Project Background

Household appliances are indispensable products in family life. With the upgrading of consumption and technological innovation, the household appliance market has shown a diversified, intelligent and personalized development trend. AccordingStatesmanStatistics,2021The scale of global retail sales of household appliances has reached6400Billions of dollars, of which most household appliances3800Billions of dollars, small household appliances2600Billions of dollars. China is the world's largest market for household appliances,2020The size of China's home appliance market retail sales in8333Billions of yuan, down year-on-year6.5%。

Champu Consulting is a company specializing in market research, investment consulting,IPO上市咨询等服务的机构，拥有丰富的行业经验和客户资源。尚普咨询公司受某知名家用电器品牌委托，开展了一项关于家用电器市场细分的研究项目，旨在帮助客户深入了解目标市场的需求、竞争、机会和风险，并提供相应的战略建议。

Customer pain points

客户是一家拥有多年历史的家用电器品牌，主要生产和销售彩电、空调、冰箱、洗衣机等大家用电器产品。客户面临以下主要问题：

客户的产品线较为单一，缺乏创新和差异化，难以满足消费者多样化和个性化的需求；

The market share of customers is challenged by domestic and foreign competitors, especially in emerging categories such as cleaning appliances, kitchen appliances and other fields, lagging behind the industry leaders;

The customer's channel layout is more traditional, mainly relying on offline physical store sales, online channels and social media marketing is not developed enough, it is difficult to adapt to changes in consumer buying habits;

Customers lack in-depth insight into the target market, lack of systematic analysis and understanding of consumer preferences, behavior, motivation, etc., and it is difficult to formulate effective market strategies.

Project Purpose

The purpose of this project is to provide customers with the following values through segmentation research on the Chinese household appliance market:

Identify and evaluate the most potential and attractive market segments and consumer groups in China's household appliances market;

Analyze and forecast the size, growth, trends and drivers of various segments and consumer groups in the Chinese home appliance market;

Reveal and understand the needs, preferences, behaviors, motivations and pain points of various market segments and consumer groups in the Chinese household appliance market;

Evaluate and compare the competitive landscape and competitive advantages of various market segments and consumer groups in the Chinese household appliance market;

Provide and advise on market entry strategies and marketing strategies for each segment and consumer group in the Chinese home appliance market.

Research object

The research objects of this project include the following two categories:

Household appliance consumers: through online and offline channel sampling survey, covering different regions, age, gender, income, education and other dimensions of household appliance consumers, a total1000People;

Experts in the household appliance industry: Through telephone interviews, online interviews, etc., experts in the household appliance industry, including household appliance manufacturers, distributors, retailers, industry associations, media, research institutions, etc., are invited.50People.

Project Content

The project includes the following four parts:

Market status: introduce the overall situation of China's household appliance market, including market size, growth, structure, trends and driving factors;

Market segmentation: according to product type, price range, functional characteristics, use scenarios and other dimensions, the Chinese household appliances market is subdivided, and the market segments are evaluated and ranked to determine the most potential and attractive market segments;

Consumer insights: based on consumer research data, portray consumer groups in each market segment, analyze their needs, preferences, behaviors, motivations and pain points, and use cluster analysis and other methods to further divide consumer groups into different consumer segments;

Competitive analysis: Based on the interview data of industry experts, identify and compare the main competitors in each market segment, analyze their product characteristics, market share, competitive advantages and disadvantages, and use Porter's five forces model and other methods to evaluate the competitive intensity and barriers of each market segment.

Project Value

The value of this project is mainly reflected in the following aspects:

To provide customers with a comprehensive and in-depth insight into the Chinese household appliances market, to help customers understand the current situation of the market and the future direction of development;

Reveal the most potential and attractive market segments and consumer groups in China's household appliances market for customers, and help customers identify target markets and target customers;

Understand the needs and pain points of various market segments and consumer groups in the Chinese household appliance market for customers, and help customers optimize product design and functional innovation;

Evaluated the competitive landscape and competitive advantages of each market segment in China's household appliance market for customers, and helped customers formulate effective differentiation strategies and competitive strategies;

Provide customers with market entry strategies and marketing strategies for various market segments in the Chinese household appliance market to help customers expand market share and enhance brand influence.