The “Sheconomic" era--beauty appliance "Nuggets" is going on
“In 2008, Panasonic launched a sleep-based application, which attracted lots of consumers. Within five years, this product has been sold out 700,000 units. For beauty appliances, this is a huge The success, and it also became an important opportunity for the Panasonic Group to decide to increase the share of beauty appliances."
Now, Panasonic's main products include hair dryers, hair curlers, face masks, skin rejuvenation devices, etc. "The trend is to let the product emit negative ions, keep your hair healthy, and moisturize your skin."
Southern believes that the definition of beauty appliances should be very broad. "Those products that can keep human health should be part of this category." For example, the steam eye mask - Panasonic's steam eye mask is like a futuristic goggle. The product can achieve 40 degrees of heat, so that the wearer feels a hot towel on the eyes, and it can also produce a vibration massage effect, "to relieve eye fatigue, activate eye circulation, keep eye skin delicate and very benefit."
At the world's three major consumer electronics exhibitions - CES, IFA and AWE - Panasonic promoted its own beauty electrical products. At AWE2017, Panasonic set up a special beauty electric appliance booth and invited the national goddess Gao Yuanyuan to help him out. An important part of the overseas market for beauty products is to seize the Chinese market.” As early as 2015, “Panasonic-Chimei Experience Space CLUXTA” has already landed in Shanghai, China, which is a female-oriented O2O high-end beauty experience museum opened by Panasonic. To help consumers experience Panasonic beauty products - "Let the beauty of fashion women shine like crystal in an elegant space."
Masaru Mieda, head of Panasonic's beauty and health-related product marketing team, said: "The competition between home appliance manufacturers is becoming more and more fierce, and Korean companies are taking advantage of their cost advantages. We need to have a core they have not done. business."
However, with the rise of the beauty appliance market, more and more companies are aware of the business opportunities, including many giants including Philips, Sharp and Braun. In 2017, South Korea's Samsung and LG also tested water and beauty appliances - Samsung Electronics launched a home skin care and portable skin tester at CES2017, and announced the completion of trademark registration, product preparation, while LG "not heard of it" Sound, seeing its shape, announced in September 2017 that the home beauty instrument brand Pra. L, and released four products at a time to get to the market first.
At the beginning of 2018, domestic small household appliance brand SKG announced that it would “single traditional home appliances from cross-border beauty appliances” and put forward the brand “slogan for everyone younger than ten years old”, said Liu Jie, chairman of SKG; “The company will focus on middle-class female groups, Focusing on two areas of skin management and medical health management, it provides a complete solution for health and beauty for consumers who are caught in the black hole anxiety of urban sub-health and beauty consumption."
However, some industry observers pointed out that there is currently no clear definition of beauty appliance products in China. “We generally classify it into small appliances or health appliances.”
For the various effects claimed by beauty appliances, Lu Jianguo, director of the Health Appliances Analysis and Testing Center of China Household Electrical Appliances Research Institute, has reservations. "The promotion of many products is mostly conceptual, and the comfort effect is greater than the actual effect." He reminded consumers When purchasing such products, pay attention to the brand and whether it has the testing and certification of related technologies. “The products and technologies of big brands are highly certified before being listed, which can guarantee their effectiveness.” For example, Panasonic’s nano-water ion technology is An upgraded version of the silver ion technology that was introduced more than a decade ago has been validated on refrigerators, air conditioners, and air purifiers. The nano-water ion circumvents the short plate with high risk and high concentration of silver ions, and has effects in sterilization, static elimination and moisturization. And now many products that claim to have cosmetic effects are launched by the company. He also mentioned that the newly revised "Standardization Law of the People's Republic of China" was officially implemented in 2018, which strengthened the prescriptive provisions of product technology. Consumers have the right to require companies to issue certificates of relevant technology when purchasing products.
Byrons: "She walks in beauty, like the night Of cloudless climes and starry skies (she travels in the glory of beauty, like the night sky, cloudless and starry sky)!" For home appliance manufacturers, the beauty of women does Glittering, but the glory is more of the gold mine to be mined! In the face of growing market demand, companies need to concentrate on research and development, and use the truly quality technology and products to dress up the world's "half the sky"!
Author: Tuo Liu