Vacuum Cleaners in Taiwan

PROSPECTS

Stick vacuum maintains dynamism with more innovative models

Vacuum cleaners continued to see strong retail volume growth in 2019, although the increase was slower than that seen in the previous three years. Due to small living spaces and the launch of more innovative models, stick vacuum cleaners saw by far the strongest growth.

Robotic cleaners witnesses its first year of decline

Robotic vacuum cleaners registered a double-digit retail volume decline in 2019, due to the disruption caused by Xiaomi. Xiaomi entered Taiwan in 2017, and quickly captured share from other players, including iRobot Roomba, LG, Ecovacs and Neato, with its entry-level prices.

Innovative products such as steam cleaners and dust mite cleaners attract attention

As more consumers have started to pay attention to the cleanliness of the beds, mattresses and plush toys used by their children, more brands have launched dust mite cleaners and steam cleaners with multiple attachments. Taiwan’s subtropical climate, with high temperatures and high humidity, provides a suitable environment for dust mites.

COMPETITIVE LANDSCAPE

Electrolux maintains its lead through its strength in standard products

Electrolux continued to lead vacuum cleaners in retail volume terms in 2019, due to its long-established brand influence in standard products. With the popularity of cordless vacuum cleaners, including stick and robotic products, Electrolux has launched products which appeal to consumers with their longer battery life, diverse models and reasonable prices.

More new players are expected to compete in vacuum cleaners

Thanks to the stronger potential of vacuum cleaners compared with most other small appliances, several players attempted to penetrate vacuum cleaners over the review period. Bosch, Thompson, Gtech and Bissell successively launched stick or robotic products in the review period.

Collaboration with celebrities for group buying is an innovative marketing method

As an aggressive player in Taiwan, LG has utilised the 486 group buying website to market its vacuum cleaners. Smaller brands such as Thomson and Iris prefer collaborating with selected internet celebrities to introduce their products.

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