GfK2022上半年歐洲電子家電市場(chǎng)解析報(bào)告

歐洲電子家電市場(chǎng)解析2歐洲電子家電市場(chǎng)解析2022年上半年CharlieCai蔡凌GfK中國家電事業(yè)部總監(jiān)?GfK?GfK20101熱點(diǎn)事件對(duì)歐洲家電市場(chǎng)的影響2022年上半年消費(fèi)者信心下降俄烏沖突ShortagesofFMCGgoods.Rising俄烏沖突ShortagesofFMCGgoods.Risingenergycosts.Peopledisplacement.COVID-19COVIDstillaffectspeopleandbusinessbutalittlemorefreedomthan2020withOOHactivities疫情+戰(zhàn)爭(zhēng)，家電零售市場(chǎng)面臨前所未有挑戰(zhàn)全球GDP增長從2021年6.1%，降到2022年預(yù)計(jì)3.6%通貨膨脹通貨膨脹Inflationisreachinganalltimehigh.GDPforecastsarereviseddownwardsMarketDisruptions供應(yīng)鏈問供應(yīng)鏈問題Rawmaterialcostsarequitehigh,manufacturingcostareincreasing.Chipshortages.?GfK?GfKSource:oecd-economic-outlook-june-2022-presentation-OECD(oecd-ilibrary.?GfK俄烏戰(zhàn)爭(zhēng)導(dǎo)致歐元區(qū)GDP增長率預(yù)計(jì)的大幅調(diào)低對(duì)GDP增長點(diǎn)位的修正，Jun22vs.Dec21區(qū)GDP2022:+2.6%(reducedfrom4.3%)Feb24th–1stdayofconflicFeb24th–1stdayofconflictBigticketitemsareinhighestdemand–topitemsoften>1,000$inITandTelco.MDAprovidesdurabilityofthevaluegainedfromrubles.IT消費(fèi)電子21%26%28%31%俄羅斯:在大量保值消費(fèi)后市場(chǎng)迅速下滑，中國品牌份額提升1-Sep-22SalesvalueUSD(NSP)growthratevsweek1in%Week1–202022|俄羅斯200160通訊產(chǎn)品20016012080400-40-801234567891011121314151617181920 Growthbenchmarkedvsweek12022Source:MarketIntelligence:SalesTracking/weekly,calendarweek1–15,2022SalesvalueUSDsharesWeek1–202022|俄羅斯中國品牌份額Week7Week10Week15Week20?GfK27–27–June2022消費(fèi)者信心指數(shù)201720182019202020212022歐元區(qū)消費(fèi)者信心下滑明顯EEU102.11050-5-10-15-20-2599.6Jun21vs.95.895.6Jun222520151StateofConsumerTechnologyandDurablesWebinarSource:OECD;ConsumerConfidence:Amplitudeadjusted,Long-termaverage=100,Jan2008–Mar2022;China:onlyMay2022dataavailable6?GfK6歐洲和美國通貨膨脹率上漲明顯，土耳其、阿根廷、埃及通脹高企俄羅斯21.3%俄羅斯21.3%5.3%3.4%5.3%2.3%02.3%0.3%7.7%2.9%7.7%2.9%中東和中亞2.1%1.8%0中東和中亞2.1%1.8%0.9%13.2%12.8%10.5%東南亞3.8%2022F2023F拉美和加勒比3.2%拉美和加勒比3.2%%5.5%6.1%4.8%9.8%8.0%11.2%9.8%8.0%澳洲%3.9%2.7%Inflationrates,averageconsumerprices(in%change)Source:Inflationannual%changeIMFDataMapper|WEOApr2022WorldEconomicOutlook(April2022)-Inflationrate,averageconsumerprices()EUArea:AT,BE,CY,DE,EE,ES,FI,FR,GR,IR,IT,LT,LV,LUX,Malta,NL,PT,SK,SIMiddleEast&CentralAsia:beltfromMauretaniatoKazakhstan,incl.NorthAfrica,Somalia,Georgia,Pakistan?GfK全球原油和海運(yùn)成本雖有緩解，但還處于階段性高位Costsofproduction&shipmentstillonveryhighlevelsthoughPrices|growthratesvspreviousyear’smonthEuropeanfactoriesdoEuropeanfactoriesdonotproducethetotalproductlineofbrands-14%Jan-Jul22SteelCrudeOilJan-Jul22SteelLeadTimeChina->USChina->US63days-3%Jan-Jul22July2022Vs80daysDec2021LithiumJan-Jul22ShippingCostsallShippingCostsallroutes+3%ShippingCostsAsia>NorthEurope-22%July12,22vsJuly2021ShippingNorthEurope>USEastCoast+40%July12,22vsJuly2021Jan-Jul218cInsights?GfKSource:/commodities|Shippingcosts:,8cInsights?GfK歐洲家庭能源費(fèi)用上限上升近700歐歐洲家庭能源費(fèi)用上限上升近700歐元戰(zhàn)爭(zhēng)影響歐洲能源價(jià)格上漲明顯能源批發(fā)價(jià)格上漲，至少兩位數(shù)的增長歐歐洲15國能源價(jià)格指數(shù)變化(2009年1月=100)7/05/2022?GfK9MDA9AverageEURpricegrowth+/-%YoYFY2019ASPwasusedasbenchmark354€MDA-0.51.6%MDA9AverageEURpricegrowth+/-%YoYFY2019ASPwasusedasbenchmark354€MDA-0.51.6%1.2%0.1%-2.01.6%-0.50.7%0.9%0.2%-1.2-3.6-1.4-0.13.5%5.2%4.0%7.3%6.3%6.9%7.3%8.0%7.5%6.7%8.1%12.113.517.720.1Jan20Feb20Mar20Apr20May20Jun20Jul20Aug20Sep20Oct20Nov20Dec20Jan21Feb21Mar21Apr21May21Jun21Jul21Aug21Sep21Oct21Nov21Dec21Jan22Feb22Mar22Apr22May22歐洲大家電市場(chǎng)價(jià)格上升劇烈歐洲大白電9個(gè)產(chǎn)品均價(jià)變化走勢(shì)|AveragePricegrowth+/-%vsFY2019NewNewpricelevelsestablishedASPincreasein2021fromFebonwards1-Sep-22?GfK100202全球及歐洲家電市場(chǎng)趨勢(shì)變化年全球大小家電零售市場(chǎng)同時(shí)下滑Insertdate?GfK11消費(fèi)電子-6.7%辦公產(chǎn)品-8.5%IT產(chǎn)品-5.2%影像產(chǎn)品-12%410Bil.USD(-5.6%)Totalsales消費(fèi)電子-6.7%辦公產(chǎn)品-8.5%IT產(chǎn)品-5.2%影像產(chǎn)品-12%410Bil.USD(-5.6%)TotalsalesvalueUSDandgrowth%YTD2022大家電含空調(diào)-2.6%小家電-6,4%通訊產(chǎn)品-6.4%全球技術(shù)消費(fèi)電子產(chǎn)品零售市場(chǎng)(不含北美)在高位基礎(chǔ)上開始減速銷售額美元(NSP)in%/growthrateYoYin%B2CConsumerMarketYTD:Jan-Jun202210%10%2%21%1%8%43%15%Source:GfKMarketIntelligence:SalesTracking,InternationalCoverage(excl.NorthAmerica),USD(NSP)Value&growth2022vs2021,CEincludesMultifunctionalTechnicalDevicesandSDAincludesPersonalDiagnostics.June20221TCGConferenceDeckQ22022–GlobalStrategicInsights?GfK?GfK拉美中東&非洲發(fā)達(dá)亞太西歐、中東歐-14,拉美中東&非洲發(fā)達(dá)亞太西歐、中東歐-14,2獨(dú)聯(lián)體6全球(不含北美)彩電市場(chǎng)：今年上半年銷量同比延續(xù)下滑態(tài)勢(shì)，中東&非洲成為銷量唯一正增長區(qū)域Jan22-Jun227,38,9拉美中東&非洲發(fā)達(dá)亞太新興亞太西歐、中東歐獨(dú)聯(lián)體GLOBAL市場(chǎng)不含北美銷售額同比增長率%Jan22-Jun22全球-5,7全球4,8新4,8PRJ82721-RG5357026-RP35928484-ID553793281大家電(不含空調(diào))市場(chǎng)：在2021年高增長基數(shù)下呈現(xiàn)下跌態(tài)勢(shì)，發(fā)達(dá)亞洲和西歐銷售額下降新興亞太發(fā)達(dá)亞太拉美中東&非洲俄羅斯&烏克蘭&哈薩克斯坦西歐銷售額美元%654億美元640億美元3333118754323310985430Jan21-Jun21Jan22-Jun22銷售額同比(美元)-2.2%-2%-11%8%11%7%-1%-7%6/28/2022MarketIntellingence:SalesTracking,GlobalMDA9exNA?GfK14大家電上半年市場(chǎng)表現(xiàn)：嵌入式灶具企穩(wěn),其他產(chǎn)品下滑Jan-Jun2022–MDAEU23GrowthinUSD(NSP),SalesValueUSDGrowthGrowthrate+/-weekJan-Jun20225%0%-5%-10%-15%-20%-25%EU23:-7.1%油煙機(jī)微波爐冷柜干衣機(jī)05001,5001,00005001,500入式灶具洗碗機(jī)洗衣機(jī)入式灶具洗碗機(jī)洗衣機(jī)Growthrate+/-Jan-Jun2022SalesMioUSDJan-Jun2022SizeinvalueSalesMioUSDJan-Jun20222,0002,5003,0003,5004,0004,5005,000Source:GfKMarketIntelligence:SalesTracking1,caislobnaJlJour22:0G2l;bsallrelugeicUIsDigsal–lrckedproductgroupsforallGfKpanelmarket不含CIS?GfK15小家電市場(chǎng)：2022年上半年，發(fā)達(dá)亞洲和西歐的主要增長地區(qū)出現(xiàn)顯著減速新興亞太發(fā)達(dá)亞太拉美中東&非洲中東歐*西歐小家電合計(jì)：銷售額美元%350億美元316億美元24%24%18%7%6%10%36%19%5%5%9%39%22%Jan21-Jun21Jan22-Jun22Source:GfKMarketIntelligence:SalesTrackingex.NorthAmerica,IN,GR,EG,;CIS放到中東歐*PRJ249348-RG5804951-RP42286052銷售額美元同比-6%0%-10%13%8%-1%-14%?GfK歐洲小家電市場(chǎng)：空氣炸鍋和美發(fā)器保持高增長,其他產(chǎn)品下滑Jan-Jun2022–SDAEU23GrowthinUSD(NSP),SalesValueUSDGrowthrate+/-weekJan-Jun202230%15%0%-15%-30%Growthrate+/-Growthrate+/-Jan-Jun2022SalesMioUSDJan-Jun2022Sizeinvalue食物料理機(jī)SalesMioUSDJan-Jun202205001,0001,5002,0002,5003,0003,5004,000Source:GfKMarketIntelligence:SalesTracking,comparisonJan-Jun2022to2021;salesvalueUSDofalltrackedproductgroupsforallGfKpanelmarketEU23,不含CISPRJ249348-RG5804951-RP42286056?GfK17?GfK1811歐洲小家電市場(chǎng)還是以歐洲本土品牌占主導(dǎo)小家電-零售額占比%歐洲品牌中國品牌韓系品牌日系品牌美洲品牌46462660565652529977 51HY201HY211HY201HY21西歐中東歐SourceMarketIntelligenceSalesTracking,Period:Jan-Jun2022ValuetrendWashingFAFront9kgValuetrendWashingFAFront9kg+14WashingFAFront10kg+7Tumbledryers+8kg+13Ref.3+(excl.SBS)+10FSRef.Combibottom+200cmheight+2DWStandard+14placesets+14Ovens+75lt.+30ValuetrendWashdryer+2Smart*WM+16WMAutodosage+19Smart*Ref.+47Smart*Ovens+16Smart*Hobs+20Smart*Tumbledryers+18Smart*DW+11Hygiene&Well-BeingValuetrendWMwithSteam+23DrumCleanWM+22Drumshower/PowerjetWM+51Tumble.withsteam+45升級(jí)替換是歐洲家電消費(fèi)主旋律西歐14國家|2022年1-5月銷售額同比高配置便捷高端ValuetrendTumbleDryersHeatPump+2OvenswithSteam+7InductionFullflex+28Ventedhobs+42Ovenswithmeatprobe+13*Smartexcl.Check/Diagnosis19?GfK1-Sep-221MDATrendsin19?GfK63%62%39%36%6,66,923,024,78,6763%62%39%36%6,66,923,024,78,67,925,8,9ABCDEFGUNKNOWNn.a.歐洲消費(fèi)者愈加重視家電產(chǎn)品能效，會(huì)購買能效等級(jí)更高的產(chǎn)品EnergyEfficiency&NoiseLevelpartsofNEL63%35%35%19%EnergyFrostFreeNoiseLevelRapidFreezeEfficiencyWashEnergyNoiseLevelSpinSpeedProgrammesEfficiency冰箱、洗衣機(jī)、冷柜、洗碗機(jī)合計(jì)能效等級(jí)結(jié)構(gòu)西歐14國，0<750歐元，Jan-May2022銷量份額上架份額銷銷量份額上架份額8,17,522,921,77,07/05/2022gfknewronconsumer:ES,FR,GB,IT,PT,NL,BE,GR,DE?GfK20PRJ82721-RG4057395-RP40036951-ID586876980Old507A+++(2020)CDBA1,3021,146Old758A+++(2020)Old507A+++(2020)CDBA1,3021,146Old758A+++(2020)FEDCBANew732650535759消費(fèi)者對(duì)高能效產(chǎn)品的渴望伴隨著巨大的價(jià)格溢價(jià)MDA9|WEU14|AveragePriceNEWvsOLDEnergyLabel|YTDMay2022FAFront>8kgNewNew3624596345172DRBTMincl.Regular|NOFrostFullsize1,407New1,4071,107O1,107852703623545375A+++(2020)FEDCA+++(2020)1-Sep-22?GfK2120.525.428.932.320.525.428.932.3西歐14個(gè)國家|大家電監(jiān)測(cè)市場(chǎng)|歐元銷售額占比|2019年1-5月–2022年1-5月100%80%60%40%20%0%在線渠道線下渠道YTD2019YTD2020YTD2021YTD20221-Sep-22?GfK22對(duì)比2021;西歐五國今年primeday促銷周的表現(xiàn)偏弱銷售額增長:PrimeDay促銷周對(duì)比過去12個(gè)月周平均2021-PrimeDayWeek(Wk25)vsAvgWeekofpast12months2022-PrimeDay(Wk28)vsAvgWeekofpast12months18%通訊產(chǎn)品0%18%通訊產(chǎn)品大家電2大家電5%IT+辦公產(chǎn)IT+辦公產(chǎn)品-14%消費(fèi)電子0消費(fèi)電子-28%小家電31%小家電5%Source:MarketIntelligencesalesTrackingCountries:EU5Categories:*COOLING,WASHINGMACHINES,Categories:*COOLING,WASHINGMACHINES,AIRTREATMENT,VACUUMCLEANERS,SHAVERS,FOODPREPARATION,DENTALCARE,HOTBEVER.MAKER,MOBILECOMPUTING,MONITORS,MEDIATABLETS,Smartphones,LaserPrintingDevices,InkjetPrintingDevices,PTV/FLAT,Soundbar/base,AUDIOHOMESYS.,DESKC.excl.MEDIABOX&MEDIASTICK,HEAD