2022-04-21-GFK-2022年科技及耐用消费品行业展望_35页_2mb

Key Trends in 2022

• Economic Deceleration: The consumer technology and durables market slowed from 12.2% growth in 2021 to a projected 2% in 2022 due to inflation, supply chain disruptions, and geopolitical events (e.g., Ukraine conflict). This led to reduced volume demand and squeezed margins from cost pressures.
• Supply Chain & Inflation: Ongoing semiconductor shortages, logistics bottlenecks, and rising raw material costs (e.g., crude oil, lithium) drove price increases, with average global prices rising by 8%. E-commerce grew by 17% but varies by region.
• Consumer Behavior: Hybrid work, health/wellness focus, and sustainability concerns shaped demand. Premiumization continued, with premium brands outperforming standard ones (+32% vs. -1% market share growth). Gen Z and Millennials drive omnichannel expectations.
• Geopolitical Risks: Ukraine conflict highlighted supply chain vulnerabilities and potential consumer insecurity due to rising energy and food prices, underlining the need for agile strategies.
• Market Drivers: Small domestic appliances (+23% U.S. sales) and tech-enabled health devices (+534% mini ovens with hot air frying) surged as consumers prioritized convenience.

Key Strategies for 2022

1. Fuel Premiumization: Elevate brand identity beyond functionality to build emotional connections and loyalty, capitalizing on consumer willingness to pay for added value.
2. Seamless Omnichannel Journeys: Align online and offline channels to provide a cohesive consumer experience, leveraging data and AI for personalized insights.
3. Build Granular Consumer Personas: Re-segment consumers based on post-pandemic lifestyle shifts (e.g., hybrid work/homelife balance) to offer tailored products and promotions.
4. Strike First-Mover in Sustainability: Embed eco-friendly attributes into product design and value chains to differentiate brands, avoiding greenwashing and focusing on credibility.
5. Target Connected Consumers: Develop multifunctional and IoT-enabled devices to address evolving needs like health and efficiency, cross-selling across an ecosystem.