2022
0
China Smart Home Market Report 2022
2022-07-14T04:07:29+01:00
OX1100983
3695
153178
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Report
en_GB
“The words ‘smart home’ have become highly familiar to many Chinese consumers, with various smart devices available in the market and brands constantly marketing ‘smartness’ across all types of home…

China Smart Home Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“The words ‘smart home’ have become highly familiar to many Chinese consumers, with various smart devices available in the market and brands constantly marketing ‘smartness’ across all types of home appliances and devices. Despite consumers’ strong interest in having a smart home, ownership of various smart devices (excluding smart TVs) is not as high as expected. Such a gap indicates that there are barriers hindering consumers’ adoption of smart home devices, presenting opportunities for brands to stimulate further growth. While a fully connected and automated home is difficult to realise at the moment due to technological limits, smart home brands could constantly enhance the smart features of their products and provide holistic solutions to elevate the smart home experience for consumers.”
– Diana Shao, Category Director

Key issues covered in this Report

  • Features that are essential for a smart home or making a home smart
  • Ownership and interest in purchasing smart home devices
  • Reasons for consumers to purchase smart home devices
  • Consumer’s attitudes towards smart homes

Table of Contents

  1. Overview

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

            • The market
              • Growth of market slowly picking up speed
                • Figure 1: Sales volume of smart home devices, China, 2016-21
              • Smart security and emerging segments lead growth
                • Figure 2: Sales volume of smart home devices by segment, China, 2016-21
              • Consumers’ home-related spending is trending up
                • New technologies applied to improve connectivity and responsiveness of smart home devices
                  • Pre-instalment solutions show market potential
                    • The impact of the COVID-19 outbreak in 2022
                      • Companies and brands
                        • Technology brands continue to focus on ecosystem and connectivity
                          • Traditional brands play to their strengths in home appliances
                            • Specialised and internet brands enrich smart home product offerings
                              • Holistic smart home solutions and products catering for special needs gaining momentum
                                • Marketing with IP collaboration and promoting usage scenarios to communicate with different consumers
                                  • The consumer
                                    • Majority of consumers consider their home a ‘smart home’
                                      • Figure 3: Perception of smart home, 2022
                                    • Easy control and automation perceived to be primary features in a smart home
                                      • Figure 4: Smart home features – among those who think their home is smart, 2022
                                    • Remote control is most desired among consumers who don’t consider their home ‘smart’
                                      • Figure 5: Smart home features – among those who consider their home smart vs those who don’t, 2022
                                    • Ownership of smart home devices/appliances remains stable
                                      • Figure 6: Ownership of smart home devices, September 2020 vs January 2022
                                    • Strong purchase interest in smart cleaning and cooking devices
                                      • Figure 7: Purchase interest in smart home devices among non-owners, 2022
                                    • Home security motivates purchases the most
                                      • Figure 8: Purchase motivation for smart home devices, 2022
                                    • Highly positive attitudes towards smart home devices, but mingled with concerns and adoption barriers
                                      • Figure 9: Attitude towards smart homes, 2022
                                    • What we think
                                    • Issues and Insights

                                      • Home security tops consumers’ consideration for adopting smart home devices
                                        • The facts
                                          • The implications
                                            • Figure 10: 360’s smart camera focusing on children in different age groups, 2022
                                            • Figure 11: MI smart doorbell using AI to identify visitors, 2022
                                          • Control is the essential feature of a smart home
                                            • The facts
                                              • The implications
                                                • Figure 12: Huawei smart TV touch-and-project, 2022
                                                • Figure 13: Huawei’s holistic smart home solution, 2022
                                              • Justifying the value of smart home devices to drive further adoption
                                                • The facts
                                                  • The implications
                                                    • Figure 14: Tineco smart cooking machine, 2022
                                                    • Figure 15: Huawei smart home solution emphasising low carbon and energy savings, 2022
                                                • Market Size and Segmentation

                                                  • Growth of smart home market slowly picking up speed
                                                    • Figure 16: Sales volume of smart home devices, China, 2016-21
                                                  • Smart security and emerging segments lead growth
                                                    • Figure 17: Sales volume of smart home devices by segment, China, 2016-21
                                                • Market Factors

                                                  • Consumers’ home-related spending is trending up
                                                    • Figure 18: Respondents who spend more on the home compared to last month, 2020-22
                                                  • New technologies improve the connectivity and responsiveness of smart home devices
                                                    • Elevated expectation on smart home experience presents opportunities for pre-instalment solutions
                                                    • COVID Influences

                                                      • COVID-19 China context
                                                        • COVID-19 impact on the market and consumers
                                                          • The outbreak increased worries and hindered overall financial confidence
                                                            • Spending on home sector impacted, but interest in upgrading home appliances exists
                                                              • Figure 19: Respondents who spend more on the home compared to last month, Shanghai vs total, 2021-22
                                                              • Figure 20: Respondents who intend to trade up on home appliances, 2021-22
                                                          • Competitive Strategies

                                                            • Technology brands continue to focus on ecosystem and connectivity
                                                              • Traditional brands play to their strengths in home appliances
                                                                • Specialised and internet brands enrich smart home product offerings
                                                                • Who’s Innovating

                                                                  • Holistic smart home solutions are gaining momentum
                                                                    • Smart home devices catering for special needs show potential
                                                                        • Figure 21: Roborock smart vacuum highlights features fit for pet owners, 2022
                                                                      • IP collaboration and creation to appeal to consumers seeking emotional attraction
                                                                        • Figure 22: Ezviz baby friends series IP, 2021
                                                                      • Highlight scenarios and occasions to promote smart home usage
                                                                        • Figure 23: ‘Refresh air for yoga’ fast-action scenario on Haier Home app, 2022
                                                                    • Perception of Smart Home

                                                                      • Majority of consumers consider their home a ‘smart home’
                                                                        • Figure 24: Perception of smart home, 2022
                                                                        • Figure 25: Perception of smart home, by gender, generation, monthly household income level, city tier, 2022
                                                                      • Easy control and automation perceived to be primary features in a smart home
                                                                        • Figure 26: Smart home features – among those who think their home is smart, 2022
                                                                      • Family structure leads to different priorities for smart home features
                                                                        • Figure 27: Selected smart home features, by living situation, 2022
                                                                        • Figure 28: Selected smart home features, by living situation, 2022
                                                                      • Remote control is most desired among consumers who don’t consider their home smart
                                                                        • Figure 29: Smart home features – among those who consider their home smart vs those who don’t, 2022
                                                                    • Ownership and Purchase Interest

                                                                      • Ownership of smart home devices/appliances remains stable
                                                                          • Figure 30: Ownership of smart home devices, September 2020 vs January 2022
                                                                        • Nuclear and multi-generation families favour smart security, cleaning, and cooking products
                                                                          • Figure 31: Ownership of smart home devices, by living situation, 2022
                                                                        • Strong purchase interest in smart cleaning and cooking devices
                                                                          • Figure 32: Purchase interest in smart home devices among non-owners, 2022
                                                                      • Purchase Motivation

                                                                        • Home security motivates purchases the most
                                                                          • Figure 33: Purchase motivation for smart home devices, 2022
                                                                        • Families with multiple children and pet owners have highest demand for smart security
                                                                          • Figure 34: Selecting ‘home security’ as reason for purchasing smart home devices, by family structure and living situation, 2022
                                                                        • Importance of saving energy rises as consumers become older
                                                                          • Figure 35: Selecting ‘energy saving’ as reason for purchasing smart home devices, by generation, 2022
                                                                        • Smart devices to take care of the elderly are anticipated by younger generation and those with multi-generation family
                                                                          • Figure 36: Selecting ‘taking care of elders’ as reason for purchasing smart home devices, by generation and by living situation, 2022
                                                                        • Non-owners find energy-saving feature particularly appealing
                                                                          • Figure 37: Purchase motivations, non-owners vs. total, 2022
                                                                      • Attitudes towards Smart Homes

                                                                        • Strong interest mingled with concerns on data privacy
                                                                          • Figure 38: Selected attitudes towards smart homes, 2022
                                                                        • Quickly dated is a major concern and barrier
                                                                          • Figure 39: Selected attitudes towards smart homes, 2022
                                                                        • Single device is easy to use but pre-install is desired for improving experience
                                                                          • Figure 40: Selected attitudes towards smart homes, 2022
                                                                        • Proof of value-for-money and offline experience could drive further smart home adoption
                                                                          • Figure 41: Selected attitudes towards smart homes, 2022
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Abbreviations

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