2023年H1品需厨电总结：未及预期但后势可期-9页-WN7.pdf

www.avc-规模：规模：整体呈整体呈“V V”字反弹，但增长未达预期字反弹，但增长未达预期-1-数据来源：奥维云网（AVC）推总数据4884414453901974543393116698710010355657279713630923922718590-1.3%-9.6%0.9%-12.4%5.5%-10.6%-3.3%-8.8%-19.7%-6.0%24.0%25.3%14.4%2.9%6.3%-9.4%11.2%9.8%-10.3%4.9%-2.4%-22.7%-4.9%-18.7%7.6%010020030040050060020192020202120222023H120192020202120222023H120192020202120222023H120192020202120222023H120192020202120222023H1合计消毒柜洗碗机嵌入式净水器零售额（亿元）同比2019-20232019-2023年年H1H1品需厨电市场零售额走势品需厨电市场零售额走势www.avc-规模：规模：整体呈整体呈“V V”字反弹，但增长未达预期字反弹，但增长未达预期-2-数据来源：奥维云网（AVC）推总数据4884414453901974543393116698710010355657279713630923922718590-1.3%-9.6%0.9%-12.4%5.5%-10.6%-3.3%-8.8%-19.7%-6.0%24.0%25.3%14.4%2.9%6.3%-9.4%11.2%9.8%-10.3%4.9%-2.4%-22.7%-4.9%-18.7%7.6%010020030040050060020192020202120222023H120192020202120222023H120192020202120222023H120192020202120222023H120192020202120222023H1合计消毒柜洗碗机嵌入式净水器零售额（亿元）同比2019-20232019-2023年年H1H1品需厨电市场零售额走势品需厨电市场零售额走势www.avc-渠道：渠道：线下市场现恢复性增长，下沉渠道空间广阔线下市场现恢复性增长，下沉渠道空间广阔-3-数据来源：奥维云网（AVC）推总/监测数据、下沉渠道数据20232023年年H1H1品需厨电下沉市场网批量及同比品需厨电下沉市场网批量及同比40.0%45.4%44.3%47.0%41.5%60.0%54.6%55.7%53.0%58.5%201920202021202223H1线上占比线下占比2019-20232019-2023年年H1H1洗碗机零售额渠道占比变化洗碗机零售额渠道占比变化2019-20232019-2023年年H1H1嵌入式零售额渠道占比变化嵌入式零售额渠道占比变化23.1%28.2%29.8%33.6%31.3%76.9%71.8%70.2%66.4%68.7%201920202021202223H1线上占比线下占比22.9%43.4%13.3%7.7%0.3%-15.7%44.1%17.5%0.0%3.2%31.6%18.2%12.3%-6.7%19.3%-4.4%1.5%4.1%-22.6%14.6%201920202021202223H1201920202021202223H1洗碗机嵌入式线上规模同比线下规模同比2019-20232019-2023年年H1H1洗碗机、嵌入式分渠道零售额同比走势洗碗机、嵌入式分渠道零售额同比走势12.90.71.54.325.8%66.2%-22.2%17.2%净水器嵌入式复合机洗碗机消毒柜网批量（万台）同比www.avc-结构：结构：行业结构升级带动品类整体均价上行行业结构升级带动品类整体均价上行2%2%2%1%0%0%0%0%15%11%9%7%0%0%0%0%29%27%23%19%1%1%1%1%15%24%23%18%3%3%2%2%18%19%26%26%8%14%8%11%9%6%9%19%14%9%17%14%6%5%4%4%16%20%19%15%3%2%2%3%6%13%13%9%1%1%1%1%15%11%10%15%0%1%1%0%6%8%7%7%1%1%1%1%30%21%22%25%20H121H122H123H120H121H122H123H1线上线下0-19992000-29993000-39994000-49995000-59996000-69997000-79998000-89999000-999910000-1099911000+13%7%5%4%0%0%0%0%18%15%9%8%2%1%0%0%21%17%20%14%3%1%1%2%18%21%22%22%8%6%5%5%15%14%17%21%23%21%14%9%7%12%11%14%27%29%21%18%4%5%5%6%12%13%22%19%1%3%3%3%7%12%13%14%1%1%2%2%5%5%4%8%2%4%6%7%12%12%19%24%20H121H122H123H120H121H122H123H1线上线下0-19992000-29993000-39994000-49995000-59996000-69997000-79998000-90009000-100001000068578083683033073817414144933918407142454532133114671710171320H121H122H123H1消毒柜洗碗机嵌入式净水器2020-20232020-2023年年H1H1洗碗机洗碗机分价格段零售额结构变化分价格段零售额结构变化207323832491247663216809732275067292726076537844418743324530448220H121H122H123H1消毒柜洗碗机嵌入式净水器2020-20232020-2023年年H1H1厨卫品质需品类厨卫品质需品类线下线下均价走势均价走势2020-20232020-2023年年H1H1厨卫品质需品类厨卫品质需品类线上线上均价走势均价走势2020-20232020-2023年年H1H1嵌入式复合机嵌入式复合机分价格段零售额结构变化分价格段零售额结构变化-4-数据来源：奥维云网（AVC）监测数据www.avc-产品产品：理性消费下，消费者的天平向理性消费下，消费者的天平向高高“质价比质价比”倾斜倾斜数据来源：奥维云网（AVC）线上监测数据-5-上洗下消上蒸下蒸烤高端：独立运行，更专业，更高效高端：独立运行，更专业，更高效质价比：一机多用，更划算质价比：一机多用，更划算 洗消烘（除）存（护）微蒸烤炸（炖）www.avc-品牌：品牌：品牌竞争激烈，国产品牌持续发力品牌竞争激烈，国产品牌持续发力 -6-数据来源：奥维云网（AVC）监测数据 2021-20232021-2023年年H1H1洗碗机洗碗机品牌类型品牌类型占比变化占比变化60.9%67.8%73.0%55.3%54.0%54.7%39.1%32.2%27.0%44.7%46.0%45.3%202120222023H1202120222023H1线上线下国内品牌零售额占比国外品牌零售额占比2021-20232021-2023年年H1H1嵌入式嵌入式品牌类型品牌类型占比变化占比变化78.8%83.8%87.8%66.1%67.7%68.5%21.2%16.2%12.2%33.9%32.3%31.5%202120222023H1202120222023H1线上线下国内品牌零售额占比国外品牌零售额占比72%71%73%由内至外：21、22、23H12021-20232021-2023年年H1H1洗碗机线上洗碗机线上CR5CR5占比及在售品牌个数变化占比及在售品牌个数变化79%81%82%由内至外：21、22、23H12021-20232021-2023年年H1H1嵌入式嵌入式线线上上CR5CR5占比及在售品牌个数变化占比及在售品牌个数变化年度年度在售品牌在售品牌个数个数211432213323H1175年度年度在售品牌在售品牌个数个数211072211923H1115www.avc-高颜值机会点一：机会点一：母婴细分市场的潜力不容小觑母婴细分市场的潜力不容小觑数据来源：奥维云网（AVC）监测数据-7-母婴专属空间0.31%0.64%0.74%0.78%0.48%0.00%0.10%0.20%0.30%0.40%0.50%0.60%0.70%0.80%0.90%010002000300040005000600070008000900010000201920202021202223H1销量销量占比慧曼洗碗机慧曼洗碗机HTD-B2HTD-B2上市以来线上市场销量及占比上市以来线上市场销量及占比2.13%4.55%5.34%0.00%1.00%2.00%3.00%4.00%5.00%6.00%05001000150020002500300035004000450050002021202223H1销量销量占比方太消毒柜方太消毒柜ZTD100F-J29ZTD100F-J29上市以来线下市场销量及占比上市以来线下市场销量及占比母婴专属模式更安全www.avc-机会点二：机会点二：厨房能否迎来自己的多巴胺搭配公式厨房能否迎来自己的多巴胺搭配公式数据来源：奥维云网（AVC）线上监测数据-8-0.0%0.2%1.0%1.5%2.0%2.1%1.1%1.4%0.9%1.3%1.3%0.7%0.6%0.6%0.7%0.7%1.0%1.0%0.0%0.5%1.0%1.5%2.0%2.5%22.0122.0222.0322.0422.0522.0622.0722.0822.0922.1022.1122.1223.0123.0223.0323.0423.0523.06美的洗碗机美的洗碗机RX600-WRX600-W上市以来销额占比走势上市以来销额占比走势0.00%0.01%0.05%0.11%0.00%0.02%0.04%0.06%0.08%0.10%0.12%23.0323.0423.0523.06方太嵌入式方太嵌入式ZK50-EF1.I-WZK50-EF1.I-W上市以来销额占比走势上市以来销额占比走势厨房搭配美学能否进一步升级？www.avc-20232023年预测年预测：整体实现稳中向好的复苏态势：整体实现稳中向好的复苏态势18822165321203125299186812217892.5%0.7%-7.1%7.1%5.8%3.2%2.3%4.6%6.8%-30.0%-20.0%-10.0%0.0%10.0%20.0%30.0%05001000150020002500油烟机燃气灶消毒柜洗碗机嵌入式微蒸烤集成灶电热燃热净水器零售量零售量同比20232023年年厨房大家电各品类全渠道零售厨房大家电各品类全渠道零售量量预测（预测（万台万台）31317830113772722382661985.5%4.5%-4.5%10.5%8.3%4.8%6.6%7.7%7.3%-30.0%-20.0%-10.0%0.0%10.0%20.0%30.0%050100150200250300350油烟机燃气灶消毒柜洗碗机嵌入式微蒸烤集成灶电热燃热净水器零售额零售额同比20232023厨房大家电各品类全渠道零售额预测（亿元）厨房大家电各品类全渠道零售额预测（亿元）-9-数据来源：奥维云网（AVC）推总预测数据