Consumer Appliances in China

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer appliances navigates headwinds with AI, functionality, and value-driven growth

KEY DATA FINDINGS

• CHART 1 Key Trends 2025

INDUSTRY PERFORMANCE

• Government subsidies drive sales despite economic challenges
• Personal care appliances leads volume sales, with growth driven by high-speed hair dryers
• Smart and AI-powered appliances revolutionise consumer appliances
• CHART 2 Haier's AI Eyes and Uhome Bring Vision and Intelligence to Everyday Appliances

WHAT'S NEXT?

• Companies implement different strategies to avoid the anticipated volume decline
• Personal care appliances will continue to dominate, and dishwashers set to perform well
• AI's evolution from gimmick to essential utility and embodied intelligence
• Consumer rationalisation and the rise of niche appliances
• CHART 3 Growth Decomposition of Consumer Appliances 2024-2029

COMPETITIVE LANDSCAPE

• Midea, Haier and Gree lead with scale and innovation
• Innovation and ecosystems reshape the competition in consumer appliances
• Opportunities by leveraging core capabilities and adopting consumer-first strategies
• Haier's "listening marketing" revolutionises research and development through co-creation
• CHART 4 "Listening Marketing" Brings Haier Huge Success in the Multi-drum Race

CHANNELS

• Retail e-commerce dominates with fast delivery and installation
• Omnichannel strategies are emerging as key to success
• CHART 5 Analyst Insight

PRODUCTS

• Convenience and customisation drive innovative product designs
• CHART 6 Narwal Launches Maintenance-Free Self-Filter Wet and Dry Upright Vacuum Cleaner

ECONOMIC CONTEXT

• CHART 7 Real GDP Growth and Inflation 2020-2030
• CHART 8 PEST Analysis in China 2025

CONSUMER CONTEXT

• CHART 9 Key Insights on Consumers in China 2025
• CHART 10 Consumer Landscape in China 2025

COUNTRY REPORTS DISCLAIMER

SOURCES

• Summary 1 Research Sources

AIR CONDITIONERS IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• AI and premium features propel growth in air conditioners amidst maturity
• CHART 11 Key Trends 2025

INDUSTRY PERFORMANCE

• Solid growth continues, driven by subsidy payouts and promotions
• Split air conditioners dominates, with energy-efficient products seeing rising demand
• Improving air quality is important to consumers, not just cooling
• CHART 12 Analyst Insight

WHAT'S NEXT?

• Continued growth anticipated, driven by demand for energy-efficient and smart products
• Split air conditioners will remain dominant, but new trends likely to emerge
• AI-powered technology and eco-efficiency to drive future sales

COMPETITIVE LANDSCAPE

• Midea, Gree and Haier maintain leadership through innovation and channel strength
• Premium and value-driven products have their own consumer bases
• Dreame disrupts sales with an innovative AI-powered air conditioner

CHANNELS

• Retail e-commerce continues its growth, but offline innovation seen
• Retail e-commerce platforms appeal with subsidy integration
• CHART 13 Midea's "Singing Air Conditioner" Goes Viral on Douyin with Two Million Likes

PRODUCTS

• Haier drives innovation with the smart features of its Good Air air conditioner
• CHART 14 Haier Unveils the Good Air Air Conditioners Portfolio with Personalised Comfort
• CHART 15 Gree Debuts Prince of AI Energy Saving Air Conditioner

COUNTRY REPORTS DISCLAIMER

FOOD PREPARATION APPLIANCES IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Volumes dip post-subsidy, but smart features and e-commerce drive value growth
• CHART 21 Key Trends 2025

INDUSTRY PERFORMANCE

• Phasing out of subsidy programme hampers volume performance
• Largest category, blenders, sees decline in 2025, but mixers performs well
• Technological advancements drive market trends

WHAT'S NEXT?

• Smart and compact designs expected to drive sales
• CHART 22 Analyst Insight
• Blenders anticipated to continue to account for the highest sales despite decline
• Technological advancements and design to shape the future, but price will remain crucial
• Design will be important as well as performance

COMPETITIVE LANDSCAPE

• Leading brands reinforce dominance through innovation
• CHART 23 Bear Launches a New Blender With Water-Bean Separation Technology
• Product innovation and distribution expansion likely to be key moving forward

CHANNELS

• Retail e-commerce drives sales of food preparation appliances with competitive pricing
• Midea and Joyoung lead online sales with omnichannel strategies

PRODUCTS

• Smart features redefine the functionality of food preparation appliances
• CHART 24 Supor Launches a New Meat Grinder Equipped With Smart Digital Interface
• Compact blender launched to meet the needs of an increasingly segmented market
• CHART 25 Joyoung Launches a New Small Blender Model With Foldable Handle

COUNTRY REPORTS DISCLAIMER

HEAT PUMPS IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Navigating decline and moving towards growth through innovation and policy
• CHART 26 Key Trends 2025

INDUSTRY PERFORMANCE

• Gradual withdrawal of central government subsidy hampers performance
• Air to water heat pumps leads in challenging market conditions
• Sustainability key as consumers and governments prioritise eco-friendly heating solutions
• CHART 27 Midea Launches Zhen Nuan Ultra-Low Temperature Heat Pump to Support Rural Heating Transition

WHAT'S NEXT?

• Technological integration and government support set to drive growth
• CHART 28 Analyst Insight
• Extreme low temperature technology will be important for northern areas
• Air to water heat pumps will remain dominant

COMPETITIVE LANDSCAPE

• Haier and Midea lead as they adapt to changing consumer demands
• Domestic leaders adapt to changing market conditions through diversification

CHANNELS

• Non-retail channels dominate with integrated solutions
• Retail e-commerce emerges as key distribution channel

PRODUCTS

• AI and smart tech revolutionise heat pumps
• CHART 29 TCL Air Energy Showcases AI-Driven Super-Saving Series at 2025 HPE Expo
• Haier drives innovation with thermoacoustic technology advancements
• CHART 30 Haier Releases Thermoacoustic HP with No Compressor and Refrigerant

COUNTRY REPORTS DISCLAIMER

HOME LAUNDRY APPLIANCES IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Growth in home laundry appliances driven by AI, subsidies, and rising incomes
• CHART 31 Key Trends 2025

INDUSTRY PERFORMANCE

• Urbanisation and income growth fuel demand for premium laundry appliances
• Automatic dryers sees dynamism as fast, effective drying is a priority for more consumers
• Midea drives premiumisation with AI-powered laundry solutions
• CHART 32 COLMO Turing Leads the Upgrading of Laundry Appliances from Smart to True AI

WHAT'S NEXT?

• Value growth projected as disposable incomes rise and consumers demand advanced features
• AI-powered laundry solutions anticipated to drive premiumisation
• Changing consumer needs and sustainability set to reshape the landscape

COMPETITIVE LANDSCAPE

• Haier dominates with innovative laundry solutions
• CHART 33 Analyst Insight
• New entrants challenge established players with innovative offerings
• Haier sees success through "listening marketing"
• CHART 34 "Listening Marketing" Brings Haier Huge Success

CHANNELS

• Retail e-commerce dominates, with promotions and livestreaming fuelling sales
• Offline retail still plays a significant role in driving sales of premium products
• Home laundry appliances brands to pivot to D2C and "digital listening"

PRODUCTS

• Multi-drum designs become a differentiating factor for leading brands
• CHART 35 Multi-drum Designs Become a Must-have for Home Laundry Appliance Leaders

COUNTRY REPORTS DISCLAIMER

LARGE COOKING APPLIANCES IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Rising incomes and government subsidies support continued solid growth
• CHART 36 Key Trends 2025

INDUSTRY PERFORMANCE

• Retail volumes rise thanks to subsidies and improving economic conditions
• Haier drives premiumisation with AI-powered cooker hoods
• CHART 37 Haier Unveils AI-Powered Fully Automatic Cooker Hoods at AWE 2025
• Range cookers declines amid housing market softness

WHAT'S NEXT?

• Built-in hobs will continue to lead, but decline expected as subsidies taper off
• AI-driven premiumisation set to drive growth
• Multifunctional and built-in products expected to see the best performances

COMPETITIVE LANDSCAPE

• Core incumbent brands maintain their lead through kitchen-centric strategies
• CHART 38 Analyst Insight
• Players in range cookers struggle, while those offering smart products fare better

CHANNELS

• Offline experiences drive premium sales but retail e-commerce gains traction

PRODUCTS

• Advanced algorithms in ovens redefine cooking experiences
• CHART 39 Midea's Micro-Steam-Grill-Stew-Fry Oven Delivers Algorithmic Precision
• Robam's integrated kitchen suites offer coordinated smart products
• CHART 40 Robam Introduces Multiple Kitchen Suites with Style-Themed Sets in 2025

COUNTRY REPORTS DISCLAIMER

MICROWAVES IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Premiumisation and multifunctionality shape microwaves amidst volume dip
• CHART 41 Key Trends 2025

INDUSTRY PERFORMANCE

• Although economic slowdown drives volume delcine, multifunctionality is important
• Freestanding microwaves dominates
• Technological advancements fuel growth for high-end models
• CHART 42 Midea Launches its Little Taste Retro Multifunction Microwave

WHAT'S NEXT?

• Microwaves expected to decline, with affordable products likely to maintain dominance
• Built-in microwaves to remain a niche despite growing demand for premium features
• Intelligence and multifunctionality to drive innovation and growth

COMPETITIVE LANDSCAPE

• Midea and Galanz maintain dominance through competitive pricing
• CHART 43 Analyst Insight
• New entrants capitalise on premium and multifunctional trends

CHANNELS

• Retail e-commerce dominates microwaves with competitive pricing
• Offline retailers still have their place, often for sales of premium products

PRODUCTS

• Galanz drives innovation with design and technology
• CHART 44 Galanz Expands Retro Microwave Line to Capture Young Consumers' Aesthetic Preferences
• Xiaomi targets those on a budget with a sylish, reliable microwave model
• CHART 45 Xiaomi Launches Mijia 20l Energy-Saving Microwave with "Back to Basics" Design

COUNTRY REPORTS DISCLAIMER

PERSONAL CARE APPLIANCES IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Value grows amidst static volumes, driven by innovation and premium demand
• CHART 46 Key Trends 2025

INDUSTRY PERFORMANCE

• Appliance subsidy programmes and rising incomes drive stability in a challenging year
• Hair care appliances leads growth, but other categories see decline
• Portability redefines personal care appliances in China
• CHART 47 Panasonic Launches New Foldable Hair Dryer with Relatively Higher Power

WHAT'S NEXT?

• Value growth expected to be driven by quality and design
• Polarisation likely between value products and premium innovation
• Body shavers will appeal with smart feature integration and performance upgrades

COMPETITIVE LANDSCAPE

• Leading companies in personal care appliances see increasing competition
• Demand for brands offering portable and compact personal care appliances
• Opportunities emerging from market trends and innovations

CHANNELS

• Retail e-commerce dominates as consumers seek convenience
• Multi-channel approach emerges as key retail strategy
• CHART 48 Analyst Insight

PRODUCTS

• Dreame drives innovation with advanced health features
• CHART 49 Dreame Launches X30 Premium Hair Dryer with Advanced Hair Care Technology
• Smart technology enhances the user experience with personalisation
• CHART 50 Braun Launches New Men's Shaver Series 9 2.0 with SkinAir Technology

COUNTRY REPORTS DISCLAIMER

REFRIGERATION APPLIANCES IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Premiumisation contributes to value growth amidst slowing volume growth
• CHART 51 Key Trends 2025

INDUSTRY PERFORMANCE

• Midea drives premiumisation with innovative large capacity models
• Multi-door fridge freezers drive sales despite the maturity of refrigeration appliances
• Premiumisation and innovation drive value growth
• CHART 52 Midea Launches Industry's Largest 750l Built-in Fridge Freezer
• Product improvement through constant consumer feedback
• CHART 53 Haier's Wheat Wave Fridge-Freezer Thrives on "Listening Marketing"

WHAT'S NEXT?

• Premiumisation and innovation expected, but volume growth will be difficult to achieve
• Retention of nutrients will be increasingly important, even beyond the premium segment
• AI and sustainability to shape the future of refrigeration appliances

COMPETITIVE LANDSCAPE

• Haier, Midea and Hisense dominate with premiumisation and innovation
• Emerging players drive innovation and dynamism
• CHART 54 Analyst Insight

CHANNELS

• Retail e-commerce dominates through promotions and livestreaming
• Social commerce gains traction for sales of new premium refrigeration appliances

PRODUCTS

• Nitrogen preservation revolutionises food storage solutions
• CHART 55 Casarte and Fotile Pioneer Nitrogen-Based Freshness Technologies

COUNTRY REPORTS DISCLAIMER

SMALL COOKING APPLIANCES IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Premiumisation drives value growth amidst volume decline
• CHART 56 Key Trends 2025

INDUSTRY PERFORMANCE

• Value sales grow despite volume decline as disposable incomes rise
• Coffee mills and coffee machines drive value and volume growth with premium demand
• CHART 57 Analyst Insight
• Multi-cookers with enhanced functionality and compact design are increasingly popular
• CHART 58 Bear Launches a New 6-in-1 Multi-Cooker for Versatile Cooking

WHAT'S NEXT?

• Despite volume decline, premiumisation expected to drive value sales
• Innovative and multifunctional products to shape small cooking appliances
• Eco-friendly and energy efficient products likely to come to the fore

COMPETITIVE LANDSCAPE

• Midea and Zhejiang Supor dominate with premium offerings
• Emerging players and innovation drive premiumisation

CHANNELS

• Retail e-commerce drives sales with fast delivery and engaging content
• Appliances and electronics specialists appeal to those looking for advice and trials

PRODUCTS

• Midea introduces healthier rice cookers with advanced technology
• CHART 59 idea Introduces New Low Fat Electric Multi-Cooker with Healthier Inner Pot
• Xiaomi upgrades smart kettles with larger capacity and enhanced features
• CHART 60 Xiaomi Upgrades Top-Selling Smart Kettle with Larger Capacity and Enhanced Features

COUNTRY REPORTS DISCLAIMER

VACUUM CLEANERS IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Smart solutions and rising incomes propel growth in vacuum cleaners in China
• CHART 61 Key Trends 2025

INDUSTRY PERFORMANCE

• Growth driven by socioeconomic and demographic changes, and subsidy programmes
• Robotic vacuum cleaners sees higher volume growth due to smart innovations
• Demand for cleaning efficacy drives advances in robotic vacuum cleaners
• CHART 62 Roborock Launches a Robotic Vacuum Cleaner with a Robotic Arm to Ensure Cleaning Efficacy

WHAT'S NEXT?

• Rising disposable incomes set to drive growth, but end of subsidies to prevent stronger rise
• Price wars to drive continued volume dynamism for upright vacuum cleaners
• AI-powered innovation to redefine robotic vacuum cleaners

COMPETITIVE LANDSCAPE

• Leading brands intensify the competition through innovation
• CHART 63 Analyst Insight
• Opportunities for brands through changing consumer demands and technological advances

CHANNELS

• Retail e-commerce increases its dominance
• Dreame and Ecovacs Robotics drive offline outlet expansion

PRODUCTS

• DJI drives innovation with advanced smart features
• CHART 64 DJI Launches its First Robotic Vacuum Cleaners with Highly Efficient Obstacle Avoidance
• Advanced vacuum cleaner from Narwal offers ultimate convenience
• CHART 65 Narwal Launches Maintenance-Free Self-Filter Wet and Dry Upright Vacuum Cleaner

COUNTRY REPORTS DISCLAIMER

DISHWASHERS IN CHINA

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Rising incomes and advanced features propel rapid expansion for dishwashers
• CHART 16 Key Trends 2025

INDUSTRY PERFORMANCE

• Dynamism continues, with polarisation an important feature
• Built-in dishwashers lead sales and growth in 2025
• Energy efficiency and sustainability are reshaping the dishwashers landscape
• CHART 17 Midea Sets New Benchmark in Sustainability with Innovative Technologies

WHAT'S NEXT?

• Premiumisation and segmentation set to drive growth in the future
• Built-in dishwashers to extend its dominance
• Strategic partnerships and servitisation to shape dishwashers in the future
• CHART 18 Analyst Insight

COMPETITIVE LANDSCAPE

• Midea takes the lead through sustainability and innovation
• Emerging players and innovation to drive dynamics in dishwashers

CHANNELS

• Offline specialists drive sales through showroom experience
• Retail e-commerce gains traction with pricing, clear filters, and livestream demonstrations

PRODUCTS

• Segmented consumer focus drives innovation in dishwashers
• CHART 19 Lissome Launches 28cm Ultra-Slim Capsule Dishwasher for Micro-Households
• Consumers look for multifunctional products, such as the new launch from Bosch
• CHART 20 Bosch Introduces Premium Dishwasher with Steam Sterilisation and Zeolite Drying

COUNTRY REPORTS DISCLAIMER