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In 2024, the small home appliance market will show a significant structural upgrade, with online retail sales of high-end products above 1000 yuan accounting for 14.8%, a year-on-year increase of 1.7%, while products below 300 yuan still account for 59.2%, forming a "high and low-end dual growth" pattern.
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Online channels have become the absolute mainstay of small home appliance sales, with online sales accounting for 78.6% in 2024, achieving a leapfrog growth compared to 29.6% in 2015.
Leading the online channel of small household appliances: in-depth analysis of the sales pattern in 2025
Online channels have become the absolute mainstay of small home appliance sales, with online sales accounting for 78.6% in 2024, achieving a leapfrog growth compared to 29.6% in 2015.
Published:
2025/12/23
Online channels have become the absolute mainstay of small home appliance sales, with online sales accounting for 78.6% in 2024, achieving a leapfrog growth compared to 29.6% in 2015. This transformation stems from the new model of "content seeding+precise iteration": enterprises collect user feedback through live streaming e-commerce, and on average, they can launch an improved product every 4 days. A certain electric pancake maker only adjusts the color of the shell and handle design, and monthly sales skyrocket from hundreds to thousands of units. The segmentation trend of online channels is also evident: cross-border e-commerce platforms contribute 42% of export value, social e-commerce has become the main increment in the sinking market, and the proportion of online procurement for the silver haired group has exceeded 25%. To adapt to this trend, enterprises are accelerating digital transformation, leading to a 38% increase in production efficiency for top manufacturers and a reduction in inventory turnover time from 60 days to 22 days, achieving flexible supply based on sales.
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