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Executive summary
- Key topics covered in this Report
- Definitions
- What you need to know
- The market
- Market factors
- Consumer insights
- Consumer demand outlook
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The market
- Market factors
- Macroeconomic factors
- State subsidies for home appliances continue to drive the cleaning appliance market in a positive direction
- Unleash the potential of trading up in household cleaning appliances
- Graph 1: plans to spend more on the home (furnishing, home appliances, furniture) in the next three months, 2024-25
- Graph 2: confidence index* for improved financial situation in the next three months, 2023-25
- Cleaning appliances are moving from single functions to smart integration, on a mission to liberate users
- Specialised brands face off with all-rounders, yet competition helps the whole industry move forward
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The consumer
- Summary
- Easy maintenance, all-round cleaning performance key to winning hearts and minds
- Air quality, floor care key focus areas in household cleaning
- Graph 3: ownership of cleaning appliances, 2025
- Demand strong for new purchases of floor cleaning appliances, purchases of home environment appliances depend on replacement needs
- Graph 4: ownership of and purchase plans for cleaning appliances, 2025
- Pet owners have more specific demands for floor care
- Graph 5: ownership of cleaning appliances, by household – with or without pets, 2025
- Pet owners also more willing to upgrade, replace floor care equipment
- Graph 6: changes after pet ownership, by pet ownership experience, 2024
- Graph 7: owners’ plans to replace cleaning appliances, by living situation, 2025
- Add pet-friendly features to facilitate daily cleaning for pet owners
- Brand loyalty among robot vacuum users is higher than for other products
- Graph 8: future purchasing plans for cleaning appliances, 2025
- Consumers expect the cleaning capabilities and convenience of robotic cleaners to continue to improve
- Graph 9: robot vacuum cleaner purchase factors, 2025
- Easy-to-maintain, no-residue cleaning impresses consumers more
- Cleaning functions are continually improving, offering a comprehensive, multidimensional clean
- Potential users care about a thorough clean, while existing users emphasise addressing pain points in their cleaning experience.
- Graph 10: purchase factors for robot vacuums, by purchasing reason, 2025
- Innovative functions, base station designs that align with home aesthetics can serve as premium features targeting high-income groups
- Graph 11: purchase factors for robot vacuum cleaners (innovative features), by monthly personal income, 2025
- Cleaning appliance brands can broaden their market by marketing themselves as tech pioneers
- Cleaning appliance brands have good potential to expand across categories
- Graph 12: preferred brands when purchasing household appliances, 2025
- Consumer interest in category expansion stems from reputation for advanced technology
- Graph 13: reasons for interest in other home appliances launched by cleaning appliance brands, 2025
- Younger groups rely on reviews, recommendations; older people trust their own user experience
- Graph 14: reasons for purchasing other products launched by cleaning appliance brands, by generation, 2025
- High-income groups believe that companies do best when they specialise, so positioning as a general tech leader is crucial
- Graph 15: preference for other products launched by cleaning appliance brands, by monthly household income, 2025
- Graph 16: purchase of cleaning appliances launched by cleaning appliance brands, by monthly household income, 2025
- High-income groups value the exclusive sense of identity brought by brands offering futuristic technology
- Graph 17: purchase factors for other products launched by cleaning appliance brands, by monthly household income, 2025
- Cleaning appliance brands need to highlight transferable tech to cross category boundaries
- Prioritise online, physical synergies to improve conversion efficiency
- Consumers use online plus physical channels to access information on cleaning appliances
- Graph 18: information sources for cleaning appliances, 2025
- JD.com, brands’ physical stores work well together to reach potential customers
- Gen Z prefers more accurate and comprehensive information channels; Douyin promotes across generations
- Graph 19: online information channels for cleaning appliances, by generation, 2025
- Graph 20: offline information channels for cleaning appliances, by generation, 2025
- High-income individuals trust specialist brands, seek contextual understanding when gathering information
- Graph 21: online information channels for cleaning appliances, by monthly personal income, 2025
- Working in tandem: rapidly emerging Douyin content plus brands’ own channels
- Graph 22: purchase channels for cleaning appliances, 2023-25
- Comprehensive online platforms plus hands-on experiences in brands’ own stores will reach the majority of consumers
- Conversion rate of mainstream channels stalls as brands move fast to develop online proprietary channels
- Graph 23: conversion rate from information searches to purchase, by information channel, 2023-25
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Appendix – methodology
- Methodology
- TURF analysis methodology
The key appeal of household and cleaning appliances lies in their ability to free consumers of the burden of housework by offering all-round cleaning and easy maintenance. To expand across category boundaries and win over more consumers, brands need to use marketing to project an image of themselves as tech pioneers and highlight the transferability of their cutting-edge technology.
Laura Liu, Senior Research Analyst – Retail & Home Appliances, China
Market Definitions
This Report covers household and cleaning appliances, primarily focusing on the following appliances that are used to clean rooms and create a comfortable living environment:
- Floor cleaning appliances: cordless vacuum cleaners, sweeping/mopping robots, floor cleaning machines, electric mops
- Household appliances: air purifiers, humidifiers, dehumidifiers, irons/clothing steamers, dust mite removers, heaters, electric fans
- Given that this Report looks at category expansion by cleaning appliance brands, other appliances are also discussed, including: dishwashers, large kitchen appliances, personal care appliances and all-in-one washer-dryers
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