Mini home appliances boom in China

Small home appliances designed for one person are becoming increasingly popular among Chinese consumers as young people have higher demands for their quality of life, Chongqing Morning Post reported.

Statistics from Tmall, Alibaba’s online marketplace, suggested that a total of 2.3 million mini kitchen appliances were sold on the platform during China’s shopping holiday on November 11, a year-on-year growth twice that of kitchen appliances as a whole.

The huge market potential has driven mini household products to become more diversified, said Zhu Mingxuan, operation manager of Tmall’s home appliance sector, citing the example of kitchen appliances, which have expanded from electric kettles and rice cookers to those with multiple functions, such as soybean milk machines, coffee makers and sandwich toasters.

The boom in small household appliances correlates with Chinese families becoming smaller, many insiders pointed out. Traditional families of three are now often divided into two small families as single children move out, said Liu Yuanju, a researcher with the Shanghai Institute of Finance and Law.

Along with the increasing income comes their higher demands for quality of life, which is why this generation is fond of mini household appliances with multiple functions, Liu added.