News from the information times (Reporter Yuan Chan) recently, the Korean fresh-keeping box manufacturer Lecuo has joined the small household appliance industry. Under the general trend of the growth of the home appliance industry, many manufacturers pay more attention to investing in the small household appliance market. In addition to some manufacturers who are already making small household appliances, there are also some non industry manufacturers entering the market. < p > < p > in the first quarter, many enterprises have entered the Bureau of small household appliances. In March, Feike announced that in order to realize the concentric multi category strategy in the field of small household appliances and improve the product chain of personal care appliances, household appliances and kitchen appliances, Feike Electric Co., Ltd. has obtained 15% equity of chunmi technology. In April, Fangtai group released its first light kitchen brand “Mibo”. This is the first time that Fangtai group has been involved in the field of kitchen appliances for many years. < p > < p > data statistics show that in the first half of 2020, the number of small household appliance enterprises registered a short-term blowout, but in March, when the epidemic situation slightly improved, the registration number increased by 4874, which was 546% higher than that in February. There are many manufacturers who smell the business opportunities in the small household appliance market, and even can be described as a large number. For this market with great potential, many manufacturers want to take a share, and even some manufacturers outside the industry cross-border. Recently, the Korean fresh-keeping box manufacturer, lekko, officially announced its entry into the field of small household appliances in China. At the same time, it also launched four series of dozens of products, including air frying pan upgrading products, magic steam frying pan products, sterilization series products, portable small household appliances products, etc. “The Chinese market is experiencing consumption transformation and comprehensive upgrading, which provides a broad growth space for the small household appliance market. It will strive to seize such an opportunity to seek further development in the Chinese market,” Jin Chenglong, President of LEGO China, said in an interview. The reason why the enterprises have entered the board one after another is that their development momentum is just right. Recently, the annual report of domestic appliance enterprises in 2019 and the first quarter report in 2020 have all been published. The performance of most home appliances industry shows a downward trend, and the revenue of Gree, Midea and Haier has generally declined. However, it is not the whole household appliance industry that is in recession. With the rapid iteration of new products, the overall scale of household appliances has maintained a growth trend, especially small household appliances. Brands such as Midea, Supor, Jiuyang and Xiaoxiong electric appliances have well explained their resilience under the epidemic situation. < p > < p > according to the Changjiang Securities Research Report, the impact of the domestic epidemic situation is gradually weakening, and the small household appliance industry is still worthy of attention. Under the background of high e-commerce channel penetration, content marketing model opening and gradual maturity, the expansion trend of emerging categories of small household appliances will continue; brand leaders with keen response and early participation in the channel change trend have the first mover advantage and enjoy greater advantages Channel growth dividend is expected to maintain good performance in the future. According to Euromonitor research data, when the per capita GDP reaches more than 3000 US dollars, the small household appliance industry will show a rapid rise curve, because most of the small household appliances products serve the needs of improving the quality of life, such as food processing, cleaning and hygiene, personal care, etc. China’s per capita GDP exceeded 3000 US dollars in 2008, but at present, the number of small household appliances per household in China is less than 10, far less than the level of 30-50 units in developed countries in Europe and the United States, which proves that China’s small household appliance market has great potential to be released and tapped. With the steady development of China’s economy, the increase of urbanization rate, per capita disposable income, and the upgrading of consumption concept, small household appliances, as a symbol of high-quality life, are more and more favored by consumers. Through category innovation and content marketing, small household appliances are constantly exporting consumption views and lifestyle to the society, and are completing the transformation from optional products to rigid needs. According to the statistics of the prospective industry research institute, the market size of China’s small household appliances industry is 401.5 billion yuan in 2019, and the average annual compound growth rate is 13.3% from 2012 to 2019, and it is predicted that the market size will reach 646 billion yuan in 2023. < p > < p > some people come in and some go out. In March this year, it was reported that Philips’ small appliance business had been put on the shelves. According to the latest news, Philips’s small appliance business will be priced at $4 billion, and the transaction is expected to start in the fourth quarter of this year. The home appliance business sold this time includes coffee makers, vacuum cleaners, air purifiers, etc., and does not include star products such as razors and electric toothbrushes. < / P > < p > some people in the industry said that the number of entrants has increased, the competition pattern is diversified, and all kinds of brands are trying to seize the commanding heights in the competition, which means that the pioneers in the field of small household appliances such as Xiaoxiong, Jiuyang and SUPOR are facing an inevitable “battle of contention”.