小家电出海指南：内练产品，外扩渠道
小家电行业现状与出海必要性
Current Status of Small Appliance Industry and the Necessity of Going Global
过去几年，小家电的日子并不好过。高光时刻被定格在2020年上半年，在家电市场同比下降14.13%的情况下，小家电却以线上780亿元的零售额，同比上涨12.4%。
In recent years, the small appliance industry has faced challenges. Its peak moment was recorded in the first half of 2020, when despite a 14.13% year-on-year decline in the overall home appliance market, small appliances achieved online retail sales of 78 billion yuan, representing a 12.4% increase.
但自那以后，小家电就开启了连续三年的下坡路，一路从小红书的"精致生活"沦为二手平台的"闲鱼之王"。到2023年1-9月，小家电整体零售额仅剩388.6亿元，同比下降9.6%，其中线上同比降9.9%，线下同比降8.9%。
However, since then, small appliances have experienced three consecutive years of decline, transitioning from representing "refined living" on Xiaohongshu to becoming the "king of second-hand platforms" on Xianyu. From January to September 2023, the total retail sales of small appliances dropped to 38.86 billion yuan, a 9.6% year-on-year decrease, with online sales falling by 9.9% and offline sales by 8.9%.
成功出海企业的共性
Common Traits of Successful Export Companies
在国内消费趋弱内卷严重的环境下，迈向海外就成了小家电维持增长的必要举措。在这个过程中，代表着环境电器、厨房小家电与清洁电器三大方向的Vesync、小熊电器、石头科技三家公司，在出海领域取得了阶段性成功。
In the context of weakening domestic consumption and severe internal competition, expanding overseas has become a necessary move for small appliances to maintain growth. In this process, three companies representing environmental appliances, kitchen small appliances, and cleaning appliances - Vesync, Little Bear Electric, and Roborock - have achieved phased success in overseas expansion.
虽然所属的细分行业不同，但是在其出海成功的背后有着共性原因：从产品层面打造爆款入局后横向铺开多SKU，在渠道上通过线上亚马逊渠道进入市场后发展兴趣电商与线下渠道。总结下来就是八个字——内练产品，外扩渠道。
Although they belong to different sub-sectors, there are common reasons behind their successful overseas expansion: creating hit products at the product level and then horizontally expanding multiple SKUs, and entering the market through online Amazon channels before developing interest-based e-commerce and offline channels. In summary, it can be described in eight words - strengthen products internally, expand channels externally.
产品策略：爆款入局与多产品扩张
Product Strategy: Entering with Hit Products and Multi-product Expansion
复盘小家电在国内的走红史，不能将其简单归结为颜值经济的胜利，背后对供应链和爆款法则的灵活利用，也是必备的先决条件。
Reviewing the popularity history of small appliances in China, it cannot be simply attributed to the victory of the "appearance economy." The flexible utilization of supply chains and hit product strategies are also essential prerequisites.
依托这套打法，小家电在国内极度内卷的产业环境中，逐渐摸索出一种满足"小需求"的突围能力。"小需求"一旦被满足，在最初可能意味着成功开拓出一个新品类。
Relying on this approach, small appliances have gradually developed a breakthrough capability to meet "small needs" in China's highly competitive industrial environment. Once these "small needs" are met, it may initially mean successfully opening up a new product category.
渠道策略：亚马逊入局与内容电商拓展
Channel Strategy: Entering Amazon and Expanding Content E-commerce
小家电出海的原因，也并非只因为国内太卷，也因海外本身就是一个小家电高消费的大市场。根据欧睿统计显示，2022年西欧与北美地区小家电消费量占到全球消费总量的13%和23%。
The reason for small appliances going global is not just due to intense domestic competition, but also because overseas markets themselves represent large markets with high consumption of small appliances. According to Euromonitor statistics, in 2022, Western Europe and North America accounted for 13% and 23% of global small appliance consumption respectively.
原本在国内就起家于线上的小家电，出海后的第一步都出奇的一致：押注亚马逊。而国内小家电出海之所以将亚马逊作为第一选择，一方面因为其销售体量大、用户基数多，是很好的传统电商渠道。
Small appliances that originally started online in China have surprisingly consistent first steps when going global: betting on Amazon. The reason why domestic small appliances choose Amazon as their first choice for overseas expansion is partly because of its large sales volume and user base, making it an excellent traditional e-commerce channel.
新兴渠道：TikTok Shop与内容电商
Emerging Channels: TikTok Shop and Content E-commerce
随着中国跨境电商的快速发展，Tik Tok Shop、Temu等渠道在北美地区逐渐走进主流消费视野，对小家电出海而言，带来的不仅仅是新的销售渠道，更是价值链的重塑。
With the rapid development of Chinese cross-border e-commerce, channels like TikTok Shop and Temu are gradually entering the mainstream consumer view in North America. For small appliances going global, this brings not only new sales channels but also a reshaping of the value chain.
这种品牌建设与产品销售合二为一的新途径，导致各个品牌由亚马逊"关键词电商"的被动卖货1.0模式转向为以Tik Tok为代表的"内容电商"主动卖货2.0模式。
This new approach that combines brand building with product sales has led various brands to transition from Amazon's "keyword e-commerce" passive sales 1.0 model to TikTok's "content e-commerce" active sales 2.0 model.
结论与展望
Conclusion and Outlook
拥抱内容电商新渠道，成为小家电出海的一个新选项，但针对Tik Tok的禁令仍是悬在头顶的一把剑。而如果乐观一点看，无论禁令最终生效与否，品牌在成功运营出一个海外内容账号后，都能沉淀出不少能力。
Embracing new content e-commerce channels has become a new option for small appliances going global, but the TikTok ban remains a sword hanging overhead. From an optimistic perspective, regardless of whether the ban ultimately takes effect, brands can accumulate many capabilities after successfully operating an overseas content account.
甚至，小家电出海的另一个更为明显的优势在于，在国内已被验证成立的内容电商，国内小家电经过长期"内容+直播"的高度竞争积累了良好的营销实践，形成了一套适合自己品牌的方法论。
Moreover, another more obvious advantage of small appliances going global is that content e-commerce has been proven successful in China. Domestic small appliances have accumulated good marketing practices through long-term "content + live streaming" competition, forming a methodology suitable for their own brands.
