Research on the Development Trends and Future Investment Forecast of China's Eye Massage Industry (2
1、 Eye massagers are the second largest niche market in the massager market, accounting for up to 10%
Currently, China has become the fastest-growing market for massager products globally. Data shows that from 2015 to 2021, the size of China's massager market increased from 9.6 billion yuan to 18 billion yuan, with a compound annual growth rate of 11.05%. According to relevant data, it is predicted that the market size of portable massagers in China will reach 10 billion yuan by 2024. Among them, eye massagers are the second largest niche market in the massager market, with a market share of 10%. Eye massagers are devices that massage and care for the muscles and skin around the eyes. With the increasing pressure of modern society and people's attention to health and beauty, the demand for eye massagers is gradually increasing.
Currently, China has become the fastest-growing market for massager products globally. Data shows that from 2015 to 2021, the size of China's massager market increased from 9.6 billion yuan to 18 billion yuan, with a compound annual growth rate of 11.05%. According to relevant data, it is predicted that the market size of portable massagers in China will reach 10 billion yuan by 2024. Among them, eye massagers are the second largest niche market in the massager market, with a market share of 10%. Eye massagers are devices that massage and care for the muscles and skin around the eyes. With the increasing pressure of modern society and people's attention to health and beauty, the demand for eye massagers is gradually increasing.
Source: Guanyan Tianxia Compilation
The main features and functions of an eye massager include: soothing the eyes, improving dark circles and bags under the eyes, enhancing skin elasticity, promoting eye cream absorption, and convenient portability.
The main characteristics and functional analysis of eye massage equipment
Feature/Function Analysis
The eye soothing eye massager can effectively relieve eye fatigue and alleviate discomfort caused by prolonged use of the eyes through vibration or massage.
The eye massager for improving dark circles and eye bags can promote blood circulation in the eyes, reduce the appearance of dark circles and eye bags, and make the skin around the eyes tighter and brighter.
By massaging and stimulating, the eye massager can promote the generation of collagen in the skin around the eyes, enhancing skin elasticity and firmness.
Promoting the absorption of eye cream with an eye massager can help the skin around the eyes better absorb eye cream and skincare products, enhancing the skincare effect.
Portable eye massagers are usually small in size, easy to carry and use, and can provide eye massage care anytime, anywhere.
Source: Compiled by Guanyantianxia Data Center
2、 The industry is in the era of brand rejuvenation, and the middle-aged and elderly market is facing development opportunities
1. In the post pandemic era, people are increasingly concerned about eye health, promoting strong demand for eye massage equipment in the market
In recent years, with the continuous improvement of people's health awareness, the demand market for eye massage devices has gradually increased. In modern society, many people use electronic devices such as mobile phones and computers for a long time, which leads to increasingly common problems such as eye fatigue and dryness. According to the Data Report of Multi center Big Data on Chinese Dry Eye, the number of dry eye patients in China is up to 360 million at present, of which the number of moderate and severe patients has exceeded 80 million, which may increase at a rate of 10% every year. The incidence rate of dry eye among people who often use video terminals is as high as 93%, and that of people who wear contact lenses is as high as 90%. At the same time, work pressure and an accelerated pace of life have also led to increasing attention being paid to eye health. Research shows that in the post pandemic era, 71% of respondents took more measures to protect their eyes after the outbreak.
In recent years, with the continuous improvement of people's health awareness, the demand market for eye massage devices has gradually increased. In modern society, many people use electronic devices such as mobile phones and computers for a long time, which leads to increasingly common problems such as eye fatigue and dryness. According to the Data Report of Multi center Big Data on Chinese Dry Eye, the number of dry eye patients in China is up to 360 million at present, of which the number of moderate and severe patients has exceeded 80 million, which may increase at a rate of 10% every year. The incidence rate of dry eye among people who often use video terminals is as high as 93%, and that of people who wear contact lenses is as high as 90%. At the same time, work pressure and an accelerated pace of life have also led to increasing attention being paid to eye health. Research shows that in the post pandemic era, 71% of respondents took more measures to protect their eyes after the outbreak.
Data source: Guanyan Tianxia Compilation
As a convenient and comfortable eye health tool, eye massagers can effectively alleviate eye fatigue, improve eye blood circulation, prevent and slow down eye diseases, and are loved by many consumers. Not only is it highly sought after in daily life, but it is also widely used in some professional settings, such as offices, schools, medical institutions, etc. In addition, with the development of technology, the technology of eye massagers continues to upgrade and improve. The new type of eye massager combines more high-tech elements, making its functions more diversified and intelligent, further enhancing the attractiveness of the product and market demand. Therefore, the market demand for eye massage devices is gradually increasing, with the market size increasing from 21.25 billion yuan in 2014 to 54.85 billion yuan in 2020, with a compound annual growth rate of 14.5%. In the next five years, it is expected that the market size of China's eye massage equipment industry will continue to grow at a growth rate of 12.8%, and reach a market size of about 82.9 billion yuan by 2023.
2. The consumer group is becoming younger, and eye massage devices are developing towards innovation and youthfulness
Dry eyes not only have a high incidence, but in recent years, they have also gradually shown a trend of youthfulness. According to relevant data, the age profile of dry eye consultation users is significantly higher among young people compared to other age groups, with over 60% of users aged 15-30.
Dry eyes not only have a high incidence, but in recent years, they have also gradually shown a trend of youthfulness. According to relevant data, the age profile of dry eye consultation users is significantly higher among young people compared to other age groups, with over 60% of users aged 15-30.
Source: Guanyan Tianxia Compilation
As dry eye disease presents a trend of youthfulness, the younger generation is gradually becoming the main consumer force in the eye massage machine market. According to the statistical data of the consumer group for JD's online eye massage equipment, the current age group of consumers is concentrated in the "90s" and "Z generation", with a clear trend of "youthfulness" among consumers. At the same time, how to break the stereotype of eye massagers being exclusive to the elderly and meet the multiple needs of young consumers for product quality, scene experience, aesthetic feelings, and emotional resonance has become a problem and difficulty that every eye massager brand must face before entering the new consumer market.
As dry eye disease presents a trend of youthfulness, the younger generation is gradually becoming the main consumer force in the eye massage machine market. According to the statistical data of the consumer group for JD's online eye massage equipment, the current age group of consumers is concentrated in the "90s" and "Z generation", with a clear trend of "youthfulness" among consumers. At the same time, how to break the stereotype of eye massagers being exclusive to the elderly and meet the multiple needs of young consumers for product quality, scene experience, aesthetic feelings, and emotional resonance has become a problem and difficulty that every eye massager brand must face before entering the new consumer market.
Source: Guanyan Tianxia Compilation
Taking the two major head and eye massage machine brands SKG and Beieffi as examples, traditional massage machine products have long given people the impression of being bulky in terms of product design, appearance, and function. Coupled with their unattractive appearance, many young people who love fashion have looked away from them. The SKG eye massager product adopts miniaturization, portability, and mobile app control design, meeting the needs of young people to enjoy massage and relaxation anytime and anywhere, giving the product a "beyond expectations" value different from traditional massage products; During the continuous product iteration process, Beieffi gradually reduces weight and volume, adds foldable storage design, and some products can also be controlled and checked for usage status through the app.
In terms of marketing, SKG has signed with Yang Yang, Gulina Zha, Wang Yibo and other stars as spokesmen in recent years. With constant marketing activities and its own social and e-commerce genes, SKG has become closer to popular social media such as Tiktok, Kwai and Little Red Book, attracting a large number of young people; Starting from May 2021, Beirelaxed invited Xiao Zhan as the first spokesperson. This traffic star has brought higher recognition to the brand in the young circle. After the official announcement of Beiease, it quickly generated a viral effect on social media platforms. For example, the Weibo post officially announced on May 31st had over 1 million reposts, 135000+comments, and 2.15 million+likes# Xiao Zhan's endorsement is twice as relaxed # # Relieve fatigue, easily face challenges # Weibo topics have also reached 1.26 billion and 780 million views respectively, and the interaction volume of both topics has exceeded 3 million; The TVC shot by Xiao Zhan for Beieffortlessly has sparked widespread resonance, with over 100 million views on the entire network. Such a huge exposure and interaction undoubtedly allowed Beieffortlessly to reach a wider audience.
Analyst's view from Guanyan Tianxia: Currently, there is limited room for expanding the category of eye massage equipment. In recent years, the profitability of leading companies such as SKG has shown a downward trend for three consecutive years, indicating weak growth in the category. It can be seen that relying on marketing to maintain sales may not necessarily be healthy. Iteration and innovation within the category are more important, and expanding products and business directions will be the future focus.
3. Brands are trapped in youthfulness, and returning to the middle-aged and elderly market in the future is also one of the development paths
Currently, many eye massage machine brands are struggling with youthfulness, but they have overlooked that the "silver economy" supported by elderly people who have children, women, houses, cars, and leisure time may be the blue ocean that enterprises should enter. For example, during Mother's Day, JD Consumer and Industrial Development Research Institute released the "Mother's Day Consumption Trends", which pointed out that in the past three years, the average annual growth of healthy product consumption on Mother's Day has reached 217%, with a 235% increase in medical device sales and a 76% increase in nursing and protective equipment compared to 2020. In another product list, massage machines from brands such as SKG have become one of the best gifts voted by netizens for Mother's Day. So, perhaps returning eye massagers to middle-aged and elderly users would also be a good choice.
For elderly people, eye health is particularly important. Although eye massage machines are not suitable for eye diseases such as glaucoma, cataracts, macular degeneration, conjunctivitis, and conjunctival relaxation, if elderly people experience dry and astringent eyes, eye swelling, headaches caused by excessive eye use, and dark circles, they can use eye massage machines to improve their condition.
Older people are usually more interested in convenient and easy-to-use products, so designing a simple, easy to operate, lightweight, and portable eye massager is also an important factor in achieving success in the elderly market. In addition to functionality and design, price is also a key consideration factor in the elderly market. Elderly people usually pay more attention to the practicality and cost-effectiveness of products. Therefore, launching eye massage devices with higher cost-effectiveness in the elderly market will be popular. In addition, for enterprises, returning to the elderly market can expand new market share and meet the attention and needs of the elderly population for eye health. At the same time, developing eye massage devices suitable for the elderly can also help improve the brand's reputation and reputation, and stand out in the fiercely competitive market.
3、 Industry competition is becoming increasingly fierce, and cross-border cooperation has become a trend in the industry
The huge market has attracted many enterprises to enter and the favor of the capital market. According to data from Qichacha, there are currently 610 enterprises related to "eye massage machines" in China. 2019 was the peak period for enterprise registration, with 101 companies registered throughout the year, a year-on-year increase of 33%.
The huge market has attracted many enterprises to enter and the favor of the capital market. According to data from Qichacha, there are currently 610 enterprises related to "eye massage machines" in China. 2019 was the peak period for enterprise registration, with 101 companies registered throughout the year, a year-on-year increase of 33%.
Source: Qichacha, Guanyantianxia Compilation
From the perspective of player types, in addition to the portable massage instrument brands represented by Beirelaxed and SKG, there are also manufacturers starting with massage chairs represented by Aojiahua and Rongtai Health, and Internet giants represented by Xiaomi, NetEase, and Jingdong also have a layout in the field of eye massage instruments. In addition, there are also overseas home appliance enterprises such as Panasonic, Philips, and other domestic OEM enterprises. The entry of various players has greatly promoted the increase in the variety and functions of eye massage products on the market, providing consumers with more options.
Brand competition echelon in the eye massager industry
Representative brand
Establishment time
country
Competitive echelon
Double Easy
two thousand
China
First tier (market share>10%)
SKG
two thousand and seven
China
Ox
two thousand and one
China
Second tier (market share of approximately 1% -10%)
Rongtai
two thousand and two
China
Aojiahua
one thousand nine hundred and ninety-six
Malaysia
Panasonic
one thousand nine hundred and eighteen
Japan
Other brands
-
-
First tier (market share<1%)
Source: Compiled by Guanyantianxia Data Center
With the increasingly fierce competition in the industry, cross-border cooperation has become a trend. As early as 2020, the Beieffi AI eye massager was equipped with JD Zhilian Cloud's "Little Jingyu Assistant", providing intelligent AI voice control, precise temperature control and hot compress, 10 airbag massage of acupoints, and 180 ° folding for compact carrying. In addition, users can also use voice to play music, listen to news, and control Jingyu intelligent ecological products, making massage not boring. This unique product immediately became an internet celebrity upon its launch, and on the day of its debut, it jumped to the top of the industry's sales. The number of clicks and views during this period was 28 times that of similar eye massager products. At the same time, it has also driven the growth of the Double Easy brand. In the month of its new product launch, Beixin's GMV increased by 56% year-on-year and its traffic increased by 172% year-on-year. In April of this year, Huawei Zhixuan teamed up with Philips Massage to leverage their advantages in massage design and IoT intelligent technology, and launched a new product, the Huawei Zhixuan Philips Intelligent Eye Massager. This intelligent eye massager not only meets the massage needs, but also combines Huawei Smart Selection's intelligent technology to further optimize and upgrade the massage experience. As soon as the product was launched, it attracted enthusiastic pursuit from consumers and distributors.
Analyst's view from Guanyan Tianxia: With the clearer industry system of eye massage equipment, in addition to cross-border cooperation, category expansion, technology integration, product customization, diversified channel layout, and opening up domestic markets can all become the paths for enterprises to seek breakthroughs.
4、 The market for eye massagers is plagued by chaos, leading to the establishment of industry standards
The strong demand for eye massage has brought prosperity to the industry, and the massage economy has reached a market size of billions, which has also spawned many chaos. Searching on Baidu using keywords such as "eye massagers, unqualified", the search results were shocking, and information about the unqualified quality of related products was abundant. In 2020, Huai'an Meimei Electronic Technology Co., Ltd. voluntarily reported a recall plan to the Jiangsu Provincial Administration for Market Regulation due to the lack of nameplate identification and the risk of electric shock in the inspected eye massager products; Recently, the Ningbo Market Supervision Bureau in Zhejiang Province released the results of quality supervision and spot checks on massage equipment products. In this period, a total of 25 batches of products were sampled, with samples taken from e-commerce and physical stores. 12 batches of unqualified products were detected, among which the "Mark and Instruction" item was found to be unqualified by the Aojiahua LINEFRIENDS eye massager. In addition, the complaint amount from the top company SKG can also be confirmed, according to the company's consumer complaint details table and the Shenzhen Consumer Committee
