厨房小家电成“悦己”新宠，李佳琦直播间引领年货节消费热潮

Core Insights - The rise of small kitchen appliances during the recent Chinese New Year shopping festival reflects a shift in consumer behavior, where young individuals are increasingly using these tools to create elaborate meals with ease [1][8] - Live streaming platforms, particularly those featuring influencers like Li Jiaqi, play a crucial role in demonstrating the functionality and appeal of these appliances, making cooking more accessible and enjoyable for consumers [3][8] Group 1: Consumer Behavior - Young consumers are no longer satisfied with merely "making do" with their meals; they seek to create dishes that have a sense of ceremony and quality, facilitated by convenient kitchen gadgets [3][8] - The popularity of small appliances such as air fryers, steamers, and multifunctional cooking machines has surged, with significant sales increases compared to the previous year [1][8] Group 2: Live Streaming Influence - Live demonstrations in streaming sessions showcase how to use appliances effectively, helping consumers replicate restaurant-quality dishes at home [5][7] - The immersive nature of these live sessions highlights the high cost-performance ratio of certain products, aligning with young consumers' desire for a refined home experience [7] Group 3: Market Trends - The demand for small kitchen appliances is indicative of a broader trend towards "self-satisfying consumption," where consumers seek to enhance their daily lives and find joy in cooking [8] - The successful sales of products like the Hai Shi coffee machine, which sold out rapidly during a live session, exemplify the effectiveness of live streaming in driving consumer interest and sales [7]