技术空心化、场景失灵！九阳的"厨房生态"还剩多少想象力？

Core Insights - The Chinese small home appliance market is undergoing significant changes driven by consumption upgrades and the wave of smart technology [1][3] - The market size surpassed 450 billion yuan in 2024, but growth has sharply declined from 25% in 2020 to 6.2% [3] - The competitive landscape is shifting, with new entrants like Xiaomi and Roborock challenging established players like Joyoung, Midea, and Supor [1][3] Company Performance - Joyoung's revenue growth has been below 5% for three consecutive years, with a 12% decline in net profit in 2024 [1][3] - Joyoung's market share in its core product, the soybean milk machine, has dropped from 24% to 19%, overtaken by Midea [3][4] - The company announced a strategic shift towards "All in health technology," investing 3 billion yuan in smart kitchen appliance R&D [3][4] Market Dynamics - The concentration of market share among top brands has increased, with Midea, Supor, and Joyoung's combined market share rising from 68% in 2019 to 76% in 2024 [3] - Joyoung's diversification strategy has not yielded significant results, with only the air fryer achieving a 15% market share, while other categories failed to break into the top five [4][5] - The competitive landscape has evolved from a focus on functionality to emotional connections with consumers, with younger generations prioritizing aesthetics and lifestyle over basic functionality [10][11] Strategic Challenges - Joyoung's reliance on a single product category has become a liability, as its market share in soybean milk machines has declined due to stagnant technological innovation [4][5] - The company's R&D spending is low at 3.1%, significantly less than competitors like Bear Electric [9] - Joyoung's marketing strategies have not aligned with current consumer trends, leading to a disconnect with younger consumers who favor innovative and aesthetically pleasing products [10][11] Future Outlook - Joyoung faces a critical juncture, with its traditional business model under threat from emerging competitors that prioritize innovation and consumer engagement [12][13] - The company must adapt to changing market dynamics or risk being left behind as consumer preferences evolve [12][13]