2023年H1品需廚電總結(jié)：未及預(yù)期但后勢(shì)可期

規(guī)模：整體呈“V”字反彈，但增長(zhǎng)未達(dá)預(yù)期2019-2023年H1品需廚電市場(chǎng)零售額走勢(shì)零售額（億元）24.0%25.3%同比600500400300200100014.4%11.2%9.8%7.6%5.5%6.3%4.9%2.9%0.9%-1.3%-3.3%-2.4%-4.9%-6.0%-9.6%-8.8%-9.4%-10.3%-10.6%-12.4%-18.7%-19.7%-22.7%488

441

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390

19745433931166987100

103556572797136309

239

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185902019

2020

2021

2022

2023H1合計(jì)2019

2020

2021

2022

2023H1消毒柜2019

2020

2021

2022

2023H1洗碗機(jī)2019

2020

2021

2022

2023H1嵌入式2019

2020

2021

2022

2023H1凈水器數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）推總數(shù)據(jù)

-1-規(guī)模：整體呈“V”字反彈，但增長(zhǎng)未達(dá)預(yù)期2019-2023年H1品需廚電市場(chǎng)零售額走勢(shì)零售額（億元）24.0%25.3%同比000000000000014.4%11.2%9.8%7.6%5.5%6.3%4.9%2.9%0.9%-1.3%-3.3%-2.4%-4.9%-6.0%-9.6%-8.8%-9.4%-10.3%-10.6%-12.4%-18.7%-19.7%-22.7%488

441

445

390

19745433931166987100

103556572797136309

239

227

185902019

2020

2021

2022

2023H1合計(jì)2019

2020

2021

2022

2023H1消毒柜2019

2020

2021

2022

2023H1洗碗機(jī)2019

2020

2021

2022

2023H1嵌入式2019

2020

2021

2022

2023H1凈水器數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）推總數(shù)據(jù)

-2-渠道：線(xiàn)下市場(chǎng)現(xiàn)恢復(fù)性增長(zhǎng)，下沉渠道空間廣闊2019-2023年H1洗碗機(jī)零售額渠道占比變化2019-2023年H1洗碗機(jī)、嵌入式分渠道零售額同比走勢(shì)線(xiàn)上規(guī)模同比線(xiàn)下規(guī)模同比線(xiàn)上占比

線(xiàn)下占比43.4%44.1%22.9%31.6%17.5%19.3%0.3%13.3%12.3%14.6%3.2%54.6%55.7%53.0%60.0%58.5%7.7%0.0%202218.2%2020-15.7%-4.4%4.1%1.5%202045.4%44.3%47.0%40.0%41.5%-6.7%2022-22.6%2019202123H12019202123H1201920202021202223H1洗碗機(jī)嵌入式2019-2023年H1嵌入式零售額渠道占比變化2023年H1品需廚電下沉市場(chǎng)網(wǎng)批量及同比線(xiàn)上占比

線(xiàn)下占比網(wǎng)批量（萬(wàn)臺(tái)）

同比66.2%25.8%17.2%71.8%70.2%66.4%68.7%76.9%-22.2%28.2%29.8%33.6%31.3%12.90.71.54.323.1%凈水器嵌入式復(fù)合機(jī)洗碗機(jī)消毒柜201920202021202223H1數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）推總/監(jiān)測(cè)數(shù)據(jù)、下沉渠道數(shù)據(jù)

-3-結(jié)構(gòu)：行業(yè)結(jié)構(gòu)升級(jí)帶動(dòng)品類(lèi)整體均價(jià)上行2020-2023年H1洗碗機(jī)分價(jià)格段零售額結(jié)構(gòu)變化2020-2023年H1嵌入式復(fù)合機(jī)分價(jià)格段零售額結(jié)構(gòu)變化2020-2023年H1廚衛(wèi)品質(zhì)需品類(lèi)線(xiàn)上均價(jià)走勢(shì)0-19992000-29997000-79993000-39998000-90004000-49995000-5999≥100000-19995000-59999000-99992000-29996000-699910000-109993000-39997000-799911000+4000-49998000-8999消毒柜洗碗機(jī)嵌入式4245凈水器6000-69999000-1000045324493407139181%3%1%1%1%1%1%0%1%3%4%2%1%1%2%1%1%4%6%7%2%5%1%4%3%12%12%5%2%3%4%2%3%6%4141171019%21%381714677%5%22%24%25%5%6%9%330713316%5%7%30%9%171312%14%19%26%11%4%15%18%14%12%8%7%19%8%7%18%12%13%26%23%6%15%6%78083683010%68511%17%22%13%29%20H121H122H123H114%15%21%15%29%15%13%13%19%24%22%21%2020-2023年H1廚衛(wèi)品質(zhì)需品類(lèi)線(xiàn)下均價(jià)走勢(shì)21%27%9%19%18%21%18%消毒柜洗碗機(jī)嵌入式7653凈水器22%14%18%19%20%9%15%16%14%7844750617%15%72927260680927%11%23%20%9%23%9%14%732217%21%6%6321418714%5%9%5%14%3%45302491448224768%3%11%2%433223838%3%8%4%8%2%13%7%1%7%5%2%1%1%2%0%2%2%2%1%0%0%1%1%0%1%0%1%0%207320H10%20H121H122H123H120H121H122H123H120H121H122H123H120H121H122H123H121H122H123H1線(xiàn)上線(xiàn)下線(xiàn)上線(xiàn)下數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）監(jiān)測(cè)數(shù)據(jù)

-4-產(chǎn)品：理性消費(fèi)下，消費(fèi)者的天平向高“質(zhì)價(jià)比”傾斜高端：獨(dú)立運(yùn)行，更專(zhuān)業(yè)，更高效質(zhì)價(jià)比：一機(jī)多用，更劃算上洗下消上蒸下蒸烤洗消烘（除）存（護(hù)）微蒸烤炸（燉）數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）線(xiàn)上監(jiān)測(cè)數(shù)據(jù)

-5-品牌：品牌競(jìng)爭(zhēng)激烈，國(guó)產(chǎn)品牌持續(xù)發(fā)力2021-2023年H1洗碗機(jī)品牌類(lèi)型占比變化2021-2023年H1洗碗機(jī)線(xiàn)上CR5占比及在售品牌個(gè)數(shù)變化國(guó)內(nèi)品牌零售額占比國(guó)外品牌零售額占比39.1%由內(nèi)至外：21、22、23H1在售品牌年度個(gè)數(shù)202160.9%67.8%73.0%55.3%20222023H1202132.2%27.0%212214313317544.7%72%71%73%202254.0%54.7%46.0%23H12023H145.3%2021-2023年H1嵌入式品牌類(lèi)型占比變化2021-2023年H1嵌入式線(xiàn)上CR5占比及在售品牌個(gè)數(shù)變化國(guó)內(nèi)品牌零售額占比國(guó)外品牌零售額占比21.2%由內(nèi)至外：21、22、23H1在售品牌年度個(gè)數(shù)202178.8%83.8%87.8%20222023H1202116.2%12.2%212210711911566.1%33.9%79%81%82%202267.7%68.5%32.3%23H12023H131.5%數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）監(jiān)測(cè)數(shù)據(jù)

-6-機(jī)會(huì)點(diǎn)一：母嬰細(xì)分市場(chǎng)的潛力不容小覷慧曼洗碗機(jī)HTD-B2上市以來(lái)線(xiàn)上市場(chǎng)銷(xiāo)量及占比銷(xiāo)量銷(xiāo)量占比0.78%高顏值更安全1000090008000700060005000400030002000100000.74%0.90%0.80%0.70%0.60%0.50%0.40%0.30%0.20%0.10%0.00%0.64%0.48%0.31%201920202021202223H1方太消毒柜ZTD100F-J29上市以來(lái)線(xiàn)下市場(chǎng)銷(xiāo)量及占比母嬰專(zhuān)屬空間銷(xiāo)量銷(xiāo)量占比5.34%5000450040003500300025002000150010005006.00%5.00%4.00%3.00%2.00%1.00%0.00%4.55%2.13%2021母嬰專(zhuān)屬模式0202223H1數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）監(jiān)測(cè)數(shù)據(jù)

-7-機(jī)會(huì)點(diǎn)二：廚房能否迎來(lái)自己的多巴胺搭配公式美的洗碗機(jī)RX600-W上市以來(lái)銷(xiāo)額占比走勢(shì)廚房搭配美學(xué)能否進(jìn)一步升級(jí)？2.5%2.1%2.0%2.0%1.5%1.4%1.3%

1.3%1.5%1.1%1.0%1.0%0.9%1.0%1.0%0.5%0.0%0.7%

0.7%0.7%0.6%0.6%0.2%0.0%方太嵌入式ZK50-EF1.I-W上市以來(lái)銷(xiāo)額占比走勢(shì)0.11%0.12%0.10%0.08%0.06%0.04%0.02%0.00%0.05%0.01%0.00%23.0323.0423.0523.06數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）線(xiàn)上監(jiān)測(cè)數(shù)據(jù)

-8-2023年預(yù)測(cè)：整體實(shí)現(xiàn)穩(wěn)中向好的復(fù)蘇態(tài)勢(shì)2023廚房大家電各品類(lèi)全渠道零售額預(yù)測(cè)（億元）2023年廚房大家電各品類(lèi)全渠道零售量預(yù)測(cè)（萬(wàn)臺(tái)）零售額零售額同比零售量零售量同比250020001500100050030.0%20.0%10.0%0.0%3503002502001501005030.0%20.0%10.0%0.0%10.5%8.3%7.1%6.8%7.7%7.3%6.6%5.8%5.5%4.6%4.5%4.8%3.2%2.5%2.3%0.7%2165-4.5%-7.1%321-10.0%-20.0%-30.0%-10.0%-20.0%-30.0%31317830113772722382661981882203125299186812217890油煙機(jī)燃?xì)庠钕竟裣赐霗C(jī)嵌集成灶電熱燃熱凈水器0油煙機(jī)燃?xì)庠钕竟裣赐霗C(jī)嵌集成灶電熱燃熱凈水器入式微蒸烤入式微蒸烤-9-數(shù)據(jù)來(lái)源：奧維云網(wǎng)（AVC）推總預(yù)測(cè)數(shù)據(jù)群內(nèi)每日免費(fèi)分享5份+最新資料300T網(wǎng)盤(pán)資源+40萬(wàn)份行業(yè)報(bào)告為您的創(chuàng)業(yè)、職場(chǎng)、商業(yè)、投資、親子、網(wǎng)賺、藝術(shù)、健身、心理、個(gè)人成長(zhǎng)

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