High-end small appliances difficult to get high attention consumers lock in the low-end

The trend of high-end household appliances has spread to more and more areas. Not only does the price of tens of thousands of TVs and refrigerators frequently appear on the market, but many new home appliances are also rising in price. However, the annual report released by the Internet Consumer Research Center shows that, for most small household appliances, low-end and mid-end products are still the mainstream of consumer attention. Only high-end products such as razors and a few categories have attracted more attention from consumers.

Most high-end small appliances are not highly concerned. Although the high-end small household appliances market is booming, the annual report released by the Internet Consumer Research Center shows that for most small household appliances, there is a certain increase in consumer awareness of high-end products. However, low-end products are still more popular with consumers.

For example, in the rice cooker market, computer-based products have gradually replaced traditional mechanical products in the past two years to become mainstream, capable of cooking, congeeing, and even baking cakes. However, in 2011, the attention paid to the high-end rice cookers with a computer version of the price range over 500 yuan was only 27.1%. In addition, the hair dryer products below the price of RMB 200 attracted 88.6% of the consumers, while those over 500 were very small, less than 2%. In the foot bath area, the price of foot tubs is relatively low compared to other small household appliances because of simple technology and convenient production. According to a survey, products with a price of less than 400 yuan in 2011 have attracted 70% of consumers' attention, of which 301 yuan - 400 yuan price segment products become mainstream.

However, the reporter also noticed that the price of some products showed a polarization of polarization, and there was a tendency to shift to the middle and high-end. For example, electric razors, the report shows that although the low-end products 50 yuan -100 yuan, the highest degree of concern, is 22.8%, but the thousand yuan or more product attention is ranked second, at the same time, 300 yuan -500 yuan product attention Only third place was 0.2%. Similarly, in the vacuum cleaner market, the attention ratio of products under 300 yuan is less than the attention ratio of 501 yuan-1000 yuan gear and 1001-2000 yuan gear products, and vacuum cleaners over 2,000 yuan also got 11.5% attention, which means consumption For the high-end vacuum cleaner has a certain degree of attention.

Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, pointed out that in 2011, the scale of China's home appliance industry has grown steadily, and product structure upgrading is the biggest highlight of development. The proportion of home appliances with high performance, high energy efficiency, and large capacity increased. At the same time, the high-end of small appliances is one of the manifestations of industrial upgrading.

"According to the analysis of the home appliance market of key cities by the National Information Center, the competition of high-end home appliances has entered a relatively fierce stage. Foreign brands and local excellent brands have invested a lot of manpower and material resources in the high-end market, especially in the application of new technologies. The level of product design and material process improvement has improved significantly,” said Cai Ying, assistant director of the Resource Development Department of the National Information Center. From the changes in the consumption structure, it can be seen that the market competition for home appliances is gradually concentrated in high-end areas.

However, the reporter compared the reports published by relevant institutions such as the Internet Consumer Research Center and found that in products with local brands that have an advantage, such as electric fans, rice cookers and soya-bean milk makers, consumers are paying more attention to low-end products. In addition to these products derived from domestic demand, foreign brands have dominated the high-end market, especially in the fields of razors, vacuum cleaners, etc. Foreign-brand high-end products have received more attention from consumers.

According to expert analysis, local brands first lost the brand in the field of high-end small household appliances. The survey results for high-end home appliances announced by China National Grid indicated that consumers would first examine the brand when purchasing high-end home appliances. "I said that taking the first shot of Lipu, I first think of vacuum cleaners, razors and other products. Similarly, when it comes to buying these small home appliances, I first consider brands like Philips and Panasonic," said Beijing consumer Ms. Li. Zhang Li, a professor at the National Development Research Institute of Peking University, pointed out that the promotion of corporate brand power is not just a large amount of advertising investment. Product planning, R&D, design, production, after-sales service and even social responsibility will all affect the image of the brand. Cai Ying believes that the so-called high-end, should include four basic elements: First, should be the latest technology applications; Second, the improvement of product quality of life and the market needs to be consistent; Third, the product design, materials, processes are obviously Different from other products; Fourth, the price level is higher than similar products. The focus of high-end competition is not only in the downstream, but also in the whole industry chain. Therefore, it is still a long way for local small home appliance brands to develop high-end markets.

High-end consumption has become more rational. China National Grid Editor-in-Chief Lu Shenghua said that the survey shows that compared with 2010, consumers are paying more attention to prices when purchasing high-end home appliances. He believes that this aspect is affected by the economic environment. On the other hand, after two years of rapid development, the high-end market is maturing. Consumers no longer equate high-end products and luxury goods, not only when purchasing high-end products. To pick a brand, but also choose features, than the price. The survey shows that in the actual purchase, the most important factor for consumers to buy high-end products is not the brand, but the function. At the same time, the consumers' attention to prices has also increased by 8% compared with 2010, which shows that consumers are at the high end. The consumption of household appliances is becoming more and more rational.

Ms. Zhou, a rather avant-garde consumer, believes that the value of a buyer's electricity is good, especially for small household appliances. The so-called high-end products often have complex operation procedures. Once a problem arises, maintenance is inconvenient. Companies do not have high-end products. To provide high-end services, so it is better to buy a cheap product, use it directly to throw away is not distressed. Some consumers think that the so-called high-end is just some enterprises get high-profit gimmicks, and the added features are not practical, and it is not worth spending so much money.

“Most consumers’ viewpoints on the consumption of small household appliances are still limited to a single function. In the case of simple functions, the average consumer will make comparisons and choices in prices.” Zhongda Store, Beijing A small home appliance salesperson told reporters that high-end small home appliances are selling designs and humanized functions, but these have not been generally accepted by domestic consumers. The imported small household appliances such as fanless fans and window-wielding robots that won design awards in Germany have attracted consumers' eyeballs, but most people are reluctant to pay for ideas when they look at prices.