According to the 618 pre-sale data of household appliances released by JD.com (one of China's domestic e-commerce platforms), the sales amount of household appliances reached three times that of the whole day last year four hours after the sales started on May 23. As of May 24, the pre-sale amount of the platform increased by 270% year-on-year over the same period last year. The one hour sales amount of new household appliances exceeded that of the whole day on the first day of last year, and the pre-sale amount of medium and high-end products accounted for more than 60%. The pre-sale amount of kitchen and bathroom products increased by more than 5 times year-on-year, and the pre-sale amount of small household appliances was 3 times that of the same period last year.
Drawing on the experience of the epidemic in 2020 to drive the performance of small kitchen appliances, the characteristics of "easy transportation + rich categories + low unit price" of small kitchen appliances make them a "pseudo rigid demand" under the epidemic. However, considering that the small kitchen appliances purchased by consumers in 2020 have not yet reached the renewal cycle, consumers are inclined to be rational. At present, the demand for individual categories such as air fryers, water purifiers and coffee machines has increased significantly.