从规模扩张到价值竞争：政策、技术、人群三重变革重塑小家电赛道

小家电行业作为我国家电产业的重要细分领域，深度嵌入居民日常生活与消费升级进程，同时也是智能家居生态体系中的关键组成部分。当前，行业正处于从规模驱动向价值驱动转型的过渡期，发展逻辑由产品数量的扩张转向品质、技术与用户体验的全面升级。从宏观环境来看，国家层面对消费端和制造端均给予了积极引导：消费品以旧换新政策持续加力，为终端需求提供支撑；绿色制造与有害物质限制使用等环保规范日趋完善，推动行业向低碳化、合规化方向演进。经济层面，居民收入水平稳步提高与消费结构持续优化，为小家电产品的渗透率提升奠定了坚实购买力基础。社会层面，城镇化进程的深入推进、家庭户型的日益小型化以及年轻消费代际的崛起，共同重塑了家庭生活场景，催生出对便捷化、个性化、颜值化小家电的旺盛需求。技术层面，人工智能算法、物联网通信模组以及云端协同能力的快速迭代，使得小家电不再作为孤立终端存在，而是逐步融入全屋智能生态系统，行业竞争焦点正从单品的功能参数比拼转移至系统性的智慧生活解决方案能力。

　　全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2026-2027年中国小家电行业运行数据监测及消费需求洞察报告》显示，截至2026年6月25日，中国现存家电相关企业283.89万家。区域分布呈现明显集聚特征，广东坐拥超54万家家电企业，占全国总量的19.2%，是核心产业承载地；湖北、福建紧随其后，相关企业分别约23万家、20万家。2025年中国智能小家电市场规模达到2285亿元，预计到2030年有望达到3393亿元。国内小家电产业链完备、本土化创新与性价比优势持续替代进口，而2021-2025年中国小家电年出口额维持在2000亿元以上规模。

　　消费者行为与需求特征方面，2026年中国消费者对智能小家电的需求比较旺盛，尤其是个人护理类和厨卫类产品，健康监测和居安防监控类智能小家电也受到消费者青睐；选购智能小家电时，最关注的三个因素分别是产品质量（29.92%）、实用程度（28.28%）和产品功能（25.55%）；可接受的智能小家电价位中，占比最高的是201-500元，达到34.29%；其次是501-800元，占比为31.15%。从使用频率上看，每周3-4次的使用频率最高，占比61.75%；其次是5-7次，占比29.92%。艾媒咨询分析师认为，超过90%的消费者每周至少使用3次小家电，印证小家电已深度融入国内居民日常起居，成为家庭刚需日用品，大众依赖度高、日常使用场景充足。

　　在重点企业布局与未来趋势层面，行业内代表性企业如小熊电器、九阳股份与石头科技，各自依托差异化的产品策略与渠道布局构筑竞争优势。小熊电器以创意设计与多品类覆盖见长，九阳股份深耕厨房小家电核心技术，石头科技则在清洁电器领域以技术驱动实现弯道超车。展望未来，中国小家电行业将沿着绿色化、智能化与场景融合三大主线演进。全屋智能生态的成熟将推动产品从单一功能向多设备协同进化；跨境电商与海外本地化布局则为品牌出海开辟新空间。在技术迭代、消费升级与全球化布局的多重作用下，行业长期发展空间依然广阔，结构性增长机会值得期待。

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.

本报告涉及企业/品牌/案例

小熊电器、九阳股份、石头科技

　　中国小家电行业技术（Technology）环境分析

中国小家电市场相关规模数据

　　iiMedia Research（艾媒咨询）数据显示，2025年中国智能小家电市场规模达到2285亿元，预计到2030年有望达到3393亿元。艾媒咨询分析师认为，消费升级与居家细分需求拉动智能小家电需求走高，智能化、轻量化产品更贴合当代生活习惯。依托成熟家电产业集群，产品供给持续丰富，但市场同质化竞争加剧。后续企业需聚焦健康功能与场景创新，打造差异化优势，以此持续挖掘市场增长空间。

中国小家电行业主要出口目的地

　　数据显示，2025年中国小家电主要出口地区前五名分别为美国、日本、英国、德国、俄罗斯，五个地区出口总额合计占全国小家电出口总规模的38.7%。艾媒咨询分析师认为，欧美市场需求稳定，是小家电出口核心市场，但市场集中度偏高，企业可拓展东南亚、拉美新兴市场分散风险。

中国家电行业企业数量及区域分布情况

　　iiMedia Research（艾媒咨询）数据显示，截至2026年6月25日，中国现存家电相关企业283.89万家。区域分布呈现明显集聚特征，广东坐拥超54万家家电企业，占全国总量的19.2%，是核心产业承载地；湖北、福建紧随其后，相关企业分别约23万家、20万家。艾媒咨询分析师认为，各地逐步形成特色家电产业集群，完善上下游配套供应链，产业集聚效应持续凸显，持续赋能小家电研发、生产与外销发展。

中国小家电行业融资地域分析

　　监测数据显示，中国小家电行业投融资呈现显著的区域集中趋势，广东、山东和浙江三省以高融资额和活跃事件领跑，其中广东以66.04亿元占据优势，反映了其作为制造中心的聚集效应。山东和浙江虽数量较少，但单笔融资额较大，如山东凭借54.43亿元突出显示可能在高端或创新领域获得大额资本青睐。天津和香港的单笔融资额极高，可能指向特定大型项目或并购。相比之下，北京、湖南等地融资额极低，显示市场资源向核心区域集中。整体来看，资本倾向于投资产业基础雄厚、创新能力强的东部沿海省份，而内陆和北部地区则较冷清，反映了地域经济发展差异以及小家电行业集群化、品牌化趋势加速。

小家电板块上市公司省级分布

　　监测数据显示，小家电板块上市公司分布最集中的前三名省（市）依次为：广东（9家、总市值6380.70亿元）、浙江（6家、总市值658.50亿元）、江苏（3家、总市值581.30亿元）。艾媒咨询分析师认为，上市公司分布呈现集聚特征，形成以广东为核心的产业集群。区域分布极不均衡，仅7个省（市）有上市公司，且广东总市值远超其余省份，彰显其强大产业影响力；浙江和江苏的市值规模和数量亦居前列；四川、山东等省份虽有公司但规模较小。整体产业集群效应明显，主要依托珠三角和长三角地区。

2026年中国消费者选择智能小家电品牌时关注的品牌属性

　　数据显示，在2026年中国消费者选择智能小家电品牌时关注的品牌属性中，互联网生态品牌（如米家生态链）占比最高，达到38.39%；其次是性价比高的大众品牌，占比为36.89%；专注细分品类的小众品牌占比为35.11%。艾媒咨询分析师认为，当下消费者更关注的是智能互联生态、平价实用与细分专业功能，生态联动、高性价比、垂直品类深耕是品牌俘获用户的核心抓手，市场主流需求偏向亲民、智能化、专业化的本土类品牌，高端国际品牌吸引力较弱。

2026年中国消费者认为制约智能小家电行业发展的因素

　　数据显示，2026年中国消费者认为制约智能小家电行业发展的核心因素中，占比最高的三个因素分别是：价格偏高，性价比不足，占比为36.34%；产品同质化严重，占比为34.02%；不同品牌设备兼容性差，占比为33.74%。艾媒咨询分析师认为，行业痛点覆盖定价、产品、生态、用户、服务、安全全链条，定价与产品创新是最突出短板，品牌需推出高性价比智能产品、打造差异化功能，打通跨品牌互联生态，同步做好用户科普、标准化售后与数据隐私防护，全方位破除行业发展阻碍，推动智能小家电行业可持续发展。

小熊电器基本信息及发展历程

九阳股份经营基本情况

　　监测数据显示，九阳股份在2026年Q1实现营收18.12亿元，同比下滑9.40%。盈利方面，最新期间利润为1.37亿元，对应利润率约7.56%，较2025年全年累计利润率（约1.67%）显著提升，表明在营收收缩时公司通过成本管控或产品结构优化有效维护了盈利空间，但需警惕长期低营收规模下利润率能否持续。行业层面，小家电市场竞争激烈且需求呈碎片化，九阳的营收下滑符合行业淡季特征，需关注库存去化或渠道调整压力。建议跟踪后续季度收入恢复节奏及新品类拓展成效。

石头科技业务布局状况及产品详情

　　石头科技（Roborock）以智能清洁机器人为核心，布局全球消费市场，覆盖家用扫地/洗地机器人、商用清洁机器人及智能洗地机等品类。公司持续投入AI导航、三维感知、激光雷达等核心技术，产品矩阵覆盖中高端价位，并通过线上电商及线下渠道销售，海外营收占比超70%。2026年业绩显著增长，研发投入保持高位，推出行业领先的功能升级产品，继续引领智能清洁赛道，同时探索新品类拓展。