冰箱市場半年報簡版

1、2019優(yōu)化產(chǎn)品結(jié)構(gòu)，迎合市場需求冰箱市場半年總結(jié)報告簡版2019年7月數(shù)據(jù)說明數(shù)據(jù)來源：中怡康推總、預(yù)測數(shù)據(jù)中怡康線下月度零售監(jiān)測數(shù)據(jù)中怡康線上周度零售監(jiān)測數(shù)據(jù)數(shù)據(jù)時間：2019年1-6月 VS 2018年1-6月同比增幅：可比口徑商場的同比增長率-2-GDP、房地產(chǎn)等宏觀因素拉力不斷減弱2017-2019國民生產(chǎn)總值季度同比情況2017-2019年6月全國商品房銷售面積累計同比情況6.9% 6.9%6.8% 6.8%6.8%6.8%6.6%30%20%25.1%19.5%16.1%6.7%6.4%6.2%10%15.7%14.3%14%12.7%7.7%8.2%10.3%1.3%3.34%

2、.2%4.0%7.9% 4.13%.6%2.9%2.21%.41%.3% -0.3%2019Q22019Q12018Q42018Q32018Q22018Q12017Q42017Q32017Q22017Q1-3.6%0%2.9%-0.9-%1.6%1-6月1-4月2019年1-2月1-11月1-9月1-7月1-5月1-3月1-12月1-10月1-8月1-6月1-4月2017年1-2月-1.8%-10%數(shù)據(jù)來源：公開媒體數(shù)據(jù)-3-各渠道、各城市級別市場表現(xiàn)低迷2017-2019YTD冰箱市場分渠道同比表現(xiàn)2017-2019YTD冰箱市場分城市級別同比表現(xiàn)10%5%0%-5%-10%-15%-20%

3、-25%-30%-9.3%201720182019YTD-4.2%-28.3%0.6%-8.3%8%6%4%2%0%-2%-4%-6%-8%-10%201720182019YTD-4.3%-3.9%-5.3%-6.4%百貨超市全國連鎖地方連鎖其它T1T2T3T4數(shù)據(jù)來源：中怡康線下月度數(shù)據(jù)監(jiān)測-4-500400單位：萬臺2019年H1零售量規(guī)模及同比2019H1冰箱市場負(fù)重前行284.2404.720%10%3002001000238.3167.5272.5270.310.9% 0%-10%-20%-30%200M1M2M3M4M5M62019年H1零售額規(guī)模及同比單位：億元 5.5% 20%

4、10%1638萬臺455億元+1.3%-2.3%100075.245.682.873.175.4103.30%-10%-20%-30%M1M2M3M4M5M6數(shù)據(jù)來源：中怡康推總數(shù)據(jù)-5-線下三門、多門拉動整體均價上漲，線上均價下滑2019年H1冰箱市場各產(chǎn)品種類均價對比整 體 市場單門雙門三門多門對開門線下增幅線上增幅8,0004.7%-10.2%-2.2%0.7%3.2%-2.0%-5.4%0.1%-6.9%-6.8%-1.0%-6.1%6,0004,0002,00004087427819991892705778699706183897117989042842178228621660645

5、13741665637055850573335613343201820192018 2019 2018 2019 2018 2019 2018 2019 20182019 數(shù)據(jù)來源：中怡康線下月度/線上周度數(shù)據(jù)監(jiān)測-6-價漲量跌2019H1冰箱線下市場主力品牌量價分析線下主力品牌結(jié)構(gòu)表現(xiàn)不盡相同12%博世，2.8%，-0.4%，199，8.8%結(jié)構(gòu)改善西門子，9.7%，-1.6%，170，8.1%海爾，36.2%，1.3%，117，7.0%美的，11.7%，0.8%，94，7.6% 美菱，9.1%，-0.1%，89，8.6%10%8%6%4% 容聲，10.7%，0.2%，90，8.3% 伊萊克

6、斯，3.4%，1.5%，52，9.2% 三星，2.5%，-0.7%，218，3.7%2% 松下，2.9%，-0.1%，197，1.5%0%零售額份額增減-2%-2%-1%-1%0%1%1%2%2%量價齊降-2%-4%均價-6%增幅 海信，4.4%，0.1%，78，-3.0%以價換量數(shù)據(jù)來源：中怡康線下月度數(shù)據(jù)監(jiān)測 圖例：品牌，零售額份額，零售額份額增減，價格指數(shù)，均價增幅-7-線下多門占據(jù)絕對地位，線上各品類發(fā)展均衡2019年H1線下、線上各門體零售額及增幅變化60%50%40%30%20%10%0% -18.4% 0.1%20182019同比48.9% 0.3% -11.6% 23.3%17

7、.0%10.6% -20.3%-18.9% 5%0%線下-5%-10%-15%-20%線上-25%60%50%40%30%20%10%0% 2.6% 1.4%20182019同比 10.7%10.5% 6.9% 27.1%25.0%17.2% 7.1% 29.3%12%10%8%6%4%2%0%單門雙門三門多門對開門單門雙門三門多門對開門數(shù)據(jù)來源：中怡康線下月度/線上周度數(shù)據(jù)監(jiān)測-8-25%20%15%10%5%2019年H1線下雙門各容積段零售量份額及同比變化雙門需求：190L+傾向風(fēng)冷、190L-傾向直冷量份額量同比行業(yè)：-5.4%行業(yè)：-22.4%250%200%150%100%50%0

8、%-50%0%150- 170- 190- 210- 230- 250- 270- 290- 310- 330- 330+150- 170- 190- 210- 230- 250- 270- 290- 310- 330-100%15021437167217341873206326533039332435305758均價注：風(fēng)冷+直冷=100%風(fēng)冷直冷824106011151586186423612398250519192619數(shù)據(jù)來源：中怡康線下月度數(shù)據(jù)監(jiān)測-9-三門需求：線下大容積高價，線上小容積低價2019年H1三門市場各容積段零售額及增幅變化20182019同比+7.7%線下均價線上1.

9、3%0.4%0.5%9.9%3.8%2.9%2018201918.6%19.5%43.3%0.7%120911.8%171921.6%199612.7%245230.1%27272.2%27192.4%328210.83553%7.6%7202200-220-240-260-280-300-320-340-340+91915051979217232833497394142166387數(shù)據(jù)來源：中怡康線下月度/線上周度數(shù)據(jù)監(jiān)測-10-多門需求：主力集中在四門，同時五門勢頭強勁2019年H1多門各品類零售額及同比變化100%80%20182019零售額同比 25.6% 4.5%4.9%30%20%

10、10%100%線80%下20182019零售額同比 40.7% 13.2%12.1% 10.5% 50%40%30%20%60%48.9%46.7%0%60% 5.9% 51.1%10%40%20%0%1.6% -7.3% 31.8%17.9%-23.4%1.9%-10%線上-20%-30%40%20%0%25.0% -34.5% 0.1%42.2%5.4%1.1%0%-10%-20%-30%-40%多門整體三門法式四門 十字四門五門六門多門整體三門法式四門 十字四門五門六門數(shù)據(jù)來源：中怡康線下月度/線上周度數(shù)據(jù)監(jiān)測-11-十字需求：線下主選450L-550L容積段產(chǎn)品2019年H1十字各容積

11、段零售額及同比2019年H1十字各品牌各容積段零售額份額分布50%20182019同比容積段400-450-500-550-600-600+海爾6.98.027.726.630.8容聲10.095.266.60.015.52.6美的49.79.639.70.9美菱14.728.552.34.5西門子100.0海信23.773.060.80.111.60.7行業(yè)均價4004514761137166915613082160%40%30% 107.5% 42.1%32.5% 134.8% 120%80%20%10%0%16.1%-25.7%11.6%2.8%1.3% -19.4% 22.0%7%9.

12、20.3%28.6%18.2% 40%10.3%12.8% -2.8% 0%-40%400-450-500-550-600-600+數(shù)據(jù)來源：中怡康線下月度數(shù)據(jù)監(jiān)測-12-十字需求：線上逐漸接受大容積產(chǎn)品2019年H1十字各容積段零售額及同比2019年H1十字各品牌各容積段零售額份額分布80%70%60%50%20182019同比 146.7% 71.2%64.4% 77.9% 160%容積段400-450-500-550-600-600+海爾0.681.89.51.76.5美的23.862.014.00.2容聲0.251546.60.01.20.6美菱48129.421.40.50.6西門子

13、100.0海信0.652244.12.30.8行業(yè)均價19723542409149721042512230120%80%.40%30% 50.9% 17.5% 1.4% .40%5.2%20%10%0%6.4%13.0%3.9% -30.6% 8.5%8%3.1.0%0.6%5.0%4.7%0%.-40%400-450-500-550-600-600+數(shù)據(jù)來源：中怡康線上周度數(shù)據(jù)監(jiān)測-13-40%線30%2019年H1五門分價格段零售份額及同比五門需求：雙線高端產(chǎn)品增長迅速20182019同比 490.4% 20.6%28.35.0% 160%0%120%下20%15.4% 13.4%14.0

14、%8.3%18.3% -55.9%27.3% 9.1%81.6%4.9% 61.2% 80%40%0%10%0%9.1%3.9% -26.3% 3.3%5.2%4.7%6.0%6.1%1.3%4.1%2.2%-40%-80%5000-6000-7000-8000-9000-10000-11000-12000-12000+40%線30% 97.2%23.32.5%31.6%25.7%20182019同比80.3% 63.9% 70.8% 123.0% 160%120%80%上20%10%1%10.9%7.7%15.1%14.45.3%1.1%1.4%0.9%3.3%5.0%5.8%3.8%3.2

15、%9.114.5% 40%0%-40%0%5000- -0.1% 6000-7000- -50.7% 8000-9000-10000-11000-12000-12000+-80%數(shù)據(jù)來源：中怡康線下月度/線上周度數(shù)據(jù)監(jiān)測-14-2019年H1對開門分價格段零售份額及同比4000-19.9%21.4% -4.1% 5000-12.5%11.5% -15.5% 6000-14.2%11.9% -23.4% 7000-12.4%15.6% 16.9% 8000-8.1% -8.5% 9000-6.5%5.8% -12.4% 10000-4.0% -8.8% 11000-6.0%20182019 -5

16、.7% 12000-4.8%3.9% -25.4% 12000+11.6% -3.3% 11.5%5.9%4.0%8.2%20192018雙開式三開式15.2%0.3%對開需求：6000-7000元三開式是線下新選擇點容聲BCD-558WKS1HPG美菱BCD-501WUP9B數(shù)據(jù)來源：中怡康線下月度周度數(shù)據(jù)監(jiān)測-15-對開需求：線上傾向高性價比產(chǎn)品2019年H1線上對開門分價格段零售份額及同比20182019同比50%45%40%35%30%25%20%15%10%5%0% 243.5% 5.5%1.7% 19.8% 29.4%32.9%36.2%34.2% 1.1 % 14.7% 12.1

17、%.8% -11 18.1% 6.5% 7.2%-34.4%4.9%3.0%6.5% 5.1% -16.1% 160%120%80%40%0%-40%-80%2000-3000-4000-5000-6000-7000-7000+數(shù)據(jù)來源：中怡康線上周度數(shù)據(jù)監(jiān)測-16-線下2019年H1分門體定/變頻零售額份額20182019雙門20182019線上性能需求：變頻產(chǎn)品 大勢所趨19.8%20.4%43.3%47.2%91.8%88.9%86.7%85.0%2018變頻定頻2019三門2018201920182019多門2018201920182019對開門201820194.5%2.5%19.2%24.9%77.7%81.6%67.5%69.