World home appliance manufacturers

What is the business?
The market for household appliances includes major durable household goods (white goods) and smaller appliances for domestic use (brown goods). Depending on their degree of integration, appliance manufacturers specialise either in design and conception (original design manufacturers), production (original equipment manufacturers), or marketing and sales (original brand manufacturers). […]

-Who are the key players?
Home appliance manufacturers analysed in this report include most market leaders by sales value and also reflect the growing weight of emerging country manufacturers in Asia, Eastern Europe and the Middle-East. Leading market players can be separated into three main groups: white goods pure players, durable goods specialists, and diversified consumer electronics conglomerates. […]
Leading home appliance manufacturers analysed in the report include WHIRLPOOL, ELECTROLUX, BSH (Bosch & Siemens Hausgeräte), LG, GENERAL ELECTRIC, TOSHIBA, ARCELIK, MIELE, INDESIT and HAIER.

How intense is competition?
Competitive rivalry is intense and fuelled by several factors such as weak product differentiation, low market-entry barriers, fragmented supply and strong customer bargaining power, among others. These factors contribute to the industry’s price-based competition and low profit margins. To offset competitive pressure, manufacturers focus on brand value, energy efficiency and technological innovation to differentiate their products and build customer loyalty. […]

What are the main markets?
Manufacture is concentrated in North America, Western Europe and Eastern Asia, where leading industrialised countries still hold important shares in global shipments. In Europe, Eastern European and Turkish manufacturers are gaining important market shares because of lower domestic labour costs and their proximity to key European and Eurasian markets. Meanwhile, China has become both the largest Asian market and the leading global supplier for household appliances. […]