PDF《Domestic Appliances –》

1 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 Domestic Appliances C market growth drivers and APAC trends.

Charlie Cai & Alexander Dehmel GfK CE China Shenzhen, May

2018 2 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 Global and SEA View

3 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 Variety of Products addresses many opportunities Domestic Appliances are versatile. Saturation levels are not achieved External Factors are favorable for the development of Sales for Domestic Appliances. Emerging middle class & number of households rising worldwide Fewer persons per HH in developed world, rising population with access to electricity in developing countries Appliances addressing convenience peak Same outcome in less time is expected C multifunctional/smart, and more Macroeconomic framework is positive Low interest rates make investment in housing attractive

4 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 GfK World Market Estimation MDA9 | Mio. Units MDA

9 = Washing Machines, Tumble Dryers, Dishwashers, Refrigerators, Freezers, Cookers/Ovens, Hobs, Hoods, Microwave Ovens MDA Markets are doing exceptionally well throughout the last

10 years.

384 407

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442 464

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549 570

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2016 2017 EFC

2018 EFC

2019 +2% to +6% +3% to +7% -1% +6% +0% +10% +5% +2% +3% +2% +1% +1% +4%

5 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 +4.1% Unit Growth Forecast

2018 Source: MDA9 World Market Estimation

2017 | GfK POS Tracking And positive developments in all World regions are forecasted for 2018.

6 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 Value Shares by region (USD fixed) Source: MDA World Market Estimation

2017 | GfK POS Tracking Asia has been a rising star in the last

10 years for Domestic Appliances.

11 61

7 40

10 26

2008 21

5 3

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2018 FC China Japan India Other APAC Europe/CIS Americas Middle East/Africa

7 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05

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4 Europe/CIS China Japan India Other APAC Microwave Ovens Hoods BI Hobs/Cooktops Cookers/Ovens Freezers Cooling Dishwashers Tumble Dryers Washing Machines The Product Mix in Asia is different and offers opportunities. Value Shares by Products

2017 (USD fixed) Source: MDA World Market Estimation

2017 | GfK POS Tracking

8 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05

1 Market segments sorted by abs. Value growth Convenience and Premium drives the market in SEA. Washing Machines + 8% WM Inverter Motor +26% WM >8kg FA Front +35% WM FA Top +4% Washdryer +21% Smart +43% Jan/Feb: + 15% Fridges +3%

2 DR FR BTM +23% Side by Side +4%

2 DR FRZ Top +4% Smart +177%

4 Doors +12% Jan/Feb: + 13% Sales value ? (fixed) growth

2017 vs. 2016, SEA

8 + HK/TW Vacuum Cleaner +17% Handstick +39% Smart +764% Robot +47% Jan/Feb: + 28% Segment growth is always related to: ? Convenience ? More Premium ? Higher efficiency

9 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 Smart Appliances

10 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 Source: GfK Consumer Scope 75% China Brazil 57% South Korea 55% USA 51% UK 47% Germany 43% Japan 19% Global 50% Consumers agree: worldwide 50% of the consumers are sure, that Smart Home will change their life in the near future

11 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05

778 318

126 7

2012 2018 1,947 4,131 7,178 Growing number of smart models selling on the market

12 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05

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2018 Distribution of smart appliances is expanding

13 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 Jan 15- Mar

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18 Western Europe 2,4 3,8 6,5 9,3 Jan 15- Mar

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18 Central-Eastern Europe 2,8 4,0 6,8 8,9 Jan 15- Mar

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18 APAC 3,0 7,8 15,3 21,8 Value share of smart appliances Share of smart appliances increasing globally

14 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 MDA Total 8, Smart Connect,

2017 vs. 2016, Sales Thsd. Units, GfK Panelmarket Still very different situation within regions: China is almost 60% of the global smart appliances market!

59 12

19 6

4 2017 China Other APAC Europe/CIS LATAM

10 Middle East/Africa 13.1 24.9

2016 2017 Sale Mio Units +90% >100%

15 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 Smart Appliances Share of smart appliances grows fast, number of models and distribution as well. With Asia being a more dynamic market, lower price gap between smart and non-smart, the readiness to buy smart is much higher than in other regions of the World. Healthy Market Global market keeps on growing year on year. In

2017 dynamic picked up due to China, LATAM and CIS recovery. We expect further positive development in the nearest future Asia as a region of potential Asia as a region with many opportunities in many product segments. Increasing middle classes and income secure a sustainable growth for the years to come.

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3 Key facts about MDA market in

2018 16 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 China

17 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 1,777 1,942 2,189 2,326

2015 2016

2017 2018E Telecom 通讯产品 IT产品 Small Domestic Appliance 小家电 Major Domestic Appliance 大白电 Consumer Electronics 消费电子 Photo 数码影像产品 Total 总计 1% 5% 5% 10% 0% 7% 6%

2017 VS.

2016 2018E VS.

2017 中国技术消费电子产品增长预估 China technical consumer goods market estimation (online+offline线上+线下, billion CNY) Value growth rate% 销售额同比增长 Source: GfK China 5% 2% 16% 14% 5% 16% 13%

18 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 Data Source: GfK China retail tracking 中国白色家电分品类增长趋势 MDA growth trend by value 家用空调 烤箱 洗碗机 灶具 油烟机 微波炉 冰箱 蒸箱 洗衣机 -10% 20% 50% 80% 110% - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 零售额增长率 均价 MDA 2017对比2016 零售额同比增长

19 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 Data Source: GfK China retail tracking 超薄多门对开冰箱 智能冰箱 1级能效空调 智能空调 洗干滚筒 复式洗衣机 干衣机 洗碗机 蒸箱 千元以上耳机 OLED&QLED彩电 Handstick吸尘器 机器人吸尘器 榨汁机 IH电饭锅 游戏电脑 超轻薄笔记本 0% 40% 80% 120% 160% - 2,000 4,000 6,000 8,000 10,000 12,000 零售额增长率 均价 AI 电视、全面屏手机、双摄手机 2017年处于爆发态势 2017对比2016 零售额同比高增长的细分产品 中国市场高增长的品类 Fast growing product type

20 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05

31 2015

2016 2017 干衣机/Tumble Dryer

104 2015

2016 2017 洗碗机/Dishwasher 117% 品质生活推动新兴品类家电 New category driven by quality life pursuit 2015-2017 零售量规模(万台) 52%

244 2015

2016 2017 热饮机(咖啡机为主) Hot beverage maker 2,405

2015 2016

2017 电动牙刷 Elec tooth brush 29% 100%

21 ? GfK

2018 | Global & SEA Trends for MDA | 2018-05 38.5 24.9 23.6 24.9 20.4 25.4 17.5 24.8

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2017 线下市场 offline >

6000