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谁杀死了小家电的利润?
Xi Niu Cai Jing· 2025-08-26 04:41
作者:Hasove 经过"宅经济"的短暂火热后,小家电行业就像"坐过山车"一样,快速冲高又迅速回落。 小家电"价格战"血拼,销量却越来越差。打开电商平台搜小家电,随便点进一个打蛋器或者空气炸锅的页面,你会发现价格跟两年前比真的差不少。以前一 个像模像样的空气炸锅怎么也得300多元,现在100多元就能拿下,碰上搞活动时90多元就能包邮。 小家电价格降了这么多,销量却没见往上涨。奥维云网最新的半年数据显示,2025 年上半年小家电整体零售量13652万台,同比下降1.2%。另外据奥维云网 此前数据,2023年厨房小家电市场整体零售额约为549.3亿元,同比下降9.6%;零售量约为2.65亿台,同比下降1.8%。2024年"618"促销期,厨房小家电全品 类线上渠道(传统电商+抖音)零售额为32.8亿元,同比下降10.3%。 同质化让利润"薄得像纸" 你做一个带预约功能的电煮锅,我就加个蒸格;你搞个渐变配色,我就上个卡通图案,完全没有核心技术加持。 另外,有小家电代工厂内部人士透露,现在很多品牌根本不搞研发,拿着现成的模具改改外观就敢推新品,成本压得极低,然后靠低价抢市场。这样一来, 整个行业都陷入了恶性循环,你降 ...
★内外兼修 构建通道 优化服务 多方联动护航外贸企业拓内销
Core Viewpoint - The article discusses the collaborative efforts of various stakeholders to help foreign trade enterprises expand into the domestic market, enhancing their resilience against external uncertainties and improving their overall development certainty [1][3]. Group 1: Market Expansion Strategies - Foreign trade enterprises are adjusting their product direction to cater to domestic market demands, with a focus on optimizing financial services to support their transition [1][3]. - Companies like Xinbao Co., which has a significant portion of its sales from exports, are successfully leveraging e-commerce platforms to boost domestic sales, as seen during the Tmall "618" shopping festival [1][2]. - The domestic small home appliance market is expected to grow significantly, with companies planning to launch new products by 2025 [2]. Group 2: Government and Policy Support - The Ministry of Commerce is actively promoting the integration of domestic and foreign trade, providing support to foreign trade enterprises to help them navigate external challenges [3][4]. - Local governments are implementing policies to support foreign trade enterprises, such as including foreign trade products in consumption upgrade programs and organizing promotional events [4][5]. - E-commerce platforms are playing a crucial role in assisting foreign trade enterprises by providing financial support and facilitating their entry into the domestic market [5][6]. Group 3: Challenges and Recommendations - Foreign trade enterprises face challenges in adapting their products to meet domestic market needs, which may require significant time and resources [6][7]. - There is a need for enhanced financing support for foreign trade enterprises, particularly for small and medium-sized businesses, to help them manage the transition [7]. - Establishing communication platforms to connect foreign trade enterprises with domestic distribution channels is essential to reduce information gaps and facilitate market entry [7].
盘点“618”最受欢迎家居产品及主流消费群体
Xiao Fei Ri Bao Wang· 2025-06-20 02:14
Core Insights - The "618" shopping festival this year showed a decline compared to previous years, but still received positive responses from merchants amid changing international trade dynamics and pressure on the domestic consumption market [1][6] - Home products, particularly well-known brands, experienced significant sales growth during the "618" period, indicating a shift in consumer preferences [1][2] - The promotional strategies have evolved, with many merchants focusing on international markets, suggesting that "618" and "Double 11" could become global shopping festivals in the future [1][5][7] Home Product Promotions - Sales of home products during this year's "618" were optimistic, with high-end smart toilets seeing a 45% year-on-year increase in sales on JD platform [1] - Other home appliances and small kitchen gadgets, such as multi-functional cooking pots and electronic scales, also saw over 100% year-on-year growth [1] - Suning reported a 69% year-on-year increase in sales of cleaning appliances and smart small home appliances since the start of the promotion [2] Popular Home Products - The most popular home products this year included small kitchen appliances like mini rice cookers and multifunctional steamers, particularly favored by younger consumers [3][4] - Prices of various kitchen small appliances have increased, with rice cookers up 20.74% and steamers up 37.42% year-on-year [3] - Smart small appliances and cooling products gained traction, with portable fans seeing a 300% increase in sales [3] Shift from Domestic to International Markets - The concept of "involution" has led many merchants to shift their focus from domestic competition to international markets, particularly Southeast Asia [5][6] - The Southeast Asian e-commerce market has shown significant growth, with a 123% year-on-year increase in GMV reported by TikTok Shop [6] - The stable policy environment in Southeast Asia is seen as advantageous for merchants looking to expand internationally [6]
“以旧换新”遇上“618” 消费活力持续释放
Zheng Quan Ri Bao· 2025-06-18 16:12
Group 1 - The "trade-in" policy has expanded this year, covering more product categories and stimulating consumer demand for home appliances, mobile phones, and smart wearable devices [1][2] - Retail sales of home appliances and audio-visual equipment increased by 53% year-on-year in May, while communication equipment sales rose by 33%, indicating a strong impact from the trade-in policy [1][2] - The sales of smart devices, particularly smartwatches, have seen significant growth, with an overall increase of 54% and smartwatches alone achieving an 80% year-on-year increase [2][3] Group 2 - Companies are adapting to the trend of consumption structure upgrades by launching products that meet consumer demands, such as large-screen TVs and smart refrigerators [3][4] - The market for quality products is growing, with companies like Hisense achieving top sales in 4K projectors on platforms like JD.com, reflecting consumer preference for high-quality and health-oriented products [3] - There is a call for companies to increase investment in product research and innovation to align with policy directions and consumer needs, enhancing market competitiveness [4][5]
部分家电商家冲刺期躺平!今年“6.18”开头热、收尾冷
第一财经· 2025-06-18 15:35
Core Viewpoint - The "6.18" mid-year shopping festival in 2023 faced challenges due to the early promotion period and the suspension of national subsidies, leading to a weaker than expected sales performance [1][2]. Group 1: Sales Performance - The sales during the "6.18" event were impacted by the suspension of national subsidies, with some regions experiencing a significant drop in customer traffic [1]. - In the first three weeks of the "6.18" promotion (from May 12 to June 1), the online sales of color TVs reached 937,000 units, a year-on-year increase of 32.1%, with sales revenue of 3.49 billion yuan, up 34.2% [2]. - Many companies reported that the sales during "6.18" were lackluster, attributing this to the fragmentation of consumer demand due to various promotional activities leading up to the event [2][3]. Group 2: Competitive Landscape - In regions where national subsidies were still available, retailers continued to push for sales aggressively, competing closely with online platforms [3]. - JD.com reported that during the first half of the "6.18" event, its sales of digital products accounted for 69% of the market share among major e-commerce platforms, with significant year-on-year growth across various categories [3]. Group 3: Policy and Future Outlook - The government has allocated 300 billion yuan in special bonds to support the consumption of old-for-new policies, with 162 billion yuan already distributed to localities [4]. - Analysts predict that the high base of consumer electronics sales from the fourth quarter of 2024 may lead to lower growth expectations for the second half of 2025 [4].
今年“6.18”开头热、收尾冷,部分家电商家冲刺期躺平
Di Yi Cai Jing· 2025-06-18 11:55
Group 1 - The "6.18" shopping festival this year faced challenges due to the early promotion period and the suspension of national subsidies in some regions, leading to a weaker sales push [4][5] - In the first three weeks of the "6.18" promotion (from May 12 to June 1), the online sales of color TVs in China reached 937,000 units, a year-on-year increase of 32.1%, with sales revenue of 3.49 billion yuan, up 34.2% [5] - Many companies did not increase promotional efforts as in previous years, with some reporting average sales performance during the "6.18" event [5][6] Group 2 - In regions where national subsidies were still available, retailers continued to push sales aggressively, competing closely with online platforms [6] - JD.com reported that during the first half of the "6.18" event, it captured 69% of the sales in digital products among major e-commerce platforms, with significant growth in major appliance categories [6] - The government has allocated 3 trillion yuan in special bonds to support the "old-for-new" consumption policy, with 1.62 trillion yuan already distributed to localities [7]
多方联动护航外贸企业拓内销
Group 1 - Foreign trade enterprises are actively expanding into the domestic market to enhance resilience against external uncertainties, supported by government initiatives and e-commerce platforms [1][3][4] - The domestic small home appliance market has significant growth potential, with companies like Xinbao actively developing their own brands and exploring new marketing strategies [2][3] - In April, domestic sales of companies engaged in exports to the U.S. increased by 4.7% year-on-year, with 21 out of 31 manufacturing sectors showing improved domestic sales ratios compared to the previous year [3][4] Group 2 - E-commerce platforms have implemented measures to support foreign trade enterprises, resulting in over 3,100 foreign trade companies entering the market and generating sales exceeding 1.1 billion yuan [4][5] - The "Thousand Billion Support" plan by Pinduoduo aims to provide subsidies to cross-border small and medium-sized enterprises, helping them stabilize production and expand into the domestic market [5][6] - There is a need for enhanced policy support and financial assistance for foreign trade enterprises transitioning to domestic sales, as they face various challenges during this transformation [6][7] Group 3 - The government is promoting the integration of domestic and foreign trade, helping enterprises effectively respond to external shocks and encouraging participation in initiatives like "Old for New" [3][6] - Local governments are also taking action to support foreign trade enterprises, such as including foreign trade products in consumption policies and organizing promotional events [3][6] - Industry experts emphasize the importance of building brands and obtaining compliance qualifications for foreign trade enterprises to successfully enter the domestic market [7]