SIC 3634 Electric Housewares and Fans

SIC 3634

This category includes establishments primarily engaged in manufacturing electric housewares for heating, cooking, and other purposes; and electric household fans, except attic fans. Important products of this industry include household-type ventilation and exhaust fans; portable household cooking appliances, except convection and microwave ovens; electric space heaters; electrically heated bed coverings; electric scissors; and portable humidifiers and dehumidifiers. Establishments primarily engaged in manufacturing attic fans and industrial and commercial exhaust and ventilation fans are classified in SIC 3564: Industrial and Commercial Fans and Blowers and Air Purification Equipment; and those manufacturing room air-conditioners and humidifying and dehumidifying equipment, except portable, are classified in SIC 3585: Air-Conditioning and Warm Air Heating Equipment and Commercial and Industrial Refrigeration Equipment.

NAICS CODE(S)

335211

Electric Houseware and Fan Manufacturing

333414

Heating Equipment (except Electric and Warm Air Furnaces) Manufacturing

INDUSTRY SNAPSHOT

Electric housewares and fans comprise a major portion of the widely diverse products of the general housewares category, ranking third in shipments—refrigeration is first and laundry equipment second. In the early 2000s there were approximately 100 companies in this industry, and shipment values totaled $2.3 billion. Moving into the middle of the decade, the biggest sellers in this diverse industry were in kitchenwares, as consumers began spending more time at home. Specialty products for at-home pampering were driving much of the growth. Conair Corp. and Salton Inc. were two of the big names in this industry in 2004.

ORGANIZATION AND STRUCTURE

Little product from the electric housewares and fans sector was sold directly from the manufacturer to the consumer. Instead, manufacturers sold to mass distribution networks on a wholesale basis, using account representatives who not only knew the company's product line but also the best way to market the products. Mass market discounters, drug stores, and supermarkets had the lion's share of sales.

Manufacturers engaged in national advertising and promotion campaigns, headlining the product and directing customers to major retail chains. One very successful advertising medium for the industry continued to be the infomercial. By packaging advertising material as a television talk show and featuring celebrity guest appearances, manufacturers could capture consumer attention and dramatically raise awareness of new products. Consumers seemed to like the option of getting detailed information on a product without the pressure of dealing directly with a salesperson. Infomercials were used to target specific television audiences as a direct sales pitch or to supplement national advertising campaigns. They also appeared in the stores as part of point-of-purchase displays. In 2003, Ti...

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