The electric kettle industry is currently experiencing a positive and promising market development trend. With consumers' rising quality of life and growing demand for convenience and efficiency, the demand for electric kettles has continued to increase, resulting in a steadily expanding market.
The electric kettle was first invented in Chicago in 1891. With technological advancements, features such as speed, safety, convenience, and energy efficiency have become the main characteristics of electric kettles. By the 21st century, electric kettles had become globally popular consumer products. Modern electric kettles use steam-based intelligent temperature control systems, allowing them to automatically shut off after boiling and protect against dry burning. As consumer needs evolve, electric kettles are also becoming more multifunctional, with added features such as leak prevention, anti-scalding design, and water-locking mechanisms. Advantages of electric kettles include rapid heating, excellent insulation performance, strong filtration capabilities, and a wide variety of styles.
By 2020, the total sales revenue of electric kettles in China reached 3.641 billion RMB, with online sales accounting for as much as 98%. Online channels generated 3.665 billion RMB in revenue, making them the primary sales channel for electric kettles. This share has continued to grow, rising from 93% in 2017 to 98% in 2020. The Chinese electric kettle market is relatively concentrated, with leading brands such as Midea, Supor, and Joyoung occupying the top tier, while other manufacturers hold smaller market shares and face fierce competition.
In terms of sales channels, the electric kettle industry has developed a diversified model that includes both online and offline sales. Online platforms, such as e-commerce websites and official brand stores, provide consumers with convenient shopping options, while physical retail stores attract many customers by offering hands-on product experiences and after-sales services. Additionally, some brands have expanded their influence and boosted sales through new marketing strategies such as social media and live-streaming commerce.
Looking at market trends, the electric kettle industry is moving toward greater intelligence, health-consciousness, and environmental friendliness. As technologies like artificial intelligence and the Internet of Things continue to develop, smart electric kettles are expected to become a key growth area. At the same time, consumers’ increasing focus on health and environmental protection will drive continuous innovation in materials and manufacturing processes within the industry.