In the realm of business logic, retaining users often proves more challenging than attracting them.
From the buzz of Zibo and Harbin last year to this year's buzz in Tianshui and Kaifeng, we witness not only the surge of traffic resembling a "torrential flow of prosperity," but also the aftermath of the receding tide, revealing the profoundness of "still waters run deep." Today, the barbecue stalls in Zibo remain brightly lit, while the wildly popular Zibo pancakes and fried skillet cakes continue to sell across the internet, indicating that the public still remembers the warmth of this city. Meanwhile, Harbin, after the snow and ice melt, welcomes the spring light. Although devoid of the winter crowds, specialty products like frozen pears and red sausages are still seeing soaring sales on major e-commerce platforms, proving that the hospitality of the ice city is still driving a thriving economy.
This is the aftermath of a massive surge in traffic, bringing forth a myriad of industries and businesses. It also underscores that the transient surge of traffic is just the beginning; only user retention is the key to long-term development. However, how does one turn traffic into staying power? In the realm of small home appliances, Xiao Xiong Appliances has provided a textbook answer. As a firsthand witness to the transition from industry "top-stream dividends" to "orderly development," Xiao Xiong Appliances has amassed hundreds of millions of users and tens of millions of fan members by steadfastly adhering to the development philosophy of maximizing user value. Along this journey, it has evolved from an internet sensation to a lasting success.
In 2018, closely following changes in user demands, approaching "serving users" with reverence became commonplace, while persistently employing smart manufacturing to solidify the brand's foundation. This is precisely the key to transforming traffic into user retention for Xiao Xiong Appliances.
While traffic may become obsolete, innovation centered around users never does.
As Warren Buffett once said, "Only when the tide goes out do you discover who's been swimming naked." This sentiment manifested in the realm of small household appliances when, after surpassing a scale of 450 billion in 2020, the industry entered a stage of ebbing tides. Without the boost of trends like the "home economy" or "lazy economy," the growth logic of enterprises also underwent changes.
According to the "2024 China Small Home Appliance Industry Insight Report," consumer awareness and demand for small home appliances have been continuously increasing in recent years, with 97% of users inclined to choose products with better functionality, appearance, and quality. With consumers shifting from "need" to "want" mentality, the trend is for homogeneous products to be pushed to the market periphery. Brands like Xiao Xiong Appliances, which continuously innovate around young people, gradually building strong product capabilities and product matrices, are becoming the preferred choice for more and more young people for small home appliances, which is inevitable.
The same report shows that Xiao Xiong Appliances ranks first in the search list for home small appliances brands. What's the secret behind winning the recognition of "picky eaters" among young people? The answer lies in its strategic foundation of "product-first." Currently, Xiao Xiong Appliances has over 80 categories and more than 900 models, with product lines covering home, office, outdoor, and other life scenarios. For example, to meet the office wellness needs of young people, they introduced the small bubble wellness kettle, which breaks away from the traditional intense stewing method by gently permeating ingredients with dense small bubbles, operating with lower noise, and also producing more nutritious beverages, meeting the wellness needs of the vast majority of young people; for family gatherings, the foldable multi-functional pot can handle various needs such as hotpot, barbecue, and steaming in one device, eliminating young people's indecision and being convenient to store with a small footprint.
Through continuous refinement in product innovation, Bear Electric has won numerous prestigious awards such as the Red Star Award and the IF Design Award. With over 2100 national patents, it has been honored as a national-level industrial design center and a national demonstration enterprise for intellectual property rights.
Spreading healing vibes, maintaining emotional warmth with the youth
Beyond just products, for today's youth who increasingly seek both material and spiritual fulfillment, emotional value is a key determinant of their consumption behavior and attitudes. As evidenced by the concept of "emotional labor," frequently discussed in recent years, which reveals the invisible forms of self-emotional and others' emotional control and regulation in various scenarios such as socializing, working, and studying.
For the youth, achieving "emotional freedom" is not easy. However, Bear Electric, which has always been insightful into user emotions, is dedicated to conveying warmth and healing to young people through different forms and content, relieving their emotional burdens. During its 18th anniversary celebration, Bear Electric engaged in a series of high-frequency interactions with young people, sparking widespread emotional resonance. For example, a widely shared online TV commercial "Growing Towards the Light" tells the story of the warmth and companionship brought by Bear Electric in the small moments of the girl Jiaxin's time memories. It leads users to experience how a naturally warm brand forms a wonderful connection with the emotions of young people and grows together with them.
In addition, offline, XiaoXiong Appliances has been continuously healing the youth in a tangible and three-dimensional way. On Line 11 of the Shanghai Metro, an 18th-anniversary confession train event initiated by XiaoXiong Appliances has warmed countless young hearts. Whether it's the early risers rushing to work or the late-night workers weary from a long day, they can all find healing in the stories of confession letters. Here, you can find stories of young people just stepping into society, finding happiness brought by electric lunch boxes; and stories of those striving, thanking XiaoXiong Appliances for their courage.
Whether in the past or present, every generation has reasons to be moved by XiaoXiong Appliances. This brand belief of being "peer-aged" with the youth destined XiaoXiong Appliances to maintain long-term alignment with mainstream consumers in countless eras of "fast-forward" and "slow-down."
Behind the creation of user value lies profound internal strength.
It can be seen that XiaoXiong Appliances has always been bringing maximum value satisfaction to users, whether in life or emotions. What is worth pondering is how XiaoXiong Appliances achieved rapid growth and transformation in 18 years, becoming a beloved small home appliance brand among young people? In fact, it cannot be separated from the profound internal strength accumulated through "intelligent transformation and digitalization."
In recent years, new quality productivity has become the key to the future development of the manufacturing industry. For XiaoXiong Appliances, which has long been insightful into trends, it has been continuously improving its digital manufacturing capabilities. Currently, XiaoXiong Appliances has established five major intelligent manufacturing factories, including four specialized whole-machine factories and multiple core component manufacturing factories, realizing self-production of whole machines and components, gradually building a digital manufacturing barrier, and creating high-efficiency, high-quality, innovative and superior-quality new quality productivity. This has comprehensively promoted the transformation and upgrading of production lines and supply chains, and successfully been selected as a digital intelligent demonstration factory in Foshan City.
Not only in manufacturing, but also in operations, Bear Electric has achieved enhanced efficiency and quality through the infusion of "digital intelligence," realizing integrated development throughout the enterprise. Since 2021, Bear Electric has been gradually implementing the "321" digital system upgrade project, consisting of three major business platforms, two major support platforms, and one major digital enabling platform. Today, Bear Electric has achieved a "trinity" of processes, systems, and data integration through the construction and integration of systems in various business areas including research, production, supply, sales, and finance, using next-generation digital platforms such as ERP, intelligent manufacturing platforms, and marketing business middleware.
According to statistics, Bear Electric has invested over 100 million CNY in digital construction in the past few years. In the future, the company will continue to establish deeper user connections, reach more users through digital means, and empower high-quality development across the entire chain of services, manufacturing, and operations with new technologies.
Looking at the development cycle of domestic small home appliances, although the wave of "top-tier" dividends has passed, the calm flow will also filter out the dust of the times. It can be foreseen that what lies ahead for the small home appliance industry is a new future heading towards high-quality development like a river flowing into the sea. As a pioneer steering into this new territory, Bear Electric, with 18 years of experience, has proven to be a user-centered enterprise. In the ebb and flow of the times, the question remains: how far can they go?
