China Small Home Appliances Market Report 2020
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Report Summary
Everything you need to make the right decisions
Providing the most comprehensive and up-to-date information and analysis of the Small Home Appliances China market including the behaviours, preferences and habits of the consumer.
Mintel has the answers you’re looking for
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
Covered in this report
Due to COVID-19, the small home appliance market is currently experiencing a slight decrease in retail sales; however, it has also accelerated consumer willingness to upgrade their spending on small home appliances. Their willingness to upgrade can be divided into two parts. Consumers see the home as a reflection of their own personal aesthetic and are putting more emphasis on the smart home concept. In the meantime, design is also important in purchasing premium small home appliances, especially from a male perspective
Expert analysis from a specialist in the field
Written by Roger Shi, a leading analyst in the Household sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Small home appliance is the future growth engine and brands’ focus for entire home appliances industry. With the emerging pursuit on health and lifestyle by consumers, the innovative small home appliances with new function, technology and designs would be more popular in the market. Although the online channel is dominating the small home appliances purchase, the offline stores still matters for choosing products and can provide more enhancing shopping experience to consumers. The smart function is an inevitable trend for small home appliances, brands could invest more in channels and smart home ecosystem to attract consumer.
Roger Shi
Household Analyst
Table of Contents
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Overview
- What you need to know
- Covered in this Report
- What you need to know
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Executive Summary
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- The market
- Impact of COVID-19 on small home appliances
- Figure 1: Short, medium and long-term impact of COVID-19 on the small home appliance industry, October 2020
- Small home appliances are still the growth engine for home appliances
- Figure 2: Retail sales of small home appliances, China, 2015-20 est
- Small home appliance industry experience rapid growth
- Figure 3: Total China retail sales and forecast of small home appliances, at current prices, 2015-25
- Companies and brands
- Brands are doing cross-industry collaborations
- Design and technology is the core competency
- The consumer
- Health ranks top
- Figure 4: Ownership and usage of selected small kitchen appliances, August 2020
- Cleaning products could sell
- Figure 5: Owner and usage of lifestyle home appliances, June 2019 vs August 2020
- Online channels receive most traffic
- Figure 6: Purchase channel of small home appliances, August 2020
- Price is not a priority when purchasing
- Figure 7: Purchase factors to buy small home appliances, August 2020
- User experience vitals in product innovation
- Figure 8: Innovative features, August 2020
- Technology and design matter for premiumisation
- Figure 9: The concept of premium, August 2020
- What we think
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Issues and Insights
- Health element is prevalent
- The facts
- The implications
- Consumer’s lifestyle is urging convenience and design
- The facts
- The implications
- Figure 10: Morphy Richards self-cleaning storage for kitchen knives, May 2020
- Health element is prevalent
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The Market – What You Need to Know
- Small home appliances are still the growth engine for home appliances
- Consumption upgrade manifest differently
- Small home appliances are still the growth engine for home appliances
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Market Size and Forecast
- Small home appliances are still the growth engine for home appliances
- Figure 11: Retail sales of small home appliances, China, 2015-20 est
- Consumption upgrade that promotes quality products meeting personalised needs
- Figure 12: Total China retail sales and forecast of small home appliances, at current prices, 2015-25
- Small home appliances are still the growth engine for home appliances
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Market Drivers
- Life at home during lockdown increased consumer’s interest in small home appliances
- Health awareness is fuelling the market growth
- Smart home appliance systems are convenient
- Marketing with Chinese culture
- Life at home during lockdown increased consumer’s interest in small home appliances
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Key Players – What You Need to Know
- Local brands running race
- IP collaboration is useful
- Single economy matters
- Local brands running race
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Performance of Top Players
- Midea
- Figure 13: Xiaomi touch screen monitor, October 2020
- Joyoung
- Supor
- Figure 14: Doraemon collaboration with Supor
- Dyson
- Xiaomi
- Midea
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Competitive Strategies
- Meeting personalised needs from subgroups
- Design and technology are the core competencies
- IP collaboration, a powerful tool
- Figure 15: Line friend’s collaboration with Joyoung, October 2020
- Figure 16: Doraemen’s collaboration with Supor, October 2020
- Channels-oriented product development
- Meeting personalised needs from subgroups
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Who’s Innovating?
- Lock & Lock venturing into small home appliance
- Figure 17: Lock n Lock’s kitchen appliance, July 2020
- Single economy
- Figure 18: Little bear electric, October 2020
- High-tech giants enter small home appliances
- Figure 19: Lebooo electric toothbrush with Huawei HiLink, January 2020
- Lock & Lock venturing into small home appliance
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The Consumer – What You Need to Know
- Health with convenience
- House cleaning products are popular
- Online channels are dominant
- Multifunctionality is the most important driver
- Less cleaning needed
- Health with convenience
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Ownership and Usage of Small Kitchen Appliances
- The idea of health vitals in small kitchen appliances
- Figure 20: ownership and usage of selected small kitchen appliances, August 2020
- Purchase less but use frequently
- Figure 21: Ownership and proportion of frequent users, August 2020
- Morning breakfast cooker posing gender difference
- Figure 22: Morning breakfast cooker ownership and usage, by generation and monthly personal income and marital status, August 2020
- Electric pressure cookers have potential interest among younger demographics
- Figure 23: Ownership of electric pressure cookers and electric stew pots, June 2019 vs August 2020
- Figure 24: Ownership of electric stew pots, by company type and education, August 2020
- The idea of health vitals in small kitchen appliances
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Ownership and Usage of Small Lifestyle Appliances
- Personal care is popular, and floor cleaners are in demand
- Figure 25: Owner and usage of lifestyle home appliance, June 2019 vs August 2020
- Easy choice between robots and cordless vacuum cleaners
- Figure 26: Consumers who have used robots or cordless vacuum cleaners at least once a week, by generation, marital status and city tier, August 2020
- Females favour personal care appliance more
- Figure 27: Consumers who have used selected appliances at least once a week, by gender, August 2020
- Healthy air quality desired
- Figure 28: Have an air purifier and have used at least once a week in the last six months, by city tiers and marital status, August 2020
- Personal care is popular, and floor cleaners are in demand
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Purchase Channels
- Online channels dominate small home appliance
- Figure 29: Purchase channel of small home appliances, August 2020
- Males keen on exploring information via online stores
- Figure 30: Purchase channel of small home appliances, by gender, August 2020
- Shopping in families
- Figure 31: Purchase channel of small home appliances, by marital status, August 2020
- Online channels dominate small home appliance
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Purchase Influencers
- Multifunctionality and smartness are two most important factors
- Figure 32: Purchase factors to buy small home appliances, August 2020
- Males and females have a different focus
- Figure 33: Purchase factors to buy small home appliances, by gender and age, August 2020
- Not just an electrical appliance at house
- Figure 34: Selected purchase influencers, by home sizes, August 2020
- Multifunctionality and smartness are two most important factors
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Innovative Features
- Less time spent on cleaning
- Figure 35: Innovative features, August 2020
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- Figure 36: No hands needed series of soymilk makers by Joyoung, August 2020
- Difference of gender on innovative features
- Figure 37: Innovative features, by gender, August 2020
- Premium features do not only apply to consumers with high monthly income
- Figure 38: Innovative features by monthly household income, August 2020
- Less time spent on cleaning
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Concept of Premium
- Functions are still the priority of premiumisation
- Figure 39: Key features associating with premium concept for small home appliances, August 2020
- Smart features are more premium for younger consumers
- Figure 40: Concept of premium, by age, August 2020
- Premium for high incomers
- Figure 41: Concept of premium, by monthly household income, August 2020
- Tier three and lower cities still require brand marketing
- Figure 42: Concept of premium, by city tiers, August 2020
- Functions are still the priority of premiumisation
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Meet the Mintropolitans
- Brand standalone stores are the growth channel
- Figure 43: Purchase channels for small home appliances, by consumer classification, August 2020
- Light and convenient are not considered premium
- Figure 44: Product features that consumers are willing to pay more for, August 2020
- Brand standalone stores are the growth channel
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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