China Home Appliance Industry Report, 2009-2010
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In early 2009, with the issuance and implementation of China’s policies for promotion of home appliances in rural areas, home appliance replacement, energy-saving products and projects that benefit people, the sales volume of home appliances (including color TV sets, refrigerators, washing machine) began to rebound in China. The policy of promoting home appliances in rural areas stimulated rural consumption, which greatly boosted the growth of the industry. In 2009, the home appliance industry achieved total profit of RMB29.5 billion in 2009, up 50% from a year earlier; the profit margin rose from 3.0% to 4.7%.

In Q1 2010, home appliance industry continued the momentum of rapid recovery since Q4 2009. The sales revenue grew by 31.3% against the same period of last year, the total output value of new products rose by 35.3% year-on-year, the output/sale ratio was 95.8%, and the total export value increased by 15.16% year-on-year. The output of refrigerators reached 15.963 million sets, a 27.40% YoY rise; 3.693 million home freezers were produced, up 40.4% year-on-year; 23.757 million air conditioners were made, up 30.0% year-on-year; 14.386 million sets of household washing machine were produced, up 40.7% compared to the same period of last year.

In Q1 2010, 16.033 million sets of home appliances were sold in China, as a part of the home appliance promotion plan in rural areas, up 4.9 times year-on-year, bringing the revenue of RMB31.67 billion, increasing by 6.9 folds. By home appliance sold in rural areas in the first quarter of 2010, RMB11.3 billion came from color TV sets, RMB9 billion from refrigerators, RMB4.2 billion from washing machine, with quarter-on-quarter growth rate of 33%, 35% and 29% respectively. Owing to the home appliance replacement policy, the sales volume and revenue of new home appliances grew by 60.9% and 61.6% respectively over Q4 of last year; in March, 57,000 sets of new home appliances sold out every day.

1 TV Set
In 2009, 99.66 million color TV sets were produced in China, up 9.3% from a year earlier; wherein, the output of LCD TV sets grew 85.2%. Besides, the sales volume of color TV sets in 2009 got to 39.50 million in Chinese market, up 10.5% from a year earlier; of which 25.5 million LCD TV sets sold out, accounting for a rising share of 67.02% in the overall TV sales volume from 32.84% in 2008. A new round of replacement has begun, and the future TV market still has great potentials. Internet TV, 3D TV and LED TV will be the highlights in the market. Hisense has advanced LCD TV technology; in LCD TV market, Hisense’s share increased from 13.1% in 2008 to 19.8% in 2009, taking the first place in the industry; in TV set market, its share rose from 14% in 2008 to 17.2 %, following 18.3% of TCL.

2 Washing Machine
In 2009, 49.4 million sets of washing machine were produced in China, up 13% from a year earlier; 26.8 million sets were sold domestically in China, up 12% year-on-year. In washing machine industry, brand concentration degree is quite high. In April 2010, Haier and Midea enjoyed a respective share of 27.6% and 23.9% in Chinese washing machine market. Washing machine export market is still dominated by foreign capital. Haier maintains the first position in the industry, but it has a lower year-on-year growth rate for sales volume than the market average. After being integrated by Midea, the sales growth rate of Little Swan and Royalstar reached 81% and 33% respectively, far higher than the industry average of 17.7% in China.

3 Refrigerator
In 2009, 60.64 million refrigerators were produced in China, up 28% from a year earlier; and the sales volume hit 59.98 million sets, a 26% YoY rise. In cities, the change of product mix was the biggest highlight in 2009. The consumption of medium and high-end refrigerators took a rapidly rising proportion. The markets in first-tier and second-tier cities showed strong recovery. In rural areas, the promotion of home appliances also made remarkable achievements. During the first three quarters of 2009, the sales volume of Haier’s    refrigerators in rural areas accounted for 32%of the total sales volume of refrigerator brands in the countryside, ranking first. Yet, Haier’s market shares in Mar.2010 fell sharply from February. Midea, Hisense and Meiling grabbed Haier’s shares.

4 Air-Conditioner
In 2009, 81.53 million air-conditioners were produced in China, down 4.1% from a year ealier; and the sales reached 80.70 million ones, down 5.2% year-on-year. In H2 2009, the government granted the subsidies of RMB300-800 for the first and secondary energy-efficient air-conditioners. Since then, high energy-efficient air-conditioners have been produced in large scale rapidly, becoming the mainstream products in the market. Variable Frequency air-conditioners arose, and major manufacturers quickly launched such products. After their adjustments in product structure, GREE and Midea made great efforts in variable frequency air-conditioner and the promotion of home appliances in rural market, and they both achieved growth in each type of product. In Sep. 2009, GREE enjoyed 47% shares in rural air conditioner market, 16 percentage points higher than that of Midea. Due to the channel structure, foreign brands did not develop well in the third and fourth-tier markets, the proportion of their sales volume decreased considerably.

5 Microwave Ovens
In 2009, 60.38 million microwave ovens were produced in China, down 4.7% from a year earlier; the export volume amounted to 44.9 million units, decreasing by 7.6% year-on-year. Europe, the United States and other developed countries are the major consumers of microwave ovens, while China is a potential consumer. In China, 100 urban families have 60 microwave ovens, but 100 rural families only have less than 20 units. Glanz and Midea are still the most notable brands; in Mar 2010, among 10 best-selling models of microwave ovens, 5 were produced by Glanz and the other 5 by Midea.

The report first studies the industrial environments and overall operation of China home appliance industry in 2009 and 2010, and then makes a detailed analysis on the markets of TV set, washing machine, refrigerator, air-conditioner, microwave oven and other household appliances as well as development trends in terms of production and marketing structure, brand competition pattern and key enterprises.

1 Environments for China Home Appliance Industry
1.1 Policies
1.1.1 New Efficiency Standards for Air Conditioning
1.1.2 Extended Areas of Implementing Home Appliance Replacement 
1.1.3 Freight Subsidy Increase of Home Appliance Replacement Enterprises 
1.1.4 Widening Scope of Subsidies for Home Appliances Promoted in Rural Areas
1.1.5 Adjustments in the Policy of Subsidies for High Energy-Efficient Air-conditioner
1.1.6 Promotion of Energy-Efficient Products
1.2 Home Appliance Industry and Macro-economy
1.2.1 Comparison between Price Index of Home Appliances (including Related Services) and CPI
1.2.2 Number of Home Appliances Owned by Urban and Rural Residents

2 Overall Operation of Home Appliance Industry, 2009-2010
2.1 Overall Scale
2.2 Operation 
2.3 Trends

3 TV Set Market
3.1 Overview
3.1.1 Production
3.1.2 Marketing
3.1.3 Production and Marketing Structure
3.2 CRT TV
3.2.1 Production 
3.2.2 Marketing 
3.3 LCD TV
3.3.1 Production & Marketing 
3.3.2 Export 
3.4 PDP TV
3.4.1 Production 
3.4.2 Marketing 
3.5 Brand Competition
3.6 Key Enterprises
3.6.1 Hisense
3.6.2 TCL
3.6.3 Changhong
3.6.4 KONKA
3.6.5 Skyworth Digital
3.6.6 SVA
3.6.7 Xoceco

4 Washing Machine Market
4.1 Production 
4.2 Marketing 
4.2.1 Marketing in China 
4.2.2 Export 
4.3 Brand Competition
4.4 Key Enterprises
4.4.1 Little Swan
4.4.2 Sanyo
4.4.3 Haier
4.4.4 Little Duck
4.4.5 Whirlpool

5 Refrigerator Market
5.1 Production 
5.2 Marketing 
5.2.1 Marketing in China 
5.2.2 Export 
5.3 Prices and Market Shares of Brands
5.4 Key Enterprises
5.4.1 Meiling
5.4.2 Aucma
5.4.3 Sanhua
5.4.4 Haier

6 Air-Conditioner Market
6.1 Supply and Demand
6.1.1 Production 
6.1.2 Import 
6.2 Marketing 
6.2.1 Marketing in China 
6.2.2 Export 
6.3 Key Enterprises
6.3.1 GREE
6.3.2 Midea
6.3.3 Hisense Kelon
6.3.4 Changfa
6.3.5 Chunlan

7 Microwave Oven Market
7.1 Production 
7.2 Marketing 
7.3 Glanz
7.3.1 Profile 
7.3.2 Development Strategies 
7.4 Midea

8 Other Home Appliances
8.1 Induction Cooker
8.2 Electric Rice Cooker
8.3 Dust Collector
8.4 Electric Water Heaters
8.5 Electric Water Dispenser
8.6 Range Hood
8.7 Electric Baking Appliance 
8.8 Electric Fan
8.9 Key Enterprises
8.9.1 SUPOR
8.9.2 Joyoung
8.9.3 Yankon Group
8.9.4 Elec-Tech
8.9.5 Elecpro
Comparison between Price Index of Home Appliances (including Related Services) and CPI, May, 2005-Mar. 2010
Number of Home Appliances Owned by Urban Residents (Per 100 Households) by Quarter, Dec. 2000- Dec. 2009
Number of Home Appliances Owned by Rural Residents (Per 100 Households) by Quarter, Dec. 2000- Dec. 2009
Revenue of Home Appliance Manufacturing, Dec. 2008-Feb. 2010
Sales Output Value and Growth Rate of China Home Appliance Industry, 2008-Q1 2010 
Total Assets of Home Appliance Manufacturing, Feb. 2009-Feb. 2010
Number of Home Appliance Manufacturers and Employees, Feb. 2009-Feb. 2010
Monthly Output of TV Sets in China, Jan. 2009-Apr. 2010 
Quarterly Sales Volume of TV Sets in China, 2004-2010
Export Growth Rate of TV Set, Refrigerator and Washing Machine in China, 2009 
Monthly Export Volume of TV Sets in China, Jan. 2009-Apr. 2010 
Quarterly Sales/Output Ratio and Inventory of Color TV Set, 2004-2010 
Number of TV Sets Owned by Urban and Rural Residents (Per 100 Households),1995-2008 
Sales Volume Structure of TV Sets in China, 2008-2009 
Market Shares for Monthly Sales Volume of TV Sets Promoted in Rural Areas, Q3 2009 
Monthly Output and Growth Rate of CRT TV, Jan. 2009-Mar. 2010
Domestic Sales Volume of CRT TV in China, Jan. 2009-Mar. 2010
Domestic Sales Volume of CRT TV and LCD TV in China by Month, 2009
Monthly Export Volume of CRT TV, Jan. 2009-Mar. 2010
Monthly Sales Volume of LCD TV in China, 2008-2009
Monthly Sales Volume of LCD TV, Jan. 2009-Mar. 2010
Monthly Output of LCD TV, Jan. 2009-Mar. 2010
Sales Volume of Chinese and Overseas LCD TV Brands in China, Jan. 2008- Jan. 2010
Monthly Export Volume of LCD TV and TV Set, Jan. 2009-Mar. 2010
Export Volume of LCD TV (by Region), Jan.-Dec. 2009
Export Volume of LCD TV (by Region) in China, Mar 2010
Retail Volume of LCD TV (by City) in China, Jan.-Nov. 2009
Monthly Output of PDP TV, Jan. 2009-Mar. 2010
Sales Volume of TV (by Product), 2008 vs.2009
Sales Volume of PDP TV in China, Jan. 2009-Mar. 2010
Export Volume of PDP TV, Jan. 2009-Mar. 2010
Sales Structure of Major LCD TV Brands, 2009
Market Shares of Major LCD TV Brands in China, 2008 vs. 2009
Proportion of LED TV in LCD TV Sales, Feb. 2009-Feb. 2010
Market Shares of Major TV Set Brands in China, 2008 vs. 2009
Quarterly Operating Income of Hisense Electric, Q1 2007-Q1 2010
Gross Margin and Net Profit Margin of Hisense Electric, 2008- Q1 2009
Operating Income of Hisense Electric by Product, 2008 vs. 2009
Revenue of Hisense Electric by Region, 2008 vs. 2009
Operating Income and Growth Rate of TCL GROUP, 2007-Q1 2010
Operating Cost, Profit and Gross Margin of TCL GROUP (by Product), 2009
Operating Income of TCL GROUP (by Region), 2009
Operating Income of TCL GROUP (by Sector), 2009
Operating Income of TCL GROUP (by Product), 2009
Quarterly Operating Income of Sichuan Changhong, Q1 2007-Q1 2010
Net Profit Margin of Sichuan Changhong, 2006-Q1 2010
Operating Income and Cost of Sichuan Changhong (by Sector), 2009
Operating Income, Cost and Gross Margin of Sichuan Changhong (by Region), 2009
Operating Income and Growth Rate of Sichuan Changhong (by Product), 2009
Occupied Shares for Domestic Sales and Export of PDP TV in China, 2009
Occupied Shares for PDP TV Sales Volume of Changhong and Panasonic, Dec. 2009
Quarterly Operating Income of KONKA, Q1 2008-Q1 2010
Operating Income of KONKA (by Product), 2009
Operating Income Growth and Structure of KONKA (by Product), 2008 vs. 2009
Operating Income Growth and Structure of KONKA (by Region), 2008 vs. 2009
Half-Year Operating Income of Skyworth Digital, 2007-2009
Operating Income of SVA, 2007-Q1 2010
Net Income of SVA, 2006-Q1 2010
Revenue Structure of SVA (by Sector), 2009
Revenue Structure of SVA (by Region), 2009
Operating Income Revenue and Growth Rate of Xoceco, 2006-2010
Net Income of Xoceco, 2006-2010
Revenue Structure of Other Business, 2008-2009 
Cumulative Sales/Output Ratio and Inventory of Household Washing Machine, Sep. 2004-Mar. 2010 
Monthly Output of Household Washing Machine, Jan. 2009-Apr. 2010 
Monthly Sales Volume and Growth Rate of Washing Machine in China, Jan. 2009-Mar. 2010
Monthly Export Volume of Washing Machine, Jan. 2009-Apr. 2010
Annual Export Volume of Washing Machine, 2005-2010 
Monthly Export Value of Washing Machine, Jan. 2009-Apr. 2010 
Sales Volume of Washing Machine (by Brand) and Market Shares of Brands, Apr. 2009 vs. Apr. 2010
Shopping Mall Coverage of Major Brands, Dec. 2008 vs. Mar. 2010 
Operating Income and Growth Rate of Little Swan, 2007-Q1 2010
Gross Margin and Expenses Ratio of Little Swan, Q1 2008-Q1 2010  
Operating Income and Gross Margin of Little Swan (by Product), 2000-2009
Operating Income and Growth Rate of Sanyo, 2006-2009
Net profit Margin, Gross Margin and Selling Expenses Ratio of Sanyo, 2001-Q1 2010  
Marketing Structure of Sanyo, 2004-2009
Washing Machine Structure of Sanyo, 2007-2009
Monthly Output and Growth Rate of Household Refrigerators, Jan. 2009-Apr. 2010
Cumulative Sales/Output Ratio and Inventory of Household Refrigerators, Sep. 2004-Mar. 2010 
Monthly Sales Volume of Refrigerators in China, Jan. 2009-Mar. 2010 
Monthly Export Volume of Refrigerators, Jan. 2009-Mar. 2010 
Monthly Prices of Refrigerators, 2007-2009 
Sales Volume Structure of Enterprises Which Promote Home Appliances in Rural Areas, Sep. 2009
Sales Volume of Major Refrigerator Brands, Jan. 2008- Mar. 2010
Operating Income and Cost of MeiLing, 2007-Q1 2010  
Gross Margin of MeiLing, 2007-Q1 2010
Operating Income of MeiLing (by Product), 2008 vs. 2009
Operating Income MeiLing (by Region), 2008 vs. 2009
Operating Income, Cost and Gross Margin of Aucma, 2007- Q1 2010
Operating Income of Aucma (by Product), 2008 vs. 2009
Operating Income of Aucma (by Region), 2008-2009
Operating Income and Profit of Sanhua, 2007- Q1 2010
Operating Income and Cost of Sanhua (by Product), 2009
Operating Income of Sanhua (by Product), 2009
Operating Income of Sanhua (by Region), 2009
Operating Income and Growth Rate of Haier, 2007-2010
Net Income and Growth Rate of Haier, 2007-2010
Operating Income of Haier (by Product), 2007-2009
Monthly Output of Air Conditioners in China, Jan. 2009-Apr. 2010
Monthly Import Volume of Air Conditioners in China, Jan. 2009-Mar. 2010
Monthly Import Value of Air Conditioners in China, Jan. 2009-Mar. 2010
Monthly Export of Air Conditioners in China, 2006-2009 
Monthly Sales Volume of Air Conditioners in China, Jan. 2009-Apr. 2010
Occupied Share for Sales Volume of Variable Frequency Air Conditioners in China, Jan. 2009-Feb. 2010 
Cumulative Sales/Output Ratio and Inventory of Air Conditioners, Sep. 2004-Mar. 2010 
Monthly Export Volume of Air Conditioners in China, Jan. 2009-Apr. 2010 
Export Volume of China-made Air Conditioners by Continent, Mar. 2010 
Monthly Export Volume Growth Rate of Major Air-Conditioners Exporting Regions in China, Jan. 2007- Mar. 2010 
Annual Export Volume and Growth Rate of China-made Air Conditioners, 2001-2010 
Export and Import Prices of China-made Air Conditioners, Jan. 2009-Mar. 2010 
Operating Income and Net Income of GREE’, 2007-Q1 2010
Operating Income of GREE (by Product), 2008 vs. 2009
Operating Income of GREE (by Region), 2008 vs. 2009
Operating Income and Net Income of Midea, 2005-2009
Operating Income and Profit of Midea (by Product), 2008 vs. 2009
Operating Income of Midea (by Region), 2008 vs. 2009
Operating Income and Growth Rate of Hisense Kelon, 2007-2010
Operating Income of Hisense Kelon (by Product), 2008 vs. 2009
Operating Income of Changfa (by Product), 2007-2009
Operating Income of Changfa (by Product), 2009
Gross Profit of Changfa (by Product), 2009
Operating Income and Growth Rate of Chunlan, 2007-2009
Net Income of Chunlan, 2007-2009
Monthly Output of Microwave Ovens, Jan. 2009-Mar. 2010
10 Best-selling Models in Microwave Oven Market by Sales Volume, Mar. 2010
Number of Microwave Ovens Owned by Per 100 Urban Families, 1999-2009 
Number of Microwave Ovens Owned by Per 100 Urban Families (by Region), End of 2008
Sales Volume of Microwave Ovens in Rural Areas, H2 2009
Monthly Export Volume and Growth Rate of China-made Microwave Ovens, Jan. 2009-Apr. 2010 
Monthly Export Value and Growth Rate of China-made Microwave Ovens, Jan. 2009-Apr. 2010 
Induction Cooker Market Structure in China (by Brand), 2009 
Monthly Sales Volume of Induction Cookers in Rural Areas, H2 2009 
Monthly Export Volume of Induction Cookers, 2008-2010 
Monthly Output of Electric Rice Cookers, Jan. 2009-Apr. 2010 
Accumulative Output and Growth Rate of Electric Rice Cookers, Jan. 2009-Apr. 2010 
Monthly Output of Dust Collectors, Jan. 2009-Apr. 2010
Monthly Output of Electric Water Heaters, Jan. 2009-Apr. 2010 
Monthly Output of Electric Water Dispensers, Jan. 2009-Apr. 2010
Monthly Output of Range Hood, Jan. 2009-Apr. 2010
Monthly Output of Electric Baking Appliances, Jan. 2009-Apr. 2010
Monthly Output of Electric Fans, Jan. 2009-Mar. 2010
Accumulative Output and Growth Rate of Electric Fans, Jan. 2009-Mar. 2010
Operating Income and Growth Rate of SUPOR, 2006-2010
Net Income and Growth Rate of SUPOR, 2006-2010
Operating Income of SUPOR (by Sector), 2007-2009
Operating Income of Joyoung, 2007-2010
Net Income of Joyoung, 2007-2010
Operating Income of Joyoung (by Product), 2007-2009
Operating Income and Growth Rate of Yankon Group, 2007-2010
Net Income and Growth Rate of Yankon Group, 2007-2010
Operating Income of Yankon Group (by Product), 2008 vs. 2009
Operating Income of Yankon Group (by Region), 2008 vs. 2009
Operating Income and Growth Rate of Elec-Tech, 2006-2010
Net Income of Elec-Tech, 2006-2010
Prime Operating Revenue of Elec-Tech (by Product), 2008 vs. 2009 
Operating Income of Elecpro, 2006-2010
Net Income of Elecpro, 2006-2010

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