COMPETITIVE LANDSCAPE
Midea and Galanz maintain dominance through competitive pricing
In 2025, microwaves in China was highly concentrated, with Midea Group Co Ltd and Guangdong Galanz Group Co Ltd holding significant retail volume shares of 42% and 38% respectively. The top two players collectively accounted for 80% of overall sales, indicating a duopoly.
New entrants capitalise on premium and multifunctional trends
Microwaves in China is witnessing a shift towards premium and multifunctional products, driven by increasing consumer demand for advanced features and stylish designs. The launch of Midea's Little Taste retro multifunction microwave in 2025 is a prime example, featuring multiple cooking functions and a compact design.
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Overview:
Understand the latest market trends and future growth opportunities for the Microwaves 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 Microwaves 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 Microwaves 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 Microwaves 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?
Microwaves in China - Category analysis
KEY DATA FINDINGS
Premiumisation and multifunctionality shape microwaves amidst volume dip
Although economic slowdown drives volume delcine, multifunctionality is important
Freestanding microwaves dominates
Technological advancements fuel growth for high-end models
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
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
Xiaomi targets those on a budget with a sylish, reliable microwave model
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:
Microwaves
- Built-in Microwaves
- Freestanding Microwaves
Microwaves
Microwaves use electromagnetic waves to heat food. When the waves are absorbed by water, fats or sugars, they‘re converted directly into atomic motion – or heat. Unlike conventional ovens, in which heat is conducted from the outside of the food towards the centre, the microwave‘s radio waves target the water and fat molecules evenly, throughout the food.
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 Microwaves research and analysis database.
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