2023
0
China Small Kitchen Appliances Market Report 2023
2023-12-29T03:04:26+00:00
OX1158579
4995
169240
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Report
en_GB
"With the massive release of demand due to COVID-19 pandemic in the past few years and people’s more rational consumption sentiment towards non-necessities, it has become increasingly difficult to drive…

China Small Kitchen Appliances Market Report 2023

$ 4,995 (Excl.Tax)

Report Summary

“With the massive release of demand due to COVID-19 pandemic in the past few years and people’s more rational consumption sentiment towards non-necessities, it has become increasingly difficult to drive growth in the ownership of small kitchen appliances. Despite this, consumers still have high expectations for kitchen appliances that provide convenience and improve their quality of life. To maintain growth in this highly competitive market, brands can leverage exceptional services to promote the purchase of emerging high-end kitchen appliances, expand their customer base by exploring diverse usage scenarios and tap into the market potential in lower tier cities with trendy appliances.”

– Binyan Yao, Research Analyst

Key Issues covered in this Report

  • Changes in penetration and purchase interest in key categories of small kitchen appliances.
  • Main usage scenarios of small kitchen appliances.
  • The awareness-to-purchase conversion rates of main information channels.
  • Attractive keywords to be incorporated into marketing content.
  • Primary consideration factors when purchasing different types of coffee machines.
  • Key expectations for services provided by small kitchen appliance brands.

Table of Contents

  1. Overview

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

            • The market
              • Small kitchen appliances market is under pressure
                • Figure 1: Total retail sales of small kitchen appliances, China, 2018-23
                • Figure 2: Retail sales forecast of small kitchen appliances, China, 2018-28
              • Consumer financial confidence will take longer to return to pre-pandemic levels
                • Short-term purchase interest in small kitchen appliances increases
                  • Consumers’ pursuit of healthier diet calls for innovation of small kitchen appliances
                    • Kitchen ownership status creates different needs
                      • Companies and brands
                        • Leading players face growth pressure, while Bear Appliance demonstrates competitiveness among smaller brands
                          • Cross-industry cooperation to add fun to the kitchen
                            • Service enhancement to tie bonds with consumers
                              • Resonate with consumers through trending topics
                                • Attractive appliances come in pairs
                                  • Expand use scenarios beyond the kitchen
                                    • Exterior design innovation refreshes traditional views
                                      • The consumer
                                        • Consumers expect appliances to enhance convenience and quality of life
                                          • Figure 3: Ownership and purchase interest in small kitchen appliances, 2023
                                        • Explore rich usage scenarios outside of the kitchen
                                          • Figure 4: Usage scenarios for small kitchen appliances, 2023
                                        • Offline channels are still essential touchpoints with consumers
                                          • Figure 5: Information and purchase channels of small kitchen appliances, 2023
                                        • Practicality resonates most with consumers
                                          • Figure 6: Keywords attractive to consumers when searching about small kitchen appliances, 2023
                                        • Coffee quality and easy to clean are main consideration factors when purchasing coffee machines
                                          • Figure 7: Purchase factors for coffee machines, 2023
                                        • Leverage services to increase appliance usage and drive consumer engagement
                                          • Figure 8: Expectations for services by brands, 2023
                                        • What we think
                                        • Issues and Insights

                                          • Win consumers with service for emerging high-end appliances
                                            • Figure 9: Thermomix’s trade-ins, 2023
                                            • Figure 10: Thermomix’s one-on-one exclusive consultant services, 2022
                                          • Expand customer reach by exploring usage in different scenarios
                                              • Figure 11: Buydeem’s mini health pot, 2022
                                            • Unlock the market potential in lower tier cities with trendy kitchen appliances
                                              • Figure 12: Bear Appliance’s ‘Scenic Food Show’, 2022
                                          • Market Size and Forecast

                                            • Small kitchen appliances market is under pressure
                                              • Figure 13: Total retail sales of small kitchen appliances, China, 2018-23
                                              • Figure 14: Retail sales forecast of small kitchen appliances, China, 2018-28
                                          • Market Factors

                                            • Consumer financial confidence will take longer to return to pre-pandemic levels
                                              • Figure 15: Confidence in improving financial situation in the next three months, 2022-23
                                            • Short-term purchase interest in small kitchen appliances increases
                                              • Figure 16: Purchase intention of small kitchen appliances in the next three months, 2022-23
                                            • Consumers’ pursuit of healthier diet calls for innovation of small kitchen appliances
                                              • Figure 17: Word cloud on social media channels*** that associate with ‘small kitchen appliances (厨房小家电)*’, 2023
                                            • Kitchen ownership status creates different needs
                                              • Figure 18: Housing and kitchen ownership status, 2023
                                          • Key Players’ Performance

                                            • Leading players face growth pressure
                                              • Bear Appliance demonstrates competitiveness among smaller brands
                                              • Marketing Activities

                                                • Cross-industry cooperation to add fun to the kitchen
                                                  • Figure 19: The Pepsi special edition of AI-powered food-processing machine launched by TOKIT, 2022
                                                  • Figure 20: Summer recipes by Joyoung and Liuliumei, 2023
                                                • Service enhancement to tie bonds with consumers
                                                  • Figure 21: Buydeem’s enhanced services, 2023
                                                • Resonate with consumers through trending topics
                                                  • Figure 22: Bear Appliance launched World Cup-related marketing, 2022
                                                  • Figure 23: Thermomix’s automatic cooking machine can create an at-home Zibo Barbecue experience for consumers, 2023
                                              • New Product Trends

                                                • Attractive appliances come in pairs
                                                  • Figure 24: Midea’s dual-pot rice cooker, 2023
                                                  • Figure 25: Morphy Richards’ dual-pot air fryer, 2022
                                                • Expand use scenarios beyond the kitchen
                                                  • Figure 26: Examples of portable small kitchen appliances, 2023
                                                • Exterior design innovation refreshes traditional views
                                                  • Figure 27: Xiaomi’s “Transparent Steam Rice Cooker”, 2022
                                                  • Figure 28: Small kitchen appliances with artistic design by Morphy Richards and the British Museum, 2022
                                              • Ownership and Purchase Interest

                                                • Small kitchen appliance ownership is reaching a plateau
                                                  • Figure 29: Penetration rates of small kitchen appliances, 2022 vs 2023
                                                • Consumers expect appliances to enhance convenience and quality of life
                                                    • Figure 30: Ownership and purchase interest in small kitchen appliances, 2023
                                                    • Figure 31: *Replacement/purchase interest in small kitchen appliances, 2023
                                                  • Families with children are the key audience to target
                                                    • Figure 32: Replacement/purchase interest in small kitchen appliances, by living situation, 2023
                                                  • Open kitchens bring opportunities for exterior innovation
                                                    • Figure 33: Replacement/purchase interest in selected small kitchen appliances, by housing and kitchen ownership, 2023
                                                  • Unleash the potential in lower tier cities
                                                    • Figure 34: Replacement/purchase interest in selected small kitchen appliances, by city tier, 2023
                                                • Usage Scenarios for Small Kitchen Appliances

                                                  • At-home culinary exploration is the most typical scenario
                                                    • Figure 35: Usage scenarios for small kitchen appliances, 2023
                                                  • Leverage family-oriented scenarios to reach key audiences
                                                    • Figure 36: Making food/drinks for kids and cooking with kids with small kitchen appliances, by age of children in household, 2023
                                                  • Explore niche usage scenarios outside of home
                                                    • Figure 37: Using small kitchen appliances in outdoor activities, by gender and age and by age of children in household, 2023
                                                • Information and Purchase Channels

                                                  • Offline channels are still essential touchpoints with consumers
                                                    • Figure 38: Information and purchase channels of small kitchen appliances, 2023
                                                    • Figure 39: Awareness-to-purchase conversion rates of information channels, 2023
                                                  • Different audiences in Douyin and Xiaohongshu for information searching
                                                    • Figure 40: Mentions of ‘small kitchen appliances (厨房小家电)*’ on social media channels**, 2022-23
                                                    • Figure 41: Search information about small kitchen appliance from Douyin and Xiaohongshu, by age and by living situation, 2022
                                                    • Figure 42: Post videos or pictures of tips on making snacks for pets using small kitchen appliances on Douyin, 2023
                                                  • Diverse touchpoints to engage with multi-generation families
                                                    • Figure 43: Information channels of small kitchen appliances, by living situation, 2023
                                                    • Figure 44: Purchase channels of small kitchen appliances, by living situation, 2023
                                                • Keywords in Marketing Content

                                                  • Practicality resonates most with consumers
                                                    • Figure 45: Keywords attractive to consumers when searching about small kitchen appliances, 2023
                                                  • Targeted marketing content to reach a brand’s designated audience
                                                    • Figure 46: Keywords attractive to consumers when searching about small kitchen appliances, by age, 2023
                                                • Purchase Factors for Coffee Machines

                                                  • Quality of coffee made comes first, easy cleaning follows
                                                    • Figure 47: Purchase factors for coffee machines, 2023
                                                  • Consideration factors vary by age when selecting coffee machines
                                                    • Figure 48: Selected purchase factors for coffee machines, by age, 2023
                                                  • Quality of coffee is an even more decisive factor for consumers in lower tier cities to purchase coffee machines
                                                    • Figure 49: Purchase factors – quality of the coffee made, by city tier, 2023
                                                • Expectations for Services by Brands

                                                  • Leverage services to increase appliance usage and drive consumer engagement
                                                    • Figure 50: Expectations for services by brands, 2023
                                                  • Enhance services to make automatic cooking machines more attractive
                                                    • Figure 51: Expectations for services by brands, current owners of automatic cooking machines vs potential buyers, 2023
                                                • Appendix – Market Size and Forecast

                                                    • Figure 52: Market size and forecast of major domestic appliances, China, 2018-28
                                                • Appendix – Methodology and Abbreviations

                                                  • Methodology
                                                    • Abbreviation

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