2018年五一冰柜市场预测报告.pptx
,2018年五一冰柜市场预测报告,3,8,896,11,760,36,396,3,587,10,489,13,43212,363,50000,25000200001500010000,城镇居民家庭人均可支配收入农村居民家庭人均纯收入33,61631,19528,844,单位：元400003500030000,经济韧性、消费需求换挡为市场提供持续动力2006-2017年人均可支配收入变化,居民收入,企业拉动,消费意识,五一是上半年企业最强促销档，直降、满减、买赠等优惠活动形式，,会有效拉动消费热情。,城乡居民可支配收入稳定增长，为消费提供坚实基础。,当前消费者对家电产品的需求已经由“有的用”的阶段过渡到“用的好”的阶,段。市场上的冷柜产品外观、功能、配置升级，更好的满足消费者对品质生活的追求。,4,数据来源：XX局,26.4%,36.1%,-51.7%,-36.0% -67.0%,-42.6%,数据来源：XX线上周度监测，XX线下周度监测,线上,春节错位影响逐步消散，冰柜市场稳中向好2018YTD 双线冰柜市场周度同比表现,255.2%,213.5%,7.1%,53.1%40.0%,285.2%,220.7%,66.5%71.9%,14.1%,38.4%46.7%,77.9%88.0%,29.8%,46.6%43.8%,-60%,140%40%,240%,-1.9%W1,-28.9%-21.8%W2,W3,W4,W5,W6,-48.8%W7,W8,W9,W10,W11,本年累计,零售量同比,零售额同比,线下,-61.0%,53.5% 188.5%43.3%,182.4%,70.5%81.8%,53.6%63.8%,82.8%87.3%,33.1%32.8%,58.8%56.8%,4.4%,-90%,110%10%,210%,-45.3%W1 W2,-59.3%-52.3%W3,-51.2%W4,W5,W6,W7,W8,W9,W10,W11,-3.6%本年累计,零售量同比,零售额同比,5,数据来源：XX线上周度监测，XX线下周度监测,43.8%,3.4%,46.6%,1536,917,1415,1101,6004002000,12001000800,180016001400,10%0%-10%,30%20%,50%40%,-5.2%百货,-0.9%-6.8%超市,4.7%-3.4%家电,电商,零售量同比,零售额同比,均价,电商量价齐涨，百货、家电渠道溢价能力带来恢复性增长2018年1-11周 冰柜市场主要渠道零售量、零售额同比增幅及均价表现,6,2.1% 0.5%,0.6%4.1%,0.9% 3.2% 0.9% 5.1%1.4%,1.2% 3.4% 0.1% 1.1% 4.7% 1.3%,数据来源：XX线上周度监测，XX线下周度监测,线上,线下,16.1%,67.7%,69.1%,2.4%4.0% 4.7% 0.3% 2.8% 0.3%,4.5% 3.9%,49.9% 52.4%17.0%,-22.3%,47.6%,159.0%,32.0%,2.3%,-50%-100%,50%0%,100%,126.1% 150%,10%0%,40%30%20%,60%50%,70%,2017,2018,同比增幅,74.6%,0.1%,-4.3%,73.5%6.5%,-31.3%,-7.1%,-32.0%,3.4%,15.5% 12.9%,-100%,-20%-60%,20%,60%,13.9%10% 14.6%0%,40%30%20%,50%,70%60%,200% 80%,2017,2018,同比增幅,变温柜、客厅柜是双线市场增长的主要支撑2018vs.2017(1-11周) 双线市场冰柜各品类份额及同比增幅（零售额）,7,数据来源：XX线上周度监测，XX线下周度监测,¥8,000¥7,000¥6,000¥5,000¥4,000¥3,000¥2,000¥1,000¥0,2017,2018,2017,2018,2017,2018,2017,2018,2017,2018,2017,2018,2017,2018,2017,2018,2017,2018,增幅,整体市场+8.4%+2.0%,双温柜+7.9%+4.4%,变温柜+8.1%+1.4%,商用冷藏柜+6.1%+11.0%,冷冻柜+19.7%30.7%,商用冷冻柜+0.8%18.5%,酒柜+3.6%22.1%,M柜+5.4%10.1%,线下线上,冰吧+20.4%7.9%,冰柜产品价格全线飘红2018vs.2017(1-11周) 双线市场冰柜各品类均价及同比增幅,8,数据来源：XX预测,线下量34.7万台同比：-9.3%,零售额：9.5亿元，同比+3.9%,零售量：61.5万台，同比+1.8%,线上量26.8万台同比：+20.9%,线下额6.0亿元同比：-4.6%,线上额3.5亿元同比：+23.0%,9,预测：五一冰柜规模小幅增长2018年五一 冰柜市场规模预测,2.2%,数据来源：XX预测,双温柜22.1%,变温柜61.5%,商用冷藏柜5.2%,冷冻柜 商用冷冻柜0.3%,客厅柜7.9%,M柜0.7%,五一重点关注：变温柜、客厅柜、冷冻柜小步扩容2018年五一冰柜市场预测（零售量份额）,份额 22.1%零售量同比 -0.4%,双温柜,份额 61.5%零售量同比 +2.6%,变温柜,份额 2.2%零售量同比 +2.6%,冷冻柜,份额 7.9%零售量同比 +3.8%,客厅柜,10,THANK YOU!,
