穿越周期：從家電市場(chǎng)渠道演變看用戶(hù)全流程運(yùn)營(yíng)

??人均可支配收入:累計(jì)實(shí)際同比人均消費(fèi)支出:累計(jì)實(shí)際同比收入增速-支出增速5045403530252015105社零同比231915117119.1100.7112.894.9家電與音像器材類(lèi)社零同比88.630-2-5-642.873.1旅游人數(shù)旅游收入-10-15-20-25-10-1435.1元旦春節(jié)五一端午18.5%13.7%16.6%9.8%10.7%10.2%10.2%13.1%12.0%13.4%零售額（億元）同比0.3%7.6%7.8%5.3%5.7%111216.2%4.2%3.9%9.6%1671.3%0.8%7.4%1,6706.5%677.2%118-2.4%-2.1%-0.5%-10.0%4.0%6321.6%3242.3%3.1%183-5.3%-5.2%-6.2%-11.3%-6.7%-1.5%399-2.2%-4.0%26-6.9%635-8.8%81-9.2%323-4.8%76-17.1%-39.9%125158919

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562614543158139彩電空調(diào)冰箱冷柜洗衣機(jī)（含套）干衣機(jī)（含套）煙灶消洗碗機(jī)單功能微蒸烤微蒸烤復(fù)合機(jī)集成灶小家電電熱燃熱清潔電器凈化器凈水器電風(fēng)扇電暖器2023F零售額（億元）零售額同比16.6%9.1%214910.5%7.7%9.4%7.4%9997.5%4.8%7.2%3457.3%1985.8%7404.6%5216.6%4.9%80723.5%491.7%1142-7.5%522-8.6%55-10.3%115-15.1%105113757427223826694彩電空調(diào)冰箱冷柜洗衣裝

機(jī)干衣裝

機(jī)煙灶消洗碗機(jī)單功能微蒸烤微蒸烤復(fù)合機(jī)集成灶小家電電熱燃熱清潔電器凈化器凈水器電風(fēng)扇電暖器合計(jì)含套含套23H1均價(jià)（元）均價(jià)同34比.9%拼抖快線上其他平臺(tái)電商專(zhuān)業(yè)電商下沉渠道超市11.0%8.8%3.6%39483.8%1.8%40382.2%-2.3%2999品牌直營(yíng)店家居建材渠道百貨店32784555331828732115區(qū)域量販全國(guó)連鎖平臺(tái)電商

專(zhuān)業(yè)電商大連鎖TOP客戶(hù)

線下其他下沉抖音拼多多20192020202120222023(E)2025(E)????55.3%50.9%流量飽和消費(fèi)者理性多方選擇，多角度比較27.1%22.3%單品牌忠誠(chéng)度下降注意力粉末化流量失效信息過(guò)載品牌失效23.3%12.7%4.7%3.2%忠誠(chéng)于品牌群組0.3%0.2%多方入池1-10類(lèi)11-20類(lèi)21-30類(lèi)2018-0930-40類(lèi)40類(lèi)以上2019-09高端占比同比增幅80%60%40%20%0%2020零售額同比2021零售額同比9.5%6.1%3.8%2.2%

3.4%3.7%

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0.6%

0.7%0.4%0.1%

-0.5%-3.3%-2.3%-20%-41.4%21.8%

40.0%

9.8%

11.2%

34.8%

19.5%

15.0%

34.1%

45.8%

10.9%

11.2%

33.9%

6.0%

26.1%

31.9%

20.0%北京南京德基廣場(chǎng)北京國(guó)貿(mào)商城上海國(guó)金中心上海恒隆廣場(chǎng)武漢武商摩爾城深圳萬(wàn)象城杭州大廈成都廣州太古匯成都遠(yuǎn)洋太古里長(zhǎng)沙西安沈陽(yáng)萬(wàn)象城杭州濱湖銀泰鄭州丹尼斯大衛(wèi)城杭州萬(wàn)象城青島海信廣場(chǎng)廈門(mén)萬(wàn)象城上海恒隆港匯廣場(chǎng)上海環(huán)貿(mào)南寧萬(wàn)象城重慶萬(wàn)象城彩電冰箱冰柜洗衣機(jī)獨(dú)立式干衣機(jī)空調(diào)油煙機(jī)燃?xì)庠钕赐霗C(jī)集成灶電儲(chǔ)水熱水器燃?xì)鉄崴餍〖译妰艋鲀羲鲯叩貦C(jī)器人清潔中心洗護(hù)中心…解決方案全屋用烹飪中水心空氣管理中心娛樂(lè)中心???彩電線上零售均價(jià)（元）均價(jià)同比25.9%冰箱線上零售均價(jià)（元）均價(jià)同比13.0%空調(diào)線上零售均價(jià)（元）均價(jià)同比1.4%1.9%7.4%10.0%-6.0%3.1%0.5%11.2%1.0%-10.2%8.0%2.1%-11.9%5.2%6.1%9.3%5.9%-7.2%-7.1%14.1%3.3%2.1%-13.5%

-13.3%-10.8%2855201428842015259020162797201724192018209720192140202026942021237520222537272920142434201525832016282220172989201827752019257720202941202130392022311017032014172720151760201618902017207920181955201920162020227920212289202224352023H12023H12023H1彩電線下零售均價(jià)（元）均價(jià)同比空調(diào)線下零售均價(jià)（元）均價(jià)同比冰箱線下零售均價(jià)（元）均價(jià)同比15.7%11.9%3.9%3.5%9.1%9.8%1.2%6.7%4.5%5.4%-5.1%14.5%-3.6%-2.9%3.7%28.6%8.3%4.7%-4.9%3.3%8.4%3.4%-5.4%-5.6%5.3%5.3%2.3%3367201435482015336720163856201737172018360920193741202048122021521120225361359320143417201535292016382520173956201837422019353020203716202139122022400328012014291020153013201632872017361120183655201938992020451320215049202253822023H12023H12023H1變化-1%+9%+1%持平-3%-1%-2%-3%23年排名21年排名功能需要愉悅自己55%1234567815324678省心省力42%36%36%30%21%15%11%非常感興趣比較感興趣一般感興趣暫時(shí)不確定47.444.4顯示品味/個(gè)性就產(chǎn)品損壞/淘汰他人推薦健康空調(diào)74.9%73.0%售后簡(jiǎn)單品質(zhì)保障保鮮冰箱除菌洗衣機(jī)干衣機(jī)68.1%65.1%61.0%整裝凈水機(jī)空氣新風(fēng)系統(tǒng)獵奇嘗鮮/緊跟潮流送禮/送人美容及個(gè)人護(hù)理類(lèi)（吹風(fēng)機(jī)、電動(dòng)牙刷、洗臉…38.7%37.5%36.4%7.8風(fēng)格統(tǒng)一場(chǎng)景體驗(yàn)熱水器吸塵器頸部按摩儀蒸烤箱31.2%22.5%0.5沖動(dòng)購(gòu)買(mǎi)其他1.2%連續(xù)年度線下嵌入式冰箱零售額規(guī)模占比走勢(shì)28.0%零售額（億元）同比線上市場(chǎng)線下市場(chǎng)線上線下線上線下24.7%167.4%77%76%17.9%11.9%19.1%66%65%4.4%6.8%18.1%24%19%14%9%2021H1

2021H2

2022H1

2022H2

2023H114.7%68.8%

74.2%53%50%38.0%1.8911.2%0.0%2.613.1%2.7732%6.1%22%2.5%22H12.8%23H12.1%全尺寸嵌入式獨(dú)嵌兩用集成洗碗機(jī)臺(tái)式水槽抽屜整體1.9%21H12.787.5116