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Smart Home - China - December 2018

“Home appliances being ‘smart’ is no longer distant from Chinese consumers, and consumers are educated that automation can save them effort and bring convenience. Price instead of privacy is the biggest barrier to purchasing, suggesting brands need to put more effort into communicating the smart home’s value for money.”
– Yihe Huang, Research Analyst

This report looks at the following areas:

  • A competition between product manufacturers and service providers
  • Smart home for wider range of consumers
  • Uncover the true meaning of value for money to bargain hunters and trend leaders

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Table of contents

  1. Overview

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

          • The market
            • A booming market with various types of players participating
              • Higher anticipation on living environment and economies of scale drive growth
                • The consumer
                  • Smart home appliances will compete on the level of automation
                    • Figure 1: Functions of current home appliance and ‘must-have’ functions of smart home, August 2018
                  • Voice control is widely known but little used
                    • Figure 2: Usage of and interest in voice control functions, August 2018
                  • Smart video appliances are owned most, while smart kitchen appliances don’t draw much interest
                    • Figure 3: Smart home appliance ownership and interests, August 2018
                  • Consumers are more convenience-driven than technology-driven
                    • Figure 4: Reasons for interest in smart home, August 2018
                  • More concern on price than privacy
                    • Figure 5: Purchasing barriers of smart home devices, August 2018
                  • Information about smart home comes from browsing shopping
                    • Figure 6: Information channels of smart home devices, August 2018
                  • What we think
                  • Issues and Insights

                    • A competition between product manufacturers and service providers
                      • The facts
                        • The implications
                          • Smart home for wider range of consumers
                            • The facts
                              • The implications
                                • Uncover the true meaning of value for money to bargain hunters and trend leaders
                                  • The facts
                                    • The implications
                                      • Figure 7: Mijia smart home function introduction, November 2018
                                  • The Market – What You Need to Know

                                    • Competition gets intense among four types of market players
                                      • Booming market with drivers on both supply and demand sides
                                      • Market Overview

                                        • A fragmented market with players with divergent backgrounds
                                          • Traditional manufacturers highlight their specialty
                                            • Technology companies expanding their business in smart home industry
                                              • Internet companies want their service to get used
                                                • Internet carriers try to break through via routers and OTTs
                                                • Market Drivers

                                                  • Desire for a safer, cleaner home environment drives purchase
                                                    • Economies of scale make smart home products accessible
                                                      • IoT, the fundamental part of a smart home, has been a national focus
                                                      • The Consumer – What You Need to Know

                                                        • Consumers see controlling and connection as most important, and they usually don’t use voice control
                                                          • Smart video appliances have become common
                                                            • Convenience is the biggest driver while high price is the biggest barrier
                                                              • E-commerce websites an information-sharing centre for smart home products
                                                              • Must-have Smart Home Functions

                                                                • Smart home means controlled and connected home
                                                                  • Figure 8: Functions of current home appliance and ‘must-have’ functions of smart home, August 2018
                                                                  • Figure 9: Functions of current home appliance and ‘must-have’ functions of smart home, by gender, August 2018
                                                                • Automatic adjustment is the key hook for smart home
                                                                  • Premium factor: voice control and acting as a control hub
                                                                    • Figure 10: ‘Must-have’ functions of smart home, by household income, August 2018
                                                                  • More tier one and northern consumers currently use smart home appliances to better cope with environment
                                                                    • Figure 11: Functions of current home appliance, by city tier, August 2018
                                                                    • Figure 12: Functions of current home appliance, by region, August 2018
                                                                • Preferred Voice Control Function

                                                                  • Voice command is not yet widely used, especially for shopping
                                                                    • Figure 13: Usage of and interest in voice control functions, August 2018
                                                                  • More parents are interested in using voice control functions
                                                                    • Figure 14: Usage of and interest in voice control functions, by presence of children in household, August 2018
                                                                    • Figure 15: Usage of and interest in reading stories or answering questions for children, by age, August 2018
                                                                • Ownership and Interest in Purchases

                                                                  • Smart video appliances have become quite common
                                                                    • Figure 16: Smart home appliance ownership and interests, August 2018
                                                                  • Smart kitchen appliances not yet realising their full potential
                                                                    • Chinese consumers are more interested in smart home than consumers in Western markets
                                                                      • Early users of niche smart home appliances: tier one and eastern consumers
                                                                        • Figure 17: Smart home appliance ownership, by city tier, August 2018
                                                                        • Figure 18: Smart home appliance ownership, by region, August 2018
                                                                    • Triggers to Purchase

                                                                      • Convenience outperforms curiosity
                                                                        • Figure 19: Reasons for being interested in smart home, August 2018
                                                                        • Figure 20: Reasons for being interested in smart home – TURF analysis – August 2018
                                                                      • Technology breakthroughs weigh more than brand image
                                                                        • Figure 21: Selected reasons for being interested in smart home, by age, August 2018
                                                                      • Parents anticipate features helping them to relieve and saving time
                                                                        • Figure 22: Selected reasons for being interested in smart home, by presence of children in household, August 2018
                                                                    • Barriers to Purchase

                                                                      • What drives disinterest in smart home, price or privacy?
                                                                        • Figure 23: Barriers to purchasing smart home devices, August 2018
                                                                      • Consumers with middle household income level seem to be more suspicious
                                                                        • Figure 24: Selected barriers to purchasing smart home devices, by household income, August 2018
                                                                    • Information Channels

                                                                      • Digital platforms are primary information channels
                                                                        • Figure 25: Channels from which consumers learn about smart home devices, August 2018
                                                                        • Figure 26: Channels from which consumers learn about smart home devices – repertoire analysis, August 2018
                                                                      • Articles on me-media attract more males and consumers with middle household income level
                                                                        • Figure 27: Selected channels from which consumers learn about smart home devices, by gender, August 2018
                                                                        • Figure 28: Selected channels from which consumers learn about smart home devices, by household income, August 2018
                                                                      • Leverage mobile advertisement channels to attract 25-29-year-olds
                                                                        • Figure 29: Selected channels from which consumers learn about smart home devices, by age, August 2018
                                                                    • Meet the Mintropolitans

                                                                      • Mintropolitans tend to be early birds
                                                                        • Figure 30: Smart home appliance ownership, by consumer classification, August 2018
                                                                        • Figure 31: Functions of current home appliance, by city tier, August 2018
                                                                      • Attract Mintropolitans via videos and well-designed ads
                                                                        • Figure 32: Channels from which consumers learn about smart home devices, by consumer classification, August 2018
                                                                      • More Mintropolitans interested in smart home appliance for non-practical reasons
                                                                        • Figure 33: Reasons for being interested in smart home, by consumer classification, August 2018
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Abbreviations

                                                                        Smart Home - China - December 2018

                                                                        US $4,460.00 (Excl.Tax)