发布日期：2007年8月
摘要
Executive summary
Overall growth slows in 2006
The brisk growth of the domestic electric appliance market recorded in 2005 slowed in 2006 mainly due to a downturn in the economy. While healthy growth continued among premium products, both volume and value sales of total electrical appliances showed positive performance in 2006.
Demand for premium products continues
Despite slower overall growth in 2006, demand for premium products increased. In refrigerators, newly launched four-door refrigerators, along with high-end side-by-side refrigerators, sold well. The share of front-loading washer dryers increased. Side-by-side door refrigerators and front-loading washing machines were the popular choices for those setting up home. Consumers are keen to keep the temperature of their flat or house cool during the summer and show a preference for multi-split air conditioners over single freestanding air conditioners.
Heated housing industry contributes to the growth of built-in DEA
Built-in DEA showed y-o-y growth over the review period. While the supply of new apartments continues, construction companies furnish apartments with built-in appliances as part of their marketing strategies. As a result of this trend, consumers increasingly expect built-in appliances in kitchens. In addition to new apartments, those living in old apartments turn to built-in electrical appliances, particularly built-in hobs or cookers, when they renovate their kitchen. Built-in DEA will steadily grow in line with increasing demand and construction companies’ efforts to differentiate their apartments.
Foreign manufacturers aim to tighten grip on DEA share
There was a time when foreign brand refrigerators were popular among better-off families, but foreign brands have not gained a strong foothold in South Korean DEA, when it comes to large household appliances. The share of foreign manufacturers accounts for less than 5% of total DEA in terms of volume. With the trend in favour of premium electrical appliances, worldwide companies such as Whirlpool, Electrolux and Miele increased strategic efforts to strengthen their grip on market share. Whirlpool and Miele plan to introduce washing machines with loading capacity of 7kg to 10kg to meet South Korean consumers’ preferences for large loading capacity. SEB Korea improved its hand blenders and irons in accordance with South Korean consumers’ needs as identified via market research. In addition, foreign manufacturers increased their efforts in after-service, which is deemed as an obstacle to purchasing an imported electric appliance.
Television channels serve as the main outlet for newly-released products
It is common for manufacturers to use home-shopping television channels to introduce their new products as they can demonstrate their functions and efficacy. Home-shopping television channels are considered the most effective way to gain consumer attention in a short time. Also, consumer response can be immense for some products. Hahn Corp, the manufacturer of stand-type steam irons, sold about 60,000 units of irons for 20 days after the product was introduced through a home-shopping channel. NUC Electronics, the manufacturer of small electrical appliances, reaped about 10 billion during the 3-month period by selling its juicer, blender and slicer combo.
Many small and medium companies will continually use home-shopping television channels as an outlet for their new products as those channels give fast and easy access to consumers. Besides, it is not easy for small and medium companies to secure shelf space in large retailers.
目录及图表
Table of contents
DOMESTIC ELECTRICAL APPLIANCES IN SOUTH KOREA : MARKET INSIGHT
EXECUTIVE SUMMARY
Overall growth slows in 2006
Demand for premium products continues
Heated housing industry contributes to the growth of built-in DEA
Foreign manufacturers aim to tighten grip on DEA share
Television channels serve as the main outlet for newly-released products
KEY TRENDS AND DEVELOPMENTS
Increase in married women working and people living alone
Most affluent period in South Korea’s history
Heated housing industry
Decreasing household disposable income
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Domestic Electrical Appliances by Sector/Subsector 2001-2006
Table 2 Replacement Cycles of Domestic Electrical Appliances by Sector 2006
MARKET DATA
Table 3 Sales of Domestic Electrical Appliances by Sector: Volume 2001-2006
Table 4 Sales of Domestic Electrical Appliances by Sector: Value 2001-2006
Table 5 Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2001-2006
Table 6 Sales of Domestic Electrical Appliances by Sector: % Value Growth 2001-2006
Table 7 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2001-2006
Table 8 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2001-2006
Table 9 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2001-2006
Table 10 Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2001-2006
Table 11 Company Shares of Large Kitchen Appliances 2002-2006
Table 12 Brand Shares of Large Kitchen Appliances 2003-2006
Table 13 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 14 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 15 Large Kitchen Appliances by Distribution Format: % Breakdown 2001-2006
Table 16 Forecast Sales of Domestic Electrical Appliances by Sector: Volume 2006-2011
Table 17 Forecast Sales of Domestic Electrical Appliances by Sector: Value 2006-2011
Table 18 Forecast Sales of Domestic Electrical Appliances by Sector: % Volume Growth 2006-2011
Table 19 Forecast Sales of Domestic Electrical Appliances by Sector: % Value Growth 2006-2011
Table 20 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Volume 2006-2011
Table 21 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: Value 2006-2011
Table 22 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Volume Growth 2006-2011
Table 23 Forecast Sales of Large Kitchen Appliances by Sector and by Built-in/Freestanding Split: % Value Growth 2006-2011
DEFINITIONS
Sector and subsector definitions
Distribution definitions
Units of measurement
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SOUTH KOREA
DAEWOO ELECTRONICS CO LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Daewoo Electronics Co Ltd: Key Facts
Summary 3 Daewoo Electronics Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Daewoo Electronics Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 5 Summary Daewoo Electronics Co Ltd: Competitive Position 2006
LG ELECTRONICS CO LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 LG Electronics Co Ltd: Key Facts
Summary 7 LG Electronics Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 LG Electronics Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 9 LG Electronics Co Ltd: Competitive Position 2006
PHILIPS KOREA LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Philips Korea Ltd: Key Facts
Summary 11 Philips Korea Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Philips Korea Ltd: Competitive Position 2006
SAMSUNG ELECTRONICS CO LTD - DOMESTIC ELECTRICAL APPLIANCES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Samsung Electronics Co Ltd: Key Facts
Summary 14 Samsung Electronics Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Samsung Electronics Co Ltd: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Summary Samsung Electronics Co Ltd: Competitive Position 2006
TONG YANG MAGIC INC - DOMESTIC ELECTRICAL APPLIANCES - SOUTH KOREA
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Tong Yang Magic Inc: Key Facts
Summary 18 Tong Yang Magic Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Tong Yang Magic Inc: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 20 Summary Tong Yang Magic Inc: Competitive Position 2006
REFRIGERATION APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Refrigeration Appliances by Subsector: Volume 2001-2006
Table 25 Sales of Refrigeration Appliances by Subsector: Value 2001-2006
Table 26 Sales of Refrigeration Appliances by Subsector: % Volume Growth 2001-2006
Table 27 Sales of Refrigeration Appliances by Subsector: % Value Growth 2001-2006
Table 28 Sales of Fridge Freezers by Format: % Breakdown 2003-2006
Table 29 Sales of Fridges by Format: % Breakdown 2003-2006
Table 30 Sales of Freezers by Format: % Breakdown 2003-2006
Table 31 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2003-2006
Table 32 Company Shares of Refrigeration Appliances 2002-2006
Table 33 Brand Shares of Refrigeration Appliances 2003-2006
Table 34 Company Shares of Built-in Fridge Freezers 2002-2006
Table 35 Company Shares of Freestanding Fridge Freezers 2002-2006
Table 36 Company Shares of Built-in Fridges 2002-2006
Table 37 Company Shares of Freestanding Fridges 2002-2006
Table 38 Forecast Sales of Refrigeration Appliances by Subsector: Volume 2006-2011
Table 39 Forecast Sales of Refrigeration Appliances by Subsector: Value 2006-2011
Table 40 Forecast Sales of Refrigeration Appliances by Subsector: % Volume Growth 2006-2011
Table 41 Forecast Sales of Refrigeration Appliances by Subsector: % Value Growth 2006-2011
HOME LAUNDRY APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Home Laundry Appliances by Subsector: Volume 2001-2006
Table 43 Sales of Home Laundry Appliances by Subsector: Value 2001-2006
Table 44 Sales of Home Laundry Appliances by Subsector: % Volume Growth 2001-2006
Table 45 Sales of Home Laundry Appliances by Subsector: % Value Growth 2001-2006
Table 46 Sales of Automatic Washing Machines by Format: % Breakdown 2001-2006
Table 47 Company Shares of Home Laundry Appliances 2002-2006
Table 48 Brand Shares of Home Laundry Appliances 2003-2006
Table 49 Forecast Sales of Home Laundry Appliances by Subsector: Volume 2006-2011
Table 50 Forecast Sales of Home Laundry Appliances by Subsector: Value 2006-2011
Table 51 Forecast Sales of Home Laundry Appliances by Subsector: % Volume Growth 2006-2011
Table 52 Forecast Sales of Home Laundry Appliances by Subsector: % Value Growth 2006-2011
DISHWASHERS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Dishwashers by Subsector: Volume 2001-2006
Table 54 Sales of Dishwashers by Subsector: Value 2001-2006
Table 55 Sales of Dishwashers by Subsector: % Volume Growth 2001-2006
Table 56 Sales of Dishwashers by Subsector: % Value Growth 2001-2006
Table 57 Company Shares of Dishwashers 2002-2006
Table 58 Brand Shares of Dishwashers 2003-2006
Table 59 Forecast Sales of Dishwashers by Subsector: Volume 2006-2011
Table 60 Forecast Sales of Dishwashers by Subsector: Value 2006-2011
Table 61 Forecast Sales of Dishwashers by Subsector: % Volume Growth 2006-2011
Table 62 Forecast Sales of Dishwashers by Subsector: % Value Growth 2006-2011
LARGE COOKING APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Large Cooking Appliances by Subsector: Volume 2001-2006
Table 64 Sales of Large Cooking Appliances by Subsector: Value 2001-2006
Table 65 Sales of Large Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 66 Sales of Large Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 67 Sales of Cookers by Gas/Electric: % Breakdown 2001-2006
Table 68 Sales of Ovens by Standard/Multifunctional: % Breakdown 2001-2006
Table 69 Sales of Built-in Hobs by Format: % Breakdown 2001-2006
Table 70 Sales of Freestanding Hobs by Format: % Breakdown 2001-2006
Table 71 Company Shares of Large Cooking Appliances 2002-2006
Table 72 Brand Shares of Large Cooking Appliances 2003-2006
Table 73 Company Shares of Cookers 2002-2006
Table 74 Company Shares of Ovens 2002-2006
Table 75 Company Shares of Hobs 2002-2006
Table 76 Company Shares of Built-in Hobs 2002-2006
Table 77 Company Shares of Freestanding Hobs 2002-2006
Table 78 Company Shares of Cooker Hoods 2002-2006
Table 79 Company Shares of Built-in Cooker Hoods 2002-2006
Table 80 Company Shares of Freestanding Cooker Hoods 2002-2006
Table 81 Forecast Sales of Large Cooking Appliances by Subsector: Volume 2006-2011
Table 82 Forecast Sales of Large Cooking Appliances by Subsector: Value 2006-2011
Table 83 Forecast Sales of Large Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 84 Forecast Sales of Large Cooking Appliances by Subsector: % Value Growth 2006-2011
MICROWAVES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Sales of Microwaves by Subsector: Volume 2001-2006
Table 86 Sales of Microwaves by Subsector: Value 2001-2006
Table 87 Sales of Microwaves by Subsector: % Volume Growth 2001-2006
Table 88 Sales of Microwaves by Subsector: % Value Growth 2001-2006
Table 89 Company Shares of Microwaves 2002-2006
Table 90 Brand Shares of Microwaves 2003-2006
Table 91 Microwaves by Distribution Format: % Analysis 2001-2006
Table 92 Forecast Sales of Microwaves by Subsector: Volume 2006-2011
Table 93 Forecast Sales of Microwaves by Subsector: Value 2006-2011
Table 94 Forecast Sales of Microwaves by Subsector: % Volume Growth 2006-2011
Table 95 Forecast Sales of Microwaves by Subsector: % Value Growth 2006-2011
FOOD PREPARATION APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 96 Sales of Food Preparation Appliances by Subsector: Volume 2001-2006
Table 97 Sales of Food Preparation Appliances by Subsector: Value 2001-2006
Table 98 Sales of Food Preparation Appliances by Subsector: % Volume Growth 2001-2006
Table 99 Sales of Food Preparation Appliances by Subsector: % Value Growth 2001-2006
Table 100 Company Shares of Food Preparation Appliances 2002-2006
Table 101 Brand Shares of Food Preparation Appliances 2003-2006
Table 102 Forecast Sales of Food Preparation Appliances by Subsector: Volume 2006-2011
Table 103 Forecast Sales of Food Preparation Appliances by Subsector: Value 2006-2011
Table 104 Forecast Sales of Food Preparation Appliances by Subsector: % Volume Growth 2006-2011
Table 105 Forecast Sales of Food Preparation Appliances by Subsector: % Value Growth 2006-2011
SMALL COOKING APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Sales of Small Cooking Appliances by Subsector: Volume 2001-2006
Table 107 Sales of Small Cooking Appliances by Subsector: Value 2001-2006
Table 108 Sales of Small Cooking Appliances by Subsector: % Volume Growth 2001-2006
Table 109 Sales of Small Cooking Appliances by Subsector: % Value Growth 2001-2006
Table 110 Unit Sales of Coffee Machines by Format: % Breakdown 2003-2006
Table 111 Company Shares of Small Cooking Appliances 2002-2006
Table 112 Brand Shares of Small Cooking Appliances 2003-2006
Table 113 Forecast Sales of Small Cooking Appliances by Subsector: Volume 2006-2011
Table 114 Forecast Sales of Small Cooking Appliances by Subsector: Value 2006-2011
Table 115 Forecast Sales of Small Cooking Appliances by Subsector: % Volume Growth 2006-2011
Table 116 Forecast Sales of Small Cooking Appliances by Subsector: % Value Growth 2006-2011
SMALL KITCHEN APPLIANCES (NON-COOKING) IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 117 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2001-2006
Table 118 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2001-2006
Table 119 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2001-2006
Table 120 Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2001-2006
Table 121 Company Shares of Small Kitchen Appliances (Non-cooking) 2002-2006
Table 122 Brand Shares of Small Kitchen Appliances (Non-cooking) 2003-2006
Table 123 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Volume 2006-2011
Table 124 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: Value 2006-2011
Table 125 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Volume Growth 2006-2011
Table 126 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Subsector: % Value Growth 2006-2011
VACUUM CLEANERS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 127 Sales of Vacuum Cleaners by Subsector: Volume 2001-2006
Table 128 Sales of Vacuum Cleaners by Subsector: Value 2001-2006
Table 129 Sales of Vacuum Cleaners by Subsector: % Volume Growth 2001-2006
Table 130 Sales of Vacuum Cleaners by Subsector: % Value Growth 2001-2006
Table 131 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2003-2006
Table 132 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2003-2006
Table 133 Company Shares of Vacuum Cleaners 2002-2006
Table 134 Brand Shares of Vacuum Cleaners 2003-2006
Table 135 Forecast Sales of Vacuum Cleaners by Subsector: Volume 2006-2011
Table 136 Forecast Sales of Vacuum Cleaners by Subsector: Value 2006-2011
Table 137 Forecast Sales of Vacuum Cleaners by Subsector: % Volume Growth 2006-2011
Table 138 Forecast Sales of Vacuum Cleaners by Subsector: % Value Growth 2006-2011
IRONS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 139 Sales of Irons: 2001-2006
Table 140 Sales of Irons: % Growth 2001-2006
Table 141 Company Shares of Irons 2002-2006
Table 142 Brand Shares of Irons 2003-2006
Table 143 Forecast Sales of Irons: 2006-2011
Table 144 Forecast Sales of Irons: % Growth 2006-2011
PERSONAL CARE APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 145 Sales of Personal Care Appliances: 2001-2006
Table 146 Sales of Personal Care Appliances: % Growth 2001-2006
Table 147 Sales of Hair Care Appliances by Format: % Breakdown 2001-2006
Table 148 Sales of Body Shavers by Type: % Breakdown 2001-2006
Table 149 Company Shares of Personal Care Appliances 2002-2006
Table 150 Brand Shares of Personal Care Appliances 2003-2006
Table 151 Forecast Sales of Personal Care Appliances: 2006-2011
Table 152 Forecast Sales of Personal Care Appliances: % Growth 2006-2011
AIR TREATMENT PRODUCTS IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 153 Sales of Air Treatment Products: 2001-2006
Table 154 Sales of Air Treatment Products: % Growth 2001-2006
Table 155 Company Shares of Air Treatment Products 2002-2006
Table 156 Brand Shares of Air Treatment Products 2003-2006
Table 157 Forecast Sales of Air Treatment Products: 2006-2011
Table 158 Forecast Sales of Air Treatment Products: % Growth 2006-2011
HEATING APPLIANCES IN SOUTH KOREA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 159 Retail Sales of Heating Appliances: 2001-2006
Table 160 Retail Sales of Heating Appliances: % Growth 2001-2006
Table 161 Company Shares of Heating Appliances 2002-2006
Table 162 Brand Shares of Heating Appliances 2003-2006
Table 163 Forecast Sales of Heating Appliances: 2006-2011
Table 164 Forecast Sales of Heating Appliances: % Growth 2006-2011