A survey on China’s small electrical appliances market


The sale of small household appliances occupies an important position in the China’s electronic and electrical products market. As evidenced by HKTDC Research, this country is now one of the leading electronics and electrical appliances consumer markets in the world because the purchasing power of people, especially the middle class, continues to rise. The Hong Kong Trade Development Council (HKTDC) recently conducted a questionnaire-based survey with regard to the small home appliances (kitchen appliances) market. The survey focused on eight cities: Beijing, Shanghai, Guangzhou, Wuhan, Chengdu, Shenyang, Nanjing and Qingdao. A total of 1,621 middle- to upper-class consumers were surveyed with regard to their purchasing preferences, as well as to their likely future demands. The findings show that middle class prefers higher grade and user-friendly products. The demand of middle-class consumers for small kitchen appliances is wide-ranging, running from electric pressure cookers, induction stoves and coffee machines, to electric stewing pots, yogurt makers and noodle makers. The majority of consumers (88%) expressed a hktdc China Small-Electrical-Appliances-p1i_469199preference for medium-range or above products. Apart from factors such as quality, price and brand, about 50% of the consumers also placed an emphasis on the user-friendly nature of products. Overall, more than 30% of the consumers surveyed indicated a preference for simple design and a desire to buy multifunctional products. Tellingly, only a small number of consumers had a preference for small kitchen appliances featuring bright colours and fancy designs.
As to the main reasons why consumers buy small kitchen appliances, two main factors emerged – replacing an existing broken product (43%) and improving quality of life (28%). Besides, as online shopping is fast becoming a global norm, it is no surprise that it also plays a significant role in the market. According to the survey, about 18% of consumers used online platforms for their latest purchase of small kitchen appliances. It is also worth noting that a large proportion of consumers (82%) currently still buy small kitchen appliances at bricks-and-mortar stores, such as dedicated counters at large hypermarkets and specialty stores in shopping malls. Finally, according to the survey, when consumers are considering purchasing small kitchen appliances, 88% of them said they would pay increased attention to environmental protection and energy saving factors, including giving consideration to such product features as energy efficiency, non-toxic materials, high product durability and the use of green materials. Additionally, 61% of the respondents recognized the importance of smart home compatibility, stating a concern as to whether products can be connected or controlled by smart devices and via the Internet. Unsurprisingly, it was younger consumers who were more interested in these smart home devices.