Small household appliances going global: How domestic brands can ignite a craze in the global market

In recent years, domestic small appliance brands have performed strongly in overseas markets, gradually becoming favorites among global consumers.

Continuous Growth in Market Size

With the rise in global consumer demand and the ongoing upgrade of small appliance products, small appliances have quickly become the new favorites in the home appliance market due to their compact size, no-installation requirement, and affordable prices. According to Statista's forecast, the global small appliance market size will reach $254.3 billion in 2024 and increase to $310 billion by 2028. Kitchen small appliances, such as rice cookers and multifunctional food processors, are increasingly becoming an important part of the market.

The market size of small appliances continues to expand. Image source: coolest-gadgets

Small Appliances Popular in Overseas Markets

The United States holds a dominant position in the small appliance market, with market revenue expected to reach $30.19 billion in 2024 and projected to grow to $35.11 billion by 2028. At the same time, the Southeast Asian market also shows strong development potential, with market revenue expected to reach $16.88 billion in 2024 and continue to rise in the coming years.

On e-commerce platforms, small appliance products perform excellently, becoming best-selling categories on Amazon and eBay. Whether kitchenware, personal care products, or cleaning devices, various small appliances are gradually penetrating the daily lives of global consumers. For example, soy milk makers, air fryers, cordless vacuum cleaners, ice makers, and robot vacuums are very popular on Amazon US and TikTok Shop US.

Moreover, on social media platforms like TikTok, this trend is especially evident. For instance, some ordinary videos sharing "portable juicers" can garner millions of views, fully demonstrating the popularity of small appliance products on social media.

Viral small appliance videos on TikTok. Image source: TikTok

Domestic Brands Rise in Overseas Markets

In this highly promising market, domestic small appliance brands are gradually gaining a foothold in overseas markets thanks to their high quality and practicality.

Data shows that small appliances have become an important export category for China's cross-border e-commerce. In 2022, small appliance exports reached 115 billion yuan, a year-on-year increase of 28.7%. In 2023, the export volume of kitchen small appliances grew by 14.3% year-on-year, with many sellers seizing the opportunity and achieving excellent results in overseas markets.

Bear Electric Appliances is one of the leaders in this field. It started by targeting overseas Chinese communities and was the first to capture the demand for small appliances in new consumption scenarios driven by the demographic dividend in Southeast Asia. With various kitchen small appliances featuring different functions, it gradually established a foothold in the Southeast Asian market and used this as a springboard to expand globally.

Bear Electric Appliances' multi-scenario applications. Image source: Bear Electric Appliances independent site

In addition, Deerma and Joyoung have also performed well in this field. Deerma's handheld vacuum cleaners and humidifiers have been sold to many countries and regions worldwide, with net profits reaching several hundred million yuan in 2023. Joyoung's soy milk makers and air fryers are widely popular in the global market, achieving significant sales growth in 2023.

The Chen brothers, who started their second business venture, also chose the small appliance track. They founded Shenzhen Sunpentown Technology Co., Ltd., focusing on the development of innovative high-end kitchen appliances mainly for overseas markets, with products including multifunctional food processors and smart rice cookers, demonstrating strong product development capabilities.

Currently, more and more sellers are turning their attention to the overseas market for small appliances. As smart health and multifunctional small appliances gradually become new consumption trends, the global small appliance market shows broad prospects. For sellers who have not yet entered this field, this is an opportunity worth considering in depth. However, to succeed in this market, product quality and R&D innovation are key factors.

In summary, going global with small appliances has become a golden track for domestic brands, with huge potential for future development.