Deerma is a brand from China, although they have been selling goods to markets outside China on a large scale since 2019. But like other Chinese brands, their overseas business is still in its infancy. So there are few stories about Deerma in the English-speaking world.
Deerma is a small household appliance manufacturer in China, founded in 2011. Compared with other Chinese electrical brands, such as Hisense, Midea, and Gree, it is still very young. But in the past few years, it has made some achievements. Moreover, it is becoming more and more popular with consumers in China.
The main commodities of Deerma are called “small household appliances” in China, corresponding to “large household appliances” such as refrigerators, washing machines, air conditioners, and televisions. Some changes have taken place in this market in the past few years.
When Deerma decided to sell fabric shavers, the annual sales of fabric shavers in the Chinese market had already reached 40 million units. This means that the market has been occupied. But no consumer can remember any fabric shaver brand. They just buy some cheap products, at random. If the quality is bad, they will buy another one. These fabric shavers have no well-known brands or even no brands.
Deerma wanted to change that, so instead of buying the general design from the public market in the industry when they produced the fabric shaver, they designed their own fabric shaver from scratch. At the same time, they investigated the common fabric shaver in the market. They also improved several defects. So, it made Deerma’s product quickly stand out among similar ones.
Deerma mainly sells humidifiers, fans, vacuum cleaners, dehumidifiers, and juicers in China. None of these product categories are as new as iPhone or Airpods, and they have been with consumers for decades or hundreds of years. As a result, many of the brands that produce these appliances are trapped in a never-ending price war.