With the continuous improvement of consumers' pursuit of quality of life, the demand for kitchen appliances in my country is becoming more and more diversified. There are more and more categories of kitchen appliances in the market, and the market size of kitchen appliances in my country is also expanding.
According to the e-commerce data of Whale Staff, from January to April 2023, the sales volume of kitchen appliances on the Tmall platform was 67 million+, with sales of 18.6 billion+.
*Data comes from Staff Whale-Industry Trend Analysis
Driven by the diversification of user needs, the types of products in the kitchen appliance market are also increasingly diversified.
Judging from the sales of products on the Tmall platform, the current hot-selling products in the kitchen appliance market mainly include water purifiers, display cabinets, rice cookers, electric kettles, wall breakers, air fryers, microwave ovens, coffee machines, and induction cookers. , health pot, electric pressure cooker and other categories. These hot-selling categories also highlight the current development of kitchen appliances as a whole towards health, convenience and refined living.
*The data comes from Whale Staff-category ranking analysis
According to the frequency of use by consumers, rice cookers, electric kettles, and microwave ovens have higher usage and repurchase rates. Therefore, this time we selected these categories to focus on analysis!
rice cooker
Electric rice cooker is a relatively important kitchen electric product in people's cooking food. According to data from Whale Staff Platform, from January to April this year, the sales volume of rice cookers on the Tmall platform was nearly 5.4 million, and the sales volume was as high as 1.3 billion+.
*Data comes from Staff Whale-Industry Trend Analysis
The rice cooker market is highly concentrated, and the data shows that CR10 rice cookers account for as high as 76%. Supor, Midea and Joyoung rank firmly in the first echelon of the domestic rice cooker market, accounting for about 27%, 20% and 8% of the market respectively, while other manufacturers have smaller market shares and fierce competition.
*The data comes from Whale Staff - Brand Ranking Analysis
electric kettle
The electric kettle has the functions of fast boiling water, automatic power off and heat preservation, which is convenient for people to make tea and hot drinks, so it has become an indispensable kitchen appliance in people's daily life.
Whale staff data shows that as of April, the sales volume of Tmall electric kettles was 7.7 million+, with sales of nearly 1 billion.
*Data comes from Staff Whale-Industry Trend Analysis
In the electric kettle market, the two brands of Supor and Midea still occupy a large market share. From January to April this year, the sales of electric kettles under the Supor brand on the Tmall platform were nearly 170 million, accounting for 17% of the market; the sales of electric kettles under the Midea brand were nearly 140 million, accounting for more than 14% of the market.
In addition, in the electric kettle market, Joyoung, Xiaoxiong, Jinzao, Oaks, Rongsheng, Mijia, Jigu, Mofei and other brands also performed well in the market.
*The data comes from Whale Staff - Brand Ranking Analysis
Micro-wave oven
Among small kitchen appliances, microwave ovens are also a single product with a high usage rate in people's daily life, so the market volume of microwave ovens is also relatively large.
Whale staff data shows that as of April, the sales volume of microwave ovens on the Tmall platform was 1.3 million+, with sales of 700 million+.
*Data comes from Staff Whale-Industry Trend Analysis
From the perspective of brand competition, the microwave oven market has a high degree of concentration. Among them, Galanz and Midea are the two leading brands in the microwave oven market. According to data, the combined market share of the two leading brands is about 87%.
Specifically, as of April, the sales of Galanz brand microwave ovens were about 340 million, accounting for nearly 47% of the market; the sales of Midea microwave ovens were nearly 300 million, accounting for 40% of the market.
*The data comes from Whale Staff - Brand Ranking Analysis
According to the consumption demand of current consumers, it can be foreseen that: on the one hand, with the increase of income level, the demand of consumers for household kitchen appliances will continue to increase; The functions will become more and more powerful, and the market prospect will continue to expand.
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