A dark horse emerges from the red ocean race, and a 1,900 yuan kettle is snapped up

The small home appliance track continues to be hot!

Small household appliances have become a popular track for many sellers due to their unique advantages such as small size, no installation required and low unit price. The demand for this track has been booming for many years, and well-known sellers such as Chenbei Technology, Stone Technology, and Biyi Electric Appliances have emerged.

As consumer demand continues to rise and new changes continue to occur, there are still newcomers entering this field. They rely on product differentiation to carve out a place for themselves in the red ocean and get a share of the pie among many big sellers.

Foldable and insulated chopping board becomes popular

Recently, a small kitchen appliance product that was recently launched on TikTok in the US suddenly became popular. This product is a foldable electric warming board. The warming board heats and keeps the prepared food warm through the working panel.

How popular is this cutting board? More than 1,500 orders were sold within seven days of its launch on TikTok. One month after its launch, it successfully ranked among the top ten best-selling kitchen appliances on TikTok Shop, and the total GMV of the product exceeded US$164,000.

The unit price of this product is not low. The original price is 62 US dollars, and the discounted price is 42 US dollars ( equivalent to about 300 yuan in RMB ). It is estimated that its profit should be quite considerable. The sales performance in 7 days averaged more than 200 orders per day. It is really great that such a small hit can be successful. This product comes from a domestic merchant, and its popularity has prerequisites.

First, the product developers grasped consumer demand. As Christmas approaches, there are more family and friends gathering in Europe and the United States. They want to keep the food warm and not let it get cold, and also show off in front of relatives and friends. This product accurately focuses on the pain point of "winter food gets cold easily", resonates with consumers, and solves the pain point.

Secondly, the products have been differentiated and come up with new features. Today’s small home appliance market is already a red ocean, with the market share of air fryers, vacuum cleaners and other products firmly locked by the top sellers. The emergence of thermal insulation cutting boards is undoubtedly a new feature that fills the gap in the market. As an industry insider said, if you don’t come up with some new features, you really can’t squeeze into the small home appliance market.

Finally, influencer marketing is used to promote and attract traffic. As soon as a product appears on the market, domestic manufacturers produce similar products at an astonishing speed. Facing multiple competitors, this foldable food warmer can stand out because of its marketing efforts. It has found several TikTok influencers who are highly compatible with the product to cooperate with, and repeatedly promotes the product by creating short videos and other methods, emphasizing the functionality and convenience of the product, reaching the minds of consumers and allowing them to discover their new consumer needs.

Create market demand, come up with products that cater to consumer trends, and then reach users through social media marketing. Every step of the insulated cutting board must be on point. Only in this way can we find a new breakthrough in the red ocean and make the insulated cutting board a small hit.

According to Statista data, the global small household appliances market will reach US$254.3 billion in 2024. It is expected that between 2024 and 2028, the market will maintain a compound annual growth rate of 4.65% to reach US$310 billion.

The huge market demand has left new growth space for new products and sellers, but to stand out, you must have hard power. As time goes by, Aarke is also a dark horse in this field.

Aarke 's products are definitely unique in the small appliance market. Although their prices are very high, they are still snapped up by consumers. The brand's approach and ideas are impressive.

The more expensive, the better it sells. Stainless steel kettles are sold for 1,900 yuan

Aarke was co-founded by Swedish designers Carl Ljungh and Jonas Groth in 2013. The original intention of establishing the brand was to improve people's lives bit by bit by designing and manufacturing high-end daily necessities.

When the brand was first established, it focused on high-end products, giving the products a higher sense of value . Today, Aarke has developed into an internationally renowned brand with a series of characteristic small household appliances.

Aarke's flagship product, the Carbonator series of household sparkling water machines, has played an indispensable role in this . The product is minimalist, stylish, and visually elegant and natural. The designer focused on the niche track of small household appliances, the sparkling water machine, and relied on building a professional image in a specific field to attract consumers who pursue appearance, quality of life, and healthy lifestyles.

At present, Aarke's household sparkling water machine has already established a certain position in the industry. From a global perspective, Aarke is already the second-tier manufacturer of sparkling water machines, and together with brands such as Philips, it accounts for 9.84% of the global sparkling water machine revenue share.

Due to the clear product positioning, although the price of Aarke series products is very high compared with similar products, it still has its own place.

The Aarke brand focuses on leveraging the aesthetic appeal of its product design. One of its stainless steel kettles is designed to be extremely simple. When advertising on social media, it emphasizes the product's simple, elegant and unique appearance, while also emphasizing the product's multiple temperature settings, explaining that the product's spout does not leak, and the double-wall design reduces noise and prolongs the insulation time.

This stainless steel kettle is priced at 250 euros (about 1,900 yuan) on the independent website and 250 dollars on the Amazon platform. Many brands dare not even think of such a high premium for a stainless steel kettle that costs nearly 2,000 yuan, but Aarke did it.

It is worth mentioning that the product is expensive but sells well. The sales performance of this kettle is quite impressive. In one month, more than 400 orders were sold on Amazon, with sales exceeding 100,000 US dollars.

The Aarke brand was able to break through in the small appliance market because, firstly, it enhanced its brand image by taking a high-end route, giving the brand a higher premium; secondly, it established a professional image in the specific field of sparkling water machines; thirdly, it did social media marketing in a way that was close to the brand positioning. In its social media marketing promotions, the product is prominently displayed in the center of the picture, directly attracting the user's attention to the product, intuitively displaying discount data, and the product poster design is clean, concise, and high-end.

In terms of marketing, the brand's Facebook homepage has a total of 1,700+ creatives in the past year, with an average of 30+ creatives per week. The placement is extremely concentrated. From early November to early December, the brand mainly used pictures to place placements in France, Germany, the United Kingdom, and the United States, relying on simple posters to attract potential high-end consumers.

Ultimately, Aarke was able to differentiate its brand and stores from other small appliance brands, enter the market with high-priced products, and receive numerous positive reviews. Behind the brand's high premium is its positioning and style.

Whether it is the popular electric insulated chopping board or Aarke's stainless steel kettle, they all rely on differentiation and new gameplay to create unique products, achieve high premiums, and become dark horses in the small appliance market.

In the future, the global small appliance market will continue to generate new demands, and the industry will accelerate its development in the direction of intelligence and diversification. Cross-border sellers still have opportunities to make money in the red ocean market, provided that they work hard on both the consumer and product sides, gain insight into customer needs, and continue to innovate their products.

Small appliances

Aarke