Shanghai department store| Is there room for 3C digital in 2024？What other potential tracks？
Whether it is the popularization and development of modern technologies such as the Internet of Things, big data, artificial intelligence, or the change of people's working and living style caused by the awakening of health awareness in the post-epidemic era, the boom of outdoor sports, and the prevalence of new business forms such as remote online office, it is accelerating the online and intelligent development of the 3C digital field under the digital economy。
In recent years, consumers' demand for 3C digital products has been particularly rapid, and the booming new middle class as its huge customer group, what kind of goods will be more popular with consumers？Shanghai department storeThe statistics show that:
Mobile phones, digital equipment and smart products are Tiktok e-commerce 3C digital TOP3 consumer categories, of which mobile phones, smart products, cameras in the 3C digital industry penetration rate has increased significantly。
Camera and other opportunities such as scene, segmentation upgrade to promote market expansion。Digital camera/SLR camera, mobile phone, computer/tablet/server and network equipment/network related categories are growing rapidly and brands are speeding up their entry, category demand is moving towards the segmentation of the scene, the brand through insight into the consumer market reverse customization, optimization and upgrading to replace the old has become the theme。With the rise of outdoor sports and other scenes, portable WIFI and handheld PTZ products have developed rapidly。
Blue Ocean competition in innovative categories such as children's learning machines。Recently affected by the "double reduction" policy, home learning scenarios have increased, and the emerging category market of intelligent devices led by intelligent learning machines and point-reading pens has low Internet penetration, high demand for first purchase, and fast growth of categories。
In this regard, Shanghai Department Store indicated the following new development prospects:
The application scenarios of 3C digital products are becoming increasingly rich, and the digital consumer market is moving from practicality to diversification
Consumers' use scenarios for 3C digital products are increasingly rich, and with the increase of technological innovation and the penetration rate of digital products, the practical demand for digital products is gradually diversified。Most 3C digital brands have changed their positioning requirements that only focus on functionality，On the basis of continuously strengthening the basic research of optimization function，Through the scene subdivision, increase the commodity multi-functional attributes, fashion design and so on，Cater to office workers, sports enthusiasts, children, people living alone and other segments of the population and scene needs change，Reverse customization，Present the user's unique consumption attitude and value identification，Improve market competitiveness。
Education accompanies learning: The field accelerates growth, the trend of consumption upgrading is obvious, and children's learning machines lead the development of the industry to advance growth
In 2023, the scale of Tiktok's 3C digital market is accelerating, the trend of consumption upgrading is obvious, consumers attach high importance to education, consumers are willing to pay for more expensive products, and its value has been recognized to a higher degree。
From the performance of various categories, the market size of English learning tools such as multi-functional children's learning machines, scanning pens, translation pens and listening machines accounted for nearly 90%, of which children's learning machines accompanied learning machines accounted for 67% of the market share in the field, and maintained a high growth trend, leading the development and growth of the industry。
Entertainment video and audio: At the end of the year, the growth is obvious, and the multi-purpose entertainment equipment bestie machine is in the star track
The duration of entertainment video and audio continued to grow, and GMV increased significantly in the Double 11 promotion period。
Microphone, speaker This kind of audio amplification equipment is just needed products，High scale growth of the market，The price of professional audio and playback equipment with relatively high customer growth is low;Home video viewing equipment has grown rapidly，Among them, set-top box products rich in film and television resources are popular;Multi-purpose film and television entertainment equipment Bestie machine meets the needs of living alone, watching dramas, listening to songs and singing, office learning, games and fitness and other all-age and multi-purpose needs，In the high scale and rapid growth track。
Smart wearable: headphones lead the growth of the industry scale, and health detection/management smart wearable devices are growing rapidly
Slightly low-key smart wearable devices, after more than ten years of customer training and product innovation, have already developed into major terminal giants competing to layout and invest heavily in the project。According to the statistics of Shanghai Department Store, in 2023, the scale of Tiktok e-commerce smart wearable digital market will maintain rapid growth, affected by the growth of a large base of headphones, and the price will remain stable。
From the category data，Headphones as a just-needed product market size accounted for 52%，High coverage rate;Secondly, the market size of multi-functional smartwatches such as social and health detection accounted for more than 46%;Wearable products with health detection/management functions show a high growth trend，Such as smart watches, smart bracelets, energy pods, smart rings，Among them, the importance of sleep health has increased among anxious contemporary people，Sleep health products and authorities do clinical trials，High scientific and technological content，High product premium，The market is growing fast，It will also drive the transition from consumer products to medical smart wearable devices。
Ultimate experience: Product iteration drives product performance upgrades, and consumers pay for the ultimate experience
At present, with the rapid development and accumulation of artificial intelligence technology and the continuous improvement of hardware materials, in the face of numerous new electronic products, products with multi-in-one functions, high performance, low energy consumption and portability are more affirmed by consumers。
From the perspective of real scenes and users, this kind of product solves the pain point needs, and gives additional attributes such as health care and comfortable body feeling, so as to improve the price level of products in the same category with perfect and extreme consumption experience。
Sports health: health consumption prospects are broad, product functions from health detection to more professional, more subdivided aspects of the volume
The improvement of residents' medical and health awareness, the rapid development of the aging consumption structure, and the policy support of the Ministry of Science and Technology, the National Development and Reform Commission and other departments for smart medical and health products and smart wearable devices have provided a strong driving force for the sustainable development of the domestic wearable health device market。In addition to the health detection and early warning needs of pre-disease prevention, consumers and brands pay more attention to the disease intervention, rehabilitation and nursing of wearable health devices, and there are a variety of products with new functions and user-friendly design。
This type of product presents a systematic function&Medical (brain computer, etc.), data cloud (micro physical examination function, etc.), product focus&The development trend of personalized (hearing AIDS, etc.) contributes to the rapid development of telemedicine and mobile medical care, releases some medical resources, and keeps up with the pace of The Times。
Fashion expression: Product appearance design tends to be lightweight, high appearance level, "she economy" can still be done
In addition to the pursuit of product performance and function, it is relatively easy for brands to "make an article" on product design.。Shanghai Department Store Association pointed out that the "appearance level economy" has always been the main position of female users "happy consumption", and the female consumption power in the 3C digital industry should not be underestimated。
This type of product is also mainly targeted at female users, in the product color, cute IP modeling, fashion jewelry and lightweight fashion modeling innovation。