Frost & Sullivan (hereinafter referred to as 'Frost & Sullivan'), based on primary interviews and secondary desk research, released the '2022 China Portable Massage Device Brands Insights Report'.
Total word count: 2,294, Reading time for in-depth understanding: 4 minutes
01
China Portable Massager Industry
Brand Development History Review
In 1996, local brands began to emerge in the Chinese portable massager market. BREEZE, the predecessor of Beilongqing Relaxation, was born and launched a contact-type eye-massage device; in 2000, the Beilongqing Relaxation brand was officially established. The emergence of the Beilongqing Relaxation brand marked the official entry of China's portable massager industry into the path of localized brand development.
Source: Public information, Frost & Sullivan, LeadLeo Research Institute
Entering the 21st century, the trend towards branding in China's portable massage device industry has become increasingly evident. In addition to the emergence of major domestic brands such as Beiliaoqiang, Pan Gao, Kaisheng, Bailingkai, Lefan, and SKG, which focus on portable massage devices, there have also been some well-known domestic and international massage chair brands and home appliance brands that have introduced related portable massage products in the Chinese market. Examples include Aojiahua, Rongtai, Oaks, Panasonic, etc.
02
Four categories of brands enter the market
The trend of local branding in the industry is intensifying.
The brand types of portable massage devices in China can be divided into four categories: portable massage device brands, massage chair brands, internet brands, and home appliance brands. Among them, portable massage device brands include Baidilong, Lefan, and SKG; massage chair brands include Rongtai and Aojiahua; internet brands include NetEase Yanxuan and Xiaomi; home appliance brands include Panasonic and Oaks.
Source: Public information, Frost & Sullivan, LeadLeo Research Institute
The product matrix of portable massage device brands is becoming richer, while traditional massage chair brands generally focus on massage chair products and produce fewer categories of portable massage devices. With the gradual development of the Chinese portable massage device market, internet brands and home appliance brands have entered the market one after another. These two types of brands have attracted a certain consumer base and captured some market share by virtue of their internet communication and operation advantages as well as electronic technology research and development capabilities.
It is worth noting that currently, the development trend of localization in China's portable massage device industry is evident. The first and second tiers are mainly composed of domestic brands, leading the Chinese portable massage device market. Among them, Bileading Relaxation and SKG are portable massage device brands with high market share, showing a significant lead and ranking first in the market.
The Belamcanda brand is positioned in the high-end market, with an average product price above 500 yuan. It has a clear advantage in product research and development as well as innovation capabilities, making it highly competitive. With its profound historical accumulation and solid product R&D technology, in 2021, the Belamcanda brand's market share reached 13.6%, ranking first that year.
Source: Public information, Frost & Sullivan, LeadLeo Research Institute
Although the leading enterprises in the industry have a clear advantage, due to the diverse categories and product forms of portable massagers, coupled with the relatively low technical barriers for small massage products, they have attracted a large number of market participants. Overall, the market concentration in the industry was still low in 2021, with the market being relatively fragmented. The CR3 (market share of the top three companies) was about 29%, the CR5 (market share of the top five companies) was about 33%, and the CR10 (market share of the top ten companies) was less than 40%.
03
Intelligent and youthful products
Become the main development trend of the brand
More intelligent products offer consumers a better massage experience:Against the backdrop of more diversified and specific consumer demands for portable massagers in China, the technology used in portable massagers is continuously evolving and improving. This has led to an intelligent development of portable massage products. At the same time, consumers' usage experience is also being continuously optimized.
Taking the BeReo Neck 5 neck massager as an example, it utilizes the 'True Rubbing' technology. Relying on B-Tech bionic massage hand technology and a precise brushless motor transmission system, it achieves more precise and sustained pressing. It continuously outputs force, truly restoring the tactile sensation of fingers and the temperature of the palm, solving the pain point of poor massage techniques in previous products and effectively enhancing the muscle relaxation and soothing effect. Another example is the climbing high electric pulse heat therapy shoulder and neck massager. It has been upgraded from manually adjusting temperature settings to automatic control of heating temperature through infrared heat therapy technology and an intelligent temperature sensing chip, bringing consumers a more convenient usage experience.
Breo Neck 5, a neck massager from Baelexiang
Post-90s and post-95s have become the main consumer group for portable massage device products, and brands are accelerating product iteration and updates to cater to the younger consumer market:With the rapid development of society, more young people are engaged in fast-paced work and life, and an increasing number of them are in a sub-healthy state. Young consumers' awareness of health is also continuously rising. According to data from Aming Business Intelligence, in 2022, the consumer age group for portable massagers on JD.com's online platform was mainly concentrated between 35 years old and below, with a relatively obvious trend of 'youthfulness' among consumers.
Source: Public information, Aiming Business Intelligence, Frost & Sullivan, LeadLeo Research Institute
Meanwhile, portable massage device brands are also accelerating the pace of iterative innovation to cater to the younger market. The product categories of portable massage devices are continuously enriching, the technical level is constantly improving, and the product functions are constantly increasing to meet the diverse massage and relaxation needs of young consumers.
In terms of product design, the products have become more lightweight, minimalist, and visualized. In terms of product functionality, intelligent products such as AI voice interaction and mini-programs' smart control are becoming increasingly prominent. In terms of product marketing, portable massager brands have started to create traffic IPs, using the model 'IP + product + brand' to build a cultural image for the younger generation.
Source: Public information, Frost & Sullivan, LeadLeo Research Institute
Based on research results into the Chinese portable massager industry and various brands, Frost & Sullivan has confirmed that Bélibaby is the first Chinese brand to launch a portable massager.
Bailong'an was established in 2000 as an innovative enterprise integrating R&D, production, and sales. Bailong'an focuses on innovative R&D, combining traditional Chinese massage concepts with modern technology to create intelligent portable massagers and related categories centered around the head, eyes, neck, scalp, moxibustion, etc. Bailong'an develops products around the idea of hand massage, using techniques such as acupoint massage, pinching, kneading, and hot compresses to provide users with a more convenient and comfortable massage experience.
Source: Public information, Frost & Sullivan, LeadLeo Research Institute
Traditional Chinese Medicine (TCM) and modern technology empower products, which build brand value: Bairen uses its core technology 'True Kneading' to combine massage experience with TCM theory and modern technology. It explores effective integration points between modern technology and the ancient TCM method of 'biān jiǔ yīn', delivering a healthy and balanced lifestyle and philosophy through portable massage products with Eastern aesthetic characteristics. Empowered by unique technology, Bairen products strive for excellence, have won multiple international awards, and effectively implement their brand mission in practice.
Source: Public information, Frost & Sullivan, LeadLeo Research Institute
