Lift table official report

4. Intelligent exploration, herstar brand opens a new chapter of Intelligent Lifting Table. Multi-terminal interconnection and voice control make electric lifting table enter the ranks of intelligent home, and also become a new direction for the development of electric lifting table industry.

01 Electric lifting desk to meet the new needs of consumers sitting and standing alternate office
Lifting table as the name suggests is the desktop height within the allowed range can be freely adjusted table, electric lifting table is to increase the motor driven table leg telescopic to change the height of the desktop. The electric lifting table can do the alternating sitting and standing office, its advantage is that no matter you grow tall or short, can adjust to their most comfortable height, unlike the traditional desk, the user can only passively adapt to the height of the desk. Therefore, the electric lifting table can prevent the occurrence of spinal occupational diseases and alleviate the pain of spinal diseases, which has become the main reason for consumers to pay for the electric lifting table.
Photo source: Tmall flagship store of Music
According to Magic Mirror Market Intelligence, electric lifting table has been growing at a high speed in 2022. In January 2023, although the growth rate has slowed down somewhat, it still performs well in the category of residential furniture > table in Tmall Taobao market. While other table products show a negative growth trend, electric lifting table still maintains a growth rate of 46.6%.
The electric lifting table was put online on Tmall Taobao in early 2021, but it was not popular. In October of the same year, Mr. He, the master of Digital up, implanted the new products of Le Ge in a live broadcast, bringing the electric lifting table into the public eye. In recent years, under the blight of the epidemic, consumers are paying more and more attention to their health conditions, and the electric lifting table plays an important role in preventing the occurrence of spinal occupational diseases, which has become a new driving force for the growth of electric lifting table.
Data source: Magic Mirror Market Intelligence
02 Major brands have entered the game, electric lifting table market table competition intensifies
In 2022, the electric lifting table has taken shape in China, while maintaining a high growth rate, but the industry barriers are low and it is relatively easy to enter, which also attracts a large number of brands to enter, leading to intensified industry competition in the short term. According to Magic Mirror Market Intelligence, as of January 2023, the number of active brands (brands that do not have zero sales this month) on Tmall Taobao market has reached 165, an increase of 88 compared with January 2022; In January 2023, the CR5 of Tmall Taobao electric lifting table market was 38.5%, down 20.4 percentage points compared with January 2022, and the market tended to be dispersed.
Data source: Magic Mirror Market Intelligence
Data source: Magic Mirror Market Intelligence
Among the new brands, Puglix performed best in January 2023, ranking fourth with sales of 1.033 million yuan. But from the perspective of products, single motor, double single-machine drive, carbon cold-rolled steel table leg is also the material used by most brands, desktop using P2 density board, similar to other brands, the product is lack of innovation.
Photo source: Tmall Pugliesiqu Store
Product homogeneity is serious, DIY electric lifting table has become a new choice for consumers
Although Le Ge is the industry leader and has certain advantages in brand awareness and market share, its product innovation is not active, which is not beneficial to its brand development. The sameness of products makes it difficult for consumers to find bright places and more novel experiences. At the same time, when the income is expected to decline, consumers will choose more cost-effective products, which limits the development speed of Le Ge brand. According to Magic Mirror Market Intelligence, in January 2023, the sales volume and sales volume of Lege electric lifting table showed a trend of double decline in the Tmall Taobao market. Its sub-brand fistand is mainly cost-effective, and the market sales situation is not good. In January 2023, the sales volume of the electric lifting table on the Tmall Taobao market was 1.425 million yuan, down 1.4% year on year, and the sales volume of fitstand also showed a negative growth of 5.5%.
Data source: Magic Mirror Market Intelligence
In the case of insufficient brand innovation and rising prices of finished products, DIY electric lifting table has become a new direction of brand power. Consumers need value-for-money products and brands need new growth opportunities.
DIY electric lifting table refers to the electric lifting table which consumers buy the legs and table top by themselves and then assemble themselves. Consumers can choose the table leg material, height, color and so on according to their preferences, with their favorite desktop material, color, shape design, so that the electric lifting table more fit their aesthetic, and simple installation; In addition, the price of a single table leg is about 1000, with solid wood panel, 1500 can be assembled into the market price of about 2000 products, economic benefits, and do it yourself can increase the sense of gain, achievement. Therefore, DIY electric lifting table has become a new choice for young people.

04 Intelligent exploration, herstar brand opens a new chapter of intelligent lifting table
The DIY trend of electric lifting table stimulates the market consumption, in order to avoid homogenized competition, many brands have begun to explore new, but most of the brand product upgrade focused on the number and durability of the motor, desktop shape and product use scenario, in the intelligent control, multi-terminal interconnection has achieved less brands.

05 Summary
From the current product function, multi-motor lifting is more stable, longer service life, is becoming the main product; In terms of usage scenarios, working at home and studying are still the main forces, and office scenarios are on the rise. In terms of operation mode, push-button is still the main force, and mobile phone interconnection operation is emerging, in which voice control has become a feature.
In the future, driven by consumer demand, in addition to the electric lifting table use scene innovation, product multi-terminal interconnection let the industry have a new direction of development. Under the background of the Internet of everything in the smart home, the development of the electric lifting table industry has created more imaginative space.