2019年双旦空调市场分析报告.pptx
,2019年双旦空调市场分析报告,2018.12,报告数据来源：,推总数据线上、线下零售监测数据,双旦市场时间周期：,17年52周、53周、18年01周（17.12.18-18.01.07）18年51周、52周、19年01周（18.12.17-19.01.06）, 同比增幅：,可比口径商场的同比增长率,数据说明,-3-,-37.1%,-29.2%,-30%-40%,50%40%30%20%10%0%-10%-20%,22.6%22.6%2018.01,-9.4%2018.02,40.2%17.3%2018.03,11.7%4.3%2018.04,25.5%18.2%16.1% 16.6%2018.05 2018.06,5.7%2018.07,4.7%2018.08-5.2%,3.9%2018.09-9.9%,3.2%2018.10-8.5%,零售量同比增幅(%),零售量累计增幅（%）,截止10月，空调市场同比增幅已经连续4个月下滑受房地产周期和宏观经济下行影响，空调市场自2018年7月起，规模同比增幅持续为负。2018年整体空调市场零售量同比增幅及累计增幅对比,-1.4%,-4-,空调市场双线下降，其中线下四级市场降幅最深,-9.5%,-7.1%,-10%-15%,-5%,0%,5%,线上-2.2%,线下,零售量同比增幅（%）,零售额同比增幅（%）,-8.6%,-9.5%-10.6%,-6.6%-7.7%,-12.3%-14.7%,-10%-15%,-5%,0%,5%,一级市场-4.5%,二级市场,三级市场,四级市场,零售量同比增幅（%）,零售额同比增幅（%）,2018年8-10月空调市场分线上线下增幅对比,2018年8-10月线下空调市场分市场级别增幅对比,6841,5016,6292,6641,4139 3789 6384 6184,3778 3765,2986 2905,2137,2172,3016,3064,2989,3129 2987,2657 2577,-5-,市场价格压力增大，绝大多数规格产品均价开始转负空调市场各产品种类均价对比（2017.35-48周VS.2018.35-48周）,整体市场,APF一级柜机,定频柜机,定频挂机,APF一级挂机,APF二级挂机,APF三级挂机,APF二级柜机,APF三级柜机,9224,9039,7478 7291,6801 6677,¥6,000¥3,000¥0,¥9,000,¥12,000,5044 71114016 36594558 450130352042 20352017 2018 2017 2018 2017 2018 2017 2018 2017 2018 2017 2018 2017 2018 2017 2018 2017 2018,线上,线下,线下增幅线上增幅,3.1%1.6%,-1.6%-0.3%,-0.3%-4.5%,3.6%-1.5%,-2.7%-3.0%,-0.6%-1.3%,-2.0%-6.6%,-2.5%-6.7%,-1.8%1.7%,-6-,结构升级速度明显加快，高能效普及迎来小高峰,53.3%,50.6%,52.4%,47.5%,30.1%9.4%7.2%,25.4%7.8%16.2%,27.3%9.7%10.6%,23.1%8.9%20.4%,0%,20%,40%,80%60%,100%,17.1-34W,18.1-34W,17.35-48W 18.35-48W,定频,APF一级,APF二级,APF三级,变频其他,线上空调市场分定变频分能效等级零售量份额变化,线下空调市场分定变频分能效等级零售量份额变化,32.6%,29.8%,26.7%,23.2%,23.3%,33.1%,32.7%,44.5%,28.7%15.2%,24.3%12.7%,25.0%15.2%,20.4%11.7%,0%,20%,40%,80%60%,100%,17.1-34W,18.1-34W,17.35-48W 18.35-48W,定频,APF一级,APF二级,APF三级,变频其他,-7-,预测2019双旦期间，空调市场规模继续双线下行,44.5,126.7,13.8,51.9,65.7,0,100,200,线上,线下,整体,零售量（万台）,零售额（亿元）171.2,2019双旦期间空调市场规模预测,-3.2%-3.9%,-10.5%-10.7%,-9.0%-9.1%,-15%,-5%-10%,0%,5%,线上,线下,整体,零售量同比增幅（%）,零售额同比增幅（%）,2019双旦期间空调市场增幅预测,-8-,预测2019双旦期间，全品类增幅均下滑，定变频产品增速差距拉大,40200,8060,100,39.08.3定频挂机,29.9变频挂机,10.95.1定频柜机,29.722.5变频柜机,零售量（万台）91.6,零售额（亿元）,2019双旦空调市场分产品种类规模预测,-17.5%-20.2%,-24.7%-26.9%,-15%-20%-25%-30%,0%-5%-10%,5%,定频挂机,变频挂机-4.4%-5.5%,定频柜机,变频柜机-2.7%-3.6%,零售量同比增幅（%）,零售额同比增幅（%）,2019双旦空调市场分产品种类增幅预测,-2.5%,-9-,预测2019元旦期间，绝大多数品类均价下滑,2019双旦线上市场分产品种类均价及增幅预测,2019双旦线下市场分产品种类均价及增幅预测,6531,6310,-0.9%2078 2058,4493 43912796 2727-2.3%,-3.4%,0.8%31073083,-5%,1%-1%-3%,5%3%,0,4,0002,000,6,000,8,000,定频挂机 变频挂机 定频柜机 变频柜机,整体,2278,2177,7821 7848,-4.4%,5002 4862-0.6%3410 3390-2.8%,0.4%,0.2%40944088,-5%,1%-1%-3%,5%3%,0,4,0002,000,6,000,8,000,定频挂机 变频挂机 定频柜机 变频柜机,整体,THANKS,
