Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Description

Description

“Smart home appliances are only the beginning. Health and good product appearance design will be strategic considerations for brands and companies to invest in over the next five years. In order to maintain rapid growth, educating younger males about their unmet needs should be on the table for every executive in the industry.”

– Roger Shi, Research Analyst

This report examines the following issues:

  • Smart is the starting point of consumption upgrade
  • Health is valued more once it is convenient
  • Younger males have woken up to their unmet needs

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • Figure 1: Retail value of small household appliances, CHINA 2014-2019
            • Figure 2: Best- and worst-case forecast of retail value of small household appliances, China 2014-24
          • Companies and brands
            • Figure 3: Market share by top 10 brands in the small household appliance industry, CHINA 2014-2019
          • The consumer
            • Convenience and health are two present and future themes in the kitchen appliance industry
                • Figure 4: Anti-fumes products on Taobao
                • Figure 5: Ownership and usage of kitchen appliances
              • Smart speakers, robot vacuum cleaners, smart toilets/toilet seats and cordless vacuums are most successful innovations
                  • Figure 6: Usage of owned lifestyle appliances
                • Consumers are lazy and they don’t just follow trends
                  • Figure 7: Purpose of using small household appliances
                  • Figure 8: Dyson supersonic hairdryer on Tmall
                • Online and offline to co-exist for foreseeable future
                    • Figure 9: Purchase attitude of small household appliances
                  • Easy to use, smart and multi-functional are three most important factors
                      • Figure 10: Triggers to purchase small household appliances
                    • All demographics looking for easier lives
                      • Figure 11: Wall hanging washing machine for baby clothes
                      • Figure 12: Consumer attitudes towards small household appliances
                    • What we think
                    • Issues and Insights

                      • Smart is the starting point of consumption upgrade
                        • The facts
                          • The implications
                            • Figure 13: Market share by top 10 brands in the small household appliance industry, CHINA 2014-2019
                            • Figure 14: Purchase influencers – CHAID – Tree output, June 2019
                          • Health is valued more once it is convenient
                            • The facts
                              • The implications
                                • Figure 15: Smart device collection, Balance of Being, by Panasonic and Layer
                                • Figure 16: Airpool SMART Reindeer (Portable)
                                • Figure 17: SIAU’s handbag size heater
                              • Younger males have woken up to their unmet needs
                                • The facts
                                  • The implications
                                      • Figure 18: Erye (二爷) blog image 1
                                      • Figure 19: Erye (二爷) blog image 2
                                      • Figure 20: Erye (二爷) blog image 3
                                      • Figure 21: Philips facial cleansing device
                                  • The Market – What You Need to Know

                                    • Small home appliance market is reaching a later stage of the industry cycle
                                      • Consumption upgrade has driven small home appliance market growth
                                      • Market Size and Forecast

                                        • Small household appliance industry becomes more developed
                                          • Figure 22: Retail value of small household appliances, CHINA 2014-2019
                                        • Small household appliance reaps more benefits from consumption upgrade
                                          • Figure 23: Retail value of large vs small household appliances, CHINA 2014-2019
                                        • Small household appliance industry to reach highest rate of growth in 2021 and then plateau
                                          • Figure 24: Best- and worst-case forecast of retail value of small household appliances, China 2014-24
                                      • Market Factors

                                        • The rise of e-commerce is fuelling innovation
                                          • Consumption upgrade drives home appliance growth
                                          • Key Players – What You Need to Know

                                            • Small home appliance industry is a successful testing ground for younger brands
                                              • Figure 25: Market share by top 10 brands in the small household appliance industry, CHINA 2014-2019
                                            • Convenience-based health products latest trend
                                              • Talking to young consumers the way they want is effective
                                              • Market Share

                                                • Xiaomi is the leading brand with highest growth rate
                                                  • Figure 26: Xiaomi’s household appliance offerings
                                                  • Figure 27: Market share by top 10 brands in the small household appliance industry, CHINA 2014-2019
                                              • Competitive Strategies

                                                • Taking research and development back to school is the new trend
                                                  • Figure 28: Robam’s cooking 2025 innovation boot camp
                                                • Premiumization is more than just state-of-the-art products
                                                  • Figure 29: Happiness pledge 1-3
                                                  • Figure 30: Happiness covenant 2-3
                                                  • Figure 31: Happiness pledge 3-3
                                                  • Figure 32: Haier’s pop-up store
                                                  • Figure 33: Haier’s pop-up store interior design
                                                  • Figure 34: Haier’s pop-up store rooms
                                                • Automation makes cooking faster and better
                                                    • Figure 35: Mellow’s sous vide machine
                                                    • Figure 36: Vorwerk cooking machine’s 12 different ways of cooking
                                                    • Figure 37: Vorwek’s Thermomix
                                                  • Talking to young consumers in their language is key
                                                    • Figure 38: Bear Electrics’ live feed
                                                    • Figure 39: Bear Electric’s celebrity endorsement by Yixing Zhang
                                                • Who’s Innovating?

                                                  • It’s portable
                                                    • Personal care:
                                                      • Figure 40: Airpool SMART Reindeer (Portable)
                                                      • Figure 41: SIAU’s handbag size heater
                                                    • Kitchen appliances:
                                                      • Figure 42: Joyoung portable juicer
                                                      • Figure 43: Portable dishwasher by Midea on JD Mall
                                                    • Entertainment related:
                                                      • Figure 44: Portable projector H2 by XGIMI
                                                      • Figure 45: Lune 4K by XGIMI
                                                    • It delivers a healthy lifestyle
                                                      • Figure 46: Smart device collection, Balance of Being, by Panasonic and Layer
                                                      • Figure 47: AirDresser from Samsung
                                                      • Figure 48: LG Styler
                                                      • Figure 49: Air fryer by Philips
                                                      • Figure 50: Air fryer by Joyoung
                                                      • Figure 51: Air fryer by Midea
                                                      • Figure 52: Shoes heater by AUX
                                                  • The Consumer – What You Need to Know

                                                    • Ownership and usage
                                                        • Figure 53: Ownership and usage of kitchen appliances
                                                        • Figure 54: Usage of owned lifestyle appliances
                                                      • Purchase factors
                                                        • Figure 55: Triggers to purchase small household appliances
                                                      • Consumer attitudes
                                                          • Figure 56: Wall hanging washing machine for baby clothes
                                                          • Figure 57: Consumer attitudes towards small household appliances
                                                      • Ownership and Usage: Kitchen Appliances

                                                        • Convenience and health are two present and future themes in the kitchen appliance industry
                                                            • Figure 58: Anti-fumes products on Taobao
                                                            • Figure 59: Ownership and usage of kitchen appliances
                                                          • Bread makers catching young consumers’ attention
                                                            • Figure 60: Balmuda toaster’s five different cooking modes
                                                            • Figure 61: Consumers interested in a buying bread maker, by age
                                                          • Men and women’s awareness of health determines their adoption rate of certain products
                                                            • Figure 62: Gender makeup of juicer and soymilk maker frequent users
                                                        • Ownership and Usage: Lifestyle Appliances

                                                          • Smart speakers, robot vacuum cleaners, smart toilets/toilet seats and cordless vacuums are most successful innovations
                                                              • Figure 63: Usage of owned lifestyle appliances
                                                            • Limited consumer base interested in using smart home appliances to clean the home
                                                              • Figure 64: Change in small home appliance ownership, 2018 vs 2019
                                                            • City tiers do not play a factor in how consumers adopt and use frequently utilized lifestyle appliances
                                                              • Figure 65: Ownership and usage of high-frequency lifestyle appliances, by city tier
                                                            • Kitchen appliances are not as well utilized as lifestyle ones
                                                              • Figure 66: Small household appliances with highly frequent usage
                                                          • Consumption Purpose

                                                            • Consumers are lazy and they don’t just follow trends
                                                              • Figure 67: Purpose of purchasing small household appliances
                                                              • Figure 68: Dyson supersonic hairdryer on Tmall
                                                              • Figure 69: Dyson’s creative material on Tmall
                                                            • Gender is not a factor in purchasing small household appliances
                                                              • Figure 70: Purpose of purchasing small household appliances, by gender
                                                              • Figure 71: FOREO’s men face brush
                                                          • Purchase Attitudes

                                                            • Online and offline to co-exist for foreseeable future
                                                                • Figure 72: Purchase attitude of small household appliances
                                                              • Younger males could be a strategic customer segment
                                                                • Figure 73: Purchasing attitudes, by gender & age
                                                                • Figure 74: Purchasing attitudes, by gender
                                                              • Brands and companies could target home accessories fanatics to increase product penetration
                                                                  • Figure 75: Attitudes toward small household appliance purchase, by those who like to be informed on home accessories
                                                                • Convenience in shopping channels could boost sales of large and small household appliance bundles
                                                                  • Figure 76: Large household appliance shopping channels, by those who purchased large and small household together
                                                                  • Figure 77: Suning’s poster for household appliance festival
                                                                  • Figure 78: Haier’s festival
                                                              • Purchase Factors

                                                                • Easy to use, smart and multi-functional are three most important factors
                                                                    • Figure 79: Triggers to purchase small household appliances
                                                                  • Building brand loyalty is no easy task; males’ appreciation of design has awakened
                                                                    • Figure 80: Triggers to purchase small household appliances, by gender & age
                                                                  • Smart technology should bring convenience and de-stress home life
                                                                    • Figure 81: Key drivers of purchase influencers, June 2019
                                                                  • Targeting technology enthusiasts could enhance market penetration of products with good design
                                                                      • Figure 82: Purchase influencers – CHAID – Tree output, June 2019
                                                                      • Figure 83: Purchase influencers – CHAID – Tree output, June 2019
                                                                  • Consumer Attitudes

                                                                    • All demographics looking for easier lives
                                                                      • Figure 84: Wall hanging washing machine for baby clothes
                                                                      • Figure 85: Consumer attitudes towards small household appliances
                                                                    • Small home appliances can be more tasteful
                                                                        • Figure 86: Consumer attitudes towards small household appliances
                                                                      • Small household appliances should try to be fun for families with kids
                                                                          • Figure 87: Consumers who think small home appliances should make life more fun, by family structure
                                                                        • Men begin to be aware of their unfulfilled needs
                                                                          • Figure 88: Consumers who think there should be small home appliances designed for specific consumer group, by age & gender
                                                                          • Figure 89: Erye (二爷) blog image 1
                                                                          • Figure 90: Erye (二爷) blog image 2
                                                                          • Figure 91: Erye (二爷) blog image 3
                                                                          • Figure 92: Philips facial cleansing device
                                                                      • Meet the Mintropolitans

                                                                        • Mintropolitans are more likely to spend money on smartness and creativity
                                                                          • Figure 93: Triggers to purchase small household appliances, by consumer classification
                                                                        • Younger Mintropolitans are inexperienced and opinionated
                                                                          • Figure 94: Factors to purchase small home appliances, by consumer classification & age
                                                                          • Figure 95: Purpose of using small home appliances, consumer classification & age
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 96: Market forecast of small household appliances, 2014-19
                                                                          • Figure 97: Market forecast of small household appliances, 2014-19
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Fan chart forecast
                                                                          • Appendix: Key Driver Analysis

                                                                            • Methodology
                                                                              • Interpretation of results
                                                                                • Figure 98: Key drivers of purchase influencers, June 2019
                                                                            • Appendix: CHAID analysis

                                                                              • Methodology
                                                                                • Interpretation of results
                                                                                  • Figure 99: Purchase influencers– CHAID – Tree output, June 2019
                                                                              • Abbreviations

                                                                                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 tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                Trusted by companies. Big and small.