The Chinese vacuum cleaner market is the most competitive and innovative. Brands are known to launch two new models a year, trying to out-innovate each other. These brands are now at the leading edge of technological innovation in self-cleaning wet and dry vacuum cleaners. Read this briefing to find out more about how these brands are revolutionising the vacuum cleaner industry.
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This report comes in PPT.
Stick vacuum cleaners has enjoyed unprecedented growth since 2010. However, global growth has been stagnant over the last two years. Over this period, growth has been driven by upright and robotic VCs, mainly due to the integration of wet and dry functionality, with growth coming from the Chinese market. The stick VC, unable to integrate wet and dry functionality, has not been able to capture this growth.
The VC space brings sophisticated technology to a home appliance. Robotic VCs are among the most sophisticated, using complex obstacle sensors and even Lidar sensors to navigate around the home. Mapping data generated by robotic VCs is also highly valuable, and a key reason why Amazon wanted to acquire iRobot (the deal fell through). In upright VCs, wet and dry technology has revolutionised the way consumers clean their homes.
In the appliances space, VC companies are the most innovative and behave the most like tech start-ups. Innovation moves at lightning speed and product R&D to commercialisation cycles are among the shortest. In China, each brand launches a new VC model, on average, twice a year, each trying to stay ahead of the competition by out-innovating the others.
Vacuuming then mopping a floor can be a tedious and time-consuming process. Chinese brands understood this and developed VCs that met this immediate consumer pain point. Brands then realised that consumers did not want to get their hands dirty through the regular changing of mopping heads and emptying the dust bins. Models with self-changing mopping heads and large dust bins were then launched to great success. Adapting to consumer demands through innovation will be key to survive in this market.
Growth in the VC market has gone through many peaks, from the introduction of stick VCs, to robotic VCs, to the wet and dry format in recent years. While growth has moderated in China, the wet and dry VC is still in the growth stage in other markets. Companies are also looking at adjacent categories that can leverage existing VC competencies such as robotics, mapping, and battery technologies.
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
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