Chan Ye Xin Xi Wang·2025-07-29 01:38Core Viewpoint - The rise of "he economy" and increasing consumer spending among men have led to a significant growth in the demand for electric shavers in China, with retail volume and value experiencing substantial increases in 2023, although a market saturation is expected in 2024, resulting in a decline in both volume and value [1][12]. Market Overview - The electric shaver is a portable personal care device powered by electricity, designed for shaving without the need for water or shaving cream, making it convenient for quick use or travel [2]. - In 2023, the online retail volume of electric shavers in China reached 61.06 million units, a year-on-year increase of 49.62%, while retail value reached 9.4 billion yuan, up 22.08% [12]. - By 2024, the online retail volume is projected to decrease to 56.19 million units, a year-on-year decline of 7.98%, with retail value dropping to 8.6 billion yuan, down 8.51% [12]. Market Policies - The Chinese government has implemented various policies to support the development of the small appliance industry, including electric shavers, creating a favorable environment for market growth [5]. Industry Chain - The upstream of the electric shaver industry includes suppliers of materials like stainless steel, tungsten steel, plastics, and rubber, as well as components like motors and batteries. The midstream involves design, research, and production, while the downstream consists of sales channels such as supermarkets, specialty stores, and e-commerce platforms [8]. Consumer Demographics - The primary consumers of electric shavers in China are aged 18-30, accounting for over 50% of the market, followed by those aged 35-50 at approximately 37.9%. There is a notable increase in female consumers purchasing electric shavers for gifts or household use, now making up 40% of the market [10]. Competitive Landscape - The electric shaver market in China is divided into three categories: international high-end brands (e.g., Philips, Braun), domestic traditional brands (e.g., Feike, Superman), and emerging cross-border brands (e.g., Xiaomi, Skyworth) [16]. - The number of portable electric shaver brands in China reached 227 in 2024, a year-on-year increase of 43.67%, with model numbers increasing by 51.60% to 855 [18]. Company Analysis - Feike Electric: Focuses on personal care and kitchen appliances, with a revenue of 4.147 billion yuan in 2024, where personal care products accounted for 95.39% of total revenue [22]. - Skyworth Group: Engaged in various smart appliances, with a total revenue of 65.01 billion yuan in 2024 and a gross profit of 8.808 billion yuan, reflecting a gross margin of 13.55% [24]. Development Trends - The future of electric shavers is expected to be influenced by the proliferation of 5G technology and the Internet of Things, leading to smarter features and personalized designs that cater to the preferences of younger consumers [26].