Review the market analysis of electric shaver in 2013.

From January to September 2013, the Chinese electric razor market maintained a strong momentum, jie fu kai (GfK) China national retail market (including online and offline market) calculated data show that China's electric razor market retail sales amounted to 6.81 million units, up 29%; Retail sales reached 1.2 billion yuan, up 21 percent year on year. Jie fu kai (GfK China) electric razor 100 urban retail market monitoring (hereinafter referred to as the monitoring data), according to data from January to September 2013, the electric razor retail sales of 1.11 million units, 9.6% year-on-year drop in retail sales of 350 million yuan, down 8.2% year-on-year; Over the same period, the online market for electric razors was about 292,000 units, up 154.1 percent year on year, and retail sales of 470 million yuan, up 112.1 percent year on year.

Rotary products become the absolute mainstream of the market.

Currently, there are two main factions in the electric shaver market - rotary and reciprocating. In the first three quarters of 2013, the market share of the revolving electric shaver market was 80.5 percent, up 2.1 percentage points from the previous year, according to GfK China. The online market retail monitoring data of electric shaver also show the strong growth momentum of the sales of revolving products. In the first three quarters of 2013, the retail volume accounted for 93.1 percent, a year-on-year increase of 5.3 percentage points.

In both online and offline markets, the rotary electric shaver has obvious advantages and continues to expand its market share at a steady pace in the fierce market. In the third quarter of 2013 years ago, rotary electric razor is the chief reason for the increase in market share continuously introduce new products in this category of production enterprises, provide the wide variety of choices for the consumer, in addition, each brand launched more preferential price products also makes the rotary electric razor sales increase.

Domestic brands play the leading role.

2013 years ago in the third quarter, participate in rotary electric razor market competing brands have 30, jie fu kai (GfK China) retail, according to the monitoring data of rotary products in the market, foreign brand retail sales accounted for 43.9%, the remaining 56.1% of the market share is captured by the domestic brands.

Domestic brands in the field of rotary electric razor this product market segments play a major role, while foreign brands in the development of Chinese market nowadays, but the penetration speed still can't compared to domestic brands, especially in recent years the development of the three level 4 market, consumers think Chinese brand kind. At the same time, domestic brands are more likely to tap into the selling points of Chinese consumer demand. Out of understanding for Chinese consumers to use razor habit, homebred brand can sooner and faster to find the next consumption hot spots, for example, the earliest developed USB charging ways razor is homebred brand.

Terminal retail price decline, low price into the mainstream.

With the increasingly fierce market competition and the continuous development of online channels, the low-price segment rotary electric shaver has gradually become the mainstream model of the market, driving the overall market price lower. According to the online monitoring data of GfK China, in the first three months of 2013, there were 1.55 million sales of rotary electric razors under 100 yuan, a year-on-year increase of 204%. Retail sales reached 0.94 billion yuan, up 196percent year on year. The revolving electric shaver with less than 100 yuan accounts for 57% of the retail sales, which accounts for half of the market, and further accelerates the market share of the high price segment.

In the first three quarters of 2013, "8.18 e-commerce promotion", "limited time and low price", "National Day golden week promotion"... Online and offline channels are competing for market share, and the price of rotary electric shaver is accelerating. In the market of rotary electric shaver, the sales of domestic brands are more advantageous, which is also an important reason why terminal retail tends to lower prices.

Notable is, compared with foreign brands, domestic brands of premium ability is low, the functions, specifications and similar products retail prices are "short" foreign brand, if continue to expand the price level, prices down further, homebred brand profit margins will be "shrink", sustainable and healthy development of the enterprise is very bad.

The multi-tool head product is a higher level.

In addition to the sharpness of the blade, the number of blades is an important factor in determining whether an electric razor can completely clean the beard. Rotary electric razor development initial period, mostly is given priority to with double head, however, with the continuous improvement of consumer demands for shaving, double head design have been unable to meet the demand of consumers increasingly stringent clean, rotary electric razors arises at the historic moment of the cutting tools. At present, the mainstream of sales in the market is the rotary electric shaver with multiple blades (the number of the multi-tool head refers to the number of three and more), among which, the three blade products are in the majority. Compared with the double knife head, the three-blade rotary electric shaver has stronger three-dimensional feeling, which can better fit the user's face curve, increase the shaving area and enhance the shaving effect.

According to the retail and online monitoring data of GfK China, there were 190,000 retail sales in the offline market in the first three quarters of 2013, with a year-on-year growth of 23.5%. Over the same period, the number of retail sales of three-blade rotary electric shaver reached 1.1 million, up 175.7% year on year. The retail market share of the 3 - blade rotary electric shaver increased from 27.1% in the same period of 2012 to 35.1%, an increase of 8%.