July 2012 China Hair Dryer Market Analysis Report

In July 2012, the pattern of brand awareness in the Chinese hair dryer market changed little. Philips continued to lead with a ratio of 43.3%. In the championship position, Liang Xu continued to rise for two consecutive months. Panasonic and Feike maintained the runner-up and third place respectively. The foldable product still occupies a monopoly position, and the price range of 51-200 yuan is favored. The Internet Consumer Research Center ZDC summed up the data on the operation of the Chinese hair dryer market in July 2012 for a comprehensive analysis:

Report Highlights • Brand focus: The brand landscape has changed little, the top five remain unchanged, and Superman ranks sixth.

• Product focus: The Philips HP8203 has become the single most popular item for consumers; the foldable product still occupies a monopoly position; 1600W power is still the most concerned; 51-200 yuan attracts 70% of consumers' attention.

• Case Study: The Confo brand has a relatively stable focus and has the largest number of commercial products.

First, the brand attention pattern • Philips reelection champion In July 2012, Philips continued to lead the Chinese hair dryer market with a ratio of 43.3%, and in the championship position, the ratio continued to rise for two consecutive months and this month increased by nearly 1. A percentage point shows that its monopoly advantage is more obvious. Panasonic and Feike still maintained the runner-up and second runner-up, with the proportion of attention being above 11.0%. Conf. ranked fourth with a 8.6 percent focus.

• Changes in the brand's focus on the pattern Compared to June, the pattern of brand awareness in the hair dryer market this month has changed little. The top five brands remain in place. Superman was ranked sixth, Pentium attention decreased slightly, and rankings dropped by one. The United States, Braun and Sanyo maintained the eighth, ninth and tenth places respectively.

(Table) Comparison of Concerns Concerning Brand Concerns in China's Hair Dryer Market from June 2012 to July 2012 June 2012 July 2012

Ranking June 2012 July 2012 Brand Concern Ratio Brand Concern 1 Philips 42.50% Philips 43.30% 2 Panasonic 16.10% Panasonic 16.30% 3 Flying Branch 10.70% Flying Branch 11.00% 4 Conf 9.20% Conf 8.60% 5 Sassoon 5.20% Sassoon 5.00% 6 Pentium 3.70% Superman   ↑ 1 3.40% 7 Superman 3.50% Pentium   ↓1 3.30% 8 US 3.00% 3.10% US 9 Braun 2.80% Braun 2.60% 10 Sanyo 0.80% Sanyo 0.90% - Other 2.50% Other 2.50%

Second, the product focus on the pattern (a) product concerned about the model • Philips HP8203 become the most attention single product Philips HP8203 to replace the Philips HP8105 this month became the most concern hair dryer products, after a month, Philips HP8203 resumed the championship single product In terms of position, the single-product attention rate reached 10.2%, both of which plunked and the competition was fierce. This 1600W product is still priced at 178 yuan, the price is low, popular consumer favorite.

• The Sassoon brand was listed on the list for the first time this month. The hair dryer single product focused on the top ten. Philips, including the champion runner-up, had a total of six seats, and the price of the six products was between 51-350 yuan, among which the tenth Philips. The HP8183 is on the list for the first time, and the 2200W power is the highest power in the list. Sassoon VS5250CN is also on the list for the first time. This multi-file 2100W product is priced at 168, which is in line with the general consumer level. All ten stalls are available in multiple stalls. It can be seen that mid-to-low-equivalent multi-range products are favored by consumers.

(Chart) July 2012 China's hair dryer market product attention ranking