【奧維報告】2022年中國家庭影音設(shè)備市場總結(jié)報告

(萬臺)(億元)%9%(微投+激光).3%17%6%78%8%1%(含組合)--數(shù)據(jù)來源：奧維云網(wǎng)(AVC)全渠道推總數(shù)據(jù)/線上監(jiān)測數(shù)據(jù)5.6%%%18.3%%-7.3%-14.2%-16.3%-2.7%23.6%彩電：市場整體需求不振，全年量額規(guī)模呈下滑態(tài)勢5.6%%%18.3%%-7.3%-14.2%-16.3%-2.7%23.6%2月中國彩電市場全渠道銷量走勢銷量(萬臺)同比 0022.0122.0222.0322.0422.0522.0622.0722.0822.0922.1022.1122.122月中國彩電市場全渠道銷額走勢銷額(億元)同比%022.0122.0222.0322.0422.0522.0622.0722.0822.0922.1022.1122.12數(shù)據(jù)來源：奧維云網(wǎng)(AVC)全渠道推總數(shù)據(jù)彩電：消費升級驅(qū)動，大屏成為換代主流國彩電線上市場重點尺寸結(jié)構(gòu)2022年中國彩電線下市場重點尺寸結(jié)構(gòu)32"39"/40"42"/43"50"55"65"70"75"85"86"98"332"39"/40"42"/43"50"55"65"70"75"85"86"98"數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上監(jiān)測數(shù)據(jù)2017-2022年銷量走勢0029%27%34%36%028%60%52%47%22.0622.072017-2022年銷額走勢0033%22%35%15%77%76%48%%22.0122.0222.0322.0422.0522.0622.0722.0822.0922.122.1122.12數(shù)據(jù)來源：奧維云網(wǎng)(AVC)全渠道推總數(shù)據(jù)2017-2022年銷量走勢00137%60085%55%47%43%24%55%47%43%022.0122.0222.0322.0422.0522.0622.0722.0822.0922.1022.1122.122017-2022年銷額走勢00%42%-5%22.0122.0222.0322.0422.0522.0622.0722.0822.0922.1022.1122.12數(shù)據(jù)來源：奧維云網(wǎng)(AVC)全渠道推總數(shù)據(jù)2017-2022年銷量走勢050銷量(萬臺)銷量同比0336%321%%263%267-14%20%22.0122.0222.0322.0422.0522.0622.0722.0822.0922.122.1122.122017-2022年銷額走勢301%253%130%122%301%253%130%122%-7%22.0122.0222.0322.0422.0522.0622.0722.0822.0922.122.1122.12數(shù)據(jù)來源：奧維云網(wǎng)(AVC)全渠道推總數(shù)據(jù)2018年2019年2021年2022年36.5億元225元億元(+149%)3682萬臺(+127%)69.1188元(-16.4%)3770萬臺(+2.4%)74.3億元(+7.5%)197元(+4.8%)32018年2019年2021年2022年36.5億元225元億元(+149%)3682萬臺(+127%)69.1188元(-16.4%)3770萬臺(+2.4%)74.3億元(+7.5%)197元(+4.8%)3515萬臺(-6.8%)86.5億元(+16.4%)246元(+24.9%)2401萬臺(-31.7%)59.1億元(-31.6%)246元(+0.0%)2020年數(shù)據(jù)來源：奧維云網(wǎng)(AVC)全渠道推總數(shù)據(jù)智能音箱：小米、天貓、百度占據(jù)超九成份額，小米線上優(yōu)勢明顯2022年中國智能音箱線上市場品牌零售量結(jié)構(gòu)增長均價上升價下降下降下降數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上監(jiān)測數(shù)據(jù)數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上監(jiān)測數(shù)據(jù)3.8%12.8%便攜音箱：疫情嚴重影響活動場景向室內(nèi)轉(zhuǎn)移，戶外便攜需求回落，規(guī)模近乎腰斬3.8%12.8%2022年便攜音箱規(guī)模22022年便攜音箱規(guī)模銷量(萬臺)銷額(億元)銷量同比銷額同比535.0%5.3%-6.3%%%12.3%%12.6%%-31.3%%-35.7%%-47.7%-335.3%-6.3%%%12.3%%12.6%%-31.3%%-35.7%%-47.7%-38.5%-44.6%-41.7%-37.1%0M01M02M03M04M05M06M07M08M09M10M11M12數(shù)據(jù)來源：奧維云網(wǎng)(AVC便攜音箱：一番洗牌，TOP10品牌集中度增加，頭部品牌量額較同期均小幅提升2022年中國便攜音箱品牌銷量份額2022年中國便攜音箱品牌銷額份額30.0%25.0%20.0%15.0%10.0%5.0%0.0.30.0%25.0%20.0%15.0%10.0%5.0%0.0.(↑4.0%)(↑4.0%)TOP4.3%(↑7.6%)數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上監(jiān)測數(shù)據(jù).4%11.7%.4%11.7%2022年桌面(含組合)音箱規(guī)模22022年桌面(含組合)音箱規(guī)模銷量(萬臺)銷額(億元)銷量同比銷額同比143.7%100.0%3%%5.6%5.6%%0.6%0.6%-5.9%-40.1%-26.9%-40.1%0M01M02M03M04M05M06M07M08M09M10M11M12數(shù)據(jù)來源：奧維云網(wǎng)(AVC桌面音箱：桌面音箱品牌集中度較高，外資品牌占銷額份額8成左右2022年中國桌面音箱品牌銷量份額2022年中國桌面音箱品牌銷額份額30.0%25.0%20.0%15.0%0.0.30.0%25.0%20.0%15.0%0.0.TT5.3%%(↓0.5%)TOP(↓0.5%)(↑3.3%)3.1%(↑3.3%)3.1%3.1%數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上監(jiān)測數(shù)據(jù)數(shù)數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上監(jiān)測數(shù)據(jù)2022年回音壁(含組合)規(guī)模2022年回音壁(含組合)分月度規(guī)模%%%%%%%%銷量(萬臺)銷額(億元)銷量同比銷額同比0M01M02M03M04M05M06M07M08M09M10M11數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上監(jiān)測數(shù)據(jù)TOP2022年中國回音壁(含組合)品牌銷量份額2022年中國回音壁(含組合)品牌銷額份額10.0%20.0%0.30.0%40.0%10.0%20.0%0.30.0%40.0%