Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definitions
- Excluding
Executive Summary
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- The market
- China’s household and cleaning appliances market expects steady growth
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- Figure 1: Best- and worst-case forecast of value sales of household and cleaning appliances, 2015-25
- Health concerns increase popularity of cleaning products
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- Figure 2: Segment value sales of household and cleaning appliances, China, 2014-20 est
- Increasing disposable income drives pursuit for better lifestyles
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- Figure 3: China per capita disposable income, 2013-20
- COVID-19 focused attention on health and promoted market growth
- Rising pet ownership drives more demands in household and cleaning appliances
- Unattended household and cleaning appliances are more popular
- eCommerce lowers barriers and drives product penetration
- Companies and brands
- Build strategy in whole-house smart solutions
- Drive growth within brands’ private channels
- Product segmentation and functional upgrades promote category development
- Philips
- Ecovacs
- Roborock
- The consumer
- High ownership of indoor air cleaning appliances, and strong will to buy floor cleaning appliances
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- Figure 4: Ownership and purchasing interest of household and cleaning appliances, March 2021
- Omnichannel strategy is the future
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- Figure 5: Purchasing channels for household and cleaning appliances, March 2021
- Win consumers’ attention and loyalty through various channels
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- Figure 6: Information source when buying household and cleaning appliances, March 2021
- Cleaning technology drives premiumization
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- Figure 7: Factors for buying premium floor cleaning appliances, March 2021
- Increasing demand for smarter air purifiers
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- Figure 8: Factors in purchasing air purifiers, March 2021
- A promising market for household and cleaning appliances in China
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- Figure 9: Attitudes towards household and cleaning appliances, March 2021
- What we think
Issues and Insights
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- Establish loyalty among young consumers with transparency and efficiency
- The facts
- The implications
- Premiumization opportunity among pet owners
- The facts
- The implications
The Market – What You Need to Know
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- Limited impact from COVID-19 and future market development is expected
- Flourishing pet market promotes demand for household and cleaning appliances
- Omnichannel is more important
Market Size and Forecast
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- China household and cleaning appliances market expects steady growth
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- Figure 10: Retail sales of household and cleaning appliances in China, 2014-20 est
- Figure 11: Best- and worst-case forecast of value sales of household and cleaning appliances, 2015-25
Market Drivers
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- Increasing disposable income drives pursuit for better lifestyles
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- Figure 12: China per capita disposable income, 2013-20
- The outbreak spurred attention to health and promoted market growth
- Rising pet ownership drives greater demands for household and cleaning appliances
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- Figure 13: Pettime’s cat dryer, June 2020
- Unattended household and cleaning appliances are more popular
- eCommerce lowers barriers and drives product penetration
Market Segmentation
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- Health concerns increase popularity of cleaning products
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- Figure 14: Segment value sales of household and cleaning appliances, China, 2014-20 est
Key Players – What You Need to Know
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- Big brands layout product ecology and cleaning appliances benefit from greater health focus
- Competition in segment categories
- Unattended cleaning appliances are the next opportunity
Key Player Performance
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- Midea
- Gree
- Haier
- Dyson
- Philips
- Ecovacs
- Lexy
- Roborock
Competitive Strategies
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- Build strategy in whole-house smart solutions
- Drive growth within brands’ private traffics
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- Figure 15: Dyson’s outlets on WeChat Mini program, October 2020
- Product segmentation and functional upgrades promote category development
Who’s Innovating?
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- Pet popularity drives new product development
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- Figure 16: PETKIT smart litter box for cat, September 2020
- Laser detection for floor cleaning by Dyson
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- Figure 17: Dyson’s V12 Detect Slim cordless vacuum cleaner, March 2021
- iDEEBO’s all-in-one floor cleaner with UV sterilization
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- Figure 18: iDEEBO’s ID-T80 floor cleaner with UV sterilization, January 2021
- Air purifier for a private space
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- Figure 19: Jingtanhao toilet air purifier, April 2021
- Panasonic’s energy-saving air purifier
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- Figure 20: Panasonic air purifier 93C0PJD, September 2020
- Supor good-looking mite cleaner
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- Figure 21: Supor’s mite cleaning VCM16A, October 2020
The Consumer – What You Need to Know
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- Ownership continues to grow to solve health concerns
- Enhance life quality and efficiency with vacuum cleaners
- Smart function is expected for man-less operation
Ownership and Usage
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- High ownership for indoor air cleaning appliances, and strong will to buy floor cleaning appliances
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- Figure 22: Ownership and purchasing interest of household and cleaning appliances, March 2021
- Low penetration in household and cleaning appliances
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- Figure 23: Repertoire analysis of household and cleaning appliances ownership, March 2021
- Man-less products can target singles
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- Figure 24: Interest in buying household and cleaning appliances among non-owners, by family structure, March 2021
- Target pet owners as heavy users
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- Figure 25: Own and use household and cleaning appliances at least once a week, by living situation, March 2021
Purchasing Channels
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- Omnichannel strategy is the future
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- Figure 26: Purchasing channels for household and cleaning appliances, March 2021
- Younger consumers favour shopping offline
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- Figure 27: Purchasing channels for household and cleaning appliances, by age, March 2021
- Stimulate high earners to shop within brands’ own ecosystems
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- Figure 28: Purchasing channels for household and cleaning appliances, by monthly household income, March 2021
Information Sources
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- Win consumers’ attention and loyalty through various channels
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- Figure 29: Information source when buying household and cleaning appliances, March 2021
- Younger generations believe in themselves
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- Figure 30: Information source when buying household and cleaning appliances, by generation, March 2021
Vacuum Cleaner Premiumization Factors
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- Stable ownership and more purchasing intention from young consumers and singles
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- Figure 31: Ownership and purchasing interest of floor cleaning appliances, March 2021
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- Figure 32: Interest in buying household and cleaning appliances among non-owners, by age and family structure, March 2021
- Figure 33: Intent to purchase other vacuum cleaners among vacuum cleaner owners, by type, 2020 to 2021
- Cleaning technology drives premiumization
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- Figure 34: Factors for buying premium floor cleaning appliances, March 2021
- Younger consumers demand more advanced features
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- Figure 35: Factors for buying premium floor cleaning appliances, by generation, March 2021
- Involve women in decision-making journey
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- Figure 36: Factors for buying premium floor cleaning appliances, by gender, March 2021
Air Purifier Purchasing Factors
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- Increasing demands for smarter air purifiers
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- Figure 37: Factors in purchasing air purifiers, March 2021
- Meet needs of pet owners
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- Figure 38: Selected factors in purchasing air purifiers, by age, family structure and living situation, March 2021
- More smart functions will be needed
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- Figure 39: Selected factors in purchasing air purifiers, by gender, age, region and company type, March 2021
Attitudes towards Household and Cleaning Appliances
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- A promising market for household and cleaning appliances in China
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- Figure 40: Selected attitudes towards household and cleaning appliances, March 2021
- More diversified features are expected
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- Figure 41: Attitudes towards household and cleaning appliances, March 2021
- Parents can be trendsetters
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- Figure 42: Strongly agree on selected attitudes towards household and cleaning appliances, by family structure, March 2021
Meet the Mintropolitans
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- Drive penetration in Non-MinTs
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- Figure 43: Repertoire analysis of household and cleaning appliances ownership, by consumer classification, March 2021
- MinTs are keen for premium functions
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- Figure 44: Strongly agree on selected attitudes towards household and cleaning appliances, by consumer classification, March 2021
Appendix – Market Size and Forecast
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- Figure 45: Best- and worst-case forecast of value sales of household and cleaning appliances, China, 2015-25 (fore)
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Appendix – Methodology and Abbreviations
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- Methodology
- Abbreviations
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