned to "experience and quality" first, with the purpose of adding more choices to your life, and striving to improve the quality of life and harvest happiness by exploring more new scenes of life.
Innovate upwards, channel and brand embrace new scene and new technology
The deepening demand for new life scene services at the user level has stimulated the entire household appliance industry to move forward in multidimensional aspects such as technological innovation. Enterprises also need to embrace technology to meet new challenges.
From the overall trend of the industry, product function development, appearance design, technology iteration and experience optimization in the new consumption scenario have become the new criteria of the industry. Data shows that small household appliances that can perfectly integrate quality and aesthetic design, improve the sense of use based on technology and reduce energy consumption are becoming new favorites in the new consumption scene.
Innovation on the product side focuses on technology, but the problem is also left to the brand: how can we know which technology upgrades are urgently needed by users in the small household appliance market with a wide range and serious homogenization, and how can we make the product stand out?
Jingdong Home Appliances The "Super Renewal Plan" has become an important helper for brands to jump out of the "low quality and low price" price war.
Wu Zhiqiang, the sales director of Kevos E-Commerce Center, mentioned in the interview how Kevos felt when it cooperated with Jingdong Home Appliances to launch high-quality home appliances. In his opinion, through the tacit cooperation with JD Appliances, the brand can not only enjoy the support provided by the platform in the process of launching the new product, but also pass on the consumption concept of high-quality life choices of Coworth to consumers, so that consumers can better perceive the new life choices brought by appliances through the platform.
Based on JD's home appliance technology and supply chain support, as well as full link support in the brand sales process, many home appliance enterprises have more innovative ideas when making efforts in the intelligent field, and at the same time have opened more active communication with consumers. This full link solution, which has been accumulated and precipitated over several years, enables enterprises to speed up product innovation and iteration, and constantly explore new possibilities in the industry.
Compared with innovative enterprises with stronger technology genes, it seems more difficult for old small household appliances to find a breakthrough for change. For example, wall breaking machines and air fryers that have become popular since the economic boom of lazy people "Traditional" small household appliances, whether in terms of appearance design or product price, have fought a round of battle in the industry. There is still a serious homogenization between brands, products and products.
Is there any possibility of innovation for the relatively mature drake?
Through in-depth understanding and data research of young consumers, as well as analysis of platform search and other trends, JD Appliances has gained insight that young people will not "Cooking" is regarded as a burden, but "cleaning" is still a headache for them. At the same time, healthy diet such as less oil and salt, low fat and low sugar has once become the key words for users to enter the kitchen. According to the change of user side demand, JD Appliances has begun to actively embrace small appliances that can meet the needs of users without cleaning and healthy diet in cooperation with brands, and is committed to providing consumers with optimal cooking solutions. The category of kitchen consumption scenes, such as the no wash wall breaker and the cooking robot, has been deeply explored, providing the brand with innovative points for product upgrading, and also providing users with choices more suitable for their new life scenes.
Small household appliances are on the rise, and Jingdong household appliances are on the rise
In the current field of small household appliances, consumers have graduated from the stage of meeting basic life needs, and are moving towards passing The period of "what to use" and "how to use" to reflect personal value. The new scene of home life gives rise to new demands, which makes users have urgent expectations for new products that can effectively change their lifestyle.
Looking at new directions, making new trends and launching new products have become the inevitable trend for all parties in the industry ecology to move forward.
The market of traditional household appliances has entered the stock game stage. Small household appliances, or consumer appliances, which are between traditional household appliances and daily consumer goods, have become a key breakthrough to break the homogenization of past household appliances and deepen innovation and intelligence in the future due to their more segmented application scenarios, crowd oriented update trends, and more intelligent product iterations.
Jingdong Home Appliances passed The "Super Renewal Plan" launched new categories and products of household appliances, breaking the balance between the stock game of the traditional household appliances market, aiming to activate high-end quality consumption under new scenarios and new demands, and further promote the overall upgrading of the industrial structure.
As an important part of the steady implementation of JD home appliance product launch strategy, in the recent JD home appliance super new product season, The subdivision of the 12 major trends of small household appliances and the five major consumption scenarios makes the brand side and user side see more new possibilities of small household appliances.
According to the official introduction of JD.com, From 8:00 p.m. on March 24 to March 25, a search for "life always has new choices" on JD APP will lead you directly to the event venue of the new product season, so that consumers can see the vision of future life in many new trend categories.
Whether it is the improvement of user demand insight or the feedback of brand innovation through user insight, we see that JD Appliances is gradually building an effective ecological closed-loop for the small household appliance industry in the platform, so as to promote the overall industry into a new stage focusing on experience and technology, and also enable consumers to find new scenes in life and have more new choices in life.
