Author: Mintel Group Ltd.
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Small Home Appliances - China - October 2020
Overview
 
What you need to know
Due to COVID-19, the small home appliance market is currently experiencing a slight decrease in retail sales; however, it has also accelerated consumer willingness to upgrade their spending on small home appliances. Their willingness to upgrade can be divided into two parts. 

Consumers see the home as a reflection of their own personal aesthetic and are putting more emphasis on the smart home concept. In the meantime, design is also important in purchasing premium small home appliances, especially from a male perspective. 

Consumers’ willingness to upgrade their large home appliances has also successfully captured brands attention. As consumers gradually understand their own identity, it becomes more important for brands to resonate their product features with various sub consumer groups with tools such as IP collaboration. 

Consumers in tier three cities have a different concept of what is premium than those living in tier one cities. Multifunctionality is actually something consumers from tier three cities consider premium, whereas those living in tier one cities do not. Small home appliance brands should also adjust their channel strategy accordingly.

Covered in this Report
The small home appliances market is divided into kitchen and lifestyle (personal care) appliances.

Kitchen appliances include but are not limited to coffee machines, electric ovens, bread makers juicers/hand blenders, soymilk makers, electric kettles/health pot electric stew pots, electric pressure cookers, microwaves, automatic cooking machines, etc.

Lifestyle/personal care appliances include but are not limited to sweeping robots, electric brushes, hairdryers, shavers, cordless vacuums, electric massagers/massage machines, hang ironing machines/steam brushes, electric mops/sweepers, dehumidifiers, humidifiers and foot spa machines.

Smart appliances are defined as: 

1. Electronics that communicate between themselves within the home 

2. Devices that can be remotely monitored or controlled using a mobile app or website 

3. Devices that adjust operation based on observed behaviour.

Small home appliances exclude electrical products that are designed for decoration purposes such as lamps, smart speakers and the following beauty devices: facial cleansing devices, acne/pore removal devices, infusion and exfoliation devices, eye care devices, massage devices, massage infusion devices/RF devices, facial steamers, LED light therapy devices, portable spray devices, at-home laser beauty devices and make-up brushes/make-up applicators.

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