今年AWE上,小熊电器推出的烹饪创作、元气早餐、精致洗护等8大场景方案就是很好的例证:元气早餐 场景中的早安破壁机,无须彻夜泡豆也能轻松做出香浓豆浆,搭配早餐机和多士炉,短短几分钟就能完成便 捷营养早餐,让每个清晨都充满期待;再如精致洗护场景,满足的不只是衣物洗护,更是衣服从洗到烘、 熨、穿的全流程需求。早上出了门,才发现放进滚筒智洗舱的内衣忘记洗了?不慌,打开手机小程序即可选 择洗衣程序、远程自由设置。有的衣服并不脏只是穿皱了,怎么办?用挂烫机轻松熨烫就能平整如新,用户 再也不需要为衣物劳心费神,有更多时间去感受生活的美好……可以说,生活中大事小事,都能通过小熊电 器各类解决方案"一步到位"。 第二个,品牌从代表企业自己,到代表用户的生活方式追求。以前,用户选择小熊电器可能是因为某款产品 功能全、某款产品质量好。而今,用户选择的原因更加直接,就因为它是小熊电器。 在中国制造业的转型叙事中,小熊电器（002959）正书写一个关于价值重构的典型案例:当大多数企业仍 在价格战与功能迭代的语境下内卷时,这家企业正在从小家电制造商向生活方式品牌转型。 而发轫点,源自消费逻辑的根本性变革——当下,用户已从追求产品功能转 ...

Core Insights - The company is experiencing a new wave of growth opportunities in the competitive home appliance market, driven by precise user demand insights and innovative vitality [1] - The capital market has highly recognized the company's strategic transformation, with multiple institutions providing positive ratings and target prices [1][2] Product Innovation - The company launched the ultra-thin 1mm Light Pro Warm Palace Belt in June, addressing user pain points with features like 5-level precise temperature control and antibacterial materials [1] - The split electric stew pot meets the upgraded needs of family kitchens, and promotional strategies have effectively stimulated sales [1] - The company conducts over 20,000 user surveys annually through its "User Direct Plan," leading to rapid growth in its maternal and infant product category, with projected revenue of 250 million yuan in 2024 [1] Strategic Transformation - The company is focusing on high-end flagship products by shrinking low-profit categories and ensuring quality and capacity through smart manufacturing bases and a 2000㎡ testing center [2] - AI technology is applied in the digital field to optimize the supply chain and enhance market response speed through an integrated development system [2] - The company employs a dual-track strategy of "own brand + OEM" for global expansion, increasing R&D investment in Southeast Asia, Japan, South Korea, and Europe while leveraging established channels through OEM/ODM business [2] Financial Performance - The company has seen a decrease in sales expense ratio by 2.55 percentage points year-on-year and an increase in net profit margin by 3.18 percentage points quarter-on-quarter in Q1 2025, indicating improved operational quality [1] - The company is building resilience against challenges like raw material cost pressures through product innovation, efficiency improvements, and strategic focus [2] Market Outlook - The differentiated layout in the health small appliance sector, continuous optimization of the profit model, and steady progress in globalization collectively depict a new landscape for high-quality development [2] - The combination of "User Direct" innovation and refined operational capabilities positions the company for promising growth potential in the market [2]

趋势之下，一场与用户双向奔赴的消费浪潮，也在小家电领域生动上演。今年年初，小熊电器在AWE 展会通过全新落地成果展示，向外界释放了从小家电制造商向生活方式品牌转型的新信号。那么，何谓 生活方式品牌？近日，小熊电器通过与天猫大牌日的一场联合营销，对此做出了具象的注解。小熊电器 以"让生活有风"为主题，通过明星TVC传播、红书IP联动、达人场景种草及全域硬广覆盖，传递"品质 生活轻松可及"的品牌主张，实现从品牌到品效的营销闭环。据悉，本次小熊电器在天猫大牌日曝光量 达2亿+，带动GMV同步增长超10%。 联手天猫大牌日破圈传播，深度传递品牌新主张 今年是天猫大牌日迎来了十周年的里程碑，正积极向生活方式品牌转型的小熊电器与天猫大牌日的深度 合作，意味着，小熊电器不仅要借此向外界传达品牌新主张、新体验，更需要充分触达市场、渗透圈 层，完成新一轮外界心智对品牌认知的转化。 充分洞察用户需求与想法的小熊电器，以"让生活有风"为主题，通过代言人吴磊倾情演绎的《让生活有 风》TVC，不仅以真实用户视角穿梭于骑行、早餐、露营、办公四大场景之间，全面展示了轻松愉悦的 品质生活体验，更聚焦于每一种生活背后的真实洞察，以"风"为语境 ...

Core Insights - The core viewpoint of the article highlights the impressive financial performance of Bear Electric in Q1 2025, showcasing revenue growth and improved net profit margins after a challenging previous year [2][4]. Financial Performance - Bear Electric reported total revenue of 1.32 billion yuan in Q1 2025, representing a year-on-year increase of 10.58% [2]. - The company's net profit, excluding non-recurring items, reached 120 million yuan, marking an 8.24% year-on-year growth [2]. Industry Trends - The small home appliance industry is transitioning from "scale competition" to "value competition," with a notable trend of "secondary upgrading" in market consumption demand [2]. - According to data from Aowei Cloud Network, online sales of kitchen small appliances and personal care small appliances have shown significant growth in Q1 2025 [2]. Product Development - Bear Electric has made significant strides in product development, focusing on quality upgrades across its entire product line [3]. - The company has introduced innovative products such as the upgraded Morning Wall Breaker and multifunctional folding pots, addressing user pain points and enhancing health-conscious offerings [2][3]. Market Expansion - The company has developed comprehensive scene-based solutions to tap into user needs, leading to substantial growth in emerging business areas [3]. - Revenue from personal care products surged by 174.3%, while the mother and baby category grew by 31.8%, and the lifestyle category increased by 15.3% [3]. Strategic Acquisitions - Bear Electric has expanded its brand ecosystem through acquisitions, notably acquiring the professional oral care brand Roman, which enhances its "kitchen + lifestyle + personal care" ecosystem [3]. - The acquisition has also facilitated Bear Electric's overseas market development, with international sales increasing by 80.81% in 2024 [3]. Innovation and R&D - The company employs a user-centric development strategy, creating an innovation loop of "demand insight - product iteration - experience optimization" [3]. - Bear Electric conducts extensive user research, with over 20,000 data points collected annually, and has increased R&D investment by 36.48% in 2024 [3]. Quality Control and Manufacturing - The company has established a 2,000 m² testing and evaluation center to ensure stringent product quality control [3]. - Bear Electric has built five smart manufacturing bases to strengthen its intelligent manufacturing capabilities [3].

消费升级大潮下，一个转变正在发生——品质生活已从小众需求成为普罗大众的共同追求。知萌咨询发 布的《2024中国消费趋势报告》印证了这点：消费者想要通过消费来达到生活的品质感，且不再满足于 产品的功能属性，更追求能带来情感共鸣的生活体验。 几乎可以确定的是，满足用户品质生活需求，将成为企业创造用户价值、升华创新价值、实现战略价值 的必由之路。 但问题是，如何定义品质生活？企业又该如何满足用户的品质需求？小熊电器用实践给出了答案：基于 用户需求的全系产品品质升级、生活场景拓新，实现全场景体验重构，为用户提供轻松愉悦的品质生 活。 日本生活学家松浦弥太郎在《好物100》中写道："真正的品质生活不在于拥有多少物品，而在于每件物 品都能恰到好处地服务生活。"而这句话，也精准诠释了小熊电器一以贯之的创新哲学，不是简单增加 功能和品类，而是深度解构用户需求。 什么是恰到好处？先说一个反例。市面上很多破壁机都能细腻地打出豆浆、果泥，可以说"本职工作"已 经完成的相当不错。但到这里，需求真的已经被满足了吗？结果是，有人用完后发现很难彻底清洗，而 且有的破壁机噪音很大，早上用很容易吵醒家人……在看似高度细分的市场中、在看似已被满 ...