618 Summary of Small appliance: the demand for major categories has been upgraded and iterated, and the demand for minor categories has increased significantly year on year

With the end of 618 in 2023, the annual Mid Year Promotion has also come to an end.

This year's 618 still continues the longer promotion cycle of previous years, with the same promotion cycle and different consumer hotspots. As 618 in 2023 quietly came to an end, we also saw many different consumption situations from previous years:

Front end: Consumers purchase first, with a good start accounting for nearly half of the promotion scale

Stimulated by multi platform and diversified activities, consumption is ahead of schedule. According to the monitoring data of AVC's comprehensive channel, kitchen Small appliance 618, the proportion of weekly retail sales reached 42.4% after a successful start in 23 weeks, and the share of W23 (promotion defined as 2023W23-25: May 29 June 18) increased by 5.0%.

Slowing down: The pace of recovery is slow, and consumer demand is becoming more rational

According to the monitoring data of AVC comprehensive channel, in 2023, the retail sales of 618 categories of small kitchen appliances (electric rice cookers, induction cookers, electric pressure cookers, soybean milk machines, wall breakers, mixers, juicers, electric kettles, frying machines (electric cake pans, electric barbecue ovens, multi-function pots), electric steaming stewing pans, health pots, multi-function pots, air frying pans, and desktop single function ovens) totaled 2.52 billion yuan, 19.3% year-on-year; Retail sales reached 11.16 million units, a year-on-year increase of -16.5%; The average price is 226 yuan, a year-on-year increase of -3.3%. From the perspective of this big promotion data, it is obvious that consumer demand is becoming more rational, but it can also deeply experience the significant transformation of consumer demand.

Criticism: beauty, experience and quality

Driven by comprehensive e-commerce and emerging live broadcasting e-commerce, the online share of kitchen Small appliance is far higher than that of other household appliances. Under the unexpected environmental impact in 2020, the Market penetration of kitchen Small appliance has been further deepened, not only in the first and second tier cities, but also in the third and fourth tier cities. At the same time, it is accompanied by the saturation of the entire market scale. Therefore, we will see that the overall scale performance of the 618 promotion period in 2023 is mediocre.

However, the above is only superficial. In this year's 618, we saw that the market share of 2000+Rice cooker increased by 2.7%, and the market share of 2000+electric steamers increased by 4.9%. The high-end consumption capacity was exploding, and consumers paid more attention to quality in the purchase of traditional categories, rather than pure low price replacement; The new generation of young consumers is gradually becoming the main force of the market, and we see that a series of products with more youthful appearance are popular among consumers. Among them, warm, milk, and light colors all reveal a warm "comfort". The hot sales of these products also indicate a change in the tone of future products.

Selling Power: The platform's promotion is becoming more and more powerful, driving sales in all aspects

From a 85% discount in 2021 to an 83% discount in 2022, and then to a 50% discount in 2023, this is just an adjustment in prices for major platforms. In addition, JD.com e-commerce is also offering cross store discounts of up to "300-50", and you can receive an additional 3 "discounts of up to 200 minus 30"; Tmall Platform Launches Gathering for the First Time on the Existing Foundation