Source: CHEAA-run China Appliance magazine

China’s home appliance industry saw total retail sales value down by 35.8% year-on-year to 120.4 billion Yuan in Q1, of which online channels account for more than 50% for the first time at 55.8%, according to a market report on home appliance industry for Q1 released by China Center for Information Industry Development (CCID) on April 27, 2020.

Out of the 120.4 billion Yuan, 22 billion came from TV sector, 14.5 billion from air conditioner sector, 13.5 billion from refrigerator sector, 10.5 billion from washing machine sector, 22.5 billion from kitchen appliance sector and 34.4 billion from portable appliances for daily use, according to the report. Under the influence of coronavirus, large appliances and appliances that need installation dived sharply in Q1, while high-end appliances, portable appliances designed for niche markets, portable appliances for kitchen use and healthcare appliances grow fast in sales.

Amid the outbreak, home appliance players resume production with disease prevention and control measures in place, while adjust sales channels, marketing campaigns and product mix strategy to prioritize online channels, showing great resilience. For Q1, online retail sales accounted for 55.8%, of which, Tmall and made the top 3 with a share of 29.1%, 17.3% and 16.8% respectively.