"The utilization rate is not high, but the moment you get it, you have a strong sense of happiness and feel that you can fully release its productivity." Wang Hua, an office worker, commented on the wall breaking machine he started not long ago.

Ambition before buying, ash after buying. This is probably the resonance of many consumers who have bought small household appliances.

Recently, a second-hand trading platform selected the "top ten 'useless' goods list in 2021", which are air fryer, treadmill, e-book, curling stick, breakfast machine, polaroid, wall breaking machine, fascia gun, beauty instrument and fitness ring.

It is reported that the list is sorted according to the number of released products of "useless" and "accumulated ash" of idle fish.

Among them, air fryers, curling sticks, breakfast machines, wall breaking machines, fascia guns, beauty instruments and other small household appliances account for half of the country, which can be said to be the "hardest hit area" of idle goods.

Air fryer - I wanted to fry food, not the kitchen

Curly hair stick - the eyes have learned, but the hands haven't

Breakfast machine - simple ingredients often do not require additional cooking

Wall breaking machine - cleaning is a torture

Fascia gun - the shoulder is not sour, but the arm is more sour

Beauty instrument - lazy people will not use the beauty instrument of lazy people

　　……

"When I saw the food made by the food bloggers at station B and xiaohongshu with air fryers, I planted grass. I bought it and used it once or twice, and then I ate ash. The main reason is that I'm too lazy and I'm tired at work. I don't have much energy to toss these." Liu Cheng, an office worker who rents a house in a first tier city, said.

When searching for small household appliances in xiaohongshu, the most frequently mentioned keywords in relevant notes are good things for renting houses, exquisite and compact, convenient and practical, high appearance value, happiness, necessary for lazy people, etc.

These keywords reflect that small household appliances are facing a large number of consumer groups, that is, young groups with certain requirements for quality of life and taking renting and living alone as their lifestyle.

According to the data of the National Bureau of statistics, it is preliminarily predicted that the number of people living alone may reach 150-200 million by 2030, and the rate of living alone may exceed 30%. Among them, the number of young people aged 20-39 living alone may increase from 18 million in 2010 to 40-70 million in 2030, an increase of about 1-2 times.

"The living area is not large, and there is not much space to enlarge household appliances. One is to occupy the place, and the other is that I can't live alone. Small household appliances can just meet my basic living needs." Wang Li, an office worker who rents a house in a first tier city, said.

These potential consumer groups and demands, coupled with the catalysis of the epidemic "housing economy", the subdivided field of small household appliances is rising rapidly. Under the overall downturn trend of the household appliance industry, "one branch stands out".

However, after a round of tuyere period, the epidemic situation has improved. Looking back on the whole small household appliance market, the false fire is slowly receding and the problems are gradually exposed.

According to ovicloud, the volume of domestic small household appliances fell in the first half of this year, including a total retail volume of 25.08 billion yuan, a year-on-year decrease of 8.6%, and a retail volume of 119 million units, a year-on-year decrease of 8.2%.

Behind this is that the whole household appliance industry is in a cold cycle.

According to the data of the Ministry of industry and information technology, from January to September 2021, the total profit of the national household appliance industry was 82.22 billion yuan, a year-on-year decrease of 1.8%. In the same period last year, the total profit was 83.34 billion yuan, a year-on-year decrease of 2.8%. This means that in the first three quarters of this year, the overall profitability of the home appliance industry shrank further on the basis of the impact of the epidemic last year.

According to ovicloud, in the first three quarters of this year, the retail sales of China's home appliance market reached 541.4 billion yuan, an increase of 7.7% over the same period in 2020, but a decrease of 8.7 percentage points over the same period in 2019.

Since this year, the trend of A-share household appliance sector has been significantly weaker than the market, and the P / E ratio is at a historical low. Among them, Gree, a home appliance giant, frequently repurchased shares to revive confidence in the capital market.

On the other hand, insiders believe that the problem of focusing on marketing and neglecting products still exists. There are nearly 1000 complaints about small household appliances searched on the black cat complaint platform, most of which are about product quality and after-sales service, which will inevitably damage the brand establishment of small household appliances. In addition, the high idle rate also reflects the one-time consumption characteristics of small household appliances, and the overall ownership is not high.

According to Euromonitor data, the number of small household appliances in urban households in China is less than 10 units / household, and the average number of rural households is less than 5 units. Compared with 30 units / household in Europe, America and other developed countries, there is still much room for improvement.

In this case, manufacturers need to optimize product quality, product innovation, after-sales service and other aspects in order to get rid of the fate of being "abandoned" by consumers.