【家電報告】2022年Q3廚房小家電市場分析報告

奧維云網(wǎng)(AVC)2022年10月目錄CONTENT11【消費保守】整體經(jīng)濟消費低迷背景之下，讓消費者購買極度保守-08-07-06-05-04-03-02-012021-122021-112021-10-09-08-07-06-05-04-03-02-012020-122020-112020-10-09-08-07-06-05-04-03-02-01比走強興起輕易不買買新物種87極度注重實87用性數(shù)據(jù)來源：奧維云網(wǎng)(AVC)依據(jù)公開數(shù)據(jù)整理-4-67%61%【渠道占比67%61%2014-20222014-2022M9小家電市場銷額線上比重變化趨勢2%49.7%49.7%%2%連續(xù)月度分線上分渠道占比變化情況專業(yè)電商平臺電商連續(xù)月度分線上分渠道占比變化情況專業(yè)電商平臺電商抖音電商8.6%13.8%15.2%17.4%16.2%11.5%20.6%21.2%19.4%2014-2022H1小家電市場銷量線上比重變化趨勢83%2014201520162017201820192020202122M1-922.0122.0222.0322.0422.0522.0622.0722.0822.09數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上監(jiān)測數(shù)據(jù)1861842182142062091972031861842182142062091972032019-2022年H1歷年中國廚房小家電市場分渠道市場均價變化線下均價(元)線下均價(元)2.3%2.7%5.3%5.4%7.8%8.2%8.0%6.8%4.5%4547647845463459553553834248.2%-5.2%4.6%10.4%13.0%10.9%0.4%2.4%5.8%201520162017201820192020202122YTD22M122M222M322M422M522M622M722M822M09化產(chǎn)品設計很大程度異于傳統(tǒng)產(chǎn)品，差異化方向包含外觀、痛點功能解決，能夠更好的滿足消費者使用痛點。整體宏觀環(huán)境的低迷化產(chǎn)品設計很大程度異于傳統(tǒng)產(chǎn)品，差異化方向包含外觀、痛點功能解決，能夠更好的滿足消費者使用痛點。整體宏觀環(huán)境的低迷，消費者購物保守讓消費增加了門檻，產(chǎn)品的設計要有較高的實用性才能刺激消費者購買。相對偏中高端系列小家電產(chǎn)品受到歡迎(產(chǎn)品均價高于行業(yè)均價依然受到消費者青睞)【產(chǎn)品端】：高品質產(chǎn)品深受消費者追捧，紛紛迎來紅利產(chǎn)品(舉例)(行業(yè))“聚嗨盤”5)1.6%(418)(311)+1.1%22電飯煲1 1 4.3%0.3%201520162017201820192020202122YTD%電飯煲線上市場零售額規(guī)模及同比變化趨勢2022YTD電飯煲市場規(guī)模情況電飯煲線下市場零售額規(guī)模及同比變化趨勢15.3%9592906050%201520162017201820192020202122YTD數(shù)據(jù)來源：奧維云網(wǎng)(AVC)推總數(shù)據(jù)-10-2022Q3線上電飯煲市場分價格段零售額走勢1.2%j.1000-1499f2022Q3線上電飯煲市場分價格段零售額走勢1.2%j.1000-1499f-499a3.7%2.6%3.4%4.4%2.3%4.2%5.8%13.3%22.8%15.9%13.8%6.6%2%【價格段】：電飯煲價格段整體向中高端轉移2022Q3線下電飯煲市場分價格段零售額數(shù)據(jù)來源：奧維云網(wǎng)(AVC)監(jiān)測數(shù)據(jù)-11-1.7%8.2%10.6%17.2%17.31.7%8.2%10.6%17.2%17.3%9.9%7.1%9.5%9.6%6.3%2.0%0.6%0.5%l.≥4000-0.4%j.1500-1999-0.5%g.600-699-0.6%f.500-599e.400-4990.0%d.300-399-1.4%c.200-299-0.7%b.150-199-0.3%a.0-1492.4%k.2000-39992.9%i.1000-1499-2.9%h.700-99914.1%11.4%9.3%3%7%14.1%11.4%9.3%3%7%%2022年Q3線上電飯煲容積段占比變化2022年Q3月線下電飯煲容積段占比變化數(shù)據(jù)來源：奧維云網(wǎng)(AVC破壁機2018-2022年破壁機銷額同比變化情況52.6%103109102732018-2022年破壁機銷額同比變化情況52.6%103109102733%-6.6%.9%201820192020202122YTD201820192020202122YTD2022YTD破壁機市場規(guī)模情況22018-2022年破壁機銷量同比變化情況9.4%44.3%-19.7%32.數(shù)據(jù)來源：奧維云網(wǎng)(AVC1.7%1.3%0.8%-0.3%-2.5% -1.7%-1.7%-1.7%1.3%0.8%-0.3%-2.5% -1.7%-1.7%-2.5%4.5%6.4%2.3%0.4%10.1%27.6%43.1%1.8%0.1%0.0%0.0%0.4%0.0%j.2000-2499f-799a2022Q3線上破壁機市場分價格段零售額走勢202022Q3線上破壁機市場分價格段零售額走勢3.1%3.1%1.4%7%3.1%25.4%21.4%7%3.1%25.4%21.5%22.7%10.9%9.1%2.5%0.4%0.0%0.0%j.2000-2499f-799a數(shù)據(jù)來源：奧維云網(wǎng)(AVC)監(jiān)測數(shù)據(jù)【容積段】：中等容量破壁機市場份額上漲明顯2022年Q3線上破壁機容積段占比變化2022年Q3月線下破壁機容積段占比變化aLbLLcLLdLLeLa.＜1Lb.1L-1.2Lc.1.2L-1.5Ld.1.5L-1.75Le.≥1.75L46.1%%%7.1%%11.4%3.2%2.5%3.2%2.5%數(shù)據(jù)來源：奧維云網(wǎng)(電蒸鍋-10.7%-10.7%-12.7%-20.7%%%%46.6%26.5%21.8%16.6%1.71.72.02.22.75.37.79.82022年線上電蒸鍋年度零售規(guī)模及同比變化2022年線下2022年線上電蒸鍋年度零售規(guī)模及同比變化49.6%5%49.6%5%數(shù)據(jù)來源：奧維云網(wǎng)(2022Q3線上電蒸鍋市場分價格段零售額走勢f-29910.4%e.200-2592022Q3線上電蒸鍋市場分價格段零售額走勢f-29910.4%e.200-259a94.8%26.9%5.0%3.8%15.0%22.3%14.4%4.6%7.9%數(shù)據(jù)來源：奧維云網(wǎng)(AVC)監(jiān)測數(shù)據(jù)-19-【價格段】：產(chǎn)品升級帶動高端價格段市場份額大幅度提升2022Q3線下電蒸鍋市場分價格段零售額hf-299hf-299a.0-793.9%2.8%2.9%1.7%55.455.4%11.0%11.811.8%55.7%6.56.5%2022年Q3線上電蒸鍋容積段占比變化玻璃瓷金屬其他塑料2022年Q3線上電蒸鍋容積段占比變化玻璃瓷金屬其他塑料52.3%7%57.1%數(shù)據(jù)來源：奧維云網(wǎng)(AVC)監(jiān)測數(shù)據(jù)【容積段】：線上市場塑料透明可視化蒸屜電蒸鍋備受消費者喜愛21Q3