Household kitchen appliances refer to all kinds of electrical equipment used in home kitchens, including refrigerators, dishwashers, food processors, blenders, microwave ovens, ovens, water purifiers, etc. With the improvement of consumers' quality of life and the increase of interest in smart home, the market of household kitchen appliances has shown the characteristics of diversification, high-end and intelligent development, and is also facing fierce competition and changing needs.

According to data from Shangpu Consulting Group, the market size of China's household kitchen appliances will reach 190 billion yuan in 2022, up 4% year-on-year, with traditional kitchen appliances (smoke stoves) accounting for 49%, micro-steaming and baking accounting for 8.5, bathroom appliances accounting for 14.5, and emerging kitchen appliances (integrated stoves, dishwashers, embedded all-in-one machines, etc.) accounting for 28%. Expected by the end of 2023The market size of China's household kitchen appliances will reach230 billion yuan, up 7.9 percent year-on-year, of which traditional kitchen electricity accounted for 46%, micro-steaming accounted for 8%, bathroom appliances accounted for 14%, emerging kitchen electricity accounted for 32%.

In terms of product sales, the total sales volume of household kitchen appliances in China in 2022 was 0.11 billion, down 8% from the same period last year, of which the sales volume of traditional kitchen appliances was 0.07 billion, down 10% from the same period last year, the sales volume of micro-steaming and baking was 0.008 billion, down 20% from the same period last year, the sales volume of bathroom appliances was 0.018 billion, down 6% from the same period last year, and the sales volume of emerging kitchen appliances was 0.014 billion, up 40%. Expected by the end of 2023China's total sales of household kitchen appliances will reach1.4亿台，同比增长5.8%，其中传统厨电销量为0.9亿台，同比增长3%，微蒸烤销量为0.1亿台，同比增长10%，卫浴电器销量为0.2亿台，同比增长6%，新兴厨电销量为0.2亿台，同比增长35%。

从产品市场渗透率来看，2022年中国家用厨房电器具的平均渗透率为50%，其中传统厨电的平均渗透率为65%，微蒸烤的平均渗透率为8%，卫浴电器的平均渗透率为16%，新兴厨电的平均渗透率为14%。预计到2023年底, the average penetration rate of household kitchen appliances in China will reach56%，其中传统厨电的平均渗透率为68%，微蒸烤的平均渗透率为10%，卫浴电器的平均渗透率为18%，新兴厨电的平均渗透率为16%。

从产品市场增长率来看，2022年中国家用厨房电器具的平均增长率为5%，其中传统厨电的平均增长率为3%，微蒸烤的平均增长率为14%，卫浴电器的平均增长率为1%，新兴厨电的平均增长率为28%。预计到2023年底The average growth rate of China's household kitchen appliances will reach6.4 per cent, of which the average growth rate of traditional kitchen appliances was 4.5 per cent, the average growth rate of micro-steaming was 12 per cent, the average growth rate of bathroom appliances was 5.5 per cent, and the average growth rate of emerging kitchen appliances was 32 per cent.

From the perspective of the competitive landscape, China's household kitchen appliances market in 2022 shows the characteristics of diversification and differentiation, the market concentration of various products is different, some categories are dominated by several head enterprises, some categories have multiple competitors. According to data from Shangpu Consulting Group, the top five companies in China's household kitchen appliance market in 2022 are Midea Group, Haier Zhijia, Boss Electric, Martian and Xiaomi Group, accounting for 40% of the market share. Among them, Midea Group has a high market share in refrigerators, dishwashers, food processors, mixers, water purifiers and other categories, Haier Zhijia has a high market share in refrigerators, dishwashers, microwave ovens, ovens and other categories, Boss Electric has a high market share in range hoods, gas stoves and other categories, and Martians have a high market share in integrated stoves, xiaomi Group has a high market share in microwave ovens, ovens and other categories.

In terms of influencing factors, the development of China's household kitchen appliances market in 2023 will be affected by many factors, including consumer demand, technological innovation, policies and regulations, and industry competition. Champu Consulting believes that the following aspects are the most important factors affecting market development:

Consumer demand: Consumer demand for household kitchen appliances is the most direct and core factor driving the development of the market. As consumers pay more attention to the quality of life and health and safety, they have higher requirements for the functionality, aesthetics, intelligence and environmental protection of household kitchen electrical appliances. At the same time, consumers also pay more attention to personalization and differentiation, hoping to choose the right products according to their own preferences and needs.

Technological innovation: Technological innovation is an important driving force to promote the development of the household kitchen appliance market, and it is also a key factor for enterprises to enhance their competitiveness and brand influence. With the progress of science and technology and the popularization of intelligence, the technical level and functionality of household kitchen appliances are constantly improving, bringing more convenience and experience to consumers. For example, refrigerators can realize intelligent management and preservation of food, dishwashers can realize efficient cleaning and disinfection, microwave ovens and ovens can realize automatic cooking of multiple modes and recipes, integrated stoves can realize integrated lampblack treatment and steaming functions, and intelligent toilets can realize warm water flushing and warm air drying. Therefore, household kitchen electrical appliance enterprises need to continue to invest in research and development, introduce new technologies and new materials, and enhance the intelligence and humanization of products.

Policies and regulations: Policies and regulations are important external factors that affect the development of the household kitchen electrical appliance market, and are also an important means to protect market order and consumer rights. With the continuous improvement of national requirements for environmental protection, energy conservation and emission reduction, quality and safety, the household kitchen appliance industry is also facing more stringent supervision and standards. For example, the state has revised and improved the energy efficiency standards, emission standards, and safety standards for range hoods, gas stoves, microwave ovens and other products, and severely investigated and punished unqualified products. Therefore, household kitchen appliances enterprises need to strengthen the attention and compliance of policies and regulations, improve product quality and performance, and avoid risks and losses.

Industry competition: Industry competition is an important internal factor affecting the development of the household kitchen electrical appliance market, and it is also an important driving force for market innovation and progress. With the growth and diversification of market demand, the household kitchen appliance industry presents a diversified and differentiated competition pattern, and the competition among various enterprises is becoming increasingly fierce. On the one hand, traditional kitchen appliance companies such as Midea, Haier, and Boss have maintained a high market share and influence through brand advantages, channel advantages, and scale advantages; on the other hand, emerging kitchen appliance companies such as Martians, Xiaomi, Yunmi, etc. have risen rapidly and seized a certain market space through technological innovation, product differentiation, and price advantages. Therefore, household kitchen appliances enterprises need to strengthen the analysis and response to market changes and competitors, formulate reasonable positioning and strategies, and enhance their core competitiveness.

In summary, China's household kitchen appliances market in 2023 will show the following characteristics:

The market size will continue to grow, but the growth rate will slow down;

The market structure will be further optimized, and emerging kitchen appliances will occupy a larger share;

Market penetration will continue to improve, but there is still much room for growth;

Market competition will be more intense, brand and product differentiation will be more obvious;

Market influences will be more complex, and companies will need to be more flexible and innovative.

In view of these characteristics, Shangpu Consulting recommends that household kitchen appliances enterprises take the following measures:

Strengthen the research and satisfaction of consumer needs, and provide more functional, aesthetic, intelligent and environmentally friendly products;

Strengthen the investment and promotion of technological innovation, and provide more convenient, experiential, personalized and differentiated products;

Strengthen the attention and compliance of policies and regulations, improve product quality and performance, and avoid risks and losses;

Strengthen the analysis and response to industry competition, formulate reasonable positioning and strategies, and enhance their core competitiveness.