The characteristics of “other economy” have begun to emerge in the electric shaver industry, and the following major trends are currently present:
1. Quantitative change to qualitative change, industrial structural adjustment
According to the total online push data of Aowei Cloud (AVC): From January to October 2021, the retail sales of electric shavers increased by 10.7% year-on-year, and the retail volume decreased by 5.1% year-on-year. The decline in sales was mainly due to the hot overdraft last year, but this was only a temporary structural adjustment. The substantial increase in retail sales also showed consumers’ pursuit of high-end electric shaver products.
2. The trend of high-end is obvious, and product technology is upgraded
In the “other economy” market, the demand for male grooming has increased rapidly. With the continuous growth of income levels, men’s demand for shavers is no longer just shaving, and they are more and more concerned about charging battery life, body washing, and intelligent functions. In this context, companies have optimized their products, innovated technology, and improved product functions. Electric shavers ushered in a price increase, with prices above 150 yuan increasing step by step.
3. Responsible for appearance, portable electric shaver is a must for travel
Electric shavers are just-needed products for men and are used every day. Due to the rich life scenes of contemporary young people, there are many business trips, travel, driving, and staying in hotels, and they need to be able to use them anytime, anywhere, so they have higher requirements for the portability of electric shavers. The traditional electric shaver is rigid in design, large in size, and inconvenient to carry when going out. It can only be used at home. The improved portable shaver takes into account the characteristics of portability, fashion, compactness, and high appearance, and the usage scenarios are also more abundant.
4. Sensitive skin is suitable for rapid expansion with a mild razor
Many men are prone to allergies and acne due to the stress of life. These skin problems not only affect the personal image, but what is even more maddening is that every time you shave, you have to be extra careful, for fear that you will suffer from acne on your face if you are not careful. According to JD.com’s big data, the search index of search terms related to acne/sensitive skin has increased by 1124%, and 70% of men want to shave without hurting their skin and minimize skin irritation caused by shaving. At the same time, razors for acne-prone skin have become a TOP2 related category, and razors suitable for sensitive skin should emerge.
Post time: Feb-16-2022