China Household and Cleaning Appliances Market Report 2024
£ 3,695 (Excl.Tax)
Report Summary
This report looks at the following areas:
- Changes in ownership of and purchase interest in various categories of household and cleaning appliances
- Product functions/features of air purifiers that trigger purchases
- Information channels utilised and types of information seen as most valuable when choosing household and cleaning appliances
- Purchase channels for household and cleaning appliances
- Brand preferences for cleaning appliances and perceptions of major brands (Dyson, Midea (美的), Tineco (添可) and Dreame (追觅))
Upgrades and innovations focused on health and liberating users from the drudgery of housework will be key for brands to achieve long-term development. Among fierce product competition, it is also essential for brands to strengthen their identity. Clear brand recognition and identity will help brands break through in the face of product homogenity.
Diana Shao, Director, China Insights
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
- Appliances that improve home air quality: air purifiers, humidifiers, dehumidifiers
- Garment care: irons, clothing steamers
- Other products: mite removers, heaters
Table of Contents
-
Executive summary
- Key issues covered in this report
- Definition
- What you need to know
- The market
- Market overview
- Market factors
- Companies and brands
- Marketing activities
- New product trends
- The consumer
- There is high purchase interest for new floor cleaning appliances and strong willingness to upgrade appliances which can enhance the home environment and air quality
- Graph 1: ownership and purchase interest for household and cleaning appliances, 2024
- Beyond core functions, air purifiers need to meet consumer demands for active management of home air quality
- Graph 2: attractive features of air purifiers, 2024
- Consumers still primarily use online channels to obtain information, with more users turning to JD.com and official brand channels
- Graph 3: information channels for household and cleaning appliances, 2023-24
- Professional information is most valuable
- Graph 4: valuable information types, 2024
- Online channels remain stable, while offline appliances chain stores decline
- Graph 5: purchase channels for household and cleaning appliances , 2023-24
- Consumers prefer Xiaomi, Midea and Dyson
- Graph 6: preferred cleaning appliance brands, 2024
- Reducing the 'burden' of cleaning appliances wins consumers’ hearts
- Graph 7: important factors when choosing cleaning appliances, 2024
- What we think
-
The market
- Market overview
- The household and cleaning appliance market sees a significant recovery
- Market factors
- Environmental issues and increased health consciousness are long-term market drivers
- There is trading up potential in the household and cleaning appliance market
- Graph 8: consumers with plans to purchase household and cleaning appliances in the next three months, trading up vs spending the same amount, 2023-24
- Graph 9: share of consumers who spent more on their homes compared to the previous month, 2023-24
- The new trade-in policy will unlock spending potential in the household appliance market
-
Companies and brands
- Marketing activities
- Cleaning appliance brands are actively participating in Douyin campaigns
- Effectively connect with pet owners through a cute pet theme
- Brand podcasts can convey brand stories and lifestyles
- New product trends
- The cleaning capabilities of sweeping and mopping robots continue to improve…
- …and their ability to operate in low-height spaces has also been enhanced
- Sweeping and mopping robots become integrated into the home
- There is continuous optimisation of the specific functions and user experience of floor cleaning machines
- Real-time air quality data display functions have become prevalent in mid- to low-range air purifiers
- Pet-specific air purifiers are gaining popularity
-
The consumer
- Ownership rates and purchase interest for household and cleaning appliances
- There is a growing trend for appliances which can improve home air quality
- Graph 10: ownership of household and cleaning appliances, 2022-24
- There is high purchase interest for new floor cleaning appliances and strong willingness to upgrade appliances which can enhance the home environment and air quality
- Graph 11: ownership and purchase interest for household and cleaning appliances, 2024
- New mothers show significant demand for household and cleaning appliances
- Graph 12: consumers who do not own this select household and cleaning appliance but plan to buy it, by family structure, 2024
- Graph 13: consumers who own this select household and cleaning appliance but plan to replace it, by family structure, 2024
- Cleaning appliance brands can focus on driving upgrades in Tier 1 cities and increasing penetration in Tier 3 and lower cities
- Graph 14: consumers who do not own but plan to purchase cleaning appliances, by city tier, 2024
- Graph 15: consumers who own but plan to replace cleaning appliances by city tier, 2024
- Purchase factors for air purifiers
- Beyond core functions, air purifiers need to meet consumer demands for active management of home air quality
- Graph 16: attractive product features of air purifiers, 2024
- A flexible and compact design can be an effective selling point
- Highlighting core features helps stimulate purchases, while a flexible and compact design can promote replacements/upgrades
- Graph 17: attractive product features of air purifiers, own but plan to replace vs do not own but plan to buy, 2024
- The 18-29 age group focuses on design and additional functions, while the 30-39 age group values core functions
- Graph 18: attractive product features of air purifiers, by age group, 2024
- High-income groups especially value the core functions of air purifiers
- Graph 19: attractive product features of air purifiers, by monthly personal income, 2024
- Information channels
- Consumers still primarily use online channels to obtain information, with more users turning to JD.com and official brand channels
- Graph 20: information channels for household and cleaning appliances, 2023-2024
- High-income groups prefer using Tmall/Taobao, Douyin and Xiaohongshu to gather information
- Graph 21: information channels for household and cleaning appliances, by monthly household income, 2024
- Graph 22: information channels for household and cleaning appliances, by monthly personal income, 2024
- Brands can consider incorporating babycare content to better interact with new mums
- Graph 23: information channels for household and cleaning appliances, by family structure, 2024
- Valuable information types
- Professional information is most valuable
- Graph 24: valuable information types, 2024
- Younger consumers are strongly influenced by shopping platform rankings
- Graph 25: valuable information types, by age group, 2024
- Purchase channels
- Online channels remain stable, while offline appliances chain stores decline
- Graph 26: purchase channels for household and cleaning appliances, 2023-24
- The purchase conversion rate of mainstream channels has declined, while that of brands' online private channels has significantly increased
- Graph 27: conversion rate from information searches to purchase, by information channel, 2023-2024
- Preferred cleaning appliance brands
- Consumers prefer Xiaomi, Midea and Dyson
- Graph 28: preferred cleaning appliance brands, 2024
- Dyson and Xiaomi lead in brand loyalty
- Graph 29: cleaning appliance brand user retention*, 2024
- Younger consumers prefer well-known domestic brands
- Graph 30: future purchase interest in cleaning appliance brands, by generation, 2024
- Graph 31: purchased cleaning appliance brands, by generation, 2024
- High-income groups favour Midea and Dyson, but also exhibit an open-minded and broad interest in different brands
- Graph 32: future purchase interest in cleaning appliance brands, by monthly household income, 2024
- Graph 33: purchased cleaning appliance brands, by monthly household income, 2024
- Important factors when choosing cleaning appliances and performance of major brands
- Reducing the 'burden' of cleaning appliances wins consumers’ hearts
- Graph 34: important factors when choosing cleaning appliances, 2024
- Younger groups value after-sales services and price, while older groups want more choices
- Graph 35: important factors when choosing cleaning appliances, by generation, 2024
- High-performance products and honest communication can effectively attract multi-child families
- Graph 36: important factors when choosing cleaning appliances, by family structure, 2024
- Consumer recognition of major cleaning appliance brands is varied
- Graph 37: important factors when choosing cleaning appliance brands and the performance of major brands, 2024
- Attitudes towards household and cleaning appliances
- Cleaning appliances with multiple accessories appeal to households
- Graph 38: attitudes towards cleaning appliance accessories, by living situation, 2024
- Current smart functions of household and cleaning appliances are not yet able to meet more complex household cleaning needs
- Graph 39: attitudes towards smart functions of household and cleaning appliances, by living situation, 2024
- Household and cleaning appliances designed specifically for pet owners exist only as high-end niche products
- Graph 40: attitudes towards home and cleaning appliances specifically designed for pet owners, by monthly household income, 2024
-
Appendix – methodology and abbreviations
- Methodology
Why Mintel?
Gain access to high quality market research with every purchase of Mintel’s consumer reports. Here's what else you can expect when buying from us:
Mintel’s Clients Portal
After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal which provides instant access to supplementary insights from Mintel’s industry experts.
Multiple Report Formats
Mintel’s reports are available in PDF and PPT formats, and arrive in your inbox alongside an excel datasheet, so you can share Mintel’s market intelligence with ease.
Interactive Databook
Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
Custom Presentations
Using Mintel’s custom presentation tool, you can easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Chinese Language Available
Mintel’s China consumer reports are also available in a Chinese language version, and can be accessed through our clients portal post-purchase.*
*Please note that translation times may vary, so Chinese language versions may not be accessible immediately. Please contact us for more information.
Browse our sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
Trusted by companies. Big and small.
