Table of Contents
Executive Summary
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- The market
- Impact of COVID-19 on small home appliances
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- Figure 1: Short, medium and long-term impact of COVID-19 on the small home appliance industry, October 2020
- Small home appliances are still the growth engine for home appliances
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- Figure 2: Retail sales of small home appliances, China, 2015-20 est
- Small home appliance industry experience rapid growth
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- Figure 3: Total China retail sales and forecast of small home appliances, at current prices, 2015-25
- Companies and brands
- Brands are doing cross-industry collaborations
- Design and technology is the core competency
- The consumer
- Health ranks top
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- Figure 4: Ownership and usage of selected small kitchen appliances, August 2020
- Cleaning products could sell
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- Figure 5: Owner and usage of lifestyle home appliances, June 2019 vs August 2020
- Online channels receive most traffic
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- Figure 6: Purchase channel of small home appliances, August 2020
- Price is not a priority when purchasing
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- Figure 7: Purchase factors to buy small home appliances, August 2020
- User experience vitals in product innovation
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- Figure 8: Innovative features, August 2020
- Technology and design matter for premiumisation
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- Figure 9: The concept of premium, August 2020
- What we think
Issues and Insights
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- Health element is prevalent
- The facts
- The implications
- Consumer’s lifestyle is urging convenience and design
- The facts
- The implications
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- Figure 10: Morphy Richards self-cleaning storage for kitchen knives, May 2020
The Market – What You Need to Know
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- Small home appliances are still the growth engine for home appliances
- Consumption upgrade manifest differently
Market Size and Forecast
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- Small home appliances are still the growth engine for home appliances
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- Figure 11: Retail sales of small home appliances, China, 2015-20 est
- Consumption upgrade that promotes quality products meeting personalised needs
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- Figure 12: Total China retail sales and forecast of small home appliances, at current prices, 2015-25
Market Drivers
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- Life at home during lockdown increased consumer’s interest in small home appliances
- Health awareness is fuelling the market growth
- Smart home appliance systems are convenient
- Marketing with Chinese culture
Key Players – What You Need to Know
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- Local brands running race
- IP collaboration is useful
- Single economy matters
Performance of Top Players
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- Midea
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- Figure 13: Xiaomi touch screen monitor, October 2020
- Joyoung
- Supor
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- Figure 14: Doraemon collaboration with Supor
- Dyson
- Xiaomi
Competitive Strategies
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- Meeting personalised needs from subgroups
- Design and technology are the core competencies
- IP collaboration, a powerful tool
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- Figure 15: Line friend’s collaboration with Joyoung, October 2020
- Figure 16: Doraemen’s collaboration with Supor, October 2020
- Channels-oriented product development
Who’s Innovating?
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- Lock & Lock venturing into small home appliance
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- Figure 17: Lock n Lock’s kitchen appliance, July 2020
- Single economy
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- Figure 18: Little bear electric, October 2020
- High-tech giants enter small home appliances
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- Figure 19: Lebooo electric toothbrush with Huawei HiLink, January 2020
The Consumer – What You Need to Know
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- Health with convenience
- House cleaning products are popular
- Online channels are dominant
- Multifunctionality is the most important driver
- Less cleaning needed
Ownership and Usage of Small Kitchen Appliances
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- The idea of health vitals in small kitchen appliances
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- Figure 20: ownership and usage of selected small kitchen appliances, August 2020
- Purchase less but use frequently
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- Figure 21: Ownership and proportion of frequent users, August 2020
- Morning breakfast cooker posing gender difference
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- Figure 22: Morning breakfast cooker ownership and usage, by generation and monthly personal income and marital status, August 2020
- Electric pressure cookers have potential interest among younger demographics
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- Figure 23: Ownership of electric pressure cookers and electric stew pots, June 2019 vs August 2020
- Figure 24: Ownership of electric stew pots, by company type and education, August 2020
Ownership and Usage of Small Lifestyle Appliances
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- Personal care is popular, and floor cleaners are in demand
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- Figure 25: Owner and usage of lifestyle home appliance, June 2019 vs August 2020
- Easy choice between robots and cordless vacuum cleaners
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- Figure 26: Consumers who have used robots or cordless vacuum cleaners at least once a week, by generation, marital status and city tier, August 2020
- Females favour personal care appliance more
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- Figure 27: Consumers who have used selected appliances at least once a week, by gender, August 2020
- Healthy air quality desired
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- Figure 28: Have an air purifier and have used at least once a week in the last six months, by city tiers and marital status, August 2020
Purchase Channels
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- Online channels dominate small home appliance
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- Figure 29: Purchase channel of small home appliances, August 2020
- Males keen on exploring information via online stores
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- Figure 30: Purchase channel of small home appliances, by gender, August 2020
- Shopping in families
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- Figure 31: Purchase channel of small home appliances, by marital status, August 2020
Purchase Influencers
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- Multifunctionality and smartness are two most important factors
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- Figure 32: Purchase factors to buy small home appliances, August 2020
- Males and females have a different focus
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- Figure 33: Purchase factors to buy small home appliances, by gender and age, August 2020
- Not just an electrical appliance at house
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- Figure 34: Selected purchase influencers, by home sizes, August 2020
Innovative Features
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- Less time spent on cleaning
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- Figure 35: Innovative features, August 2020
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- Figure 36: No hands needed series of soymilk makers by Joyoung, August 2020
- Difference of gender on innovative features
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- Figure 37: Innovative features, by gender, August 2020
- Premium features do not only apply to consumers with high monthly income
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- Figure 38: Innovative features by monthly household income, August 2020
Concept of Premium
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- Functions are still the priority of premiumisation
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- Figure 39: Key features associating with premium concept for small home appliances, August 2020
- Smart features are more premium for younger consumers
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- Figure 40: Concept of premium, by age, August 2020
- Premium for high incomers
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- Figure 41: Concept of premium, by monthly household income, August 2020
- Tier three and lower cities still require brand marketing
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- Figure 42: Concept of premium, by city tiers, August 2020
Meet the Mintropolitans
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- Brand standalone stores are the growth channel
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- Figure 43: Purchase channels for small home appliances, by consumer classification, August 2020
- Light and convenient are not considered premium
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- Figure 44: Product features that consumers are willing to pay more for, August 2020
Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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