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]

Sales Growth in Small Appliances - The 618 promotional event combined with national subsidies has significantly boosted sales in the small appliance market, with online platforms like JD and Tmall reporting substantial increases in sales [1][5] - During the 618 event, sales of summer small appliances such as cooling fans and ice-making water purifiers saw remarkable growth, with portable fan sales increasing by 300% and ice-making water purifiers by 350% year-on-year [1][5] - Offline stores also experienced a surge, with Suning's small appliance sales increasing by 69% since the start of the 618 event, driven by high-ticket items like robotic vacuums and washing machines [2] Consumer Preferences - Consumers are increasingly drawn to smart and health-oriented small appliances, with robotic vacuums featuring improved interactive functions and practical designs becoming popular [3][4] - The demand for cleaning appliances has surged, with robotic vacuums and washing machines accounting for 70% of small appliance sales in stores [3] - Health-focused products like water purifiers and low-coating rice cookers have seen significant sales increases, with water purifiers up by 195% [4] Market Trends and Innovations - The national subsidy policy and promotional discounts have stimulated consumer confidence and demand, leading to a projected high-quality development phase for the small appliance market by 2025 [5][6] - The average prices of various kitchen small appliances have risen, with rice cookers increasing by 20.74% and steamers by 37.42% year-on-year [5] - Companies like Bear Electric and Supor are focusing on product upgrades and innovation, targeting high-end flagship products and expanding into diversified business areas [6]

Core Viewpoint - The upcoming "618" shopping festival is expected to drive a new wave of consumer demand for small household appliances, with a focus on product innovation and after-sales service as key decision factors for consumers [1] Group 1: Service Policy and User Experience - Midea has launched a "365-day exchange instead of repair" service policy for 60 categories of small appliances, aiming to enhance consumer confidence and streamline the service process [1][2] - The service allows users to exchange faulty products without the need for repairs, ensuring a hassle-free experience [1][2] - The AI identification feature has been implemented, achieving over 90% accuracy in diagnosing issues, with a dedicated customer service team available for cases of misjudgment [2] Group 2: Operational Efficiency and Supply Chain - Midea has established a robust supply chain to support the quick exchange of products, promising to deliver new machines within one working day after approval [2] - The company has opened 56 regional warehouses to facilitate the exchange process, ensuring that even in extreme shortages, users can receive alternative products [2][5] - The service model, while increasing operational costs, is viewed as a strategic investment aimed at enhancing brand value and consumer experience [5][7] Group 3: Industry Collaboration and Future Trends - Midea encourages industry partners to elevate service standards collectively, believing that this will activate consumer confidence [8] - The company aims to be a pioneer and enabler in the industry, promoting high-quality service to benefit more users [8] - Other leading small appliance brands are also exploring similar exchange policies, indicating a trend towards prioritizing user experience in the current market environment [7][8]

今年的618消费季，格外热闹。国补政策利好下，家电产品由8类扩容至12类，将电饭煲、微波炉、 净水器、洗碗机等4类产品纳入补贴范围，单件最高可享受销售价格20％的补贴，补贴政策持续加 码。 题图｜AI生成 又是一年618，大家的购物欲望似乎没那么"疯狂"。在网购便利的日常，想买什么就随手买了。尤其 是，有了"七天无理由"后，消费者们都被"惯坏"了。 当下，"早买早享受"的即时满足文化，让年轻人们对售后保障愈发看重。 毕竟，冲动消费后的"兜 底"才是猛猛下单的底气。 不光是日用品、衣物这些到货即能看到"对不对版"的小件随手边逛边买，需要使用一段时间才能有感 知的小家电，也得拥有"长期可退"的掌控感。不过，多数家电产品都只支持"1年保修，2年质保"，国 家"三包"也只有7-15年退换期。 当人们大谈消费升级时，却常常忽略了家电消费中的服务升级。 这种情况，或许是时候改变了。 "七天无理由"已满足不了当下年轻人，小家电的"赏味期限"也该拉 长一些了。 小家电，售后难 当价格不是问题的时候，消费者的"纠结"就从PK质量、性能这种纯"工具价值"，到对比和索要购物 所带来的软性"情绪价值"。 当"七天无理由"成为习惯，当 ...

目前小家电公司面临哪些市场环境以及未来的发展前景如何？ 小家电行业的破晓时分 20250605 摘要 2021 年后小家电行业进入平台期，但 2022 年空气炸锅和咖啡机等新 品类表现突出，分别增长 88%和 41%。2023-2024 年宏观经济下行影 响消费，但 2024 年四季度国补政策提振信心，利好中高端产品。 2025 年小家电公司面临需求温和复苏、竞争缓解和盈利能力改善的局 面。财政补贴和低基数效应推动行业聚焦高质量发展，均价有望修复， 平台降费减轻压力，关注小熊、飞科、德尔玛及苏泊尔。 线上渠道已成小家电销售主流，占比达 79%。平台推出减压政策，品牌 商注重费用转换效率，精准投放。各平台战略转向 GMV，提高用户粘性、 复购率和客单价，价格竞争有所缓和。 小熊等品牌通过优化产品结构、精简 SKU、打造中高端产品提升品牌形 象和利润率。营销层面注重投入产出比，供应链持续降本提效，确保毛 利率稳定和盈利能力修复。 2025 年厨房小家电行业规模有望恢复增长，价格拉动明显。国内市场 进入产品力提升阶段，推荐关注小熊、飞科、德尔玛和苏泊尔，以及净 水行业云米科技。 Q&A 小家电行业在过去几年中的发展 ...

Core Insights - The article discusses the rising popularity and pricing strategy of the high-end kitchen appliance brand Beiding, particularly focusing on its multifunctional electric steamer and other products, despite the overall market trend towards more cost-effective options [6][11][21]. Pricing and Consumer Behavior - Beiding's electric steamer is priced significantly higher than competitors, with a starting price of around 1300 yuan, which is 5-10 times more than similar products from other brands [7][11]. - Despite the high prices, consumers are willing to pay for Beiding products due to their perceived quality and design, indicating a shift in consumer behavior towards valuing aesthetics and brand reputation over cost [10][12][15]. Sales Performance - Beiding's electric steamer has become a top-selling product, contributing over 30% to the brand's sales in 2024, nearly double that of its previously popular health pot [6][18]. - The company has seen a significant increase in revenue, with a 16.54% year-on-year growth for the steamer, while the health pot only grew by 4.6% [18]. Market Positioning - Beiding targets a high-end market segment, focusing on consumers with higher purchasing power, particularly women who prioritize quality and aesthetics in small appliances [11][15]. - The brand's strategy includes leveraging its history as an OEM for international brands to establish a strong reputation and justify its premium pricing [12][21]. Challenges and Future Outlook - Despite current success, Beiding faces challenges in maintaining its market position as competition intensifies and consumer preferences shift towards more affordable options [20][21]. - The company is exploring new product categories, such as coffee machines, to expand its offerings and sustain growth in a competitive landscape [23][25].

• 2025 年 2-3 月，国补政策显著修复小家电行业，多数品类恢复增长。电 饭煲、电磁炉等年初至今增速达 12%，电蒸锅 19%，养生壶高达 37%， 豆浆机、榨汁机等长尾品类亦有 17-18%的增长，整体呈现可观增长态势。 • 刚需品类中，电饭煲、电压力锅、微波炉受益于 2025 年 Q1 纳入国补范 围，增长主要依赖价格拉动；养生壶、榨汁机、豆浆机等动力型小家电量 价齐升，市场表现尤为突出。 • 2025 年 Q1，苏泊尔收入从 2024 年 Q4 的下滑恢复至正增长，增幅约 4- 5%。摩飞、九阳、小熊等公司也显现修复迹象，内销预期普遍高于去年 Q4，国补政策带动行业整体趋势向上。 • 偏刚需品类占比高且顺应消费升级的企业受益最明显，尤其享受京东自营 平台最高 20%补贴力度的企业。中高端价格带企业亦受益于国 VI 标准下 刚需品类价格升级趋势。 • 美的和苏泊尔在饭煲、电压力锅及微波炉领域市占率领先，一季度合计达 51%。美的、苏泊尔小家电线上销售中相关产品占比分别达到 25%和 30%，凭借市场领导地位和较高定价策略优势显著。 Q&A 天猫和淘宝在补贴政策方面有何变化？ 天猫和淘宝的补贴政策与去 ...