Home Laundry Appliances in Hong Kong, China

PROSPECTS

Automatic washer dryers increases along with wider availability and falling prices

Home laundry appliances continued to see slow retail volume growth in 2019. Automatic washer dryers saw the strongest increase, as more such products were available in the market.

Automatic washing machines remains dominant

Automatic washing machines are considered a necessity in Hong Kong; thus, the category is very mature and the penetration rate already very high, leaving limited room for growth. Indeed, it is expected that sales of automatic washing machines will start to decline in the forecast period.

The popularity of dehumidifiers leads to decline for automatic dryers

Automatic dryers saw a second year of strong retail volume decline in 2019. Consumers are moving from using automatic dryers to using dehumidifiers.

COMPETITIVE LANDSCAPE

International players dominate with good quality and high brand recognition

International brands continued to dominate home laundry appliances in Hong Kong in 2019. Whirlpool led and Siemens followed in all categories – automatic washing machines, automatic dryers and automatic washer dryers – and continued to see share growth.

Automatic washing machines is concentrated, preventing new entrants

Standard automatic washing machines is strongly concentrated amongst larger brands, with four players accounting for three quarters of retail volume sales in 2019. This means that new players have trouble entering the market.

Penetration of connected products remains low

Connected functions were a common theme in new product launches within home laundry appliances in Hong Kong during the review period. LG was amongst the most active brands in this regard, introducing connected washing machines that can be operated remotely via its Smart ThinQ mobile app.

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