“With the growing demand for high-quality kitchen life, the outlook for large kitchen appliances remains positive. However, it will take longer for the market to return to pre-pandemic levels due to continued uncertainty and a more rational spending sentiment among consumers. Growth opportunities lie in driving the adoption of emerging categories such as dishwashers through stronger product offerings and enhanced market education. Providing meticulous and professional kitchen renovation services and incorporating age-friendly appliances into the business agenda are also means for brands to drive growth.”
– Binyan Yao, Research Analyst
Key issues covered in this Report:
- Changes in penetration and purchase interest in key categories of large kitchen appliances.
- Main concerns and key expectations for dishwashers.
- Kitchen refurnishing as a key opportunity to drive kitchen appliance consumption.
- Explore consumer attitudes towards age-friendly large kitchen appliances (适老化厨电) to identify potential business opportunities.
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Overview
- What you need to know
- Key Issues covered in this Report
- Covered in this Report
- What you need to know
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Executive Summary
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- The market
- Large kitchen appliances market is expected to recover slowly
- Figure 1: Total retail sales of large kitchen appliances, China, 2018-23 (est)
- Figure 2: Retail sales forecasts of large kitchen appliances, China, 2018-28 (fore)
- Real estate market sees slowdown and kitchen renovation brings opportunities
- Recovery of consumer financial confidence sees some fluctuation
- Short-term purchase interest in large kitchen appliances shows slight increase
- Housing and kitchen ownership status indicates diverse demands
- Companies and brands
- Established brands maintained slower growth and emerging brands experienced growth pressure
- Cater to rising health-awareness
- Leverage local elements to interact with consumers
- Cross-category collaboration to strengthen market education
- Multifunctional integration brings quality kitchen life
- AI-powered solutions make kitchens smart
- Human-centred designs optimise the kitchen experience
- Functional enhancement tailored to Chinese cooking styles
- The consumer
- Emerging categories remain the growth driver
- Figure 3: Ownership and purchase interest in large kitchen appliances, 2023
- Cleaning performance and energy consumption are top concerns about dishwashers
- Figure 4: Concerns about dishwashers, 2023
- Multifunctional integrated dishwashers see great potential
- Figure 5: Expectations for dishwashers, 2023
- Consumers expect water purification equipment to ensure healthy water
- Figure 6: Expectations for water purification equipment, 2023
- Consumers expect meticulous and professional kitchen refurnishing services
- Figure 7: Complementary services when refurnishing kitchens, 2023
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- Figure 8: TURF analysis on consumers’ expectations for complementary services, 2023
- Positive outlook presented for age-friendly large kitchen appliances
- Figure 9: Attitudes towards age-friendly large kitchen appliances, 2023
- What we think
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Issues and Insights
- Enrich product features and lower the trial threshold to increase the adoption of dishwashers
- Figure 10: Siemens’ introduction of dishwashers highlighting corresponding functions to address consumer concerns, 2023
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- Figure 11: ROBAM’s 100-day free trial of its all-in-one dishwasher sterilisers, 2022
- Kitchen renovation services drive product purchases and tie the bond with consumers
- Figure 12: FOTILE’s upgrade kitchen renovation service, 2023
- Time to incorporate age-friendly appliances into the schedule
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- Figure 13: Midea Mei Yi Xiang launched age-friendly dishwasher, 2023
- Enrich product features and lower the trial threshold to increase the adoption of dishwashers
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Market Size and Forecast
- Large kitchen appliances market is expected to recover slowly
- Figure 14: Total retail sales of large kitchen appliances, China, 2018-23 (est)
- Figure 15: Retail sales forecasts of large kitchen appliances, China, 2018-28 (fore)
- Large kitchen appliances market is expected to recover slowly
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Market Factors
- Real estate market sees slowdown and kitchen renovation brings opportunities
- Figure 16: Sales area of commercial residential housing, 2018-23
- Recovery of consumer financial confidence sees some fluctuation
- Figure 17: Confidence in improving financial situation in the next three months, 2022-23
- Short-term purchase interest in large kitchen appliances shows slight increase
- Figure 18: Purchase intention of selected large kitchen appliances in the next three months, 2022-23
- Housing and kitchen ownership status indicates diverse demands
- Figure 19: Housing and kitchen ownership status, 2023
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- Figure 20: Housing and kitchen ownership status, by living situation, 2023
- Real estate market sees slowdown and kitchen renovation brings opportunities
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Key Players’ Performance
- Established brands maintained slower growth
- Figure 21: Annual revenues and growth rates of FOTILE and ROBAM, 2019-22
- Emerging brands experienced growth pressure
- Figure 22: Annual revenues of emerging large kitchen appliance brands, 2019-22
- Established brands maintained slower growth
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Marketing Activities
- Cater to rising health-awareness
- Figure 23: Marssenger’s campaign to raise awareness about lung cancer, 2022
- Figure 24: ROBAM’s “No Helicobacter Pylori Plan”, 2022
- Leverage local elements to interact with consumers
- Figure 25: ROBAM’s Chinese Cooking Competition, 2022
- Cross-category collaboration to strengthen market education
- Figure 26: Market education campaign by Siemens and Finish, 2022
- Cater to rising health-awareness
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New Product Trends
- Multifunctional integration brings quality kitchen life
- Figure 27: Marssenger’s integrated dishwasher, 2022
- Figure 28: ROBAM’s new all-in-one dishwasher steriliser, 2022
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- Figure 29: Examples of multifunctional sterilisers, 2022
- AI-powered solutions make kitchens smart
- Figure 30: ROBAM’s first set of AI-powered kitchen appliances, 2022
- Figure 31: FOTILE’s smart kitchen system, 2022
- Human-centred designs optimise the kitchen experience
- Figure 31: Casarte’s drawer dishwasher, 2023
- Figure 33: ROBAM’s new gas stove specially designed for families with children, 2023
- Functional enhancement tailored to Chinese cooking styles
- Figure 34: FOTILE’s enhanced dishwashing technology, 2023
- Figure 35: Midea’s new built-in appliance with a unique stewing feature, 2022
- Multifunctional integration brings quality kitchen life
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Ownership and Purchase Interest
- Emerging categories remain the growth driver
- Figure 36: Penetration rates of large kitchen appliances, 2022 vs 2023
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- Figure 37: Ownership and purchase interest in large kitchen appliances, 2023
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- Figure 38: Market potential of large kitchen appliances, by category, 2023
- Traditional kitchen appliances face increasing challenges
- Figure 39: Ownership and purchase interest in range hoods and gas stoves, 2023
- Figure 40: Purchase interest in integrated cookers, respondents who have range hoods and gas stoves but plan to change vs all respondents, 2023
- Open kitchens bring opportunities for emerging categories
- Figure 41: Purchase interest in built-ins, dishwashers and integrated cookers, respondents who live in their own house with a separate kitchen vs respondents who live in their own house with an open kitchen, 2023
- Pay attention to the needs of families with young children for dishwashers
- Figure 42: Do not have dishwashers but plan to buy, by living situation and age of children in household, 2022
- Emerging categories remain the growth driver
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Main Concerns about Dishwashers
- Cleaning performance and energy consumption are top concerns
- Figure 43: Concerns about dishwashers, 2023
- Address concerns to increase frequency of use and reach more consumers
- Figure 44: Concerns about dishwashers, current owners vs potential buyers, 2023
- Multi-generation families are a key but hard-to-win consumer group for dishwasher brands
- Figure 45: Selected concerns about dishwashers, by living situation, 2023
- Cleaning performance and energy consumption are top concerns
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Expectations for Dishwashers
- Multifunctional integrated dishwashers see great potential
- Figure 46: Expectations for dishwashers, 2023
- Parents with younger children have higher expectations for dishwashers
- Figure 47: Expectations for dishwashers, by age of children in household, 2023
- Multifunctional integrated dishwashers see great potential
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Expectations for Water Purification Equipment
- Consumers expect water purification equipment to ensure healthy water
- Figure 48: Expectations for water purification equipment, 2023
- Offering powerful products to attract potential buyers, while intelligent upgrades to trigger replacement purchases
- Figure 49: Expectations for water purification equipment, upgraders vs potential buyers, 2023
- Consumers expect water purification equipment to ensure healthy water
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Complementary Services when Refurnishing Kitchens
- Consumers expect meticulous and professional refurnishing services
- Figure 50: Complementary services when refurnishing kitchens, 2023
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- Figure 51: TURF analysis on consumers’ expectations for complementary services, 2023
- Figure 52: ROBAM’s end-to-end kitchen renovation service, 2022
- Allocate more attention to new mums
- Figure 53: Selected complementary services when refurnishing kitchens, by family structure, 2023
- Consumers expect meticulous and professional refurnishing services
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Attitudes towards Age-friendly Large Kitchen Appliances
- Positive outlook presented for age-friendly large kitchen appliances
- Figure 54: Selected attitudes towards age-friendly large kitchen appliances, 2023
- Intelligent sets of age-friendly appliances make a great gift
- Figure 55: Selected attitudes towards age-friendly large kitchen appliances, 2023
- Leverage offline experiences to build trust from consumers
- Figure 56: Selected attitudes towards age-friendly large kitchen appliances, 2023
- Positive outlook presented for age-friendly large kitchen appliances
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Appendix – Market Size and Forecast
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- Figure 57: Market size and forecast of large kitchen appliances, China, 2018-28 (fore)
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviation
- Methodology
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