TikTok Shop 2024家居类目报告(东南亚站点)

Investment Rating - The report indicates a positive investment outlook for the home appliance category in Southeast Asia, particularly in Vietnam, where the market shows significant growth potential [9][14][27]. Core Insights - The home appliance market in Vietnam has a GMV of approximately $2.885 billion, ranking fourth among all categories, with home appliances accounting for only 4% of the total market share, indicating substantial room for growth [9][10][14]. - The compound annual growth rate (CAGR) for home appliances in Vietnam is reported at 8%, making it the fastest-growing category over the past year [14]. - The majority of sales in the home appliance category are driven by influencer marketing, with a notable increase in sales volume attributed to live-streaming and short video content [15][18]. Summary by Sections Chapter One: Vietnam Market Analysis - The home appliance category in Vietnam is currently underrepresented, with only 4% of the total GMV, suggesting a significant opportunity for market expansion [9][10]. - The top three categories in GMV are personal care and beauty, women's clothing, and men's clothing, with home appliances lagging behind [12][14]. - The sales trend for home appliances shows a peak GMV of$ 941 million, with a consistent growth trajectory [14][18]. Chapter Two: Philippines Market Analysis - The Philippines home appliance market has a GMV of approximately $241 million, ranking lower compared to other Southeast Asian markets [44][49]. - The home appliance category is experiencing steady growth, with a peak GMV of$ 1.168 million and a CAGR of 3% [49][50]. - The majority of sales are also driven by influencer marketing, with a stable contribution from live-streaming and video content [50][53]. Chapter Three: Thailand Market Analysis - The home appliance market in Thailand has a GMV of $235 million, ranking fifth among all categories [81][82]. - The market shows a stable growth trend, with a significant increase in GMV during seasonal promotions [85][86]. - The competitive landscape is characterized by a focus on practical and price-competitive products [89]. Chapter Four: Malaysia Market Analysis - The home appliance market in Malaysia has a GMV of approximately$ 78 million, accounting for 4% of the total market share [103][106]. - The market is experiencing stable growth, particularly during seasonal promotions, indicating a consistent demand for home appliances [106][107].