China is the world's largest producer, exporter and consumer of small household appliances. According to the use scenarios and functional characteristics, small household appliances can be divided into three categories: small kitchen appliances (rice cookers, induction cookers, electric pressure cookers, soybean milk machines, coffee machines, electric kettles, air fryers, etc.), cleaning appliances (floor scrubbers, sweeping robots, vacuum cleaners, mite removers, etc.), and personal care small appliances (hair dryers, electric toothbrushes, electric shavers).
According to the total data of Aowei cloud network omni-channel, the overall retail sales of small kitchen appliances last year were 54.93 billion yuan, and the retail volume was 265 million units, a year-on-year decrease of 9.6% and 1.8% respectively. The retail sales of the clean electrical appliances market increased by 6.8% year-on-year to RMB34.4 billion, while the retail sales volume edged down by 0.5% to 25.34 million units.
In addition, according to the total data of Aowei cloud network online push, the three major categories of personal care small appliances have achieved growth, including hair dryer retail sales of 9.06 billion yuan, electric toothbrush retail sales of 5.58 billion yuan, and electric shaver retail sales of 9.37 billion yuan, an increase of 29.9%, 4.2%, and 11.2% year-on-year respectively.
According to statistics, 25 small household appliance listed companies achieved a total operating income of 116.426 billion yuan and a net profit of 9.944 billion yuan. There are 3 companies (Bei Sui, Dehao Runda, Aishida) in a state of loss, and 4 companies have made a profit of more than 1 billion yuan.
Feike Electric, ranked fourth, is a research and development, manufacturing and sales of personal care appliances such as razors, household appliances and kitchen appliances and other intelligent fashion appliances, with operating income of 5.06 billion yuan and net profit of 1.02 billion yuan last year, an increase of 9.35% and 23.9% year-on-year respectively. The sales volume of core products electric shavers reached 49.409 million, a year-on-year increase of 3.49%.
Feike is accelerating the expansion of new categories and building hair dryers into the second growth curve. Joined hands with Disney to launch the Feike X Strawberry Bear IP co-branded high-speed hair dryer and the Feike X Crazy Zootopia series Judy Rabbit co-branded high-speed hair dryer, which are favored and sought after by young consumers.
Lake Electric, ranked third, was established in the mid-90s of the last century, with five independent brands: LEXY Lake, JIMMY, Bewinch, SieMatic and Lexcook, and its products cover vacuum cleaners, air purifiers, intelligent water purifiers, kitchen appliances and other categories. In 2023, revenue will decline by 11.52% year-on-year to 8.792 billion yuan, and net profit will increase by 8.42% to 1.117 billion yuan.
In September last year, Lake Electric completed the acquisition of Lihua Technology, forming synergies through business integration and further expanding the electronic control business in the fields of communications, industrial control and new energy. In the first quarter of this year, the production base in Thailand was completed, which will form a production capacity of 2 million garden tools and small household appliances and 1.8 million motors.
Roborock, which ranked second, handed over a brilliant report card: operating income of 8.654 billion yuan and net profit of 2.051 billion yuan, up 30.55% and 73.32% year-on-year respectively. Among them, the revenue of intelligent sweepers and accessories reached 8.085 billion yuan, a year-on-year increase of 27.41%, accounting for 93.43% of the total revenue.
The company actively implements the "going out" strategy, and its overseas revenue recorded a growth of 21.42% last year. Up to now, Roborock has set up overseas companies in the United States, Germany, Japan, South Korea and other places, and its products are distributed in more than 170 countries and regions around the world, and more than 15 million families have used its sweeping robots.
Supor, the "profit king" of China's small household appliance listed companies, achieved a net profit of 2.18 billion yuan last year, up 5.42% year-on-year. It is worth mentioning that it is also the "king of income", with revenue increasing by 5.62% to 21.304 billion yuan last year, followed by Ecovacs (15.502 billion yuan) and Xinbao (14.647 billion yuan).
In the small kitchen appliances business, Supor has further consolidated its leading position in core rigid demand categories such as rice cookers, electric pressure cookers, and electric kettles, and the cumulative sales of its core product far-infrared rice cooker have exceeded one million units since its launch. In the household appliances business, the market share of vacuum cleaners increased to the first local brand and the second in the industry; The online market share of the garment steamer category ranks second in the industry. In the kitchen and bathroom appliances business, the online market share of gas stoves maintained the first place in the industry.