2025年中国小家电市场呈现鲜明的结构性分化。在上半年小家电零售额同比下降6%-8%的大环境下，部 分细分赛道却迎来爆发式增长。其中，2025年第一季度冷萃功能咖啡机市场规模同比激增423%；2025 年洗地机行业销售额同比增长17.45%。 市场波动背后，是消费逻辑的转变。单纯以整体销售洞察行业发展已显片面，用户个性化、碎片化的需 求爆发，正持续推动一大批新兴品类的涌现和崛起，重塑着市场格局。 趋势之下，小家电企业逐步开始跳出"规模扩张"的传统制造，转向以用户需求为核心的价值链重构。制 造升级不再是简单的产能提升，而是要实现从需求洞察到产品交付的全链路精准响应。过程中，小熊电 器以数智化驱动制造，不仅实现了自身业绩的增长，更给出了颇具价值的实践答案。 数据前置抓风向，数字升级提效率 小家电消费的碎片化特征，决定了市场需求的快速迭代属性，这一点在近两年新兴品类的快速更迭中有 直观体现。像2024年，智能茶吧机、宠物小家电等品类还是年度"黑马"；来到2025年，冷萃咖啡机、变 频破壁机又成为大众"心头好"。 需求的快速迁移，意味着依赖过往销售数据研判趋势的传统模式，往往滞后于消费风向的转变，容易陷 入"跟风即过 ...

Core Insights - The article discusses the transformation of consumer behavior from materialism to a pursuit of emotional and lifestyle values, highlighting the emergence of a new consumption era where brands engage with users on a deeper level [1][4][17] Group 1: Brand Transformation - Xiaoxiong Electric is transitioning from a small appliance manufacturer to a lifestyle brand, as evidenced by its participation in the AWE exhibition and its marketing strategies [1][4] - The brand's new proposition, "Let Life Have Wind," is communicated through various marketing channels, including a TV commercial featuring celebrity Wu Lei, which showcases different life scenarios [4][7] Group 2: Marketing Strategy - The collaboration with Tmall's Big Brand Day aims to enhance brand recognition and market penetration, allowing Xiaoxiong Electric to convey its new brand message and user experiences [4][8] - The marketing campaign achieved over 200 million exposures and a GMV growth exceeding 10% [1] Group 3: User Engagement - Xiaoxiong Electric has initiated a topic matrix on Xiaohongshu, targeting various demographics such as white-collar workers and new middle-class consumers, resulting in over 14 million views [9] - The brand emphasizes emotional connection and lifestyle values, moving beyond mere product functionality to establish a new identity among consumers [14] Group 4: Product Innovation - Xiaoxiong Electric has upgraded its entire product line to address user pain points, such as improving the cleaning of blenders and enhancing the washing experience with its washing machines [15] - The brand's focus on creating all-scenario solutions reflects its commitment to providing a pleasant quality of life through innovative products [15][17]