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Foreign Microwave Oven Brands Face Stiff Competition on Tmall: MIC
November 24, 2015

Recent big data analytics research from MIC (Market Intelligence & Consulting Institute), an ICT research institute based in Taipei, revealed that Midea and Galanz's products dominated the top-10 bestselling microwave oven models on Chinese B2C platform Tmall from 15 May to 15 August 2015.

Midea saw the strongest sales, taking the top two spots at 12,000 and 11,000 units respectively. According to Chinese internet buyers of the bestselling Midea MM721NG1-PS, Midea's products had high C/P (cost-performance) ratio and stylish design. By contrast, renowned microwave brand Panasonic, which delivered the best performance among foreign brands, sold only close to 500 units, suggesting that foreign brands face stiff competition with Chinese brands on Tmall.

Sales Volume Ranking by Microwave Oven Model (15 May to 15 August 2015)


Source: Tmall, compiled by MIC, November 2015

Analysis of data collected further showed that an equal percentage of male and female shoppers bought Chinese branded ovens, with an average age of 25 to 29. The majority of shoppers who bought foreign microwave ovens were male shoppers aged between 30 to 34 and 40 to 49. As for distribution by region, buyers of Chinese branded microwave ovens mainly live in Guangdong, Jiangsu, Zhejiang, and Shandong while those who bought foreign products live in Shanghai, Jiangsu, and Jilin.

To see more about this report, please visit: Brand Competition and Consumer Preference of the Chinese Microwave Oven Market

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About MIC

Market Intelligence & Consulting Institute (MIC), based in Taipei, Taiwan, was founded in 1987. MIC is Taiwan's premier IT industry research and consulting firm providing intelligence, in-depth analysis, and strategic consulting services on global IT product and technology trends, focusing on markets and industries in Asia-Pacific. MIC is part of the Institute for Information Industry.