中國的家庭電器產品市場

中國的家庭電器產品市場 是由出版商Euromonitor International在2010年12月所出版的。 這份英文市場調查報告書價格從美金2400起跳。

簡介

本報告提供中國的家電產品市場最新趨勢相關調查，產業整體結構與發展趨勢，再加上主要企業簡介，以及主要產品領域的市場規模實際成果值·預測值(2005-2010年2015年)和競爭結構等分析評估，並將結果概述為以下內容。

中國的家庭電器產品產業概要

• 執行摘要
• 主要的趨勢與發展
• 市場指標
• 市場資料
• 定義

中國的家電製造商簡介

• Chigo Group
• Galanz Enterprises Group Co
• GD Midea Holding Co Ltd
• GOME Electrical Appliances Holding Ltd
• Haier Group
• Joyoung Co Ltd
• Suning Appliance Co Ltd
• Zhejiang Supor Cookware Co Ltd
• Zhongshan Vatti Gas Appliance Stock Co ltd
• Zhuhai Gree Electronics Co Ltd

空調機器(加濕器·除濕機·空氣清淨機等)

自動洗碗機

食品加工·調理機(電動食品調理機·打蛋機等)

暖氣設備

洗衣機

熨斗

大型烹調器具(抽油煙機·烤箱等)

微波爐

個人保養用品

冰箱

小型烹調器具(電鍋·烤麵包機等)

小型廚房器具(非烹調用，咖啡研磨機·切片機等)

吸塵器

圖表一覽

目錄

Abstract

About this Report

This Euromonitor market report provides market trend and market growth analysis of the Consumer Appliances industry in China. With this market report, you' ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Consumer Appliances in China market research report includes:

• Analysis of key supply-side and demand trends
• Detailed segmentation of international and local products
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

• What is the market size of Consumer Appliances in China?
• What are the major brands in China?
• How was category performance been affected by current economic climate?
• How is penetration for consumer appliances going to develop over the medium term?

Why buy this report?

• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply functions

EXECUTIVE SUMMARY

Supportive government policies continue to boost sales

The recovering economy and supportive government policies, represented by the Household Appliance Trade-In Subsidy Programme and the Rural Household Appliance Subsidy Programme, further boosted sales of consumer appliances in China, resulting in vigorous double-digit volume growth. Product upgrades amongst urban consumers and the higher penetration of consumer appliances in the rural market were the major themes in the consumer appliances market in China in 2010.

Major appliances bounces back to buoyant growth

Major appliances, which experienced slower growth in 2008 and 2009, bounced back to robust growth in 2010, mainly due to two government policies. The apparent premiumisation trend in major appliances such as refrigeration appliances and home laundry appliances pushed up value sales, whereas growing health awareness amongst consumers increased sales of large cooking appliances, especially cooker hoods.

GD Midea holds the absolute lead in an increasingly consolidated market

Domestic players dominate the consumer appliances market in China, led by GD Midea. This can mainly be attributed to the overwhelming prevalence of mass products in the market. Even though the premiumisation trend has already emerged in some categories, most consumers are still relatively price-sensitive in China. Reliant on its competitive strengths in both major and small appliances, GD Midea was able to continue its volume share gain in the consumer appliances market in the review period. With its strong foothold in the mass market, the company is also making efforts to expand into the high end of the market by launching more premium products; for instance, Steam Cube X5 microwaves and Yishang front-loading washing machines.

Retailers' initiatives fuel sales

Electrical goods retailers multiples, represented by Gome and Suning, continued to expand as the leading distribution channel for consumer appliances in China in 2010. In addition to outlet penetration in lower-tier markets, electrical goods retailers have taken the initiative to attract consumers with new shopping experiences or customer-tailored products. Suning Elite, for example, was launched by Suning at the end of 2009, targeting wealthy consumers in major cities across China. Gome, on the other hand, was involved for the first time in the development, design, production and sale of three consumer appliance products, launched in June 2010: the FlyTouch tablet computer; Haibao mobile phone (Haibao, the mascot for Shanghai Expo 2010); and a solar charger for mobile phones. Even though these three products are not covered in this research, Gome has already signed a contract with Haier Group to co-develop more Gome-tailored consumer appliances.

Healthy forecast growth, underpinned by stable demand

The consumer appliances market is expected to register healthy growth in the forecast period, underpinned by stable demand. The trading up to high-efficiency and premium products amongst urban consumers, and the growing popularisation of consumer appliances in the rural market, due to rising disposable incomes and improving living standards, are expected to be the major drivers of growth in the forecast period. The premiumisation trend is likely to become stronger in major appliances, while consumers are expected to choose small appliances at competitive prices, thanks to their relatively short life cycle.

METHODOLOGY

Global insight and local knowledge

With 40 years' experience of developed and emerging markets, Euromonitor International' s research method is built on a unique combination of specialist industry knowledge and in-country research expertise.

This approach is what enables us to achieve our goal of building a market consensus view of size, shape and trends across the full distribution universe of each category. We factor in whichever channels are relevant, from large-scale grocery to direct sellers, from discount stores to local mom-and-pop outlets.

Industry specialists

Each industry we cover is managed by an Industry Manager and team of Industry Analysts who research and report on their specialist categories all year round.

Our collaborative approach to research means that these industry teams are in constant dialogue with industry players and opinion formers. The planning of our research programmes reflects latest market trends and industry events. In completing each update project, this provides invaluable input to the testing, review and finalisation of our data.

The specialist in-house teams bring together findings from all stages of the annual research process. They work closely with in-country analysts, assess and challenge data and exercise final editorial control over the publication of new data and analysis.

Country and regional analysts

Our in-country analyst network is managed by country and regional analysts in our offices around the world. Working closely with each in-country team, the regional research management team ensures that all country researchers are well schooled in best practices, from the information collected in store checks, to the dialogue we build in trade surveys. Our country analysts ensure that national reports explain the data trends and provide clear insights into the local market' s dynamics.

In-country research network

To deliver fresh insights every year in countries all around the world, we believe the strongest approach is to use analysts on the ground. They bring fluency in local language, physical proximity to the best sources, an ability to engage directly with local industry contacts, and an awareness of how the products and services we study are advertised, sold and consumed. These are essential parts of our ability to report incisively on these markets.

Table of Contents

Consumer Appliances in China - Industry Overview

EXECUTIVE SUMMARY

• Supportive government policies continue to boost sales
• Major appliances bounces back to buoyant growth
• GD Midea holds the absolute lead in an increasingly consolidated market
• Retailers' initiatives fuel sales
• Healthy forecast growth, underpinned by stable demand

KEY TRENDS AND DEVELOPMENTS

• Upgrading in consumer appliances underpins market growth
• Rural consumption is on the rise
• Technological advancement is also a key driver of growth
• Durable goods retailers attract buyers with a new shopping experience
• Private label with Chinese characteristics

MARKET INDICATORS

• Table 1. Household Penetration of Selected Total Stock Consumer Appliances by Category 2005-2010
• Table 2. Replacement Cycles of Consumer Appliances by Category 2007-2010

MARKET DATA

• Table 3. Sales of Consumer Appliances by Category: Volume 2005-2010
• Table 4. Sales of Consumer Appliances by Category: Value 2005-2010
• Table 5. Sales of Consumer Appliances by Category: % Volume Growth 2005-2010
• Table 6. Sales of Consumer Appliances by Category: % Value Growth 2005-2010
• Table 7. Sales of Major Appliances by Category and by Built-in/Freestanding Split: Volume 2005-2010
• Table 8. Sales of Major Appliances by Category and by Built-in/Freestanding Split: Value 2005-2010
• Table 9. Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Volume Growth 2005-2010
• Table 10. Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Value Growth 2005-2010
• Table 11. Sales of Small Appliances by Category: Volume 2005-2010
• Table 12. Sales of Small Appliances by Category: Value 2005-2010
• Table 13. Sales of Small Appliances by Category: % Volume Growth 2005-2010
• Table 14. Sales of Small Appliances by Category: % Value Growth 2005-2010
• Table 15. Company Shares of Major Appliances 2006-2010
• Table 16. Brand Shares of Major Appliances 2007-2010
• Table 17. Company Shares of Small Appliances 2006-2010
• Table 18. Brand Shares of Small Appliances 2007-2010
• Table 19. Major Appliances by Distribution Format: % Breakdown 2005-2010
• Table 20. Small Appliances by Distribution Format: % Breakdown 2005-2010
• Table 21. Forecast Sales of Consumer Appliances by Category: Volume 2010-2015
• Table 22. Forecast Sales of Consumer Appliances by Category: Value 2010-2015
• Table 23. Forecast Sales of Consumer Appliances by Category: % Volume Growth 2010-2015
• Table 24. Forecast Sales of Consumer Appliances by Category: % Value Growth 2010-2015
• Table 25. Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: Volume 2010-2015
• Table 26. Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: Value 2010-2015
• Table 27. Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Volume Growth 2010-2015
• Table 28. Forecast Sales of Major Appliances by Category and by Built-in/Freestanding Split: % Value Growth 2010-2015
• Table 29. Forecast Sales of Small Appliances by Category: Volume 2010-2015
• Table 30. Forecast Sales of Small Appliances by Category: Value 2010-2015
• Table 31. Forecast Sales of Small Appliances by Category: % Volume Growth 2010-2015
• Table 32. Forecast Sales of Small Appliances by Category: % Value Growth 2010-2015

DEFINITIONS

• Category and subcategory definitions
• Distribution definitions
  • Summary 1. Research Sources

Consumer Appliances in China - Company Profiles

Chigo Group - Consumer Appliances - China

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
  • Summary 4. Chigo Group: Production Statistics 2010
• COMPETITIVE POSITIONING
  • Summary 5. Chigo Group: Competitive Position 2010

Galanz Enterprises Group Co - Consumer Appliances - China

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 7. Galanz Enterprises Group Co: Competitive Position 2010

GD Midea Holding Co Ltd - Consumer Appliances - China

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
  • Summary 10. GD Midea Holding Co Ltd: Production Statistics 2010
• COMPETITIVE POSITIONING
  • Summary 11. GD Midea Holding Co Ltd: Competitive Position 2010

GOME Electrical Appliances Holding Ltd - Consumer Appliances - China

• STRATEGIC DIRECTION
• KEY FACTS
• INTERNET STRATEGY
• COMPANY BACKGROUND
• PRIVATE LABEL
  • Summary 14. GOME Electrical Appliances Holding Ltd: Private Label Portfolio
• COMPETITIVE POSITIONING
  • Summary 15. GOME Electrical Appliances Holding Ltd: Competitive Position 2010
  • Summary 16. China Paradise Electronics Retail Ltd: Competitive Position 2010
  • Summary 17. Dazhong Electrical Appliance Co Ltd: Competitive Position 2010

Haier Group - Consumer Appliances - China

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
  • Summary 21. Haier Group: Production Statistics 2010
• COMPETITIVE POSITIONING
  • Summary 22. Haier Group: Competitive Position 2010

Joyoung Co Ltd - Consumer Appliances - China

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
  • Summary 25. Joyoung Co Ltd: Production Statistics 2010
• COMPETITIVE POSITIONING
  • Summary 26. Joyoung Co Ltd: Competitive Position 2010

Suning Appliance Co Ltd - Consumer Appliances - China

• STRATEGIC DIRECTION
• KEY FACTS
• INTERNET STRATEGY
• COMPANY BACKGROUND
• PRIVATE LABEL
• COMPETITIVE POSITIONING
  • Summary 29. Suning Appliance Co Ltd: Competitive Position 2010

Zhejiang Supor Cookware Co Ltd - Consumer Appliances - China

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 32. Zhejiang Supor Cookware Co Ltd: Competitive Position 2010

Zhongshan Vatti Gas Appliance Stock Co ltd - Consumer Appliances - China

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
• COMPETITIVE POSITIONING
  • Summary 35. Zhongshan Vatti Gas Appliance Stock Co Ltd: Competitive Position 2010

Zhuhai Gree Electronics Co Ltd - Consumer Appliances - China

• STRATEGIC DIRECTION
• KEY FACTS
• COMPANY BACKGROUND
• PRODUCTION
  • Summary 38. Zhuhai Gree Electronics Co Ltd: Production Statistics 2010
• COMPETITIVE POSITIONING
  • Summary 39. Zhuhai Gree Electronics Co Ltd: Competitive Position 2010

Air Treatment Products in China - Category Analysis

• HEADLINES
• TRENDS
  • Air conditioners, representing almost 46% of overall volume sales of air treatment products in 2010, registered volume growth of 16%, mainly benefited by the Household Appliance Trade-in Subsidy Programme and the Rural Household Appliance Subsidy Programme. With discounted prices under these two programmes, consumers were more motivated to make a purchase or upgrade their existing air conditioner.
• COMPETITIVE LANDSCAPE
  • Domestic players dominate air treatment products in China, with the top three players, all domestic, accounting for a combined share of more than half of volume sales in 2010. Furthermore, the top two players, GD Midea and Zhuhai Gree Electronics, further consolidated sales by each gaining more than one percentage point in volume share in 2010. GD Midea continued expanding its distribution channels in the lower-tier market in China, and offered intensive promotions on both room and split air conditioners. Zhuhai Gree, on the other hand, invited Jacky Chan to be its product ambassador, with commercials widely broadcast on television across China, in addition to its advantage in inverter technology and economies of scale in production.
• PROSPECTS
  • With the enforcement of the Minimum Allowable Value of the Energy-Efficiency and Energy-Efficiency Grades for Room Air Conditioners at the end of the review period and the gradual phasing out of low-efficiency air conditioners in China, consumers are expected to pay more attention to eco-friendly, low-carbon, health-oriented products. Energy-efficiency is likely to be the focus for air conditioners in the forecast period, resulting in the growing popularity of high-efficiency non-inverter air conditioners and DC inverter air conditioners in the market. Overall, air conditioners is forecast to register a healthy volume CAGR of more than 8% from 2010 to 2015.
• CATEGORY DATA
  • Table 33. Sales of Air Treatment Products by Category: Volume 2005-2010
  • Table 34. Sales of Air Treatment Products by Category: Value 2005-2010
  • Table 35. Sales of Air Treatment Products by Category: % Volume Growth 2005-2010
  • Table 36. Sales of Air Treatment Products by Category: % Value Growth 2005-2010
  • Table 37. Company Shares of Air Treatment Products 2006-2010
  • Table 38. Brand Shares of Air Treatment Products 2007-2010
  • Table 39. Forecast Sales of Air Treatment Products by Category: Volume 2010-2015
  • Table 40. Forecast Sales of Air Treatment Products by Category: Value 2010-2015
  • Table 41. Forecast Sales of Air Treatment Products by Category: % Volume Growth 2010-2015
  • Table 42. Forecast Sales of Air Treatment Products by Category: % Value Growth 2010-2015

Dishwashers in China - Category Analysis

• HEADLINES
• TRENDS
  • Dishwashers are far from popular in China, with low value sales of RMB206 million in 2010, accounting for less than a 0.1% share of the total consumer appliances market. Apart from the relatively high unit price, around RMB3, 000-4,000, consumers' general perception also hinders the penetration of dishwashers. Generally, dishwashers are viewed as being designed more for plates instead of bowls, whereas bowls are more frequently used by Chinese households for daily meals. More importantly, dishwashers are often associated with wasting water and electricity. As for its sterilisation function is concerned, consumers usually do not really care, as steriliser cabinets (machines to heat and dry dishes) are dominant in China, and are widely available at a more affordable price.
• COMPETITIVE LANDSCAPE
  • Generally, the market is lack of dynamism, with the Little Swan and Aucma brands withdrawn from the market in 2008. In actual fact, there are only a handful of active brands, led by domestic players Haier Group and GD Midea. Their strong branding and effective distribution contributed to their leading volume shares in 2010, of 33% and 18% respectively. Even though the design of Midea' s dishwasher is tailored to Chinese consumers by having a basket for bowls (the most common crockery in Chinese kitchens), consumers' association of dishwashers with wasting water and electricity has not changed.
• PROSPECTS
  • The prevalent mindset towards dishwashers amongst consumers may be the major hindrance to the robust growth of dishwashers in the forecast period. In addition, manufacturers may be reluctant to take the initiative on consumer education, thanks to the possibly enormous investment. Even though the current consumer base for dishwashers in China is quite small, it is estimated that forecast growth is unlikely to be explosive, with a CAGR of 8% in both volume and constant value terms.
• CATEGORY DATA
  • Table 43. Sales of Dishwashers by Category: Volume 2005-2010
  • Table 44. Sales of Dishwashers by Category: Value 2005-2010
  • Table 45. Sales of Dishwashers by Category: % Volume Growth 2005-2010
  • Table 46. Sales of Dishwashers by Category: % Value Growth 2005-2010
  • Table 47. Sales of Dishwashers by Format: % Breakdown 2005-2010
  • Table 48. Company Shares of Dishwashers 2006-2010
  • Table 49. Brand Shares of Dishwashers 2007-2010
  • Table 50. Forecast Sales of Dishwashers by Category: Volume 2010-2015
  • Table 51. Forecast Sales of Dishwashers by Category: Value 2010-2015
  • Table 52. Forecast Sales of Dishwashers by Category: % Volume Growth 2010-2015
  • Table 53. Forecast Sales of Dishwashers by Category: % Value Growth 2010-2015

Food Preparation Appliances in China - Category Analysis

• HEADLINES
• TRENDS
  • Other food preparation appliances, with soy milk makers as the main product type, was the most active in food preparation appliances in 2010. Frequent new launches accelerated product upgrades amongst consumers, as they were attracted by more convenient features, such as a hassle-free process; putting in dry soy beans and drinking freshly-made soy milk within 15 minutes. Ease of cleaning is another selling point which attracts consumers, as washing traditional soy milk makers is very time-consuming. Furthermore, the new generation of soy milk makers can also prepare various healthy drinks with different beans, such as green beans and red beans.
• COMPETITIVE LANDSCAPE
  • The absolute leader in food preparation appliances, relying on its strength in soy milk makers, Joyoung accounted for an overall volume share of 59% in 2010, with a lead of more than 40 percentage points over the second player, GD Midea. Joyoung, the inventor of the first automatic soy milk maker for household use, is outstanding in terms of product development, with many national patents for inventions and patented technology under its belt. The advent of such machines has revolutionised consumption habits, as consumers now prefer to drink home-made soy milk, instead of buying artisanal products in shops, due to health and hygiene concerns.
• PROSPECTS
  • Overall, food preparation appliances is expected to see vigorous growth in volume and constant value terms in the forecast period, mainly supported by the mainstay of other food preparation appliances, soy milk makers. Overall, the penetration of soy milk makers is mainly limited to health-oriented urban consumers, which indicates good potential for growth in the forecast period, when rural consumers are expected to be more health-conscious, with an improvement in their living conditions.
• CATEGORY DATA
  • Table 54. Sales of Food Preparation Appliances by Category: Volume 2005-2010
  • Table 55. Sales of Food Preparation Appliances by Category: Value 2005-2010
  • Table 56. Sales of Food Preparation Appliances by Category: % Volume Growth 2005-2010
  • Table 57. Sales of Food Preparation Appliances by Category: % Value Growth 2005-2010
  • Table 58. Company Shares of Food Preparation Appliances 2006-2010
  • Table 59. Brand Shares of Food Preparation Appliances 2007-2010
  • Table 60. Forecast Sales of Food Preparation Appliances by Category: Volume 2010-2015
  • Table 61. Forecast Sales of Food Preparation Appliances by Category: Value 2010-2015
  • Table 62. Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2010-2015
  • Table 63. Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2010-2015

Heating Appliances in China - Category Analysis

• HEADLINES
• TRENDS
  • The cold winter in 2009 and the forecast chilly winter in 2010 fuelled sales of heating appliances in China, achieving volume growth of 10% in 2010. Compared with air conditioners, heating appliances seem to be a more economical choice to keep warm, thanks to their competitive price. Those households which have not installed air conditioners are likely to own heating appliances, taking into consideration the greying population in China, as ageing consumers usually prefer to stay warm.
• COMPETITIVE LANDSCAPE
  • Overall, heating appliances is fragmented in China, due to the fragmented electric blankets category. Due to the low barrier to entry, there are many small local players present. The price of an electric blanket can range from RMB20 to RMB400. To ensure the quality of electric blankets, the relevant authorities held a meeting in Shijiazhuang at the end of 2009, which tightened the criteria for issuing a production licence for electric blankets. This resulted in the withdrawal of many small players from electric blankets.
• PROSPECTS
  • Heating appliances is expected to experience a healthy volume CAGR of 8% in the forecast period, with volume sales reaching almost 37 million units by 2015. The stable demand for heating appliances, especially during winters in North China, is expected to underpin the strong volume growth.
• CATEGORY DATA
  • Table 64. Sales of Heating Appliances by Category: Volume 2005-2010
  • Table 65. Sales of Heating Appliances by Category: Value 2005-2010
  • Table 66. Sales of Heating Appliances by Category: % Volume Growth 2005-2010
  • Table 67. Sales of Heating Appliances by Category: % Value Growth 2005-2010
  • Table 68. Company Shares of Heating Appliances 2006-2010
  • Table 69. Brand Shares of Heating Appliances 2007-2010
  • Table 70. Forecast Sales of Heating Appliances by Category: Volume 2010-2015
  • Table 71. Forecast Sales of Heating Appliances by Category: Value 2010-2015
  • Table 72. Forecast Sales of Heating Appliances by Category: % Volume Growth 2010-2015
  • Table 73. Forecast Sales of Heating Appliances by Category: % Value Growth 2010-2015

Home Laundry Appliances in China - Category Analysis

• HEADLINES
• TRENDS
  • The premiumisation trend in home laundry appliances was milder in 2010, in the sense that it was mainly reflected in the decline of semi-automatic washing machines and the gradual rise of front-loading tumble automatic washing machines. In the first quarter of the year, Wuxi Little Swan Co Ltd of GD Midea Holding Co Ltd initiated the popularisation of front-loading washing machines by launching a 5.2kg capacity machine at RMB1,499; at least RMB500 lower than the average price. The new launches covered over 20 product types under the brand names Midea Yishang and Midea Leshang, which significantly increased volume sales of front-loading tumble washing machines.
• COMPETITIVE LANDSCAPE
  • Front-loading tumble washing machines, which are sold at much higher prices than the average top-loading appliances, are considered to be at the high-end of washing machines. The launch of Midea Yishang and Midea Leshang front-loading washing machines in early 2010, at RMB500 lower than the average front-loading appliances, made high-end products increasingly affordable to consumers, and made the company the second largest manufacturer in home laundry appliances, together with its acquired home laundry assets Wuxi Little Swan Co Ltd and Hefei Rongshida (Group) Co. The company adopts a multi-brand marketing strategy in home laundry appliances: Little Swan targets the premium segment, with products sold at around RMB3, 000-4,000, while Rongshida is targeted towards the mass market.
• PROSPECTS
  • Technological advancement may be one of the key focuses for manufacturers in the forecast period. Advantages in technological development could help secure manufacturers' shares, even if home laundry appliances is endangered by a possible price war in the forecast period. Inverter technology is likely to be one of the focuses of technology amongst manufacturers. In addition to Sanyo Electric, which aims to sell one million units of inverter washing machines by 2011, other leading players are also expected to further explore this technology in the forecast period, such as Haier and Midea. The application of inverter technology in home laundry appliances translates into lower noise and higher energy-efficiency, even though the higher selling price may still be a major hindrance to growth.
• CATEGORY DATA
  • Table 74. Sales of Home Laundry Appliances by Category: Volume 2005-2010
  • Table 75. Sales of Home Laundry Appliances by Category: Value 2005-2010
  • Table 76. Sales of Home Laundry Appliances by Category: % Volume Growth 2005-2010
  • Table 77. Sales of Home Laundry Appliances by Category: % Value Growth 2005-2010
  • Table 78. Sales of Automatic Tumble Dryers by Format: % Breakdown 2005-2010
  • Table 79. Sales of Automatic Washing Machines by Format: % Breakdown 2005-2010
  • Table 80. Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2010
  • Table 81. Company Shares of Home Laundry Appliances 2006-2010
  • Table 82. Brand Shares of Home Laundry Appliances 2007-2010
  • Table 83. Forecast Sales of Home Laundry Appliances by Category: Volume 2010-2015
  • Table 84. Forecast Sales of Home Laundry Appliances by Category: Value 2010-2015
  • Table 85. Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2010-2015
  • Table 86. Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2010-2015

Irons in China - Category Analysis

• HEADLINES
• TRENDS
  • Most young consumers find that ironing is not as easy as it seems. The advent of garment steamers saved such consumers. Recent years saw the increasing popularity of garment steamers, which offer an easier, safer and more convenient way to remove creases, even without the help of an ironing board. As a result, irons experienced steady volume growth of 5% in 2010, rather than vigorous growth, even though product penetration is not very high, especially in rural areas.
• COMPETITIVE LANDSCAPE
  • The prevalence of multinational brands in irons is apparent, jointly accounting for a third of total volume sales in 2010 amongst the top players. Domestic brands, on the other hand, are more competitive at the lower end of the market.
• PROSPECTS
  • With the increasing popularisation of garment steamers in the forecast period, irons is expected to experience fairly stagnant growth, with CAGRs of 3% and 4% in volume and constant value terms respectively from 2010 to 2015. The preference of young consumers or inexperienced users of irons for an easy and convenient experience to remove creases may account for the boom in garment steamers in the forecast period, at the expense of irons.
• CATEGORY DATA
  • Table 87. Sales of Irons: Volume 2005-2010
  • Table 88. Sales of Irons: Value 2005-2010
  • Table 89. Sales of Irons: % Volume Growth 2005-2010
  • Table 90. Sales of Irons: % Value Growth 2005-2010
  • Table 91. Unit Sales of Irons by Format: % Breakdown 2005-2010
  • Table 92. Company Shares of Irons 2006-2010
  • Table 93. Brand Shares of Irons 2007-2010
  • Table 94. Forecast Sales of Irons: Volume 2010-2015
  • Table 95. Forecast Sales of Irons: Value 2010-2015
  • Table 96. Forecast Sales of Irons: % Volume Growth 2010-2015
  • Table 97. Forecast Sales of Irons: % Value Growth 2010-2015

Large Cooking Appliances in China - Category Analysis

• HEADLINES
• TRENDS
  • Hobs have been covered in the Rural Household Appliances Subsidy Programme since early 2010, through which its performance has been enhanced in 2010. With the discounted prices offered under this programme, rural consumers were more enthusiastic about purchasing such large cooking appliances as hobs. However, rising hygiene and health awareness amongst rural consumers also underpinned the dynamic growth.
• COMPETITIVE LANDSCAPE
  • Large cooking appliances is fragmented in China, with none of the leading players accounting for a share of more than 10% of volume sales in 2010. There are many small or regional brands, especially in built-in hobs, thanks to the low entry barrier. These insignificant players accounted for almost half of overall volume sales in 2010.
• PROSPECTS
  • The Rural Household Appliances Subsidy Programme is expected to continue to boost volume sales of hobs and cooker hoods. Meanwhile, accelerating urbanisation and rising disposable incomes will also support product upgrades, which is expected to be translated into vigorous growth in large cooking appliances, which is forecast to see CAGRs of 10% and more than 11% in volume and constant value terms respectively in the period 2010- 2015.
• CATEGORY DATA
  • Table 98. Sales of Large Cooking Appliances by Category: Volume 2005-2010
  • Table 99. Sales of Large Cooking Appliances by Category: Value 2005-2010
  • Table 100. Sales of Large Cooking Appliances by Category: % Volume Growth 2005-2010
  • Table 101. Sales of Large Cooking Appliances by Category: % Value Growth 2005-2010
  • Table 102. Sales of Built-in Hobs by Format: % Breakdown 2005-2010
  • Table 103. Sales of Ovens by Format: % Breakdown 2005-2010
  • Table 104. Company Shares of Large Cooking Appliances 2006-2010
  • Table 105. Brand Shares of Large Cooking Appliances 2007-2010
  • Table 106. Company Shares of Built-in Hobs 2006-2010
  • Table 107. Company Shares of Ovens 2006-2010
  • Table 108. Company Shares of Cooker Hoods 2006-2010
  • Table 109. Company Shares of Built-in Cooker Hoods 2006-2010
  • Table 110. Company Shares of Freestanding Cooker Hoods 2006-2010
  • Table 111. Forecast Sales of Large Cooking Appliances by Category: Volume 2010-2015
  • Table 112. Forecast Sales of Large Cooking Appliances by Category: Value 2010-2015
  • Table 113. Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2010-2015
  • Table 114. Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2010-2015

Microwaves in China - Category Analysis

• HEADLINES
• TRENDS
  • The polarisation trend is behind the robust growth of low-end microwaves, as well as the budding of the premium segment. The popularity of mass products can be attributed to several factors. In addition to low purchasing power, consumer sophistication is also limiting the development of microwaves. Microwaves are widely recognised as a convenient reheating tool. The understanding of this simple and single function leads to the purchase of low-end products. More importantly, the Chinese culinary tradition and process cannot be realised via microwaves, which is a major hindrance to sales.
• COMPETITIVE LANDSCAPE
  • Galanz Enterprises Group held a significant share of sales of microwaves in a consolidated category in 2010, with a volume share of 49%, followed by GD Midea with a 38% share. This led to the overwhelming dominance of domestic players in microwaves, amounting to almost 90% in 2010. Galanz' s low-price strategy, with microwaves sold as low as RMB399 per unit, is all-conquering, beating such renowned microwave brands as Haier, LG, Samsung and Sanyo. Its low-price strategy also ensured the company was the biggest winner in microwaves under the Rural Household Appliances Subsidy Programme. After establishing a strong foothold through large volume sales, the company has secured its share by offering a wide range of product varieties, including high-end microwaves with multimedia functions such as displaying recipes, but still at competitive prices.
• PROSPECTS
  • The premiumisation trend is expected to strengthen in the forecast period, which will further tap the multifunctional nature of microwaves as an important kitchen utensil, rather than a simple reheating tool. However, consumer education will be increasingly crucial in seeing whether the premiumisation trend can be brought to the next level in the forecast period.
• CATEGORY DATA
  • Table 115. Sales of Microwaves by Category: Volume 2005-2010
  • Table 116. Sales of Microwaves by Category: Value 2005-2010
  • Table 117. Sales of Microwaves by Category: % Volume Growth 2005-2010
  • Table 118. Sales of Microwaves by Category: % Value Growth 2005-2010
  • Table 119. Sales of Microwaves by Type 2009-2010
  • Table 120. Company Shares of Microwaves 2006-2010
  • Table 121. Brand Shares of Microwaves 2007-2010
  • Table 122. Microwaves by Distribution Format: % Analysis 2005-2010
  • Table 123. Forecast Sales of Microwaves by Category: Volume 2010-2015
  • Table 124. Forecast Sales of Microwaves by Category: Value 2010-2015
  • Table 125. Forecast Sales of Microwaves by Category: % Volume Growth 2010-2015
  • Table 126. Forecast Sales of Microwaves by Category: % Value Growth 2010-2015

Personal Care Appliances in China - Category Analysis

• HEADLINES
• TRENDS
  • Body shavers, the largest category in personal care appliances, experienced healthy volume growth of 8% in 2010, although this was a slowdown from the volume CAGR of 12% in the review period. The healthy steady volume growth of body shavers was mainly buoyed by the strong demand for personal care appliances due to rising concern about personal appearance and personal wellbeing. Also benefiting from this consumer trend, hair care appliances enjoyed similar vigorous volume growth of 9% in 2010, and also benefited from a relatively small base.
• COMPETITIVE LANDSCAPE
  • Multinational players dominate personal care appliances, with Philips China holding the lead with a volume share of 23% in 2010, followed by Matsushita Electric with 17% and Gillette with 10%. Earlier market entry, more advanced product design, strong branding and aggressive advertising attracted local consumers, particularly high-end consumers.
• PROSPECTS
  • Personal care appliances is expected to see a strong performance in the forecast period, with volume and constant value CAGRs of 7% and 8% respectively between 2010 and 2015. The steady demand for personal care appliances will stem from growing consciousness of personal grooming, following improvements in living conditions and rising disposable incomes.
• CATEGORY DATA
  • Table 127. Sales of Personal Care Appliances by Category: Volume 2005-2010
  • Table 128. Sales of Personal Care Appliances by Category: Value 2005-2010
  • Table 129. Sales of Personal Care Appliances by Category: % Volume Growth 2005-2010
  • Table 130. Sales of Personal Care Appliances by Category: % Value Growth 2005-2010
  • Table 131. Sales of Body Shavers by Format: % Breakdown 2005-2010
  • Table 132. Sales of Body Shavers by Power Source: % Breakdown 2009-2010
  • Table 133. Sales of Hair Care Appliances by Format: % Breakdown 2005-2010
  • Table 134. Company Shares of Personal Care Appliances 2006-2010
  • Table 135. Brand Shares of Personal Care Appliances 2007-2010
  • Table 136. Forecast Sales of Personal Care Appliances by Category: Volume 2010-2015
  • Table 137. Forecast Sales of Personal Care Appliances by Category: Value 2010-2015
  • Table 138. Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2010-2015
  • Table 139. Forecast Sales of Personal Care Appliances by Category: % Value Growth 2010-2015

Refrigeration Appliances in China - Category Analysis

• HEADLINES
• TRENDS
  • Premiumisation was the key word in refrigeration appliances in China in 2010, with almost all the new launches from major players in this year highlighting this aspect. Some manufacturers which previously did not focus on first-tier markets also ventured into the premium segment by introducing new premium products in 2010. In addition to rising disposable incomes amongst consumers, the premiumisation trend is also riding the tide of the Household Appliance Trade-In Subsidy Programme, as consumers can also enjoy discounted prices when trading up to premium products, even though there is a subsidy cap.
• COMPETITIVE LANDSCAPE
  • Refrigeration appliances overall saw further consolidation in 2010, with the top five players accounting for 71% of volume sales; an increase of close to three percentage points compared with 2009. Haier Group leads, with its volume share representing over a third of the total in 2010. The Haier Casarte refrigerator is widely recognised as a representative high-end refrigeration appliance in China, whilst Haier has paid equal attention to the rural market by establishing an after-sales service network consisting of over 6,000 service centres, covering county-level towns, making sure there are at least two service centres in one county. Furthermore, Haier has designed refrigerators tailored to the rural market, to cater to specific local needs.
• PROSPECTS
  • The premiumisation trend is expected to continue; therefore the upgrading of refrigeration appliances in the forecast period will continue, in terms of both volume capacity and format. Sales of 3-door and side-by-side formats are expected to increase, to facilitate consumers' need for different compartments for various cold storage purposes. Products with larger volume capacity, that is above 300 litres, are likely to be even more popular in the forecast period to cater to the increasing pace of life and less frequent shopping trips, especially amongst urban dwellers.
• CATEGORY DATA
  • Table 140. Sales of Refrigeration Appliances by Category: Volume 2005-2010
  • Table 141. Sales of Refrigeration Appliances by Category: Value 2005-2010
  • Table 142. Sales of Refrigeration Appliances by Category: % Volume Growth 2005-2010
  • Table 143. Sales of Refrigeration Appliances by Category: % Value Growth 2005-2010
  • Table 144. Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2005-2010
  • Table 145. Sales of Freezers by Format: % Breakdown 2005-2010
  • Table 146. Sales of Freezers by Volume Capacity: % Breakdown 2005-2010
  • Table 147. Sales of Fridge Freezers by Format: % Breakdown 2005-2010
  • Table 148. Sales of Fridge Freezers by Static Vs Frost-Free: % Breakdown 2009-2010
  • Table 149. Sales of Fridge Freezers by Volume Capacity: % Breakdown 2005-2010
  • Table 150. Sales of Fridges by Format: % Breakdown 2005-2010
  • Table 151. Sales of Fridges by Static Vs Frost-Free: % Breakdown 2009-2010
  • Table 152. Sales of Fridges by Volume Capacity: % Breakdown 2005-2010
  • Table 153. Company Shares of Refrigeration Appliances 2006-2010
  • Table 154. Brand Shares of Refrigeration Appliances 2007-2010
  • Table 155. Company Shares of Built-in Fridge Freezers 2006-2010
  • Table 156. Company Shares of Freestanding Fridge Freezers 2006-2010
  • Table 157. Company Shares of Built-in Fridges 2006-2010
  • Table 158. Company Shares of Freestanding Fridges 2006-2010
  • Table 159. Forecast Sales of Refrigeration Appliances by Category: Volume 2010-2015
  • Table 160. Forecast Sales of Refrigeration Appliances by Category: Value 2010-2015
  • Table 161. Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2010-2015
  • Table 162. Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2010-2015

Small Cooking Appliances in China - Category Analysis

• HEADLINES
• TRENDS
  • Despite being a rice-eating country, China still has relatively low penetration of rice cookers in the rural market, and of intelligent rice cookers in urban areas. The inclusion of rice cookers in the Rural Household Appliances Subsidy Programme in early 2010 greatly helped to popularise such appliances amongst rural consumers, as they could get rice cookers at a discounted price due to the subsidy. Current value growth reached 15% in 2010, outpacing the 13% growth in 2009.
• COMPETITIVE LANDSCAPE
  • GD Midea held an absolute lead in small cooking appliances in 2010, with a volume share of 31%. This was 18 percentage points ahead of the second player, Zhejiang Supor Cookware. This is mainly attributed to the company' s leadership of the two largest categories, freestanding hobs and rice cookers. The company eyed the trading up trend to intelligent rice cookers from mechanical rice cookers, and launched the high-end Midea Tianmu series. This intelligent rice cooker is equipped with an advanced touch-control panel on the top of the cooker, which is able to show the process of rice cooking with the LCD panel. More importantly, the nutritional benefits of rice cooked with Tianmu series are maximised.
• PROSPECTS
  • Small cooking appliances is expected to experience a steady volume CAGR of 5% in the forecast period, mainly supported by the vigorous growth of rice cookers, which is expected to see a CAGR of more than 9% in volume terms. The increasing popularity of rice cookers in rural households under the subsidy programme, and the upgrading to intelligent rice cookers amongst urban consumers are likely to be the major growth engines in the forecast period.
• CATEGORY DATA
  • Table 163. Sales of Small Cooking Appliances by Category: Volume 2005-2010
  • Table 164. Sales of Small Cooking Appliances by Category: Value 2005-2010
  • Table 165. Sales of Small Cooking Appliances by Category: % Volume Growth 2005-2010
  • Table 166. Sales of Small Cooking Appliances by Category: % Value Growth 2005-2010
  • Table 167. Unit Sales of Coffee Machines by Format: % Breakdown 2005-2010
  • Table 168. Company Shares of Small Cooking Appliances 2006-2010
  • Table 169. Brand Shares of Small Cooking Appliances 2007-2010
  • Table 170. Forecast Sales of Small Cooking Appliances by Category: Volume 2010-2015
  • Table 171. Forecast Sales of Small Cooking Appliances by Category: Value 2010-2015
  • Table 172. Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2010-2015
  • Table 173. Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2010-2015

Small Kitchen Appliances (Non-Cooking) in China - Category Analysis

• HEADLINES
• TRENDS
  • As tap water is not suitable for direct drinking in China, boiling water is a daily necessity for the average household. The accelerating pace of life amongst urban dwellers also accelerated the emergence of the convenience trend, which led to the boom of kettles during the review period, with a volume CAGR of 24% between 2005 and 2010. Boiling water with a kettle does not only save energy, but also saves time. The auto-off function makes the boiling process trouble-free and safe.
• COMPETITIVE LANDSCAPE
  • Thanks to the low entry barrier, kettles is very fragmented in China, with many small local players. The leading brand, Midea, managed to hold almost a 22% share in volume terms in 2010, up from 21% in 2009. In such a fiercely competitive category as kettles, Midea stands out with a wide product portfolio, catering to a wide range of consumers. To address the demand for premium products from consumers, the company also launched high-end kettles sold at RMB500, with various parts imported from overseas countries, such as the UK-originated Otter Controls, as well as an extremely large volume capacity of two litres.
• PROSPECTS
  • Trading up to electric kettles is likely to continue in the forecast period, which is expected to result in a dynamic volume CAGR of 14% between 2010 and 2015, as the ownership of electric kettles for average households is still relatively low, taking into consideration the fact that boiling water is a daily necessity in China.
• CATEGORY DATA
  • Table 174. Sales of Small Kitchen Appliances (Non-cooking) by Category: Volume 2005-2010
  • Table 175. Sales of Small Kitchen Appliances (Non-cooking) by Category: Value 2005-2010
  • Table 176. Sales of Small Kitchen Appliances (Non-cooking) by Category: % Volume Growth 2005-2010
  • Table 177. Sales of Small Kitchen Appliances (Non-cooking) by Category: % Value Growth 2005-2010
  • Table 178. Company Shares of Small Kitchen Appliances (Non-cooking) 2006-2010
  • Table 179. Brand Shares of Small Kitchen Appliances (Non-cooking) 2007-2010
  • Table 180. Forecast Sales of Small Kitchen Appliances (Non-cooking) by Category: Volume 2010-2015
  • Table 181. Forecast Sales of Small Kitchen Appliances (Non-cooking) by Category: Value 2010-2015
  • Table 182. Forecast Sales of Small Kitchen Appliances (Non-cooking) by Category: % Volume Growth 2010-2015
  • Table 183. Forecast Sales of Small Kitchen Appliances (Non-cooking) by Category: % Value Growth 2010-2015

Vacuum Cleaners in China - Category Analysis

• HEADLINES
• TRENDS
  • Cylinder vacuum cleaners is the most popular format in China, thanks to its earlier market entry. Overall, product penetration for vacuum cleaners is quite low when compared with other small consumer appliances. Lack of consumer education and the prevalent consumer habit of using brooms and sweepers may be the major reasons, while the low use of carpets in average households may also be an obstacle to growth.
• COMPETITIVE LANDSCAPE
  • Philips China held a steady lead in vacuum cleaners in the review period, with a volume share of 26%, increasing by more than one percentage point compared with 2009. The heavy investment in research and development and advertising contributed to Philips' leadership. The company offers a wide range of products, including with bag and bagless, in cylinder, handheld and upright formats. To address consumers' concerns about vacuum cleaners, Philips emphasises the quietness and compact nature of its products. To satisfy consumers' habit of cleaning their households with brooms, the company also introduced an electric sweeper, which offers similar functions to brooms, but is easier to use, and has rechargeable batteries.
• PROSPECTS
  • Vacuum cleaners is expected to see healthy growth in the forecast period, with CAGRs of 7% in both volume and constant value terms. The upgrading from brooms to vacuum cleaners may be the major driver of sales, even though it is estimated that vacuum cleaners will still not be widely accepted as daily household necessities in China in the forecast period.
• CATEGORY DATA
  • Table 184. Sales of Vacuum Cleaners by Category: Volume 2005-2010
  • Table 185. Sales of Vacuum Cleaners by Category: Value 2005-2010
  • Table 186. Sales of Vacuum Cleaners by Category: % Volume Growth 2005-2010
  • Table 187. Sales of Vacuum Cleaners by Category: % Value Growth 2005-2010
  • Table 188. Unit Sales of Vacuum Cleaners by Format: % Breakdown 2005-2010
  • Table 189. Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2005-2010
  • Table 190. Company Shares of Vacuum Cleaners 2006-2010
  • Table 191. Brand Shares of Vacuum Cleaners 2007-2010
  • Table 192. Forecast Sales of Vacuum Cleaners by Category: Volume 2010-2015
  • Table 193. Forecast Sales of Vacuum Cleaners by Category: Value 2010-2015
  • Table 194. Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2010-2015
  • Table 195. Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2010-2015

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