“For our company, this market is definitely growing, and there is substantial room to grow, especially in the middle class, in which obviously everyone wants to try to put their hands on new products. This circumstance leads to more fierce competition. At the same time, the digital world is now enhancing consumer knowledge and understanding regarding the strength and weaknesses of respective brands of products. I have to believe that for traditional companies that used to sell through wholesale, it doesn’t matter which types of channel they sell through, they will start to realize the challenge is how to reach, educate and engage consumers." - Industry Participant

• There is no standard definition for premium cookware in China. For purposes of this research, premium cookware in China is priced over $140.