2025年中国厨房空调产品消费指引白皮书-GfK&现代家电传媒

Core Insights - The report indicates that the Chinese home appliance market has entered a quality upgrade phase, with kitchen air conditioners expected to accelerate in popularity by 2025 due to various factors including government policies aimed at boosting consumption and consumer confidence [1][11][12]. Market Trends - The kitchen air conditioner market is projected to grow in volume from 2024 to 2025, with split-type models gaining market share and embedded and wall-mounted types becoming mainstream. The primary power ratings are expected to be 0.75 HP, 1 HP, and 1.5 HP [1][38]. - The overall retail market for home appliances is expected to stabilize and grow, with kitchen air conditioners being a significant contributor to this growth [21]. Government Policies - The Central Economic Work Conference emphasized the importance of expanding domestic demand and promoting consumption as key tasks for 2025, with a focus on early implementation of supportive policies [11][12]. - The government has introduced a special action plan to boost consumption, which includes measures to stabilize the stock and real estate markets, thereby enhancing consumer confidence [12][19]. Consumer Behavior - Consumers are increasingly focused on the quality of their living environment, leading to a rise in demand for kitchen air conditioners. However, consumer awareness of these products is still in the early stages, indicating significant market potential [1][11][31]. - Most consumers have a budget of under 5,000 yuan for kitchen air conditioners and prioritize brand reputation and product performance [1][11]. Challenges and Opportunities - The kitchen air conditioner industry faces challenges such as low consumer awareness and insufficient installation services. Manufacturers are encouraged to enhance product performance in energy efficiency and oil resistance to meet consumer needs [1][11]. - Marketing strategies should leverage platforms like Douyin and Xiaohongshu, as well as offline stores, to improve consumer awareness and address installation issues [1][11][12]. Brand Insights - The report highlights several brands in the kitchen air conditioner market, including Midea, Haier, and others, showcasing their product features to help consumers understand market offerings [1].