Growing against the trend, exploring 618 small kitchen appliances under the epidemic

The annual 618 promotion has come to an end, and China’s home appliance sales have reached a new high. According to AVC data, in this year’s 618 promotion season, from June 1st to 14th, the online sales of home appliances exceeded 20 billion, an increase of 18% year-on-year. Among them, the small kitchen appliances category performed strongly, including JD.com, Suning, Pinduoduo and other platforms that launched discounts for small kitchen appliances. Looking back on the small kitchen appliances industry since the beginning of this year, it still maintained a strong resistance against the epidemic. Risk capability has become the “outstanding” in the home appliance industry. What will happen to the small kitchen appliance industry in the second half of the year? What growth points are the industry giants aiming for?

Small kitchen appliances grow against the trend

Hot sale of health and bakery products

According to data from JD Home Appliances, in half an hour from June 18, the overall turnover of small kitchen appliances increased by more than 260% year-on-year; the sales of food-related products such as electric ovens, egg cookers, and air fryer increased by more than 200% year-on-year. Data from the Suning e-commerce platform shows that since June, sales of smart small appliances such as breakfast machines and steam mops have increased by 180% year-on-year, while sales of air fryer have increased by 569%.

A few months ago, when the amount of the entire household appliance industry hit by the epidemic dropped significantly, small kitchen appliances showed a relatively strong ability to resist risks. Among them, subdivided kitchen appliances that focus on health functions and small western-style baking kitchen appliances have grown against the trend.

According to the relevant person in charge, the “cooking fever” spawned by the epidemic and the concern for health caused the electric hot pot to increase by 509% year-on-year in March, and the air fryer increased by 689% year-on-year in March; consumer demand for low-sugar rice cookers increased during the epidemic. From April to May 18, a certain brand of low-sugar rice cookers sold more than 30,000 units online.

According to data from Aowei Cloud Network, the sales of desktop electric ovens and egg cookers from January to April 2020 reached 1.57 billion yuan, a year-on-year increase of 131.7%, and the sales of grilling machines were 1.10 billion yuan, a year-on-year increase of 117.3%. The sales of wall-breakers reached 1.35 billion yuan, an increase of 77.0% year-on-year, and the sales of mixers from January to April 2020 reached 990 million yuan, an increase of 55.1% year-on-year.

The special circumstances of the epidemic period gave rise to the hot sales of small kitchen appliances, but as the epidemic eased, according to the latest data of 618, the popularity of small kitchen appliances remained unabated. The popularity of small appliances sales essentially reflected the people. With the increasing demand for a better life, the epidemic has changed the lifestyles of consumers. Everyone has developed the habit of cooking at home, while paying more attention to health. In the future, cooking and healthy small appliances will continue to grow.