What is an Electric Shaver?

Electric shaver: a cosmetic appliance that uses electric power to drive the blades, shave beards and hair curlers. It came out in the United States in 1930.

Electric shaver

Electric shaver: use electric power to drive the blade, shaver

Electric shaver: electric shaver

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Electric shaver is a new type of beauty appliance. Pay attention to the following points when purchasing.

(1) To grasp different use conditions and different needs, such as those that are often used for travel, you can choose dry battery type; at home or where there is power, you can choose AC type or rechargeable type; if you need to shave

First, the social attention has been significantly improved compared to the past, the status of the terminal has been significantly improved, and the terminal image has undergone a qualitative change.

With the improvement of the living standards of the whole society year by year and the significant increase in the degree of civilization, the people's pursuit of quality of life began to rise to a new height and gradually formed a new wave. The accompanying personal care products (such as men's

Electric shaver

Beauty products such as razors and cleansing milks) have written the best footnote to this boom. As a result, the electric shavers that were somewhat "curly and witty" before began to "fly into the homes of ordinary people". Obviously, the whole society's attention to electric shaver products has increased sharply. This is reflected in the rising media exposure, the public's mention rate increasing, the number of stores sold, and the number of consumers exploding.

In fact, we can also find from the obvious improvement of the position of electric shaver products in the terminal that electric shavers are no longer the terminal, especially those mainstream terminals, in the sale of goods. Marginal role ". On the contrary, today's electric shavers are increasingly playing key roles such as an important contributor to sales profits, an indispensable product combination, and an important driver of consumption. This, in turn, has stimulated the top-ranked electric shaver first-line brands to bring about a qualitative change in the image of electric shaver terminals through ultra-high investment in mainstream terminals.

2. Foreign brands still maintain a certain advantage in the competition with domestic brands, but in some places where they were far ahead, their inherent advantages have begun to show signs of loosening. Specifically in:

1. The brand premium capability of foreign brands is still significantly higher than that of domestic brands, so that even their appearance and functions can only be regarded as the most common products. At the retail price of terminals, compared with similar products of domestic brands, there is still a certain amount. gap;

2. Although some foreign brands have underperformed the overall market, and some foreign brands face substantial problems such as major personnel adjustments or organizational restructurings, on the whole, with years of hard work and solid results Basically, the market share of foreign brands in most of the domestic regional markets is still far ahead of domestic brands;

3. In the building of brand reputation, foreign brands still demonstrated their long-term planning focusing on strategic orientation and their sophisticated skills in various forms of expression. As far as communication is concerned, foreign brands will snack the domestic brands that do not know this way by selectively conducting targeted and targeted communication and paying attention to the effectiveness of high-altitude pulling strategies that are far higher than blindly pursuing the big hand. ;

4. By taking advantage of its own unique advantages, such as by building strategic partnerships (that is, attaching importance to channel benefits, creating a "win-win" situation, etc.) and accelerating market response (that is, accelerating the speed of information feedback processing and the speed of new product development and listing) In other aspects, domestic first-line brands represented by Superman and Feike have begun to challenge foreign brands with great success.

There are many indications that the current domestic Chinese electric shaver market is showing more and more changes in the use of manual shavers and electric shavers by users, the diversification of consumers' age structure, and the retail price distribution. Notable features such as diversification and diversification of consumers' purchase range.

As the effectiveness of electric shavers is more and more recognized by the general public, and their prices are more and more "affinity", consumers of some traditional manual shavers are beginning to get used to "free" manual Between products and electric products,

Electric shaver

It is usually manual when you are at home, and electric when you go out. A small number of "new lovers and disgusted old people" simply "turned over" to the electric shaver product camp, and lived a new day of farewell to manual shavers.

The precocity of men due to the significant improvement in the quality of life has directly led to the current age of people using electric shaver products, which has formed an emerging consumer group represented by young people, which has changed the past. Traditional pattern of purchase and use by young and middle-aged.

Don't look down on the electric shaver, but the single retail price of 9999 yuan is enough to make it smile proud of the size of home appliances! This is the original imported product, which is actually the darling of many top stores in China that are famous for selling luxury luxury goods. In fact, it is no wonder that it is these electric shavers that cost thousands of dollars, which can not only help the store "support the facade", but also bring considerable sales profits to the store, which is naturally welcome. Of course, after all, the high and the low, the ones that can occupy the top of the sales volume of various types of terminals are those popular (or "popular") products with retail prices below 100 yuan.

If consumers want to buy electric shaver products today, they will have more places to go: supermarkets just a few stops away, department stores in the city center, nearby household appliance chain stores, and even a taxi store in front of them. Although the retail price will be slightly different, consumers have found that they can have more options. Not long ago, when we researched in the Hubei market, we listened to a dealer's introduction. Now, even in the remote Enshi area (a minority area with relatively few people), if you need it, you can buy all the domestic ones on the market. Products from first- and second-tier brands.

Fourth, due to the rapid and widespread application of a large number of new technologies, the speed of launch of new products from various manufacturers has accelerated significantly. Domestic first-line strong brands (such as Superman and Feike) have taken the lead in this regard, while foreign brands and many names are missing. The second- and third-tier brands that have been circulated and some so-called miscellaneous brands with certain R & D capabilities are close behind.

As the only Superman company in the industry with a top research institute and outstanding R & D capabilities, it has been attaching great importance to the development of new products and the storage of various technologies for more than two decades. This year, the company launched washing-products and premium lazy-style products that can be called the Banyang brand but are much more affordable. They only need to be charged once a month, and they can be enjoyed every day as they want. They have won rave reviews in the market. . And Feike, another well-known domestic electric shaver company that has been benchmarked by Philips for many years, has not shown any weakness in the competition with foreign brands, and this year also launched a number of products in one breath. Others include the "Extreme" double-rate cutter head products launched by Huake Company, the all-round floating cutter head products of Chaoli Company, the 24K gold-plated switch contact points recommended by Long Company, and the four cutter heads created by Guangke Company Innovative rotary products are rushing into the terminal, while earning consumers' attention, they also earn a lot of money.

The continuous development of domestic brands has forced the foreign brands to "speed up" in the Chinese market. Represented by the international industry giant Philips, foreign brands have applied their latest technology to the Chinese market, which has also greatly shortened the time to market for their new products and accelerated the time to market for new products. World-renowned small home appliance manufacturer Panasonic Corporation of Japan launched a series of products specifically for the Chinese market in 2007. Among them, it is particularly praised for its distinctive features such as its innovative arch-shaped veneer, multi-faceted arch-shaped cutter head, 30-degree acute-angle inner cutter head, and ultra-thin knife net forged by high-quality Anlai Steel (fine stainless steel). This year's highlight is sung by the global electric shaver overlord, the Dutch Philips Company: domestic consumers are waiting for it, as soon as the new products of its "57" series are launched, they will be impressed by many pumps. Therefore, although it did not debut until September of this year, with its extraordinary appearance design, extremely challenging terminal price, and as always outstanding features, it has become the "super emperor superstar" on the market!

5. Compared with previous years, there is a big difference. This year, the gap between sales of center-rotating (floating) products and sales of reciprocating vibration products is further widening.

In fact, there is no difference between rotating (floating) products and reciprocating products: the former is better than the latter in terms of shaving comfort; but the latter is more effective in shaving. A bit ahead of the former. Therefore, in addition to considering the actual situation (face characteristics, beard type, etc.), what kind of product consumers choose depends more on their consumption habits.

Looking back at the domestic electric shaver market this year, we can learn from the sales performance of various products at the terminal and sales data released by some authoritative professional investigation agencies: this year, the sales of rotary (floating) products are much higher than reciprocating products. . This trend has intensified especially after the new "double-circle" technology was applied. Looking at the overall situation, the sales ratio of the two has suddenly

Electric shaver

Broken 3 to 1. Of course, as some traditional reciprocating product manufacturers, including Braun, have launched a large number of new products called yelling and calling this year, coupled with their highly competitive terminal selling prices, they have driven many local reciprocating products. promotion of. But in general, the sales situation that reciprocating products are currently facing is indeed far inferior to rotating (floating) products.

6. Although it is still struggling to support, electric shaver products have not been able to get rid of the same "fate" of most small household electrical appliances: as the competition intensifies, it is positioned at the low and medium end (referring to terminals with a price below 150 yuan ) Electric shaver products, the retail price of the terminal has a downward trend on the existing basis.

As everyone knows, like other industries, the cost of raw materials and labor for electric shaver manufacturers has been rising. However, as long as we call up the sales data of related products of any mainstream terminal this year, it is not difficult to find that whether it is reciprocating or rotary (floating), the retail price of electric shaver products is gradually decreasing at the terminal. And there is a trend of accelerating the downward trend, especially positioned at the low end (referring to reciprocating products with terminal selling prices below 50 yuan and double-head rotary products below 100 yuan). For example, if the same product sells for about 150 yuan at the beginning of the year, its price will shrink to about 120 yuan by the end of the year. In the face of cruel competition, domestic brands are always a bit helpless. In this regard, they also play the role of "starter".

7. As far as the entire industry of electric shaver products is concerned, the degree of intensive cultivation of the channels is still relatively low, and it is far from being comparable to other home appliances, let alone to be compared with fast-moving consumer goods.

Faced with several Chinese markets as large as Europe, not to mention those foreign companies, even many local companies often feel at a loss. It is no wonder that China's huge market capacity, rich format, complex environment, and clear hierarchy make it difficult to find a second one in the world. If you act in a daze, you will inevitably be dissatisfied. The same is true for the electric shaver market. However, we can still be sure that for many brands at home and abroad, tomorrow, companies will compete for the market-that is, "commercial war"

Electric shaver

It will surely spread to the second, third, fourth, and even fifth and sixth tier markets, especially in Guangdong, Fujian, Jiangsu, Zhejiang, Anhui, Shandong, Henan, Hebei, Sichuan and other places. This point should not be doubted.

Most of the foreign brands are better than the brand operation and they are not familiar with the deepening of the channels. Although domestic brands are proficient in the tactics of the people and the sea, they are scattered because of the lack of focus-they have not been able to gain from deep distribution. In other words, only in terms of the degree of intensive cultivation of the channel, the electric shaver manufacturers have a lot of room for improvement. Not to mention that compared with fast-moving consumer goods such as beverages, food, beer, etc., which have already matured, they are the same as household appliances such as televisions, air conditioners, microwave ovens or small appliances, home theater, Walkmans are also far apart.

Eight, matching and corresponding with the development level of the industry is not high enough, it is that each electric shaver manufacturer is still insufficient in the degree of refinement of terminal management. And how to improve the single-store business power of terminals is increasingly becoming a difficult point for many enterprises to increase terminal output. What's more, a large number of dealers have poor terminal operation capabilities.

"Decisive Victory Terminal" is not an empty slogan, but a clear strategic goal and a tangible action plan. Indeed, how to do a good job in this area is far from simple! Judging from the many terminal conditions we have researched in various markets, although foreign brands have done much better than domestic brands in this regard, they are not impeccable and perfect. As a latecomer, domestic brands, whether it is in the selection of display locations, the setting of display products, the "vivid construction" of the terminal, or the selection, training, management and control of shopping guides, etc. Can only be described as "primitive" and "primary." Specifically in:

1. The purpose of the refined management of the terminal is not strong enough, and the initiative is not enough. Often, they simply place their hopes on the "killing one foot" of "doing their best in one battle", and it is easy to ignore how to achieve the "killing one foot" before. Trivial work

2. The measures for fine management of the terminal are not effective, the routines are not rich, and the means are not perfect. The refined management thought of the terminal has not been well penetrated into the specific work of each day, and there is still no correct understanding of "nothing trivial in terminal management";

3. The lack of a strong policy support and organizational guarantee system, the lack of corresponding management tools and action decomposition methods, and the lack of special personnel for guidance and training have made refinement a nonsense;

4. Lack of a targeted assessment system and incentive mechanism. Most of them simply use sales volume and sales as the important or even the only indicators for assessment, have not formed a corresponding reward and punishment program, and have not escaped the single situation of pure performance assessment.

Nine, in this seemingly calm, unpredictable electric shaver market, there has been a strange phenomenon that has made people inside and outside the circle unexpected, and that is, new entrants in many industries have invariably appeared. The phenomenon of "adversity to soil and water", even those who are about to enter in the future, will certainly encounter many problems without exception.

At the beginning of the year, a well-known brand in Guangdong stepped into the electric razor market that thought it could be easy. The original intention was to get one, but never thought that after spending a lot of money on the market, Product sales at the terminal are very unsatisfactory. Moreover, when the company intended to "retire from the whole body" due to the unsatisfactory performance for nearly half a year, it was found that it was already unable to stop. In hindsight

Electric shaver

It is not accidental to cause such consequences. Extremely neglecting the research of target consumers and the analysis of market sales status, the hasty and quick success of OEM partner selection, the ambiguity and departure from the target market setting, the erratic and wandering of positioning-all restrict their Key factors to achieve strategic goals.

It is also worth noting that in the face of the increasingly deteriorating competitive environment in 2007, those latecomers who are about to enter but who are eager to gain market share will not be able to discern the key factors that affect the achievement of performance from those "losers" and draw on them. As a warning, you can't decipher the passwords of those "successful people" who laughed proudly and "changed their skills", while waiting for him, it must be a "bamboo basket watering empty" ending.

10. At present, the overall marketing level of the entire electric shaver industry is still at a relatively low level, and it has not yet created a well-prepared marketing professional manager class with both professional skills and practical ability.

Judging from the current situation, one of the most important marketing problems that has plagued many domestic electric shaver companies is that the company's self-organized marketing team cannot complete the transition from the traditional "last generation business staff" to the "market solution provider" Change! Tracing back to the source is because the long-term "low-level loitering" of the overall market competition level has encouraged many companies to breed the backward ideas of "little wealth, peace and contentment" and the spread of the conservative idea of "seeking stability and fearing change and staying self-contained." Facing the following 2007 market with strong shuffling characteristics, if these companies need to vigorously promote and use the system to ensure the smooth transition of the roles of marketing team members, especially for brand power, For domestic brands of the Yuyang brand, it is even more so!

In view of this, for the majority of domestic electric shaver companies that are interested in winning the "place" in the market, they should quickly create a mobile and efficient marketing team with both professional skills and practical ability.

Unqualified sampling rate of shaver reaches 60%

The Guangzhou Municipal Bureau of Industry and Commerce disclosed the 2013 monitoring report of electric shavers in the circulation field. Among them, a total of 20 products from 14 manufacturing companies were spot-checked. The inspection found that 12 of them had quality problems, with a failure rate of up to 60%. Among the products are Superman, Pentium, Guangke, Shengfa, and Aocheng.