Recently, Ovi Cloud released the latest data, the overall performance of household appliances in the first half of 2019 decreased by 3.2% year-on-year. On the other hand, the recently released semi-annual report of the household appliances industry in 2019 also shows that the retail sales of domestic household appliances market totaled 412.5 billion yuan in the first half of this year, with a year-on-year growth rate of -2.1%.

From this point of view, the household appliances industry is undoubtedly under pressure. So in the downturn of the industry environment, household appliances enterprises can only endure silently? In the eyes of many enterprises and industry insiders, this is not the case. After decades of development of the household appliances industry, audiences and industry environment have changed, and in order to be invincible under the new situation, we must meet new needs. Some media commented on the semi-annual report of household appliances industry in 2019, pointing out that in the future, household appliances enterprises may need to study how to meet consumers'current subdivided and multi-level consumption needs in order to achieve growth.In so many subdivisions, the development trend is the best, most favored by the industry, should be mini household appliances or single household appliances. Some industry experts said that with the development of society and the change of consumers'ideas, especially after the freedom of wealth of young people, such products have certain market potential. In addition, a reporter visited the home appliances store, but also got the same confirmation. Sales staff told the reporter that at present, a price of 1299 yuan in the shop, for 1-2 people to eat rice cooker is very popular with young people, the product "compact and portable, easy to carry, a person just right to use, two days ago sold out."

Mini household appliances are gradually coming into people's sight, which is inseparable from the large social environment. This is also the reason why many experts in the household appliances industry are optimistic about this sub-industry.

According to the National Bureau of Statistics and the Civil Administration, the data released recently show that the marriage rate in 2018 is only 7.3, which is the lowest in ten years. At the same time, the divorce rate has risen year after year, reaching 3.2 per thousand by 2018. That is to say, only 7.3 couples register for marriage and 3.2 couples register for divorce per 1000 people. In addition, according to the China Statistical Yearbook 2018, China's single adult population has reached 249 million, or 18% of the total population, including 77 million single adults.

This population will not remain unchanged, but will continue to grow. And the number of single people, especially the number of adults living alone, has increased. Shell published the "single tenant survey report" shows that in the rental group, single tenants account for more than 70%. There are signs that the number of people who need and buy single appliances is increasing.

Data from stores and business platforms can also prove this point. Ten-year sales growth data from Tianmao Platform show that the number of people buying mini-microwave ovens and mini-washing machines has increased by 973% and 630% respectively in the past year. The number of people buying mini-refrigerators under 180 liters has increased by 33.33% in the past year. The sales growth rate of mini-washing machines is 15% higher than that of ordinary washing machines. This year, the data is still rising. Since 2019, sales of "mini" microwave ovens and "mini" washing machines have increased by 970% and 630% year on year.

Coincidentally, the same is true of Suning Platform, "Mini" hotpot sales increased by 1605% compared with last year. In addition, the "Beijing East 2018 White Paper on E-commerce Consumption" published by Beijing East also shows that "single appliances" have huge potential. From July 2017 to June 2018, the platform "one person household appliances" consumption continued to rise, the top five sales are: rice cooker, frying pan, lunch box, washing machine, soybean milk machine.

The report issued by Guojin Securities pointed out that the awareness and demand of single people for healthy small household appliances consumption is gradually increasing. Although the current related market is small, but the growth rate is alarming, the future home industry is very likely to develop into a To B-end (for enterprise users) industry, high-value, multi-functional lazy small household appliances will have very good market prospects. At the same time, Guojin Securities also pointed out in the report that "at present, there are fewer types of targeted products designed for single people".

This undoubtedly means that single household appliances may become a new blue sea. Industry experts said, "Although the number of single household appliances is increasing, but this is also a segment market, in this market, some large enterprises will meet market needs and make up for their own product line, the purpose of launching some mini-products, but it is still more produced by small and medium-sized enterprises."

What he meant was that there were still a few companies investing in single household appliances. Searching for e-commerce platforms such as Beijing East, Suning, Tianmao, etc., we can see that IH single rice cooker of Mijia, Suning Polar Products launching small Biu wall-hanging drum washing machine, Jiuyang single soya milk cup, Xiaoxiong launching a series of toasters, steamers, ovens for "single" people, etc., but these are far from enough.

According to the survey report on consumption behavior of single people in China in 2018, the monthly income of single people is mainly between 6K and 10K, accounting for 42.84%, and the proportion of people whose monthly income is above 10K is about 20%. Most single people have higher disposable income and higher consumption level. One person earns money and one person spends it. Single people have no less idle capital than the married middle class who have to repay their mortgages and car loans. Even more than that, they spend money and pursue material enjoyment.

When the single economy encounters consumption escalation, what enterprises need to do is not only to produce low-cost products, but also products with the same functional level as ordinary household appliances. Relevant representatives of household appliances enterprises pointed out that "single groups are the main force driving consumption upgrading, and this trend will continue for a long time. Household appliances are becoming smaller and smaller, and their functions are becoming more and more subdivided, which is the epitome of the times we are experiencing now.

Likewise, in the view of Liu Bucheng, an observer of the household appliances industry, single household appliances should be upgraded in product shape and appearance, as well as functional design suitable for the environmental needs of small space residence. For example, wall-mounted washing machine (only mini-type can do), the body hanging on the wall, beautiful appearance. While saving space, it also has the functions of high temperature boiling, sterilization and disinfection.

So, don't despise single appliances, and don't miss this market segment. Times are changing, and the thinking and consumption patterns of this generation of young people are changing. If we want to sing all the way under the new situation, we need to meet the needs of different subdivisions, and the single economy is absolutely a part of it that can not be ignored.