Consumer Appliances in Germany

Consumer Appliances in Germany Customer Service Hotline:400-666-1917 Page 1 of 25

一 调研说明中商情报网全新发布的 Consumer Appliances in Germany 主要依据国家统计局 国家发改委 商务部 中国海关 国务院发展研究中心 行业协会 工商 税务 海关 国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料, 结合深入的市场调研资料, 由中商情报网的资深专家和研究人员的分析 首先, 报告对本行业的特征及国内外市场环境进行描述, 其次, 对本行业的上下游产业链, 市场供需状况及竞争格局等进行了细致的详尽剖析, 接着报告中列出数家该行业的重点企业, 并分析相关经营财务数据 最后, 对该行业未来的发展前景, 投资风险及投资策略给出科学的建议 本报告是行业生产 贸易 经销等企业在激烈的市场竞争中洞察市场先机, 根据市场需求及时调整经营策略, 为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学的决策依据 报告名称 Consumer Appliances in Germany 出版日期 May/2011 报告格式 PDF 电子版或纸介版 交付方式 Email 发送或 EMS 快递 中文价格 印刷版 0 元 电子版 0 元 中文印刷版 + 电子版 0 元 订购热线 400-666-1917 二 报告目录 About this report : This market report provides market trend and market growth analysis of the Consumer Appliances ind ustry in Germany. With this market report, you ll be able to explore in detail the changing shape and p otential of the industry. You will now be able to plan and build strategy on real industry data and proje ctions. The Consumer Appliances in Germany market research report includes: Analysis of key supply-side and demand trends Detailed segmentation of international and local products Historic volumes and values, company and brand market shares Customer Service Hotline:400-666-1917 Page 2 of 25

Five year forecasts of market trends and market growth Robust and transparent market research methodology, conducted in-country Our market research reports answer questions such as: What is the market size of Consumer Appliances in Germany? What are the major brands in Germany? How was category performance been affected by current economic climate? How is penetration for consumer appliances going to develop over the medium term? Why buy this report? Gain competitive intelligence about market leaders Track key industry trends, opportunities and threats Inform your marketing, brand, strategy and market development, sales and supply functions Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook Sample Analysis EXECUTIVE SUMMARY Consumer appliances strengthens further on the back of stronger economy Following the global economic crisis, Germany s GDP slowed down considerably in 2008 and as the economic woes hit home, GDP shrank in 2009. The recession hitting the country was, however, not a r eflection of consumers weaker spending power but more of the strong dependence on exports to other countries. Therefore, with major retailers coming up with price offers to anticipate weaker demand, c onsumers responded well to the deals which resulted in still positive, albeit slower, volume growth of consumer appliances in 2009 compared to 2008. 2010, meanwhile has been a solid year for the econo my with GDP growth picking up considerably. Improved consumer confidence followed and by the en d of the year reports already indicated much stronger consumer confidence in 2010 compared to the pr evious few years. Stronger consumer confidence bodes well for various industries, including consume r appliances, which saw a slight rise in volume growth in 2010. Given the durable aspect of consumer appliances, consumers can hold back spending on new appliances when they need to cut their overall s pending, unlike the more essential daily goods, and the improved volume growth of the industry has b een strongly related to the better economic climate in 2010. Energy efficiency a hot topic in major appliances Strong environmental concerns are reflected in various aspects of German consumers daily habits, an Customer Service Hotline:400-666-1917 Page 3 of 25

d with regards to consumer appliances there has been stronger emphasis on energyefficient appliances, which are not only friendlier to the environment, but positioned as a way to help c ut energy costs. Especially during the recession, the appeal of energyefficient appliances heightened as consumers looked for more ways to save. While these appliances ar e more expensive than those not carrying energyefficient labels, consumers are drawn to the potential savings. Therefore, towards the end of the revie w period more consumers have purchased new energyefficient products especially major appliances even if their old appliance is not yet defunct. Relatively fragmented consumer appliances led by Bosch & Siemens Hausgeräte GmbH A large number of companies is present in consumer appliances in Germany in 2010 with no particula rly dominant player. The largest volume share belongs to Bosch & Siemens Hausgeräte GmbH, largel y owing to its presence in a wide variety of categories. Other major players include Groupe SEB Deut schland GmbH, Braun GmbH, Philips GmbH and Severin Elektrogeräte GmbH. In the highly competi tive environment, both domestic and multinational companies held strong a presence throughout the re view period. The most significant development within shares for 2009-2010 was the closure of major homeshopping company Quelle AG, and with it the brand Privileg also disappeared from the shares. Internet retailing on the rise amid dominance of durable goods retailers The bulk of consumer appliances were still purchased through storebased retailing up to 2010. However, the dominance of storebased retailing has weakened over the review period, most notably eroded by internet retailing. With t he rise of online shopping portals, even durable goods retailers are increasingly opting to foray into int ernet retailing as well. Large chains such as the Metro AG subsidiaries Media Markt and Saturn, as we ll as buying groups such as Expert, Euronics and EP:ElectronicPartner are putting more effort into thei r internet strategies to capitalise on the online shopping trend. Marginal growth expected over forecast period in Germany Over the forecast period, consumer appliances overall in Germany is expected to grow only by a small extent. The main reason for the slowdown is the already mature status reached by a large number of c onsumer appliances categories, so that the growth will be driven mostly by the replacement of existing appliances. Several small appliances categories such as hair care appliances and coffee machines are l ikely to grow more strongly, as these nonessential appliances will be increasingly seen as important items in the household. Customer Service Hotline:400-666-1917 Page 4 of 25

Table of Contents : Consumer Appliances in Germany - Industry Overview EXECUTIVE SUMMARY Consumer appliances strengthens further on the back of stronger economy Energy efficiency a hot topic in major appliances Relatively fragmented consumer appliances led by Bosch & Siemens Hausgeräte GmbH Internet retailing on the rise amid dominance of durable goods retailers Marginal growth expected over forecast period in Germany KEY AND DEVELOPMENTS Consumer appliances only hit slightly by the recession Smaller households and ageing population shape demand Retailers play increasingly key role Manufacturers continue to stimulate growth in Germany Environmental issues and energy efficiency increasingly sought after MARKET INDICATORS Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2005-2010 Table 2 Replacement Cycles of Consumer Appliances by Category 2007-2010 MARKET DATA Table 3 Sales of Consumer Appliances by Category: Volume 2005-2010 Table 4 Sales of Consumer Appliances by Category: Value 2005-2010 Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2005-2010 Table 6 Sales of Consumer Appliances by Category: % Value Growth 2005-2010 Table 7 Sales of Major Appliances by Category and by Built-in/Freestanding Split: Volume 2005-2010 Table 8 Sales of Major Appliances by Category and by Built-in/Freestanding Split: Value 2005-2010 Table 9 Sales of Major Appliances by Category and by Builtin/Freestanding Split: % Volume Growth 2005-2010 Table 10 Sales of Major Appliances by Category and by Builtin/Freestanding Split: % Value Growth 2005-2010 Table 11 Sales of Small Appliances by Category: Volume 2005-2010 Customer Service Hotline:400-666-1917 Page 5 of 25

Table 12 Sales of Small Appliances by Category: Value 2005-2010 Table 13 Sales of Small Appliances by Category: % Volume Growth 2005-2010 Table 14 Sales of Small Appliances by Category: % Value Growth 2005-2010 Table 15 Company Shares of Major Appliances 2006-2010 Table 16 Brand Shares of Major Appliances 2007-2010 Table 17 Company Shares of Small Appliances 2006-2010 Table 18 Brand Shares of Small Appliances 2007-2010 Table 19 Major Appliances by Distribution Format: % Breakdown 2005-2010 Table 20 Small Appliances by Distribution Format: % Breakdown 2005-2010 Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2010-2015 Table 22 Forecast Sales of Consumer Appliances by Category: Value 2010-2015 Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2010-2015 Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2010-2015 Table 25 Forecast Sales of Major Appliances by Category and by Builtin/Freestanding Split: Volume 2010-2015 Table 26 Forecast Sales of Major Appliances by Category and by Builtin/Freestanding Split: Value 2010-2015 Table 27 Forecast Sales of Major Appliances by Category and by Builtin/Freestanding Split: % Volume Growth 2010-2015 Table 28 Forecast Sales of Major Appliances by Category and by Builtin/Freestanding Split: % Value Growth 2010-2015 Table 29 Forecast Sales of Small Appliances by Category: Volume 2010-2015 Table 30 Forecast Sales of Small Appliances by Category: Value 2010-2015 Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2010-2015 Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2010-2015 DEFINITIONS Category and subcategory definitions Distribution definitions Summary 1 Research Sources Consumer Appliances in Germany - Company Profiles AEG-Electrolux Deutschland GmbH in Consumer Appliances (Germany) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND Customer Service Hotline:400-666-1917 Page 6 of 25

PRODUCTION COMPETITIVE POSITIONING Summary 4 AEG-Electrolux Deutschland GmbH: Competitive Position 2010 Bauknecht Hausgeräte GmbH in Consumer Appliances (Germany) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 7 Bauknecht Hausgeräte GmbH Location 2010 COMPETITIVE POSITIONING Summary 8 Bauknecht Hausgeräte GmbH: Competitive Position 2010 BSH Bosch & Siemens Hausgeräte GmbH in Consumer Appliances (Germany) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 11 Bosch & Siemens Hausgeräte GmbH: Production COMPETITIVE POSITIONING Summary 12 Bosch & Siemens Hausgeräte GmbH: Competitive Position 2010 Expert AG in Consumer Appliances (Germany) STRATEGIC DIRECTION KEY FACTS INTERNET STRATEGY COMPANY BACKGROUND Chart 1 Expert AG: Expert in Aschaffenburg PRIVATE LABEL COMPETITIVE POSITIONING Summary 15 Expert AG: Competitive Position 2009 Gorenje Vertriebs GmbH in Consumer Appliances (Germany) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Customer Service Hotline:400-666-1917 Page 7 of 25

Summary 18 Gorenje Vertriebs GmbH: Competitive Position 2010 Media-Saturn Holding GmbH in Consumer Appliances (Germany) STRATEGIC DIRECTION KEY FACTS INTERNET STRATEGY COMPANY BACKGROUND Chart 2 Media-Saturn-Holding GmbH: Media Markt in Aschaffenburg PRIVATE LABEL COMPETITIVE POSITIONING Summary 21 Media-Saturn-Holding GmbH: Competitive Position 2009 Miele & Cie KG in Consumer Appliances (Germany) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 24 Miele & Cie KG: Location 2010 COMPETITIVE POSITIONING Summary 25 Miele & Cie KG: Competitive Position 2010 Air Treatment Products in Germany - Category Analysis Retail value sales of air treatment products in Germany declined by 1% to 74 million in 2010. Cons umer demand remained very restricted, since most Germans consider these appliances to be nonessential. Due to the moderate climate and pronounced seasons, air cooling does not have a strong trad ition in Germany. Additionally, air treatment products continue to be rather expensive, space consumi ng and can be used only for a few months during the year. They are thus highly seasonal and depend o n the weather conditions, yet not even the recordbreaking summer of 2003 was able to push sales to a noticeable degree. COMPETITIVE LANDSCAPE The category of air treatment products in Germany continued to be very fragmented as far as the co mpetitive environment was concerned, due to the fact that in volume terms it was dominated by coolin g fans, humidifiers and ceiling fans. The largest player was De Longhi Deuschland GmbH with a volu me share of 12% in 2010. Customer Service Hotline:400-666-1917 Page 8 of 25

Over the forecast period, retail value sales of air treatment products in Germany are expected to decli ne to 71, down 3 million in constant value terms. None of the limiting factors are expected to chang e to a considerable degree over the forecast period and therefore the growth opportunities of the categ ory will remain very limited. CATEGORY DATA Table 33 Sales of Air Treatment Products by Category: Volume 2005-2010 Table 34 Sales of Air Treatment Products by Category: Value 2005-2010 Table 35 Sales of Air Treatment Products by Category: % Volume Growth 2005-2010 Table 36 Sales of Air Treatment Products by Category: % Value Growth 2005-2010 Table 37 Company Shares of Air Treatment Products 2006-2010 Table 38 Brand Shares of Air Treatment Products 2007-2010 Table 39 Forecast Sales of Air Treatment Products by Category: Volume 2010-2015 Table 40 Forecast Sales of Air Treatment Products by Category: Value 2010-2015 Table 41 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2010-2015 Table 42 Forecast Sales of Air Treatment Products by Category: % Value Growth 2010-2015 Dishwashers in Germany - Category Analysis In Germany in 2010, retail value sales of dishwashers increased by 3% to 1,197 million. Despite the ongoing effects of the recession, growing consumer demand for new, energy- and waterefficient appliances with technologicallyadvanced features boosted sales to a level that had last been seen 10 years previously, when sales had been quite strong in eastern Germany, where many consumers bought their first dishwasher (a few yea rs after the German reunification and the end of the socialist German Democratic Republic, where dis hwashers had been an exotic luxury product). COMPETITIVE LANDSCAPE The leader in dishwashers in Germany is Bosch & Siemens Hausgeräte GmbH, which registered a vo lume share of 46% in 2010, reflecting the strong equity enjoyed by its Bosch and Siemens premium br ands in Germany. The company s products are technologically up-todate and benefit from the general consumer preference for products that are made in Germany. Other c ompanies include AEG- Electrolux Deutschland GmbH with 11%, Bauknecht Hausgeräte GmbH with 6%, Miele & Cie KG wi th 6% and Beko Deutschland GmbH with 5%. Customer Service Hotline:400-666-1917 Page 9 of 25

Over the forecast period, retail value sales of dishwashers in constant value terms are expected to inc rease to 1,220 million in Germany, up 23 million compared to 2010. Factors in favour of the catego ry s further development are the still comparatively low penetration rate of dishwashers in Germany, t he replacement cycle of dishwashers (especially for those appliances bought in eastern Germany durin g 1990 and 2000) and that manufacturers, through innovative new products and retailers through prom otional activities, will further stimulate demand. CATEGORY DATA Table 43 Sales of Dishwashers by Category: Volume 2005-2010 Table 44 Sales of Dishwashers by Category: Value 2005-2010 Table 45 Sales of Dishwashers by Category: % Volume Growth 2005-2010 Table 46 Sales of Dishwashers by Category: % Value Growth 2005-2010 Table 47 Sales of Dishwashers by Format: % Breakdown 2005-2010 Table 48 Company Shares of Dishwashers 2006-2010 Table 49 Brand Shares of Dishwashers 2007-2010 Table 50 Forecast Sales of Dishwashers by Category: Volume 2010-2015 Table 51 Forecast Sales of Dishwashers by Category: Value 2010-2015 Table 52 Forecast Sales of Dishwashers by Category: % Volume Growth 2010-2015 Table 53 Forecast Sales of Dishwashers by Category: % Value Growth 2010-2015 Food Preparation Appliances in Germany - Category Analysis There were two important trends in food preparation appliances in Germany, which helped the categ ory to grow by 3% in value terms in 2010. On the one hand, new innovations and premium quality pro ducts were able to drive sales, for example in the form of technologicallyadvanced features and sleek designs that fit modern kitchens, and on the other, volume sales were also boosted through an influx of lowpriced products and private label items, which led to increased demand through impulse buying. COMPETITIVE LANDSCAPE 59% of volume sales in food preparation appliances in Germany was accounted for by five companie s in 2010, namely Bosch & Siemens Hausgeräte GmbH with 21%, Braun GmbH with 12%, Groupe S EB Deutschland GmbH with 11%, Severin Elektrogeräte GmbH with 10% and Clatronic GmbH with over 6%. The top four companies in particular are able to benefit from the strength of their brands and the reputation of their products. The rest of the category, beyond the top five, was rather fragmented. Customer Service Hotline:400-666-1917 Page 10 of 25

Over the forecast period, retail value sales of food preparation appliances in Germany are predicted t o grow at a CAGR of 1% in constant value terms to reach 307 million. As was the case during the re view period, this growth will be fuelled by premium products offered under strong brands that have in novative features, as well as economy products with extremely low prices, leading to impulse purchas es. CATEGORY DATA Table 54 Sales of Food Preparation Appliances by Category: Volume 2005-2010 Table 55 Sales of Food Preparation Appliances by Category: Value 2005-2010 Table 56 Sales of Food Preparation Appliances by Category: % Volume Growth 2005-2010 Table 57 Sales of Food Preparation Appliances by Category: % Value Growth 2005-2010 Table 58 Company Shares of Food Preparation Appliances 2006-2010 Table 59 Brand Shares of Food Preparation Appliances 2007-2010 Table 60 Forecast Sales of Food Preparation Appliances by Category: Volume 2010-2015 Table 61 Forecast Sales of Food Preparation Appliances by Category: Value 2010-2015 Table 62 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2010-2015 Table 63 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2010-2015 Heating Appliances in Germany - Category Analysis Due to strict regulations regarding the heating of dwellings in Germany, an overwhelming proportion of houses and flats are equipped with central heating and highly effective insulation. Therefore, consu mer heating appliances are usually only utilised in areas that are not covered by central heating, for ex ample attics, basements and garden sheds, where the aim of heating appliances is usually to save stora ge space from exposure to frost or moist air. Since a large number of Germans live in flats, without ga rdens and attics, and generally have wellheated cellars, demand for heating appliances, which was quite low anyway, was further diminished. COMPETITIVE LANDSCAPE Apart from a relatively strong share for private label, the three largest players in the category were S everin Elektrogeräte GmbH (13%), Beurer GmbH & Co KG and De Longhi Deuschland GmbH (both with 10%), all of which enjoy strong reputations in the categories in which they were present. Over the forecast period, retail value sales of heating appliances are expected to decline to less than 54 million in constant value terms. The decline of the category experienced during the review period i Customer Service Hotline:400-666-1917 Page 11 of 25

s expected to continue over the forecast period. CATEGORY DATA Table 64 Sales of Heating Appliances by Category: Volume 2005-2010 Table 65 Sales of Heating Appliances by Category: Value 2005-2010 Table 66 Sales of Heating Appliances by Category: % Volume Growth 2005-2010 Table 67 Sales of Heating Appliances by Category: % Value Growth 2005-2010 Table 68 Company Shares of Heating Appliances 2006-2010 Table 69 Brand Shares of Heating Appliances 2007-2010 Table 70 Forecast Sales of Heating Appliances by Category: Volume 2010-2015 Table 71 Forecast Sales of Heating Appliances by Category: Value 2010-2015 Table 72 Forecast Sales of Heating Appliances by Category: % Volume Growth 2010-2015 Table 73 Forecast Sales of Heating Appliances by Category: % Value Growth 2010-2015 Home Laundry Appliances in Germany - Category Analysis Home laundry appliances in Germany were not affected by the global economic and financial crisis a nd the following recession at all and were able to grow in 2010 again, both in retail value and volume t erms. Demand of premium products with innovative, technologicallyadvanced features was especially strong. Despite the usually considerably higher unit prices of those a ppliances, an increasing number of consumers thought about the longterm costs and decided that those initially higher prices were amortised through lower energy and wate r costs after a comparatively short period, although unit prices declined overall. COMPETITIVE LANDSCAPE As far as volume sales of home laundry appliances were concerned, in Germany in 2010 the largest s hare was achieved by Bosch & Siemens Hausgeräte GmbH with 33%, followed by AEG- Electrolux Deutschland GmbH with 14%, Bauknecht Hausgeräte GmbH with 11% and Miele & Cie K G with 9%. All these companies offer a wide range of premium brands and products, which enjoy hig h awareness and excellent images among consumers. Over the forecast period, retail value sales of home laundry appliances are expected to grow at a CA GR of 1% in constant value terms, to reach 2,278 in 2015. All categories are expected to participate i n this successful development, which will be mainly fuelled by innovative energy- and watersaving appliances. The constantly rising energy bills of German households will be a very important s ales point. Customer Service Hotline:400-666-1917 Page 12 of 25

CATEGORY DATA Table 74 Sales of Home Laundry Appliances by Category: Volume 2005-2010 Table 75 Sales of Home Laundry Appliances by Category: Value 2005-2010 Table 76 Sales of Home Laundry Appliances by Category: % Volume Growth 2005-2010 Table 77 Sales of Home Laundry Appliances by Category: % Value Growth 2005-2010 Table 78 Sales of Automatic Tumble Dryers by Format: % Breakdown 2005-2010 Table 79 Sales of Automatic Washing Machines by Format: % Breakdown 2005-2010 Table 80 Sales of Automatic Washing Machines by Volume Capacity: % Breakdown 2005-2010 Table 81 Company Shares of Home Laundry Appliances 2006-2010 Table 82 Brand Shares of Home Laundry Appliances 2007-2010 Table 83 Forecast Sales of Home Laundry Appliances by Category: Volume 2010-2015 Table 84 Forecast Sales of Home Laundry Appliances by Category: Value 2010-2015 Table 85 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2010-2015 Table 86 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2010-2015 Irons in Germany - Category Analysis Retail value sales (as well as volume sales), of irons declined in 2010 for the second year in a row, th is time by 2% to 230 million. There were two main reasons for the limited success of irons in Germa ny, apart from the negative effects of the recession, which were considered to be small by most expert s. Changes in consumer lifestyles and changes in clothing trends are contributing to decreasing deman d for irons. Particularly among younger people, ironing is widely considered to be tedious and a waste of time. Furthermore, the invention of creasefree clothing and fabrics is also negatively affecting demand for irons. COMPETITIVE LANDSCAPE The majority of volume sales of irons in Germany are in the hands of only four competitors: Groupe SEB Deutschland GmbH (with a volume share of 37%), Philips GmbH (19%), Braun GmbH (16%) an d Bosch & Siemens Hausgeräte GmbH (13%). These companies have been present in irons in German y for a long time, thus their products enjoy high awareness and good reputations among consumers. Over the forecast period, retail sales of irons in Germany are expected to decline at a CAGR of 1% i n constant value terms to 214 million, down by 16 million compared to 2010. Maturity and saturatio n will remain the main factors affecting the category and manufacturers as well as retailers are not exp ected to be able to overcome the declining demand for irons in Germany. Customer Service Hotline:400-666-1917 Page 13 of 25

CATEGORY DATA Table 87 Sales of Irons: Volume 2005-2010 Table 88 Sales of Irons: Value 2005-2010 Table 89 Sales of Irons: % Volume Growth 2005-2010 Table 90 Sales of Irons: % Value Growth 2005-2010 Table 91 Unit Sales of Irons by Format: % Breakdown 2005-2010 Table 92 Company Shares of Irons 2006-2010 Table 93 Brand Shares of Irons 2007-2010 Table 94 Forecast Sales of Irons: Volume 2010-2015 Table 95 Forecast Sales of Irons: Value 2010-2015 Table 96 Forecast Sales of Irons: % Volume Growth 2010-2015 Table 97 Forecast Sales of Irons: % Value Growth 2010-2015 Large Cooking Appliances in Germany - Category Analysis Large cooking appliances in Germany only declined by 1% in retail value terms to 2,247 million in 2010, despite the continuing effects of the global economic and financial crisis and the following reces sion on the one hand and the lack of real innovation on the other hand. Unlike refrigeration appliances and home laundry appliances, energy efficiency was a much less important factor in large cooking app liances. Sales in the category were, therefore, mainly determined by replacement cycles, while value s ales also depended to a considerable degree on the ability of manufacturers and retailers to convince c onsumers to trade up to more premium products. COMPETITIVE LANDSCAPE Volume sales of large cooking appliances in Germany continue to be dominated by Bosch & Siemen s Hausgeräte GmbH, which sold two out of every five appliances in Germany in 2010, with a share of 40%. The company is present with very popular, highquality premium brands such as Bosch, Siemens, Neff, Constructa and Gaggenau. Other competitors with a noticeable share are AEG- Electrolux Deutschland GmbH with 10% and Miele & Cie KG with 9% in volume terms. Over the forecast period, retail value sales of large cooking appliances are expected to decline at a C AGR of 1% in constant value terms to 2,188 million. It will remain difficult for manufacturers to co me up with innovative new products which justify a higher price position or even trigger replacement sales when the old appliances remain functional. The key reason for this is the fact that energy efficien Customer Service Hotline:400-666-1917 Page 14 of 25

cy plays a much smaller role in large cooking appliances, due to the shorter periods of usage. CATEGORY DATA Table 98 Sales of Large Cooking Appliances by Category: Volume 2005-2010 Table 99 Sales of Large Cooking Appliances by Category: Value 2005-2010 Table 100 Sales of Large Cooking Appliances by Category: % Volume Growth 2005-2010 Table 101 Sales of Large Cooking Appliances by Category: % Value Growth 2005-2010 Table 102 Sales of Built-in Hobs by Format: % Breakdown 2005-2010 Table 103 Sales of Ovens by Format: % Breakdown 2005-2010 Table 104 Sales of Cookers by Format: % Breakdown 2005-2010 Table 105 Sales of Range Cookers by Format: % Breakdown 2005-2010 Table 106 Company Shares of Large Cooking Appliances 2006-2010 Table 107 Brand Shares of Large Cooking Appliances 2007-2010 Table 108 Company Shares of Built-in Hobs 2006-2010 Table 109 Company Shares of Ovens 2006-2010 Table 110 Company Shares of Cooker Hoods 2006-2010 Table 111 Company Shares of Built-in Cooker Hoods 2006-2010 Table 112 Company Shares of Freestanding Cooker Hoods 2006-2010 Table 113 Company Shares of Cookers 2006-2010 Table 114 Company Shares of Range Cookers 2006-2010 Table 115 Forecast Sales of Large Cooking Appliances by Category: Volume 2010-2015 Table 116 Forecast Sales of Large Cooking Appliances by Category: Value 2010-2015 Table 117 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2010-2015 Table 118 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2010-2015 Microwaves in Germany - Category Analysis For the rather disappointing development of retail value and volume sales of microwaves in German y in 2010 a number of factors were responsible. Many consumers remain wary of microwave technolo gy and believe that food cooked in a microwave is unhealthy, or at least that the microwave destroys t he quality and taste of food. Also, with improvements in modern ovens and cookers, which increasingl y include technologicallyadvanced features such as grilling and steaming, a considerable proportion of consumers prefer those a ppliances over microwaves. COMPETITIVE LANDSCAPE Customer Service Hotline:400-666-1917 Page 15 of 25

Several companies held doubledigit shares in microwaves in 2010 in terms of volume sales, namely Sharp Electronics (Europe) Gmb H with 18%, Samsung Electronics Deutschland GmbH with 12%, Clatronic GmbH with 11% and LG Electronics GmbH with 10%. Compared to the other categories of major appliances, microwaves there fore showed a quite different competitive environment, and most of the companies present had their fo cus on consumer electronics, such as Sharp, Samsung and LG. Over the forecast period, retail value sales of microwaves in constant value terms are expected to dec line at a CAGR of 2% to reach 153 million, down around 14 million compared to 2010. Modern ov ens and cookers with technologicallyadvanced features will continue to erode the share of microwaves in Germany. CATEGORY DATA Table 119 Sales of Microwaves by Category: Volume 2005-2010 Table 120 Sales of Microwaves by Category: Value 2005-2010 Table 121 Sales of Microwaves by Category: % Volume Growth 2005-2010 Table 122 Sales of Microwaves by Category: % Value Growth 2005-2010 Table 123 Sales of Microwaves by Type 2009-2010 Table 124 Company Shares of Microwaves 2006-2010 Table 125 Brand Shares of Microwaves 2007-2010 Table 126 Microwaves by Distribution Format: % Analysis 2005-2010 Table 127 Forecast Sales of Microwaves by Category: Volume 2010-2015 Table 128 Forecast Sales of Microwaves by Category: Value 2010-2015 Table 129 Forecast Sales of Microwaves by Category: % Volume Growth 2010-2015 Table 130 Forecast Sales of Microwaves by Category: % Value Growth 2010-2015 Personal Care Appliances in Germany - Category Analysis Personal care appliances saw an increase in retail value sales in Germany in 2010, with sales rising b y 4% to 908 million. This was the result of several factors. On the one hand, changing lifestyles and t he developing health and wellness trend meant that all products with a healthy positioning were able to benefit. For such products, consumer demand was especially strong for the highpriced, premium brands of leading manufacturers. Germans tried to save money in areas other than tho se affecting their appearance or improving their health. COMPETITIVE LANDSCAPE Customer Service Hotline:400-666-1917 Page 16 of 25

The top two players in a rather fragmented and thus very competitive category in Germany in 2010 were Braun GmbH with a 20% volume share and Philips GmbH with 18%. Both offered many produc ts that enjoy high awareness and strong reputations among German consumers. They also constantly i nvest in research and development and are thus able to frequently launch new and innovative products. Over the forecast period, retail value sales of personal care appliances are expected to grow at a CA GR of 2% in constant value terms to reach 992 million, up by 84 million compared to 2010. Most c ategories are expected to contribute to this growth, which will be based on the ongoing importance of consumer lifestyles and the health and wellness trend, as well as the constant activities of the main pla yers in terms of research and development, marketing and sales. CATEGORY DATA Table 131 Sales of Personal Care Appliances by Category: Volume 2005-2010 Table 132 Sales of Personal Care Appliances by Category: Value 2005-2010 Table 133 Sales of Personal Care Appliances by Category: % Volume Growth 2005-2010 Table 134 Sales of Personal Care Appliances by Category: % Value Growth 2005-2010 Table 135 Sales of Body Shavers by Format: % Breakdown 2005-2010 Table 136 Sales of Body Shavers by Power Source: % Breakdown 2009-2010 Table 137 Sales of Hair Care Appliances by Format: % Breakdown 2005-2010 Table 138 Company Shares of Personal Care Appliances 2006-2010 Table 139 Brand Shares of Personal Care Appliances 2007-2010 Table 140 Forecast Sales of Personal Care Appliances by Category: Volume 2010-2015 Table 141 Forecast Sales of Personal Care Appliances by Category: Value 2010-2015 Table 142 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2010-2015 Table 143 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2010-2015 Refrigeration Appliances in Germany - Category Analysis After a considerable increase in 2008, retail value sales of refrigeration appliances were relatively sta ble in Germany in 2009 and in 2010. Issues in favour of the category s development, such as the intro duction of innovative, energy-saving products or largescale promotional activities by manufacturers of branded products and retailers alike were countered b y factors limiting the category s success, such as the effects of the global financial and economic crisis and the following recession. Customer Service Hotline:400-666-1917 Page 17 of 25

COMPETITIVE LANDSCAPE The clear category leader in refrigeration appliances in Germany in 2010 remained Bosch & Siemens Hausgeräte GmbH with a volume share of 30%, followed by Liebherr- Hausgeräte GmbH with 14%, AEG- Electrolux Deutschland GmbH with 9%, Miele & Cie KG with 7% and Bauknecht Hausgeräte GmbH with 6%. All these companies continue to offer high quality products and brands with an excellent rep utation among German consumers. Over the forecast period, retail value sales of refrigeration appliances in Germany are expected to de cline at a CAGR of 1% in constant value terms to 1,835 million in 2015, down 100 million compare d to 2010. CATEGORY DATA Table 144 Sales of Refrigeration Appliances by Category: Volume 2005-2010 Table 145 Sales of Refrigeration Appliances by Category: Value 2005-2010 Table 146 Sales of Refrigeration Appliances by Category: % Volume Growth 2005-2010 Table 147 Sales of Refrigeration Appliances by Category: % Value Growth 2005-2010 Table 148 Sales of Electric Wine Coolers/Chillers by Format: % Breakdown 2005-2010 Table 149 Sales of Freezers by Format: % Breakdown 2005-2010 Table 150 Sales of Freezers by Volume Capacity: % Breakdown 2005-2010 Table 151 Sales of Fridge Freezers by Format: % Breakdown 2005-2010 Table 152 Sales of Fridge Freezers by Static Vs Frost-Free: % Breakdown 2009-2010 Table 153 Sales of Fridge Freezers by Volume Capacity: % Breakdown 2005-2010 Table 154 Sales of Fridges by Format: % Breakdown 2005-2010 Table 155 Sales of Fridges by Static Vs Frost-Free: % Breakdown 2009-2010 Table 156 Sales of Fridges by Volume Capacity: % Breakdown 2005-2010 Table 157 Company Shares of Refrigeration Appliances 2006-2010 Table 158 Brand Shares of Refrigeration Appliances 2007-2010 Table 159 Company Shares of Built-in Fridge Freezers 2006-2010 Table 160 Company Shares of Freestanding Fridge Freezers 2006-2010 Table 161 Company Shares of Built-in Fridges 2006-2010 Table 162 Company Shares of Freestanding Fridges 2006-2010 Table 163 Forecast Sales of Refrigeration Appliances by Category: Volume 2010-2015 Table 164 Forecast Sales of Refrigeration Appliances by Category: Value 2010-2015 Table 165 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2010-2015 Customer Service Hotline:400-666-1917 Page 18 of 25

Table 166 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2010-2015 Small Cooking Appliances in Germany - Category Analysis Retail value sales of small cooking appliances as well as the value sales of every category therein grew again in 2010, this time by 3% to 1,150 million. A similar, positive development was observed for volume sales as well. The small cooking appliances category was able to benefit from a number of factors in Germany. The proportion of homecooked food being consumed is increasing, on the one hand due to the health and wellness trend (hom e-cooked food is considered to be healthier than restaurant or takeaway food) and on the other due to the economic uncertainties with people going out less often. Furthe rmore, reflecting the convenience trend, the small cooking appliances category offers new food solutio ns that are tasty, easy and fun to make, for example pancakes and waffles. COMPETITIVE LANDSCAPE The small cooking appliances category is rather fragmented as far as the competitive environment is concerned, largely because the category includes a wide range of quite different products. Two compa nies recorded volume shares of over 10% in Germany in 2010, namely Groupe SEB Deutschland Gmb H (15%) and Severin Elektrogeräte GmbH (14%). Both benefited from strong consumer awareness, w ith their brands enjoying a good reputation. Over the forecast period, retail value sales of small cooking appliances are expected to grow at a CA GR of 1% in constant value terms to reach 1,194 million, up by 44 million compared to 2010. The o ngoing strong health and wellness trend, the convenience trend, as well as marketing and sales activiti es of manufacturers and retailers alike will mean that there is still room for growth. However, all futur e success is measured against a higher base, while aspects such as maturity and saturation will become more important. CATEGORY DATA Table 167 Sales of Small Cooking Appliances by Category: Volume 2005-2010 Table 168 Sales of Small Cooking Appliances by Category: Value 2005-2010 Table 169 Sales of Small Cooking Appliances by Category: % Volume Growth 2005-2010 Table 170 Sales of Small Cooking Appliances by Category: % Value Growth 2005-2010 Table 171 Unit Sales of Coffee Machines by Format: % Breakdown 2005-2010 Table 172 Company Shares of Small Cooking Appliances 2006-2010 Table 173 Brand Shares of Small Cooking Appliances 2007-2010 Customer Service Hotline:400-666-1917 Page 19 of 25

Table 174 Forecast Sales of Small Cooking Appliances by Category: Volume 2010-2015 Table 175 Forecast Sales of Small Cooking Appliances by Category: Value 2010-2015 Table 176 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2010-2015 Table 177 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2010-2015 Small Kitchen Appliances (Non-Cooking) in Germany - Category Analysis In Germany in 2010, retail value sales of small kitchen appliances (noncooking) grew by 4% to 197 million. In the absence of new, innovative, technologicallyadvanced features, this positive development was mainly a result of an improvement in design features. For example, the materials used in production, the colour, the use of sleek lines, etc, were able to mot ivate consumers to replace their existing appliances. COMPETITIVE LANDSCAPE The largest player in small kitchen appliances in Germany is Bosch & Siemens Hausgeräte GmbH w ith a 2010 share of 22% in volume terms. The company benefits from its wellknown and popular premium brands and focuses on innovative new product designs. Other players wit h a significant share are petraelectric Peter Hohlfeldt GmbH & Co with 18%, Severin Elektrogeräte GmbH with 11% and SEB Gro upe Deutschland GmbH with 10%. Over the forecast period, retail value sales of small kitchen appliances in constant value terms are ex pected to increase at a CAGR of 1% to 210 million. This further growth will be largely a result of the ongoing activities of manufacturers of branded products as they concentrate on new product develop ment, especially in terms of design and other innovative features. CATEGORY DATA Table 178 Sales of Small Kitchen Appliances (Non-cooking) by Category: Volume 2005-2010 Table 179 Sales of Small Kitchen Appliances (Non-cooking) by Category: Value 2005-2010 Table 180 Sales of Small Kitchen Appliances (Non-cooking) by Category: % Volume Growth 2005-2010 Table 181 Sales of Small Kitchen Appliances (Non-cooking) by Category: % Value Growth 2005-2010 Table 182 Company Shares of Small Kitchen Appliances (Non-cooking) 2006-2010 Table 183 Brand Shares of Small Kitchen Appliances (Non-cooking) 2007-2010 Table 184 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Category: Volume 2010- Customer Service Hotline:400-666-1917 Page 20 of 25

2015 Table 185 Forecast Sales of Small Kitchen Appliances (Non-cooking) by Category: Value 2010-2015 Table 186 Forecast Sales of Small Kitchen Appliances (Noncooking) by Category: % Volume Growth 2010-2015 Table 187 Forecast Sales of Small Kitchen Appliances (Noncooking) by Category: % Value Growth 2010-2015 Vacuum Cleaners in Germany - Category Analysis Retail value sales of vacuum cleaners in Germany declined by 1% to 727 million in 2010. This was a result of the fact that the basic conditions in favour of the category s development were slightly wea ker than those opposing it. Among those factors which were able to boost sales of vacuum cleaners in Germany were new, innovative technological features such as allergy protection and improved energy efficiency as well as bagless technology. However, overall the category is very mature, with a high de gree of saturation and the trend towards hard floors, which are cleaned with vacuum cleaners much les s often, did not support the category. COMPETITIVE LANDSCAPE The category leader in vacuum cleaners remained Royal Appliance International GmbH with a volu me share of 18%, followed by AEG- Electrolux Deutschland GmbH (15%), Bosch & Siemens Hausgeräte GmbH (15%) and Miele & Cie KG (9%). These companies offer wellknown brands, with the focus of Royal Appliance (through the Dirt Devil brand) being on the midto lowprice range, and the focus of the other leading operators being on products within the premium price r ange. Over the forecast period, retail value sales of vacuum cleaners in Germany are expected to decline at a CAGR of 1% in constant value terms to 694 million in 2015, down 33 million compared to 2010. The overall maturity and saturation of the category on the one hand and the ongoing trend towards har d floors, which can be cleaned with other cleaning products, means very limited growth opportunities for vacuum cleaners in Germany. CATEGORY DATA Table 188 Sales of Vacuum Cleaners by Category: Volume 2005-2010 Customer Service Hotline:400-666-1917 Page 21 of 25

Table 189 Sales of Vacuum Cleaners by Category: Value 2005-2010 Table 190 Sales of Vacuum Cleaners by Category: % Volume Growth 2005-2010 Table 191 Sales of Vacuum Cleaners by Category: % Value Growth 2005-2010 Table 192 Unit Sales of Vacuum Cleaners by Format: % Breakdown 2005-2010 Table 193 Unit Sales of Vacuum Cleaners by Power Source: % Breakdown 2005-2010 Table 194 Company Shares of Vacuum Cleaners 2006-2010 Table 195 Brand Shares of Vacuum Cleaners 2007-2010 Table 196 Forecast Sales of Vacuum Cleaners by Category: Volume 2010-2015 Table 197 Forecast Sales of Vacuum Cleaners by Category: Value 2010-2015 Table 198 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2010-2015 Table 199 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2010-2015 访问中商情报网 :http://www.askci.com 报告在线阅读 : http://www.askci.com/enreports/2011/07/15135365351.shtml 三 研究机构 中商情报网 (http://www.askci.com) 是中国行业市场研究咨询 市场调研咨询 企业上市 IP O 咨询及并购重组决策咨询 项目可行性报告 项目商业计划书 项目投资咨询等专业的服务机构 致力于为企业中高层管理人员 企事业发展研究部门人员 市场研究人士 咨询行业人士 投资银行专家 个人投资者等提供各行业丰富翔实的市场研究报告和商业竞争情报数据 ; 为国内外的行业企业 研究机构 社会团体和政府部门提供专业的行业市场研究 商业分析 投资咨询 兼并重组决策及战略咨询服务 中商情报网从创建之初就矢志成为中国专业的商业信息收集 研究 传播的资讯情报服务机构, 通过多年的积累中商情报网已经构建了包括政府部门 行业协会 专业调查公司 自有调查网络等多种渠道 多层面的数据来源 ; 建立起上百个行业及企业的庞大商业情报数据库 ; 并形成了多十种专业研究分析模型和研究方法 ; 中商情报网始终坚持研究的独立性和公正性, 其研究结论和研究数据广泛被媒体采用 Customer Service Hotline:400-666-1917 Page 22 of 25

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开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智汇咨询服务有限公司帐号 :40000 2180 92000 40881 备注 : 此帐户可开具增值税普通发票 开户行 : 中国工商银行深圳黄贝支行 指定账号 开户名 : 深圳中商智业投资顾问有限公司 帐号 :40000 2181 9200 122593 备注 : 此帐户可开具增值税专用发票 开户行 : 中国建设银行北京丰台支行开户名 : 中商智汇 ( 北京 ) 咨询有限公司帐号 :1100 1016 2000 5303 4444 备注 : 此帐户只可开具增值税普通发票 款到后, 发票随后寄发 此账号为唯一指定账号 电话 :400-666-1917 传真 :(0755)25407715 联系方法 深圳地址 : 深圳市福田区红荔路 1001 号银盛大厦 7 层邮编 :518000 北京地址 : 北京市右安门外大街 99 号国内贸易工程设计研究院 5 层 501 室邮编 :100069 网址 :http://www.askci.com 电邮 :service@askci.com 备注 请将订阅信息填好后, 传真至我中心客服部, 款到后发票随后寄发 Customer Service Hotline:400-666-1917 Page 25 of 25