Joyoung

What Joyoung does

Joyoung is a Jinan, China-based kitchen appliance manufacturer founded in 1994, producing small appliances oriented toward plant-based cooking. Its product line includes blenders, air fryers, soy milk makers, and self-cleaning kitchen tools, targeting consumers seeking plant-based and health-oriented cooking solutions, particularly in the soy milk maker category where the brand has historical category leadership.

The company operates with a workforce of 1001-5000 employees and maintains a US-facing consumer website at us.joyoung.com, indicating some level of cross-border distribution intent or ambition, although the site's current DNS resolution error suggests the channel may not be fully operational. Founder CJ Xuning Wang established the firm in 1994 and remains associated with it.

The business model is implicitly consumer-facing (B2C), with revenue mechanics tied to unit sales of small kitchen appliances through retail and e-commerce channels, but the available inputs do not disclose pricing, channel mix, or customer segments. No revenue, funding, or partnership data is available in the provided sources, so detailed business model and financial mechanics cannot be substantiated beyond what is described here.

Name

Joyoung

Website

https://us.joyoung.com

Company type

Private

Founded year

1994

Headcount range

1,001–5,000 employees

Short description

Joyoung is a Jinan, China-based kitchen appliance manufacturer founded in 1994 that designs and sells blenders, air fryers, soy milk makers, and self-cleaning tools for plant-based cooking consumers, with a US-facing website and 1001-5000 employees.

Ownership category

akta.pro rank

Product category

Small Kitchen Appliances

NAICS

Small Electrical Appliance Manufacturing (335210)

SIC

Electric Housewares & Fans (3634)

akta.pro primary industry

Food Prep Appliances Retail (Blenders, Mixers, Processors) (CRACADAD)

akta.pro secondary industry

Kitchen Countertop Appliances Retail (CRACADAA)

Keywords

• Small kitchen appliances
• Soy milk makers
• Plant-based cooking
• Air fryers
• Blenders and juicers

Headquarters

HQ city

Jinan

HQ country

China

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Core offering

Joyoung designs and manufactures small kitchen appliances targeted at plant-based and soy-centric cooking. Its product line includes blenders, air fryers, soy milk makers, and self-cleaning kitchen tools sold primarily to individual consumers through online and retail channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Soy milk makers Appliances designed to grind and process soybeans into soy milk at home for individual consumers interested in plant-based cooking.
• Blenders

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights3 records

Direct peers

• Instant Brands: Instant Brands (Instant Pot, Instant Vortex air fryer) is a direct peer in countertop cooking appliances, sharing the small kitchen appliance channel and consumer demographic.
• Vitamix: Vitamix is a direct peer in the high-performance blender segment, particularly relevant given Joyoung's plant-based cooking focus and soy milk maker positioning.
• Hamilton Beach Brands: Hamilton Beach is a direct peer in mainstream small kitchen appliances (blenders, air fryers, mixers), competing for similar mass-market retail shelf space and price points.
• SharkNinja: SharkNinja's Ninja brand is a direct peer in blenders and air fryers, targeting the same health- and convenience-oriented home cook with overlapping SKUs and similar price points.
• NutriBullet (Capital Brands): NutriBullet is a direct peer in personal blenders and food preparation appliances, competing in the same plant-based and smoothie-oriented consumer segment.
• Cuisinart (Conair): Cuisinart is a direct peer in countertop kitchen appliances including blenders, food processors, and air fryers, serving overlapping retail and consumer segments.

Broad incumbents

• Philips Domestic Appliances: Philips is a broad incumbent in kitchen appliances including blenders and air fryers; it competes with Joyoung in product categories but operates at much greater scale and geographic reach.
• Midea Group: Midea is a broad incumbent Chinese home appliance manufacturer with small kitchen appliances as one segment of a much larger portfolio; it competes with Joyoung especially in the Chinese market.
• SEB Group (Supor): SEB, owner of Supor, is a broad incumbent in small kitchen appliances and cookware with strong distribution in China; it overlaps with Joyoung's blender and cooking appliance categories.

Emerging players

• Bear Electric Appliance (小熊电器): Bear is a Chinese small kitchen appliance brand targeting younger consumers with creative small appliances; it is an emerging player overlapping Joyoung's soy milk maker and small kitchen tool categories in China.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/JoyoungOfficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Joyoung