COMPETITIVE LANDSCAPE
Haier dominates with innovative laundry solutions
Home laundry appliances market in China is concentrated, with the top two players, Haier Group and Wuxi Little Swan Co Ltd, holding a combined retail volume share of 70% in 2025. Haier maintained its leading position with a 51% share, while Wuxi Little Swan held second place with a 19% share.
New entrants challenge established players with innovative offerings
Emerging companies like Roborock and Dreame have been performing well in home laundry appliances. Roborock invested heavily in laundry appliances alongside its traditional strength in vacuum cleaners, achieving rapid sales momentum in 2024 and early 2025.
Haier sees success through “listening marketing”
Rather than relying only on traditional advertising, brands have begun leveraging e-commerce platforms, social media, and user co-creation to shape product development and drive sales. This approach has not only increased consumer trust, especially among the younger generation, but has also turned buyers into active participants in innovation, resulting in faster adoption and stronger brand loyalty.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Laundry 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.
If you're in the Home Laundry 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 Home Laundry 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 Home Laundry 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?
Home Laundry Appliances in China - Category analysis
KEY DATA FINDINGS
Growth in home laundry appliances driven by AI, subsidies, and rising incomes
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
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
New entrants challenge established players with innovative offerings
Haier sees success through “listening marketing”
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
Consumer Appliances in China - Industry Overview
Consumer appliances navigates headwinds with AI, functionality, and value-driven growth
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
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
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
Retail e-commerce dominates with fast delivery and installation
Omnichannel strategies are emerging as key to success
Convenience and customisation drive innovative product designs
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Home Laundry Appliances
- 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
Home Laundry Appliances
Home laundry appliances includes the following categories: automatic dryers, automatic washing machines, automatic washer dryers and semi-automatic washing machines.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Home Laundry Appliances research and analysis database.
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