Question & Answer
Was it unexpected? The largest export market for the five categories of kitchen appliances is the same country
In the recent industry news, the news of the popularity of kitchen appliances exports frequently appeared, bringing surprises to the market. Industry online monitoring data also shows that from January to September 2020, China's kitchen appliances export volume was 149.965 million units, a year-on-year increase of 3.0%, and the export value was 564.7794 million US dollars, a year-on-year increase of 9.5%.
Looking back at the export of kitchen appliances in the first three seasons, it first declined and then rose. In the first quarter, due to the double impact of the Spring Festival holiday and the outbreak of the domestic epidemic, the export of all kitchen appliances declined successively. In the second quarter, the global epidemic spread, and the export of kitchen appliances continued to frustrate, especially the installed kitchen appliances. However, with China's control of the epidemic, the production capacity of kitchen appliances companies quickly recovered, and the export market has continued to be active since June. The third quarter maintained a steady upward trend, with monthly rates of 22.2%, 22.1%, and 30.8% year-on-year respectively.
Comparison of the monthly export trends of the kitchen appliance industry from 2019 to 2020
Containing products: range hood, gas stove, microwave oven, electric oven, rice cooker
Among them, what changes have taken place in the major exporting markets of China's kitchen appliances? In which markets are export companies going against the trend? Different products show different performance.
The export products of gas stoves are very different from the domestic products. Most of the exported products are desktop computers, which will not be restricted by installation, and the growth rate is much higher than that of hoods that need to be installed. According to industry online statistics, the export volume of gas stoves from January to September 2020 was 37.268 million units, a year-on-year increase of 7.6%, and the export value was US$1.7508.8 million, a year-on-year increase of 25.5%.
Among them, the United States is the largest market for gas stove products. In the first three quarters of this year, the export volume increased by 24.6% year-on-year, accounting for more than a quarter; the export market accounted for nearly half, an increase of 31.6% year-on-year. The average export price continues to rise.
Affected by dietary habits, countries with greater export potential are mainly concentrated in Southeast Asia, such as Malaysia, Thailand, the Philippines, and Bangladesh. The export volume in the first three quarters increased by 30.7%, 21.8%, 23.2%, and 53.2% respectively. The growth was 74.2%, 90.4%, 57.6%, 93.0%.
Comparison of market share and volume in major exporting countries of gas stoves from 2019 to 2020
The range hood is an installed kitchen appliance, and the market demand is closely related to the revival of the local real estate industry, and the recovery of export orders is also later than that of other kitchen appliances. Industry Online data shows that from January to September 2020, the export volume of range hoods was 7.617 million units, a year-on-year decrease of 4.4%, and the export value fell by 0.4% year-on-year.
Among them, the United States and India are the TOP2 markets for range hood exports. The United States is still the number one export market and its share is relatively stable. Export volume fell by 2.8% year-on-year and export value increased by 9.8% year-on-year. India, the second largest export market, was severely affected by the epidemic, and market demand shrank. Export volume fell 23.9% year-on-year, and export value fell 20.0% year-on-year. From the monthly trend, Indian order for cigarette machines began to gradually increase in September.
The potential markets with overall better performance in the first three quarters were the Netherlands, Germany and South Korea. The export volume increased by 64.0%, 34.6%, 10.5%, and the export value increased by 74.2%, 47.0%, and 32.8%.
Comparison of market share and volume of major exporting countries of range hoods from 2019 to 2020
According to industry online monitoring, the export volume of microwave ovens from January to September 2020 was 46.832 million units, an increase of 5.7% year-on-year, and the export value was US$2.254 million, an increase of 3.1% year-on-year.
Among them, the US market's export volume accounted for more than one-third, an increase of 39.2% year-on-year, and the export volume accounted for nearly half, an increase of 27.4% year-on-year. Market orders showed a concentrated explosive growth in August and September.
The potential markets for microwave ovens include the United Kingdom, Germany, Australia, and Thailand. The export volume increased by 16.9%, 8.4%, 20.8%, and 100.4%, respectively, and the export volume increased by 9.2%, 2.6%, 15.7%, and 80.3%.
Comparison of market share and volume in major exporting countries of microwave ovens from 2019 to 2020
Industry online monitoring data shows that from January to September 2020, the export volume of electric ovens was 23.229 million units, an increase of 13.6% year-on-year, and the export value was USD 77.739 million, an increase of 13.3% year-on-year.
Among them, the U.S. market accounted for more than 30% of exports, an increase of 38.2% year-on-year, and the proportion of exports was even higher than that of exports, an increase of 27.3% year-on-year. Desktop products were more popular locally. Potential markets include Germany, the Netherlands, and South Korea, with year-on-year growth rates of 21.3%, 12.9%, and 30.2%, respectively, and year-on-year growth rates of 19.6%, 29.1%, and 81.2%.
Comparison of market share and volume of major exporting countries of electric ovens from 2019 to 2020
Affected by product characteristics and market saturation, the export volume of rice cookers from January to September 2020 was 35.018 million units, a year-on-year decrease of 8.3%, and the export value was US$50.38 million, a year-on-year decrease of 3.7%.
The U.S. market's export volume still ranked first, with a year-on-year increase of 28.4%, while its export value fell by 10.7% year-on-year. It can be seen that the growth of Chinese rice cookers in the US market is mainly due to the price-for-volume strategy, which is weak in competitiveness. Contrary to the Thai market, the export volume increased by 31.0% year-on-year, and the export value increased by 73.0%. With the continuous increase in market demand, Thailand has the opportunity to surpass the United States to rank first.
Other potential markets include Vietnam, Malaysia, and South Korea, with year-on-year growth rates of 5.9%, 15.6%, and 4.3% in export volume, respectively, and year-on-year growth rates of 65.1%, 24.6%, and -29.4% in export volume.
Comparison of market share and volume in major exporting countries of rice cookers from 2019 to 2020
In the final analysis, the popularity of the kitchen appliance export market mainly comes from the rise of "home economy" and "kitchen culture". The epidemic has caused consumers all over the world to spend more time at home, and the kitchen has become the main battlefield for people to show their skills. Among them, the demand for small appliances is mainly reflected in microwave ovens and electric ovens. These two types of products are simple and fast to cook food, and the demand for orders is bursting.
From a regional perspective, the United States is still the largest market for China's kitchen appliances exports, and all products have achieved impressive growth. However, affected by factors such as the environment and eating habits, the market potential demand in Southeast Asia and South Asia is still in demand, and companies can continue to dig deeper. In terms of volume comparison, kitchen appliance companies have adopted different market strategies in different countries.
In short, 2020 is an unusual year. The new crown epidemic, trade frictions, and tensions in Sino-Indian relations continue to present new challenges to kitchen appliance companies. However, from the perspective of export data, China's kitchen appliance manufacturing capacity cannot be replaced by other countries, and the dependence on China in the markets of various countries cannot be shaken off in a short time. The kitchen appliance export in the fourth quarter is expected to continue to maintain a steady growth trend.