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Household Appliances - China - August 2018

“The household appliance market is moderately growing in China, reflecting a steady economic status and a growing housing market. The healthy financial condition allows consumers to build a more relaxed and cosy environment at home, hence improving the quality of life works as the top trigger and motivates them to adopt more advanced appliances (eg air purifiers and electric ovens have been widely owned by about half of surveyed urban consumers).”
– Jessica Jin, Associate Director of Research

This report looks at the following areas:

  • Chinese consumers’ adoption of niche household appliances
  • Online purchase of household appliances
  • Influence of new retail on kitchen appliances’ selection

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
          • Subgroup definitions (by Monthly Household Income)
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of total value sales of household appliances market, China, 2013-23
              • Companies and brands
                • Figure 2: Market share of top household appliance companies, China, 2016 and 2017
              • The consumer
                • Penetration of air purifiers almost catches up that of wall/tower air conditioner
                  • Figure 3: Household appliance ownership, April 2018
                • Almost half of consumers have an electric oven at home
                  • Figure 4: Kitchen appliance ownership, April 2018
                • Don’t belittle the motivation of improving life quality
                  • Figure 5: Top two reasons for purchasing niche appliances, April 2018
                • The battle between online and offline
                  • Figure 6: Online vs offline, April 2018
                • After-sale services matter most for online shopping
                  • Figure 7: Criteria of online purchase, April 2018
                • 50% say fresh supermarket is their main channel for purchasing food
                  • Figure 8: Cooking and dietary habits – main channel for purchasing food, April 2018
                • What we think
                • Issues and Insights

                  • Chinese consumers’ adoption of niche household appliances
                    • The facts
                      • The implications
                        • Figure 9: JD Air Restaurant, China, June 2018
                      • Online purchase of household appliances
                        • The facts
                          • The implications
                            • Influence of new retail on kitchen appliances’ selection
                              • The facts
                                • Figure 10: Kitchen appliance ownership, by main channel for purchasing food, April 2018
                              • The implications
                                • Figure 11: Delivery robot, China, 2018
                            • The Market – What You Need to Know

                              • A category showing moderate growth
                                • Demands in lower tier cities
                                  • Good financial status and housing market are main forces
                                  • Market Size and Forecast

                                    • Household appliance market maintains steady growth
                                      • Figure 12: Best- and worst-case forecast of total value sales of household appliances market, China, 2013-23
                                    • Different focus in urban and rural areas
                                      • Figure 13: Ownership of household appliances, by location, China, 2013-16
                                  • Market Drivers

                                    • Increasing disposable income
                                      • Figure 14: Per capita disposable income, by location, China, 2013-16
                                    • A steadily rising housing market
                                      • Extreme weather pushes consumption
                                        • Figure 15: National highest temperature during July 5-24, China, 2017
                                      • Demand for more eco-friendly appliances
                                        • Boosting online channel
                                          • Evolving dietary habit
                                          • Key Players – What You Need to Know

                                            • A less fragmented market
                                              • Smart home is a future trend
                                              • Market Share

                                                • Big players encroach on market share further
                                                  • Figure 16: Market share of top household appliance companies, China, 2016 and 2017
                                                • Midea
                                                  • Figure 17: Midea M-BOX cooking robot, China, 2017
                                                • Gree
                                                  • Figure 18: Gree conference of ‘revolution of energy-saving’, China, 2018
                                                • Haier
                                                  • Figure 19: Casarte C6 washer, China, 2018
                                                • Xiaomi
                                                  • Figure 20: Internal documentary of 8 years’ start-up of Xiaomi, China, 2018
                                                  • Figure 21: Xiaomi’s new launch of air conditioner, China, 2018
                                              • Competitive Strategies

                                                • Smart home
                                                  • Figure 22: Fotile FIKS, China, 2018
                                                • Co-created model for big e-commerce platforms
                                                  • Figure 23: Gree Kinghome 286 fridge, China, 2018
                                                • Riding on buzz
                                                  • Figure 24: Vatti refund notice of World Cup campaign, China, 2018
                                                • Sentiment connection with appliances
                                                  • Figure 25: First episode of Haier TVC ‘Home Appliance in Love’, Japan, 2018
                                              • The Consumer – What You Need to Know

                                                • Air purifying is of importance, especially for households with kids
                                                  • 44% have an open kitchen
                                                    • Importance of ‘improving life quality’
                                                      • Compare price online and buy offline
                                                        • Besides after-sale service, consumers in tier one cities want to read buyers’ reviews
                                                          • Diversify fridge functions to target high incomers with different dietary habits
                                                          • Household Appliance Ownership

                                                            • Over half of households have an air purifier at home…
                                                              • Figure 26: Household appliance ownership, April 2018
                                                            • …with a significant differentiator by income level
                                                              • Figure 27: Household appliance ownership, by monthly household income, April 2018
                                                            • Sweeping robots present more in higher-income households
                                                              • Build a better environment for children
                                                                • Figure 28: Household appliance ownership, by presence of children, April 2018
                                                              • Penetration opportunity in lower tier cities
                                                                • Figure 29: Household appliance ownership, by city tier, April 2018
                                                            • Kitchen Environment at Home

                                                              • Overview of Chinese urbanites’ kitchens
                                                                • Figure 30: Cooking and dietary habits – kitchen environment at home, April 2018
                                                              • Open kitchen represents a modern kitchen style
                                                                • Figure 31: Cooking and dietary habits – kitchen environment at home, by select demographics, April 2018
                                                            • Kitchen Appliance Ownership

                                                              • Opportunities still left for common kitchen appliances
                                                                • Figure 32: Kitchen appliance ownership, April 2018
                                                              • Is electric oven niche?
                                                                • Dishwasher and coffee machine are differentiating most between closed and open kitchens, rather than electric oven
                                                                  • Figure 33: Kitchen appliance ownership, by kitchen environment at home, April 2018
                                                                • Microwave is as necessary as rice cooker to affluent households
                                                                  • Figure 34: Kitchen appliance ownership, by monthly household income, April 2018
                                                                • Versatility of microwave does not dampen the growth of an electric oven
                                                                  • Figure 35: Ownership of electric oven and streamer, by total and microwave owner, April 2018
                                                                • Having baby pushes consumers to add kitchen appliances, particularly juicer/hand blender
                                                                  • Figure 36: Kitchen appliance ownership, by presence of children, April 2018
                                                                • Kitchens are equipped alike across city tiers
                                                                  • Figure 37: Kitchen appliance ownership, by city tier, April 2018
                                                              • Reasons for Purchasing Niche Appliances

                                                                • Improving life quality emerges as the top motivator
                                                                  • Figure 38: Top two reasons for purchasing niche appliances, April 2018
                                                                • Which appliances make affluent households feel life quality improved most?
                                                                  • Figure 39: Purchasing niche appliances to improve life quality, by monthly household income, April 2018
                                                                • Which appliances improve life quality for consumers in different city tiers?
                                                                  • Figure 40: Purchasing niche appliances to improve life quality, by city tier, April 2018
                                                                • Energy/time saving matters more for sweeping robots and dishwashers
                                                                  • Figure 41: Reasons for purchasing sweeping robot and dishwasher, April 2018
                                                                • Electric oven, blender and washer dryer can target consumers expecting to have more functionalities
                                                                  • Figure 42: Reasons for purchasing electric oven, blender and washer dryer, April 2018
                                                              • Online vs Offline

                                                                • Still used to in-store shopping
                                                                  • Figure 43: Online vs offline, April 2018
                                                                • Who are more likely to shop online?
                                                                  • Figure 44: Online store as first choice for purchasing household appliances, index against total, by select demographics, April 2018
                                                              • Criteria of Online Purchase

                                                                • After-sale service is the most important factor of online shopping
                                                                  • Figure 45: Criteria of online purchase, April 2018
                                                                • It can still appeal to broader consumers without price competition
                                                                  • Figure 46: Criteria of online purchase – TURF analysis, April 2018
                                                                • Buyers’ reviews play a more critical role for consumers in tier one cities
                                                                  • Figure 47: Criteria of online purchase, by city tier, April 2018
                                                              • Cooking and Dietary Habits

                                                                • Taking cooking responsibility when getting mature
                                                                  • Figure 48: Cooking and dietary habits – responsible people for cooking at home, by age and city tier, April 2018
                                                                • Supermarket/hypermarket is the top channel for buying food instead of food market
                                                                  • Figure 49: Cooking and dietary habits – main channel for purchasing food, April 2018
                                                                • Skincare products are saved in fridge as well
                                                                  • Figure 50: Cooking and dietary habits – items saved in refrigerator, April 2018
                                                                • Different layouts in fridge by region
                                                                  • Figure 51: Cooking and dietary habits – items saved in refrigerator, by region, April 2018
                                                                • High-income households demand more separated areas in fridge
                                                                  • Figure 52: Cooking and dietary habits – items saved in refrigerator, by monthly household income, April 2018
                                                              • Meet the Mintropolitans

                                                                • Air purifier becomes a necessity for Mintropolitans
                                                                  • Figure 53: Household appliance ownership, by consumer classification, April 2018
                                                                • Mintropolitans skew to Western kitchen style
                                                                  • Figure 54: Cooking and dietary habits – kitchen environment at home, by consumer classification, April 2018
                                                                  • Figure 55: Kitchen appliance ownership, by consumer classification, April 2018
                                                                • Mintropolitans are keen to compare price online but are not much different on online purchasing from others
                                                                  • Figure 56: Online vs offline, by consumer classification, April 2018
                                                              • Appendix – Market Size and Forecast

                                                                  • Figure 57: Total value sales of household appliances market, China, 2013-23
                                                              • Appendix – Methodology and Abbreviations

                                                                • Methodology
                                                                  • Fan chart forecast
                                                                    • Abbreviations

                                                                    Household Appliances - China - August 2018

                                                                    US $4,460.00 (Excl.Tax)