“400 million people are using it” has become a hot brand recently. The reason is that the brand has launched an electric toothbrush with a price of 37.9 yuan. After receiving a 30 yuan coupon, the price is only 7.9 yuan. In the publicity page, the product said it has sold more than 300000 pieces. However, high frequency acoustic vibration, various nursing modes, DuPont brush head, 100 day long endurance and ipx7 waterproof are the same as those claimed by general brands of electric toothbrushes. < / P > < p > in fact, the low-cost electric toothbrush is not news any more. Brands including Xiaomi, Superman and liboder have launched products below 100 yuan, while the 39.9 Yuan electric toothbrush launched by Mijia is considered to be a product breaking through the bottom price. < / P > < p > at present, the price range of electric toothbrush on sale in the market is very large, involving tens of yuan to thousands of yuan, while the price of products generally accepted by the mainstream consumer is between 100 yuan and 300 yuan. According to the data of Alibaba Taobao, in the first quarter of 2020, the SKU with the price of 0-100 yuan and 100-300 yuan in Alibaba e-commerce platform accounted for 36.6% and 38.6% respectively; the high-end market was mainly occupied by overseas brands. In the price range of 500-1000 yuan and above, the sales of Philips and Oule B accounted for 70.4% and 90.9% respectively. However, from the product appearance and function promotion, the difference between high price products and low price products is not obvious. What are the factors that cause the price difference of electric toothbrush? < p > < p > in this regard, the reporter of China home appliance network consulted the technical director of domestic mainstream electric toothbrush OEM factories. They not only had large customers from international mainstream individual care appliance brands, but also had orders from domestic large and medium-sized brands. < / P > < p > “in terms of technology realization, the electric toothbrush does not have a high entry threshold like high-end products, which is also the premise for the realization of affordable electric toothbrush. However, after the entry threshold, there are still many technical and standard differences between high-cost and low-cost products of different brands. Take Philips as an example, there are different parts selection standards for products of different price segments, from the shell to the bristles, to the movement and motor. For example, the technical standards for some bristles are beyond the reach of domestic enterprises. These differences may not be obvious in appearance, but there must be differences in the use experience. ” He cited an example of battery: “if the electric toothbrush has a built-in nickel chromium battery, the cost is only 1 yuan, but the price of lithium battery with longer service life is more than 7 yuan; another example is that the vibration spring piece in the electric toothbrush has better performance and longer service life. 304 stainless steel meets the medical grade, which is the most common. However, some brands will use spring and copper wire instead of spring. It should be said that there is no real technical barrier in the electric toothbrush industry, which can be imitated and surpassed. However, quality control is very important to establish consumers’ sense of trust in the brand. ” < / P > < p > the technician mentioned that although the price of big brand electric toothbrush has brand premium component, the reliability of the product is far higher than that of counterfeit products. “The electric toothbrush uses physical force to grind the surface of teeth. If the force is not properly controlled or the method is not correct, it will not only not clean the teeth, but also easily wear the enamel or cause gingival damage. In the process of product design, the relevant means of damage verification should be considered first. Some people plagiarize when they see the market for electric toothbrushes. They don’t even know that there is a link of injury verification. ” < / P > < p > because the electric toothbrush is an “entry” product, there are also technical requirements for the production environment, “for example, the tip of the toothbrush should be rounded, if not rounded, the toothbrush will stab the skin when it vibrates at high frequency. There have been cases of recall of electric toothbrush because of its non-compliance and stabbing the oral cavity in foreign countries before; in addition, as a product with certain medical attributes, the electric toothbrush should be rounded The production workshop of electric toothbrush is required to be dust-free, but we have seen the production lines of some enterprises not only not dust-free design, but also the workers work with sweat. If the products from this production line enter the mouth of consumers, there will be certain health risks in the middle. ” Nowadays, large brands of electric toothbrushes are generally manufactured according to the standards of the medical system, which is one of the reasons for the price difference. < p > < p > in 2019, the group standard T / cheaa 0009-2019, led by the China Household Electrical Appliance Association, was released, but the relevant national standards were still in the missing state, that is to say, the standard relies on the self-discipline of the industry and lacks the mandatory for enterprises. “At present, the industry’s default mandatory standard is the technical specification for manual toothbrush, but the realization form of electric toothbrush and manual toothbrush is very different. There are no relevant technical provisions in many safety regulations, which also leaves room for non-standard manufacturers and brands,” said the technical director. In his opinion, the current development of electric toothbrush standards still lags behind the market development. “In 2009, only high-end shopping malls in China can buy electric toothbrushes, which are generally needed by overseas students after returning home; around 2015, the demand for personal health appliances represented by electric toothbrushes has sprouted, and the electric toothbrush industry has the hope of rapid growth In, the development of the industry exceeded expectations, and some consumers in the sinking market have begun to use electric toothbrushes. ” < / P > < p > brushing teeth and washing face is a just need. With people’s attention to tooth health, especially the high cost of tooth extraction and filling, the oral care industry has a broad space for growth, and the future of electric toothbrush is “not a dream”. According to the data of China Business Industry Research Institute, in 2019, China’s electric toothbrush sales reached 5.73 billion yuan, which has become one of the main tracks of personal care appliances; during 618 this year, the turnover of oral care products on Jingdong platform in 10 minutes reached 8 times that of the same period last year. According to the data of alibaba.com, in March 2020, the sales volume of electric toothbrushes on Alibaba’s e-commerce platform reached 490 million yuan, up 38.8% month on month, and 3.116 million pieces, up 48.9% month on month. However, compared with the overseas market, the penetration rate of electric toothbrush in China needs to be improved. According to the data of Zhiyan consulting, the market penetration rate of electric toothbrush in China in 2019 is only 5%, far lower than 42% in the United States and 40% in Japan. However, the foreseeable market size and huge profit margin have also attracted many brands to enter the electric toothbrush industry. The industry has shown signs that bad money drives out good money. For example, the electric toothbrush with a price of 7.9 yuan in Antarctica, consumers buy not only a poor product, but also harm their oral cavity. < / P > < p > “we still hope to have standards or third-party institutions to regulate the market, at least to ensure the bottom line of the industry. But now the fact is that many unlicensed small factories and Shanzhai brands are entering this field When a reporter from China home appliance network sent a screenshot of the page of the Antarctic’s 7.9 yuan toothbrush to the technical director, he sighed, “it’s hard to say whether the motor at this price can bring toothbrush vibration, let alone the acoustic effect.” After 12 years, “world class Super project” Shantou Bay Tunnel ushers in a historic breakthrough today

By ibmwl