Domestic Appliances market growth drivers and …...Domestic Appliances are versatile. Saturation levels are not achieved External Factors are favorable for the development of Sales

1© GfK 2018 | Global & SEA Trends for MDA | 2018-05

Domestic Appliances –

market growth drivers and APAC trends.

Charlie Cai & Alexander Dehmel

GfK

CE ChinaShenzhen, May 2018


Global and SEA View


Variety of Products addresses many opportunities

Domestic Appliances are versatile. Saturation levels are not achieved

External Factors are favorable for the

development of Sales for Domestic Appliances.

Emerging middle class & number of households rising worldwide

Fewer persons per HH in developed world, rising population with access to

electricity in developing countries

Appliances addressing convenience peak

Same outcome in less time is expected – multifunctional/smart, and more

Macroeconomic framework is positive

Low interest rates make investment in housing attractive


GfK World Market Estimation MDA9 | Mio. Units

MDA 9 = Washing Machines, Tumble Dryers, Dishwashers, Refrigerators, Freezers, Cookers/Ovens, Hobs, Hoods, Microwave Ovens

MDA Markets are doing exceptionally well

throughout the last 10 years.

384407 407 403

442464 471

484494 499 506

527549

570

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 EFC2018

EFC2019

+2%

to

+6%

+3%

to

+7%

-1%

+6%+0% +10%

+5%+2%

+3%+2%

+1% +1%+4%


+4.1%

Unit Growth Forecast 2018

Source: MDA9 World Market Estimation 2017 | GfK POS Tracking

And positive developments in all World regions are

forecasted for 2018.


Value Shares by region (USD fixed)

Source: MDA World Market Estimation 2017 | GfK POS Tracking

Asia has been a rising star in the last 10 years for

Domestic Appliances.

116 1

7

40

10

26

2008

21

5

38

26

10

25

2018 FC

ChinaJapanIndiaOther APACEurope/CIS

AmericasMiddle East/Africa


21 28 33 30 29

6

5125 3

24 3539 60 44

44

3

14

49

10

10

4515 3

45 3

93 4

Europe/CIS China Japan India Other APAC

Microwave Ovens

Hoods

BI Hobs/Cooktops

Cookers/Ovens

Freezers

Cooling

Dishwashers

Tumble Dryers

Washing Machines

The Product Mix in Asia is different and offers

opportunities.

Value Shares by Products 2017 (USD fixed)

Source: MDA World Market Estimation 2017 | GfK POS Tracking


1 Market segments sorted by abs. Value growth

Convenience and Premium drives the market in SEA.

Washing Machines

+ 8%

WM

Inverter Motor +26%

WM >8kg

FA Front +35%

WM FA Top +4%

Washdryer +21%

Smart +43%

Jan/Feb: + 15%

Fridges

+3%

2 DR FR BTM +23%

Side by Side +4%

2 DR FRZ Top +4%

Smart +177%

4 Doors +12%

Jan/Feb: + 13%

Sales value € (fixed) growth 2017 vs. 2016, SEA 8 + HK/TW

Vacuum Cleaner

+17%

Handstick +39%

Smart +764%

Robot +47%

Jan/Feb: + 28%

Segment growth is

always related to:

▪ Convenience

▪ More Premium

▪ Higher efficiency


Smart Appliances


Source: GfK Consumer Scope

75%

China

Brazil

57%

South Korea

55%

USA

51%

UK

47%

Germany

43%

Japan

19%

Global

50%

Consumers agree:worldwide 50% of the

consumers are sure, that

Smart Home will change

their life in the near future


778

318

126

7

2012

2018

1,947 4,131

7,178

Growing number of smart models selling on the market


0

10

20

30

40

50

60

70

80

90

2012 2013 2014 2015 2016 2017 2018

Distribution of smart appliances is expanding


Jan 15-Mar 15

Apr 15-Jun 15

Jul 15-Sep 15

Oct 15-Dec 15

Jan 16-Mar 16

Apr 16-Jun 16

Jul 16-Sep 16

Oct 16-Dec 16

Jan 17-Mar 17

Apr 17-Jun 17

Jul 17-Sep 17

Oct 17-Dec 17

Jan 18-Feb 18

Western Europe

2,4

3,8

6,5

9,3

Jan 15-Mar 15

Apr 15-Jun 15

Jul 15-Sep 15

Oct 15-Dec 15

Jan 16-Mar 16

Apr 16-Jun 16

Jul 16-Sep 16

Oct 16-Dec 16

Jan 17-Mar 17

Apr 17-Jun 17

Jul 17-Sep 17

Oct 17-Dec 17

Jan 18-Feb 18

CIS

4,4

5,9

10,8

14,8

Jan 15-Mar 15

Apr 15-Jun 15

Jul 15-Sep 15

Oct 15-Dec 15

Jan 16-Mar 16

Apr 16-Jun 16

Jul 16-Sep 16

Oct 16-Dec 16

Jan 17-Mar 17

Apr 17-Jun 17

Jul 17-Sep 17

Oct 17-Dec 17

Jan 18-Feb 18

Central-Eastern Europe

2,8

4,0

6,88,9

Jan 15-Mar 15

Apr 15-Jun 15

Jul 15-Sep 15

Oct 15-Dec 15

Jan 16-Mar 16

Apr 16-Jun 16

Jul 16-Sep 16

Oct 16-Dec 16

Jan 17-Mar 17

Apr 17-Jun 17

Jul 17-Sep 17

Oct 17-Dec 17

Jan 18-Feb 18

APAC

3,0

7,8

15,3

21,8

Value share of smart appliances

Share of smart appliances increasing globally


MDA Total 8, Smart Connect, 2017 vs. 2016, Sales Thsd. Units, GfK Panelmarket

Still very different situation within regions: China is almost

60% of the global smart appliances market!

5912

19

6 4

2017

China

Other APAC

Europe/CIS

LATAM 10

Middle East/Africa13.1

24.9

2016 2017

Sale Mio Units

+90%

>100%


Smart Appliances

Share of smart appliances grows fast, number of models and distribution as well.

With Asia being a more dynamic market, lower price gap between smart and non-smart, the

readiness to buy smart is much higher than in other regions of the World.

Healthy Market

Global market keeps on growing year on year. In 2017 dynamic picked up due to China, LATAM

and CIS recovery. We expect further positive development in the nearest future

Asia as a region of potential

Asia as a region with many opportunities in many product segments. Increasing middle classes

and income secure a sustainable growth for the years to come.

123

Key facts about MDA market in 2018


China


1,777

1,942

2,189 2,326

2015 2016 2017 2018E

Telecom 通讯产品

IT产品

Small Domestic

Appliance 小家电

Major Domestic

Appliance 大白电

Consumer

Electronics 消费电子

Photo 数码影像产品

Total 总计

1%

5%

5%

10%

0%

7%

6%

2017 VS. 2016 2018E VS. 2017

中国技术消费电子产品增长预估China technical consumer goods market estimation

（online+offline线上+线下， billion CNY) Value growth rate%

销售额同比增长

Source: GfK China

5%

2%

16%

14%

5%

16%

13%


Data Source: GfK China retail tracking

中国白色家电分品类增长趋势MDA growth trend by value

家用空调烤箱

洗碗机

灶具油烟机

微波炉

冰箱

蒸箱

洗衣机

-10%

20%

50%

80%

110%

- 1,000 2,000 3,000 4,000 5,000 6,000 7,000

零售额增长率

均价

MDA 2017对比2016 零售额同比增长


Data Source: GfK China retail tracking

超薄多门对开冰箱

智能冰箱

1级能效空调

智能空调

洗干滚筒

复式洗衣机

干衣机

洗碗机

蒸箱

千元以上耳机

OLED&QLED彩电

Handstick吸尘器

机器人吸尘器

榨汁机

IH电饭锅游戏电脑

超轻薄笔记本

0%

40%

80%

120%

160%

- 2,000 4,000 6,000 8,000 10,000 12,000

零售额增长率

均价

AI 电视、全面屏手机、双摄手机 2017年处于爆发态势

2017对比2016 零售额同比高增长的细分产品

中国市场高增长的品类Fast growing product type


31

2015 2016 2017

干衣机/Tumble Dryer

104

2015 2016 2017

洗碗机/Dishwasher

▲ 117%

品质生活推动新兴品类家电New category driven by quality life pursuit2015-2017零售量规模（万台）

▲ 52%

244

2015 2016 2017

热饮机（咖啡机为主）

Hot beverage maker

2,405

2015 2016 2017

电动牙刷

Elec tooth brush

▲ 29%

▲ 100%


38.5

24.9

23.6

24.9

20.4

25.4

17.524.8

2013 2014 2015 2016 2017

线下市场 offline

> 6000

<= 6000

<= 3800

<= 2700

大白电价格段演变MDA price band evolution冰箱洗衣机空调合计：价格段（人民币元）演变分线上线下，销售额占比

30.423.6

28.5

24.9

21.1

26.3

20.125.3

2013 2014 2015 2016 2017

在线市场 online

> 4000

<= 4000

<= 2700

<= 1800


6,193

4,581

243

456

200

400

600

2,000

5,000

8,000

2013 2014 2015 2016 2017

滚筒洗干一体机 Washer dryer

均价 SKU数量

-26%

性价比竞争value for money competition

Data Source: GfK China retail tracking and estimation

6,234

4,678

341

589

300

500

700

3,500

5,500

7,500

2013 2014 2015 2016 2017

500-600L REF 冰箱均价/型号数量变化趋势

-25%

+88% +73%


0

100

200

300

400

500

600

14Q1 14Q2 14Q3 14Q4 15Q1 15Q2 15Q3 15Q4 16Q1 16Q2 16Q3 16Q4 17Q1 17Q2 17Q3 17Q4

8K+CNY WM 高端洗衣机市场零售额规模（百万元）普通洗衣机复合式产品

中高端市场的发展Growth of mid-high end market


1.7

9.6

2013 2014 2015 2016 2017

洗衣机自动投放发展趋势

(Auto Dosage, Value%)

11.5

42.91.9

26.9

2013 2014 2015 2016 2017

洗衣机大容量发展趋势

(Capacity, Value%)-8.9KG


满足消费者便利生活的产品扩大比重Product target with convenience increasing

造型多样

43.1%

2017年台式销量占比高达

果蔬洗、奶瓶洗

洗碗机基础洗涤需求发展中的洗涤需求

洗涤分区化

水槽洗碗机

洗碗区

果蔬洗区

水槽

在线市场零售额占比(%)

2017.01 2017.12

6.6%

13.6%



用户需求升级Consumer demand changed

洗衣机除菌

除菌程序

高温、蒸汽

光动银、纳米银离子

热风除菌、双极除螨

空气净化空调

38%

分区存储的创新

控湿保鲜

主要用于冷藏室杀菌

e.g. Ag+，草本，低温触媒，

ABT杀菌等

56%

抑菌保鲜

主要用于分区存储

e.g. 干湿分储、甄材室等

具保鲜技术产品零售量贡献率

*Top 100多门对开门

保鲜保湿冰箱

25%

2017年空气净化空调

新品型号数量占比

√ 除甲醛 √ 除PM0.3 √ 除PM2.5



产品外观和结构变化Product design matters

2014 2015 2016 2017

滚筒洗衣机颜色变化

(Drum by Color, 零售量%)

其他

颜色

白色

银色

冰箱门体演变(零售额%)

26.4%对开门

32.9%多门

33.5%三门

47.3%两门

2013 2014 2015 2016 2017

一门两门三门对开两门对开三门

普通多门十字多门五门六门


Smart TV&

Entertainment

153 bil

Smart MDA

103.6 bil

Smart SDA

12.0 bil.

Home automation

and security

7.2 bil

Other smart

device

5.7bil

source：GfK

2017年智能家居电子产品规模达到2820亿元Smart connect products reached 282 bil CNY in 2017


0

5

10

15

20

25

Jan

Fe

b

Ma

r

Ap

r

Ma

y

Jun

Jul

Au

g

Se

p

Oct

Nov

Dec

0

50

100

150

200

250

零售额占比

%38.2

11.3

28.4

空调冰箱洗衣机

带Wifi连接产品销量占比

2015 2016 2017


智能控制与交互

2017 AI 电视发展

智能产品竞争Smart develop from wifi connect to the whole house IOT

卧室空调

音响

手机

电脑

……

卫浴热水器

镜子

抽水马桶

洗衣机

电吹风

……

客厅

门锁

冰箱

电视

路由器

吸尘器

空气净化器

……

厨房抽油烟机

灶台

微波炉

烤箱

洗碗机

电饭煲

……

家庭房屋示意图

全屋智能IOT



智慧零售Smart retails inevitable

选品

消费升级

稀有品种

生鲜占比

不同店的差异化产品陈列

50~

75%

黑科技物流

门店支付电子化

智能购物车

悬挂链

魔镜

5分钟 3公里30分钟配货时间配送时间

电子价签

自营众包+

30© GfK 2018 | Global & SEA Trends for MDA | 2018-05© GfK 2016 | The Connected Consumer

ACCELERATION

V. S.

产品升级

INTIMACY

V.S.

零售升级

Fundamental

shifts inconsumer behavior

FREEDOM

V.S.

消费选择


Thank you for your attention!

Documents

Domestic Appliances market growth drivers and …...Domestic Appliances are versatile. Saturation levels are not achieved External Factors are favorable for the development of Sales