In the fierce competition in the small household appliances market, faced with a wide variety of competing products and rapidly changing demands, some enterprises have set off a new wave to ride the wind, while others have fallen into a difficult situation. What can companies do to maintain steady growth in an uncertain market environment?



Take a look at Bear's third-quarter 2022 earnings report. The report shows that the Q3 operating income of Bear Electric Company is 850 million yuan, an increase of 16.29% year on year; The net profit attributable to the shareholders of the listed company is about 92.19 million yuan, an increase of 84.51% year on year, the whole is in a steady growth channel, it is reported that this year's Double 11 opening red Bear electrical appliances first game performance bright, just two hours sales will break 100 million, far more than the same small home appliance enterprises. Among them, the sales volume of rice cookers, electric lunch boxes, wall breakers and other categories in the first half hour exceeded the sales volume of the whole day last year, and air fryers topped the best-selling list on Tmall. Thanks to the deepening of the boutique strategy, the strong resilience of its business ability was further released and the transformation of high-quality product results was accelerated. Today, the author will start from the explosive category of bear electrical appliances, to see the big, analyze the enterprise's boutique breakthrough strategy.



Build differentiated competitiveness and cultivate and develop incremental markets



As the health pot market share of the leading small household appliances enterprise, bear electrical appliances since 2015, has sold more than 22.71 million health pot products, in JD, Tmall platform for five consecutive years sales first. So, how is the bear electrical health pot in this segment of the field to do fine and strong?



From the perspective of research and development, Bear has always maintained a high proportion of research and development investment, and innovative achievements continue to emerge. It is reported that at present, the bear electric health pot category only has more than 60 patents, the construction of 5 professional intelligent production base in the country, and has the automatic production line of shredders and health pot automation production line two domestic automation production line, it is the continuous accumulation of technical strength, let it continue to deeply subdivide products, to ensure that its product line not only has the quantity of accumulation, It is a qualitative leap.



From the perspective of users, although the basic needs of health pot are met, with the upgrading of consumption, users have put forward higher requirements -- from simple tea brewing to functional use, braising taste, light sound and noise reduction and other subdivision needs expand, forcing enterprises to upgrade from the refined dimension. Users in the use of ordinary curing pot, for example, tend to produce "glug" noise after boiling, bear electric appliance upgrade to solve the fundamental problem from the material, the heat chassis technical breakthrough, opens the curing pot of hot plate (2) the era.



Bear appliances not only in the material, technology, but also from the function, capacity, technology and other aspects of iteration, the health pot function to do deep do thoroughly, in the category expansion to do "no I have, people have my excellent", constantly optimize the product form and performance, for users to bring different health solutions, always keep in the health pot category head echelon position, Successfully drive the development of health pot, from the subdivision of innovative categories to the rigid category of demand also for driving the overall revenue of the enterprise contribution.



We will continue to explore and innovate to maintain our multi-dimensional growth advantage



In many people's hearts, the health pot is a super symbol of bear, but this category is just a big step for it to explore the small household appliance industry, small bear electrical appliances through horizontal mining and expansion of the new long tail product category, vertical development of multiple SKU on a single product, set up a rich product matrix, the current category of "wide and fine" advantage is slowly showing, cultivating a huge incremental market.



Take air fryers, the most popular in the past two years, as an example. According to the third quarter report of small electricity market released by AVC, the retail sales of air fryers through all channels from January to September 2022 reached 5.85 billion yuan, a year-on-year increase of 182.3%. Behind the data of rapid growth is the fact that various brands in the air fryer market are mixed, with serious homogeneity in appearance and function. However, the number of intelligent and refined products upgraded is small. To this end, Bear Electrical Appliances around the air fryer processing method to do product innovation, upgrade and launch the bear visual air fryer, Bear flip reminder air fryer and other products, to create a business alienation and high value-added core competitiveness, and other similar products to open the gap, so that it has enough competitive advantages to seize market share, driving revenue sustained and steady growth.



Of course, under the influence of the consumption concept in the new era, after the expansion of product selection, enterprises need to have high-quality thinking, focus on technological innovation and iteration, so as to improve the user experience with high-quality quality, which is the lifeline existence for the multi-category bear electrical appliances. To this end, bear electrical equipment invested 1 billion funds for the construction of intelligent factory, not only greatly improve the production efficiency, but also effectively ensure the consistency of product quality, greatly improve the product qualification rate, promote the development and design, product process, quality control and other aspects of the overall improvement, the long-term adhere to the quality strategy, let bear electrical equipment by the industry and market recognition, At present, Bear Electrical Appliances is not only the main drafting unit of several domestic small home appliance technical standards, but also won the "national high-tech enterprise", "National quality and integrity benchmarking typical enterprise" and other honors, health pot, egg cooker, electric lunch box and other categories of the market share of the first place in the industry, consolidating the multi-dimensional growth advantage.



Under the general trend of consumption upgrading, although the pattern of small household appliances industry continues to divide, the product is always the basis of supporting enterprises. In the process of polishing products, enterprises need to have both the ability of "independent thinking" and the technical strength of "innovative practice". And bear electrical appliances in the promotion of boutique strategy, through the power of new product layout, build a product moat at the same time, but also to bring consumers a better experience, maintain its strong market position and competitiveness, boost the performance of steady growth.

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