Home Economy Trend Drives Demand of Small Household Appliances
Home Economy Trend Drives Demand of Small Household Appliances
宅家经济：小家电开始兴盛
In recent years, the spread of the pandemic has boosted a new trend of the “home economy”. With frequent lockdowns forcing people to stay at home for long periods of time, people have started looking for new ways to live a happy life at home. Thus, small household appliances have become a new trend, as they relieve people from a variety of trivial chores. Nowadays, the modern and super technological household appliances are able to free consumers from some of life’s little troubles, while also bringing them increased convenience and improving user experience.
近年来，疫情的蔓延推动了“宅家经济”这个新趋势。由于经常受封控而被迫长期居家的困扰，人们开始寻求新颖且快乐的居家生活方式。因此，热衷于小家电产品也成为一个新趋势,因为这也将居家人士从繁琐的家务中解放出来。如今，新升级后的便利小家电释放了消费者先前的困扰，也为他们带来了生活的幸福感。
Let’s explore some market insights with regard to China’s booming industry of small household appliances.
让我们来进一步探究小家电行业的前景吧！
/01/
Market Situation
使用场景加速分化
Generally speaking, there are different reasons that have contributed to the boom of household appliances in China. Even before the pandemic started, a trend known as the “single economy” was already emerging in China, thanks to the fact that singles started caring more and more about their quality of life. This trend intensified after the COVID-19 breakout in 2020, with many forced to quarantine or stay at home from time to time and seek more comfortable ways of living at home. Furthermore, technological developments allow for more frequent upgrades of household appliances & related products.
总的来说，有很多不同原因促使了小家电行业在中国的繁荣。其实在疫情以前，“独居经济”（或称“单身经济”）就已经在中国兴起了，这是由于单身人士开始越来越在意他们的生活质量。这种趋势在2020年新冠疫情爆发以来更为明显，许多人被迫隔离在家，想要寻求更舒适的居家生活。而且，技术的进步使小家电产品更新换代较快。
/02/
Gen Z Drives Industry Growth
主要消费者群体：Z世代
To increase the exposure of advertising and the influence of promotions, household appliance brands make full use of Gen Z’s habit of spending time on social media. As for Q1 of 2022, home appliances for daily life triggered more trending topics than kitchen appliances, suggesting the former is becoming more popular among consumers.
为了提升品牌广告的曝光率和宣传力度，小家电产品充分利用了Z世代喜欢刷社交媒体这一习惯。2022年第一季度，关于生活类小家电的网络讨论热度超过了关于厨房类小家电的部分，说明生活类产品更受消费者喜爱。
When talking about Gen Z, many different groups of consumers should be considered.
Young white-collar workers: Focus more on long-term benefits and prefer products with high quality appearance.
The homebody: Internet-savvy and interested in digital content and online experiences look for convenient and useful household appliances.
The new parents: Pursue novelty, rationality and personality; they are willing to experiment with new appliances and pay more for an improved quality of life.
当谈论到Z世代，以下几个不同的消费者群体应当被考虑：
新锐的年轻白领：倾向于高颜值和高质量产品；产品选择时更看重长期效益。
精致的宅家一族：互联网常驻居民；对与实用小家电相关的数字内容和线上用户体验更感兴趣。
新晋父母：追求新颖感、理性和个性化；乐意去尝试多样化的新型小家电；愿意为提升生活品质买单。
/03/
Social Media Marketing Tips for Brand Marketing
利用社交媒体进行品牌营销的建议
Social media is one of the most imperative ways for brand marketing. Different categories of household appliances should make full use of the different strengths of the various media platforms. For example, live streaming on TikTok is an effective way of advertising, allowing the audience to interact with the live streaming host. Weibo is one of the more favoured social media platforms for brands, as it allows to publish a variety of content and detailed information about the products and their advantages.
社交媒体是品牌营销最必要的方式之一。不同类别的小家电应该充分利用不同社交媒体平台的功能。比如，抖音的直播功能是一种有效的广告营销方式，也结合了与观众的互动。很多品牌利用微博发布多样化的内容，因为对关于小家电颜值主义和居家生活内容的需求非常贴合这个平台。
Arrange and categorize different consumer groups based on their needs. In the digital marketing of household appliances, you can try to set up real life scenarios, to enhance consumers’ sense of relatability of these products. Furthermore, find more loyal consumers and then make advertisements properly and continuously.
基于不同消费群体的需求进行分层和分类。在小家电的数字化营销中，你可以尝试建立特定的生活场景,以让消费者在浏览小家电网页时有更强烈的代入感。进一步来说，寻找更多的回头客，持续进行合理的广告输出。
In China, the home economy and the booming industry of household appliances have been a hot trend in recent years, especially after the breakout of the pandemic. In addition, social media plays a vitally important role in this process.
在中国，宅经济和兴盛的小家电产业链已成为近几年的热门趋势，尤其是疫情爆发以来。数字化的网络营销在这个过程中发挥了重要作用。
Follow us to stay updated with the latest market insights on the rise of household appliances in China and contact us at info@eastant.it to learn more about our marketing services for the China market!
关注我们，以了解关于年轻人如何在小家电的居家使用中获得更多体验的最新资讯吧！欲了解更多中国市场的趋势，联系我们吧：info@eastant.it。
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