2021
0
China Small Kitchen Appliances Market Report 2021
2021-08-07T04:09:47+01:00
OX1049613
3695
141239
[{"name":"Domestic Appliances","url":"https:\/\/store.mintel.com\/industries\/household-home\/domestic-appliances"}]
Report
en_GB
“Small kitchen appliances build links with consumers through the ideas of quality of life and health. This trend will continue, although people still face challenges from COVID-19. The market is…

China Small Kitchen Appliances Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Mintel is confident about the long-term prospect of the esports industry despite the growth slowdown in the number of pan-esports participants in 2021. The esports industry will further diverge in participants’ needs as the industry develops and matures. Professional services are increasingly important in order to serve hardcore fans’ needs and drive their spending, while non-core fans tend to think of esports as a trendy leisure entertainment activity. Given pan-esports participants’ flittering attention, brand collaborations with esports IPs can benefit brands by helping them build a youthful and energetic image but are less likely to act as a sales driver.”

– Samuel Yi, Category Director

This report will look at the following areas:

  • Size and factors that drive esports market growth
  • Marketing activities and innovation cases of key players in the esports market
  • Consumers’ participation in esports activities
  • Consumers’ information channels of esports
  • Consumers’ interest in esports co-branded merchandise and favoured types of esports collaboration
  • Consumers’ attitudes towards esports and esports collaboration marketing activities
  • Strategies to drive spending among core esports fans and non-core esports fans

Table of Contents

  1. Overview

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

              • The market
                • Figure 1: Retail sales forecast for China’s small kitchen appliances, 2016-26 Fore
              • New categories are emerging to meet the pursuit for lifestyle
                • Figure 2: Share of retail sales of China small kitchen appliances, by segment, 2016-21 Est
              • The growth of per capita disposable income provides a solid foundation for long-term growth
                • Facing the challenge of the epidemic, consumer confidence has been restored
                  • The “In-house economy” under COVID-19 makes the small kitchen appliances grow
                    • eCommerce and live streaming accelerate the penetration of products and brands
                      • Companies and brands
                        • Joyoung
                          • Bear
                            • Xinbao Electric
                              • Focus on driving brand awareness and purchasing intention in normalized live streaming shopping
                                • Build brand influence through IP authorization and co-branding
                                  • Build emotional ties with consumers through offline experience stores
                                    • The consumer
                                      • High ownership of Chinese small kitchen appliances and the willingness to buy western categories is strong
                                        • Figure 3: Ownership and purchase intention for small kitchen appliances, 2021
                                      • Take advantage of the interest in food and the pursuit of lifestyle to strengthen the purchasing willingness
                                        • Figure 4: Reasons for buying small kitchen appliances, 2021
                                      • Omnichannel retailing helps accelerate the growth of small kitchen appliances
                                        • Figure 5: Purchasing channels for buying small kitchen appliances, 2021
                                      • Build brand marketing through private domain commerce
                                        • Figure 6: Information source when purchase small kitchen appliances, 2021
                                      • Advanced features are demanded for category development
                                        • Figure 7: Factors in purchasing small kitchen appliances, 2021
                                      • Small kitchen appliances reflect lifestyle in various ways
                                        • Figure 8: Attitudes towards small kitchen appliances, 2021
                                      • What we think
                                      • Issues and Insights

                                        • Build platform for single consumers to share cooking interest
                                          • The implications
                                            • Associate mental wellbeing with small kitchen appliances
                                              • The implications
                                              • Market Size and Forecast

                                                • Small kitchen appliances keep steady growth
                                                  • Figure 9: Market size of China small kitchen appliances retail sales, 2016-21 Est
                                                  • Figure 10: Retail sales forecast of China small kitchen appliances, 2016-26 Fore
                                              • Market Segmentation

                                                • New categories are emerging to meet the pursuit for lifestyle
                                                  • Figure 11: Market size of China small kitchen appliances retail sales, by segment, 2016-21 Est
                                                  • Figure 12: Share of retail sales of China small kitchen appliances, by segment, 2016-21 Est
                                              • Market Factors

                                                • The growth of per capita disposable income provides a solid foundation for long-term growth
                                                  • Post-COVID consumer confidence has been restored
                                                    • The “In-house economy” under COVID-19 makes the small kitchen appliances grow
                                                      • eCommerce and live streaming accelerate the penetration of products and brands
                                                      • Key Player Performance

                                                        • Joyoung
                                                          • Bear
                                                            • Midea
                                                              • Supor
                                                                • Xinbao Electric
                                                                • Competitive Strategies

                                                                  • Focus on driving brand awareness and purchasing intention in normalized live streaming shopping
                                                                    • Build brand influence through IP authorization and co-branding
                                                                      • Figure 13: Joyoung co-branding with Coca Cola, 2021
                                                                    • Build emotional ties with consumers through offline experience stores
                                                                      • Figure 14: Midea’s Mengchao experience store, 2021
                                                                  • Who’s Innovating?

                                                                    • Brew coffee via soybean milk maker
                                                                      • Figure 15: Joyoung’s K1s pro soybean milk maker, 2020
                                                                    • Midea’s light food rice cooker
                                                                      • Figure 16: Midea’s light food rice cooker, 2021
                                                                    • Portable small kitchen appliances
                                                                      • Figure 17: Midea’s Bugu portal fruit blender cup, 2021
                                                                    • Tineco’s auto cooking machine
                                                                      • Figure 18: Tineco’s auto cooking machine, 2021
                                                                    • Upany’s air fryer with steaming function
                                                                      • Figure 19: Upany’s air fryer with steaming function, 2021
                                                                  • Ownership and Purchasing Intention

                                                                    • High ownership of Chinese small kitchen appliances and the willingness to buy western categories is strong
                                                                      • Figure 20: Ownership and purchase intention for small kitchen appliances, 2021
                                                                    • Male users as potential buyers for small kitchen appliances
                                                                      • Figure 21: Do not have the small kitchen appliances but intend to buy, by gender, 2021
                                                                    • Target well-educated consumers with healthy concept as they are frequent users
                                                                      • Figure 22: Own small kitchen appliances and have used at least once a week in the last 6 months, by education, 2021
                                                                    • Bring youngers to cook more at home
                                                                      • Figure 23: Own small kitchen appliances and have used at least once a week in the last 6 months, by age, 2021
                                                                  • Reasons to Buy

                                                                    • Interest in food and the pursuit of lifestyle key to strengthen purchase intention
                                                                      • Figure 24: Reasons for buying small kitchen appliances, 2021
                                                                    • Female buy for lifestyle and male buy for time
                                                                      • Figure 25: Reasons for buying small kitchen appliances, by gender, 2021
                                                                    • Females have diversified requirements
                                                                      • Figure 26: Reasons for buying small kitchen appliances, by gender and age, 2021
                                                                    • Light meals bring new opportunities for small kitchen appliances
                                                                      • Figure 27: Reasons for buying small kitchen appliances for controlling diet/energy intake, by company type, 2021
                                                                  • Purchasing Channels

                                                                    • Omnichannel retailing helps accelerate the growth of small kitchen appliances
                                                                      • Figure 28: Purchasing channels for buying small kitchen appliances, 2021
                                                                    • Target higher-end users in offline channels
                                                                      • Figure 29: Purchasing channels for buying small kitchen appliances, by monthly household income and family structure, 2021
                                                                  • Source of Information

                                                                    • Build brand marketing through private domain commerce
                                                                      • Figure 30: Information source when purchase small kitchen appliances, 2021
                                                                    • Tier 1 cities consumers prefer more diversified social media marketing
                                                                      • Figure 31: Information source when purchase small kitchen appliances, by city tier, 2021
                                                                    • Use short videos to enhance the impact on young consumers
                                                                      • Figure 32: Use short video platforms as information source when purchase small kitchen appliances, by gender and age, 2021
                                                                    • Family with children to drive penetration
                                                                      • Figure 33: Repertoire of information source when purchase small kitchen appliances, by monthly household income and family structure, 2021
                                                                  • Purchasing Factors

                                                                    • Advanced features are demanded for category development
                                                                      • Figure 34: Factors in purchasing small kitchen appliances, 2021
                                                                    • Focus on convenience in product innovation to meet the needs of young people and single consumers
                                                                      • Figure 35: Choose “Easy cleaning and maintenance” as factors in purchasing small kitchen appliances, by age and family structure, 2021
                                                                    • Design comes first, followed by health
                                                                      • Figure 36: Choose selected factors in purchasing small kitchen appliances, by generation and monthly household income, 2021
                                                                  • Attitudes towards Small Kitchen Appliances

                                                                    • Small kitchen appliances reflect lifestyle
                                                                      • Figure 37: Attitudes towards small kitchen appliances, 2021
                                                                    • Reduce cumbersome steps and make cooking with small household appliances more pleasant
                                                                      • Figure 38: Agreed on “Cooking is full of fun and joy” for small kitchen appliances, by gender, age, monthly personal income and city tier, 2021
                                                                      • Figure 39: Agreed on “Cooking can help relax or release stress” for small kitchen appliances, by monthly personal income and city tier, 2021
                                                                    • Females and families with children have more demands for small kitchen appliances
                                                                      • Figure 40: Selected attitudes towards small kitchen appliances, by gender and family structure, 2021
                                                                  • Appendix – Market Size and Forecast

                                                                      • Figure 41: Best- and worst-case forecast of value sales of small kitchen appliances, China, 2016-26 (fore)
                                                                  • Appendix – Methodology and Abbreviations

                                                                    • Methodology
                                                                      • Abbreviations

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