厨房小家电线上销售渠道抖音电商占比约25%

Core Insights - The Chinese kitchen small appliance industry is experiencing a shift in sales dynamics, with online sales showing growth while offline sales are declining [1][2] Online Sales Performance - The online retail sales of kitchen small appliances are projected to reach approximately 47.8 billion yuan in 2024, reflecting a year-on-year growth of 1.7%. In the first quarter of 2025, online sales are estimated at around 12.8 billion yuan [1] Offline Sales Performance - The offline retail sales of kitchen small appliances are expected to be about 13 billion yuan in 2024, continuing a downward trend since 2020 due to changes in shopping behavior caused by the pandemic. The first quarter of 2025 sees offline sales at only 2.4 billion yuan [2] Channel Sales Distribution - In the online channel, professional e-commerce remains the primary sales avenue, with Douyin e-commerce accounting for approximately 25% of kitchen small appliance sales. In the offline channel, large chain stores and regional chains represent 36% and 27% of sales, respectively [3] Future Outlook - The kitchen small appliance industry is anticipated to develop in three key areas: 1. Continued policy benefits with national subsidies for products like rice cookers and blenders expected to manifest post-2025 2. Accelerated channel transformation with instant retail emerging as a new growth engine, catering to consumer demand for quick delivery 3. Innovation focusing on niche scenarios and user-friendly designs to capture specific consumer needs, allowing brands to differentiate themselves in a competitive market [4]