Dyson hopes to clean up in China (2)

Mutual embrace

Over the past two years, demand for high-end household electrical appliances has boomed in China despite slowing economic growth, according to a report by China Household Electrical Appliances Association. It also said that shrinking consumption of electrical appliances in general has polarized the high-end and low-end markets.

Sales of vacuum cleaners with prices higher than 1,999 yuan saw a 55 percent year-on-year increase in China last November, while those with prices lower than 299 yuan decreased by 39 percent, a GFK China report said.

People's desire for well-designed, fun-to-operate appliances with fashionable looks is growing fast. Over the past 12 months, middle- and high-end household appliances developed at a high-speed yet there is still great potential for growth. As international high-end brands enter China's market with outstanding sales performance, high-end household electrical appliances will also see a booming market in China over the next few years, the GFK China report said.

The Chinese have embraced Dyson Ltd's machines, the company said. They have high expectations of the technology Dyson Ltd uses, said James Dyson. So far, the company has stores in Beijing and Shanghai, where the residents with most purchasing power in the country live.

"There seems to be a real appetite for technology. We brought our newest machines to China for their launch: digital handheld cordless vacuum cleaners, bladeless fans and our most advanced cyclone technology that doesn't lose suction," said James Dyson.

To him, the difference between the Chinese market and that of the rest of the world is scale and variety, which makes it logistically challenging. But in terms of high-tech appliances, tastes are aligning globally.

"In the past we have designed smaller machines specifically for the Asian market. Now we are finding that the world over people want compact technology without compromising performance. This shift has been central to the growing popularity of our digital cordless vacuum cleaners and we look forward to seeing that growth continue," said James Dyson.