Picnic camping opens a new direction for the small appliance market
At a time when it is difficult for cross provincial tourism and outbound tourism to "go where you want to go", more consumers will place their vision of "poetry and distance" on small and beautiful short distance travel routes - how to make picnics and camping more comfortable and beautiful? How to make up for the regret of distance and space with better experience?
The reporter saw that the trend of refined camping has also driven the sales of various portable small appliances. Small things that were once dispensable at home have become "necessities" to enhance the sense of outdoor leisure experience.
"Better experience of familiar scenery"
On October 7, Tongcheng Travel released the "2022 National Day Holiday Travel Consumption Data Report", which showed that, affected by the epidemic, domestic travel during the "National Day holiday" was still dominated by local travel and peripheral travel. According to the data of the same trip, local orders for cars and hotels accounted for 89% and 65% of the total during the "National Day" holiday in 2022, both at a high historical level. At the same time, the 2022 National Day big data released by Shenzhou Car Rental shows that car rental and self driving have also become a craze. The proportion of "post-95", "post-00" and other generation Z young groups in car rental user groups has climbed year by year, and they are more interested in small tourist attractions and immersive cultural experiences, such as immersive afternoon tea, high-quality rural homestays, etc.
The reporter saw that although the National Day holiday has ended, the demand for outdoor travel is still strong. According to the data of Tuniu Travel Network, after the National Day, looking for autumn and enjoying autumn and hot spring health care have become popular choices for users of stagger peak travel. Among them, the number of local tourists and tourists from around accounted for 73%, and the number of people who traveled in one day accounted for 43%. After the festival, most of the users who traveled were small families of 2-3 people and friends of three or five years.
"Since you can't go to more places, you can have a better experience of the familiar scenery," said consumer Wang Junru in an interview with reporters. In addition to outdoor tables and chairs, tents, car stereos, mobile KTVs, multi-function pots, kettle, mobile coffee machine, wearable fans, etc. are all "fixed equipment" in your boot, "There are directly charged atmosphere lights, and we are also ready to start outdoor projectors. I hope that even if it is only half a day, we can also come to a high-quality outdoor business." He said.
"One thing with multiple capabilities" becomes a new demand for shopping
The reporter noticed that according to the data trend of the third quarter of 2022's "What is worth buying?", among the four major categories focused on user consumption, tourism travel and outdoor sports are among them. The fastest growing GMV above one million is "travel necessity". "It can be seen that the enthusiasm of consumers for the near outing remains unchanged. In the third quarter, the consumption of essential products worth buying increased by 844.05% year on year." Zhang Yuang, the person in charge of what is worth buying, said. In terms of the choice of essential products for travel, consumers also show a more scientific attitude. While enjoying the discounts, they also expect to get a higher quality travel experience.
The hot sales of small home appliances related to camping are obvious in the data of e-commerce platform. According to the data of Suning E-shop, from July to October, the sales of multi-functional cooking pots related to camping on Suning E-shop increased by 49% year on year. During the "National Day", the sales of tents, sky curtains, hammocks, picnic mats and other "camping sets" on Suning E-shop platform increased by 286.3% year on year.
The 'post-80s' and' post-90s' are the main consumers of portable small appliances. They are more willing to try new lifestyles and pay more attention to the quality of life. " The relevant person in charge of Suning E-shop told the reporter that while the small home appliance market was cooling down as a whole, portable small home appliances were experiencing an obvious counter trend growth, and the sales of related products rose significantly.
"The most satisfied product in recent years is Jiuyang's cooling travel pot. It adds a cooling cup cover on the basis of the conventional thermal insulation travel pot, which can quickly cool the hot boiled water in the cup cover, meet the need to drink warm water at any time outdoors, and is very friendly to family parent-child travel, and its appearance is also very 'flaky'." Hu Xiangnan, a camping enthusiast, said in an interview with a reporter that he had a variety of motives for buying small objects for various outdoor purposes. "For example, the tableware and tablecloth with high appearance are to increase the sense of ceremony, the sound and microphone are to improve entertainment, and the small household appliances are more to solve common pain points, meet practical needs and improve the overall outdoor experience." He said that because there are many kinds of these devices and they are often carried with the car, it is his biggest consideration to control the number and space occupation and increase the frequency of use. "I hope that more products, like this cooling travel pot, can give consideration to practicality and beauty, and also can be used in other scenes such as home and office to achieve one thing with multiple functions."
Open up "new possibilities" for small household appliances market
Zhang Tao, an insider, pointed out that the experience of camping with camping equipment can not be separated from the campers' complete equipment. Among them, portable small household appliances have become an important category to bring outdoor experience and home experience closer, which also gave birth to a new air outlet of portable small household appliances suitable for camping. At the same time, the person also pointed out that most of the popular products still have problems such as single function and use scenario, large gap between product quality and price, etc.
He Penglin, deputy director of China Electronics Technology Standardization Institute, said in an interview with the media that the use of outdoor electrical appliances should pay attention to product safety, not only to select brand products with quality assurance, but also to the external impact of the use environment on the products.