2021
0
China Household and Cleaning Appliances Market Report 2021
2021-06-03T04:24:59+01:00
OX1045507
3695
139147
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Report
en_GB
“With more diversified and emerging needs from consumers, household and cleaning appliances are also moving forward in a path of diversification. Whether they are single people, pet owners or families…

China Household and Cleaning Appliances Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“With more diversified and emerging needs from consumers, household and cleaning appliances are also moving forward in a path of diversification. Whether they are single people, pet owners or families with children, consumers have their own reasons for buying household and cleaning appliances, which poses challenges for brands to create different product segments to meet these diversified usage scenarios. In any case, amid improving consumption power and increasing awareness of healthy lifestyles, household and cleaning appliances in the Chinese market will continue to maintain stable growth.”
– Samuel Yi, Category Director

This Report looks at the following areas:

  • Product ownership and usage in the household and cleaning appliances market
  • What channels consumers select for purchasing household and cleaning appliances
  • How consumers source information for purchasing household and cleaning appliances
  • Key factors in purchasing vacuum cleaners and air purifiers
  • Consumers’ attitudes towards household and cleaning appliances

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
          • Excluding
          • Executive Summary

              • The market
                • China’s household and cleaning appliances market expects steady growth
                  • Figure 1: Best- and worst-case forecast of value sales of household and cleaning appliances, 2015-25
                • Health concerns increase popularity of cleaning products
                  • Figure 2: Segment value sales of household and cleaning appliances, China, 2014-20 est
                • Increasing disposable income drives pursuit for better lifestyles
                  • Figure 3: China per capita disposable income, 2013-20
                • COVID-19 focused attention on health and promoted market growth
                  • Rising pet ownership drives more demands in household and cleaning appliances
                    • Unattended household and cleaning appliances are more popular
                      • eCommerce lowers barriers and drives product penetration
                        • Companies and brands
                          • Build strategy in whole-house smart solutions
                            • Drive growth within brands’ private channels
                              • Product segmentation and functional upgrades promote category development
                                • Philips
                                  • Ecovacs
                                    • Roborock
                                      • The consumer
                                        • High ownership of indoor air cleaning appliances, and strong will to buy floor cleaning appliances
                                          • Figure 4: Ownership and purchasing interest of household and cleaning appliances, March 2021
                                        • Omnichannel strategy is the future
                                          • Figure 5: Purchasing channels for household and cleaning appliances, March 2021
                                        • Win consumers’ attention and loyalty through various channels
                                          • Figure 6: Information source when buying household and cleaning appliances, March 2021
                                        • Cleaning technology drives premiumization
                                          • Figure 7: Factors for buying premium floor cleaning appliances, March 2021
                                        • Increasing demand for smarter air purifiers
                                          • Figure 8: Factors in purchasing air purifiers, March 2021
                                        • A promising market for household and cleaning appliances in China
                                          • Figure 9: Attitudes towards household and cleaning appliances, March 2021
                                        • What we think
                                        • Issues and Insights

                                          • Establish loyalty among young consumers with transparency and efficiency
                                            • The facts
                                              • The implications
                                                • Premiumization opportunity among pet owners
                                                  • The facts
                                                    • The implications
                                                    • The Market – What You Need to Know

                                                      • Limited impact from COVID-19 and future market development is expected
                                                        • Flourishing pet market promotes demand for household and cleaning appliances
                                                          • Omnichannel is more important
                                                          • Market Size and Forecast

                                                            • China household and cleaning appliances market expects steady growth
                                                              • Figure 10: Retail sales of household and cleaning appliances in China, 2014-20 est
                                                              • Figure 11: Best- and worst-case forecast of value sales of household and cleaning appliances, 2015-25
                                                          • Market Drivers

                                                            • Increasing disposable income drives pursuit for better lifestyles
                                                              • Figure 12: China per capita disposable income, 2013-20
                                                            • The outbreak spurred attention to health and promoted market growth
                                                              • Rising pet ownership drives greater demands for household and cleaning appliances
                                                                • Figure 13: Pettime’s cat dryer, June 2020
                                                              • Unattended household and cleaning appliances are more popular
                                                                • eCommerce lowers barriers and drives product penetration
                                                                • Market Segmentation

                                                                  • Health concerns increase popularity of cleaning products
                                                                    • Figure 14: Segment value sales of household and cleaning appliances, China, 2014-20 est
                                                                • Key Players – What You Need to Know

                                                                  • Big brands layout product ecology and cleaning appliances benefit from greater health focus
                                                                    • Competition in segment categories
                                                                      • Unattended cleaning appliances are the next opportunity
                                                                      • Key Player Performance

                                                                        • Midea
                                                                          • Gree
                                                                            • Haier
                                                                              • Dyson
                                                                                • Philips
                                                                                  • Ecovacs
                                                                                    • Lexy
                                                                                      • Roborock
                                                                                      • Competitive Strategies

                                                                                        • Build strategy in whole-house smart solutions
                                                                                          • Drive growth within brands’ private traffics
                                                                                            • Figure 15: Dyson’s outlets on WeChat Mini program, October 2020
                                                                                          • Product segmentation and functional upgrades promote category development
                                                                                          • Who’s Innovating?

                                                                                            • Pet popularity drives new product development
                                                                                              • Figure 16: PETKIT smart litter box for cat, September 2020
                                                                                            • Laser detection for floor cleaning by Dyson
                                                                                              • Figure 17: Dyson’s V12 Detect Slim cordless vacuum cleaner, March 2021
                                                                                            • iDEEBO’s all-in-one floor cleaner with UV sterilization
                                                                                              • Figure 18: iDEEBO’s ID-T80 floor cleaner with UV sterilization, January 2021
                                                                                            • Air purifier for a private space
                                                                                              • Figure 19: Jingtanhao toilet air purifier, April 2021
                                                                                            • Panasonic’s energy-saving air purifier
                                                                                              • Figure 20: Panasonic air purifier 93C0PJD, September 2020
                                                                                            • Supor good-looking mite cleaner
                                                                                              • Figure 21: Supor’s mite cleaning VCM16A, October 2020
                                                                                          • The Consumer – What You Need to Know

                                                                                            • Ownership continues to grow to solve health concerns
                                                                                              • Enhance life quality and efficiency with vacuum cleaners
                                                                                                • Smart function is expected for man-less operation
                                                                                                • Ownership and Usage

                                                                                                  • High ownership for indoor air cleaning appliances, and strong will to buy floor cleaning appliances
                                                                                                    • Figure 22: Ownership and purchasing interest of household and cleaning appliances, March 2021
                                                                                                  • Low penetration in household and cleaning appliances
                                                                                                    • Figure 23: Repertoire analysis of household and cleaning appliances ownership, March 2021
                                                                                                  • Man-less products can target singles
                                                                                                    • Figure 24: Interest in buying household and cleaning appliances among non-owners, by family structure, March 2021
                                                                                                  • Target pet owners as heavy users
                                                                                                    • Figure 25: Own and use household and cleaning appliances at least once a week, by living situation, March 2021
                                                                                                • Purchasing Channels

                                                                                                  • Omnichannel strategy is the future
                                                                                                    • Figure 26: Purchasing channels for household and cleaning appliances, March 2021
                                                                                                  • Younger consumers favour shopping offline
                                                                                                    • Figure 27: Purchasing channels for household and cleaning appliances, by age, March 2021
                                                                                                  • Stimulate high earners to shop within brands’ own ecosystems
                                                                                                    • Figure 28: Purchasing channels for household and cleaning appliances, by monthly household income, March 2021
                                                                                                • Information Sources

                                                                                                  • Win consumers’ attention and loyalty through various channels
                                                                                                    • Figure 29: Information source when buying household and cleaning appliances, March 2021
                                                                                                  • Younger generations believe in themselves
                                                                                                    • Figure 30: Information source when buying household and cleaning appliances, by generation, March 2021
                                                                                                • Vacuum Cleaner Premiumization Factors

                                                                                                  • Stable ownership and more purchasing intention from young consumers and singles
                                                                                                    • Figure 31: Ownership and purchasing interest of floor cleaning appliances, March 2021
                                                                                                    • Figure 32: Interest in buying household and cleaning appliances among non-owners, by age and family structure, March 2021
                                                                                                    • Figure 33: Intent to purchase other vacuum cleaners among vacuum cleaner owners, by type, 2020 to 2021
                                                                                                  • Cleaning technology drives premiumization
                                                                                                    • Figure 34: Factors for buying premium floor cleaning appliances, March 2021
                                                                                                  • Younger consumers demand more advanced features
                                                                                                    • Figure 35: Factors for buying premium floor cleaning appliances, by generation, March 2021
                                                                                                  • Involve women in decision-making journey
                                                                                                    • Figure 36: Factors for buying premium floor cleaning appliances, by gender, March 2021
                                                                                                • Air Purifier Purchasing Factors

                                                                                                  • Increasing demands for smarter air purifiers
                                                                                                    • Figure 37: Factors in purchasing air purifiers, March 2021
                                                                                                  • Meet needs of pet owners
                                                                                                    • Figure 38: Selected factors in purchasing air purifiers, by age, family structure and living situation, March 2021
                                                                                                  • More smart functions will be needed
                                                                                                    • Figure 39: Selected factors in purchasing air purifiers, by gender, age, region and company type, March 2021
                                                                                                • Attitudes towards Household and Cleaning Appliances

                                                                                                  • A promising market for household and cleaning appliances in China
                                                                                                    • Figure 40: Selected attitudes towards household and cleaning appliances, March 2021
                                                                                                  • More diversified features are expected
                                                                                                    • Figure 41: Attitudes towards household and cleaning appliances, March 2021
                                                                                                  • Parents can be trendsetters
                                                                                                    • Figure 42: Strongly agree on selected attitudes towards household and cleaning appliances, by family structure, March 2021
                                                                                                • Meet the Mintropolitans

                                                                                                  • Drive penetration in Non-MinTs
                                                                                                    • Figure 43: Repertoire analysis of household and cleaning appliances ownership, by consumer classification, March 2021
                                                                                                  • MinTs are keen for premium functions
                                                                                                    • Figure 44: Strongly agree on selected attitudes towards household and cleaning appliances, by consumer classification, March 2021
                                                                                                • Appendix – Market Size and Forecast

                                                                                                    • Figure 45: Best- and worst-case forecast of value sales of household and cleaning appliances, China, 2015-25 (fore)
                                                                                                • Appendix – Methodology and Abbreviations

                                                                                                  • Methodology
                                                                                                    • Abbreviations

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