China Small Kitchen Appliance Industry Report, 2011
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Small kitchen appliance products mainly include: soymilk maker, electric kettle, microwave oven, electric pressure cooker, kitchen ventilator, induction cooker, electric cooker, sterilized cupboard, juice extractor, multi-functional food processor, etc. In recent years, the small kitchen appliance market has seen vigorous development, with the domestic sales value soaring to RMB74 billion in 2009 from RMB45 billion in 2006 and the CAGR hitting 18.1%. In 2010, the domestic sales market scale of small kitchen appliance in China approximated RMB88 billion.
Domestic Market of China’s Small Kitchen Appliance Industry, 2006-2010 (RMB bn, %)
By product breakdown:
1. Electric Cooker: China’s electric cooker market presented stable development in 2010, with the output totaling 170 million, up 14% year-on-year. The most representative enterprises came to Midea, SUPOR and Panasonic, with the accumulated market share surpassing 70% in 2010.
2. Microwave Oven: in 2010, the microwave oven was included in the list of “home appliances going to the countryside”, fueling the demand in the second-and third-tier markets. As a result, the annual output increased by 12.3% year-on-year to 670 million. And the export volume of microwave oven reached 5.3 million, up 18.4% year-on-year.
3. Soymilk Maker: JOYOUNG boasts the big shot in Chinese soymilk maker market, with the market share surpassing 60% in 2010. In the future, JOYOUNG will, on one hand, work to consolidate its market share and, on the other hand, intensify the implementation of the differentiation strategy of soymilk maker products, seeking to explore water purifier and bean industries.
The increasingly improving living standard will make the capacity of small kitchen appliance market expand on a large scale, which can be resulted from the 4 following aspects: firstly, due to intensified supportive policy, induction cooker, electric cooker, microwave oven, electric pressure cooker and kitchen ventilator are included in the list of “home appliances going to countryside ”; secondly, new small kitchen appliance products like soymilk maker are becoming more and more popular; thirdly, the market potential in rural areas and second-and third-tier cities is getting released; lastly, many large home appliance enterprises including Midea give priority to the development of small kitchen appliance business.
1. Industry Definition
1.1 About Small Kitchen Appliance
1.2 Industry Chain
1.3 Product Features
2. Development Environment
2.1 Policy Environment
2.1.1 Small Kitchen Appliances Gradually Included in the List of “Home Appliances Going to Countryside”
2.1.2 Small Kitchen Appliance Products Increasingly Standardized
2.2 Trade Environment
3.1 Market Scale
3.2 Market Demand
3.3 Brand Competition Pattern
3.4 Development Trend
4. Market Segments
4.1 Electric Cooker
4.1.1 Domestic Output
4.1.2 Market Competition
4.1.3 Development Trend
4.2 Induction Cooker
4.2.1 Market Sales Volume
4.2.3 Competition Pattern
4.2.4 Development Trend
4.3 Electric Kettle
4.3.1 Market Scale
4.3.2 Market Competition
4.3.3 Market Characteristics
4.4 Microwave Oven
4.4.3 Competition Pattern
4.5 Soymilk Maker
4.5.1 Market Scale
4.5.3 Development Trend
4.6 Kitchen Ventilator
4.6.1 Market Scale
4.6.4 Development Trend
5. Key Enterprises
5.1 Midea Living Appliances Group
5.2 Galanz Group
5.3 Hangzhou Robam Appliances Co., Ltd.
5.3.2 Operating Income
5.3.3 Development Strategy
5.4 Supor Co., Ltd.
5.4.2 Operating Income
5.4.3 Development Trend & Strategy
5.5 Joyoung Co., Ltd.
5.5.2 Operating Income
5.5.3 Development Strategy
Domestic Market of Small Kitchen Appliance in China, 2006-2010
Per Capita Consumption of Small Kitchen Appliance in Major Regions and Countries Worldwide
Ranking of Major Small Kitchen Appliance Enterprises by Market Occupancy, 2010
Coverage Rate of Major Small Kitchen Appliance Products in China
Electric Cooker Output in China, 2007-2010
Electric Cooker Output in China by Province/City, 2010
Market Occupancy of Key Electric Cooker Enterprises in China, 2010
Induction Cooker Sales Volume in China, 2008-2010
Induction Cooker Export Volume in China, 2007-2010
Induction Cooker Market Share in China, 2010
Market Occupancy of Key Electric Kettle Enterprises in China, 2010
Microwave Oven Output in China, 2007-2010
Export Volume & Value of Microwave Oven in China, 2008-2010
Market Occupancy of Key Microwave Oven Enterprises in China, 2010
Soymilk Maker Market Scale in China, 2007-2010
Market Occupancy of Key Soymilk Maker Enterprises in China, 2010
Export Volume of Kitchen Ventilator in China
Institutions under Midea Group
Sales of Galanz Group, 2007-2010
Market Occupancy of Major Small Kitchen Appliances made by Galanz Group, 2010
Operating Income and Net Income of Hangzhou Robam Appliances Co., Ltd., 2008-2010
Operating Income of Hangzhou Robam Appliances Co., Ltd. by Product, 2008-2010
Market Occupancy of Key Kitchen Ventilator Manufacturers in China, 2010
Operating Income and Total Profit of Supor Co., Ltd., 2008-2010
Revenue of Supor Co., Ltd. by Product, 2009-2010
Operating Income and Gross Margin of Supor Co., Ltd. by Product, 2010
Market Occupancy of Supor Co., Ltd. by Product, 2010
Operating Income and Total Profit of Joyoung Co., Ltd., 2008-2010
Market Share of Joyoung Co., Ltd. by Product, 2010
Revenue and Gross Profit of Joyoung Co., Ltd. by Product, 2008-2010
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