After the success of its smart floor scrubber, Tineco has set its sights on a new track in beauty and skin care

In November 2020, after Qian Dongqi and his team completed comprehensive planning and preparation for Tineco's Double 11 promotion, waiting for a concentrated burst of data became the key for them to feel the market heat of the product and review the brand's growth path.

However, to the surprise of founder Qian Dongqi, the originally expected target of 190 million was finally achieved by Tineco at 410 million. At the same time, the overall growth was more than 40 times compared with last year.

The exponential growth of data has not only allowed Tineco to stand out as a dark horse in the field of smart appliances; the three major product lines of smart vacuum cleaners, smart floor scrubbers, and smart hair dryers have continued to explode in the market, allowing Tineco to gallop along the two new technology tracks of "wireless" and "smart", and its momentum is catching up with Dyson.

Take FLOOR ONE as an example. Before Tineco entered the smart floor scrubber market, the sales of several core brands on Tmall only reached 50 million in 2019. But after Tineco entered the market in March last year, the scale of the entire market quickly expanded to 900 million under the leadership of FLOOR ONE.

At this point, Fuwan became an instant hit.

The key fulcrum for Fuwango's growth is the differentiated technological innovation direction that Tineco has focused on for 23 years based on its deep understanding of product manufacturing, user needs and market trends - using smart living appliances that can think to solve pain points that users have never thought of being able to solve.

This is true whether it is last year's smart vacuum cleaner, smart floor scrubber, and smart hair dryer, the smart food processor launched at the beginning of this year, or the newly launched smart eye beauty instrument, smart hair comb and other new products.

Especially with the prevalence of the "her" economy, the new consumption trend among women is constantly giving birth to and shaping new markets and new economies. The new trends spawned by new consumer brands such as Pop Mart, Heytea, Yuanqi Forest, and Aimei are also supporting an important part of the capital market.

For Tineco, which creates products around the experience of sophisticated people, following the trend of the "her" economy and targeting the strong desire of middle-class women to pursue youth and self-refinement and to pay for beauty, this is undoubtedly an excellent entry point for it to redefine a category again.

In Qian Dongqi's view, sometimes, the key to determining whether a product can be successfully created lies in whether it can identify a unique demand point to enter, dig deep into their unmet demand points, and magnify them to the extreme and do them well, thereby establishing your own firewall boundary.

Therefore, when Tineco tried to redefine a category with new intelligent technologies, it focused on the user experience behind every small demand, dug deep into the pain points of the user group, and polished it to give consumers a completely different experience. This has also become Tineco's long-term value adherence in its products.

Therefore, when we see that Tineco has launched two new smart products in the smart beauty care market: the thinking smart eye beauty instrument - Jiaowan and the thinking smart hair comb - Xiuwan, we can know that Tineco has put a lot of effort into understanding the minds of girls who love beauty.

Focus on new intelligent technologies and redefine the beauty and skin care track

In terms of product functions, Jiao Wan deeply explores the needs of sophisticated and beauty-loving women for firming skin, delaying skin aging, and maintaining a "frozen age" state, and focuses on user problems such as eye bags, edema, fine lines at the corners of the eyes, and dark circles, providing eye skin care solutions with visible effects: Through intelligent detection of eye conditions - skin moisture value, skin elasticity value and other indicators, analyze exclusive skin reports, and intelligently adjust the intensity and duration of care, so as to enhance cell activity, achieve deedema, lift and tighten the skin and other anti-aging effects. In order to enhance the user experience, Tineco has also added humanized designs such as full voice prompts and floating rotating massage heads to Jiao Wan's product functions, making the user experience more comfortable and convenient, thereby bringing an unexpected product experience of "frozen age" starting from the eyes.

Compared with injecting hyaluronic acid, botulinum toxin, face-slimming injections, or applying skin care products such as lotions and essences, the smart eye beauty instrument Jiaowan, as a home care instrument, is not only simple and smart to use, but also has care effects that are visible to the naked eye. It is not difficult for it to continue to be sought after by the vast number of sophisticated women who pursue high quality.

Although there is no doubt that the market for small beauty appliances has huge potential, and beauty instrument products are everywhere, a search on Tmall will reveal nearly a hundred brands on sale, with product prices ranging from a few hundred to nearly ten thousand.

However, not every beauty instrument can intelligently detect skin data like Jiao Wan, and can provide personalized care experience based on bound data feedback. Moreover, with the advent of the Internet of Things era, the update and iteration of technology has also put forward new requirements for the intelligence level of beauty instruments. Therefore, when Tineco entered the category of smart eye beauty instruments, it was actually seizing the new opportunities for intelligent technology transformation brought by the large pool of beauty instrument market, redefining the category with "new technology and new methods" and accelerating the intelligent transformation of the industry. This is also the secret of Tineco's ability to open up new tracks and achieve explosive growth in the fiercely competitive red ocean since its establishment.

As for the market, it actually depends on who can keenly perceive the changes in user needs and market trends, and be the first to use new technologies and new forms to provide users with products with excellent experience. Whoever can achieve growth that exceeds the industry in the competition.

This is exactly what Qian Dongqi, the founder of Tineco, often said, "No matter what, it is crucial to conquer the world with products. But behind the products, there is actually an understanding of business and technology. Therefore, Tineco must always think about what the next market trend is and how to create this trend."

In order to further explore new tracks in the smart beauty care category and improve the layout of high-end smart home appliances, Tineco has also created a smart hair comb, Xiuwan, for exquisite women who love beauty. It adopts a wireless design, has 30-second fast heating, tens of millions of negative ions, 4000mAh battery and other technologies, to meet their expectations of being able to use it whenever they want, combing into shape, and instantly saving their styling, and keeping themselves exquisite at all times. In the category of star products, smart floor scrubbers, Tineco has also made a comprehensive upgrade: launching the "floor cleaning unicorn" smart floor scrubber Fuwan 2.0 and the "whole-house three-dimensional cleaning unicorn" Fuwan Slim, frequently refreshing users' category cognition.

Among them, the smart floor scrubber Fuwan 2.0 is comprehensively upgraded based on intelligent suction, mopping, and one-button self-cleaning, integrating four major cleaning modes in one.

The intelligent electrolytic sterilization mode, the new LCD intelligent animation display, the design of the brush close to the corners, the 35% increase in water endurance, and the nano-silver antibacterial materials perfectly solve the user's pain points. As for the intelligent floor scrubber Fuwan Slim, it realizes three-dimensional suction, mopping and washing from the ground to the whole house, and one-button self-cleaning. In addition to the lighter volume making mopping and sweeping more convenient, the upgraded and expanded water tank makes it possible to wash the whole house with one bucket of water. The breakthrough two-in-one design not only uniquely combines vacuuming and floor washing for the whole house, but also provides an amazing user experience.

In the past year, the intelligent floor scrubber Fuwan has opened up a new market with new technologies such as no-wash, intelligent sensing, and one-button self-cleaning, opening up market space for Tineco. In more than half a year, Fuwan has grown from zero to over 10,000 units per month, firmly occupying the first position in the floor scrubber category on the entire network and becoming a leader in the field.

With the further optimization of the original product reputation and user experience, we have reason to believe that the iterative Fuwan 2.0 and Fuwan Slim will not only refresh users' category perception of floor scrubbers, but will also soon become a new generation of Internet celebrity products sought after by users.

From single point explosion to chain growth

In terms of star products, although Tineco already has the leader of smart floor scrubbers, Fuwan, which has conquered the market at home and abroad, for Qian Dongqi, who is determined to lead the Chinese manufacturing industry to compete with foreign brands, it is inevitable that relying on only one star product to achieve market breakthroughs is still a bit weak. Therefore, while adhering to value creation, constantly expanding new tracks, laying out and betting on the rapid growth of more star sub-products, and then achieving more market explosions to drive the chain growth of the brand, has become the key for Tineco to fight against its strong rival, Dyson, in the high-end market.

Now, judging from the planning and layout of the four new products, Tineco has clearly formed three clear product lines: smart cleaning, smart beauty, and smart kitchen appliances, and has further explored the field of high-end smart home appliances. Although the outside world believes that it took only two years for Tineco to become popular, which was somewhat lucky, Qian Dongqi believes that its explosion was inevitable.