Small Appliances 07

From CCID Consulting’s latest data show that in 2006 China

Small appliances Production reached 1.27497 billion units, exports of 925.11 million units, 80% of small household electrical appliances from China. In addition, since 2002, China’s output of small household electrical appliances industry has maintained over 10% growth. CCID Consulting predicts the next five years, small household appliance market in China will maintain around 8% growth rate ,2007-2011 for the overall market size will exceed 500 billion yuan.

Recently, CCID Consulting Co., Ltd. Consumption Electronic Industry Research analyst Yang Songjiang accept “the Modern Enterprise newspaper,” an interview, said: “China is the manufacturing center of small appliances,

Electric kettle , Electric Coffee Pot, Food Processing machine ( Juicer , Mixer ), Heating type small appliances,

Hair dryer , Shavers and other small household appliances production has been highest in the world. “

He disclosed that in 2006 the overall market size of China’s small household appliances to 85.31 billion yuan, up 14.1%. Among

Kitchen Category accounted for about 81%, about 15% of household class, personal care accounted for about 4%. From the sales point of view, China’s increasing penetration of small home appliances, sales increased year after year.

According to report, in 2006, small household appliances market in the price of a few thousand dollars

Electric pressure cooker , The million range hood, shaver a few thousand dollars. In this regard, Aucma

Business Small household electrical appliances company in Henan Centre Manager, said Jian-Qiang Wu, compared to

TV , Air conditioning , Refrigerator Appliances such as 5% -6% of traditional gross margin, gross margin is now small household electrical appliances remained at 20% -30%. Come from

States United States Suning Appliance stores such information also shows that small household electrical appliances has become a new profit growth point.

As for the small household electrical appliances market because such high profits, Yang Songjiang said: “The small household electrical appliances is relatively low due to technical content, the core components do not need to buy, manufacturers have bargaining power on the upper parts, together with abundant cheap labor in China resources, the relative has been fully competitive for many years for large household appliances, small household appliance industry results called thriving. “

Yang Songjiang that, in 2007, the Chinese small home appliance industry will continue to maintain a rapid growth trend, the brand will become even more intense competition.

He further explained: “small household electrical appliances into people’s

Life Short time, yet not as large household appliances like to influence people’s lifestyle, most small household appliances is not a necessity of life, but improve the grades and quality of life of products. Therefore, small household appliances enterprises should pay more attention to customer detail changes in demand, their products have to change with customer needs change. At this stage, the brand of small household appliances huge role in driving because of brand products, market positioning, thus affecting the pricing of products; the same time also affect the product brand marketing capabilities, consumers tend to choose brands, particularly in Goods not fully understand, the high brand reputation is no doubt there will be better sales. In addition, the brand affect the industry chain to expand to other small home appliances range of products have strong brand influence, we can boldly enter the number of small household electrical appliances in the field at the same time. In this regard, Haier, Midea’s performance proved that the driving role of the brand. “

Even if the Chinese home appliance brands norms and led the entire small household appliances market, but

Samsung , Philips , Matsushita And other foreign manufacturers still occupy high-end products of small household appliances market. In this regard, Yang Songjiang cautioned: “In this case, small household electrical appliance enterprises in China should pay more attention stimulating effect of the brand. China’s lack of competitiveness of small home appliances brand, but also the lack of industry-standard, which will affect future large-scale growth, Aftermarket


Has become a bottleneck restricting the development of small home appliances. These are the positive environment needed to solve the problem. “