Personal care appliances are booming! Emerging brand Qiao Cheng Li shows its capabilities
In recent years, the domestic market has shown a trend of consumption upgrading. Benefiting from the improvement of China's economic level and people's pursuit of a better life, with the growth of per capita disposable income among the post-90s and post-00s consumer groups, they have become the dominant force in future consumption. Consumption concepts are gradually shifting towards younger and more personalized trends, and individuals' pursuit of image and health is also gradually increasing.
In the consumption mindset of "self-pleasure", personal care appliances such as epilators, beauty devices, massage devices, and facial steamers, which can bring surprise and enjoyment to life, are poised to seize the timely opportunities in the broader health sector.
The rapid rise of the "self-gratification economy" has spurred explosive growth in the personal care appliance market, presenting vast prospects for the development of a diversified, higher-end, and healthier smart personal care appliance market.
Especially driven by new channels such as Tiktok and Kwai, the brand building and market expansion of personal care appliances will further accelerate, with some beauty and health instruments becoming popular during the 618 shopping festival. Tiktok's beauty instruments continued their popularity from the previous year, with sales up 126% year-on-year and sales volume up 42% year-on-year. On Kwai, electric shavers were the fastest-growing product category during the 618 shopping festival, with sales up 164% year-on-year.
These innovative personal care appliances have captured the attention of consumers, reflecting their pursuit of a convenient and intelligent lifestyle. This trend will further propel the innovation and development of personal care appliances, while also offering consumers a wider range of choices and more convenient ways of life.
The emerging "self-gratification economy" has presented many new personal care appliance brands with opportunities for growth. For instance, Qiaochengli Industrial Development Co., Ltd. (hereinafter referred to as Qiaochengli) has invested significant manpower and resources in new products, technologies, and processes to become a leading enterprise in this multi-billion-yuan market. With its leading research and development capabilities, it has broken through the barriers and stood out.
Qiaochengli was established in 2015, primarily engaging in the design, development, and manufacturing of personal care appliances through the OEM/ODM model. Its customers span the globe, with its products primarily targeting the domestic, American, Japanese, and European markets.
Qiaochengli, as an early-starting personal care appliance brand in China, has accumulated nearly ten years of experience in the industry and has become the fastest-growing OEM/ODM service provider in the personal care appliance industry in China.
Qiaochengli offers a wide range of personal care appliances, which can be broadly categorized into six main types: beauty system series, grooming series, hairdressing series, massage series, oral series, and household appliances series. The company particularly specializes in beauty devices, hair removal devices, and facial steamers, with a focus on the mid-to-high-end market as its primary target market.
Qiaochengli boasts top-tier R&D capabilities within the industry, offering over 200 proprietary products including beauty devices such as导入仪, 蒸脸器, 脱毛仪, 按摩仪, 电直卷发梳, and 冲牙器. These self-developed products have obtained authoritative safety certifications from domestic and international authorities, including the US FDA, US FCC, EU CE, US ROHS, Japan PSE, and China CFDA.
Qiaochengli's sales channels span the global market, receiving positive feedback in domestic, American, Japanese, and European markets. In 2018, its sales surpassed the 100 million yuan mark, marking a 100% increase from the previous year. Among all the products developed in-house, the sales of epilators have been the most surprising, with cumulative global sales exceeding 5 million units, consistently maintaining the top sales position in the United States.
Currently, Qiaochengli is developing and constructing the Qiaochengli Smart Valley Industrial Park in Huizhou, with a total construction area exceeding 120,000 square meters. This project aims to expand and upgrade production, research and development, manufacturing, and operational capabilities, creating a base for world-class factories, enhancing the core competitiveness of enterprises, and accelerating the realization of Qiaochengli's goal of "becoming a world-class enterprise in the beauty and health industry".
Personal care appliances are still experiencing rapid growth. As people's quality of life continues to improve, products such as beauty devices and epilators are rapidly gaining popularity among people of different age groups, opening up a broader market for new brands. Brands like Qiaochengli, which actively launch more intelligent and high-end products, are bound to win a more influential position in this expansion of consumption upgrading.