2024中国消费品出海日本研究报告 小家电行业趋势与策略

Investment Rating - The report does not explicitly state an investment rating for the small household appliances industry in China and Japan. Core Insights - The small household appliances industry in China experienced a peak sales revenue of 561.83 billion yuan in 2022, but faced a decline in 2023 with sales dropping to 553.33 billion yuan, a year-on-year decrease of 2% [16]. - In contrast, the export sales of small household appliances reached a new high of 454.24 billion yuan in 2023, with a compound annual growth rate (CAGR) of 9.92% over three years, indicating a strong growth trajectory in overseas markets despite domestic challenges [16]. - The report highlights the importance of entering the Japanese market for Chinese small household appliance brands, emphasizing the potential for growth and the need for strategic adaptation to local consumer preferences [14]. Summary by Sections 1. Current State of the Small Household Appliances Industry in China - The small household appliances industry in China is characterized by a significant online presence, with sales driven by e-commerce and social media [16]. - The industry faced a bottleneck in domestic sales in 2023, contrasting with the continued high demand for exports [16][18]. 2. Analysis of Subcategories in the Small Household Appliances Industry - Personal care and cleaning appliances are experiencing rapid growth, with some products like hair dryers and floor washers seeing sales growth rates exceeding 20% [23]. - Kitchen appliances are maturing, with products like rice cookers leading in sales but showing signs of market saturation [23]. 3. Policy Overview of Small Household Appliance Industry Clusters in China - The report does not provide specific details on policies affecting industry clusters. 4. Growth Constraints in the Small Household Appliance Industry - The report identifies challenges such as market saturation and increased competition as constraints on growth within the domestic market [16]. 5. Feasibility of Chinese Small Household Brands Entering Japan - The Japanese small household appliance market is growing, driven by increased demand for time-saving and energy-efficient products [27]. - The report notes that the Japanese market is characterized by high-quality standards and strong brand loyalty, presenting both opportunities and challenges for new entrants [27][31]. 6. Current State of the Small Household Appliance Industry in Japan - The Japanese market is dominated by established brands like Panasonic and Hitachi, which hold significant market shares [31]. - The report indicates that the demand for small household appliances in Japan has been bolstered by the pandemic, leading to increased consumer interest in home cooking and related products [27]. 7. Analysis of Subcategories in the Japanese Small Household Appliance Industry - The report highlights the growth of specific product categories, such as smart appliances and eco-friendly devices, which are gaining traction in the Japanese market [34]. 8. Sales Channel Analysis in Japan - The distribution of small household appliances in Japan has evolved, with a significant shift towards e-commerce and specialized retail channels [38]. - The report emphasizes the importance of understanding regional population distributions and consumer purchasing behaviors in Japan for effective market entry strategies [39].