2018年618期间生活电器消费报告（第一版）.pptx

2018年618期间生活电器消费报告（第一版）,报告期说明：,数据说明：2018年W23、W24时间跨度为2018年6月4日6月17日同比口径为2017年W24、W25周品牌及型号均按零售额排名选取,11.0%,79.8%,12.5%,-10.5%,47.3%,17.7%,20.5%,40.0%,0.6%,27.0%,10.4%,49.7%,-20.8%,7.5%,0%-20%-40%,40%20%,60%,100%80%,4000002000000,800000600000,1000000,14000001200000,电饭煲,电压力锅,电磁炉,煮水产品,豆浆机,咖啡机,搅拌机,榨汁机,厨师机,吸尘器,空气净化器,电风扇,加湿器,抽湿机,电商2018年W23W24对比W1W22，各产品平均单周销量中，除煮水产品和加湿器，其余品类均超过非促销期；2018年与非促销期相比单周销量对比/台,W1-22,W23-24,单周销量增长,中式厨房小电,西式厨房小电,环境小电,-1.0%,-4.4%,-3.5%,7.2%,-0.5%,10.9%,-6.3%,-7.3%,23.2%,-9.9%,5.3%,-8.4%,4.8%,-20%,20%10%0%-10%,30%,50%40%,0,12001000800600400200,1400,200018001600,电饭煲,电压力锅,电磁炉,煮水产品,豆浆机,咖啡机,搅拌机,榨汁机,厨师机,吸尘器,空气净化器,电风扇,加湿器,抽湿机,电商2018年W23W24对比W1W22，多品类均价下移，空气净化器最为明显；2018年与非促销期相比均价变化,W1-22,W23-2444.6%,均价变化,中式厨房小电,西式厨房小电,环境小电,-18.0%,15.8%,0.7%,2.4%,-16.2%,-10.4% -7.4%,-20.7%,-46.6%,33.5%,-36.3%,-25.5%,23.7%,-4.1%,-50%-60%,-10%-20%-30%-40%,40%30%20%10%0%,电饭煲,电压力锅,电磁炉,煮水产品,豆浆机,咖啡机,搅拌机,榨汁机,厨师机,吸尘器,空气净化器,电风扇,加湿器,抽湿机,电商2018年W23W24对比2017年同期，中式厨房小电和环境多品类销额有增幅；2018年W23W24各产品零售额增速,中式厨房小电,西式厨房小电,环境小电,重点品类W23W24表现：,电风扇吸尘器,电压力锅煮水系列,电饭煲破壁料理机,空气净化器咖啡机,吸尘器,节点期间立式、手持推杆式和机器人均价和份额双增长2018年W23W24吸尘器分规格构成变化（零售额份额）,2.3%,28.7%,2.8%5.8%1.3%10.6%,28.1%,48.1%,6.8% 7.2%5.3%3.5% 3.3%,立式,桶式,卧式,微型,手持推杆式,机器人,除螨仪,其他,W23-W24立式桶式,均价(元)1,647310,均价同比变化34.0%2.4%,零售额同比增长81.3%10.6%,卧式微型,491136,9.3%1.7%,-26.9%-24.9%,手持推杆式机器人,1,6811,574,4.3%15.0%,30.6%39.1%,除螨仪其他,426383,-3.5%9.5%,156.1%-84.8%,内圈：17W23-W2446.2% 外圈：18W23-W24,节点期间吸尘器市场向高端渗透2018年W23W24吸尘器分价格段构成变化（零售量份额）,4.6%,6.3%,8.0%,10.8%,13.1%,12.7%,7.1%,16.6%,7.0%,8.9%,2.7%,2.2%,4%2%0%,6%,10%8%,14%12%,18%16%,100-,150-,200-,300-,400-,800-,1000-,1500-,2000-,3000-,4000-,4000+,W1-W22,W23-W24,节点期间小米、莱克表现抢眼2018年W23W24吸尘器主要品牌竞争情况（零售额份额）,17.3%15.8%,6.7%6.3%6.2%5.5%5.2%4.5%3.8%3.1%,科沃斯戴森海尔小狗美的小米石头飞利浦莱克浦桑尼克,W1W22,25.3%47.1%84.9%16.6%87.2%163.5%-12.2%94.6%189.4%,同比增长,19.9%19.7%,7.4%6.1%5.4%5.2%4.6%4.4%3.6%2.8%,科沃斯戴森小米小狗海尔莱克石头美的飞利浦iRobot,W23W24,同比增长,30.8%0.4%107.4%20.5%61.4%129.3%-27.8%-19.5%-54.5%,电风扇,塔扇市场接受度显著提高,台扇促销季逆势增长2018年W23W24电风扇分规格构成变化（零售额份额）,2.2%3.8%2.8%,5.4%,15.3%,20.5%,5.4%,2.2%2.8%4.8%,39.6%44.6%,9.3%,19.3%,15.9%,6.1%,台扇,台式转页扇,升降式转页扇,落地扇,工程扇,塔扇,空调扇,无叶扇,W23-W24台扇台式转页扇,均价(元)246100,均价同比变化106.0%20.3%,零售额同比变化43.2%-37.6%,升降式转页扇落地扇,195189,2.2%23.1%,-8.6%-33.2%,工程扇塔扇,205297,109.1%6.7%,-5.2%-2.2%,空调扇无叶扇,3681139,16.7%0.1%,-39.3%-25.3%,内圈：17W23-W24外圈：18W23-W24,4.1%,4.0%,7.1%,6.6%,11.9%,11.0%,10.6%,11.3%,13.6%,11.1%,7.4%,0%,6%4%2%,10%8%,14%12%,16%,促销节点全面拉动300+产品销量2018年W23W24电风扇分价格段构成变化（零售量份额）18%,1.2%75-,100-,125-,150-,175-,200-,250-,300-,400-,500-,1000-,1000+,W9-W22,W23-W24,节点期间第二集团重洗牌，竞争加剧2018年W23W24主要品牌竞争情况（零售额份额）,33.2%,14.8%12.1%,4.6%3.9%2.9%1.6%1.6%1.5%1.1%,美的格力艾美特先锋奥克斯戴森康佳荣事达大宇澳柯玛,W9W22,72.6%46.3%11.8%-3.6%-8.3%-5.8%-32.8%-15.0%-8.8%,同比增长,27.4%,16.8%,11.0%,5.0%4.6%3.8%2.1%1.7%1.5%1.5%,美的格力艾美特先锋奥克斯戴森大宇康佳澳柯玛海尔,W23W24,同比增长,-19.2%-16.9%-38.6%-39.4%-45.5%-32.2%-53.1%-43.1%-21.3%,空气净化器,32.0%,CADR800+空净产品促销力度大，市场表现突出2018年W23W24空气净化器分规格构成变化（零售额份额）45.0%,28.2%,16.5%,1.7%10.2% 15.8%,CADR400-,600-,800-,800+,W23-W24CADR400-600-,均价(元)11171848,均价同比变化-19.2%-31.4%,零售额同比变化-44.7%-35.4%,800-,4028,21.9%,-44.2%,800+,2695,-42.8%,339.6%,50.6%内圈：17W23-W24外圈：18W23-W24,6.1%,13.2%,15.5%,7.4%,18.8%,13.9%,7.4%,8.2%,5.3%,2.9%,0.9%,0.2%,0%,5%,10%,15%,20%,大促期价格向600-799元、1000-1999元两个价格段集中2018年W23W24空气净化器分价格段构成变化（零售量份额）25%,200-,600-,800-,1000-,1500-,2000-,2500-,3000-,4000-,6000-,10000-,10000+,W1-W22,W23-W24,小米促销期间表现十分突出2018年W23W24空气净化器主要品牌竞争情况（零售额份额）,19.2%17.0%,6.2%4.6%4.2%4.0%3.9%3.5%3.4%3.2%,飞利浦小米布鲁雅尔松下TCL惠而浦霍尼韦尔美的352夏普,W1W22,-14.9%79.1%-49.0%-27.4%-26.0%476.2%-72.9%-3.4%-43.3%-54.8%,同比增长,21.5%,13.3%,9.0%,4.8%4.5%4.4%4.2%2.9%2.8%2.7%,小米飞利浦布鲁雅尔松下霍尼韦尔美的352泰拉蒙海尔TCL,W23W24,同比增长,39.2%-56.1%-44.9%-42.6%-68.6%-5.0%-70.2%142.0%12.4%-53.5%,电饭煲,IH仍为大促热门，价格较去年同期更加亲民2018年W23W24电饭煲分规格构成变化（零售额份额）,71.0%,26.0%20.9%,66.6%,7.5%,IH,W23-W24,均价(元),均价同比变化,零售额同比变化,IH,745,-2.8%,-7.5%,非IH电脑型非IH电脑型,224,-0.9%其他,-22.2%,内圈：17W23-W24外圈：18W23-W248.1%,大促期价格向中段聚拢，150-200元增长突出2018年W23W24电饭煲分价格段构成变化（零售量份额）,3.0%,3.8%,9.6%,10.4%,32.1%,6.9%,16.1%,4.2%,6.2%,3.0%,3.0%,1.7%,0%,10%5%,15%,35%30%25%20%,60-,80-,100-,150-,200-,250-,300-,350-,400-,500-,1000-,1000+,W1-W22,W23-W24,小米、象印节点大促发力，排名明显提升2018年W23W24电饭煲主要品牌竞争情况（零售额份额）,32.6%29.2%,9.0%4.5%,3.2%2.8%2.6%2.5%1.3%1.2%,美的苏泊尔九阳松下,大松飞利浦小米福库虎牌象印,W1W22,17.5%41.0%23.0%70.3%,101.9%-15.6%182.2%57.0%21.5%37.2%,同比增长,33.7%26.2%,9.0%4.5%,4.1%4.0%3.3%2.5%1.7%1.6%,美的苏泊尔九阳松下,小米飞利浦大松福库象印虎牌,W23W24,同比增长,-28.4%-8.2%-8.0%-25.9%,171.4%-40.4%-12.9%-19.2%11.1%-26.9%,排名排名,2位1位,电压力锅,37.7%,3.6%3.0%,方煲关注度上升，IH同比显著提升2018年W23W24电压力锅分规格构成变化（零售额份额）41.1%,7.0%2.5%,IH方煲,热盘方煲,电脑圆煲,机械圆煲,W23-W24IH方煲,均价(元)937,均价同比变化14.2%,零售额同比变化57.0%,热盘方煲电脑圆煲机械圆煲,336279209,-5.5%23.4%19.0%,26.2%5.3%5.3%,内圈：17W23-W24外圈：18W23-W2455.7%49.4%,促销期间高端市场低迷，280-340价格段迎来高峰2018年W23W24电压力锅分价格段构成变化（零售量份额）,1.7%,8.7%,18.7%,9.8%,31.4%,12.2%,5.3%,4.6%,3.2%,1.1%,2.5%,0.8%,0%,15%10%5%,35%30%25%20%,180-,200-,240-,280-,300-,340-,380-,400-,500-,600-,1000-,1000+,W1-W22,W23-W24,美的促销期间表现优，爱仕达大促同比增长高2018年W23W24电压力锅主要品牌竞争情况（零售额份额）,40.6%38.8%,12.8%,1.2%,1.2%0.8%0.7%0.7%0.6%0.5%,美的苏泊尔九阳半球,松下爱仕达洛贝奥克斯奔腾三角,W1W22,24.3%34.8%15.0%55.5%,79.9%173.9%-18.4%-66.9%-18.5%1140.4%,同比增长,46.2%36.4%,11.3%,1.3%,1.3%0.7%0.5%0.5%0.3%0.2%,美的苏泊尔九阳松下,爱仕达半球洛贝奔腾三角大松,W23W24,同比增长,9.0%34.0%4.4%104.0%,749.3%57.6%-29.2%-29.4%1619.0%75.0%,+0.5个百分点,煮水系列,61.1%,2.7%,促销期产品升级亦凸显，茶壶式销额不及去年同期2018年W23W24煮水系列分规格构成变化（零售额份额）56.2%,12.9%,28.0%,2.9%,茶壶式,电热水瓶,养生壶,其他,内圈：17W23-W24外圈：18W23-W2411.1%25.2%,W23-W24,均价(元),均价同比变化,零售额同比变化,茶壶式电热水瓶养生壶,103306185,15.3%6.8%13.1%,-3.1%6.0%11.4%,高端市场促销节点受用户青睐2018年W23W24煮水系列分价格段构成变化（零售量份额）,0.4%,4.1%,14.9%,14.2%,9.4%,11.4%,7.9%,8.3%,17.9%,7.2%,3.5%,0.8%,2%0%,4%,12%10%8%6%,18%16%14%,20%,30-,40-,60-,80-,90-,100-,120-,140-,200-,300-,800-,800+,W1-W22,W23-24,节点期间小米、海尔表现最佳2018年W23W24煮水系列主要品牌竞争情况（零售额份额）,21.0%,11.4%8.7%7.8%3.7%3.7%3.3%2.3%2.1%2.1%,美的苏泊尔小熊九阳金灶荣事达北鼎奥克斯容声象印,W1W22,36.3%78.3%188.6%21.7%48.7%38.5%185.9%-17.8%36.2%55.2%,同比增长,19.5%,11.5%7.9%7.7%6.0%3.6%3.3%2.7%2.5%2.3%,美的苏泊尔小熊九阳北鼎金灶荣事达小米海尔奥克斯,W23W24,同比增长,-22.4%37.3%18.8%-14.5%76.3%17.5%-29.0%637.5%548.0%-5.7%,虎牌、苏泊尔排名上升，后者增幅较大2018年W23W24电热水瓶主要品牌竞争情况（零售额份额）,40.5%,15.7%8.9%6.2%5.5%4.4%4.2%4.0%3.0%1.8%,美的象印九阳奥克斯容声松下虎牌阿帕其苏泊尔海尔,W1W22,41.7%58.0%4.7%-32.6%-2.5%27.6%17.1%74.8%813.9%387.6%,同比增长,41.4%,15.3%9.6%5.9%5.4%4.7%4.2%3.3%3.1%2.9%,美的象印九阳奥克斯虎牌容声松下苏泊尔阿帕其克莱特,W23W24,同比增长,3.6%6.0%-14.8%-17.2%15.7%2.6%-3.1%89.7%7.3%10994.8%,北鼎跃居第二位，市占提升近10个百分点2018年W23W24养生壶主要品牌竞争情况（零售额份额）,28.0%,11.4%10.0%9.9%6.8%5.5%4.4%3.5%2.9%2.8%,小熊荣事达美的北鼎苏泊尔金正SKG九阳生活元素韩国现代,W1W22,284.9%34.8%261.3%204.3%1132.2%292.0%169.6%677.4%904.3%70.8%,同比增长,25.0%19.5%,10.3%7.9%7.3%4.9%3.8%3.4%2.9%1.9%,小熊北鼎荣事达美的苏泊尔金正SKG九阳生活元素韩国现代,W23W24,同比增长,25.2%77.1%-30.0%-22.6%602.0%-35.8%34.6%22.1%53.6%-36.2%,破壁料理机,破壁各类型均价降幅明显，真空型增速快2018年W23W24破壁料理机分规格构成变化（零售额份额）,21.4%,10.8%,加热型,非加热型,78.6% 89.2%内圈：17W23-W24外圈：18W23-W24,W23-W24加热,均价(元)865,均价同比变化-18.0%,零售额同比变化15.8%,真空型,1753,-34.4%,1174.9%,节点期间价格段下移，中低端渗透加强2018年W23W24破壁料理机分价格段构成变化（零售量份额）,2.8%,5.3%,13.6%,16.2%,22.3%,17.0%,8.1%,9.6%,4.2%,0.4%,0.4%,0.1%,0%,5%,10%,20%15%,25%,200-,300-,400-,500-,800-,1000-,1300-,2000-,3000-,4000-,5000-,5000+,W1-W22,W23-24,节点品牌排位变化较大，二梯次品牌瓜分较多市占2018年W23W24破壁料理机主要品牌竞争情况（零售额份额）,W1W22,同比增长,W23W24,同比增长,咖啡机,胶囊机均价下滑幅度最大,半自动意式增长抢眼2018年W23W24咖啡机分规格构成变化（零售额份额）,28.8%,12.2%,20.0%,33.8%,5.2%,29.7%,13.4%,22.7%,32.6%,1.5%,滴漏,胶囊,半自动,全自动,其他,内圈：2017年同期外圈：2018年W23-W24,W23-W24滴漏,均价(元)445,均价同比变化1.6%,零售额同比变化-11.1%,胶囊半自动,1143891,-7.1%14.0%,-18.1%10.2%,全自动,4119,4.6%,-11.6%,其他,1002,-23.1%,-64.2%,促销期间1000-,5000-价格段产品受益最多2018年W23W24咖啡机分价格段构成变化（零售量份额）,5.0%,6.2%,17.7%,8.7%,15.4%,23.2%,12.7%,2.2%,2.7%,4.7%,0.9%,0.5%,0%,5%,25%20%15%10%,90-,100-,200-,300-,500-,1000-,1500-,2000-,3000-,5000-,7000-,7000+,W1-W22,W23-W24,促销期间,非主流内资品牌表现强势2018年W23W24主要品牌竞争情况（零售额份额）,23.2%,16.0%11.8%8.6%6.6%3.7%3.1%3.1%2.6%2.4%,德龙飞利浦东菱奈斯派索多趣酷思摩飞惠家灿坤柏翠德颐,W1W22,-9.9%3.2%78.2%39.4%44.0%-12.6%25.8%38.2%124.0%7.8%,同比增长,23.1%17.9%,10.7%6.3%5.9%5.3%3.7%2.4%2.4%2.0%,德龙飞利浦东菱格米莱奈斯派索摩飞多趣酷思惠家九阳德颐,W23W24,同比增长,-18.8%-19.5%-12.1%4396.9%-2.0%26.7%-50.1%3.0%211.3%-5.9%,谢谢观看！,