2023
0
China Household and Cleaning Appliances Market Report 2023
2023-06-30T04:04:47+01:00
OX1154633
3695
164573
[{"name":"Domestic Appliances","url":"https:\/\/store.mintel.com\/industries\/household-home\/domestic-appliances"}]
Report
en_GB
“With rising demand for a clean and healthy home living environment, the outlook for household and cleaning appliances remains positive. The growth opportunity lies in solving cleaning pain points, such…

China Household and Cleaning Appliances Market Report 2023

£ 3,695 (Excl.Tax)

Description

“With rising demand for a clean and healthy home living environment, the outlook for household and cleaning appliances remains positive. The growth opportunity lies in solving cleaning pain points, such as different flooring materials and dead corners. Smart cleaning solutions using advanced technologies is a key innovation direction. Meanwhile, floor cleaning appliances providing efficient cleaning and requiring minimal maintenance will be hard for consumers to say no to. Providing more tailored products for special consumer groups such as pet owners can also be a way of differentiation.”
– Binyan Yao, Research Analyst

Key Issues covered in this Report

  • Main floor materials used in different home areas illustrating corresponding floor cleaning needs.
  • Key concerns about air quality and cleaning at home to identify potential opportunities.
  • Changes in penetration and purchase interest in key categories of household and cleaning appliances.
  • The awareness-to-purchase conversion rates of main information channels, especially those emerging ones (eg Douyin and Xiaohongshu).
  • Key expectations for floor-cleaning machines as a category with high growth potential.

Table of Contents

  1. Overview

    • What you need to know
      • Key Issues covered in this Report
        • Covered in this Report
          • Excluding
          • Executive Summary

              • The market
                • Household and cleaning appliances experienced a slight decline
                  • Figure 1: Total retail sales of household and cleaning appliances, China, 2017-22 (est)
                  • Figure 2: Retail sales forecasts of household and cleaning appliances, China, 2017-27 (fore)
                • Consumer financial confidence continues to recover
                  • Demand for improving home environment continues to rise
                    • Localised innovations entice consumers to trade up
                      • Companies and brands
                        • Professional cleaning appliance brands strengthen core competitiveness
                          • Comprehensive home appliance brands continue to enrich product lines in the cleaning sector
                            • Emerging brands show strengths in segmented areas
                              • Household cleaning appliances help with consumers’ emotional health
                                • ‘Green’ campaigns evolve to promote sustainability
                                  • Encourage consumers to co-create with brands
                                    • A variety of accessories to meet diverse cleaning needs
                                      • New ways to improve cleaning effect
                                        • Explore additional benefits on top of core functionality
                                          • The consumer
                                            • Tiles are the main material in different home areas
                                              • Figure 3: Flooring materials in different home areas, 2023
                                            • Cleaning dead corners is the most troublesome thing at home
                                              • Figure 4: Air quality and cleaning issues at home, 2023
                                            • Floor cleaning appliances remain the growth driver
                                              • Figure 5: Ownership and purchase interest in household and cleaning appliances, 2023
                                            • JD leads in purchasing channels and Xiaohongshu/Douyin become important information sources
                                              • Figure 6: Information and purchase channels of household and cleaning appliances, 2023
                                            • Consumers expect high cleaning efficiency and minimal maintenance from floor-cleaning machines
                                              • Figure 7: Expectations for floor-cleaning machines, 2023
                                            • Build a professional and warm brand image on top of strengthening product features
                                              • Figure 8: Attitudes towards household and cleaning appliances, 2023
                                            • What we think
                                            • Issues and Insights

                                              • Smart upgrades to cope with diverse cleaning needs
                                                • Figure 9: Dreame’s new smart sweeping/mopping robot X20, 2023
                                              • Offer efficient cleaning with minimal maintenance
                                                • Figure 10: Miboi’s floor-cleaning machine without rolling cloth, 2023
                                              • Bring more fun to household cleaning for pet owners
                                                • Figure 11: Dyson’s appliance accessories for pet hairs, 2022
                                                • Figure 12: Dreame’s new sweeping/mopping robot X20, 2023
                                            • Market Size and Forecast

                                              • Household and cleaning appliances experienced a slight decline
                                                • Figure 13: Total retail sales of household and cleaning appliances, China, 2017-22 (est)
                                                • Figure 14: Retail sales forecasts of household and cleaning appliances, China, 2017-27 (fore)
                                            • Market Factors

                                              • Consumer financial confidence continues to recover
                                                • Figure 15: Confidence in improving financial situation in the next three months, 2022-23
                                              • Demand for improving home environment continues to rise
                                                • Figure 16: Purchase intention of household and cleaning appliances in the next three months, 2022-23
                                              • Localised innovations entice consumers to trade up
                                              • Key Player Performance

                                                • Professional cleaning appliance brands strengthen core competitiveness
                                                  • Comprehensive home appliance brands continue to enrich product lines in the cleaning sector
                                                    • Emerging brands show strengths in segmented areas
                                                    • Marketing Activities

                                                      • Household cleaning appliances help with consumers’ emotional health
                                                        • Figure 17: Tmall’s campaign ‘Sound Asleep Programme (声睡计划)’ with household appliance brands, 2022
                                                        • Figure 18: ECOVACS’s campaign during Mother’s Day, 2022
                                                      • ‘Green’ campaigns evolve to promote sustainability
                                                        • Figure 19: Dreame’s trade-in activity, 2022
                                                        • Figure 20: Roborock’s “off-peak charging plan”, 2022
                                                        • Figure 21: Roborock’s campaign of using packaging boxes to make a cattery, 2022
                                                      • Encourage consumers to co-create with brands
                                                        • Figure 22: Roborock ‘s campaign that invites consumers to generate big ideas together, 2023
                                                    • New Product Trends

                                                      • A variety of accessories to meet diverse cleaning needs
                                                        • Figure 23: Tineco’s new floor-cleaning machines, 2023
                                                        • Figure 24: Dyson’s new vacuum cleaner that can clean dry and wet stains, 2023
                                                        • Figure 25: Meedo’s household cleaning appliances, 2022
                                                      • New ways to improve cleaning effect
                                                        • Figure 26: Examples of cleaning appliances with high-temperature cleaning methods
                                                        • Figure 27: DIISEA’s floor-cleaning machine, 2022
                                                      • Explore additional benefits on top of core functionality
                                                        • Figure 28: ECOVACS’s AIRBOT Z1, 2022
                                                    • Flooring Material at Home

                                                      • Tiles are the main material in different home areas
                                                          • Figure 29: Flooring materials in different home areas, 2023
                                                        • More diverse cleaning needs in the bedroom
                                                          • Figure 30: Flooring material in the bedroom, by age, by monthly personal income and by living situation, 2023
                                                      • Air Quality and Cleaning Issues at Home

                                                        • Cleaning dead corners is the most troublesome thing at home
                                                          • Figure 31: Air quality and cleaning issues at home, 2023
                                                        • Segmented needs open up niche markets
                                                          • Figure 32: Air quality and cleaning issues at home – pet hair/dirt, by gender and by monthly personal income, 2023
                                                          • Figure 33: Selected air quality and cleaning issues at home, by living situation, 2023
                                                      • Ownership and Purchase Interest

                                                        • Floor cleaning appliances remain the growth driver
                                                          • Figure 34: Ownership and purchase interest in household and cleaning appliances, 2023
                                                          • Figure 35: Market potential of household and cleaning appliances, by category, 2023
                                                        • Multi-generation families can be the target group for replacement/upgrade purchases
                                                          • Figure 36: Have it but plan to change the following appliances, by living situation, 2023
                                                        • Cost-effective sweeping/mopping robots attract young women and less affluent consumers
                                                          • Figure 37: Do not have but plan to buy sweeping/mopping robots, by gender and age and by monthly personal income, 2023
                                                      • Information and Purchase Channels

                                                        • JD leads in purchasing channels and Xiaohongshu/Douyin become important information sources
                                                          • Figure 38: Information and purchase channels of household and cleaning appliances, 2023
                                                          • Figure 39: Awareness-to-purchase conversion rates of information channels, 2023
                                                        • Target the right audience on Douyin and Xiaohongshu
                                                          • Figure 40: Search for information about household and cleaning appliances from Douyin and Xiaohongshu, by age and by living situation, 2023
                                                          • Figure 41: Search for information about household and cleaning appliances from Douyin and Xiaohongshu, by gender and age, 2023
                                                      • Expectations for Floor-cleaning Machines

                                                        • Consumers expect high cleaning efficiency and minimal maintenance from floor-cleaning machines
                                                          • Figure 42: Expectations for floor-cleaning machines, 2023
                                                          • Figure 43: TURF analysis on consumers’ expectations for floor-cleaning machines, 2023
                                                        • Provide more powerful products to attract potential buyers, while peripherals to entice existing users to upgrade
                                                          • Figure 44: Expectations for floor-cleaning machines, respondents who have them but plan to change vs respondents who do not have them but plan to buy, 2023
                                                        • Pay attention to the 25-29 year olds
                                                          • Figure 45: Selected attractive features of floor-cleaning machines, by age, 2023
                                                          • Figure 46: Selected attractive features of floor-cleaning machines among respondents aged 25-29, by gender, 2023
                                                      • Attitudes towards Household and Cleaning Appliances

                                                        • Household cleaning not just a heavy chore, but a way to relieve stress
                                                          • Figure 47: Selected attitudes towards household and cleaning appliances, 2023
                                                          • Figure 48: Selected attitudes towards household and cleaning appliances, by age, by monthly personal income and by living situation, 2023
                                                        • Make household and cleaning appliances part of consumers’ diverse lifestyles
                                                          • Figure 49: Selected attitudes towards household and cleaning appliances, 2023
                                                          • Figure 50: Selected attitudes towards household and cleaning appliances, 2023
                                                        • Strengthen core functions to build a professional brand
                                                          • Figure 51: Selected attitudes towards household and cleaning appliances, 2023
                                                      • Appendix – Market Size and Forecast

                                                          • Figure 52: Market size and forecast of household and cleaning appliances, China, 2017-27 (fore)
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Abbreviation

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