2025年中国小家电行业调研简报-20250815

Investment Rating - The report does not explicitly provide an investment rating for the small home appliance industry Core Insights - The small home appliance market in China is categorized into kitchen appliances, home appliances, and personal care appliances, emphasizing portability and functionality [3][4] - Online sales channels for small home appliances have significantly increased, with online sales accounting for 79% of total sales by 2024, reflecting a clear shift towards e-commerce [9][12] - The kitchen small appliance market is projected to have a retail value of 609 billion yuan in 2024, showing a slight decline of 0.8% year-on-year, with online sales being the main growth driver [18][19] - The personal care small appliance market is diverse, with notable growth in hair dryers but declines in electric toothbrushes and shavers, indicating varied performance across product categories [24][27] Summary by Sections Small Appliance Definition and Classification - Small appliances are defined as compact, convenient, low-energy, and affordable household devices that enhance the quality of life [3] - Categories include kitchen appliances, home appliances, and personal care appliances [3][4] Sales Channel Distribution - The sales channels for small appliances are increasingly diversified, with a strong shift towards online platforms, which dominate the market [12] - Traditional retail channels are facing challenges and are in a period of adjustment, while new channels like community group buying are emerging [12] Kitchen Small Appliance Market - The kitchen small appliance market's retail value is expected to be 609 billion yuan in 2024, with online sales reaching 478 billion yuan, a 1.7% increase [18][19] - The market is segmented into traditional large items, health-oriented small items, Western-style appliances, and rapidly penetrating but previously stagnant categories [19][20] Personal Care Small Appliance Market - The personal care small appliance market shows mixed results, with hair dryers experiencing a 10.4% increase in retail sales, while electric toothbrushes and shavers face declines [24][27] - The market dynamics are influenced by social media platforms and the immediacy of retail needs [24][27] Competitive Landscape - The small appliance market in China is characterized by high brand concentration, with leading brands like Midea, Supor, and Joyoung holding over 50% market share in kitchen appliances [35] - The competitive landscape includes a mix of established brands and emerging players, with a trend towards innovation and technology integration in product offerings [36]