Summary:
- China’s home appliance market is projected to face significant declines in 2025, with traditional categories struggling.
- Despite the overall downturn, the cleaning appliances sector, particularly floor washing machines, is experiencing remarkable growth.
- While the popularity of cleaning appliances rises, challenges such as high return rates and marketing expenses persist.
China’s home appliance market is anticipated to experience substantial pressure in 2025, with a reported retail value (excluding 3C categories) plummeting to 893.1 billion yuan, reflecting a year-on-year decrease of 4.3%. Traditional categories—such as color TVs, air conditioners, and refrigerators—are witnessing a significant downturn. During the Double 11 shopping festival, these major appliances recorded retail sales declines surpassing 20%.
Amidst this decline, cleaning appliances have emerged as an unexpected success story. Specifically, floor washing machines are forecasted to achieve sales reaching 47.1 billion yuan, alongside a remarkable unit sales increase to 35.5 million. This represents annual growth rates of 11.3% and 17.0%, respectively—an impressive feat in an otherwise contracting market.
According to recent online monitoring data, the category of steam and hot water floor scrubbers is set to see an astronomical surge in sales, with projections indicating a year-on-year increase of 1,492%. Additionally, robotic floor scrubbers are expected to witness a growth surge of 546%. These figures signal a rare high-growth sector within the home appliance landscape.
This explosive growth in cleaning appliances can be attributed to the continual optimization of product functionalities. Innovations such as base station dust collection, high-temperature steam, and foam spray cleaning have proven to align well with consumers’ demands for efficient cleaning solutions. As a result, floor scrubbers are transitioning from a niche early-adopter market into mainstream acceptance.
Alongside floor washing machines, niche categories such as mite removers and window cleaning robots are also gaining traction, capitalizing on their ability to offer scene-based cleaning solutions tailored to specific household needs.
However, it’s crucial to note that the proliferation of cleaning appliances is not without its challenges. The industry is currently grappling with several issues, including high return rates, a saturated market of OEM products, and ballooning marketing expenses. These factors pose potential risks to sustained growth in the cleaning appliance sector.
In summary, while the overall home appliance market in China is facing significant challenges heading into 2025, the cleaning appliance segment—especially floor washing machines—stands out for its impressive growth trajectory. The emphasis on innovative product features and evolving consumer needs bodes well for this category, even as industry-wide issues need to be addressed to bolster long-term success.
