The occurrence of the new crown pneumonia epidemic in 2020 has given birth to the “home economy” culture, and has brought a unique development environment for small household appliances. According to data from social apps, since the outbreak of the epidemic, the search DAU (Daily Active Users) for food, high-value and delicious recipes has tripled. Among them, food, culture and entertainment, sports and fitness, medical health and education have become the categories with the most new releases in the grass-growing  community.

electric egg boiler from Tsida

Long-term home life has stimulated the sales of small home appliances(egg boiler). According to data released by the Ali platform, in the Behind the popularity, what is driving it?

First of all, the popularity of small kitchen appliances (egg boiler)  is the result of the combined effect of new consumer groups and consumer demand. At present, the mainstream consumer groups in society have gradually changed from those born in the 60s and 70s to the 80s, 90s, and even 00s. Compared with their parents, the younger generation of consumer groups pay more attention to the quality of life and generally pursue individual freedom and enjoyment of life. Small household appliances (egg cooker) with stylish designs and novel functions are good things they can buy for a small amount of money to enhance the sense of refinement in life.

In an interview, Liu Bo, the person in charge of Cardfrog Technology, said, “The consumer groups represented by the post-90s have more refined and personalized needs for home life, and they have a relatively high acceptance of emerging products, and they also pay attention to product development. Looks, convenience and fun.”

Secondly, the hot sales of small home appliances are closely related to the attributes of their products and sales channels. On the one hand, compared with traditional large appliances, small home appliances have more sub-categories and low single product value. Consumers have low purchase costs, low trial and error costs, and are more likely to trigger impulse consumption.

On the other hand, due to its small size and no installation, small home appliances are more suitable for online sales. In recent years, with the rapid development of the e-commerce model, the online scale of small household appliances has gradually expanded, and sales volume and sales have achieved rapid growth. The sudden epidemic has once again reshaped people’s consumption habits and allowed the online market to speed up again, which also prompted the rise of small home appliances during the epidemic.

Once again, the rising Internet celebrity economy has added a fire to small household appliances. With the advent of the new media era and the rise of social media, the group of Internet celebrities has emerged. They share their lives on major platforms such as Weibo, WeChat, Xiaohongshu, Douyin, and Kuaishou. They have a huge fan base. While sharing, “plant grass” the product to fans. Small home appliances have their own short, flat and fast characteristics, making their marketing model more similar to fast-moving consumer goods such as beauty, relying on online and online celebrities. Take Mofei, a small appliance brand under Xinbao, as an example. It is precisely seizing social network channels such as Weibo, Xiaohongshu, Douyin, and actively cooperating with KOLs such as maternal and child bloggers and food bloggers. The direct target customer group is locked and the fragmented traffic is aggregated.

Of course, the ability of small home appliances to win better market performance is inseparable from another very popular phenomenon this year-live delivery of goods. Small household appliances have scenarios of impulsive consumption and short-term decision-making. Users do not need to think too much, or even have to experience offline. Coupled with its fashionable, fast-moving and internet celebrity characteristics, it is very suitable for live broadcast. Nowadays, in the live studio, in addition to beauty and food, there are many small household appliances that can be seen, such as juicers, mite removal devices, egg cookers, multi-function cooking pots and so on.