Industry News: The High-Speed Hair Dryer Industry's Intense Competition and How to Break the Deadlock

The High-Speed Hair Dryer Market Competition

China's manufacturing sector, particularly in personal and hair care products, has a significant competitive edge. Dyson initiated the high-speed hair dryer market, which is now experiencing intense competition. These high-speed hair dryers not only feature lightweight designs but also deliver "fast drying + moisturizing hair care" performance. Companies are ramping up R&D and production, forming a large-scale industry chain. In the first quarter of 2024, retail sales of hair dryers reached 2.39 billion yuan, a year-on-year increase of 36.9%, with 11.8 million units sold. High-speed hair dryers now account for nearly 70% of new hair dryer market sales. The widespread application of high-speed brushless motors has significantly reduced production costs and boosted industry vitality. These high-speed motors are also used in various products, including razors, hot air brushes, and hair clippers.

No.1

Hair Dryer and Straightener Combo Enters the Market

The price competition for high-speed hair dryers is becoming increasingly fierce. Brands like Laifen, Flyco, and Dreame have launched products priced at 199 yuan, with the sub-200 yuan segment becoming a new battleground. In March 2024, the market share of high-speed hair dryers priced below 200 yuan reached 10.4%. The designs and structures of these products have become highly similar, leading to homogenized competition and price wars. Industry insiders note that this reflects the need for improved innovation capabilities in design, structure, and application. For example, while negative ion features are popular, companies must delve deeper into how to genuinely achieve hair care benefits. Simply relying on high speed is no longer sufficient; brands should develop high-speed hair dryers with higher added value to attract consumers.

Innovation is crucial in such a competitive market. Recently, Dyson introduced a hair dryer and straightener combo that claims to "straighten hair while drying wet hair," addressing the user pain point of needing to dry hair before styling. Industry experts confirm that this is a first in the hair dryer industry.

No.2

Advantages and Disadvantages of the Hair Dryer and Straightener Combo

This product has been available for some time, though it may not have immediately launched in China. Dyson's hair dryer and straightener combo (also known as a "hot air brush") was introduced in the US market around July or August last year. Some companies have imported this product from the US for research. Studies show that its structure is similar to mainstream hair dryers, comprising a fan and a motor.

Advantages

From a design perspective, the product breaks away from the traditional appearance of hair dryers and hot air brushes. Traditional hot air brushes are typically round, but this one is flat, resembling a straightening iron. Unlike straightening irons, which use heat to straighten hair, this product uses a high-speed motor to blow hair straight. Despite its thin design, akin to a straightening iron, it boasts a powerful airflow. Overall, the design and internal airflow technology of Dyson's hair dryer and straightener combo may be more advanced. Given its impressive sales performance in the domestic market, analysts predict that this product category will soon become as popular as high-speed hair dryers and automatic curling irons.

Disadvantages

The hair dryer and straightener combo still has several issues to address, such as performance and usability(e.g., high noise levels, difficult operation leading to wrist pain), design and safety (e.g., uncomfortable grip, risk of burns), portability (e.g., bulky size, inconvenient plug design), and effectiveness (e.g., limited to fewer hairstyles, less effective than traditional straighteners, causes static, no significant improvement in hair texture).

Conclusion

To overcome the challenges of intense competition in the high-speed hair dryer industry, companies should not only focus on emerging categories like hair dryer and straightener combos but also consider innovative products like ionic combs and hair growth devices. In the current market environment, companies must both adapt to present demands and plan for the future. They must avoid falling into the trap of vicious competition, invest in product responsibility, and prioritize consumer needs. Companies should adapt to market changes, adjust their products and strategies, and establish consumer recognition amidst fierce competition. Additionally, they should continuously research and understand future consumer demands, prepare for technological advancements, and develop products that meet new consumer needs.