Core Viewpoint - The report from Zheshang Securities indicates that the small home appliance industry is expected to see a recovery in growth for most categories by 2025, driven by national subsidies and an increase in demand for essential and long-tail products like health pots [1][2] Group 1: National Subsidy Expansion - The national subsidy for small home appliances is expanding, with JD.com increasing its subsidy coverage to include a wider range of products, adding 36 new categories as of April 22 [1] - Tmall and Taobao are implementing region-specific policies, with 16 regions covered by the subsidy, particularly in provinces like Zhejiang, Guangdong, Hubei, Hunan, and Shaanxi [1] Group 2: Beneficiary Companies - Three types of companies are expected to benefit from the expanded national subsidies: 1. Companies with a high proportion of essential products positioned in the mid-to-high price range [2] 2. Companies with a significant share of long-tail products like health pots and power appliances, which have shown noticeable stimulation effects from the subsidies [2] 3. Companies with a high proportion of sales through JD.com, benefiting from substantial headquarters subsidies and extensive subsidiary layouts [2] Group 3: Market Outlook - The overall expectation is that domestic sales for various companies will accelerate due to the expansion of national subsidies in the small home appliance category [1]

Market Overview - The Europe Microwave Oven market reached a value of US$ 3.11 Billion in 2024 and is projected to grow at a CAGR of 3.62% from 2025 to 2033, reaching US$ 4.28 Billion by 2033 [1][15]. Growth Drivers - Increasing demand for convenience appliances and rising disposable income are key factors driving market growth [1][6]. - The trend towards busy lifestyles and urbanization has led to a surge in demand for appliances that simplify cooking processes, such as microwave ovens [6][10]. - Technological advancements, including IoT-enabled and smart microwave ovens, are enhancing consumer appeal by offering features like remote control and energy efficiency [8][10]. Consumer Preferences - Consumers are increasingly looking for appliances that combine style, efficiency, and functionality, with a notable preference for premium kitchen appliances [10][11]. - The youth and working professionals are significant demographics driving the demand for microwave ovens due to their time-saving capabilities [5][6]. Market Challenges - The European microwave oven market is experiencing high saturation, particularly in developed regions, which limits opportunities for new entrants and necessitates innovation among existing players [12]. - Environmental concerns and strict regulations regarding energy consumption and waste management are posing challenges for manufacturers, requiring investments in sustainable technologies [14]. Competitive Landscape - Major players in the market include Illinois Tool Works Inc, Sharp, LG Electronics, Whirlpool Corporation, GE Appliances, Panasonic Corporation, Samsung Electronics, and Midea Group [20]. - Manufacturers are focusing on high-end products with added functionalities to stimulate demand and enhance market penetration [9].