Core 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].

Core Viewpoint - The success of new players in the electric hair dryer market demonstrates that innovation can disrupt traditional brands, highlighting the potential for smaller companies to thrive in industries typically dominated by large enterprises [1][5][14]. Industry Overview - The electric hair dryer market has evolved, with a significant shift from low-cost products under 100 yuan to high-end models priced above 1000 yuan, following the introduction of Dyson's high-speed hair dryer in 2016 [3][7]. - The core technology barrier in high-speed hair dryers is the high-speed motor, which has historically limited market entry for many brands due to high costs [3][5]. Company Insights - The company Reifeng, founded by entrepreneur Ye Hongxin, has successfully developed a high-speed hair dryer using a three-phase brushless motor, achieving comparable performance to Dyson's products while controlling costs effectively [5][13]. - Reifeng's pricing strategy has made high-speed hair dryers more accessible, with models priced at 599 yuan and 399 yuan, significantly lower than Dyson's offerings [7][14]. Marketing and Sales Strategy - Reifeng capitalized on the explosive growth of the Douyin platform for marketing, achieving rapid sales growth and becoming the top seller in the hair dryer category in 2023 and 2024 [7][14]. - The company emphasizes a comprehensive approach to product development, including R&D, production, quality, marketing, and service, to establish a competitive edge [7][8]. Product Development and Innovation - Reifeng focuses on addressing specific consumer needs, such as creating a compact hair dryer for travelers and fitness enthusiasts, which involves overcoming various technical challenges [9][11]. - The latest product, the Swift4 hair dryer, integrates advanced features for hair care, allowing users to apply their preferred essential oils during use, showcasing Reifeng's commitment to innovation [11][13]. Future Aspirations - Reifeng aims to expand its market presence beyond hair dryers, having already entered the electric toothbrush market and planning to launch an electric shaver, indicating a strategy of capturing significant market share across multiple personal care categories [14][16]. - The company is committed to maintaining high standards in product development, focusing on technology and quality to compete with industry leaders [16][17].

Core Viewpoint - Philips is leading a revolution in shaving technology with the launch of its new "Philips Rotating Care Shaver," which combines effective shaving with skin-friendly features, enhancing the overall shaving experience for men [4][12]. Industry Trends - There is a noticeable trend among male consumers who increasingly value the shaving experience and are more focused on the functionalities of electric shavers. The market is divided into two main types: foil and rotary shavers, with rotary shavers being more suitable for Asian skin types [3][6]. - The electric shaver industry shows positive growth signals, with male consumers contributing significantly to online sales, indicating a previously overlooked market potential [3][21]. Product Innovation - Philips has maintained its leading position in the electric shaver market by continuously innovating. The new "Rotating Care Shaver" features advanced technologies such as dual-layer blades and SkinIQ Pro customization, which cater to individual user needs [10][11]. - The introduction of the "Rotating Care" shaver represents a new product category that emphasizes both shaving efficiency and skin care, aiming to enhance the ritual of shaving for men [4][12]. Consumer Preferences - Key consumer demands for shavers include shaving efficiency, comfort, safety, portability, and ease of cleaning. There is a growing preference for traditional wet shaving among younger consumers, reflecting a desire for skincare and ritualistic grooming [6][7]. - The collaboration with celebrity spokesperson Jay Chou aims to attract a younger demographic while reinforcing the brand's image among older consumers [19][21]. Market Position - Philips holds the highest market share in the electric shaver segment in China, with a reported 43.7% market share in 2021. The company continues to innovate while enhancing consumer experiences through interactive marketing strategies [21][22].