【家电报告】从家电市场渠道演变看用户全流程运营.pdf

-25-20-15-10-5051015202530354045502020.02 2020.04 2020.06 2020.08 2020.10 2020.12 2021.03 2021.05 2021.07 2021.09 2021.11 2022.02 2022.04 2022.06 2022.08 2022.10 2022.12 2023.03 2023.05 2023.07 社零同比家电与音像器材类社零同比42.888.6119.1112.835.173.1100.794.9元旦春节五一端午旅游人数旅游收入-14-10-6-237111519232018-062018-092018-122019-032019-062019-092019-122020-032020-062020-092020-122021-032021-062021-092021-122022-032022-062022-092022-122023-032023-06人均可支配收入:累计实际同比人均消费支出:累计实际同比收入增速-支出增速3312 3666 4040 4452 4345 4914 5823 6266 5934 6646 6508 6784 7312 8294 8617 8571 7713 8118 7692 5158 919 642 572 768 1112 582 562 9.8%10.7%10.2%10.2%-2.4%13.1%18.5%7.6%-5.3%12.0%-2.1%4.2%7.8%13.4%3.9%-0.5%-10.0%5.3%-5.2%1.3%-6.2%0.8%13.7%16.6%5.7%-11.3%-6.7%20042005200620072008200920102011201220132014201520162017201820192020202120222023M1-823M01-0223M0323M0423M0523M0623M0723M08635 1,670 632 81 399 61 324 67 45 43 158 323 139 167 183 26 118 76 12-6.9%7.4%4.0%-8.8%-1.5%16.2%1.6%6.5%-17.1%2.3%-2.2%-9.2%0.3%9.6%3.1%-4.0%7.2%-4.8%-39.9%彩电空调冰箱冷柜洗衣机（含套）干衣机（含套）烟灶消洗碗机单功能微蒸烤微蒸烤复合机集成灶小家电电热燃热清洁电器净化器净水器电风扇电暖器零售额（亿元）同比1142 2149 999 115 740 105 521 113 75 74 272 522 238 266 345 49 198 94 55 8072 1.7%9.1%7.4%-10.3%5.8%16.6%4.6%10.5%-15.1%7.5%4.8%-7.5%6.6%7.7%7.2%3.5%7.3%9.4%-8.6%4.9%彩电空调冰箱冷柜洗衣机(含套装)干衣机(含套装)烟灶消洗碗机单功能微蒸烤微蒸烤复合机集成灶小家电电热燃热清洁电器净化器净水器电风扇电暖器合计2023F零售额（亿元）零售额同比2025(E)2023(E)2022202120202019拼抖快线上其他平台电商专业电商下沉渠道超市品牌直营店家居建材渠道百货店区域量贩全国连锁3278299945554038394833182873211511.0%-2.3%8.8%1.8%3.6%2.2%34.9%3.8%平台电商专业电商大连锁TOP客户线下其他下沉抖音拼多多23H1均价（元）均价同比23.3%50.9%22.3%3.2%0.3%12.7%55.3%27.1%4.7%0.2%1-10类11-20类21-30类30-40类40类以上2018-092019-09品牌失效消费者理性单品牌忠诚度下降忠诚于品牌群组多方选择，多角度比较流量失效流量饱和信息过载多方入池注意力粉末化21.8%40.0%9.8%11.2%34.8%19.5%15.0%34.1%45.8%10.9%11.2%33.9%6.0%26.1%31.9%20.0%0.4%3.8%0.1%-0.5%-3.3%2.2%3.4%6.1%9.5%-2.3%-0.5%0.6%0.7%3.7%3.1%-41.4%彩电冰箱冰柜洗衣机独立式干衣机空调油烟机燃气灶洗碗机集成灶电储水热水器燃气热水器小家电净化器净水器扫地机器人高端占比同比增幅-20%0%20%40%60%80%北京SKP南京德基广场北京国贸商城上海国金中心IFC上海恒隆广场武汉武商摩尔城深圳万象城杭州大厦成都IFS广州太古汇成都远洋太古里长沙IFS西安SKP沈阳万象城杭州滨湖银泰in77郑州丹尼斯大卫城杭州万象城青岛海信广场厦门万象城上海恒隆港汇广场上海环贸iapm南宁万象城重庆万象城2020零售额同比2021零售额同比解决方案清洁中心洗护中心烹饪中心娱乐中心空气管理中心全屋用水28552884259027972419209721402694237525371.0%-10.2%8.0%-13.5%-13.3%2.1%25.9%-11.9%5.2%2014201520162017201820192020202120222023H1彩电线上零售均价（元）均价同比33673548336738563717360937414812521153615.4%-5.1%14.5%-3.6%-2.9%3.7%28.6%8.3%4.7%2014201520162017201820192020202120222023H1彩电线下零售均价（元）均价同比2729243425832822298927752577294130393110-10.8%6.1%9.3%5.9%-7.2%-7.1%14.1%3.3%2.1%2014201520162017201820192020202120222023H1空调线上零售均价（元）均价同比3593341735293825395637423530371639124003-4.9%3.3%8.4%3.4%-5.4%-5.6%5.3%5.3%2.3%2014201520162017201820192020202120222023H1空调线下零售均价（元）均价同比17031727176018902079195520162279228924351.4%1.9%7.4%10.0%-6.0%3.1%13.0%0.5%11.2%2014201520162017201820192020202120222023H1冰箱线上零售均价（元）均价同比28012910301332873611365538994513504953823.9%3.5%9.1%9.8%1.2%6.7%15.7%11.9%4.5%2014201520162017201820192020202120222023H1冰箱线下零售均价（元）均价同比55%42%36%36%30%21%15%11%功能需要愉悦自己显示品味/个性就产品损坏/淘汰他人推荐猎奇尝鲜/紧跟潮流送礼/送人冲动购买变化23年排名21年排名-1%11+9%25+1%33持平42-3%54-1%66-2%77-3%8874.9%73.0%68.1%65.1%61.0%38.7%37.5%36.4%31.2%22.5%1.2%健康空调保鲜冰箱除菌洗衣机干衣机净水机空气新风系统美容及个人护理类（吹风机、电动牙刷、洗脸热水器吸尘器颈部按摩仪蒸烤箱其他0.57.844.447.4暂时不确定一般感兴趣比较感兴趣非常感兴趣整装省心省力品质保障场景体验风格统一售后简单0.3%1.9%2.5%2.8%20H121H122H123H12.611.892.772.787.5116.780.0%38.0%3.1%68.8%74.2%167.4%23.0123.0223.0323.0423.0523.06零售额（亿元）同比2.1%6.1%11.2%14.7%18.1%19.1%28.0%20172018201920202021202223H1连续年度线下嵌入式冰箱零售额规模占比走势全尺寸嵌入式60*60CM嵌入式独嵌两用集成洗碗机台式水槽式抽屉式整体线上市场线下市场4.4%6.8%11.9%17.9%24.7%2021H12021H22022H12022H22023H14%9%14%19%24%20Q120Q220Q320Q421Q121Q221Q321Q422Q122Q222Q322Q423Q123Q2线上线下13%24%50%65%76%22%32%53%66%77%19H120H121H122H123H1线上线下7.164.994.82.121.926.1%7.3%22.2%12.3%19.4%抖音微博快手哔哩哔哩小红书月活跃用户规模（亿）同比增长率36.610.923.316.916.4抖音微博快手哔哩哔哩 小红书月人均使用时长（小