51 "little long holiday is an important festival, each worker is also the important festivals of everyone in home appliances. During the period of" May Day "this year, small home appliance key promotion, compared with last year, small home appliance market promotion is still simmering" 51 ". In the first quarter, under the condition of small home appliance market start to lag behind, each manufacturer against the wind, the rice cooker and cooking machine, according to Mr D cloud network (AVC) offline monitoring data show that rice cooker pin is on the rise, the market rose 117.6%, while cooking machine market, sales of rapid economic growth, rose 173%.

Promotion, constant theme, change form

In recent years, the impact of the online market, offline market disorder, irregular "price war" did not reverse the offline market downturn, fatigue makes consumers in all kinds of "price war". After more than two years of market baptism, 17 years of various manufacturers refresh the promotion activity, the promotion of the high price product, the gift also relative upgrade.

High price promotion

As the domestic consumer environment changes, the consumption upgrade makes sense. In order to cater to the current consumption boom, manufacturers have gradually increased the number of high-end products and increased the promotion of medium and high-end products during sales promotion. From the price segment, the high price segment share has changed significantly. According to the dimension cloud network (AVC) offline monitoring data show that rice cooker market price of 700-799 period to 19.8% market share to occupy the first, 500-599 yuan price price, 1500 yuan or more paragraphs, followed by amount of market share of 18.5%; The higher price range for the market is between $1,300 and 1999, and the price range of 2000-2999.

Bonus upgrade

Throughout the past promotion gifts, most vendors give away POTS, props, electric rice boxes and so on. This year "51" the promotion period, promotional giveaways diversification, "buy rice cooker give soybean milk machine", "buy food machine free afternoon tea gift box + meat grinder", "10 years of warranty", etc., from cooking utensils to give gifts to household appliances, from physical to give gifts to after-sales, promotional gifts, as the product upgrade and upgrade, more cater to the current consumption trend, and closer to the consumer.

Reappearance with the old

In 2016, the soybean milk machine industry's "old exchange" refreshed the promotion form, and this year, with the upgrade of "old and new", it can buy a wall machine with soybean milk machine. To old change new form is essentially a disguised form the price, can not only avoid the direct reduction of side effects, and can meet the demand of consumers to the pursuit of fashion trends of replacement.

The product structure climbed to a new high

This year "51" the promotion period, IH square rice cooker heating, is the leading role of the rice cooker market, according to Mr D cloud network (AVC) offline, according to the monitoring data of IH heating cooker sales of permeability is 75%, and the pot of permeability is as high as 96.3%, thus IH square rice cooker heating cooker, more popular with consumers in the promotion period. At the same time, the "smart" (WIFI) become one of the optional features consumers purchasing rice cooker, according to Mr D cloud network (AVC) offline monitoring data show that intelligent (WIFI) rice cooker sales of permeability is 4.3%.

Bring small home appliance of the new growth point of the new category of food machine, the new glass body material, can be heated wall machine become a new competition points, 2017 food machine industry is taken for granted "51" in the role of the promotion period. According to the data from the website of AVC, the penetration rate of the broken wall machine and glass wall machine was 93.5% and 92.9% respectively.

From this promotion, the trend of high-end products is becoming more and more obvious. This is due to the consumption subject to 80, 90, after the transformation, and consumption will further upgrade, then the corresponding consumer products also will continue to upgrade, consumer demand for high quality product will be the next growth point.

Scenario marketing trends

During the period of "May Day" this year, the manufacturer to enhance the consumer field experience, nutritious lecture, food cooking and tasting experience and so on a variety of ways. Companies through various life scenes, the traditional home appliance marketing combination and scene, brand-new field experience for consumers, enhance personalized consumption, improve the vendor diversity service at the same time, become a new trend line of small home appliance consumption.