2021
0
China Major Domestic Appliances Market Report 2021
2022-01-20T03:04:43+00:00
OX1049111
4995
147038
[{"name":"Domestic Appliances","url":"https:\/\/store.mintel.com\/industries\/household-home\/domestic-appliances"}]
Report
en_GB
“Health has become an ever more important direction for the upgrade of major domestic appliances. Amid increasingly fierce market competition, providing differentiated solutions to meet the health demands of diverse…

China Major Domestic Appliances Market Report 2021

$ 4,995 (Excl.Tax)

Report Summary

“Health has become an ever more important direction for the upgrade of major domestic appliances. Amid increasingly fierce market competition, providing differentiated solutions to meet the health demands of diverse groups brings new growth opportunities for brands. In the long term, products with intelligent functions are the next frontier of competition. Brands need to invest in refreshing consumers’ understanding of new technology so they can better embrace it.”
– Binyan YAO, Research Analyst

Key issues covered in this Report

  • Product ownership and interest in shopping major domestic appliances
  • Key purchasing channels of major domestic appliances
  • Key factors when purchasing major domestic appliances
  • Prioritised factors when purchasing refrigerators
  • Prioritised factors when purchasing washing machines
  • Consumers’ attitudes toward major domestic appliances

Table of Contents

  1. Overview

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

            • The market
              • The overall market enters a slow recovery path
                • Figure 1: Retail sales forecast of China major domestic appliances, 2016-26 (fore)
              • Refrigerators and washing machines drive growth while air conditioners and TVs struggle
                • Figure 2: Retail sales of China major domestic appliances, by segment, 2016-21 (est)
              • Solutions for smaller families and rural residents are key
                • Companies and brands
                  • Midea is experiencing strong growth while Gree is under pressure
                    • High-end brands driving premiumisation
                      • Scenario-based shopping experiences drive growth
                        • Open systems and cross-category collaboration
                          • The consumer
                            • High ownership suggests growth from replacement purchase and niche products
                              • Figure 3: Ownership and purchasing willingness of major domestic appliances, 2021
                            • Bigger roles of DTC channels in omnichannel strategy
                              • Figure 4: Purchasing channels of major domestic appliances, 2021
                            • After-sales services and energy saving over price
                              • Figure 5: Considering factors when purchasing major domestic appliances, 2021
                            • Preservation technology and storage are primary considerations when purchasing refrigerators
                              • Figure 6: Prioritised factors when buying refrigerators, 2021
                            • Wellbeing and special fabric care drive interest
                              • Figure 7: Prioritised factors when purchasing washing/dryer machines, 2021
                            • Keeping up with changing consumer attitudes
                              • Figure 8: Attitudes towards major domestic appliances, 2021
                            • What we think
                            • Issues and Insights

                              • Providing differentiated solutions to meet diverse groups’ health demands
                                • Figure 9: Gree air conditioner for seniors, 2021
                              • Refresh consumer views on new technology
                                • Figure 10: Siemens’s advertisement ‘Keep Clean with the Times’ (与时俱净), 2021
                            • Market Size and Forecast

                              • A slow path to recovery
                                • Figure 11: Retail sales of China major domestic appliances, 2016-21 (est)
                              • Back to 2017 sales level around 2024
                                • Figure 12: Retail sales forecast of China major domestic appliances, 2016-26 (fore)
                            • Market Segmentation

                              • Refrigerators and washing machines drive growth while air conditioners and TVs struggle
                                • Figure 13: Retail sales of China major domestic appliances, by segment, 2016-21 (est)
                                • Figure 14: Segment share and growth rate of China major domestic appliances retail sales, 2016-21 (est)
                            • Market Factors

                              • Replacement interest and niche products boost growth
                                • Figure 15: Confidence in improving financial status in the next three months, China, 2020-21
                              • Increasing health awareness drives product upgrades
                                • Changes in family structure bring changes in demand
                                  • Urbanisation continues to drive demand in rural areas
                                    • Figure 16: Number of major domestic appliances owned by urban residents per 100 households, 2016-2020
                                    • Figure 17: Number of major domestic appliances owned by rural residents per 100 households, 2016-2020
                                • Key Player Performance

                                  • Gree
                                    • Haier
                                      • Midea
                                        • Samsung
                                          • TCL Electrics
                                            • Xiaomi
                                            • Competitive Strategies

                                              • High-end brands driving premiumisation
                                                • Figure 18: Casarte and Luo Zhenyu’s New Year’s Eve “Friends of Time” speech, 2021
                                                • Figure 19: COLMO brand vision, 2021
                                              • Scenario-based shopping experiences drive growth
                                                • Figure 20: Sanyiniao full-scenario solutions
                                                • Figure 21: Haier Virtual Experience store
                                              • Open IoT ecosystem cooperation with user experience at the core
                                                • Figure 22: Midea Smart Home with Huawei HarmonyOS, 2021
                                            • Who’s Innovating?

                                              • Refrigerator that mimics natural daylight cycle to keep food fresh
                                                • Figure 23: Beko HarvestFresh refrigerator, 2021
                                              • Washing machines with independent partitions
                                                • Figure 24: COLMO washing machines with two independent partitions, 2021
                                              • Shoe-washing solutions
                                                • Figure 25: Haier washing machine for shoes, 2021
                                              • Refrigerators that match home style
                                                • Figure 26: Casarte refrigerator matches home style, 2021
                                              • Curved laser TV
                                                • Figure 27: Hisense curved laser TV, 2021
                                              • Gaming TVs
                                                • Figure 28: Sony Game TV, 2021
                                            • Ownership and Purchasing Willingness

                                              • High ownership suggests growth from replacement purchase and niche products
                                                • Figure 29: Ownership and purchasing willingness of major domestic appliances, 2021
                                                • Figure 30: Ownership, replacement interest among owners and purchase interest among non-owners of major domestic appliances, 2021
                                              • Target young families as key potential buyers of door-to-door refrigerators
                                                • Figure 31: Purchase interest among non-owners of door-to-door refrigerators, by family structure, 2021
                                                • Figure 32: Haier door-to-door refrigerator with mother and baby mode, 2021
                                            • Purchasing Channels

                                              • Omnichannel still a way to go
                                                • Figure 33: Purchasing channels of major domestic appliances, 2021
                                              • Be mindful of new channels
                                                • Figure 34: Casarte refrigerator introduction short video on Xiaohongshu, 2021
                                                • Figure 35: Selected purchasing channels of major domestic appliances, 2021
                                            • Purchasing Factors

                                              • After-sales services and energy saving over price
                                                • Figure 36: Considering factors when purchasing major domestic appliances, 2021
                                              • Intelligent upgrade to meet the needs of high earners
                                                • Figure 37: Considering “degree of intelligence” as a factor when purchasing major domestic appliances, by monthly personal income and categories among current owners who plan to change them, 2021
                                              • There is still room for innovation in exterior designs
                                                • Figure 38: Considering “exterior designs” as a factor when purchasing major domestic appliances, by gender and monthly personal income, 2021
                                            • Prioritised Factors When Buying Refrigerators

                                              • Preservation technology and storage are the primary considerations when purchasing a refrigerator
                                                • Figure 39: Prioritised factors when buying refrigerators, 2021
                                              • Variable temperature control may drive demand for designated storage for different products
                                                • Figure 40: Selected prioritised factors when buying refrigerators, by gender, 2021
                                                • Figure 41: MINIJ mini refrigerator for cosmetics, 2020
                                              • Attach more importance to appearance innovation of multi-door refrigerators
                                                • Figure 42: Selected prioritised factors when buying refrigerators, by consumers who own and plan to change certain type of refrigerators, 2021
                                                • Figure 43: Daogrs built-in four-door refrigerators, 2021
                                            • Prioritised Factors When Buying Washing Machines

                                              • Wellbeing and special fabric care drive interest
                                                • Figure 44: Prioritised factors when buying washing machines, 2021
                                              • Smart functions for drum dryers
                                                • Figure 45: Selected prioritised factors when buying washing/dryer machines, by consumers who own and plan to change certain types of washing machines and dryers, 2021
                                              • Target pet owners with disinfection and sterilisation functions
                                                • Figure 46: Considering “disinfection and sterilisation function” as an important factor for buying washing/ dryer machines, by living situation, 2021
                                                • Figure 47: Pet hair removal functions claim by Midea drum dryer, 2021
                                              • Target young consumers with functions facilitating daily usage
                                                • Figure 48: Selected factors when buying washing/dryer machines, by age, 2021
                                            • Attitudes towards Major Domestic Appliances

                                              • The pursuit of life quality drives the upgrade of major domestic appliances
                                                • Figure 49: Selected attitudes towards major domestic appliances, 2021
                                              • Local brands are embracing more opportunities
                                                • Figure 50: Selected attitudes towards major domestic appliances, 2021
                                            • Appendix – Market Size and Forecast

                                                • Figure 51: Market size and forecast of major domestic appliances, China, 2016-26 (fore)
                                            • Appendix – Methodology and Abbreviations

                                              • Methodology
                                                • Abbreviation

                                                About the report

                                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                Market

                                                Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                Consumer

                                                Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                Brand/Company

                                                Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                Data

                                                Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                *databooks not available with UK B2B Industry reports.

                                                Below is a sample report, understand what you are buying.

                                                Click to show report
                                                2024 Sample Consumer Cover

                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                Trusted by companies. Big and small.

                                                Want to speak to us directly?

                                                Contact us with your enquiry and our expert global team can help.

                                                Get in touch