Another Shenzhen brand has emerged from the red ocean track

In recent years, more and more young people around the world have chosen to live alone, which has brought a number of small household appliances suitable for renting into the limelight.

Driven by this trend, small household appliances have gradually separated from the traditional household appliance field and developed into their own unique track.

In the past few years, the market has launched products designed specifically for young people living alone, including mini washing machines, mini refrigerators, sweeping robots, air fryers, etc.

However, even when the market seems to be very saturated, there are still brands that have discovered new opportunities in it, and that brand is Morus.

Entering the niche market, Morus becomes a leading player

According to information, Morus was founded in 2017. It is a smart home appliance brand focusing on the field of clothing care, integrating R&D, production, sales and services.

The company is headquartered in Shenzhen, and its main products include desktop vacuum drum dryers, small dryers, etc. Among many home appliances, dryers are a relatively niche product, and desktop small dryers are a relatively blank market.

The reason why Morus discovered such a track comes from its founder's insight into daily life.

It is understood that when Axe, one of the founders of Morus, lived in Shenzhen, he found that the space in many apartments was very limited. Traditional dryers not only took up a lot of space, but also had poor drying effects. This gave him the idea of ​​developing a small, efficient dryer.

After a lot of market research, he found that the penetration rate of dryers in Europe and the United States was relatively high, which further strengthened his determination to develop small dryers .

In May 2019, Morus' first desktop vacuum tumble dryer, the "Morus C1", was launched on the North American crowdfunding platform Kickstarter, and exceeded its crowdfunding goal with a final amount of US$600,000.

Since its launch, the Morus C1 has achieved remarkable success in both the US and Japanese markets. On the Amazon platform, after searching for the keyword "portable dryer", you can see that Morus's listing is relatively high in the ranking of search results.

However, its flagship dryer is currently out of stock both on Amazon and its independent site. Yien.com speculates that Morus may be preparing for the launch of a new dryer.

Compared with traditional dryers, Morus's products are eye-catching in both appearance and price. In terms of appearance, Morus' dryers are very technological, a bit like the space capsule in science fiction movies. In terms of price, Morus's price of $500 directly crushes almost 90% of similar competing products, which is indeed very bold for an emerging brand.

Morus can be so confident not only because of its outstanding product strength, but also because of the support of consumers for the brand.

Morus quickly gained popularity overseas by making good use of influencer marketing

In the US and Japanese markets, Morus did not choose to launch a large number of search ads, but instead focused on influencer marketing.

It is understood that during the promotion period, Morus contacted a large number of mid-level influencers, including home bloggers, Vlog bloggers and even RV travel bloggers. These bloggers will use videos to show what convenience Morus products can bring in daily life.

As we all know, North America has the largest number of RVs in the world, and the number of RV travel enthusiasts in the United States has reached an astonishing 30 million. After research, Morus found that his product is very suitable for the needs of such users. This is because RV users often face the problem of limited space and long-term drying of clothes when drying clothes, and Morus's product perfectly solves these two problems.

First of all, the Morus dryer is very small and can be placed in any corner. On the other hand, the Morus dryer uses vacuum negative pressure drying technology to quickly dry a T-shirt within 15 minutes, providing a low-temperature quick-drying drying experience.

With these two advantages, RV enthusiasts have undoubtedly become an important target user of Morus. Therefore, when marketing, Morus will focus more on building connections with experts in the field of "RV travel".

Taking one of the collaborations as an example, this internet celebrity has over 400,000 followers on Youtube. The main content of his videos is RV travel and recommendations for good things. Through this collaboration, many people learned that there are such good things that can improve the quality of life during travel, which directly helped Morus become famous in the RV travel circle.

In addition, facing different national markets, Morus also made refined marketing plans based on consumer preferences.

In North America, Morus takes instant quick-drying as its entry point, emphasizing the quick drying of small pieces of clothing, while in the Japanese market, Morus places more emphasis on its convenience and humanized care, mainly including a series of humanized functional designs unique to its products, which makes Morus' products very popular in Japan.

This highly targeted and cost-effective marketing strategy helped Morus quickly gain a group of fans overseas and laid a good foundation for its future development.

The small home appliance market has broad prospects

According to Statista data, the global small household appliance market will be approximately US$243 billion in 2023 and will reach US$254.3 billion in 2024. The market is then expected to continue to expand at an annual growth rate of 4.65%, reaching US$305 billion in 2028.

Against this backdrop, a number of dark horse brands and even listed companies have emerged in related fields, such as Chenbei Technology, Bear Electric Appliances, etc.

At present, small household appliances can be roughly divided into three categories: kitchen small appliances, household small appliances and personal care small appliances.

Small kitchen appliances mainly include air fryers, yogurt makers, coffee machines and other products. Small household appliances include air purifiers, sweepers, etc. Popular personal care small appliances include hair dryers, hair removal devices and electric toothbrushes.

In addition to these already well-known sub-categories, there are more market demands that have not yet been tapped by brands. These demands will become the pillars supporting the future development of the track and are also valuable opportunities for new brands to stand out from the red ocean market.

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