A man’s dignity in China starts with bidding farewell to stubble.

Title: Image Generated by AI

The history of portable electric shavers in the Chinese market is not very long.

In 2017, with various products being available on e-commerce platforms, more Chinese people have gained a basic understanding of the category of portable electric shavers.

"The in-depth analysis and future prospects study report on the current situation of the portable electric shaver industry in China (2022-2029)" shows that against the backdrop of relatively weak growth in the home appliance market itself, the growth of electric shavers is relatively stable, with portable (defined as handheld by adult males) electric shavers becoming a highlight of the growing trend."

Portable shavers have shown a rapid growth trend within the past few years, partly benefiting from the emergence of the domestic "male economy." Also, in 2017, the Boston Consulting Group and Ali Research Institute released a report on "New Trends in Chinese Consumerism: Three Major Driving Forces Shaping New Consumer Groups in China," which pointed out that both online and offline, Chinese male consumers have increased significantly, and the variety of goods they consume has become more diverse.

This prediction has been confirmed in the past two years. In the "Big Data Analysis Report on the Regional Development of E-Commerce in China" released by the International Trade and Economic Cooperation Research Institute of the Ministry of Commerce, it is shown that in 2023, the proportion of male consumers in various product categories online is higher than that of female consumers.

Portable shavers in China started from e-commerce, and nowadays online channels have become the main distribution channel. The increasing diversity of male personal consumption plays an indispensable role in this trend. Today's male consumers value personal grooming, fashion, and skincare. According to QuestMobile's statistics this year, fashion and quality have become common preferences for male users across different age groups.

The picture was generated by AI.

No matter if it is a business trip, outdoor sports, or a long journey, shaving should not be a conflict. Therefore, Chinese men who are increasingly valuing fashion and experience have an increasing demand for portable shavers. Unfortunately, portable shavers have not been around for long in China, and there are still many male consumers who have not purchased a dedicated portable shaver for themselves. In news reports and short videos related to outdoor activities and travel, we can still see male users with stubble due to not shaving for a long time.

Even some celebrities have similar experiences, such as a certain Asian Games DOTA2 champion, who once didn't shave the entire game during an overseas competition in 2018 and earned the nickname "Changping Wild Man".

Why are there still some men who do not shave when they go out, even though portable shavers are available on the market? This can be traced back to the "divergence" in the development of portable shavers in China.

Strong e-commerce imprint, without considering the usage habits of the Chinese market.

Portable electric shavers are born in e-commerce, grow in e-commerce in China, benefiting from the rapid growth and Matthew effect of e-commerce, while also leaving some inherent risks of e-commerce channels.

When the first generation of portable shaving products was launched in China in 2017, e-commerce became the main channel for promoting portable shaving. Platforms like Mijia were early strongholds for portable shaving products in China. This naturally allowed portable shaving products to enjoy the convenience of youth, fashion, and technology, quickly expanding their reach among young people and technology enthusiasts. However, it also made this category appear lacking in accumulation and substance.

Whether in 2017 or 2024, when searching for "portable razor" on various major platforms, we can easily find that despite having multiple brands and models to choose from, the overall price of portable razors in this category is relatively low, even generally lower than non-portable electric razors. In addition, although some portable razor products are sold in the form of gift boxes or labeled as "recommended for gifts," when compared to high-end non-portable electric shavers that cost thousands of yuan, they still appear relatively delicate and compact. In China, where male consumers are highly differentiated and user profiles are extremely diverse, portable razors still carry a sense of being a "pioneering product" from the moment they were introduced, which is somewhat regrettable.

Fortunately, this type of issue is gradually improving. On October 13, 2024, international brand Philips launched the Philips Pebble Portable Shaver (referred to as "Philips Pebble"), which not only caters to the Chinese market but also incorporates Philips' "Micro Lift Cut" technology from its thousand-yuan level products, bringing a more comprehensive solution to the portable shaver family.

Is there really such a thing as "cheap and good" in the world? Consumers will naturally view new products with a comparative eye. These new portable razors, which are both cheap and portable, may be slightly inferior in performance to traditional electric shavers. Will they not shave cleanly or even harm the skin? After all, they are personal hygiene products that come in direct contact with the body, so consumers have doubts, which is perfectly normal. Portable razors, limited by their lower price range, may bring in high traffic in the short term, but in the long run, it is not conducive to opening up a broader market.

In addition, due to the rapid growth of the emerging market, various brands have flooded in. In the young portable shaving field, some noise has emerged. The usual styles of portable shavers are cylindrical, card-shaped, and disc-shaped. However, in order to create differentiation and attract attention, various fancy portable shavers keep emerging, just like another type of portable men's product - lighters, with all sorts of decorative designs such as weapon shapes and sports car shapes.

This kind of new product certainly opens up consumers' horizons, but because the design cannot withstand the test of time, it has also left a negative impression on some consumers. Are portable devices useful at all, and what are they used for? This thing looks so trendy, is it meant to be taken out or kept in a display case? Is a portable shaver just for show, and is it not actually very effective for shaving?

High cost performance and diverse designs are the benefits of portable electric shavers born in China's e-commerce industry, but their lingering shadows are a sense of cheapness and exaggerated style. Portable electric shavers need some products with "hard power," to clearly define their purpose of use, and to reassure male users who hesitate about buying a "second razor" for themselves.

And the Philips Pebble Portable Shaver is designed for this purpose.

Portable shavers need to be all-rounders.

The reason why Philips introduced the Philips Pebble portable shaver two years after preparation was to meet consumers' pursuit of quality and versatile grooming in various scenarios. Typically, consumers will prepare a daily shaver at home, which can be high-end and well-established. It should feel quality and value when held in hand, and should work without any hindrance.

But as men's demand for grooming in travel scenarios continues to grow, men are also starting to seek high-quality portable razors. Such portable razors should be youthful, exploratory, able to meet a range of needs such as travel, cycling, outdoor activities, while still providing the same comfortable and clean shave as razors at home.

Philips claimed at this new product launch event that it was specifically designed for the Chinese market. It is based on big data of Chinese males, making it more in line with the facial and hand characteristics of Chinese males, providing a more comfortable shaving or holding experience.

The professionalism and "value sense" of the Philips Cobblestone shaver are based on the accumulation of technology from the technology giant Philips. This is the first portable shaver that applies Philips' "Micro Lift Cut" technology in the thousand-yuan level electric shaver category, introducing a high-end shaving experience in the portable field. Moreover, its toughness is also reflected in the product quality: waterproof, resistant to extreme temperatures from -25°C to 60°C, as well as more rigorous drop tests, all making the Philips Cobblestone shaver more rugged, more "manly," and suitable for a variety of travel scenarios.

Micro Defining Technology

For the main audience of portable electric shavers, young people, the "Pebble" design does not appear old-fashioned, but exudes a strong sense of style. The color choices of Extreme Black, Glacier Silver, Misty Blue, and Sunshine Gold all have a distinctive outdoor feel. Unlike other brands that only focus on clean shaving, Philips pays great attention to consumers' user experience and health. The design of its rotary 3D floating blade not only allows for a cleaner and more efficient shave, but also better fits the contours of the face, reducing skin damage caused by friction. Users with sensitive skin can also use it without worry, making a wider range of consumers feel more comfortable.

"We are a health technology brand, not only concerned about whether everyone can shave cleanly, but also about whether everyone can shave healthily," Philips said after the press conference.

Undeniably, the launch of the Philips pebble shaver in China has some significance of being a latecomer in the portable shaving market. However, the uncompromising product development results in a versatile choice that balances portability and clean shaving, caring for men's skin health, and being a hardcore companion for travel. A product that has stood the test of time, just like its namesake "pebble". In the future, recommending a portable shaver to others can break free from the stereotype of "cheap small shavers" and can be described as "portable shaving technology suitable for complex outdoor scenarios".

It still needs to be a big company. Is there already a better version of the portable shaver?

It means "both the 'second cut' and the second growth curve of Philips".

Philips pebble is not a low-end product. In today's market where prices have long been soaring, why is it ahead of its time? Because Philips has grasped the essential attributes of being the "second knife".

Chinese men who purchase portable razors do not just use them for the sake of portability. In other words, if they prioritize convenience, it may be more cost-effective to shave at home. This is not an uncommon choice either. If a man needs to pay attention to his appearance during business trips or travels, the ultimate price advantage of the second razor is not the most important attribute. After all, the razor may not always be used in a hotel room. In some cases, it may need to be used in more public situations, even in front of less familiar people. Portable razors not only meet the need for portability but also imply social needs. Therefore, the product value becomes a kind of "social currency."

For business elites, bachelors, stylish silver-haired gentlemen, or any young men in second-tier cities and above who care about beauty and skincare, and enjoy sports, a "second shaver" not only needs to be portable and efficient in shaving but also needs to be presentable. Whether dressed in suits or outdoor gear, whether on the grass in the evening or at the top of the mountain in the morning, pulling out an obscure portable shaver might not quite match the setting. For a product to be "presentable", it not only needs a well-thought-out design but also hardcore product features (waterproof, cold-resistant, durable), and most importantly, the brand reputation behind it.

Philips as a health technology brand demonstrates its advantages here. Philips' electric toothbrushes, air fryers, and other technological products have made it onto various Chinese e-commerce lists, representing fashion and tech. On the other hand, Philips' non-portable electric shavers have also been quite popular in the Chinese market, being a choice for high-end business people.

After observing portable shavers for several years, Philips, which has always been attentive to functions, style, and branding for these consumers, has launched products that not only have functional value but also emotional value, as indicated in the title. Releasing cutting-edge new products before the Import Expo also expresses Philips' determination to continue deepening its technological innovation in the Chinese market.

And for Philips itself, a portable shaver that fills a market gap has also driven the second curve of men's grooming products. Especially in the current sluggish growth trend in the electric shaver market, it is time to explore new demands.

Philips' cobblestone is a more comprehensive benchmark product, and it also represents a new round of popular science for consumers and the industry. It's quite attractive to engage in this business aimed at young people's mentality.

Special plan.