Supor Should Benefit From Ongoing Product Premiumization and Marketing Cost Savings

Founded in 1994, Supor has leveraged high brand equity and product quality to maintain leadership in China’s kitchen appliance and cookware markets over the past decade. We attribute Supor’s robust product sales growth to strong research and development capabilities, as well as extensive geographical coverage through omnichannel distributions. While the domestic cooking appliance sector features stiff competition, we view Supor as more resilient to price cuts than most peers, given its high brand awareness among consumers. Despite a heavy exposure to value-oriented products for the mass market, Supor’s namesake brand is on track to gradually upgrade its domestic product mix, in our view. Since Groupe SEB acquired a majority stake of Supor in 2007, the company has also introduced SEB’s premium brands, such as Tefal and WMF, to the China market.