Q1 in 2021 can be regarded as the first node in the new year since the COVID-19 epidemic. The outbreak of the epidemic at the beginning of last year and the staggered peak of the Spring Festival make the overall data of this node of Q1 relatively more explanatory.

According to AVC 2021Q1 omni-channel launch data show that small kitchen appliances (rice cookers, induction cookers, electric pressure cookers, soymilk machines, wall breakers, blenders, juicers, electric kettles, frying machines, electric steaming stew pots) , health pots) total retail sales of 11 categories was 13.71 billion yuan, an increase of 2.6% year-on-year; retail sales of 63.958 million units, an increase of 2.1% year-on-year.According to AVC 2021Q1 omni-channel launch data show that small kitchen appliances (rice cookers, induction cookers, electric pressure cookers, soymilk machines, wall breakers, blenders, juicers, electric kettles, frying machines, electric steaming stew pots) , health pots) total retail sales of 11 categories was 13.71 billion yuan, an increase of 2.6% year-on-year; retail sales of 63.958 million units, an increase of 2.1% year-on-year.

Among them, according to AVC online channel push data, the retail sales of the above 11 categories are 9.61 billion yuan, an increase of 6.8% year-on-year; the retail volume is 54.565 million units, an increase of 5.2% year-on-year; the offline retail sales of the above 11 categories are 4.10 billion yuan, a year-on-year decrease of 5.9%; retail sales of 9.393 million units, a year-on-year decrease of 12.6%.

From this data, we summarize (the following contents are all analyzed around the above-mentioned small electrical products monitored by AVC) the following major points of Q1:

Weakness of the market: online slightly improved, offline is relatively weak, the performance of small kitchen appliances is not satisfactory.

Unsatisfactory, the performance of offline channels, it can be imagined that for offline channels, compared with last year Q1 was the most severe time of the ,COVID-19 epidemic, most offline stores were closed, consumers stayed at home, and consumer confidence in consumption was relatively high downturn. It is expected that there will be a significant year-on-year increase in offline sales this year, but a figure of -5.9% is ushered in, which is far from satisfactory.

From the perspective of external development, with the rapid penetration of the internet, online development has become more and more mature. Live broadcast e-commerce has effectively marketed through low prices and personal charm throughout the network. It is not an exaggeration to say that there are many consumers who buy multiple small home appliances at a time; in addition, the in-depth planting and drainage of social e-commerce has led to the rapid development of some emerging categories. 

From an internal point of view, the low unit price of small home appliances, small size, installation-free, high-value appearance, and improved happiness, suitable for consumers to purchase impulsively, make the online further improvement in 2020.

By 2021, there is no doubt that the consumer line the habit of online shopping has been formed, especially in cities with a relatively bottom line that most rely on offline physical store shopping on weekdays, but they were forced to use online shopping during the epidemic, and they also realized that the average online shopping price was relatively low and delivery was relatively low. Getting home is more convenient, which is one of the main reasons why the proportion of offline channel sales has not increased.

Conservative price: although the cost is rising, the competition is fierce. Brands are fighting for memory and "fighting" the price conservative war.

Since the beginning of the year, the increase in the price of upstream raw materials has been widely circulated, and the home appliance industry has been calling for price increases. However, for the small home appliance industry, the price increase is relatively not very obvious. The main reason is first: the sales channels of small appliances are mainly online; secondly, multi-brand entry and fierce competition; thirdly, the amount of raw materials for small appliances is relatively small. To sum up several reasons, most small electric brands are still on the sidelines, and price increases are relatively conservative.

Two-tier regionalization: the average price and purchasing power of first-tier cities in Beijing and Shanghai "boost".

We use the change of the province' s share as the abscissa to roughly consider the purchasing power of consumers, and set the ordinate to the average price increase. The mapping found that in first-tier cities such as Beijing and Shanghai, the average price and purchasing power "both increased."

The initial reshuffle: big brands exert force, mid-tail brands are under pressure, and the post-epidemic syndrome changes twice.

Emerging small household appliances and small cooking appliances will be full of dividends in 2020, and most brands will join them, squeezing the share of top brands. Following this, big brands have accelerated the development of online channels, putting pressure on the mid-tail brands to move forward.

To sum up, the scale of growth of small household appliances is weak, the average price is raised conservatively, and the future will still see "internal innovation and outbound". 

In the past AWE and the new product launches of various companies, we have seen many emerging species enter the consumer’s field of vision, such as integrated products, intelligent cooking robots, and some other novel and convenient break-in and reorganization products.

 The future will usher in an increase in the market. However, for most of the above-mentioned traditional categories, it is still the rigid demand for consumer kitchen use. 

The market demand is still there, and our continuous innovation is still needed.