Midea saw the strongest sales, taking the top two spots at 12,000 and 11,000 units respectively. According to Chinese internet buyers of the bestselling Midea MM721NG1-PS, Midea's products had high C/P (cost-performance) ratio and stylish design.

By contrast, renowned microwave brand Panasonic, which delivered the best performance among foreign brands, sold only close to 500 units, suggesting that foreign brands face stiff competition with Chinese brands on Tmall.

Analysis of data collected further showed that an equal percentage of male and female shoppers bought Chinese branded ovens, with an average age of 25 to 29. The majority of shoppers who bought foreign microwave ovens were male shoppers aged between 30 to 34 and 40 to 49.

As for distribution by region, buyers of Chinese branded microwave ovens mainly live in Guangdong, Jiangsu, Zhejiang, and Shandong while those who bought foreign products live in Shanghai, Jiangsu, and Jilin.