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Country Report

Microwaves in

Microwaves in China

32 pages, Feb 2019

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Decelerating volume growth of microwaves due to category saturation

Volume growth of microwaves continued to slow in 2018, underpinned by relatively higher product penetration, especially in urban areas. On the other hand, the rise of multi-function ovens, integrating steaming, microwaving and roasting, has been eroding the share of single-function microwaves.

Freestanding microwaves take the lion’s share while built-in products show potential

Freestanding microwaves accounted for the lion’s share of sales of microwaves in China in 2018, which was due to their earlier debut and wide product presence. With such a big base, freestanding microwaves recorded the slowest growth in 2018.

COMPETITIVE LANDSCAPE

Midea Group continues to lead the highly concentrated category of microwaves

Midea Group further consolidated its leadership of microwaves in 2018 with an increase in its volume share. Apart from the company’s leading position within total consumer appliances and its established brand reputation, Midea Group is also strong in terms of new product development, being among the pioneers to launch integrated microwaves represented by Midea X7-321 and X6-348E, with steaming and roasting functions, in 2017 and 2018 respectively.

Marginal presence of international players within microwaves

Panasonic and Whirlpool were the only two multinational brands among the top five in microwaves in 2018, and each recorded a decline in sales for the year and only small value shares. These international makes are not only uncompetitive in terms of pricing, but are also far behind in new product development, being incomparable to leading domestic players.

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Microwaves Market Sample Report Microwaves Market Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Microwaves 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 Microwaves industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Microwaves 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 Microwaves in China?
What are the major brands in China?
How are consumer cooking convenience trends going to affect the microwave industry over the medium term?
Has there been a shift from freestanding microwaves to built-in microwaves?

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.

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Microwaves in China - Category analysis

HEADLINES

PROSPECTS

Decelerating volume growth of microwaves due to category saturation

Freestanding microwaves take the lion’s share while built-in products show potential

COMPETITIVE LANDSCAPE

Midea Group continues to lead the highly concentrated category of microwaves

Marginal presence of international players within microwaves

CATEGORY DATA

Table 1 Sales of Microwaves by Category: Volume 2013-2018
Table 2 Sales of Microwaves by Category: Value 2013-2018
Table 3 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 4 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 5 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 6 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 7 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 8 Distribution of Microwaves by Format: % Volume 2013-2018
Table 9 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 10 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 11 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 12 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 13 Forecast Sales of Microwaves 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 14 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 15 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 16 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 17 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 18 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 19 Sales of Consumer Appliances by Category: Value 2013-2018
Table 20 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 21 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 26 Sales of Small Appliances by Category: Volume 2013-2018
Table 27 Sales of Small Appliances by Category: Value 2013-2018
Table 28 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 29 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 30 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 31 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 32 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 33 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 34 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 35 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 36 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 37 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 38 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 39 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 44 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 45 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 46 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 47 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

Megatrends

Country Report

Microwaves in China

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Executive Summary

New Report Guarantee

PROSPECTS

Decelerating volume growth of microwaves due to category saturation

Freestanding microwaves take the lion’s share while built-in products show potential

COMPETITIVE LANDSCAPE

Midea Group continues to lead the highly concentrated category of microwaves

Marginal presence of international players within microwaves

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Overview

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Table of Contents

Microwaves in China - Category analysis

HEADLINES

PROSPECTS

Decelerating volume growth of microwaves due to category saturation

Freestanding microwaves take the lion’s share while built-in products show potential

COMPETITIVE LANDSCAPE

Midea Group continues to lead the highly concentrated category of microwaves

Marginal presence of international players within microwaves

CATEGORY DATA

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

MARKET DATA

SOURCES

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