洗衣機(jī)市場(chǎng)預(yù)測(cè)

1、www.avc-市場(chǎng)規(guī)模：“穩(wěn)”字當(dāng)頭，2021年洗衣機(jī)市場(chǎng)增速不會(huì)大起大落6506596767197457617077585.8%1.5%2.6%6.2%3.7%-7.1%7.2%銷額（億元）同比2.2%347635073637368836863829368338910.6%0.9%3.7%1.4%-0.1%3.9%-3.8%5.7%2014201520162017201820192020F2014-2021年洗衣機(jī)零售額規(guī)模及同比2021F2014-2021年洗衣機(jī)零售量規(guī)模及同比銷量（萬(wàn)臺(tái)）同比123國(guó)內(nèi)疫情日趨穩(wěn)定，大爆發(fā)的可能性微乎其微洗衣機(jī)更新?lián)Q代需求市場(chǎng) 平穩(wěn)洗衣機(jī)產(chǎn)品迭代步伐穩(wěn)

2、健有力2014201520162017201820192020F2021F數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）全渠道推總預(yù)測(cè)數(shù)據(jù)渠道表現(xiàn)：線上發(fā)力，電商成為企業(yè)利潤(rùn)主要增長(zhǎng)點(diǎn)，占比有望進(jìn)一步提升2014-2021年洗衣機(jī)線上市場(chǎng)零售占比走勢(shì)21.5%30.7%39.9%47.0%54.3%63.9%66.0%13.1%9.1%15.4%22.7%29.6%34.6%39.0%47.7%48.7%2014201520162017201820192020F2021F零售量占比零售額占比2014-2021年洗衣機(jī)分渠道零售同比表現(xiàn)33.8%51.0%38.6%21.1%15.3% 13.7%3.6%-5.5

3、%-6.2%-3.3%-3.6%-4.8%-20.4%9.3%5.3%-40.0%-20.0%0.0%20.0%40.0%60.0%80.0%2014201520162017201820192020F 2021F線上零售額同比72.0%線下零售額同比www.avc-數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）線上、線下監(jiān)測(cè)數(shù)據(jù)-9.0%0.0%-9.8%-4.1%1.2%3.9%7.9%10.2%5.2%-2.7%-6.3% -5.6%8.5%8.6%9.2%9.0%11.7%3.0%5.8%5.2%20.01 20.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 2

4、0.10價(jià)格表現(xiàn)：原材料漲勢(shì)不停，預(yù)計(jì)2021年上半年均價(jià)同比仍將呈現(xiàn)上漲之勢(shì)1299134713731445148614271433143619542027207629442783265424972283186818801860194820211987192019482014201520162017201820192020F2021F2014-2021年洗衣機(jī)市場(chǎng)分渠道均價(jià)變化線上均價(jià)線下均價(jià)整體均價(jià)www.avc-數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）線上、線下監(jiān)測(cè)數(shù)據(jù)2015-2020主要原材料價(jià)格表現(xiàn)情況2020年洗衣機(jī)市場(chǎng)分月均價(jià)同比走勢(shì)線上均價(jià)同比線下均價(jià)同比wo產(chǎn)品趨勢(shì)一：結(jié)構(gòu)方面，洗烘一

5、體機(jī)市場(chǎng)增長(zhǎng)仍有空間10.6%46.5%6.2%32.9%3.8%37.3%4.8%24.6%3.5%24.8%3.2%26.3%3.5%25.7%3.5%2.9%9.0%8.7%8.1%8.3%8.7%49.6%42.7%44.2%38.3%33.4%31.1%5.5%17.6%19.1%25.6%28.4%30.9%201520182021F歷年線上產(chǎn)品零售額結(jié)構(gòu)變化單雙缸占比27.1%3.6%20162017定頻波輪占比變頻波輪占比20192020F滾筒單洗占比洗烘一體占比1.5%1.0%0.8%0.8%0.7%0.6%25.3%1.8%20.0%15.7%12.5%10.1%7.9%6

6、.9%13.0%12.0%11.8%12.4%11.9%12.5%50.1%51.6%49.0%41.5%35.6%12.4%32.1%30.1%9.8%15.0%22.5%32.8%41.1%47.3%49.8%20182021F歷年線下產(chǎn)品零售額結(jié)構(gòu)變化201520162017ww.a單v雙c-缸m占r.比c m定頻波輪占比變頻波輪占比20192020F滾筒單洗占比洗烘一體占比歷年洗烘一體機(jī)規(guī)模及同比360.649660564822.1%7.1%11.1%7202017201820192020F2021F37.4% 銷量（萬(wàn)臺(tái)）同比14919726330232.7%2.8%27011.9%

7、2017銷額（億元）同比33.1%201820192020F2021F數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）線上、線下監(jiān)測(cè)及全渠道推總數(shù)據(jù)www.avc-產(chǎn)品趨勢(shì)二：容量趨于同質(zhì)化，10KG一騎絕塵，超大容量緩慢發(fā)展3.6%5.2%5.4%5.5%5.6%28.4% 22.5%15.5% 11.2% 10.1%29.5%18.5%11.0%7.1%6.1%30.6%37.0%43.7%41.6%40.3%8.5%11.2%13.9%14.3%11.0%17.8%20.6%02.19%03.36%0.3%1.1%1.3%線上波輪1213.10%2.2%5422.5%111110.3%3.7%2.2%6.8

8、%12.52.81%31.3%5.7%3.2%0.5%5.1%1.53%72017 2018 2019 2020F 2021F 2017 2018 2019 2020F 2021F線上滾筒3.2%012103.3%2.4%6.1%5.1%2.1%.381%22.6%8.7%4.0%0.3%.607%7.8%61.3%71.6%歷年洗衣機(jī)線上細(xì)分容量段零售結(jié)構(gòu)3.0%2.9%8.0%5.2%31.76%31.85%30.3%14.8%9.0%3.7%3.2%31.0%36.4%32.2%28.3%27.4%6.9%7.6%7.2%8.0%13.7% 15.6%11.4% 24.5%28.0% 2

9、8.5%12.8%20.1%25.7% 26.9%0.4%0.8%0.8%1.6%1.7%17年18年19年2020F 2021F線下波輪10.1Kg+9.1-10.0Kg8.6-9.0Kg8.1-8.5Kg7.6-8.0Kg6.6-7.5Kg3.6-6.5Kg-3.5Kg10.93%17年18年3.5%3.0%6.3%7.0%6.3%0.63%6.1%3.2%2.3%3.8%1.5%7.7%0.5%8.4%1.6%0.525%3215.6%5.5%0.213%0.42%22114.4% 12.2%24669.7%71.2%9.4%10.1%19 年 2020F 2021F線下滾筒歷年洗衣機(jī)線

10、下細(xì)分容量段零售結(jié)構(gòu)數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）線上、線下監(jiān)測(cè)數(shù)據(jù)www.avc-產(chǎn)品趨勢(shì)三：健康功能和分類洗滌產(chǎn)品獲得發(fā)展空間線上2020年上市的銷量TOP200機(jī)型中， 帶有健康功能的機(jī)型數(shù)量2021年分區(qū)洗衣機(jī)市場(chǎng)規(guī)模預(yù)測(cè)數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）全渠道推總及預(yù)測(cè)數(shù)據(jù)18.0 億元 20 億元2020 零售額2021 年零售額 1 4 . 1 億元20 億元2020 年零售額2021 年零售額 功能賣點(diǎn)單雙缸波輪滾筒高溫1798自清潔16291紫外線除菌-12銀離子除菌-2121機(jī)型總數(shù)量237998通過(guò)2020年上市的新品情況可一窺2021年的趨勢(shì)， 現(xiàn)階段，健康洗滌的洗衣機(jī)產(chǎn)品逐漸

11、普及，高溫除 菌、清潔功能的滲透率越來(lái)越高，尤其在滾筒洗衣機(jī) 類型中，高溫洗滌程序幾乎成為標(biāo)配，同時(shí)紫外線、 銀離子等多種除菌方式也在普及。2021年迷你洗衣機(jī)市場(chǎng)規(guī)模預(yù)測(cè)現(xiàn)階段，迷你洗銷售以線上為主，迷你 波輪和壁掛洗衣機(jī)同比呈現(xiàn)增長(zhǎng)態(tài)勢(shì)， 且中高端市場(chǎng)份額增長(zhǎng)，市場(chǎng)競(jìng)爭(zhēng)結(jié)構(gòu) 不斷優(yōu)化。未來(lái)，迷你洗有望獲得進(jìn)一 步發(fā)展。分區(qū)洗市場(chǎng)活躍度提升，線上分區(qū)洗 同比漲幅超100%，線下亦呈大幅增 長(zhǎng)態(tài)勢(shì)。在卡薩帝、COLMO等品牌 的角逐下，分區(qū)洗市場(chǎng)方興未艾。www.avc-產(chǎn)品趨勢(shì)四：圍繞洗衣機(jī)，品牌商逐漸向以干衣機(jī)為主的衣物洗護(hù)圈擴(kuò)展洗衣機(jī)干衣機(jī)衣物 護(hù)理機(jī)內(nèi)衣機(jī)洗鞋機(jī)洗干 套裝專用 洗滌劑電子 鞋柜4.77.813.019.930.141.835.5%2.0133.5% 140.2%66.0%52.9%51.8% 38.8%2021F2014-2021年干衣機(jī)零售額規(guī)模及同比銷額（億元）1 1 12373624101378517211023215019426032836930244728725738447319.0119.0219.0319.0419.0519.0619.0719.0819.0919.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.10電子鞋柜洗鞋機(jī)內(nèi)衣機(jī)套購(gòu)市場(chǎng)