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The portable razor market in China is undergoing significant transformation, driven by cultural tourism, technological innovation, and shifting consumer preferences. This article delves into the market’s current state, the rise of portable razors, competitive dynamics, emerging trends, and future prospects.
Table of Contents
- Market Overview
- Rise of Portable Razors
- Competitive Landscape
- Innovation and Trends
- Future Outlook
1. Market Overview
From 2020 to 2023, China’s electric razor market enjoyed steady growth, according to XIRUI’s data. However, 2024 marked a turning point, with online retail sales of portable razors dropping to 8.6 billion yuan—a decline of 8.1% year-over-year—and retail volume falling to 56.19 million units, down 9.5%. Despite this downturn, a key positive trend emerged: a surge in domestic tourism. In 2024, domestic tourist numbers climbed to 5.615 billion, up 14.8% from 2023, with total spending reaching 5.75 trillion yuan, a 17.1% increase. This travel boom has bolstered demand for portable, travel-friendly products like razors.
2. Rise of Portable Razors
Portable razors have emerged as a market favorite, thanks to their compact design and convenience for on-the-go use. XIRUI reports that these products have seen consistent growth for 44 years, achieving a 25.3% share of online retail sales in 2024. Among the top 20 razor models, six are portable variants. While growth in traditional e-commerce channels has slowed, platforms like Douyin (China’s TikTok) are unlocking new opportunities, appealing to a younger, digitally engaged audience.
3. Competitive Landscape
The portable razor market is a battleground for diverse brands, categorized into three groups:
- International High-End Brands: Philips and Braun lead the premium segment with advanced technology and global brand equity.
- Domestic Traditional Brands: Feike and XIRUI thrive by offering affordable, market-savvy products tailored to Chinese consumers.
- New Cross-Industry Players: Xiaomi and Skyworth are shaking up the market. Skyworth, a home appliance giant, has sold over 10 million portable razors, leveraging R&D and supply chain strengths. Its Yuan Shi, Super Run, Traveler, and Light Sword series stand out for quality and innovation, resonating with young buyers. Skyworth’s success on Douyin highlights its knack for aligning products with digital trends.
4. Innovation and Trends
The portable razor industry is buzzing with innovation, driven by consumer demands for personalization and advanced functionality.
- Personalized Designs: Young consumers are fueling a wave of unique razor designs, from co-branded limited editions with popular IPs to models featuring transparent bodies and vibrant lighting effects.
- Intelligent Features: High-end razors now boast smart sensors that adjust to beard density and app connectivity for customized shaving, enhancing user experience and opening doors to value-added services.
- Skin Health Focus: As men prioritize skin care, razors designed for sensitive skin and multi-functional grooming kits—integrating shaving, cleansing, and trimming—are gaining traction.
- Gifting Appeal: Portable razors are a hit in gifting scenarios, especially during holidays like Father’s Day and Valentine’s Day. Skyworth’s Meizu series, ranking in Xiaohongshu’s top three, exemplifies this trend, with brands enhancing packaging for a premium feel.
5. Future Outlook
The portable razor market holds immense potential as consumer needs evolve and technology advances. Brands must adapt by:
- Monitoring market shifts and investing in R&D to stay ahead.
- Enhancing product innovation to meet diverse demands.
- Strengthening competitiveness through unique branding and emerging channels like Douyin.
An XIRUI analyst predicts that these efforts will propel the industry into a new phase of growth, capitalizing on travel trends and technological breakthroughs.
Portable razors:
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6.Conclusion
Despite recent challenges, the portable razor market in China is poised for a bright future. Cultural tourism, innovative designs, and strategic brand moves are key drivers, ensuring that portable razors remain a staple in the evolving world of personal grooming.
