Monthly sales of single products exceed 10,000 pieces! Sellers are making a lot of money in the red ocean market

It looks like a red ocean, but it is actually a blue ocean!

Small household appliances can be said to be a basic need for households. As big and small sellers rush into this market, the industry has commented that small household appliances are a "red ocean". Even so, a number of manufacturers have still entered the red ocean and successfully broken through by finding another way.

BODING's overseas revenue has increased significantly! The brand is listed on the Amazon platform

Recently, the small household appliance brand Beiding Co., Ltd. released its 2024 performance report, which showed that the company's total operating revenue in 2024 was 754 million yuan, an increase of 13.28% over the same period last year, and its net profit was 69.5289 million yuan, a decrease of 2.56% over the same period last year.

It is worth noting that the overseas market has become the largest growth point for BeiDing's revenue, reaching 63.8432 million yuan, a year-on-year increase of 95.49%. It is understood that BeiDing's overseas business of its own brand has focused on regions, channels and products with higher resource allocation efficiency since the third quarter of 2024, and the relevant adjustments have begun to show results.

In 2013, Bediang entered the domestic small home appliance market with its health kettle, and many of its products were once popular in the market. However, in recent years, Bediang's domestic business has encountered obstacles, and the brand has set its sights on overseas markets. Since 2019, Bediang has begun to try its own brand overseas business, opening stores in North America, Japan, Southeast Asia and other places with the help of Bediang's overseas official website, Amazon and other cooperative channels. In addition, Bediang also pays attention to content marketing, and has settled in platforms such as YouTube, Instagram, TikTok, and Pinduoduo's overseas e-commerce platform Temu.

With this move, BUYDEEM has successfully found its second growth curve. Data shows that the overseas revenue of its own brand "BUYDEEM" increased by 41.90% year-on-year to 33.657 million in the first half of 2024. Taking the Amazon platform as an example, many of BUYDEEM's products have become popular products on the platform, and products such as toasters, health pots, and electric kettles continue to sell well.

The impressive revenue performance has given a strong boost to BDT's determination to enter the overseas market. BDT said that the overseas business of the brand remains the strategic focus of the entire group, and with the help of the global development trend of e-commerce, BDT will continue to expand the global business of its own brand.

Monthly sales of single products exceed 10,000 pieces! A large number of sellers have won

Small household appliances are undoubtedly a well-deserved hot-selling evergreen category. Whether it is small kitchen appliances such as rice cookers, electric baking pans, and pancake makers, home appliances such as electric fans, speakers, and electric heaters, or small personal appliances such as hair dryers and electric shavers, they are all frequent visitors on the best-selling lists of e-commerce platforms.

In recent years, the penetration rate of small household appliances has continued to rise globally. Concepts such as "lazy economy" and "interesting life", rigid demand categories and emerging products have jointly promoted the global small household appliance market to maintain a good growth trend. According to Statista data, the global small household appliance market size may increase to US$290.5 billion in 2026, of which the kitchen small appliance market size will be US$126.4 billion in 2021, with a five-year CAGR of 7%, and may increase to US$148.7 billion in 2026, with broad prospects. At present, the economic growth prospects of emerging economies are generally stable, and the economies of India, Indonesia and other countries continue to maintain a high level of prosperity.

Precisely because small household appliances have broad room for development, a large number of players have entered the market despite the voice that "small household appliances are a red ocean track" and have successfully broken through in the cross-border e-commerce track.

Founded in 2020, Shenzhen cross-border e-commerce company Huyi Technology has been focusing on the high-end market in the field of small household appliances with its Typhur brand. Even so, its air fryer priced at US$499 (promotional price US$399) is still popular among consumers. This air fryer was also rated as the best large-capacity air fryer in 2024 by USA Today Review .

In addition, many products under the Typhur brand are selling well on the Amazon platform. For example, a smart wireless meat thermometer priced at US$99 has been selected as Amazon's Choice, with monthly sales exceeding 1,000 orders.

On January 16, 2025, Huyi Technology received much attention in the first batch of high-tech enterprise certification and obtained the high-tech enterprise certificate issued by the Shenzhen Certification Agency.

Hesheng Chuangxin, a Shenzhen cross-border e-commerce company that was also founded in 2020, has achieved sales of over 200 million yuan in 2021, and completed angel round financing and A round financing of over 100 million yuan in 2021.

Hesheng Innovation sells home appliances and kitchen appliances under the Dreo brand. Searching for the Dreo brand on Amazon shows that many of its products have impressive sales. A bedroom tower fan is listed as a Best Seller, with monthly sales exceeding 8,000 orders. A portable electric heater for indoor use is also listed as a Best Seller, with monthly sales exceeding 5,000 orders. A bedroom humidifier even has monthly sales exceeding 10,000 orders.

In addition to emerging entrepreneurs who favor the small home appliance track, established traditional sellers with a small home appliance base are also changing their sales ideas and selling products through cross-border e-commerce channels.

Bear Electric Appliances is well-known in China. After several layouts, it has begun to emerge in the overseas market. Data shows that cross-border e-commerce sales will exceed 100 million for the first time in 2023. On Amazon, Bear Electric Appliances' related products have been successfully selected as Amazon's Choice, and products such as baby food makers are ranked very high.

In the Southeast Asian market, Bear Electric Appliances has entered Lazada, TikTok and Facebook, and opened an independent website. The brand's products such as juicers and blenders are all hot-selling items in the Southeast Asian market.

Founded in 1999, Hongzhi Technology's main products are rice cookers, slow cookers, pressure cookers, electric heating products, and baking products. Rice cookers are its core products, and its export volume ranks second in the country.

As a long-established foundry, Hongzhi Technology's overseas revenue accounts for more than 90%, and its clients include internationally renowned brands such as Panasonic, Hamilton Beach, Russell Hobbs, and Sharp.

In recent years, batches of sellers who are unwilling to be OEMs have begun to realize the need to create their own brands. Hongzhi Technology is one of them. It mainly promotes its own brand "ICOOK" in the domestic market and its own brand "Eamoment" in the foreign market, which is sold through mainstream e-commerce platforms such as Amazon and Temu. In the first half of 2024, the year-on-year growth rate of overseas revenue was as high as 18.87%. In the e-commerce business, the revenue of rice cooker category reached 164 million yuan, a year-on-year increase of 17.22%.

Small home appliances going overseas is the general trend! New consumption trends bring opportunities

In general, a number of small home appliance companies with a few hot-selling products as their core have emerged in the small home appliance industry; at the same time, home appliance giants in the industry have also continued to enter the field of small kitchen appliances, which has to a certain extent led to increasingly fierce competition in the small home appliance market and obvious product homogeneity. However, with the development of technological innovation and personalized consumer needs, many emerging categories have emerged, such as instant water dispensers, coffee machines, multi-function pots, micro-pressure rice cookers, electric kettles, small washing machines, fog-free humidifiers, high-speed hair dryers and electric toothbrushes.

As a major exporter of small household appliances, China has formed a complete small household appliance industry chain cluster in the Yangtze River Delta, Pearl River Delta and Bohai Rim, and the small household appliance supply chain system is relatively mature. In 2024, the overall export volume of household appliances in China will reach 448,144 million units, a year-on-year increase of 20.8%. Among them, the export volume of small kitchen appliances, small household appliances and small personal care appliances increased by more than 20%.

The demand for healthy and smart small appliances in the European and American markets has increased significantly, while the demand for Chinese kitchen small appliances in emerging markets such as Southeast Asia, Africa and the Middle East has grown rapidly. With the innovation of technological power and the research and development and segmentation of emerging categories, the update frequency of small appliances and the iteration speed of categories have also increased relatively. Many overseas companies are using cross-border e-commerce channels to think about the best way to differentiate themselves.

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