With the expansion of China’s silver-haired group and the outbreak of residents’ health concepts and health tide, China’s massager market has also attracted many players to enter the game. Enterprise search data show that as of the end of 2021, the number of active/surviving enterprises with business scope involving massagers was 12,025, of which 837 in 2015, an increase of 44.06% from 581 in 214, and the number of registered enterprises exceeded 1,400 in 2016-2020.
An important reason for attracting many players to enter the market is that massagers have a large market potential. Although China’s small massager market size in the past two years has shown ultra-high-speed growth, but as of 2021, China’s domestic small massager market penetration rate of less than 10%, is still relatively low, we can see that China’s small massager industry market growth is huge, is expected to be in the future with China’s intelligent small massager products continue to upgrade, the industry market size will continue to expand.
With the accelerated pace of people’s lives, more and more sub-healthy people, with a small size, easy to use, relatively inexpensive and other advantages of the portable massager, can to a certain extent to relieve the human body of some of the symptoms of fatigue, which has given rise to the rapid development of the portable massager market.
Massage apparatus market is stable and good, massage appliance enterprises are struggling, attributable to disorderly marketing competition resulting in high costs, as well as the lack of core technology, product homogenization is serious. As the industry barriers are not high, with the disorderly influx of all kinds of capital, this track is also increasingly crowded, the quality of consumers difficult to distinguish between high and low forward still need to work hard.
Massage small appliances low entry threshold, low industrial technology moat, is also a major problem of the industry.
Many companies are in the layout of the cervical spine massager, for example, many customers believe that the product current is too large, the function of chicken ribs, the idle rate is too high, if you use it yourself, you might as well go directly to the hospital rehabilitation department. This has led to the industry’s bad money to expel good money, the product is not good, but also affects the repurchase of the product as well as the market reputation.
How to grasp the balance between marketing and R & D, may become the future of a number of massage equipment companies must explore the topic.
Portable massage appliances track is rapidly broadening, on the one hand, in a certain period of time will bring great pressure to the market regulation. According to the regulatory authorities, massage equipment products are mixed, scattered enterprises, the regulatory aspects of the many challenges. On the other hand, the rapid influx of many brands and products, so that consumers are relatively fuzzy for the brand’s cognition, but more concerned about the massage product itself, for the companies, this is undoubtedly also a challenge. However, in the long run, the performance and quality of massager products is the best bargaining chip in the competition, so in the market under strict regulation and high consumer demand, with the advantage of experience and good reputation of the enterprise will usher in more opportunities.
Post time: Aug-23-2023