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Consumer appliances navigates headwinds with AI, functionality, and value-driven growth
Consumer appliances in China experienced a complex performance in 2025, driven by government subsidies and economic factors. Despite challenges such as real estate weakness and muted consumer confidence, growth continued, with dishwashers leading volume growth from a comparatively low base. The integration of smart and AI-powered technology in consumer appliances significantly impacted value growth, with manufacturers like Haier incorporating AI into their products to enhance functionality and the user experience. Although consumer appliances is forecast to see a slight retail volume decline in the forecast period, slight current value growth is anticipated, driven by the increasing adoption of AI and multifunctional products, with brands likely to focus on investing in research and development, adopting consumer-first strategies, and integrating online and offline channels to capture share.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Dishwashers
- Home Laundry Appliances
- Large Cooking Appliances
- Microwaves
- Refrigeration Appliances
- Air Treatment Products
- Food Preparation Appliances
- Personal Care Appliances
- Small Cooking Appliances
- Vacuum Cleaners
If you're in the Consumer Appliances industry in China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Appliances in China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Appliances in China?
- Which are the leading brands in China?
- How are products distributed in China?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Consumer Appliances in China
Consumer appliances navigates headwinds with AI, functionality, and value-driven growth
Chart 1 Key Trends 2025
Government subsidies drive sales despite economic challenges
Personal care appliances leads volume sales, with growth driven by high-speed hair dryers
Smart and AI-powered appliances revolutionise consumer appliances
Chart 2 Haier’s AI Eyes and Uhome Bring Vision and Intelligence to Everyday Appliances
Companies implement different strategies to avoid the anticipated volume decline
Personal care appliances will continue to dominate, and dishwashers set to perform well
AI's evolution from gimmick to essential utility and embodied intelligence
Consumer rationalisation and the rise of niche appliances
Chart 3 Growth Decomposition of Consumer Appliances 2024-2029
Midea, Haier and Gree lead with scale and innovation
Innovation and ecosystems reshape the competition in consumer appliances
Opportunities by leveraging core capabilities and adopting consumer-first strategies
Haier's "listening marketing" revolutionises research and development through co-creation
Chart 4 "Listening Marketing" Brings Haier Huge Success in the Multi-drum Race
Retail e-commerce dominates with fast delivery and installation
Omnichannel strategies are emerging as key to success
Chart 5 Analyst Insight
Convenience and customisation drive innovative product designs
Chart 6 Narwal Launches Maintenance-Free Self-Filter Wet and Dry Upright Vacuum Cleaner
Chart 7 Real GDP Growth and Inflation 2020-2030
Chart 8 PEST Analysis in China 2025
Chart 9 Key Insights on Consumers in China 2025
Chart 10 Consumer Landscape in China 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Dishwashers in China
KEY DATA FINDINGS
Rising incomes and advanced features propel rapid expansion for dishwashers
Chart 11 Key Trends 2025
Dynamism continues, with polarisation an important feature
Built-in dishwashers lead sales and growth in 2025
Energy efficiency and sustainability are reshaping the dishwashers landscape
Chart 12 Midea Sets New Benchmark in Sustainability with Innovative Technologies
Premiumisation and segmentation set to drive growth in the future
Built-in dishwashers to extend its dominance
Strategic partnerships and servitisation to shape dishwashers in the future
Chart 13 Analyst Insight
Midea takes the lead through sustainability and innovation
Emerging players and innovation to drive dynamics in dishwashers
Offline specialists drive sales through showroom experience
Retail e-commerce gains traction with pricing, clear filters, and livestream demonstrations
Segmented consumer focus drives innovation in dishwashers
Chart 14 Lissome Launches 28cm Ultra-Slim Capsule Dishwasher for Micro-Households
Consumers look for multifunctional products, such as the new launch from Bosch
Chart 15 Bosch Introduces Premium Dishwasher with Steam Sterilisation and Zeolite Drying
Home Laundry Appliances in China
KEY DATA FINDINGS
Growth in home laundry appliances driven by AI, subsidies, and rising incomes
Chart 16 Key Trends 2025
Urbanisation and income growth fuel demand for premium laundry appliances
Automatic dryers sees dynamism as fast, effective drying is a priority for more consumers
Midea drives premiumisation with AI-powered laundry solutions
Chart 17 COLMO Turing Leads the Upgrading of Laundry Appliances from Smart to True AI
Value growth projected as disposable incomes rise and consumers demand advanced features
AI-powered laundry solutions anticipated to drive premiumisation
Changing consumer needs and sustainability set to reshape the landscape
Haier dominates with innovative laundry solutions
Chart 18 Analyst Insight
New entrants challenge established players with innovative offerings
Haier sees success through “listening marketing”
Chart 19 "Listening Marketing" Brings Haier Huge Success
Retail e-commerce dominates, with promotions and livestreaming fuelling sales
Offline retail still plays a significant role in driving sales of premium products
Home laundry appliances brands to pivot to D2C and “digital listening”
Multi-drum designs become a differentiating factor for leading brands
Chart 20 Multi-drum Designs Become a Must-have for Home Laundry Appliance Leaders
Large Cooking Appliances in China
KEY DATA FINDINGS
Rising incomes and government subsidies support continued solid growth
Chart 21 Key Trends 2025
Retail volumes rise thanks to subsidies and improving economic conditions
Haier drives premiumisation with AI-powered cooker hoods
Chart 22 Haier Unveils AI-Powered Fully Automatic Cooker Hoods at AWE 2025
Range cookers declines amid housing market softness
Built-in hobs will continue to lead, but decline expected as subsidies taper off
AI-driven premiumisation set to drive growth
Multifunctional and built-in products expected to see the best performances
Core incumbent brands maintain their lead through kitchen-centric strategies
Chart 23 Analyst Insight
Players in range cookers struggle, while those offering smart products fare better
Offline experiences drive premium sales but retail e-commerce gains traction
Advanced algorithms in ovens redefine cooking experiences
Chart 24 Midea’s Micro-Steam-Grill-Stew-Fry Oven Delivers Algorithmic Precision
Robam’s integrated kitchen suites offer coordinated smart products
Chart 25 Robam Introduces Multiple Kitchen Suites with Style-Themed Sets in 2025
Microwaves in China
KEY DATA FINDINGS
Premiumisation and multifunctionality shape microwaves amidst volume dip
Chart 26 Key Trends 2025
Although economic slowdown drives volume delcine, multifunctionality is important
Freestanding microwaves dominates
Technological advancements fuel growth for high-end models
Chart 27 Midea Launches its Little Taste Retro Multifunction Microwave
Microwaves expected to decline, with affordable products likely to maintain dominance
Built-in microwaves to remain a niche despite growing demand for premium features
Intelligence and multifunctionality to drive innovation and growth
Midea and Galanz maintain dominance through competitive pricing
Chart 28 Analyst Insight
New entrants capitalise on premium and multifunctional trends
Retail e-commerce dominates microwaves with competitive pricing
Offline retailers still have their place, often for sales of premium products
Galanz drives innovation with design and technology
Chart 29 Galanz Expands Retro Microwave Line to Capture Young Consumers’ Aesthetic Preferences
Xiaomi targets those on a budget with a sylish, reliable microwave model
Chart 30 Xiaomi Launches Mijia 20l Energy-Saving Microwave with “Back to Basics" Design
Refrigeration Appliances in China
KEY DATA FINDINGS
Premiumisation contributes to value growth amidst slowing volume growth
Chart 31 Key Trends 2025
Midea drives premiumisation with innovative large capacity models
Multi-door fridge freezers drive sales despite the maturity of refrigeration appliances
Premiumisation and innovation drive value growth
Chart 32 Midea Launches Industry’s Largest 750l Built-in Fridge Freezer
Product improvement through constant consumer feedback
Chart 33 Haier’s Wheat Wave Fridge-Freezer Thrives on “Listening Marketing”
Premiumisation and innovation expected, but volume growth will be difficult to achieve
Retention of nutrients will be increasingly important, even beyond the premium segment
AI and sustainability to shape the future of refrigeration appliances
Haier, Midea and Hisense dominate with premiumisation and innovation
Emerging players drive innovation and dynamism
Chart 34 Analyst Insight
Retail e-commerce dominates through promotions and livestreaming
Social commerce gains traction for sales of new premium refrigeration appliances
Nitrogen preservation revolutionises food storage solutions
Chart 35 Casarte and Fotile Pioneer Nitrogen-Based Freshness Technologies
Air Conditioners in China
KEY DATA FINDINGS
AI and premium features propel growth in air conditioners amidst maturity
Chart 36 Key Trends 2025
Solid growth continues, driven by subsidy payouts and promotions
Split air conditioners dominates, with energy-efficient products seeing rising demand
Improving air quality is important to consumers, not just cooling
Chart 37 Analyst Insight
Continued growth anticipated, driven by demand for energy-efficient and smart products
Split air conditioners will remain dominant, but new trends likely to emerge
AI-powered technology and eco-efficiency to drive future sales
Midea, Gree and Haier maintain leadership through innovation and channel strength
Premium and value-driven products have their own consumer bases
Dreame disrupts sales with an innovative AI-powered air conditioner
Retail e-commerce continues its growth, but offline innovation seen
Retail e-commerce platforms appeal with subsidy integration
Chart 38 Midea’s “Singing Air Conditioner” Goes Viral on Douyin with Two Million Likes
Haier drives innovation with the smart features of its Good Air air conditioner
Chart 39 Haier Unveils the Good Air Air Conditioners Portfolio with Personalised Comfort
Chart 40 Gree Debuts Prince of AI Energy Saving Air Conditioner
Heat Pumps in China
KEY DATA FINDINGS
Navigating decline and moving towards growth through innovation and policy
Chart 41 Key Trends 2025
Gradual withdrawal of central government subsidy hampers performance
Air to water heat pumps leads in challenging market conditions
Sustainability key as consumers and governments prioritise eco-friendly heating solutions
Chart 42 Midea Launches Zhen Nuan Ultra-Low Temperature Heat Pump to Support Rural Heating Transition
Technological integration and government support set to drive growth
Chart 43 Analyst Insight
Extreme low temperature technology will be important for northern areas
Air to water heat pumps will remain dominant
Haier and Midea lead as they adapt to changing consumer demands
Domestic leaders adapt to changing market conditions through diversification
Non-retail channels dominate with integrated solutions
Retail e-commerce emerges as key distribution channel
AI and smart tech revolutionise heat pumps
Chart 44 TCL Air Energy Showcases AI-Driven Super-Saving Series at 2025 HPE Expo
Haier drives innovation with thermoacoustic technology advancements
Chart 45 Haier Releases Thermoacoustic HP with No Compressor and Refrigerant
Food Preparation Appliances in China
KEY DATA FINDINGS
Volumes dip post-subsidy, but smart features and e-commerce drive value growth
Chart 46 Key Trends 2025
Phasing out of subsidy programme hampers volume performance
Largest category, blenders, sees decline in 2025, but mixers performs well
Technological advancements drive market trends
Smart and compact designs expected to drive sales
Chart 47 Analyst Insight
Blenders anticipated to continue to account for the highest sales despite decline
Technological advancements and design to shape the future, but price will remain crucial
Design will be important as well as performance
Leading brands reinforce dominance through innovation
Chart 48 Bear Launches a New Blender With Water-Bean Separation Technology
Product innovation and distribution expansion likely to be key moving forward
Retail e-commerce drives sales of food preparation appliances with competitive pricing
Midea and Joyoung lead online sales with omnichannel strategies
Smart features redefine the functionality of food preparation appliances
Chart 49 Supor Launches a New Meat Grinder Equipped With Smart Digital Interface
Compact blender launched to meet the needs of an increasingly segmented market
Chart 50 Joyoung Launches a New Small Blender Model With Foldable Handle
Personal Care Appliances in China
KEY DATA FINDINGS
Value grows amidst static volumes, driven by innovation and premium demand
Chart 51 Key Trends 2025
Appliance subsidy programmes and rising incomes drive stability in a challenging year
Hair care appliances leads growth, but other categories see decline
Portability redefines personal care appliances in China
Chart 52 Panasonic Launches New Foldable Hair Dryer with Relatively Higher Power
Value growth expected to be driven by quality and design
Polarisation likely between value products and premium innovation
Body shavers will appeal with smart feature integration and performance upgrades
Leading companies in personal care appliances see increasing competition
Demand for brands offering portable and compact personal care appliances
Opportunities emerging from market trends and innovations
Retail e-commerce dominates as consumers seek convenience
Multi-channel approach emerges as key retail strategy
Chart 53 Analyst Insight
Dreame drives innovation with advanced health features
Chart 54 Dreame Launches X30 Premium Hair Dryer with Advanced Hair Care Technology
Smart technology enhances the user experience with personalisation
Chart 55 Braun Launches New Men's Shaver Series 9 2.0 with SkinAir Technology
Small Cooking Appliances in China
KEY DATA FINDINGS
Premiumisation drives value growth amidst volume decline
Chart 56 Key Trends 2025
Value sales grow despite volume decline as disposable incomes rise
Coffee mills and coffee machines drive value and volume growth with premium demand
Chart 57 Analyst Insight
Multi-cookers with enhanced functionality and compact design are increasingly popular
Chart 58 Bear Launches a New 6-in-1 Multi-Cooker for Versatile Cooking
Despite volume decline, premiumisation expected to drive value sales
Innovative and multifunctional products to shape small cooking appliances
Eco-friendly and energy efficient products likely to come to the fore
Midea and Zhejiang Supor dominate with premium offerings
Emerging players and innovation drive premiumisation
Retail e-commerce drives sales with fast delivery and engaging content
Appliances and electronics specialists appeal to those looking for advice and trials
Midea introduces healthier rice cookers with advanced technology
Chart4 Midea Introduces New Low Fat Electric Multi-Cooker with Healthier Inner Pot
Xiaomi upgrades smart kettles with larger capacity and enhanced features
Chart 59 Xiaomi Upgrades Top-Selling Smart Kettle with Larger Capacity and Enhanced Features
Vacuum Cleaners in China
KEY DATA FINDINGS
Smart solutions and rising incomes propel growth in vacuum cleaners in China
Chart 60 Key Trends 2025
Growth driven by socioeconomic and demographic changes, and subsidy programmes
Robotic vacuum cleaners sees higher volume growth due to smart innovations
Demand for cleaning efficacy drives advances in robotic vacuum cleaners
Chart 61 Roborock Launches a Robotic Vacuum Cleaner with a Robotic Arm to Ensure Cleaning Efficacy
Rising disposable incomes set to drive growth, but end of subsidies to prevent stronger rise
Price wars to drive continued volume dynamism for upright vacuum cleaners
AI-powered innovation to redefine robotic vacuum cleaners
Leading brands intensify the competition through innovation
Chart 62 Analyst Insight
Opportunities for brands through changing consumer demands and technological advances
Retail e-commerce increases its dominance
Dreame and Ecovacs Robotics drive offline outlet expansion
DJI drives innovation with advanced smart features
Chart 63 DJI Launches its First Robotic Vacuum Cleaners with Highly Efficient Obstacle Avoidance
Advanced vacuum cleaner from Narwal offers ultimate convenience
Chart 64 Narwal Launches Maintenance-Free Self-Filter Wet and Dry Upright Vacuum Cleaner
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
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- Built-in Dishwashers
- Freestanding Dishwashers
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- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
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- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
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- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
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- Built-in Microwaves
- Freestanding Microwaves
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- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
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- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
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- Built-in Freezers
- Freestanding Freezers
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- Built-in Fridge Freezers
- Freestanding Fridge Freezers
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- Built-in Fridges
- Freestanding Fridges
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- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
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- Air Purifiers
- Air Coolers
- Cooling Fans
- Dehumidifiers
- Humidifiers
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- Air to Water Heat Pumps
- Ground Source Heat Pumps
- Other Heat Pumps
- Small Heating Appliances
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Irons
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- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
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- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
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Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
See all of our definitions
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This report originates from Passport, our Consumer Appliances research and analysis database.
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