家電奧維月度數(shù)據(jù)點(diǎn)評：22M2線下零售復(fù)蘇緩慢原材料價格壓力仍在均價同比上漲

2022年3月2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評在，均價同比上漲122M1-2家電零售市場表現(xiàn)較弱，線上略好于線下。22M2線下、線上合計銷額分別同比下降10.55%，增長10.14%，1-2月線下、線上累計分別同比下滑17.79%、下滑1.45%。2月家電全品類線下、線上合計銷量分別同比下滑29.51%、上升2.19%，環(huán)比1月分別下降48.18%、下降36.3%，2月合計同比分別下滑27.80%、下滑11.19%。線下零售市場仍受多地疫情反復(fù)、地產(chǎn)數(shù)據(jù)偏弱等原因影響較大。示，空調(diào)/冰箱/洗衣機(jī)/彩電/干衣機(jī)線下渠道零售額分別同比-7.23%/-18.45%/-19.44%/-22.66%/+42.69%，均價分別同比上漲+7.63%/+14.81%/+9.73%/+18.98%/+4.36%；線上渠道零售額分別同比變化+28.24%/-1.42%/+5.38%/-10.85%/+164.23%,均價分別同比變化+11.57%/-0.56%/+2.48%/-7.99%/+4.61%。從市占率角度來看，空調(diào)品類，22M1-2美的/格力/海爾線下市占分別為33.71%/32.88%/15.53%，同比-3.00pct/+0.86pct/+0.75pct；美的/格力/海爾線上市占分別為42.11%/24.63%/11.00%，同比+11.49pct/-1.17pct/-6.30pct。顯示，油煙機(jī)/燃?xì)庠?集成灶/燃?xì)鉄崴?洗碗機(jī)線下渠道零售額分別同比變化-14.44%/-10.02%/+26.35%/-28.6%/+21.5%，均價分別同比上漲8.87%/7.97%/13.23%/3.67%/10.49%；線上渠道零售額分別同比變化+11.57%/+4.78%/+39.01%/-2.92%/+3.95%，均價分別同比變化+9.70%/+10.15%/+31.22%/+3.05%/+6.30%。從市占率來看，線下渠道火星人/美大/方太市占率分別為27.1%/14.93%/10.29%，分別同比+5.84pct/-2.2pct/+8.55pct，方太集成類產(chǎn)品市占率提升較快；線上渠道火星人/億田/美大市占率分別為23.76%/17.26%/8.03%，分別同比+3.82pct/+10.86pct/+2.75pct。小家電：傳統(tǒng)小家電需求仍較為疲軟，清潔電器景氣度有所減弱。22M1-2累計數(shù)據(jù)顯示，電飯煲/破壁機(jī)/養(yǎng)生壺/料理機(jī)/掃地機(jī)器人線下渠道零售額分別同比變化-19.27%/-38.52%/-28.51%/-39.52%/-7.40%，均價分別同比變化+5.95%/-7.51%/-2.10%/-1.13%/+71.71%；22M1-2線上渠道零售額分別同比變化-8.53%/-14.82%/-16.66%/-14.25%/+6.50%，均價分別同比變化-0.42%/-1.11%/+2.40%/+12.50%/+58.97%。掃地機(jī)品類中，22M1-2科沃斯/美的/石頭線下市占分別為85.90%/8.69%/1.33%，同比+2.16pct/+4.91pct/+1.07pct;科沃斯/云鯨/石頭線上市占分別為41.33%/14.91%/20.17%，同比-2.87pct/+6.63pct/+9.24pct。投資建議：22M1-2家電零售市場表現(xiàn)依然平淡，線上零售表現(xiàn)總體優(yōu)于線下，其中爾智家、科沃斯、石頭科技、火星人、億田智能、老板電器。風(fēng)險提示1疫情影響宏觀經(jīng)濟(jì)未能達(dá)到預(yù)期；海外疫情二次沖擊或?qū)⒂绊懠译姵黾矣秒娖鱸證券研究報告—行業(yè)點(diǎn)評相關(guān)研究報告《家電行業(yè)點(diǎn)評報告：部分小家電&廚電公司降，需求緩慢復(fù)蘇成本壓力仍中銀國際證券股份有限公司具備證券投資咨詢業(yè)務(wù)資格家用電器iwenzhangbocichinacom2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評2 1.行業(yè)終端零售數(shù)據(jù) 9 1.白色家電和彩電 102.廚房大電 17 2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評3 9 9 2占 2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評4 9元占 占 以上占 2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評5 下 同比 % % 元 2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評6 達(dá) 元占比 2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評7 元占比 1300-1999元占 2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評8 2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評9一.家電零售與出口月度數(shù)據(jù)跟蹤22M1-2家電零售市場表現(xiàn)較弱，線上略好于線下。22M2線下、線上合計銷額分別同比下降10.55%，增長10.14%，1-2月線下、線上累計分別同比下滑17.79%、下滑1.45%。2月家電全品類線下、線上合計銷量分別同比下滑29.51%、上升2.19%，環(huán)比1月分別下降48.18%、下降36.3%，2月合計同比分別下滑27.80%、下滑11.19%。線下零售市場仍受多地疫情反復(fù)、地產(chǎn)數(shù)據(jù)偏弱等原因影響較大。圖表1.家電全品類線下、線上銷額同比增速：22年2月分別同比下滑10.55%，上升10.14%100%80%60%40%20% 0%-20%-40%-60%-80%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02圖表2.家電全品類線下、線上銷量同比增速：22年2月分別同比下滑29.51%、上升2.19%60%40%20% 0%-20%-40%-60%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02圖表3.家電全品類線下、線上銷額環(huán)比增速：22年2月分別下滑53.93%、下降40.89%250%200%150%100% 50% 0% -50%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02線上圖表4.家電全品類線下、線上銷量環(huán)比增速：22年2月分別下降48.18%、下降36.3%120%100%80%60%40%20% 0%-20%-40%-60%20.0520.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.022022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評10二.家電終端零售子版塊數(shù)據(jù)跟蹤白色家電與彩電：奧維云網(wǎng)2月數(shù)據(jù)顯示，空調(diào)/冰箱/洗衣機(jī)/彩電線下渠道零售額分別同比+69.81%/-23.92%/-7.15%/-31.37%，均價分別同比上漲+15.27%/+17.03%/+14.02%/+19.56%；線上渠道零售額分別同比變化+128.04%/-13.69%/+20.68%/-17.58%,均價分別同比變化+16.07%/-6.86%/+3.99%/-11.69%?？照{(diào)環(huán)比1月下降28.45%、上升39.77%?？照{(diào)2月線下、線上銷額規(guī)模累計達(dá)到23.99億元、63.06億元，同比下降7.23%、下降28.24%.價格表現(xiàn)：空調(diào)單2月線下、線上均價分別為3956元、3395元，同比上漲15.23%、16.07%，環(huán)比1月下降6.08%、上漲4.91%。分品牌來看，2月美的/格力/海爾線下均價分別為4092元/4365元/4084元，分別同比上漲722元/406元/927元；美的/格力/海爾線上均價分別為3760元/3707元/3217元，分別同比變化+709元/+230元/+3元。品牌份額：單2月，美的/格力/海爾線下市占分別為31.51%/30.43%/16.25%，同比-6.59pct/+5.71pct/-2.26pct，環(huán)比1月-3.77pct/-4.21pct/+1.26pct；2月線下CR3達(dá)到78.2%，同比-3.14pct，環(huán)比1月-6.72pct。2月美的/格力/海爾線上市占分別為46.29%/21.77%/11.8%，同比+18.7pct/+1.54pct/-14.5pct，環(huán)比1月+10.02pct/-6.86pct/-1.92pct；2月線上CR3達(dá)到79.86%，同比+5.73pct，環(huán)比1月+69.09pct。2月美的/格力/海爾線下累計市占率分別為33.71%/32.88%/15.53%，同比-2.78pct/+1.46pct/+9.49pct；美的/格力/海爾線上累計市占率分別為42.11%/24.63%/11.00%，同比+31.18pct/-13.64pct/-14.79pct。圖表5.空調(diào)線下銷售額規(guī)模與同比變化：2月銷額規(guī)模為10.01億元，同比上升69.81%20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.027060504030200200%150%100%50%7060504030200銷額規(guī)模同比圖表6.空調(diào)線上銷售額規(guī)模與同比變化：2月銷額規(guī)模為36.76億元，同比下降128.04%20.0220.0420.0620.0820.1020.1221.0221.0420.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02250150%200100%15050%1000%50-50%0-100%銷額規(guī)模同比圖表7.空調(diào)線下銷售均價與同比變化：2月均價為3956元，同比上升15.23%圖表8.空調(diào)線上銷售均價與同比變化：2月均價為3395元，同比上漲16.07%4,5004,0003,5003,0002,5002,0001,5001,0005000 (元) (元)1,0008006004002000-200-400-600-80020.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02均價同比(右軸)4,0003,5003,0002,5002,0001,5001,0005000 (元) (元)8006004002000-200-400-600-80020.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02均價同比(右軸)圖表9.空調(diào)線下價格段占比：2月2300-3499元占比達(dá)32.89%，8000元以上占比達(dá)到15.65%100%90%80%70%60%50%40%30%20%10%0%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.022299-5500-64992300-34996500-79993500-41998000+4200-5499圖表10.空調(diào)線上價格段占比：2月2300-3499元占比達(dá)到7.44%，2299元以下占比達(dá)到10.12%00%90%80%70%60%50%40%30%20%10%0%20.0320.020.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.022299-5500-64992300-34996500-79993500-41998000+4200-5499圖表11.空調(diào)線下市場份額：2月美的、格力、海爾市占分別為31.51%，30.43%，16.26%00%90%80%70%60%50%40%30%20%10%0%9.109.119.1220.0120.0220.0320.0420.0520.0620.0720.089.109.119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02美的格力海爾海信惠而浦其他圖表12.空調(diào)線上市場份額：2月美的、格力、海爾市占分別為46.29%，21.77%，11.80%0%90%80%70%60%50%40%30%20%10%0%.10.11.10.11.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02美的格力海爾奧克斯TCL2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評112022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評1220.0220.042020.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.0220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02線下銷額規(guī)模線下同比均價同比(右軸)②冰箱環(huán)比1月下降58.07%、環(huán)比下降46.36%。冰箱2月線下、線上銷額規(guī)模累計達(dá)到34.02億元、80.18億元，同比下降18.45%、下降1.42%。價格表現(xiàn)：冰箱單2月線下、線上均價分別為5849元、2548元，同比上漲14.02%、上漲2.49%，環(huán)比12月下降6.48%、下降5.24%。品牌份額：單2月，海爾/美的/容聲線下市占分別為36.92%/14.07%/13.28%，同比-2.93pct/+1.75pct/+0.52pct，環(huán)比1月-2.93pct/+1.75pct/+0.52pct；2月線下CR3達(dá)到64.27%，同比上升1.94pct，環(huán)比1月下降0.66pct。2月海爾/美的/容聲線上市占分別為39.12%/18.58%/12.56%，同比+1.10pct/+0.10pct/-0.36pct，環(huán)比1月-1.74pct/+0.08pct/-0.78pct；2月線上CR3達(dá)到70.26%，同比上升0.86pct，環(huán)比1月下降2.44pct。2月海爾/美的/容聲線下累計市占率分別為38.99%/12.84%/12.92%，同比+4.22pct/+3.13pct/+5.73pct；海爾/美的/容聲線上累計市占率分別為40.25%/18.53%/13.07%，同比+3.66pct/-3.19pct/-2.39pct。圖表13.冰箱線下銷售額規(guī)模與同比變化：2月銷額規(guī)模為10.05億元，同比下降23.92% (億元)3530252050200%150%100%50%3530252050圖表14.冰箱線上銷售額規(guī)模與同比變化：2月銷額規(guī)模為27.99億元，同比下降13.69% (億元)90807060504030200140%120%100%80%6090807060504030200銷額規(guī)模同比圖表15.冰箱線下銷售均價與同比變化：2月均價為5210元，同比上漲17.03%6,0005,0004,0003,0002,0001,0000 (元) (元)20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.021,2001,0008006004002000-200-400圖表16.冰箱線上銷售均價與同比變化：2月均價為1996元，同比下降6.86%3,5003,0002,5002,0001,5001,0005000 (元) (元)20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.026005004003002000-200-300均價同比(右軸)2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評13圖表17.冰箱線下價格段占比：2月10000-19999元占比達(dá)到23.22%，6000-7999元占比達(dá)到19.82%20.0320.0420.0520.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0290%80%70%60%50%40%30%20%0%2999-8000-99993000-399910000-199994000-599920000+6000-7999圖表18.冰箱線上價格段占比：2月1000-1999元占比達(dá)到19.33%，2000-2999元占比達(dá)到28.17%100%90%80%70%60%50%40%30%20%10%0%20.0320.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02999-4000-59996000-99992000-299910000+3000-3999圖表19.冰箱線下市場份額：2月海爾、美的、容聲市分別為36.92%，14.07%，13.28%100%90%80%70%60%50%40%30%20%10%0%19.1019.1119.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02海爾美的容聲美菱西門子圖表20.冰箱線上市場份額：2月海爾、美的、容聲市占分別為39.12%，18.58%，12.56%100%90%80%70%60%50%40%30%20%10%0%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0719.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02海爾美的容聲美菱西門子其他③洗衣機(jī)環(huán)比1月下降52.63%、下降37.85%。洗衣機(jī)2月線下、線上銷額規(guī)模累計達(dá)到24.36億元、75.66億元，同比下滑19.44%、上升5.38%。元，同比上漲14.02%、上漲3.99%，環(huán)比1月下降7.57%、下降8.78%品牌份額：單2月，海爾/小天鵝/西門子線下市占分別為38.39%/17.32%/7.06%，同比pctpctpctpct28pct/+1.18pct；2月線下CR3達(dá)到65.61%，同比下降2.97pct，+1.91pct/+1.36pct/-3.89pct，環(huán)比1月-2.13pct/+0.38pct/+0.27pct；2月線上CR3達(dá)到73.17%，同比下降0.62pct，環(huán)比1月下降1.48pct。2月海爾/小天鵝/西門子線下累計市占率分別為39.73%/17.13%/8.98%，同比+2.29pct/+2.92pct/+0.25pct；海爾/小天鵝/美的線上累計市占率分別為41.68%/21.14%/11.08%，同比+7.72pct/-6.42pct/-26.18pct。2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評1420.0220.0420.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.0220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02均價同比(右軸)圖表21.洗衣機(jī)線下銷售額規(guī)模與同比變化：2月銷額規(guī)7.15%20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.0230252050100%80%60%40%20%0%-20%30252050銷額規(guī)模同比圖表22.洗衣機(jī)線上銷售額規(guī)模與同比變化：2月銷額規(guī)模為29.00億元，同比上升20.68%20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.0210080%9070%8060%7050%6040%5030%4020%3010%200%10-10%0-20%銷額規(guī)模同比圖表23.洗衣機(jī)線下銷售均價與同比變化：2月均價為3530元，同比上漲14.02% (元) (元)70070060050040030020000-2004,0003,5003,0002,5002,0001,5001,0005000圖表24.洗衣機(jī)線上銷售均價與同比變化：2月均價為1486元，同比上漲3.99% (元) (元)35030350300250200500-50-2001,8001,6001,4001,2001,0008006004002000均價同比(右軸)圖表25.洗衣機(jī)線下價格段占比：2月6000-9999元占比達(dá)到25.32%，4000-4999元占比達(dá)到13.78%100%90%80%70%60%50%40%30%20%10%0%20.0320.0420.0520.0620.0720.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.021999-5000-59992000-29996000-99993000-399910000+4000-4999圖表26.洗衣機(jī)線上價格段占比：2月999元以下占比達(dá)到22.27%，1500-1999元占比達(dá)到15.76%100%90%80%70%60%50%40%30%20%10%0%20.0320.0420.0520.0620.0720.0820.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02999-3000-39994000-59996000+2000-29992022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評15圖表27.洗衣機(jī)線下市場份額：2月海爾、小天鵝、西門子市占分別為38.39%，17.32%，7.06%0%90%80%70%60%50%40%30%20%10%0%20.0220.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02海爾小天鵝美的松下西門子其他圖表28.洗衣機(jī)線上市場份額：2月海爾、小天鵝、美的市占分別為40.55%，21.38%，11.24%100%90%80%70%60%50%40%30%20%10%0%19.1019.1119.1220.0120.0220.0319.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02海爾小天鵝美的西門子松下其他④彩電環(huán)比1月下降66.90%、下降65.40%。彩電2月線下、線上銷額規(guī)模累計達(dá)到35.75億元、105.59億元，同比下滑22.60%、下滑10.85%。下降11.69%，環(huán)。品牌份額：單2月，海信/創(chuàng)維/TCL線下市占分別為27.06%/16.97%/12.91%，同比+0.73pct/-0.39pct/-2.14pct，環(huán)比1月+0.73pct/-0.39pct/-2.14pct；2月線下CR3達(dá)到57.12%，同比下降1.97pct，環(huán)比1月下降1.62pct。2月小米/海信/TCL線上市占分別為15.89%/17.75%/9.35%，同比-0.74pct/+0.04pct/-1.59pct，環(huán)比1月-0.74pct/+0.04pct/-1.59pct；2月線上CR3達(dá)到45.22%，同比下降1.83pct，環(huán)比1月下降0.46pct。2月海信/創(chuàng)維/TCL線下累計市占率分別為26.51%/17.26/14.52%，同比+1.38pct/+0.96pct/-2.25pct；小米/海信/TCL線上累計市占率分別為15.86%/18.30%/10.93%，同比-2.85pct/+2.36pct/-0.35pct。圖表29.彩電線下銷售額規(guī)模與同比變化：2月銷額規(guī)模為8.89億元，同比下滑31.37%20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02403530252050140%120%100%80%60%40%20%0%403530252050銷額規(guī)模同比圖表30.彩電線上銷售額規(guī)模與同比變化：2月銷額規(guī)模為27.14億元，同比下降17.58%20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02080604020060%50%40%30%20%10%0%0806040200銷額規(guī)模同比2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評16均價同比(右軸)均價同比(右軸)圖表31.彩電線下銷售均價與同比變化：2月均價為4957元，同比上漲19.56%7,0006,0005,0004,0003,0002,0001,0000 (元) (元)20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.022,0001,5001,0005000-500圖表32.彩電線上銷售均價與同比變化：2月均價為2213元，同比下降11.69%3,5003,0002,5002,0001,5001,0005000 (元) (元)20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.021,2001,0008006004002000-200-400-600均價同比(右軸)圖表33.彩電線下價格段占比：2月6000-9999元占比達(dá)到25.23%，10000-19999元占比達(dá)到24.15%00%90%80%70%60%50%40%30%20%10%0%20.0420.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.021999-6000-99992000-299910000-199993000-399920000+4000-5999圖表34.彩電線上價格段占比：2月2000-2999元占比達(dá)到19.76%，3000-3999元占比達(dá)到18.28%00%90%80%70%60%50%40%30%20%10%0%20.0420.0520.0620.020.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02999-4000-59991000-19996000-99992000-299910000+3000-3999市場份額：2月海信、創(chuàng)維、TCL市占分別為27.06%，16.97%，12.91%0%90%80%70%60%50%40%30%20%10%0%.10.10.11.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02海信創(chuàng)維TCL索尼三星其他圖表36.彩電線上市場份額：2月小米、海信、TCL市占分別為17.75%，15.89%，9.75%00%90%80%70%60%50%40%30%20%10%0%20.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02海信小米TCL創(chuàng)維長虹其他2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評17房大電廚房大電：奧維云網(wǎng)2月數(shù)據(jù)顯示，油煙機(jī)/燃?xì)庠?集成灶/燃?xì)鉄崴?洗碗機(jī)線下渠道零售額分別同比變化+18.41%/+2.15%/+182.66%/+24.41%/+134.69%，均價分別同比上漲5.90%/15.95%/9.84%/10.24%；36%/+46.07%/+22.68%，均價分別同比變化+15.40%/+15.93%/+43.13%/+3.37%/+11.61%。①油煙機(jī)環(huán)比1月下降55.78%、下滑31.98%。油煙機(jī)2月線下、線上銷額規(guī)模累計達(dá)到4.98億元、14.02億元，同比下滑14.44%、下滑11.57%。環(huán)比1月下降0.06%、下降0.14%。品牌份額：單2月，老板/方太/華帝線下市占分別為26.93%/26.64%/6.24%，同比-0.38pct/-0.89pct/+1.11pct，環(huán)比1月-0.38pct/-0.89pct/+1.11pct；2月線下CR3達(dá)到60.64%，同比下降10.11pct，環(huán)比1月下降1.40pct。2月老板/方太/美的線上市占分別為19.14%/16.82%/10.38%，同比-1.98pct/+2.42pct/-4.80ct，環(huán)比1月+0.96pct/-1.66pct/+0.85pct；2月線上CR3達(dá)到46.34%，同比下降8.76pct，環(huán)比1月下降0.01pct。2月老板/方太/華帝線下累計市占率分別為27.19%/27.26%/5.47%，同比+0.66pct/+2.28pct/-1.14pct；老板/方太/美的線上累計市占率分別為18.57%/17.81%/9.87%，同比-1.42pct/+0.94pct/-5.27ct。圖表37.油煙機(jī)線下銷售額規(guī)模與同比變化：2月銷額規(guī)同比上升11.38%20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02150%150%7100%650%50%0%432-50%1-100%銷額規(guī)模同比圖表38.油煙機(jī)線上銷售額規(guī)模與同比變化：2月銷額規(guī)模為5.68億元，同比上升55.31%20.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.01252050100%80%60%40%20%0252050銷額規(guī)模同比2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評18圖表39.油煙機(jī)線下銷售均價與同比變化：2月均價為3569元，同比上漲18.41%4,5004,0003,5003,0002,5002,0001,5001,0005000 (元) (元)8006004002000-200-400-60020.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02均價同比(右軸)圖表41.油煙機(jī)線下價格段占比2月5000-5999元占比達(dá)到20.96%，6000元以上占比達(dá)到16.10%00%90%80%70%60%50%40%30%20%10%0%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.021999-4500-49992000-29995000-59993000-39996000+4000-4499圖表40.油煙機(jī)線上銷售均價與同比變化：2月均價為1446元，同比上升15.40% (元) (元)20.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.01400304003002000-200-300-400-5001,6001,4001,2001,0008006004002000均價同比(右軸)圖表42.油煙機(jī)線上價格段占比：2月2000-2999元占比達(dá)到35.04%，1000-1999元占比達(dá)到31.36%00%90%80%70%60%50%40%30%20%10%0%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.020.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02999-4000-49991000-19995000-59992000-29996000+3000-3999圖表43.油煙機(jī)線下市場份額：2月老板、方太、華帝市占分別為26.93%，26.64%，6.24%0%90%80%70%60%50%40%30%20%10%0%9.109.119.109.119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02老板方太美的華帝西門子其他圖表44.油煙機(jī)線上市場份額：2月老板、方太、美的市占分別為19.14%，16.82%，10.38%%90%80%70%60%50%40%30%20%10%0%.10.10.11.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.02老板方太美的華帝海爾其他2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評19②燃?xì)庠瞽h(huán)比1月下降53.49%、下降37.17%。燃?xì)庠?月線下、線上銷額規(guī)模累計達(dá)到3.15億元、9.21億元，同比下滑10.02%、上升4.78%。元，同比上漲15.95%、上漲15.93%，15.93%。品牌份額：單2月，老板/方太/華帝線下市占分別為24.00%/23.16%/10.18%，同比+5.06pct/+4.59pct/-0.06pct，環(huán)比1月-0.73pct/-0.82pct/+0.29pct；2月線下CR3達(dá)到57.34%，同比下降9.57pct，環(huán)比1月下降1.26pct。2月老板/方太/華帝線上市占分別為17.26%/13.44%/8.77%，同比+2.94pct/+0.34pct/-0.11pct，環(huán)比1月+2.94pct/+0.34pct/-0.11pct；2月線上CR3達(dá)到43.51%，同比上升3.51pct,環(huán)比1月上升2.16pct。2月老板/方太/華帝線下累計市占率分別為24.50%/23.72%/9.98%，同比+0.72pct/+0.59pct/+0.10pct；老板/方太/美的線上累計市占率分別為15.45%/13.23%/8.84%，同比+0.96pct/+1.72pct/-4.01pct。圖表45.燃?xì)庠罹€下銷售額規(guī)模與同比變化：2月銷額規(guī)2.15%20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02120%120%100%80%60%40%20%0%-20%-40%-60%-80%43322110銷額規(guī)模同比圖表46.燃?xì)庠罹€上銷售額規(guī)模與同比變化：2月銷額規(guī)模為3.55億元，同比上升35.20%20.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.018642070%60%50%40%30%20%10%0%86420銷額規(guī)模同比圖表47.燃?xì)庠罹€下銷售均價與同比變化：2月均價為1708元，同比上漲15.95%20.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.0240030024003002,0002001,50001,0000-2000均價同比(右軸)圖表49.燃?xì)庠罹€上銷售均價與同比變化：2月均價為713元，同比上漲15.93%1,0009008007006005004003002000 (元) (元)200500-50-200-25020.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1022.01均價同比(右軸)2022年3月17日家電奧維月度數(shù)據(jù)點(diǎn)評20圖表49.燃?xì)庠罹€下價格段占比：2月3000元以上占比達(dá)到19.20%，2500-2999元占比達(dá)到15.30%00%90%80%70%60%50%40%30%20%10%0%20.0320.0420.0520.0620.020.032