2018年五一洗衣机市场总结报告.pptx

,2018年五一洗衣机市场总结报告,目录CONTENT,01 为什么要做高价格产品？02 如何打造高价格畅销品？,03 线上市场，传统竞争加速进行,3,数据说明,2018年15-18周 VS 2017年16-19周2018.4.9-5.6 VS 2017.4.10-5.7,五一周期,XX推总数据,XX线下月度/周度监测数据XX线上周度监测数据,数据来源,可比口径商场的同比增长率,同比增幅,五一期间，规模增长遇阻,数据来源：XX推总数据,2018年五一 洗衣机市场分线上、线下同比表现,+12.8%,+17.3%,零售量同比,零售额同比,零售量同比,零售额同比,132万台,19亿元,186万台,47亿元,零售量：,318 万台 -4.3%,零售额：,66 亿元 +0.4%,均价：,2070 元 +5.0%,2018年五一洗衣机市场规模,-13.6%线下均价： 2518元,-5.1%+9.8%,线上+4.0%均价： 1439元,5,数据来源：XX线下周度监测,消费习惯变迁 ，商家提前促销透支影响五一规模2018年 线下周度洗衣机零售额规模表现,6,315当周及前一周迎节后消费高峰,3月线下累计额同比+15.3%增流量相当于去年五一体量的16.4%商家提前截流W1 W2 W3 W4 W5 W6 W7 W8 W9 W10W11W12W13W14W15W16W17W18,W13同比+127.4%，增量相当于去年五一体量的11.1%,数据来源：XX推总 / 预测数据,2452,2484,2648,3304,3535,3159,3325,3292,3324,3494,3710,3874,4133,4451,200010000,500040003000,2006,2007,2008,2009,2010,2011,2012,2013,2014,2015,2016,2017,2018F,2019F,2020F,314,342,393,515,568,523,581,579,599,614,684,751,820,908,2000,1000800600400,2006,2007,2008,2009,2010,2011,2012,2013,2014,2015,2016,2017,2018F,2019F,2020F,长期来看，洗衣机行业发展进入成熟期，企业面临深度竞争2006-2020F年洗衣机市场规模,单位：万台2349,单位：亿元279,7,物流成本上涨仓储成本上涨,成本上涨直接加剧了企业的经营压力,PP价格指数走势图,钢材综合价格指数走势图,500,700,75,150人工成本上涨,原材料成本快速上涨,受供给侧结构改革、环保督查等政策的影响，原材料成本呈现震荡上行态势，考虑到政策的持续性，预计后期原材料价格将维持在高位运行；,人工成本、物理成本、仓储成本等都在快速增长原材料成本上涨,8,12.4%,11.3%,9.0%,12.4%,-1.3%-6.3%,2.7%,1.8%,-1.5%,1.5%,3.2%,1.7%,4.2%,5.0%,7.8%,9.9%,5.3%,8.5%,13.0% 12.7%13.0%9.7%,11.7%,15.8%,10.6%,12.9%9.1%,冰箱,洗衣机,空调,数据来源：XX线下月度监测数据,提升均价成为行业发展重要的动能补给 今年1-3月，洗衣机线下均价为2782元，同比去年同期，提升12.0%2016-2018YTD大家电价格同比变化情况,9,线上4000元以下，占比90%线下4000元以上，额同比+22.5%,175,-10%,5%0%-5%,1-3月累计,数据来源：XX推总数据,10,338,331,62,64,261 -1.7%49,13.8%10.5%,11.2%,19.4%12.5%,93015.0%7.4%,25%20%15%10%,0,400300200100,500,1000900800700600,1月,2月,3月,零售量(万台),零售额(亿元),量同比,额同比,今年一季度，均价提升为洗衣机市场增长注入活力2018年1-3月 洗衣机市场规模及同比表现,76.8%74.1%,87.3%,-2.7%,84.4%-2.6%,60%40%20%,120%100%80%,数据来源：XX线下周度监测数据,54.8%,98.9%98.5%,92.4%81.8%,97.1%90.9%,50.3%45.3%-5.3%,-2.2%,6.3%,19.6%76.7%,4.0%,-10%,10%5%0%-5%,25%20%15%,0%,2017,2018,额同比,市场老三样：滚筒，变频，大容量接近普及2018vs.2017（五一期间） 洗衣机产品重点维度零售额份额及同比表现,11,滚筒洗衣机=100%,变频洗衣机=100%,变频波轮波轮=100%,变频滚筒滚筒=100%,8KG+洗衣机=100%,8KG+波轮波轮=100%,8KG+滚筒滚筒=100%,16.1% 14.8%,2.5%,4.3%,2017,2018,2017,2018,数据来源：XX线下周度监测数据,变频波轮受制于成本，价格渗透遇到瓶颈2018vs.2017（五一期间） 波轮洗衣机分价格段分规格零售额份额变化,99.7% 99.6%,95.8% 96.4%,74.5%,69.4%,42.5%,39.6%,0.3%,0.4%,4.2%,3.6%,25.5%,30.6%,57.5%,60.4%,83.9%,85.2%,97.5%,95.7%,2017,2018,2017,2018,2017,2018,2017,2018,定频,变频,1000-,1500-,2000-,2500-,3000-,3000+,12,54.1%,47.7%,大容量已成为行业基础配置,数据来源：XX线下周度监测数据,40.8%,47.3%,29.5%,36.1%15.3%,33.4%11.3%,27.3%5.0%,5.0%12.4%,36.7%,58.8%,49.2%,57.5%,50.3%,66.5%,59.4%,68.7%,60.2%,41.4%9.9%1.5%,6KG-,7KG-,8KG-,9KG-,10KG-,11KG-,11KG+,201720181000-,201720181500-,201720182000-,201720182500-,201720183000-,201720183000+,2018vs.2017（五一期间）波轮市场分价格段容量结构变化情况（额份额）,44.3%59.3%,32.9%,42.5%32.3%,36.6%27.0%,32.9%,12.3%7.1%,25.6%,20.2%29.2% 46.6%,26.6%32.1%,34.7%,27.3%,42.3%,18.4%,20.3%,47.5%13.1%,6.2%13.9%3.4%6.6%,7KG-,8KG-,9KG-,10KG-,11KG-,11KG+,201720182000-,201720183000-,201720184000-,201720185000-,201720186000-,201720188000-,201720188000+,2018vs.2017（五一期间）滚筒市场分价格段容量结构变化情况（额份额）,13,市场快速向高端升级，培育高价格产品迫在眉睫,4.8%,3.4%,17.6%11.7%,17.1%9.8%,26.2%,21.6%,20.2%,21.3%,11.5%,1.9%2.6%6.2%8.9%,3.8%3.5%8.1%,2017数据来源：XX线下周度/线上周度监测数据,2018,10000+10000-,8000-,6000-5000-,4000-,3000-2000-1000-,五一期间 洗衣机线下市场分价格段零售额份额变化,五一期间 洗衣机线上市场分价格段零售额份额变化,19.5%,26.5%,17.5%23.9%,14.3%21.9%,14.0%,12.7%,8.1%10.8%,11.8%14.7%,8.1%,6.8%,6.7%2.3%2.4%6.2%,5.1%2.1%3.0%7.7%,2017,2018,5000+5000-,4500-,4000-3500-,3000-2500-,2000-1500-1000-,55.4%,48.9%,14,5000+,2000-,-51.5%,-30.4%,-52.5%1.0% 0.8% 0.4% 0.3% 0.3% 0.3% 0.1%,-80%,-60%,-40%,BEKO,TCL,小鸭,荣事达,美菱,创维,数据来源：XX线下周度监测数据,12.7%,8.6%,6.3%,3.9% 3.8%,3.2%,2.1% 1.8%1.3%,-8.4%17.3%,-21.6%,20.5%,-16.6%,-34.5%,-26.1%,-8.2%,-15.7%,0.0%,-26.8%,34.3%13.9%9.7%8.6%,5.4%,7.7%7.9%,31.0%,5.1%,13.0%,1.7%,23.0%10.9%,14.2%11.4%6.5%,31.9%,13.5%10.8%,-16.7%,5.4%,11.7%,8.7%,-4.3%,-20%,20%0%,40%,0%,5%,10%,15%,20%,25%,35%30%,40%,海尔,小天鹅,西门子,松下,美的,博世,三洋,三星,海信,惠而浦 伊莱克斯,LG,2017,2018,额同比,均价同比,海尔发力高端产品，增长显著2018vs.2017（五一期间） 洗衣机市场分品牌零售额份额及同比 、均价变化,15,目录CONTENT,01 为什么要做高价格产品？02 如何打造高价格畅销品？,03 线上市场，传统竞争加速进行,16,深度竞争已经开启，打造高价格产品须聚焦细分市场,17,行业深度竞争，高端市场成为战略重地规模承压“老三样”普及,功能细分人群细分场景细分,-5.5% -5.0%,-17.3%,-49.4%,9.0%,3.4% 1.1%,2.6% 1.3% 1.9% 1.5%,1.0% 1.0%,14.8% 13.8% 14.3%,12.4%,12.4%12.7%,9.2%,6.0%,-27.4%,波轮市场：主力品牌力推功能细分，掘金3000元以上,数据来源：XX线下周度监测数据,12.4%40.7%36.2%-16.4%23.5%-37.2%21.5%-48.3%6.6%9.3% 9.1%6.9% 4.2% 4.0%3.1%,3.3%,-54.8%,20%10%0%-10%-20%-30%-40%-50%-60%-70%-80%,45%40%35%30%25%20%15%10%5%0%,海尔,小天鹅,松下,美的,三洋,伊莱克斯,海信,TCL,荣事达,惠而浦,2017,2018,额同比,2018vs.2017（五一期间）波轮洗衣机分品牌零售额份额及同比,16.0%-33.3%,19.1%18.2%17.3%-10.5%,12.9%-8.6%,-26.1%,17.7%,-14.2%5.9%,20.0%8.7%6.2%,30%20%10%0%-10%-20%-30%-40%,25%20%15%10%5%0%,1000-,1500-,2000-,2500-,3000-,3500-,4000-,4000+,2017,2018,额同比,2018vs.2017（五一期间）波轮市场分价格段零售额份额变化,18,立足功能细分，洗干一体机市场快速扩容,数据来源：XX线下周度/线上周度监测数据,双缸0.6%, -28.3%, 2.6%,滚筒单洗,42.9%, -24.2%, 36.5%,滚筒洗干一体机33.9%, 49.8%, 20.9%,-60%,-40%,-20%,20%0%,40%,60%,0%,波轮22.6%, -14.8%,39.8%20%,40%,60%,滚筒76.8%, -2.7%, 57.5%80%,双缸3.4%, 24.5%, 10.1%,波轮35.7%, 12.5%,50.7%,滚筒59.8%, 19.6%,32.2%,滚筒单洗42.6%, 11.9%, 25.6%,滚筒洗干一体机17.3%, 44.1%, 6.7%,5%0%,10%,20%,35%30%25%,单缸45%1.1%, 40.3%,6.9%40%,50%,15%0%,10%,20%,30%,40%,50%,60%,70%,2018五一期间 洗衣机线下市场分品类市场表现,2018五一期间 洗衣机线上市场分品类市场表现,图例说明：X:额份额，Y:额同比，大小:量份额,图例说明：X:额份额，Y:额同比，大小:量份额,线下额同比：-5.9%,线下额同比：+17.3%,19,LG,BEKO,TCL,LG,BEKO,TCL,13.8%,-28.3%,-12.4%,6.1%,12.7%,-41.5%,绝大多数滚筒品牌增量来自烘干,数据来源：XX线下周度监测数据,32.6%,8.6%,6.2%5.1%4.2%,3.7%,2.1%1.8%1.1%1.1%0.4%0.2%0.1%,15.0%,-9.7%16.5%15.6%-21.6%,18.6%,-16.6%-23.6%,2.1%,-50.0%,18.3%,-47.5%,-100%,-60%-80%,0%-20%-40%,40%9.8% 20%,80%60%,0%,10%5%,20%15%,30%25%,40%35%,海尔,西门子,小天鹅,松下,美的,博世,三星,三洋,惠而浦,海信,伊莱克斯,美菱,201771.5%,2018,额同比37.9%,2018vs.2017（五一期间）滚筒洗衣机分品牌零售额份额及同比,2018vs.2017（五一期间）滚筒市场分品牌分规格零售额同比表现,-3.2%,-26.5%-40.5%-43.8%,8.8%,-35.2%-21.9%-47.7%,1.3%-28.0%,-65.9%,-48.3%,-2.3%,47.2%,-5.1%,49.5%,3.3%,1.7%,16.2%18.4%,-80%,-40%-60%,20%0%-20%,60%40%,100%80%,海尔,西门子,小天鹅,松下,美的,博世,三星,三洋,惠而浦,海信,伊莱克斯,美菱,单洗同比534.1%235.3%,洗干一体机同比57750.2%71.0%,1476.9%,20,洗干一体机已成燎原之势，独立式干衣机普及道阻且长,多因素制约，干衣机全面普及道阻且长, 用户习惯 居住面积受限 居民收入结构分化,目前能做什么？, 加强市场教育 推广放置方案 持续品牌建设，吸引高端人群,0.9%,26.2%,51.5%,10.4%,6.3%,3.9%,0.6%,0.2%,2000- 3000- 4000- 5000- 6000- 8000- 10000- 10000+,零售量,零售额,2018年五一期间滚筒洗干一体机市场分价格段零售额份额变化,2018年五一期间独立式干衣机市场分价格段零售额份额变化,3.6%,42.2%,11.5%,7.7%,2.6%,3.0%,5.1%,8.0%,16.3%,1000- 2000- 3000- 4000- 5000- 6000- 7000- 8000- 8000+,零售量,零售额,低端直排式量大，体现刚需基数大,0.1%,15.3%,17.4%,32.8%,14.9%,12.5%,4.4%,2.5%,2000- 3000- 4000- 5000- 6000- 8000- 10000- 10000+数据来源：XX线下周度监测数据,零售量,零售额,1.2%,7.5%,2.9%,3.5%,4.9%,7.1%,24.4%,26.4%,22.1%,零售量,零售额,线上,线下,线上,线下,1000- 2000- 3000- 4000- 5000- 6000- 7000- 8000- 8000+21,15.2%,10.5%,19.0%,数据来源：XX线下周度/线上周度监测数据,40.7%,-6.4%1.4% 1.4%,-62.1%1.9% 1.0%,48.6%-28.8%,30.4%-16.4%30.8%,-16.0%8.0%8.3%,-80%,80%60%,100%,0%,40%30%20%10%,50%,单缸,双缸,普通波轮,加热波轮,普通滚筒,壁挂滚筒,19.8%24.4%20.5%,8.2%16.1%,0%,200%160%120%80%40%,0%,40%35%30%25%20%15%10%5%,单缸,双缸,普通波轮,加热波轮,普通滚筒,壁挂滚筒,2017169.6%20.8%11.5%,2018,额同比17.3%35.7%,注：线上4KG以下洗衣机为100%同比：+48.7%23.1%77.3%10.7%19.4%5.0%,2018vs.2017（五一期间） 线下迷你洗衣机零售额份额变化情况注：线下4KG以下洗衣机为100%60% 同比：-14.3% 2017 2018 额同比 79.9%,家庭环境变迁，迷你市场方兴未艾 二胎政策放开 人口老龄化+晚婚晚育 双职工家庭占比高,警惕因素 居民可支配收入结构分化,40%小天鹅 伊莱克斯20%0%18.5% -20%-40%8.9% -60%,22XX监测迷你在线上、线下零售额占比分别是4.5%、0.9%,人群细分，迷你市场方兴未艾2018vs.2017（五一期间） 线上迷你洗衣机零售额份额变化情况,8.0%,-87.5%,6.4%,0.3% 9.0%,8.3%,加热技术壁垒较低，加热波轮价格竞争激烈,数据来源：XX线上周度监测数据,23,2018vs.2017（五一期间） 线上迷你加热波轮洗衣机品牌零售额份额,线上,4.5%,23.0%,12.2% 11.7%9.6%4.5% 14.5%0.0%,5.8%0.0%,5.5%0.0%,45.3%43.1%,47.9%,-84.4%-94.2%8.4% 0.4%0.0% 0.4%6.3% 0.4%9.8% 0.2%,-60%-80%-100%,-20%,0%,60%40%20%,80%,0%,10%,20%,30%,50%40%,60%,海信,伊莱克斯,海尔,容声,澳柯玛,摩鱼,奥克斯,小天鹅,TCL,奇帅,三星,2017,2018,额同比,+2615.2%,+604.2%,均价,31.1%,41.1%,9.4%,75.6%,12.0%,4.1%1.1%,1.6%,-120% 0%,20%10%,-40% 30%,40%,60%50%,70%,100% 80%,1000-,1500-,2000-,2500-,3000-,3000+,2017,2018,972,999,2172,955,985,1072,878,3051,984,841,4238,1231 1046 均价同比 -15.1%,3.9% 15.3%,0.3%,2.8% 11.9% 3.0% 12.3%,线下加热波轮呈现两极分化现象,数据来源：XX线下周度/线上周度监测数据,24,2018vs.2017（五一期间） 线下迷你加热波轮洗衣机品牌零售额份额,线上,均价,63.2%,0.0%,63.6%,21.3%1.6%,1.1%0.0%,1.3% 0.8%,-12.5%,-80.8%6.8% 17.8%0.5%,-91.2%1.8%,-39.5%,-20%,20%0%,40%,60%,30%20%10%0%,40%,60%50%,70%,80%,伊莱克斯,海尔,海信,小天鹅,三星,澳柯玛,康佳,容声,2017,2018,额同比,下,1.6%,55.6%,10.4%,47.8%,24.5%,1.0% 8.3%,20.9%,-40%30%-60%20%-80%-100% 10%-120% 0%,40%,60%50%,70%,80%,1000-,1500-,2000-,2500-,3000-,3000+,2017,2018,+914.4%,+804.3%,967,3353,1121,2321,2595,1293,1580,1192,1600 1212 均价同比-24.3%,20.2%,0.0%,壁挂滚筒是细分市场的增长明星，正在吸引更多玩家,数据来源：XX线下周度/线上周度监测数据,25,2018vs.2017（五一期间） 迷你壁挂滚筒洗衣机品牌零售额份额,0.0%,19.4%,13.1%,2.5%,0.0% 1.5% 0.0% 1.0% 0.0% 0.9% 0.0% 0.6% 0.0% 0.3%,3.4%,60.8% 29.8%,0%,10%0%,20%,40% 79.8%30%,60%50%,70%,80%,大宇,小天鹅,MINIJ,志高,好易点,金松,长虹,伊莱克斯,宾维,2017,2018,额同比,3901,2799,2815,1999,1931,2163,2251,2321,2419,均价,线上均价3356元,78.0%,0.0%,22.0%,53.1%,40.3%,24.6%,6.6%-44.8%,-40%-50%,-30%,-10%-20%,10%0%,20%,30%,10%0%,10% 20%,20% 40%30%,30% 60%50%,70%,40% 80%,小天鹅,伊莱克斯,大宇,2018,2017额同比,2643,2405,3514,均价,线下均价2582元,线上,线下,9个品牌,3个品牌,数据来源：XX线下周度监测数据,26,2018vs.2017（五一期间）滚筒10000元以上市场分规格结构变化（零售额）,2018vs.2017（五一期间）滚筒多筒市场分品牌零售额份额,99.4%,81.8%,海尔,0.0%小天鹅,0.6%LG,0.0%0.1%海信,2017,2018,42.3%,49.4%14.0%4.1%,多筒,单筒,多筒同比：+64.6%单筒同比：-4.2%,场景细分：多筒产品在高端市场开疆扩土,海尔同比：+34.9%,高价格产品卖点设计：契合用户心智,价格高的商品，买的人少，价格低的商品，买的人多。, 成本产品价格 vs. 可替代方案成本,X,2016年全国酸奶市场规模约为1000 亿，酸奶增幅远超牛奶，预计2020年更将达到1900 亿，届时在液态乳中占比将超50%,2013年之后，中国方便面市场需求量开始一路下滑。到2016年，整个中国市场需求已经跌到了385.2亿份。三年之内，相当于平均每天需求下降723万份。数据来源：媒体公开信息,用户心智酸奶 = 健康、助消化、美容这是真的吗？借势用户心智的力量买不买？花多少钱买？购买意愿影响要素： 需求度痛不痛？,27,目录CONTENT,01 为什么要做高价格产品？02 如何打造高价格畅销品？,03 线上市场，传统竞争加速进行,28,302,13.4%,-20%,0%-10%,线上已成为洗衣机市场重要的零售渠道2015-2018F洗衣机线上零售量、零售额规模增长情况,118,171,249,2017,67.7%,21.4%,65.9%907,45.0%45.7%1320,177845.8%34.7%,10%,60%50%40%30%20%,80%70%,0,500,200015001000,2500,2015数据来源：XX线上周度监测数据,2016,2017,2018F,额(亿元),量(万台),额同比,量同比,29,11.9%,11.4%,-4.8% -10.1%,行业：17.3%,35%30%,1.4%,1.1%,1.0%,-80%-100%,奥克斯,威力,创维,33.6%62.1%,10.3%,4.0%,3.4%,2.6%,2.0%,1.9%,1.7%,1.6%,65.6%,-30.7%,-24.6%,61.3%,7.0%,14.8%-9.9%4.9%16.1%-4.3%11.0%,3.3%7.3%,15.5%-5.8%,2.5%,19.4%,16.2%,-10.8%-3.7%,12.8% 12.6%-22.0%,-1.1%,-40%,20%0%-20%,40%,80%60%,100%,5%0%,10%-60%,25%20%15%,40%,海尔,小天鹅 西门子,美的,三洋,松下,TCL,三星,海信,LG,博世,2017,2018,额同比97.5%,均价同比,数据来源：XX线上周度监测数据,主流品牌线上归位，海尔增长显著五一期间 线上洗衣机市场主力品牌零售额份额、额同比及价格同比变化,30,18.0%,品类结构趋稳，容量结构快速升级,数据来源：XX线上周度监测数据,五一期间 线上洗衣机市场分品类零售额份额及同比表现,五一期间 线上波轮市场分容积段零售额份额及同比表现,0.9%1.1%,3.2% 3.4%,37.2%35.7%,24.5%4.3%,12.5%5.0%,19.6%5.8% 59.8%58.7%,-100%,-80%,-60%,-40%,40%20%0%-20%,60%,0%,10%,30%20%,40%,40.3%90%80%70%60%-11.4%50%,100%,单缸,双缸,波轮,滚筒,2017,2018,额同比,价格变化,40.4%,19.9%11.4%7.1% 2.9%0.3%6KG- 7KG- 8KG- 9KG- 10KG- 11KG- 11KG+五一期间 线上滚筒市场分品类零售额份额及同比表现,2017,2018,3.5%,7.0%,47.2%,12.0%,29.4%,0.8%,7KG-,8KG-,9KG-,10KG-,11KG-,11KG+,2017,2018,额同比,31,14.9%,33.1%,大容量波轮搭载变频，快速渗透,数据来源：XX线上周度监测数据,8.2%,0.0%0.2%,0.8%0.1%,1.9%2.3%,4.3% 1.8%,2.8%5.9%,7KG-,8KG-,9KG-,10KG-,11KG-,11KG+,31.3%25.4%2017 20181000-,54.7%73.7%37.5%13.5%2017 20181500-,41.2%35.5%7.3%2017 20182000-,64.0%70.4%19.7%2.2%2017 20182500-,59.7%66.6%13.4%3.6%2017 20183000-,54.3%40.5%8.0%2.2%2017 20183000+,五一期间 线上波轮分价格段分容量段结构表现（零售额）,0.2%0.7%,9.2%,定频,变频,五一期间 线上波轮分价格段分规格结构表现（零售额）,99.3%99.8%201720181000-,32.9%42.5%67.1%57.5%201720181500-,71.9%90.8%28.1%201720182000-,61.3%74.3%38.7%25.7%201720182500-,56.2%90.6%43.8%9.4%201720183000-,92.4%95.2%7.6%4.8%201720183000+,XQB90-BM21JDEB90BM39THXQB80-BM21JDTB90V60WD,海尔海尔海尔小天鹅,变频变频变频变频,1633159915801609,21.7%6.7%6.7%5.8%,EB100BDZ89U1EMB85BDS9GU1S8518BZ61XQB80-X8235,海尔海尔海尔松下,变频变频变频变频,2998308927642705,15.4%12.6%11.1%10.6%,32,30% 24.4%,17.1%,3.4%,5.1%,4.7%,4.4% 2.6%1.7%,2.3%,3.1% 2.7%,1.5% 1.0%,8.2%,激烈竞争下，市场表现开始分化,数据来源：XX线上周度监测数据,3.0%,3.3%,0.3%,23.0%18.4%18.5%,9.9% 8.5%,32.7%-4.3%,10.5%,2.9% 2.3%,73.5%,26.4%,-30.3%,-3.7%,29.7%,-60%-80%-100%,-20%-40%,40%20%0%,60%,80%,100%,10%0%,20%,40%,50% 60.5%,60%,海尔 西门子 小天鹅 美的,三洋,三星,松下,LG,博世,TCL,海信,2017,2018,额同比,五一期间 线上滚筒市场分品牌零售额份额及同比表现,27.5%,11.0%,18.7%,41.4%30.1%,23.4%23.6%,7.8%8.3%,-89.5%0.0%0.0%,-18.5%,64.5%,18.8%,26.6%,-11.0%,-60%-80%-100%,-20%-40%,40%20%0%,60%,80%,100%,10%0%,20%,40%30%,50%,60%,1000-,2000-,3000-,4000-,5000-,5000+,2017,2018,额同比,五一期间 线上滚筒市场分价格段零售额份额及同比表现,326.1%,33,电商瓶颈已经显现，流量&内容是目前运营的两大核心,电商三大弊端,运营两大核心, 产品入口扁平化 流量分发成本高企 线上产品体验存在短, 流量 内容,板，高端产品34,