The market review of electric shaver in 2014: there are worries in the steady growth.

Electric razors in China market in 2014 the overall stability and structural adjustment in a year spent on the surface are calm, but with the rapid popularization of the Internet, the mainstream brand of "net" in succession, soil of different positioning foreign brands in electric business platform is increasingly showing a "fight", as the game upgrades, competition will also be uncertain of the future.

And reshuffle after decades of development, our country's electric razor industry has entered a relatively mature brand development stage of the competition pattern basically stable, even in the home appliance market downturn, in 2014, remained relatively gentle good growth momentum, is higher than base has slowed in 2013.

But beneath the seemingly uneventful facade, it is not without concern. In particular, for domestic razor brands, the brand premium ability is weak, innovation and r&d capabilities are insufficient, and core patent reserves are not enough... The labels that have been accompanied by the domestic razor brand have not been completely removed. In weak consumer demand in 2014, the problem of "internal strength" to highlight again, homebred brand lack of competitiveness in products prices edged down and profit margins squeezed, whereas dominated by foreign brands of high-end market, the price is still strong, the polarisation of products and brands is becoming more and more serious.

Market trend: overall stability, before low and high.

As a category of personal care for small household appliances, small razors, though small, are a necessity of daily life. Especially with the improvement and improvement of people's living conditions, the electric shaver that focuses on the quality of life has become an increasingly advantageous industry. Moreover, due to the short life cycle and fast updating of the product attributes, its development prospects in this populous country are also very broad.

According to the incomplete statistics of "Aiken household appliances", the overall capacity of the domestic electric shaver retail market in 2014 was about 5 500 million yuan, a small increase compared to last year, about 11 percent. Total sales were over 35 million, up about 17 percent from a year earlier.

On the one hand, last year's high base and the recession of this year's economic situation have brought down the growth rate of the industry. As people consumption idea, on the other hand, escalating, and constantly of high, refined, sharp products, the development of the electric shaver market more hasten is mature, industry concentration rises, the top five sales enterprise overall market share is steadily rising.

In addition, on the terminal performance, has the obvious "holiday effect" electric razor product, by the second half of the festival, the Mid-Autumn festival, 11, such as Christmas, New Year's day holiday economy and electric business platform "men's day", "11" double "double 12" and a series of creation section of the marketing stimulation that is still showing a low after high "before", in the second half of the retail growth is significantly faster than the first half of the year.

Competition pattern: tuyang brand "short arms"

China's electric shaver industry has a high degree of brand concentration, but its main share has been dominated by foreign brands represented by philips, panasonic and Braun. In recent years, with the rise of emerging channels such as electricity, represented by fly, pentium homebred brand began to strong pressure, seize the users surge, "foreign brands" pricing higher development opportunity, with "cost-effective" and "machine sea tactics" quickly swept through the "blue ocean" low-end consumer groups.

According to incomplete statistics, the proportion of domestic razor sales has risen from 28% in 2010 to 43% in 2013. Into 2014, single look from sales, razor local brands and foreign brands have each half, but in the sales level, still presents a "distinct" high low-end two camps, i.e., the foreign brand firmly occupy the high-end market, domestic brands are taking spectrum line, and the first with market share of more than 6 into ahead of the latter.

For this, the domestic brands are obviously not indifferent, in this year's economic downturn macro background, and foreign brands are increasingly fierce competition. On the one hand, the domestic brands represented by feike and pantung have directly impacted foreign brands by strengthening the "front-end power" of brand building and price diving. On the other hand, the "back-end advantages", such as differentiated products and industrial design and development, continue to be high and high. But foreign brands are not thinks, understand the way of brand development of philips, bleum, through long product lines, to lay down their price, large-scale "touch" low-end market, suppression of domestic brands. Nowadays, the "short arms" in the middle and low-end market of the soyang shaver brand means that the price advantage of domestic brands will gradually weaken.