因一个测评视频，CEO亲自下场与前员工隔空论战，品牌曾是“中产平替首选”

Core Viewpoint - The recent controversy surrounding electric shavers has highlighted competitive pressures in the small appliance industry, particularly for the brand Leifen, as its CEO publicly challenged a product review that favored a competitor's product over Leifen's [1][2][5]. Group 1: Company Response - Leifen's CEO, Ye Hongxin, directly responded to a review video that claimed a competitor's shaver was superior, indicating potential bias from the reviewer [2][5]. - Ye accused the reviewer, Lou Bin, of being influenced by personal connections to a former Leifen employee, suggesting a conflict of interest [5]. - The public dispute concluded with Ye stating that he would move on from the controversy, indicating a desire to refocus on broader business goals [5]. Group 2: Market Context - Leifen's electric shaver is a new product line, launched in May 2023, and is not the company's core offering, which has historically been high-speed hair dryers [8]. - The brand has previously positioned itself as a cost-effective alternative to high-end products, but the recent review challenges this positioning [8][9]. - The market for high-speed hair dryers has become saturated, with increased competition from brands like Xiaomi and Panasonic, which has pressured Leifen's market share [9][12]. Group 3: Industry Trends - The electric shaver market is experiencing significant growth, with retail sales expected to increase by 10.5% year-on-year by mid-2025, driven by trends towards portability and premium product offerings [11]. - The average price of electric shavers has risen by 23.7%, indicating a shift towards higher-end products in the market [11]. - Despite the potential for growth, Leifen faces challenges in transitioning from hair dryers to shavers due to differing consumer demographics and product requirements [12]. Group 4: Strategic Considerations - Leifen's strategy to expand into new product categories is seen as essential for growth amid increasing competition in its traditional markets [10]. - The company has invested significantly in the development of its shaver line, indicating a commitment to innovation and market penetration [13]. - To succeed in the electric shaver market, Leifen must leverage its strengths in cost control and product performance while addressing the unique demands of male consumers [13].