Climb to BSR! Small home appliances make big money overseas

As an advantageous export category, more and more sellers are focusing on small home appliances. Many companies are focusing on cross-border e-commerce and making layouts in overseas channels such as independent websites and Amazon. From air fryers to sweeping robots and thermos cups , these small home appliances have successfully captured the hearts of a large number of overseas consumers.

Climb to BSR ! Small home appliances are popular overseas

On TikTok, there is a special topic #chinagadgets that has become popular. The topic mainly introduces some novel and interesting Chinese home appliances videos , which have successfully captured the hearts of a large number of overseas netizens . The current number of views has exceeded 130 million.

"When you get home, the lights turn on automatically, the curtains close automatically, the smart Bluetooth connection plays music, the air fryer makes healthy food, and the robot cleans the house." This immersive and intelligent life has attracted the attention of many overseas netizens. Some netizens bluntly said that this is the life I want.

Many Chinese small household appliances have not only been watched on TikTok, but have also become popular on Amazon.

Just like the common electric cookers we see, the electric cooker in the picture below looks no different from ordinary electric cookers, but it has captured the hearts of a large number of overseas consumers with its small size, ease of use, and suitability for one person, and has been listed on Amazon's BestSeller list.

Many netizens commented that this pot is very nice for me to use alone. In addition to simple traditional cooking functions, I can also use it to stir-fry vegetables. The key is that it is non-stick and easy to clean.

In addition to electric cookers, the long-popular sweeping robots also have a relatively stable position overseas. On Amazon, sweeping robots from Chinese companies have also made it to Amazon's Best Seller list , and some foreign consumers have even written essays praising the performance of sweeping robots.

Air fryers, which have recently become popular in China, have also been sought after by many consumers overseas. With the concept of low oil and low fat, foreigners who already love fried food like it even more. For a time, air fryers have also harvested many consumers who want to eat healthy.

China's small household appliances seem to be undergoing a competition of internal competition. Electric cookers must be suitable for one person, sweeping robots must be smart, convenient and efficient, fryers must be low in fat and oil, and even thermos cups must have the function of displaying water temperature. Many netizens called it considerate and said they wanted to have them more.

Electric cookers, robot vacuum cleaners, air fryers, etc., the popularity of small appliances has doubled their market share. It is understood that in 2021, the retail sales of small appliances in major global markets have reached US$142.4 billion, an increase of 8.9% year-on-year. Among them, kitchen and living room small appliances account for a large proportion, 38% and 25% respectively .

In terms of the number of small home appliances, the United States ranks first in the world, and France and Germany rank among the top in the world. Therefore, in the European and American markets, there is relatively large room for the development of small home appliances. However, returning to the origin, small kitchen appliances still occupy the largest proportion of the small home appliance market. The European and American markets have great potential. Sellers can reasonably develop markets and categories based on actual conditions.

Hot! Emerging brands and industry giants compete for the track

In recent years, various small household appliances with diverse functions, intelligence and convenience have been launched one after another, and can be seen everywhere in various application scenarios of people's home life. Sweeping robots, breakfast machines, multi-function pots, air fryers, electric toothbrushes, etc., people are pursuing the improvement of quality of life while satisfying the demand for "appearance".

Whether at home or abroad, consumers have huge demand for small household appliances. It is precisely because of the gradual increase in market demand that small household appliance brands have sprung up like mushrooms after a rain, and many brands and sellers have successfully stood out during this period.

Bear Electric Appliances , the best-selling Ecovacs , and the "first air fryer stock" Biyi Holdings ... many brands have catered to consumers' pursuit of high-quality life with a variety of segmented brands, creating a strong trend in the small home appliance industry.

Take sweeping robots as an example. Capital's pursuit of sweeping robots began in 2020, which can be called an explosive period. It was also in this year that the number of players in this field increased sharply, and sweeping robots appeared more and more on social media and platforms.

At that time, the two most important features of sweeping robots that captured consumers were mopping and obstacle avoidance, especially the innovation of obstacle avoidance technology, which greatly improved the user experience. Many industry giants including Roborock and Ecovacs have successively launched advanced obstacle avoidance technology, changing consumers' inherent impression that sweeping robots are "stupid".

As the sweetest piece of cake in the home appliance industry, the market penetration rate of the small home appliance industry is continuously increasing. At present, each household in China owns an average of 9.5 small home appliances, while each household in Europe and the United States owns an average of about 20. This shows that the demand for small home appliances in the foreign market is far greater than that in China at this stage.

In addition to sweeping robots, air fryers are also a hot topic in the small home appliance industry. On February 18 this year , Zhejiang Biyi Electric Co., Ltd. was officially listed on the Shanghai Stock Exchange and was called the "first stock of air fryers."

In fact, the successful listing of Biyi shares is only a microcosm of the popularity of the air fryer market. More and more companies are scrambling to join this market. Offline, the price of air fryers is almost proportional to its popularity, ranging from a few hundred to a few thousand yuan, but online, the prices of air fryers are more diverse.

Relatively speaking, the online sales of air fryers are more impressive. Biyi Co., Ltd., which mainly sells its products in the United States, the United Kingdom, Colombia and other countries, is one of the "model students".

Public data shows that Biyi's main revenue comes from air fryers, air ovens and deep fryers . In the first half of 2021, the sales of air fryers accounted for more than half . It is worth mentioning that in 2020, Biyi sold a total of 3.89 million air fryers.

The emergence of the "first air fryer stock" has once again ignited the enthusiasm of the industry. It is undeniable that under the epidemic, smart, healthy and multifunctional small household appliances have become a consumption trend, and the prospects for global small household appliances are still broad.

According to relevant data, Chinese-made home appliances account for nearly 50% of the global small home appliance market. China's small home appliance ODM/OEM mainly exports small kitchen appliances, and Europe and the United States are the target markets for such products. Products including kettles and microwave ovens have huge overseas markets.

At present, both emerging small home appliance brands and industry giants are mostly focusing on technological innovation and product quality, and making continuous breakthroughs. In other words, the market development space for small home appliances is still relatively large, and more intelligent and convenient products will appear in the market in the future.

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