2023年Q3大家電下沉市場總結

下沉市場保持了較好的需求韌性，但出貨節(jié)奏顯著前置大家電市場下沉渠道V.S.傳統(tǒng)電商規(guī)模同比2022-2023年大家電市場下沉渠道出貨指數(shù)走勢下沉市場

線上市場58.8%41.9%32.7%13.6%32.1%20.1%6.4%18.4%3.0%23.1%8.9%-10.1%-15.6%0.5%-0.2%-6.2%M01

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M12202120222023備注：大家電包括冰箱、冷柜、洗衣機、干衣機、空調數(shù)據(jù)來源：奧維云網(wǎng)（AVC）推總數(shù)據(jù)下沉市場保持了較好的需求韌性，但出貨節(jié)奏顯著前置大家電市場下沉渠道V.S.傳統(tǒng)電商規(guī)模同比2022-2023年大家電市場下沉渠道出貨指數(shù)走勢下沉市場

線上市場58.8%41.9%32.7%13.6%32.1%20.1%6.4%18.4%3.0%23.1%8.9%-10.1%-15.6%0.5%-0.2%-6.2%M01

M02

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M10

M11

M12202120222023備注：大家電包括冰箱、冷柜、洗衣機、干衣機、空調www.avc-m數(shù)據(jù)來源：奧維云網(wǎng)（AVC）推總數(shù)據(jù)品類發(fā)展出現(xiàn)分化，空調產(chǎn)業(yè)空間尚存，冰洗回歸理性發(fā)展2023年連續(xù)月度大家電重點產(chǎn)業(yè)下沉規(guī)模同比冰箱洗衣機空調184.2%84.8%35.0%74.4%63.8%63.6%42.8%34.6%1.3%24.9%17.2%19.2%17.1%2.5%3.7%3.0%-26.3%14.8%-1.3%-0.9%3.1%2.2%3.6%-19.2%-13.0%-13.4%-32.2%-34.9%-20.9%23.01-37.2%23.0223.0323.0423.0523.0623.0723.0823.09累計www.avc-m數(shù)據(jù)來源：奧維云網(wǎng)（AVC）監(jiān)測數(shù)據(jù)產(chǎn)品結構升級尚未穩(wěn)定，下沉市場價格長期震蕩2023年M1-9大家電重點品類下沉V.S.線上市場均價同比冰箱洗衣機空調下沉市場21.2%線上市場下沉市場線上市場下沉市場線上市場31.6%11.4%11.0%11.1%16.8%17.8%15.7%10.3%13.4%10.0%12.3%6.5%11.9%6.6%10.5%1.8%9.2%4.8%8.5%9.8%4.1%4.1%8.7%3.0%3.9%3.8%2.8%3.4%1.0%1.9%

1.8%-0.7%-3.9%-0.1%0.0%2.4%2.0%-1.9%0.6%-4.7%-6.7%-3.3%-1.3%1.0%1.1%-0.9%0.6%-3.1%-2.4%-5.6%-4.0%-0.5%-3.4%-8.0%-5.7%-14.1%-2.6%-11.0%-4.3%23.01

23.02

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累計23.01

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23.09

累計23.01

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23.03