1. Consumers gradually become learning-oriented
This type of consumers understand the black technology behind health functions before purchasing, and face multiple online and offline channel choices during purchase.
Consumers have changed from passively accepting product information in the past to actively obtaining information, and the number of learning consumers has gradually increased. For people interested in healthy home appliances, video, content and e-commerce platforms are the main channels for them to obtain relevant information before purchasing healthy home appliances, accounting for 77%, 74% and 63% respectively. Users said that through video platforms, especially popular science and evaluation videos, they can more intuitively understand the black technology behind healthy home appliances, thereby assisting in purchasing. From the perspective of purchasing channels, the diversified characteristics are obvious, with online and offline coexisting, among which shelf-type e-commerce is more favored by consumers.
In previous surveys, 70% of users have purchased healthy home appliances, and the remaining 30% said they would purchase healthy home appliances in the future. From the perspective of product penetration, 91% of users have purchased personal care home appliances such as hair dryers. Although the penetration rate of antibacterial air conditioners, refrigerators and washing machines is somewhat lower than that of personal care home appliances such as hair dryers, they have great growth potential: more than 71% of users expressed their willingness to purchase the above home appliances in the future.
2. Consumer demand for personal health
After using traditional hair dryers, users will have dry and split hair and low moisture content. Therefore, the pain points of using typical hair dryer products for personal care focus on machine operation and hair care. Noise problems, overheating of air outlet, and overheating of the machine body are problems that are easy to occur during the operation of the machine, while static electricity problems and lack of gloss and moisture in hair are health functions that consumers believe are relatively lacking in current hair dryer products. Specifically, 40% of users expect that home appliance technology can help alleviate the dryness and lack of moisture that are easy to occur after using hair dryers, thereby improving the moisture content of hair.
Consumers generally said that inconvenient cleaning and sterilization, excessive machine noise, and residual odor are the biggest problems in the use of washing machines. Among them, cleaning and sterilization of the inner wall, sealing ring, and drum are not convenient enough, making it difficult to ensure the cleanliness of clothes and personal health. Therefore, effective sterilization has become the biggest expectation of consumers for the effectiveness of washing machines. Some other users hope to achieve precise care of clothes through washing machines to avoid fading and deformation. Expect washing machines to optimize cleaning and sterilization and precise clothing care functions.
3. Consumer demand for healthy air
Similar to washing machines, air conditioners also have the pain point of not having the expected sterilization effect. As a healthy home appliance category that purifies air and delivers fresh air, fresh air air conditioners also bear the responsibility of removing allergens, purifying common pollutants in the air such as formaldehyde and PM2.5, and their effect is also somewhat different from consumer expectations. Many users said that air conditioners are not effective in removing allergens, purifying formaldehyde and PM2.5, and lack visual measurement, so users cannot accurately evaluate the effect of air purification. Since air quality is affected by the region, environment and weather, fresh air air conditioners are more expected to achieve intelligent self-adjustment through the perception of the surrounding environment to amplify the air purification effect.
The effect of air purifiers in removing common allergens such as pollen, dust mites, and pet hair often does not meet expectations. Other users believe that the core health functions of air purifiers such as sterilization, anti-virus, and allergen removal cannot be measured, and lack of visualization means. It is difficult to judge whether the purchased air purifier meets reliable air purification standards by naked eyes alone. As for the health function of future air purifiers, it is hoped that the air purification can be achieved while effectively balancing the indoor humidity, providing users with a suitable and comfortable overall air environment, and products equipped with visualization functions can accurately measure the air purification effect.
4. Consumer demand for healthy diet
The preservation effect of traditional refrigerators needs to be further improved, especially for some precious ingredients, perishable ingredients and other special ingredients, the preservation effect is not as expected, and food odor is also a problem that is easy to occur during the use of refrigerators. In response to the above pain points, healthy home appliances can truly reduce the growth of bacteria inside the refrigerator by equipping it with a visual sterilization and antibacterial module, and intelligently control the environment inside the refrigerator for different types of ingredients and foods, reducing the negative impact of human operation errors on the preservation effect of ingredients due to lack of understanding of the storage conditions of ingredients.
The current reason that hinders the efficient use of the health function of dishwashers is that not all materials and sizes of tableware can be put into the dishwasher for cleaning, and hand washing is still required, which cannot be completely machine washed and freed hands. Other users also doubt the cleaning and disinfection effect of dishwashers, and there are still water stains left after the tableware is washed, which is easy to breed bacteria and bring secondary pollution to the tableware. Therefore, the health functions of dishwashers are mostly centered around cleaning and sterilization functions, with all-round cleaning of tableware and self-cleaning of the machine to fully ensure the cleanliness of tableware and healthy diet.
5. Consumer demand for healthy water
Consumers focus on the secondary pollution risk of water purifiers, including water pollution caused by bacteria breeding inside the machine and incomplete sterilization of faucets and pipe inner walls. For the health functions of water purifiers, in addition to focusing on sterilization and antibacterial to avoid the risk of secondary pollution, consumers also expect that through intelligent adjustment, the water temperature and water quality can better serve drinking scenarios, such as making milk powder, tea, and coffee.
