1. clean electrical industry market size

According to data from the Champ Consulting Group,In the last decade, the size of China's clean electrical appliance market has increased fromIn 2012, it increased from 2.9 billion yuan to 34.8 billion yuan in 2022. In ten years, the market scale has expanded 12 times, with an average annual compound growth rate of 28.2 percent, far outperforming the overall average annual growth rate of 2.3 percent in China's home appliance market during the same period. Among them, in 2022, China's clean appliance market sales reached 27 million units, an increase of 12.1 percent year-on-year, the full year of 2023.will still be achievedgrowth of about 10%.

From a global perspective, China's clean electrical appliance market also shows strong competitiveness. According to GfK data, Chinese independent brands are developing rapidly in emerging Asia, Russian-speaking regions, Eastern Europe and Central Europe, and there is also a steady upward trend in key markets in Western Europe and developed Asia. Expected full year 2023China's exports of clean electrical appliances will reach8 billion US dollars, accounting for more than 40% of global exports.

Shangpu Consulting believes that the rapid growth of the market size of the clean electrical appliance industry is mainly due to the following aspects:

Consumption upgrade. With the profound changes in the concept of consumption in the Chinese market, consumers have put forward higher requirements for the quality of home life and the health of the home environment. As an important tool to improve the quality of life and improve the home environment, clean electrical appliances have been more and more popular with consumers.

technological innovation. China's home appliance industry has successfully realized the transformation and upgrading driven by technological innovation, constantly developing a variety of scientific and technological achievements around the needs of users, and many home appliance enterprises such as Lake and Tianke have created unique high-tech enabling innovative products with independent research and development.

Channel expansion. With the development of Internet technology and social media, in addition to traditional offline channels, clean appliance brands are also actively exploring online channels, using e-commerce platforms, short video platforms, community group purchases and other forms to increase product exposure and Sales volume, broaden market coverage.

market potential. Different from the high penetration rate of large household appliances, cleaning appliances are still in the stage of low penetration rate and high market attention in the domestic market, while in the foreign market, they are in the development stage of high penetration rate of single category of vacuum cleaners but strong substitutability. Therefore, whether at home or overseas, the clean electrical appliance market has shown a large room for growth, and the market prospects are relatively optimistic.

Product category of 2. cleaning electrical appliance industry

The product categories of the cleaning electrical appliance industry mainly include vacuum cleaners, waxing machines, fume removal machines, sweeping robots, window cleaning robots, electric mops, steam mops, floor washers, etc. Among them, vacuum cleaners, sweeping robots and washing machines are the three main categories, occupying the vast majority of the market share.

According to data from Shangpu Consulting Group, the retail sales of vacuum cleaners in 2022 reached 14.99 billion yuan, an increase of 3.1 percent year-on-year, and the retail volume reached 16.3 million units, an increase of 6.8 percent year-on-year; the retail sales of sweeping robots reached 9.92 billion yuan, an increase of 1.7 percent year-on-year, and the retail volume reached 6.8 million units, a decrease of 3.4 percent year-on-year; the retail sales of motor graders reached 9.97 billion yuan, an increase of 3.48 million units, an increase of 72.5 percent.

Judging from the development trend of product categories, Shangpu Consulting believes that it has the following characteristics:

Intelligent. With the continuous progress of artificial intelligence technology, cleaning electrical products are becoming more and more intelligent, which can realize the functions of automatic planning of cleaning route, automatic identification of cleaning scene, automatic adjustment of cleaning mode, automatic backfilling and backwater, etc., providing users with more convenient and efficient cleaning experience.

Integration. With the improvement of users' requirements for cleaning effect and efficiency, cleaning electrical products are becoming more and more integrated, which can realize the integration and switching of multiple functions, and meet the cleaning needs of users in different scenes. For example, the washing machine can realize the integration of vacuuming and mopping the floor; the vacuum cleaner can realize the integration of mite removal and sterilization; the sweeping robot can realize the integration of sweeping and mopping the floor, etc.

Diversification. With the improvement of users' requirements for cleaning range and level, cleaning electrical products are becoming more and more diversified, which can cover the cleaning needs of users in different spaces and items. For example, the mite remover can achieve deep cleaning of bedding, sofas and other fabric items; window cleaning robot can achieve safe cleaning of high-altitude items such as glass windows; fabric cleaner can achieve fine cleaning of clothing and other fine items.

3. clean electrical industry competition pattern

According to data from Shangpu Consulting Group, the market share of TOP10 brands in the clean electrical appliance industry in 2022 will reach 90.57 percent of the industry as a whole, with high industry concentration. Among them, under the category of vacuum cleaners, Dyson, Xiaomi, Lake, Tianke and Chase occupy the top five in the market. Under the category of sweeping robots, brands such as Stone Technology, Xiaomi, Puppy, Cobos and Tianke occupy the top five in the market. Under the category of floor scrubbing machines, brands such as Tianke, Chase, Lake, Cobos and Xiaomi occupy the top five positions in the market.

Judging from the changing trend of the competitive landscape, Champu Consulting believes that there are the following characteristics:

The rise of domestic brands. With the continuous breakthrough of domestic cleaning appliance brands in technological innovation and product design, domestic brands are becoming more and more competitive in the market, not only occupying a large share in the domestic market, but also achieving good results in overseas markets. Especially in the two high-growth categories of sweeping robots and washing machines, domestic brands have formed an absolute advantage.

Brand differentiation. With the increasing maturity and saturation of the cleaning appliance market, the competition between brands is becoming more and more fierce, and brand differentiation has become an important strategy for each brand. According to their own core technologies and advantages, different brands create products and services with characteristics and recognition for different target users and consumption scenarios, so as to enhance their brand influence and loyalty.

Category expansion. As users' demand for clean electrical products is becoming more and more diversified and segmented, a single category of products has been unable to meet all the needs of users, category expansion has become the inevitable choice of various brands. Through cross-border cooperation or independent research and development, various brands are trying to develop more types and functions of clean electrical products to enrich their product lines and market share.

4. clean electrical industry consumer demand

According to data from the Champ Consulting Group,The current daily cleaning habits of Chinese families are mainly once a week, accounting for up42.9 per cent; daily cleaning and monthly cleaning accounted for 23.6 per cent and 22.9 per cent respectively; annual or never cleaning accounted for only 10.6 per cent. In terms of the use of cleaning appliances, vacuum cleaners are the most commonly used cleaning appliances, with a usage rate of 81.4 per cent, followed by sweeping robots, with a usage rate of 54.3 per cent, and motor graders with a low usage rate of 16.7 per cent.

From the perspective of the characteristics of consumer demand, Champ Consulting believes that there are the following aspects:

cleaning effect. When consumers buy cleaning appliances, they are most concerned about the cleaning effect, that is, whether the product can effectively remove dust, stains, bacteria and other pollutants, and keep items and the environment clean and tidy. Therefore, the suction, cleaning power, sterilization and other performance indicators of cleaning electrical products are the most concerned by consumers.

Cleaning efficiency. When consumers use cleaning appliances, they also pay great attention to cleaning efficiency, that is, whether the product can complete the cleaning task in a relatively short time and save the user's time and energy. Therefore, the intelligent, integrated and diversified features of clean electrical products are highly valued by consumers.

A clean experience. When consumers enjoy the convenience and comfort brought by cleaning appliances, they will also pay attention to the cleaning experience, that is, whether the product can bring good feelings to users during use, and avoid unnecessary troubles and troubles. Therefore, the noise, weight, battery life, self-cleaning and other details of cleaning electrical products are also considered by consumers.

5. clean electrical industry social media marketing

With the development of Internet technology and social media, social media marketing has become an important means for clean electrical brands to actively explore online channels in addition to traditional offline channels. Through the use of e-commerce platforms, short video platforms, community group purchases and other forms, increase product exposure and sales, and broaden market coverage.

According to the data of Shangpu Consulting Group, the number of social media in the clean electrical appliance industry reached 0.12 billion in 2022, up 32.6 percent year-on-year; the number of social media interactions reached 0.31 billion, up 28.9 percent year-on-year. Among them, Tim, Chase, Stone Technology are the three brands with the highest social media volume; Dyson, Chase, and Xiaomi are the three brands with the highest social media interaction.

From the social media marketing strategy, Champ Consulting believes that there are the following aspects:

Content marketing. Attract and retain target users by producing and publishing valuable and attractive content, and promote user awareness and purchase of products. Content marketing can include product introductions, tutorials, user reviews, industry information and other forms to enhance brand awareness and trust.

KOL Marketing. Through cooperation with influential and professional Internet celebrities or opinion leaders, to promote and publicize the product, and with the help of its fan base and voice, to expand the scope and influence of the product. KOL marketing can include live delivery, video grass, article recommend and other forms to improve product exposure and conversion rate.

User marketing. By encouraging and encouraging users to participate in the promotion and dissemination of products, users can become loyal supporters and spontaneous disseminators of the brand, and increase the credibility and loyalty of products with the help of word-of-mouth effect among users. User marketing may include user comments, user sharing, user interaction and other forms to improve user satisfaction and stickiness.

6. clean electrical industry layout optimization

Based on the above analysis of the market size, product categories, competitive landscape, consumer demand, social media marketing and other aspects of the cleaning appliance industry, Shangpu Consulting put forward the following layout optimization recommendations:

Seize market opportunities. The market size of the clean electrical appliance industry still has a large room for growth, whether at home or overseas, it has a broad market potential. Therefore, clean electrical brands should seize market opportunities, increase market development and channel expansion efforts to enhance their market share and competitiveness.

Focus on product innovation. The product categories of the cleaning appliance industry are becoming more and more diversified and segmented, and the demand for products by users is also getting higher and higher. Therefore, clean electrical brand should focus on product innovation, continue to develop products that are more in line with user needs and preferences, and enhance their product strength and differentiation advantages.

Strengthen brand building. The competitive landscape of the clean electrical industry is becoming increasingly fierce, and the differentiation between brands is getting smaller and smaller. Therefore, the brand of clean electrical appliances should strengthen brand building, and enhance its brand influence and discourse power by enhancing brand awareness, trust and loyalty.

Optimize social media marketing. Clean electrical industry social media marketing has become an important means of brand online channels, social media platform users are also more and more. Therefore, clean electrical brand should optimize social media marketing, through the production and release of valuable and attractive content, and with influential and professional KOL cooperation, to encourage and encourage users to participate in the promotion and dissemination of products, to enhance their own social media volume and interaction.

Conclusion

The clean electrical appliance industry is an industry full of vitality and opportunities, as well as an industry full of challenges and competition. Through the analysis of this article, Shangpu Consulting hopes to provide some valuable information and enlightenment for practitioners and followers of the clean electrical appliance industry, and expects the clean electrical appliance industry to achieve a more healthy, stable and sustainable development in the future.