Guangdong Xinbao Electrical Appliances Holdings

What Guangdong Xinbao Electrical Appliances Holdings does

Guangdong Xinbao Electrical Appliances Holdings Co., Ltd. (SZSE: 002705) is a Chinese small domestic appliance (SDA) manufacturer founded in 1995 and headquartered in Foshan, Guangdong. The company operates through a dual model: an OEM/ODM manufacturing business serving global brands and retailers across 120+ countries, and a portfolio of proprietary brands (Donlim 东菱, Morphy Richards 摩飞, Barsetto 百胜图, Mingzhan 鸣盏, T-MOW, Gevilan 歌岚) sold primarily through domestic e-commerce. It is recognized as China's largest exporter in ten major appliance categories (electric kettles, blenders, drip coffee makers, toasters, bread makers, and others) with annual sales volume exceeding 1.5 billion units, four production bases (Foshan Leliu, Foshan Xingtan, Chuzhou, and Lamongan, Indonesia), over 30 specialized subsidiaries, and 30,000+ employees including 3,100+ in R&D.

The company's product portfolio spans eight major categories: kitchen appliances, household/life appliances, baby and child appliances, pet appliances, refrigeration appliances, personal care appliances, commercial appliances, and power/garden tools, with 5,100+ patents (330+ invention patents) supporting the range. Technology infrastructure includes a four-tier innovation system (foundational research through cutting-edge development), a self-developed edge-and-cloud dual AI model platform integrated with robotics and IoT, and the Digital Xinbao platform connecting approximately 150 internal systems and 1,400+ suppliers. AI features are embedded in flagship products such as the intelligent fabric recognition steam station, the T-MOW autonomous robotic lawn mower, the smart coffee maker with built-in weighing scale (Red Dot and iF Gold Award), and the AI voice-controlled smart stand mixer.

Revenue in 2025 was approximately RMB 16.2 billion (~$2.2 billion), reflecting roughly five years of measured growth from a RMB 13+ billion 2020 baseline after a 2022 cyclical trough. Customer relationships include multi-year OEM/ODM partnerships with retailers and brands such as Auchan Retail Group (since 2016, multiple supplier awards), De'Longhi Group (2021 Best Supplier), and Philips (2022 Innovation Award). Distribution runs through three channels: B2B OEM/ODM exports via global brand partners, B2C proprietary brand sales via Tmall, JD.com, and Douyin domestically, and direct B2B sales via the Canton Fair and other trade exhibitions. The company is publicly listed since January 2014 with cumulative dividends exceeding RMB 3 billion and over RMB 600 million in share repurchases.

Name

Guangdong Xinbao Electrical Appliances Holdings

Legal name

Guangdong Xinbao Electrical Appliances Holdings Co., Ltd.

Website

https://donlim.com

Company type

Public

Founded year

1995

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Guangdong Xinbao Electrical Appliances Holdings is a Chinese manufacturer of small domestic appliances operating an OEM/ODM business serving global brands across 120+ countries and a portfolio of proprietary brands including Donlim, Morphy Richards, Barsetto, Mingzhan, and T-MOW, spanning kitchen, household, baby/child, pet, refrigeration, personal care, commercial, and garden tool categories.

Ownership category

akta.pro rank

Product category

Small Home Appliances Manufacturing

NAICS

Small Electrical Appliance Manufacturing (33521), Household Appliances, Electric Housewares, and Consumer Electronics Merchant Wholesalers (42362)

SIC

Household Appliances (3630), Electric Housewares & Fans (3634)

akta.pro primary industry

Consumer Electronics & Appliances Marketplaces (CRAFABAD)

akta.pro secondary industry

Big-Box Electronics + Small Appliances Retail (CRACAAAC)

Keywords

• Small home appliance manufacturing
• OEM ODM manufacturing services
• Kitchen appliance design
• Consumer electronics production
• Brand portfolio management

Headquarters

HQ city

Foshan

HQ country

China

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. OEM/ODM Manufacturing: Original design manufacturing and original equipment manufacturing for global brands. Xinbao is recognized as China's largest exporter in ten major small appliance categories, ranking top nationally in exports of electric kettles, blenders, drip coffee makers, toasters, and bread makers for consecutive years. Provides full-service manufacturing from design through mass production.
2. Proprietary Brand Products: Multi-brand strategy including Donlim (东菱), Morphy Richards (摩飞), Barsetto (百胜图), Mingzhan (鸣盏), T-MOW, Gevilan (歌岚) brands. Brands target different product categories and platforms, with Morphy Richards and Donlim described as 'new sharp brands' achieving category leadership positions in domestic market.
3. Technical Service System: Diversified home appliance industry technical service system providing seven modules (separately or in combination): market strategy, design research, product realization, mold research, product certification testing, mass production technology research, brand design. Offers 'one-stop' personalized service solutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Guangdong Xinbao Electrical Appliances Holdings designs, manufactures, and sells small household electrical appliances across eight major categories including kitchen appliances, household/life appliances, baby and child appliances, pet appliances, refrigeration appliances, personal care appliances, commercial appliances, and power/garden tools. The company operates as a leading OEM/ODM manufacturer serving global brands (Auchan, De'Longhi, Philips) with annual production exceeding 150 million units, and also markets a portfolio of proprietary brands (DONGLING, Morphy Richards, Barsetto, Mingzhan, T-MOW, Gevilan) to domestic Chinese consumers. Products reach 120+ countries and regions, with a comprehensive one-stop technical service system providing market strategy, design R&D, mold research, certification testing, mass production, and brand design services.

Product overview

Guangdong Xinbao Electrical Appliances Holdings (Donlim/Xinbao Holdings) is a leading manufacturer of small home appliances (SDA) with a diversified portfolio across eight major product categories: kitchen appliances, household/life appliances, baby and child appliances, pet appliances, refrigeration appliances, personal care appliances, commercial appliances, and power/garden tools. The company operates multiple proprietary and sub-brands including DONGLING (东菱, core brand), MORPHY RICHARDS (摩飞, premium British design brand), BARSETTO (百胜图, coffee-focused), MINGZHAN (鸣盏, tea lifestyle), and T-MOW (premium robotic lawn mower). Key products include electric kettles, coffee makers (integrated grind-and-brew and smart models with built-in scales winning Red Dot and iF awards), smart multicookers/stand mixers with AI voice control and recipe storage, pool cleaning robots with app-based real-time control, smart robotic lawn mowers with centimeter-level GPS/AI/LiDAR navigation, fabric cleaners with drying functionality, and personal care devices. The portfolio spans from kitchen to home care, personal wellness, and outdoor/garden categories.

Differentiator

Problem solved

Functional benefit

Brands

• Morphy Richards (摩飞): Global premium creative small appliance brand originating from the UK, established in 1936. Acquired and operated in China by Xinbao since 2013. Known for British aesthetic design and lifestyle-oriented products across full-scenario categories.
• Dongling (东菱)
• Mingzhan (鸣盏)
• Bar Setto (百胜图)
• Ge Lan (歌岚)
• T-MOW

Products and services

• DONGLING (东菱) Core proprietary brand of Xinbao focusing on kitchen appliances and lifestyle appliances, delivering fun, novel, and refined small appliances for young consumers. Brand philosophy: 'Enjoy life' (趣享生活).
• Morphy Richards (摩飞) Global premium creative small appliance brand with 87-year British heritage, offering full-life-scenario product series with British aesthetic design, including juicers, fans, kettles, multifunctional pots, meat mincers, fruit vegetable cleaners, garment steamers, and more.
• Barsetto (百胜图) Coffee-focused brand targeting coffee enthusiasts with professional and semi-professional coffee machines including grind-and-brew integrated machines, electric grinders, smart pour-over coffee machines, and precision grinders.
• Mingzhan (鸣盏) Life tea brand and wholly-owned subsidiary (Guangdong Mingzhan Electric Appliance Co., Ltd.), focusing on tea appliances and tea-related products for home, office, and tea houses.
• T-MOW High-end intelligent robotic lawn mower brand for global courtyard and outdoor landscape scenarios, featuring centimeter-level precision, all-terrain adaptability, satellite positioning, AI vision, 3D LiDAR, intelligent driving and battery management.
• Kitchen Appliances Range includes electric kettles, drip coffee machines, toasters, bread makers, air fryers, ovens, blenders, hand mixers, stand mixers, juicers, coffee makers, and kitchen machines sold under proprietary brands and as OEM/ODM products.
• Household and Life Appliances Range includes steam stations, irons, steam brushes, air purifiers, humidifiers, canister vacuum cleaners, upright vacuum cleaners, fabric cleaners, pool cleaning robots, and robot lawn mowers.
• Baby and Child Appliances Range includes baby food makers, electric steam sterilizers, UV sterilizers, bottle warmers, and other infant care appliances.
• Personal Care Appliances Range includes electric toothbrushes, water flossers, egg-shaped facial cleansers, skincare refrigerators, facial massagers, makeup mirrors, and facial cleansing devices.
• Refrigeration Appliances Range includes ice makers, mini refrigerators, wine coolers, and other small refrigeration products.
• OEM/ODM Manufacturing Services Full-service original design and original equipment manufacturing of small domestic appliances for global brands across developed and emerging markets, covering market strategy, design R&D, mold research, product certification testing, mass production technology research, and brand design services.

Quantifiable outcome

• Largest Chinese exporter in ten major small domestic appliance categories
• +7 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• Foshan University (佛山科学技术学院)coreStrategic or Co-development Partner · 17 October 2024Academic partnership for the 'Key Technology for Coffee Preparation and Its Application Promotion' project that won the 2023 Guangdong Science and Technology Achievement Promotion Award. Joint research collaboration contributing to the conversion of cutting-edge sci-tech achievements into real productivity.
• Heyuan TCS Precision Technology Co., Ltd. (河源市集创兴科技有限公司)coreStrategic or Co-development Partner · 17 October 2024Co-development partner in the award-winning 'Key Technology for Coffee Preparation and Its Application Promotion' project. Three-way collaboration with Foshan University for technology commercialization.
• C9 Universities (Top-tier Chinese Universities)coreStrategic or Co-development Partner · 1 January 2024Recruitment partnership for attracting high-quality talent to the newly established Xinbao Electrical Appliances Research Institute. Emphasis on bringing in top graduate talent from leading universities.
• Indonesian Production Base PartnerscoreStrategic or Co-development Partner · 1 January 2024First overseas factory construction nearing completion in Indonesia (Lamongan). Marks Xinbao's progress in improving production capacity and global competitiveness, and a steady step towards growing its presence on the global stage.
• PhilipscoreChannel Partner/ Reseller/ Distributor · 1 January 2022OEM/ODM manufacturing partnership. Xinbao received the 2022 Philips Innovation Award recognizing outstanding innovation contributions as a supplier.
• De'Longhi GroupcoreChannel Partner/ Reseller/ Distributor · 1 January 2021OEM manufacturing partnership. Xinbao received De'Longhi's 2021 Best Supplier Award recognizing excellence in quality and service as a manufacturing partner.
• Auchan Retail GroupflagshipChannel Partner/ Reseller/ Distributor · 1 January 2016Formal strategic partnership established in 2016. Xinbao is one of Auchan's strategic suppliers. Achieved Gold Supplier status in 2017 and 2018, Best Quality Award in 2019, and 2022 Supplier Award for Best Compliance among 200+ suppliers. Partnership aligned on green products and Global Recycle Standard (GRS) certification.
• Multiple Universities for Training PartnershipscoreStrategic or Co-development Partner · 1 January 2004Dongling Academy, established in 2004, has built school-enterprise cooperation and training bases with multiple well-known universities. Equipped with intelligent control modern classrooms capacity of nearly 1,000 people for training and learning exchange.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• SharkNinja: US-based small appliance brand (vacuum, kitchen, outdoor) spun out from JS Global Lifestyle. Highly comparable growth profile and product mix; directly competes with Xinbao's Morphy Richards and Donlim brands in Western markets, particularly in kitchen and floor care.
• De'Longhi Group: Italian premium small appliance maker (coffee, kitchen, comfort). Both a major Xinbao OEM customer and a direct competitor in branded small appliances, especially in coffee machines and kitchen gadgets where both companies have significant European presence.
• Supor (苏泊尔): China-listed subsidiary of France's SEB Group; one of China's largest small appliance and cookware manufacturers. Competes directly with Xinbao in kitchen and household small appliances, and is also an OEM customer of similar Western brand partners.
• Joyoung (九阳): Chinese small appliance maker focused on soymilk makers, blenders, rice cookers, and kitchen gadgets. Direct competitor in the Chinese small appliance market with overlapping product categories and similar OEM + proprietary brand model.
• JS Global Lifestyle: Hong Kong-listed parent of SharkNinja; originated as a Chinese OEM (Joyoung parent) and pivoted to a branded small appliance powerhouse (SharkNinja) in the US. Most directly comparable business model: OEM heritage plus scaled proprietary B2C brands in kitchen and home appliances.

Broad incumbents

• Midea Group (美的): China's largest appliance manufacturer (white goods, kitchen, HVAC, robotics via KUKA). Much larger and broader than Xinbao but competes in overlapping small appliance categories and shares the Chinese OEM/ODM export ecosystem.
• SEB Group: French global small appliance group (parent of Supor, Tefal, Rowenta, Krups). Operates a global branded small appliance portfolio with manufacturing footprint that overlaps with Xinbao's OEM/ODM customer base; key reference competitor in the OEM-to-brand transition.
• Haier Smart Home (海尔): Global white goods leader (refrigerators, washing machines, air conditioners) with growing small appliance portfolio. Competes with Xinbao in selected categories and represents the upper end of scale in Chinese appliance manufacturing.
• Hisense Home Appliances (海信家电): China-listed subsidiary of Hisense Group covering air conditioners, refrigerators, and kitchen appliances. A broader-line Chinese appliance competitor with similar export orientation and growing international brand presence.
• Gree Electric Appliances (格力): China's largest air conditioner manufacturer and broader appliance maker. Adjacent competitor in the Chinese appliance export market; useful reference for scale, capital intensity, and Chinese A-share valuation benchmarks.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/guangdong-xinbao-electrical-appliances-holdings-co-ltd

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Guangdong Xinbao Electrical Appliances Holdings