China small appliance industry production and marketing demand and investment forecast report, 2013 2017

造行业

紧固件制

2011 版

China Small Appliance Industry Production and Marketing Demand and Investment Forecast Report,
2013-2017
No comprehensive trend forecast, no gain.
(Help you to discover the unsatisfied market need of Small Appliance Industry, and explicit the
development trend and prospect.)

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Small Appliance Industry

Preface
Small appliances are portable or semi-portable machines, generally used on table-tops, counter-tops, or other
platforms, to accomplish a household task. According to the functions, small appliances could be divided into
small kitchen appliances, small housing appliances and small personal appliances. China had become one of
the most important small appliance bases in the world. The statistics data shows that the production scale of
small appliance in China has increased from RMB 1.065 trillion during 2015-2011 to RMB 2.54891 trillion
in 2011; the market size has grown from RMB 1.03836 trillion to RMB 2.54013 trillion, and the annual
growth rate is over 20%.
Judging from the market demand, China is equipped with the following advantages to fast promote small
appliances: firstly, the large-size household appliances had been widely promoted; secondly, residents’
consumption expense had greatly increased; thirdly, China is with the strong capability to produce small
appliances. And judging from the consumption habits, people would usually purchase the large-size
household appliances which work as living necessary before purchasing the small appliances which with rich
category. Comparing with color TVs, air-conditions, refrigerators and washing machines, most small
appliances are with certain enjoying demand. Therefore, the demand would base on the income level.
Considering all the China urban residents had hold certain amount of large-size household appliances, it is
time for them to purchase the small appliances.
The consumption of small appliances in China urban area is in certain scale. Some regular small appliances
even reached a holding rate of 50%. Since the small appliances are still lacked of categories, to rich the
category would be a significant trend to explore the small appliance market in the future. Comparing with the
urban market, it could be found that the household appliance market in rural area is not widely promoted. In
spite of air conditions, the promotion rate of other products is over 50%. The development of small
appliances in rural areas begins to step into the budding stage. According to the economic difference in
different regions of China, it is expected that the small appliances in eastern rural areas would step into the
fast growing stage.
Judging from the competition, there are over 5,000 small appliance corporations in China while there are less
than 100 significant brands in the industry. The industry is disordered since both the brands and product
quality are mixed with good and bad. Many small appliances like induction cooker, electric cooker and water
dispenser are trying to imitate well-known brands which would greatly affect the benefits of branded
manufacturers and consumers. Due to the fierce competition, some small-scale household appliance
manufacturers are trying to explore the enjoying small appliance market like foot-bath machine, hanging iron
and air conditioner fan in order to meet the increasing consumption demand.
Competition of Small Appliance Industry is more and more fierce. In the meantime, merger and capital
operation among large small appliance corporations are ever frequent. And the outstanding small appliance
corporations in China are placing more importance on the research of the industry market, especially the
depth research of industry development environment and customers. Accordingly, many splendid domestic
corporations are springing up and become leaders in small appliance Industry gradually!
The most significant features of this report are perceptiveness and timeliness. It is with a forward-looking
analysis of massive first-hand research data; it conducts an in-depth and objective analysis about the overall
market capability, market size, competition structure and market demand characteristics; it gives a prudent
analysis and forecast of small appliance industry according to the industry development track and Forward’s
years of practical experience. In conclusion, it is a significant report to learn about the latest development
trend, grab market opportunities, and make correct marketing decision and explicit corporations’
development trend for all small appliance corporations, R&D institutes, marketing corporations and
Investment corporations. Besides, it is the first heavyweight report to give a comprehensive and systematic

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客观中性建设性


analysis about the upstream and downstream industrial chain, as well as key corporations in small appliance
industry.
Here, we would like to express our sincere gratitude to China National Commercial Information Center, State
Information Center, Bureau of Statistics of China, General Administration of Customs, International
Information Research Institute, Chinese Academy of International Trade and Economic Cooperation,
Tsinghua University Library, Development Research Center of the State Council, for their great support when
we conduct this report!
Notice: All the market data, especially corporations' ranking data in the report, only for business reference.
Please do not take the data for enterprise publicity. Thank you! Or Forward shall not take any responsibility
for any consequences!
Forward Business Intelligence Co., Ltd. Industry Research Center
Research Team of Small Appliance Industry

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CONTENTS
Chapter I：Development Overview of China Small Appliance Industry
1.1 Definition and Classification of Small Appliance Industry
1.1.1 Concept and Definition of the Industry
1.1.2 Category of Major Products of the Industry
1.1.3 Characteristics of Small Appliance Industry
1.2 Statistics Standards of Small Appliance Industry
1.2.1 Statistical Department and Caliber of Small Appliance Industry
1.2.2 Statistical Approach of Small Appliance Industry
1.2.3 Data Category of Small Appliance Industry
1.3 Market Environment of Small Appliance Industry
1.3.1 Policy Environment of the Industry
(1) Management System of the Industry
(2) Relevant Policy Trend of the Industry
(3) Development Planning of the Industry
1.3.2 Economic Environment of the Industry
(1) Analysis of International Macro-economic Environment
(2) Analysis of China Macro-economic Environment
(3) Macro-economic Environment of the Industry
1.3.3 Social Demand Environment of the Industry
(1) Demand Characteristics of Small Appliance Market
(2) Demand Trend of Small Appliance Market
1.3.4 Trading and Development Environment of the Industry
(1) Development Status of the Trading Environment of the Industry
(2) Development Trend of the Trading Environment of the Industry
(3) Strategy to the Changing Trading Environment
1.4 Supply Chain of Small Appliance Industry
1.4.1 Upstream and Downstream Supply Chain of Small Appliance Industry
1.4.2 Downstream Supply Chain of Small Appliance Industry
1.4.3 Upstream Supply Chain of Small Appliance Industry
(1) Development of Household-appliance-oriented Steel Market
a. Supply and Demand Status
b. Price Trend
(2) Development of Engineering-plastic Market
b. Price Trend
(3) Development of Aluminium Market
b. Price Trend
(4) Development of Copper Product Market
b. Price Trend
(5) Development of Electron Component Industry

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b. Price Trend
Chapter II：Development Status of China Small Appliance Industry
2.1 Development Status of China Small Appliance Industry
2.1.1 Development Overview of China Small Appliance Industry
2.1.2 Major Development Characteristics of China Small Appliance Industry
2.1.3 Operation Status of Small Appliance Industry in 2011
(1) Operation Benefit of Small Appliance Industry in 2011
(2) Profitability of Small Appliance Industry in 2011
(3) Operation Capability of Small Appliance Industry in 2011
(4) Debt-paying Capability of Small Appliance Industry in 2011
(5) Development Capability of Small Appliance Industry in 2011
2.2 Economic Index of Small Appliance Industry in 2011
2.2.1 Major Influencing Factors to the Economic Benefit of Small Appliance Industry
2.2.2 Economic Index of Small Appliance Industry in 2011
2.2.3 Economic Index of the Corporations in Different Scales in 2011
2.2.4 Economic Index of the Corporations in Different Natures in 2011
2.2.5 Economic Index of the Corporations in Different Regions in 2011
2.3 Balance between Supply and Demand to Small Appliance Industry during 2009-2011
2.3.1 Supply Condition of China Small Appliance Industry in 2011
(1) Total Output Value of China Small Appliance Industry in 2011
(2) Finished Products of China Small Appliance Industry in 2011
2.3.2 Supply Condition of Regional Small Appliance Industry in 2011
(1) Top 10 Regions of Total Output Value in 2011
(2) Top 10 Regions of Finished Products in 2011
2.3.3 Demand Condition of China Small Appliance Industry in 2011
(1) Sales Value of China Small Appliance Industry in 2011
(2) Sales Revenue of China Small Appliance Industry in 2011
2.3.4 Demand Condition of Regional Small Appliance Industry in 2011
(1) Top 10 Regions of Sales Value in 2011
(2) Top 10 Regions of Sales Revenue in 2011
2.3.5 Production and Marketing Ratio of China Small Appliance Industry in 2011
2.4 Import and Export Market of Small Appliance Industry
2.4.1 Overall Imports and Exports of Small Appliance Industry
2.4.2 Import and Export Market of Small Appliance Industry
(1) Exports of the Industry
a. Exports of the Industry in 2011
(a) Overall Exports of the Industry
(b) Exporting Product Structure of the Industry
b. Characteristics of Exporting Products of the Industry
c. Characteristics of Export Nations and Regions of the Industry
d. Potential Export Market of the Industry
(2) Imports of the Industry
a. Exports of the Industry in 2011
(a) Overall Imports of the Industry

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(b) Importing Product Structure of the Industry
b. Characteristics of Importing Products of the Industry
c. Characteristics of Import Nations and Regions of the Industry
2.4.3 Import and Export Prospects and Suggestions of Small Appliance Industry
(1) Export Prospects and Suggestions of Small Appliance Industry
(2) Import Prospects and Suggestions of Small Appliance Industry
Chapter III：Development Status of Small Appliance Industry in 2011
3.1 Operation Status of Small Kitchen Appliance Industry in 2011
3.1.1 Scale of Small Kitchen Appliance Industry
3.1.2 Production Status of Small Kitchen Appliance Industry
3.1.3 Demand Status of Small Kitchen Appliance Industry
3.1.4 Balance between Supply and Demand of Small Kitchen Appliance Industry
3.1.5 Financial Operation of Small Kitchen Appliance Industry
3.1.6 Operation Characteristics and Trend of Small Kitchen Appliance Industry
3.2 Operation Status of Household Ventilation Appliance Industry in 2011
3.2.1 Scale of Household Ventilation Appliance Industry
3.2.2 Production Status of Household Ventilation Appliance Industry
3.2.3 Demand Status of Household Ventilation Appliance Industry
3.2.4 Balance between Supply and Demand of Household Ventilation Appliance Industry
3.2.5 Financial Operation of Household Ventilation Appliance Industry
3.2.6 Operation Characteristics and Trend of Household Ventilation Appliance Industry
3.3 Operation Status of Small Personal-care Appliance Industry in 2011
3.3.1 Scale of Small Personal-care Appliance Industry
3.3.2 Production Status of Small Personal-care Appliance Industry
3.3.3 Demand Status of Small Personal-care Appliance Industry
3.3.4 Balance between Supply and Demand of Small Personal-care Appliance Industry
3.3.5 Financial Operation of Small Personal-care Appliance Industry
3.3.6 Operation Characteristics and Trend of Small Personal-care Appliance Industry
3.4 Operation Status of Other Small Appliance Industry in 2011
3.4.1 Scale of Other Small Appliance Industry
3.4.2 Production Status of Other Small Appliance Industry
3.4.3 Demand Status of Other Small Appliance Industry
3.4.4 Balance between Supply and Demand of Other Small Appliance Industry
3.4.5 Financial Operation of Other Small Appliance Industry
3.4.6 Operation Characteristics and Trend of Other Small Appliance Industry
Chapter IV：Market Competition Status of China Small Appliance Industry
4.1 Overall Competition of the Industry
4.1.1 Competitive Structure of Small Appliance Industry
4.1.2 Market Capacity of Small Appliance Industry
4.1.3 Technology Level and Characteristics of Small Appliance Industry
4.1.4 Business Model of Small Appliance Industry
4.1.5 Profit Level Trend of Small Appliance Industry
4.2 Product Structure and Characteristics of Small Appliance Industry

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4.2.1 Product Structure and Characteristics of Small Appliance Market
4.2.2 Industrial Structure and Characteristics of Small Appliance Market
4.2.3 Prospects of Small Appliance Market
4.3 Characteristics of Regional Structure of Small Appliance Industry
4.3.1 Characteristics of the Corporations of Different Economic Types
4.3.2 Concentration Degree of the Economic Types of the Industry
4.4 Overall Characteristics of Regional Structure of the Industry
4.4.1 Overall Characteristics of Regional Structure of the Industry
4.4.2 Regional Concentration Degree of the Industry
4.5 Major Branded Corporations Engaging in Small Appliance
4.5.1 Brands of Small Appliance Market
4.5.2 Competitive Structure of Small Appliance Brands
4.5.3 Development Status of Small Appliance Brands
4.5.4 Health Degree of Small Appliance Brands
4.6Motivation and Influence of the Large-size Household Appliance to Engage in Small Appliance Market
4.6.1 Prospects of Small Appliance Attracting Large-size Household Appliance Corporations to
Engage in Small Appliance Market
4.6.2 Reasons to Enter Small Appliance Market
4.6.3 Three Integrations to Enter Small Appliance Market
Chapter V：Development of International Small Appliance Industry
5.1 Development Overview of International Small Appliance Market
5.1.1 Development Overview of International Small Appliance Market
5.1.2 Structure of International Small Appliance Industry
(1) Small Appliance Market in America
(2) Small Appliance Market Major European Countries
5.2 Competition of International Small Appliance Market
5.2.1 Competition Status of International Small Appliance Market
5.2.2 Competition Trend of International Small Appliance Market
5.3 Competitive Strategies of Transnational Corporations in China Small Appliance Market
5.3.1 Investment Structure of Major Transnational Corporations in China
(1) Philips
(2) Panasonic
(3) Electrolux
(4) ACA
(5) Whirlpool
(6) LG
(7) SEB
(8) Braun
5.3.2 Competitive Strategies of Transnational Corporations in China
(1) Development Status of Transnational Corporations in China Small Appliance Market
(2) Changing Competitive Strategies of Transnational Corporations in China
(3) Typical Emerging Cases of Transnational Corporations in China Small Appliance Market
Chapter VI：Development Status of Global Western-style Small Appliance Market

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6.1 Definition and Concept of Western-style Small Appliance
6.2 Development Overview of Western-style Small Appliance Industry
6.2.1 Distribution of Western-style Small Appliance Industry Chains
6.2.2 Characteristics of Western-style Small Appliance Products
6.2.3 Global Distribution of Western-style Small Appliance Market
6.2.4 Regional Distribution of Western-style Small Appliance Manufacturers in China
6.3 Characteristics and Demand Forecast of Western-style Small Appliance Market
6.3.1 Characteristics of Western-style Small Appliance Market
6.3.2 Development Forecast and Competition Trend of Western-style Small Appliance Industry
6.3.3 Demand Forecast of Western-style Small Appliance at Home and Abroad
6.4 Reasons for Western-style Small Appliance Corporations to Choose OEM/ODM Model
6.4.1 Internal Logic of the Transformation among OEM, ODM and OBM Models
6.4.2 Inevitability for China Western-style Small Appliance Corporations to Choose OEM/ODM
Model
6.5 Development Trend and Potentials of Western-style Small Appliance Industry
6.5.1 Development Trend Forecast of Western-style Small Appliance Industry
6.5.2 Investment Threshold and Barriers of Western-style Small Appliance Industry
6.5.3 Competitive Advantages of Leading Small Appliance Corporations
6.6 Development Strategy of China Western-style Small Appliance Corporations
6.6.1 Promote the OEM/ODM Upgrading for Overflow Effect
6.6.2 Emphasize Technology Investment and Strengthen R&D Capability
6.6.3 Improve the Occasion and Take Advantage of OEM/ODM and Brand Marketing
6.6.4 Grasp Suitable Opportunities to Develop Self-owned Brands
Chapter Ⅶ：Major Segment Markets of Small Appliance Industry
7.1 Analysis of Small Kitchen and Bath Appliance Market
7.1.1 Development of Oil-and-Smoke Exhauster Market
(1) Product Characteristics and Designs of Oil-and-Smoke Exhausters
(2) Market Size of Oil-and-Smoke Exhauster
(3) Competitive Structure of Oil-and-Smoke Exhauster Market
(4) Market Size Forecast of Oil-and-Smoke Exhauster
(5) Development Trend of Oil-and-Smoke Exhauster Market
7.1.2 Development of Disinfection Cabinet Market
(1) Product Characteristics and Designs of Disinfection Cabinets
(2) Market Size of Disinfection Cabinet
(3) Competitive Structure of Disinfection Cabinet Market
(4) Market Size Forecast of Disinfection Cabinet
(5) Development Trend of Disinfection Cabinet Market
7.1.3 Development of Electric Pressure Cooker Market
(1) Product Characteristics and Designs of Electric Pressure Cookers
(2) Market Size of Electric Pressure Cooker
(3) Competitive Structure of Electric Pressure Cooker Market
(4) Market Size Forecast of Electric Pressure Cooker
(5) Development Trend of Electric Pressure Cooker Market
7.1.4 Development of Electric Cooker Market

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(1) Product Characteristics and Designs of Electric Cookers
(2) Market Size of Electric Cooker
(3) Competitive Structure of Electric Cooker Market
(4) Market Size Forecast of Electric Cooker
(5) Development Trend of Electric Cooker Market
7.1.5 Development of Microwave Oven Market
(1) Product Characteristics and Designs of Microwave Ovens
(2) Market Size of Microwave Oven
(3) Competitive Structure of Microwave Oven Market
(4) User Awareness of Microwave Oven Market
a. Brand Awareness of Microwave Oven Market
b. Product Structure Awareness of Microwave Oven
c. Major Brand Awareness Trend of Microwave Oven
(5) Market Size Forecast of Microwave Oven
(6) Development Trend of Microwave Oven Market
7.1.6 Development of Induction Cooker Market
(1) Product Characteristics and Designs of Induction Cookers
(2) Market Size of Induction Cooker
(3) Competitive Structure of Induction Cooker Market
(4) User Awareness of Induction Cooker Market
a. Brand Awareness of Induction Cooker Market
b. Product Structure Awareness of Induction Cooker
c. Major Brand Awareness Trend of Induction Cooker
(5) Competitive Strategy of Induction Cooker Market
(6) Technology Development Status of Induction Cookers
(7) Market Size Forecast of Induction Cooker
(8) Development Trend of Induction Cooker Market
7.1.7 Development of Juice Extractor Market
(1) Product Characteristics and Designs of Juice Extractors
(2) Market Size of Juice Extractor
(3) Competitive Structure of Juice Extractor Brands
(4) Competitive Strategy of Juice Extractor Brands
(5) Price Structure of Juice Extractor Market
(6) Development Status of Juice Extractor Technology
(7) Development Trend of Juice Extractor Market
7.1.8 Development of Mixer Market
(1) Product Characteristics and Designs of Mixers
(2) Market Size of Mixer
(3) Competitive Structure of Mixer Market
(4) Market Size Forecast of Mixer
(5) Development Trend of Mixer Market
7.1.9 Development of Bread Oven Market
(1) Product Characteristics and Designs of Bread Ovens
(2) Market Size of Bread Oven
(3) Competitive Structure of Bread Oven Market
(4) Market Size Forecast of Bread Oven

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(5) Development Trend of Bread Oven Market
7.1.10

Development of Electric Grill Market

(1) Product Characteristics and Designs of Electric Grills
(2) Market Size of Electric Grill
(3) Competitive Structure of Electric Grill Market
(4) Market Size Forecast of Electric Grill
(5) Development Trend of Electric Grill Market
7.2 Analysis of Small Housing Appliance Market
7.2.1 Analysis of Electric Fan Market
(1) Product Characteristics and Designs of Electric Fans
(2) Market Size of Electric Fan
(3) Competitive Structure of Electric Fan Market
(4) Market Size Forecast of Electric Fan
(5) Development Trend of Electric Fan Market
7.2.2 Analysis of Dust Collector Market
(1) Product Characteristics and Designs of Dust Collectors
(2) Market Size of Dust Collector
(3) Competitive Structure of Dust Collector Market
(4) Market Size Forecast of Dust Collector
(5) Development Trend of Dust Collector Market
7.2.3 Analysis of Electric Heater Market
(1) Product Characteristics and Designs of Electric Heaters
(2) Market Size of Electric Heater
(3) Competitive Structure of Electric Heater Market
(4) Market Size Forecast of Electric Heater
(5) Development Trend of Electric Heater Market
7.2.4 Analysis of Humidifier Market
(1) Product Characteristics and Designs of Humidifiers
(2) Market Size of Humidifier
(3) Competitive Structure of Humidifier Market
(4) Market Size Forecast of Humidifier
(5) Development Trend of Humidifier Market
7.2.5 Analysis of Air Freshener Market
(1) Product Characteristics and Designs of Air Fresheners
(2) Market Size of Air Freshener
(3) Competitive Structure of Air Freshener Market
(4) Market Size Forecast of Air Freshener
(5) Development Trend of Air Freshener Market
7.2.6 Analysis of Water Dispenser Market
(1) Product Characteristics and Designs of Water Dispensers
(2) Market Size of Water Dispenser
(3) Competitive Structure of Water Dispenser Market
(4) Market Size Forecast of Water Dispenser
(5) Development Trend of Water Dispenser Market
7.3 Analysis of Small Personal-care Appliance Market
7.3.1 Analysis of Electric Hair Drier Market

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(1) Product Characteristics and Designs of Electric Hair Driers
(2) Market Size of Electric Hair Drier
(3) Competitive Structure of Electric Hair Drier Market
(4) Market Size Forecast of Electric Hair Drier
(5) Development Trend of Electric Hair Drier Market
7.3.2 Analysis of Electric Shaver Market
(1) Product Characteristics and Designs of Electric Shavers
(2) Market Size of Electric Shaver
(3) Competitive Structure of Electric Shaver Market
(4) Market Size Forecast of Electric Shaver
(5) Development Trend of Electric Shaver Market
7.3.3 Analysis of Electric Iron Market
(1) Product Characteristics and Designs of Electric Irons
(2) Market Size of Electric Iron
(3) Competitive Structure of Electric Iron Market
(4) Market Size Forecast of Electric Iron
(5) Development Trend of Electric Iron Market
7.3.4 Analysis of Electric Toothbrush Market
(1) Product Characteristics and Designs of Electric Toothbrushs
(2) Market Size of Electric Toothbrush
(3) Competitive Structure of Electric Toothbrush Market
(4) Market Size Forecast of Electric Toothbrush
(5) Development Trend of Electric Toothbrush Market
7.3.5 Analysis of Electric Cosmetic Instrument Market
(1) Product Characteristics and Designs of Electric Cosmetic Instruments
(2) Market Size of Electric Cosmetic Instrument
(3) Competitive Structure of Electric Cosmetic Instrument Market
(4) Market Size Forecast of Electric Cosmetic Instrument
(5) Development Trend of Electric Cosmetic Instrument Market
7.3.6 Analysis of Electric Massager Market
(1) Product Characteristics and Designs of Electric Massagers
(2) Market Size of Electric Massager
(3) Competitive Structure of Electric Massager Market
(4) Market Size Forecast of Electric Massager
(5) Development Trend of Electric Massager Market
Chapter VIII：Technology Development Status and Trend of China Small Appliance Industry
8.1 Technology Development Status of the Industry
8.1.1 International Technology Development Status of the Industry
8.1.2 China Technology Development Status of the Industry
8.2 Technology Development Trend of the Industry
8.2.1 Energy-saving Technology
8.2.2 Intelligent Technology
8.3 Development of Energy-saving Technology of the Industry
8.3.1 Energy Efficiency Standard of the Products

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8.3.2 Major Energy-saving Technology of the Industry
(1) Converter Technology
(2) Electro-magnetic Induction Technology
(3) Temperature-sensing and Soft-magnetism Technology
(4) Far-infrared Heating Technology
(5) Temperature Control Technology
8.3.3 Innovation and Market Development of Energy-saving Technology
(1) Innovation and Product Positioning of Energy-saving Technology
(2) Innovation and Market Status of Energy-saving Technology
8.3.4 Market Prospects of Energy-saving Products
(1) Market Proportion Forecast of Energy-saving Products
(2) Market Size Forecast of Energy-saving Products
8.4 Development of Intelligent Technology of the Industry
8.4.1 Development of Intelligent-Technology-Supporting Industries
(1) Investment and Construction of China Smart Power Grids Industry
(2) Analysis of Internet Market and Technology Development
(3) Development and Technology of Internet of Things
(4) Development and Technology of Integration of Three Networks
8.4.2 Development of Intelligent Technology of the Industry
(1) Development Overview of Fuzzy Technology
(2) Development Overview of Neural Network Technology
(3) Development Status of Cloud Computing
8.4.3 Innovation and Market Development of Intelligent Technology of the Industry
(1) Innovation and Product Positioning of Intelligent Technology
(2) Innovation and Market Status of Intelligent Technology
8.4.4 Market Prospects of Smart Products of the Industry
(1) Market Proportion Forecast of Smart Products of the Industry
(2) Market Size Forecast of Smart Products of the Industry
Chapter IX：Marketing Channels and Suggestions of China Small Appliance Industry
9.1 Market Research of the Industry Consumers
9.1.1 Market Popularizing Rate of Major Small Appliance Products
9.1.2 Motivation to Purchase Small Appliance Products
9.1.3 Plan to Purchase Small Appliance Products in the Future
9.1.4 Purchasing Site Selection of Small Appliance Products
9.1.5 Ways to Obtain Small Appliance Product Information
9.2 Marketing Channels of the Industry
9.2.1 Marketing Channels of the Industry
(1) Supermarket Channel
(2) Household Appliance Chain Store Channel
(3) Brand Monopolized Shop Channel
(4) Construction Material Market Channel
(5) Online Marketing Channel
(6) Other New Channels
9.2.2 Existing Problems to the Marketing Channels of the Industry

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9.2.3 Development Trend of the Marketing Channels of the Industry
9.3 Marketing Strategies of the Industry
9.3.1 Product Strategy
9.3.2 Price Strategy
9.3.3 Channel Strategy
9.3.4 Promotion Strategy
9.4 Marketing Cases of the Industry
9.4.1 Marketing Case of Galanz
(1) Brand Status
(2) Product Positioning
(3) Promotion Strategy
9.4.2 Marketing Case of Midea
(1) Brand Status
9.4.3 Marketing Case of Joyoung
(1) Brand Status
(3) Defending Strategies of Soybean Milk Machine
9.4.4 Marketing Case of Supor
(1) Brand Status
(3) Co-marketing Strategy
9.4.5 Marketing Case of Philips
(1) Brand Status
9.4.6 Marketing Case of Vatti
(1) Brand Status
9.4.7 Marketing Case of Robam
(1) Brand Status
(3) Public Relationship Marketing
ChapterⅩ：Marketing and Development Potentials of China Small Appliance Industry in Typical Regions
10.1 Marketing and Explore Strategy of the Industry in Urban Areas
10.1.1

Development Status of the Industry in Urban Areas

10.1.2

Competition Status of the Industry in Urban Areas

10.1.3

Explore Progress of the Industry in Urban Areas

10.1.4

Development Prospects of the Industry in Urban Areas

(1) Population and Family Amount
(2) Product Inventory of the Industry
(3) Product Replacement Frequency of the Industry

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(4) Market Size Forecast of the Industry
10.1.5

Market Explore Strategy and Suggestions of the Industry in Urban Areas

10.2 Marketing and Explore Strategy of the Industry in Rural Areas
10.2.1

Development Status of the Industry in Rural Areas

10.2.2

Consumption Characteristics of the Industry in Rural Areas

10.2.3

Explore Progress of the Industry in Rural Areas

10.2.4

Development Potentials of the Industry in Rural Areas

(1) Population and Family Amount
(2) Product Inventory of the Industry
(3) Product Replacement Frequency of the Industry
(4) Market Size Forecast of the Industry
10.2.5

Obstructive Factors to Explore the Industry in Rural Areas

10.2.6

Channels Construction of the Industry in Rural Areas

(1) Direct Sales Channel
a. Galanz
(a) Explore Plan
(b) Investment Scale
(c) Store Amount and Distribution
(d) Prospects
b. Haier
(a) Explore Plan
(d) Prospects
(2) Distribution Channel
a. SUNING
(a) Explore Plan
(d) Prospects
b. GOME
(a) Explore Plan
(d) Prospects
c. Sanlian Household Appliance
(a) Explore Plan
(d) Prospects
(3) Advantages and Disadvantages of the Channels
(4) Suggestions of Channel Selection to Corporations
10.2.7

Strategy and Suggestions to the Market Explore in Rural Areas

Chapter XI：Operation of Major Small Appliance Corporations

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11.1 Overall Development of Small Appliance Corporations
11.1.1

Scale of Small Appliance Corporations

11.1.2

Industrial Output Value of Small Appliance Industry

11.1.3

Sales Revenue and Profit of Small Appliance Industry

11.1.4

Innovation Capability of Major Small Appliance Corporations

11.2 Cases Study of Leading Small Appliance Corporations
11.2.1

Operation of Midea Group Co., Ltd.

(1) Operation of Midea Group Co., Ltd.
a. Development Briefing of the Company
b. Production and Marketing Capability of the Company
c. Profitability of the Company
d. Operation Capability of the Company
e. Debt-paying Capability of the Company
f. Development Capability of the Company
g. Product Structure and New Product Trend of the Company
h. Marketing Channel and Network of the Company
i. SWOT Analysis of the Operation of the Company
j. Investment Merger and Reconstruction of the Company
k. Latest Development Trend of the Company
(2) Operation of Guangdong Midea Environment Appliances MFG
j. Latest Development Trend of the Company
11.2.2

Operation of Guangdong Galanz Group Co., Ltd.

(1) Development Briefing of the Company
(2) Production and Marketing Capability of the Company
(3) Profitability of the Company
(4) Operation Capability of the Company
(5) Debt-paying Capability of the Company
(6) Development Capability of the Company
(7) Product Structure and New Product Trend of the Company
(8) Marketing Channel and Network of the Company
(9) SWOT Analysis of the Operation of the Company
(10)
11.2.3

Latest Development Trend of the Company
Operation of Haier Group Co., Ltd.


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(10) Latest Development Trend of the Company
11.2.4

Operation of Zhongshan Vatti Co., Ltd.

(10) Investment Merger and Reconstruction of the Company
11.2.5

Operation of Guangdong Vanward New Electric Co., ltd.

(1) Operation of Guangdong Vanward New Electric Co., ltd.
(2) Operation of Vanward Co., ltd.
11.2.6

Operation of GUANGDONG MACRO GAS APPLIANCE CO.,LTD


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11.2.7

Operation of TSANN KUEN TRANS-NATION GROUP

(1) Operation of Xiamen TSANN KUEN Co., Ltd.
(2) Operation of Shanghai TSANN KUEN Co., Ltd.
b. Product Structure and New Product Trend of the Company
c. Marketing Channel and Network of the Company
d. SWOT Analysis of the Operation of the Company
(3) Operation of Zhangzhou TSANN KUEN Co., Ltd.
11.2.8

Operation of SUPOR GROUP

(1) Operation of Zhejiang SUPOR Co., Ltd.

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(2) Operation of Dongguan SUPOR Co., Ltd.
(3) Operation of Zhejiang Shaoxing SUPOR Co., Ltd.
b. Operation Status of the Company
c. Product Structure and New Product Trend of the Company
d. Marketing Channel and Network of the Company
e. SWOT Analysis of the Operation of the Company
11.2.9

Operation of Ningbo Fotile Co., Ltd.

11.2.10

Operation of Hangzhou Robam Appliances Co., Ltd.

11.2.11

Operation of Zhongshan Longdi Electrical Appliance Industrial Co., Ltd.


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11.2.12

Operation of Joyoung Co., Ltd.

11.2.13

Operation of Guangdong Donlim Kitchen Group Co., Ltd.

11.2.14

Operation of Foshan TCL Co., Ltd.

11.2.15

Operation of Emmett (Shenzhen) Co., Ltd.


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11.2.16

Operation of Guangdong Convoy Co., Ltd.

11.2.17

Operation of Gree Electric Appliances Inc.

11.2.18

Operation of SHANGPENGTANG INTERNATIONAL GROUP LIMITED

(1) Operation of Guangzhou SHANGPENGTANG Co., Ltd.
(2) Operation of SHANGPENGTANG (Wuxi) Co., Ltd.
11.2.19

Operation of Foshan Fushibao Electrical Appliances Technological Co., Ltd.


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11.2.20

Operation of Zhejiang Povos Electronic Co., Ltd.

11.2.21

Operation of Beijing Yadu Indoor Environmental Protection Science And Technology Co.,

Ltd.
(10) Operation of Beijing Yadu Air Cleaning Technology Co., Ltd.
b. Product Structure and New Product Trend of the Company
c. Marketing Channel and Network of the Company
d. SWOT Analysis of the Operation of the Company
11.2.22

Operation of Hefei Rongshida Appliance Co., Ltd.

(2) Operation Status of the Company
11.2.23

Operation of China SingFun Electric Group Co., Ltd.


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11.2.24

Operation of Sakura Bath & Kitchen Products (China) Co., Ltd.

11.2.25 Operation of BAOERMA ELECTRICAL GROUP CO., LTD.
(2) Operation Status of the Company
11.2.26

Operation of Guangdong Weking Group Co., Ltd.

11.3 Cases Study of International Small Appliance Corporations
11.3.1

Operation of Philips Domestic Appliance & Personal Care Co., Ltd.

11.3.2

Operation of Panasonic Small Appliance Corporations

(1) Operation of Panasonic Appliances Rice Cooker (Hangzhou) Co., Ltd.

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(2) Operation of Panasonic Appliances Microwave Oven (Shanghai) Co., Ltd.
(3) Operation of Panasonic Ecology Systems Guangdong Co., Ltd.
(4) Operation of Panasonic Wanbao Appliances Electric Iron (Guangzhou) Co., Ltd.
11.3.3

Operation of LG Electronics (Tianjin) Appliances Co., Ltd.


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11.3.4

Operation of Bleum Inc.

11.3.5

Operation of APPLIANCE COMPANY OF AMERICA(ZHUHAI) CO.,LTD.

11.3.6

Operation of A.O.Smith (China) Water Heater Co., Ltd.

11.3.7

Operation of Electrolux (China) Electric Appliance co., Ltd.

11.3.8

Operation of Daewoo Microwave （ TianJin ） CO., LTD.


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11.3.9

Operation of Shanghai Rinnai Co., Ltd.

Chapter XII：Development Prospects and Investment of China Small Appliance Industry
12.1 Development Trend of China Small Appliance Market
12.1.1

Development Trend of China Small Appliance Market

12.1.2

Development Prospect Forecast of China Small Appliance Market

12.2 Investment Characteristics of Small Appliance Industry
12.2.1

Entry Barriers of Small Appliance Industry

12.2.2

Profit Model of Small Appliance Industry

12.2.3

Profit Factors of Small Appliance Industry

12.3 Investment Risks Pre-warming of Small Appliance Industry
12.3.1

Policy Risk of Small Appliance Industry

12.3.2

Technology Risk of Small Appliance Industry

12.3.3

Supply Risk of Small Appliance Industry

12.3.4

Macro-economic Fluctuation Risk of Small Appliance Industry

12.3.5

Relevant Industries Risk of Small Appliance Industry

12.3.6

Product Structure Risk of Small Appliance Industry

12.3.7

Production Scale and Ownership Risk of Small Appliance Industry

12.3.8

Other Risks of Small Appliance Industry

12.4 Key Factors to Success for China Small Appliance Industry
12.4.1

Brand Competitiveness

12.4.2

Product Competitiveness

12.4.3

Technology Competitiveness

12.4.4

Channel Competitiveness

12.5 Investment Status and Relevant Suggestions to Small Appliance Industry
12.5.1

Technology Investment

(1) Technology Investment Status of the Industry

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(2) Technology Investment Suggestions of the Industry
12.5.2

Channel Investment

(1) Channel Investment Status of the Industry
(2) Channel Investment Suggestions of the Industry
By Qianzhan Intelligence
Website: http://en.qianzhan.com/
Tel:+86 0755 33220413
Email us: carter@qianzhan.com.cn

www.qianzhan.com

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China small appliance industry production and marketing demand and investment forecast report, 2013 2017

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