In recent years, with the influence of various roles such as "appearance economy" and "home economy", small household appliances have become the traffic password of major social platforms in one fell swoop, filling almost the "gaps" of every need of young people.
But who would have thought that from being at the top to falling off the altar, it would only be a moment. After the savage growth, the small household appliance industry began to stage a "face-changing drama". According to data from Aowei Cloud Network, the retail volume of small kitchen appliances in 2022 will decrease by 12 year-on-year7. There has been a downward trend for two consecutive years.
Why is the market cold? The decline in user enthusiasm is only one of them; More importantly, the rapid expansion of the industry volume violates the objective supply and demand relationship to a certain extent, and a large number of products cannot be digested in the short term after pouring into the market, which has led to the rapid decline after rapid growth.
Today, the market has moved from hot money to calm and rational, although there are short-term pains, but there are long-term benefits. Just like the self-repair of the ecological environment, the cold of small household appliances is also a "reshuffle" under the law of market operation. While eliminating short-term opportunism, it also allows those who pursue long-term doctrine to gradually emerge.
Xiaoxiong Electric is such a small household appliance enterprise with the spirit of hard work. From an ordinary factory building of 800 to an intelligent production base of 580,000 yuan, Xiaoxiong Electric has gradually embarked on a "long-term" development path in the process of moving forward step by step: quality-oriented, innovation-driven. A variety of high-quality, design-oriented small household appliances not only meet practical needs, but also bring users a relaxed and pleasant quality of life.
In fact, after getting rid of the "showcase", the small household appliance industry can really enter a cycle of benign development.
The heat will eventually fade, and only the quality will last
On social networking, the wind review of small household appliances has experienced a wave of "polar reversal" in just a few years.
At first, small household appliances were highly sought after, because the appearance was really "able to play", and the first level of the household itself was not high, so it was popular all over the Internet for a while. After that, the word-of-mouth retrograde is that people find that the quality of its products is completely unable to support the ideal beauty.
After the "cold wave", if small household appliances want to turn the situation around, the first thing to do is to re-establish consumer trust. When it comes to action, it is to implement the business philosophy of "quality first, quality first", ensure that the product is high-quality, and comprehensively improve product quality and quality control.
As one of the examples, Xiaoxiong Electric has always adhered to the high-quality strategy, while promoting product iteration and upgrading, strictly controlling product quality and process details, and taking excellent product quality as the core competitiveness, which not only provides a strong guarantee for consumers, but also drives the steady development of the enterprise.
As the export of product quality, production is an important guarantee of quality stability. Xiaoxiong Electric has built 5 intelligent manufacturing bases, parts production bases and operation bases, and has two domestic top level automatic production lines - shredder automatic production line and health pot automatic production line, while advanced production equipment and mature production technology, not only improve production efficiency, to achieve lean manufacturing, but also greatly improve the level of product quality management, all-round guarantee of production.
In terms of quality, we should also pay attention to the details of quality control. To this end, Xiaoxiong Electric has built a professional laboratory of about 2,000 square meters, with more than a dozen professional laboratories such as performance laboratories and electronic laboratories, equipped with a large number of high-precision modern testing instruments to further improve quality control capabilities, just to keep the "last pass" of quality.
As Li Yifeng, chairman of Xiaoxiong Electric, said, doing a good job in products is the "internal strength" of the enterprise. Compared with the temporary popularity, quality is the permanent reputation. At present, Xiaoxiong Electric has switched to the "long-distance running" track, not only to run fast, but also to run far and steadily. This is the essence of Xiaoxiong Electric's "long-termism", and it is also the core of its "boutique strategy".
R&D strengthens product strength, and innovation leads new trends.
In the market, sales volume ultimately depends on supply and demand. Making good products is only the basic, and the most important thing is whether the company can continue to meet the changing market demand, which is the key to the road to "Changhong".
Why can't small household appliances be sold? The main reason is that small household appliances have single functional attributes and few application scenarios, and once a more comprehensive product appears, it is easy to be replaced or even marginalized. In addition, most small household appliances are difficult to distinguish at the experience level, lack of intelligent and humanized innovative elements, and the homogenization phenomenon is serious.
Therefore, in the future, small household appliances need to strengthen R&D and innovation, upgrade their product strength and differentiated characteristics in an all-round way, and improve the frequency and stickiness of users, so as to achieve advanced experience and expand market increment. In this regard, the strategic layout of Xiaoxiong Electric also reflects the forward-looking.
Thanks to the structural optimization of the overall category, Xiaoxiong Electric has gradually built a "moat" of product strength. At present, it has independently developed more than 70 categories, covering kitchen appliances, household appliances, furniture products, personal care, baby products, etc., which not only meets the needs of users for all-round quality life, but also cracks the homogeneous competition status quo.
Among them, R&D and design are the core links. On the one hand, Xiaoxiong Electric has built a 3-level R&D system, with 10 R&D teams and more than 300 R&D personnel. On the other hand, we will steadily promote the quality of design, relying on the existing 10+ design teams and more than 60+ designers, and at the same time in-depth cooperation with external top design resources, linking global design resources, and creating a high-quality strategic combination to practice "real kung fu".
At the same time, Xiaoxiong Electric is also accelerating the transformation of digital intelligent manufacturing, providing technical foundation support for enterprise category innovation and product upgrading. At present, the intelligent management of the factory, the real-time update of production line data, and the real-time synchronization of machine operation have been gradually realized, so as to improve the overall production efficiency, and at the same time integrate the connection of production, supply and marketing, the integration of industry and finance, R&D management, digital intelligent decision-making, etc., to create an intelligent, collaborative, flexible and efficient product chain system.
It can be said that it is the implementation of this series of measures that allows Xiaoxiong Electric to gain many recognitions from the industry and the market in the face of industry adversity. On the industry side, Xiaoxiong Electric was awarded the "2023 National Intellectual Property Demonstration Enterprise" and was listed in the 2023 "Top 50 Enterprise Brand Value in Foshan City"; On the market side, Xiaoxiong Electric will achieve high sales growth in many categories during the Double 11 in 2023, and many hot-selling items such as Xiaoxiong instant hot water dispenser and Xiaoxiong electric cooker have topped the hot list on the Tmall platform.
Write at the end
When "appearance" no longer represents justice, small household appliances will eventually move towards the stage of hard power competition. After all, the underlying logic of the market is always excellent products, only fancy shelves, no real skills, destined to not go far.
After the "reshuffle" of the industry, the future development of small household appliances has become clear. The small household appliance enterprises represented by Xiaoxiong Electric, on the basis of doing a good job in products, are still innovating and breaking through according to market demand, leading the healthy development of the industry, and laying the groundwork for the next breakthrough and growth.