從規模擴張到價值競爭：政策、技術、人群三重變革重塑小家電賽道

小家電行業作為我國家電產業的重要細分領域，深度嵌入居民日常生活與消費升級進程，同時也是智能家居生態體系中的關鍵組成部分。當前，行業正處于從規模驅動向價值驅動轉型的過渡期，發展邏輯由產品數量的擴張轉向品質、技術與用戶體驗的全面升級。從宏觀環境來看，國家層面對消費端和制造端均給予了積極引導：消費品以舊換新政策持續加力，為終端需求提供支撐；綠色制造與有害物質限制使用等環保規范日趨完善，推動行業向低碳化、合規化方向演進。經濟層面，居民收入水平穩步提高與消費結構持續優化，為小家電產品的滲透率提升奠定了堅實購買力基礎。社會層面，城鎮化進程的深入推進、家庭戶型的日益小型化以及年輕消費代際的崛起，共同重塑了家庭生活場景，催生出對便捷化、個性化、顏值化小家電的旺盛需求。技術層面，人工智能算法、物聯網通信模組以及云端協同能力的快速迭代，使得小家電不再作為孤立終端存在，而是逐步融入全屋智能生態系統，行業競爭焦點正從單品的功能參數比拼轉移至系統性的智慧生活解決方案能力。

　　全球領先的新經濟產業第三方數據挖掘和分析機構iiMedia Research（艾媒咨詢）最新發布的《2026-2027年中國小家電行業運行數據監測及消費需求洞察報告》顯示，截至2026年6月25日，中國現存家電相關企業283.89萬家。區域分布呈現明顯集聚特征，廣東坐擁超54萬家家電企業，占全國總量的19.2%，是核心產業承載地；湖北、福建緊隨其后，相關企業分別約23萬家、20萬家。2025年中國智能小家電市場規模達到2285億元，預計到2030年有望達到3393億元。國內小家電產業鏈完備、本土化創新與性價比優勢持續替代進口，而2021-2025年中國小家電年出口額維持在2000億元以上規模。

　　消費者行為與需求特征方面，2026年中國消費者對智能小家電的需求比較旺盛，尤其是個人護理類和廚衛類產品，健康監測和居安防監控類智能小家電也受到消費者青睞；選購智能小家電時，最關注的三個因素分別是產品質量（29.92%）、實用程度（28.28%）和產品功能（25.55%）；可接受的智能小家電價位中，占比最高的是201-500元，達到34.29%；其次是501-800元，占比為31.15%。從使用頻率上看，每周3-4次的使用頻率最高，占比61.75%；其次是5-7次，占比29.92%。艾媒咨詢分析師認為，超過90%的消費者每周至少使用3次小家電，印證小家電已深度融入國內居民日常起居，成為家庭剛需日用品，大眾依賴度高、日常使用場景充足。

　　在重點企業布局與未來趨勢層面，行業內代表性企業如小熊電器、九陽股份與石頭科技，各自依托差異化的產品策略與渠道布局構筑競爭優勢。小熊電器以創意設計與多品類覆蓋見長，九陽股份深耕廚房小家電核心技術，石頭科技則在清潔電器領域以技術驅動實現彎道超車。展望未來，中國小家電行業將沿著綠色化、智能化與場景融合三大主線演進。全屋智能生態的成熟將推動產品從單一功能向多設備協同進化；跨境電商與海外本地化布局則為品牌出海開辟新空間。在技術迭代、消費升級與全球化布局的多重作用下，行業長期發展空間依然廣闊，結構性增長機會值得期待。

As a key segment of China’s home appliance industry, the small household appliances sector is deeply embedded in people’s daily lives and the process of consumption upgrading, whilst also serving as a crucial component of the smart home ecosystem. Currently, the industry is undergoing a transition from being scale-driven to value-driven, with the development logic shifting from the expansion of product volume to a comprehensive upgrade in quality, technology and user experience. From a macroeconomic perspective, the state has provided positive guidance at both the consumer and manufacturing levels: policies encouraging the trade-in of old consumer goods for new ones are being continuously strengthened, thereby underpinning end-user demand; environmental regulations—such as those concerning green manufacturing and restrictions on the use of hazardous substances—are becoming increasingly comprehensive, driving the industry’s evolution towards low-carbon practices and greater compliance. Economically, steady increases in household income levels and the ongoing optimisation of consumption patterns have laid a solid foundation of purchasing power for the rising penetration rate of small household appliances. On a social level, the deepening of urbanisation, the trend towards smaller household sizes and the rise of a younger generation of consumers have collectively reshaped domestic living scenarios, giving rise to robust demand for small household appliances that are convenient, personalised and aesthetically pleasing. Technologically, the rapid iteration of artificial intelligence algorithms, Internet of Things (IoT) communication modules and cloud-based collaboration capabilities means that small household appliances no longer exist as isolated devices but are gradually being integrated into whole-home smart ecosystems; the focus of industry competition is shifting from the comparison of individual product specifications to the ability to provide systematic smart living solutions.

　　The latest report,2026–2027 China Report on the Monitoring of Operational Data and Insights into Consumer Demand in the Small Household Appliances Sector, published by iiMedia Research—a globally leading third-party data mining and analysis organisation specialising in the new economy—reveals that, as of 25 June 2026, there were 2.8389 million household appliance-related enterprises in China. The regional distribution exhibits distinct clustering patterns, with Guangdong hosting over 540,000 home appliance enterprises—accounting for 19.2 per cent of the national total—making it the core industrial hub; Hubei and Fujian follow closely behind, with approximately 230,000 and 200,000 related enterprises respectively. In 2025, the market size of China’s smart small home appliances reached 228.5 billion yuan, and is projected to reach 339.3 billion yuan by 2030. China’s small household appliance industry chain is well-established, and local innovation coupled with value-for-money advantages continue to drive the replacement of imported goods, whilst annual exports of small household appliances from China are projected to remain above 200 billion yuan between 2021 and 2025.

　　In terms of consumer behaviour and demand patterns, demand for smart small household appliances among Chinese consumers is expected to be particularly strong in 2026, especially for personal care and kitchen and bathroom products; smart appliances for health monitoring and home security are also favoured by consumers; When selecting smart small appliances, the three most important factors are product quality (29.92 per cent), practicality (28.28 per cent) and product functionality (25.55 per cent); within the acceptable price range for smart small appliances, the highest proportion falls within the 201–500 yuan bracket, at 34.29 per cent, followed by the 501–800 yuan bracket, accounting for 31.15 per cent. In terms of usage frequency, using the appliances 3–4 times a week was the most common, accounting for 61.75 per cent; this was followed by 5–7 times a week, at 29.92 per cent. Analysts at iiMedia Research believe that the fact that over 90 per cent of consumers use small appliances at least three times a week confirms that these products have become deeply integrated into the daily lives of Chinese households, becoming essential household items with high levels of public reliance and ample opportunities for daily use.

　　In terms of key players’ strategies and future trends, leading companies in the sector—such as Xiao Xiong Appliances, Joyoung and Roborock—are each building competitive advantages through differentiated product strategies and channel layouts. Xiao Xiong Appliances excels in creative design and multi-category coverage; Joyoung specialises in core technologies for kitchen small appliances; whilst Roborock has achieved rapid growth in the cleaning appliance sector through technology-driven innovation. Looking ahead, China’s small household appliances industry will evolve along three main trajectories: greening, smart technology and scenario integration. The maturation of whole-home smart ecosystems will drive products to evolve from single-function devices towards multi-device coordination; cross-border e-commerce and localisation strategies overseas will open up new avenues for brands to expand internationally. Driven by technological iteration, consumption upgrades and global expansion, the industry’s long-term growth prospects remain vast, with significant structural growth opportunities on the horizon.

本報告涉及企業/品牌/案例

小熊電器、九陽股份、石頭科技

　　中國小家電行業技術（Technology）環境分析

中國小家電市場相關規模數據

　　iiMedia Research（艾媒咨詢）數據顯示，2025年中國智能小家電市場規模達到2285億元，預計到2030年有望達到3393億元。艾媒咨詢分析師認為，消費升級與居家細分需求拉動智能小家電需求走高，智能化、輕量化產品更貼合當代生活習慣。依托成熟家電產業集群，產品供給持續豐富，但市場同質化競爭加劇。后續企業需聚焦健康功能與場景創新，打造差異化優勢，以此持續挖掘市場增長空間。

中國小家電行業主要出口目的地

　　數據顯示，2025年中國小家電主要出口地區前五名分別為美國、日本、英國、德國、俄羅斯，五個地區出口總額合計占全國小家電出口總規模的38.7%。艾媒咨詢分析師認為，歐美市場需求穩定，是小家電出口核心市場，但市場集中度偏高，企業可拓展東南亞、拉美新興市場分散風險。

中國家電行業企業數量及區域分布情況

　　iiMedia Research（艾媒咨詢）數據顯示，截至2026年6月25日，中國現存家電相關企業283.89萬家。區域分布呈現明顯集聚特征，廣東坐擁超54萬家家電企業，占全國總量的19.2%，是核心產業承載地；湖北、福建緊隨其后，相關企業分別約23萬家、20萬家。艾媒咨詢分析師認為，各地逐步形成特色家電產業集群，完善上下游配套供應鏈，產業集聚效應持續凸顯，持續賦能小家電研發、生產與外銷發展。

中國小家電行業融資地域分析

　　監測數據顯示，中國小家電行業投融資呈現顯著的區域集中趨勢，廣東、山東和浙江三省以高融資額和活躍事件領跑，其中廣東以66.04億元占據優勢，反映了其作為制造中心的聚集效應。山東和浙江雖數量較少，但單筆融資額較大，如山東憑借54.43億元突出顯示可能在高端或創新領域獲得大額資本青睞。天津和香港的單筆融資額極高，可能指向特定大型項目或并購。相比之下，北京、湖南等地融資額極低，顯示市場資源向核心區域集中。整體來看，資本傾向于投資產業基礎雄厚、創新能力強的東部沿海省份，而內陸和北部地區則較冷清，反映了地域經濟發展差異以及小家電行業集群化、品牌化趨勢加速。

小家電板塊上市公司省級分布

　　監測數據顯示，小家電板塊上市公司分布最集中的前三名省（市）依次為：廣東（9家、總市值6380.70億元）、浙江（6家、總市值658.50億元）、江蘇（3家、總市值581.30億元）。艾媒咨詢分析師認為，上市公司分布呈現集聚特征，形成以廣東為核心的產業集群。區域分布極不均衡，僅7個省（市）有上市公司，且廣東總市值遠超其余省份，彰顯其強大產業影響力；浙江和江蘇的市值規模和數量亦居前列；四川、山東等省份雖有公司但規模較小。整體產業集群效應明顯，主要依托珠三角和長三角地區。

2026年中國消費者選擇智能小家電品牌時關注的品牌屬性

　　數據顯示，在2026年中國消費者選擇智能小家電品牌時關注的品牌屬性中，互聯網生態品牌（如米家生態鏈）占比最高，達到38.39%；其次是性價比高的大眾品牌，占比為36.89%；專注細分品類的小眾品牌占比為35.11%。艾媒咨詢分析師認為，當下消費者更關注的是智能互聯生態、平價實用與細分專業功能，生態聯動、高性價比、垂直品類深耕是品牌俘獲用戶的核心抓手，市場主流需求偏向親民、智能化、專業化的本土類品牌，高端國際品牌吸引力較弱。

2026年中國消費者認為制約智能小家電行業發展的因素

　　數據顯示，2026年中國消費者認為制約智能小家電行業發展的核心因素中，占比最高的三個因素分別是：價格偏高，性價比不足，占比為36.34%；產品同質化嚴重，占比為34.02%；不同品牌設備兼容性差，占比為33.74%。艾媒咨詢分析師認為，行業痛點覆蓋定價、產品、生態、用戶、服務、安全全鏈條，定價與產品創新是最突出短板，品牌需推出高性價比智能產品、打造差異化功能，打通跨品牌互聯生態，同步做好用戶科普、標準化售后與數據隱私防護，全方位破除行業發展阻礙，推動智能小家電行業可持續發展。

小熊電器基本信息及發展歷程

九陽股份經營基本情況

　　監測數據顯示，九陽股份在2026年Q1實現營收18.12億元，同比下滑9.40%。盈利方面，最新期間利潤為1.37億元，對應利潤率約7.56%，較2025年全年累計利潤率（約1.67%）顯著提升，表明在營收收縮時公司通過成本管控或產品結構優化有效維護了盈利空間，但需警惕長期低營收規模下利潤率能否持續。行業層面，小家電市場競爭激烈且需求呈碎片化，九陽的營收下滑符合行業淡季特征，需關注庫存去化或渠道調整壓力。建議跟蹤后續季度收入恢復節奏及新品類拓展成效。

石頭科技業務布局狀況及產品詳情

　　石頭科技（Roborock）以智能清潔機器人為核心，布局全球消費市場，覆蓋家用掃地/洗地機器人、商用清潔機器人及智能洗地機等品類。公司持續投入AI導航、三維感知、激光雷達等核心技術，產品矩陣覆蓋中高端價位，并通過線上電商及線下渠道銷售，海外營收占比超70%。2026年業績顯著增長，研發投入保持高位，推出行業領先的功能升級產品，繼續引領智能清潔賽道，同時探索新品類拓展。