I. Gift-boxing: From "Single Product Sales" to "Gift Sets" to Boost Product Premium
Traditional nail clippers are mostly sold as single unpackaged items, with an average price of less than 10 yuan. However, gift-boxing has restructured product value. Jian Yueli, an emerging brand, launched the "Light Luxury Care Gift Set," combining nail clippers with cuticle pushers, nail files, and portable storage bags. Paired with a gift box featuring gold stamping and embossing, it focuses on the dual scenarios of "daily care + holiday gifting." Despite its price jumping to 69 yuan, it still achieved sales of over 100,000 sets within three months of launch. Yangjiang Knife & Scissors, a leading enterprise, even collaborated with intangible cultural heritage inheritors to launch the "Filigree Enamel Gift Set," which contains nail clippers with custom patterns. As a city souvenir, it has entered cultural and tourism stores, with a premium rate 80% higher than that of ordinary gift boxes. Data shows that in 2025, nail clipper brands offering gift-boxed products have a 45% faster revenue growth rate than those selling only single items. Gift-boxing has become a key path for brands to increase average transaction value.
Scenario-based design has transformed nail clippers from "universal tools" to "scenario-specific products," accurately addressing the pain points of different groups. For the maternal and infant scenario, Baojianle developed curved round-tip nail clippers, with the blade wrapped in soft rubber to avoid scratching babies’ delicate skin. Equipped with a "night fluorescent storage box," it solves the problem of parents being unable to see clearly when cutting nails at night. This product has achieved a 23% market share in maternal and infant channels. For business travelers, Bianxie launched foldable nail clippers the size of a credit card, only 5mm thick, which can fit into a wallet and has a built-in mini nail buffer. After its launch, it quickly became the first choice for business travelers, with monthly sales exceeding 50,000 units. In addition, scenario-based products such as "labor-saving anti-slip nail clippers" for the elderly and "pet-specific nail clippers" for pet owners have all achieved year-on-year growth of over 30%. Scenario-based design has become a core strategy for brands to tap into incremental markets.
Nail clipper customization has become an important means for brands to attract users and enhance stickiness, covering both corporate and personal needs. On the corporate side, Jiangjianji launched corporate customization services, which can laser-engrave brand logos on the body of nail clippers and match them with corporate-colored gift boxes. These have become employee benefits and customer gifts in the catering and beauty industries. By 2025, it has served over 500 enterprises, with customized orders accounting for 35%. On the personal side, the brand Jianyijia launched a "personalized customization platform," allowing users to choose the color of nail clippers, engraved content, and even customize exclusive totem patterns. For example, it designed "couple nail clippers" for couples, engraved with their anniversary dates. The repurchase rate of this customized series reaches 40%, far higher than the 12% of ordinary products. Nail clipper customization not only meets users’ personalized needs but also helps brands stand out in homogeneous competition, becoming a "new code" for driving growth.
Gift-boxing enhances product value, scenario-based design taps into niche needs, and customization builds differentiated competition. The three work together to drive the nail clipper industry from "low-price involution" to "value competition." In 2025, brands that have mastered these three growth codes will account for a total market share of over 60% in the 18-billion-yuan nail clipper market. In the future, with the further upgrading of consumer demand, the in-depth integration of gift-boxing, scenario-based design, and customization will continue to bring new growth space for nail clipper brands and provide a direction for the high-quality development of the industry.
