IT168 Information Recently, the dog electrical appliances in the SME stock transfer system issued a "public transfer instructions", formally apply for listing the new three boards. This means that puppy electronics has taken an important step toward the goal of “the first share of the new three-board Internet applianceâ€. As a high-tech enterprise focused on household cleaning appliances, Douglas Electric is not only the leading brand in the field of small household appliances, but also one of the first 10 Internet brands that Alibaba promoted.
Puppies grow up
Although under the cable experience, but the dog's history of development seems to show its inherent Internet genes. The puppies were born in 1999. Initially, they were operated and sold in traditional channels. They immediately entered and opened Taobao, becoming one of the earliest home appliance brands.
Puppies after touching the net enter the rapid growth period. Compared with other Internet brands, puppies maintain a higher and more stable profitability. In fact, Puppy Electric has become the leader of the online vacuum cleaner market for many years, according to China Yikang monitoring data, in 2015, the puppy Electric appliances accounted for the first place in the vacuum cleaner market (excluding sweeping robots) with a 14.2% sales share and 19.5% sales share, and ranked second in the world-famous home appliance brand Philips. Its sales share and sales share were 8.4. %, 12.3%.
Chart data source: China Yikang monitoring
From a business structure point of view, the main business of puppy electrical appliances is household cleaning appliances, and based on the Internet e-commerce model to provide consumers with goods and services. The products are divided into three categories: vacuum cleaners, sweeping robots and eliminators. Among them, vacuum cleaners accounted for the highest proportion. In the first four months of 2016, sales of vacuum cleaners, robots for sweeping, and devices for eliminating radon were three types: 10.162 million yuan, 35.05 million yuan, and 6.31 million yuan respectively.
Despite the early arrival of the Internet, its focus on its main business, and its leading technology, the puppies won the first opportunity, but it is not the fundamental reason for its rapid development. "Products determine life and death, service determines life expectancy." Dachtronics founder Tan Chong said: "Puppy electrical appliances to maintain rapid and healthy development is the root cause of products and services, this is the lifeline of puppy electrical." According to the open transfer of the specification Shows that puppy's investment in product research and development is much higher than the average level of the industry, and its unique central maintenance service can be called the subversive innovation in the industry.
The era of "Internet + Small Appliances" is coming
The home appliance market is a relatively mature and highly competitive "Red Sea market", especially in the household appliance industry. According to the "China Household Appliance Market Operation Review and Investment Analysis Forecast Report 2015-2022" released by China Industry Information Network, the domestic appliance market in recent years has been relatively stable and the overall growth is weak. At the same time, sales channels for traditional home appliances have shrunk, and the proportion of Internet channels has risen rapidly.
According to the Analysys International “Thematic Report on China's Home Appliance E-Commerce Market 2015â€, under the influence of factors such as consumer rejuvenation and internetization of the industrial chain, the degree of Internet sales of home appliances is getting higher and higher. In 2014, the overall retail sales of home appliances market The growth rate was only 1.9%, while the growth rate of the Internet channel was as high as 47.6%. The latest report of the household electrical appliance industry of Anxin Securities also shows that in 2015, the sales growth of small home appliances Internet channels reached 50%, which strongly suggests that the era of Internet appliances has come.
According to the latest report of the First Financial Data Center, the small home appliances industry represented by living appliances, kitchen appliances, and audio and video appliances has been the highlight of the market development in the entire household appliance market with a large number and large scale, and the growth rate is much higher. In the home appliance industry as a whole. The electrical appliances to which the puppy appliances belong (including vacuum cleaners, dust mites, sweeping robots, air purifiers, and electric pressure cookers, etc.) show a clear trend of youthfulness and online shopping from the perspective of consumer groups. The ratio reached 88%, with more women than men.
Source: First Financial Data Center
According to the data of China Medical, the overall size of China's electrical appliances industry in 2015 was approximately 95 billion yuan, and retail sales increased by 9.9% year-on-year. The sales of small household appliances accounted for only 6.21% of household appliances. Compared with the United States, the US’s consumption of small household appliances in 2013 accounted for 13.43%. Therefore, whether it is from the amount of consumption, or from the household ownership, species richness, China's small household appliances market has a huge space for development.
Under the dual impetus of mobile internetization and consumer transformation and upgrading, the development of internet appliances has also entered a new round of rampage and reshuffle. At this time, capital will become an important force in the change of the industry structure. Similar to the taxi industry and the video industry, the addition of capital will undoubtedly accelerate the process of survival and elimination of the fittest in the entire industry. Currently, the market share of the top five brands in the vacuum cleaner market on the online market has exceeded 50% of the overall market share. The future will further show strong players. The stronger, winner-take-all "Matthew Effect".
This may also be one of the reasons that profitability is good, and puppies that have never been funded are now applying for the listing of the new three boards. With this opportunity, puppy electronics is expected to consolidate its leading position in the industry and further expand its leading edge.