年货节吹起“悦己”风，小家电如何重塑年轻人的年味与日常

Core Insights - The Tmall New Year shopping festival is witnessing a surge in sales of kitchen small appliances, with products like vacuum machines, air fryers, health pots, soy milk machines, and wall-breaking machines ranking among the top five in live streaming sales, showing significant growth compared to the same period last year [1] Group 1: Consumer Behavior - Consumers are not becoming "lazy"; instead, they are finding a balance between wanting to cook and lacking culinary skills, leading to a demand for convenient cooking tools [3] - Young consumers are no longer satisfied with just "making do" with meals; they seek to create dishes that have a sense of ritual using convenient appliances [3] Group 2: Live Streaming Influence - Live streaming sessions, particularly those hosted by influencers like Li Jiaqi, showcase the transformation of products into appealing food outcomes, enhancing consumer understanding of the appliances' usage and benefits [5] - The immersive demonstration style in live streams highlights the high cost-performance ratio of previously lesser-known products, aligning with young consumers' pursuit of a refined lifestyle [5] Group 3: Social Media and Cooking Trends - The lowering of cooking barriers through small appliances has encouraged many novice cooks to attempt homemade meals, leading to the sharing of their culinary achievements on social media platforms [5] - The popularity of kitchen small appliances during the New Year festival reflects consumers' pursuit of quality of life, embodying the essence of "self-satisfying consumption" by enhancing satisfaction and happiness in daily meals [5] Group 4: Role of Live Streaming - Live streaming serves multiple roles: it is a showcase for product functionality, an interactive platform for user communication, and a trust bridge connecting brands with consumers [5] - The "visible, learnable, and usable" presentation style in live streams transforms small appliances from mere kitchen tools into significant contributors to home dining upgrades and enhanced life rituals [5]