Executive Summary

Feb 2019
PROSPECTS
Healthy-living concept drives product innovation within laundry appliances

With improving living standards and growing hygiene awareness, consumers are increasingly demanding home laundry appliances with a healthy-living concept, such as separate washing of underwear and overcoats or of children’s and adults’ clothes, as well as an automatic sterilisation function. As a result, leading manufacturers were active in launching health-orientated washing machines over the review period, such as the Casarte dual-drum washing machine from Haier, enabling the separate washing of clothes, and the LG TrueSteam washing machine, enabling the sterilisation clothes with high-temperature steam.

Product segmentation caters to consumers’ specific needs

Product segmentation within home laundry appliances has also been a growth driver, as these washing machines are able to meet consumers’ specific needs in terms of laundry, such as dedicated washing for babies’ clothes and mini washing machines for small spaces, as well as big washing machines for large households. With the increasing number of new babies after the second-child relaxation policy launched in China, Midea introduced the mini washing machine for babies, offering a 3kg washing load and with an Ag+ silver ion generator, it is able to sterilise clothes and remove odours.

The popularity of smarter home laundry appliances

Smart home laundry appliances are increasingly popular among local consumers. On the one hand, connected home laundry appliances, via the internet and controllable via smartphone apps, are steadily rising in popularity in China.

COMPETITIVE LANDSCAPE
Haier Group consolidates its leadership

Haier Group further consolidated its leadership of home laundry appliances in 2018, with its tiered brands and enriched product mix to cover different consumer groups. With its premium brand of Casarte targeting high-end consumers and Haier at mass consumers, the group offers a wide range of home laundry appliances, with frequent new launches and with advanced product technology, to cater to consumers’ varied laundry needs.

Gorenje Asia (Shanghai) Co and Miele Electrical Appliances Co achieve robust volume growth

As relative latecomers to the category and with comparatively tiny customer bases, both Gorenje Asia (Shanghai) Co and Miele Electrical Appliances Co target premium sales within home laundry, managing to ride the wave of the premiumisation trend in home laundry in the domestic market and hence achieving robust volume growth since their debut in 2016. It is also worth mentioning that Gorenje Asia (Shanghai) Co was acquired by Hisense Kelon Electrical Holdings Co in mid-2018, and is predicted to accelerate its expansion in China relying on Hisense Kelon Electrical Holdings Co’s wide distribution network.

Little Swan’s Beverly Duplex Washer Dryer

Little Swan introduced the Beverly BVL1F150G6 Duplex Washer Dryer at AWE 2018, with two separate washing barrels, a 3kg top-loading upper barrel and a 12kg front-loading bottom barrel. Furthermore, the bottom barrel also has a drying function for 8kg of clothes.

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Home Laundry Appliances in China

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Laundry Appliances industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Laundry Appliances industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home Laundry Appliances in China market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Laundry Appliances in China?
  • What are the major brands in China?
  • What is the average volume capacity for washing machines in China?
  • Has there been a shift from front loading to top loading washing machines?
  • What is the sizing of automatic versus semi-automatic washing machines in China?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Appliances market research database.

Home Laundry Appliances in China - Category analysis

HEADLINES

PROSPECTS

Healthy-living concept drives product innovation within laundry appliances
Product segmentation caters to consumers’ specific needs
The popularity of smarter home laundry appliances

COMPETITIVE LANDSCAPE

Haier Group consolidates its leadership
Gorenje Asia (Shanghai) Co and Miele Electrical Appliances Co achieve robust volume growth
Little Swan’s Beverly Duplex Washer Dryer
Chart 1 Little Swan Beverly Duplex Washer Dryer

CATEGORY DATA

Table 1 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 2 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 3 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 4 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 5 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 6 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 7 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 8 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 9 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 10 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 11 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 12 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 13 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 14 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 15 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 16 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Consumer Appliances in China - Industry Overview

EXECUTIVE SUMMARY

Health-orientated, differentiated and smart consumer appliances on the rise
Decelerating growth of consumer appliances affected by the real estate market
Midea Group continues to lead with its strong position in small appliances
Growth of internet retailing slows
Trading up may lead to structural adjustments within consumer appliances

MARKET INDICATORS

Table 17 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 18 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 19 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 20 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 21 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 22 Sales of Consumer Appliances by Category: Value 2013-2018
Table 23 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 24 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 27 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 28 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 29 Sales of Small Appliances by Category: Volume 2013-2018
Table 30 Sales of Small Appliances by Category: Value 2013-2018
Table 31 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 32 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 34 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 35 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 36 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 37 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 38 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 39 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 40 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 41 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 42 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 45 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 46 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 48 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 49 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 50 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources