On February 9, 2024, the World Research Index, together with the China Brand Influence Laboratory and the Sino-foreign Communication Think Tank, jointly released the "2024 Brand Influence Report on Small Kitchen Appliances". The report pointed out that in recent years, the major appliance industry has tended to be saturated and entered the stock market, and the booming small household appliances have become "stars". From the perspective of market size, China's small household appliance industry has maintained the situation of "small household appliances, large market", and the market size has continued to grow in the past three years. As of 2022, the scale of China's small household appliances market will reach 450 billion yuan. Compared with developed countries, China's small household appliance market still has a lot of room for development.
The classification of small household appliances is divided according to the use and use scenarios, and small household appliances can be divided into three categories: small kitchen appliances, small household appliances, and small personal care appliances.
Among them, the mature products of small kitchen appliances are: rice cooker, air fryer, water purification equipment, wall breaker, juicer, induction cooker, electric steamer, electric pressure cooker, microwave oven, electric cooker, egg cooker, etc.; New categories include: blenders, coffee machines, breakfast machines, ice cream machines, crepe machines, yogurt machines, milk whiskers, etc.
Based on the results of the comprehensive evaluation from the three dimensions of competitiveness, brand power and communication power, the top 10 brands of small kitchen appliances in 2024 are ranked as follows:
As the largest healthy food appliance company in China, Joyoung owns three leading brands, Joyoung, Shark and Ninja, and its products cover many categories such as wall breakers, food processors, vacuum cleaners, sweeping robots, steam mops, and multi-functional cooking cookers. Joyoung Group acquired Sharkninja, a small household appliance giant in the United States, in 2017, realizing a global layout and becoming one of the leaders in the global small household appliance market. However, with the gradual saturation of the market demand of small household appliances, coupled with the gradual increase in industry players and increasingly fierce competition, Joyoung has gradually lost its first-mover advantage in the industry and is gradually facing growth pressure.
Supor was established in July 1998 and listed on the Shenzhen ** Stock Exchange in August 2004. At the beginning of its establishment, the company started with pressure cookers and gradually enriched the cookware category, including woks, pressure cookers, frying pans, soup pots, milk pots, steamers, set pots, ceramic pots, etc.; In 2000, the company entered the field of small kitchen appliances, and launched the first Supor rice cooker in 2002, and then successively launched induction cookers, electric kettles, air fryers and other products; Based on the diversification strategy, Supor continues to enrich its product categories, and has experienced three rounds of category expansion from cookware to small kitchen appliances, to kitchen and bathroom appliances, and finally to living environment appliances, and the application scenarios of products have moved from the kitchen to the living room. At present, it has formed a diversified product layout covering cooking utensils, small kitchen appliances, environmental household appliances and kitchen and bathroom appliances.
Through accumulation and precipitation, Changhong Meiling's kitchen and bathroom and small household appliances industry has sorted out and determined the development direction of the "troika" with tea, cleaning and heating, focusing on core product areas and helping the high-quality development of the industry. The smart tea machine launched in 2023 integrates modern technology and the essence of traditional tea art, with seven tea brewing procedures, subverting the traditional tea brewing process and bringing a new experience of tea drinking. In response to the problem of water leakage in the industry, Changhong Meiling launched an integrated stainless steel heating product to completely get rid of the pain point of water leakage.
Writer: Yao Xuejing.