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,2,2018年十一小长假彩电市场洞察报告,3,平淡市场当中，假日促销效益降低,传统假日增长动力不足，黄金周将下滑,目录,4,平淡市场当中，假日促销效益降低,5,W27,W28,W29,W30,W31,W32,W33,100%80%60%40%20%0%-20%-40%,线上,线下,促销热度不减，边际效益降低2018年下半年彩电市场分周零售量同比,6,3,368,3,667,3,404,3,769,3,378,3,762,3,756,2,255W27,2,074W28,2,159W29,2,104W30,2,190W31,2,140W32,2,119W33,线上,线下,面板价格回升，线下率先做出反应2018年下半年彩电市场分周均价变化（元）,7,1.8%9.1%3.7%5.0%11.9%,34.4%,2.5%,3.8%,11.9%,1.2%1.1%,3,3,4,4,4,4,4,5,5,5,6,6,7,7,线下量份额,19.1%,10.0%9.3%,2.5%2.1%,4.8%0.5%,11.2%,25.8%,1.0%,7.9%3.6%,0.4%0.6%,45 43 40 39 32 ,50 8.5%49 4.1%48 0.3%,58 55 ,65 60 ,75 70 ,75 0.4%,线上量份额0.2%,线下市场结构升级，目标锁定更明确2018年W33彩电市场各尺寸零售量份额和量同比,68.6,-49.1-30.2-33.7-31.7,-88.5,-56.0,-20.1,-56.1-28.8,-32.3,-5.1,-7.8,61.3,线下量同比变化（%）70.7,线上量同比变化（%）,-47.2,53.6,88.3,-22.8,19.4,26.0148.19.710.9,-26.4,-46.6,-48.8-51.4,791.3,773.0,8,畅销机型线上爱亲民，线下青睐高端机,畅销机型按零售额份额排序,序号,品牌,型号,零售额份额 零售量份额,均价,12345678910,索尼索尼创维海信三星海信创维TCL三星索尼,KD-65X9000FKD-65A8F55F5HZ55U7AQA65Q6FAMJ80L555Q5A55C6QA55Q6FAMJKD-55X9000F,1.8%1.3%1.1%1.0%1.0%1.0%1.0%1.0%0.9%0.9%,0.6%0.2%1.9%0.6%0.3%0.2%0.6%0.6%0.5%0.5%,12,00422,8572,2526,24112,97819,7416,0866,1217,6637,268,2018年W33线上畅销机型TOP10,2018年W33线下畅销机型TOP10,序号,品牌,型号,零售额份额 零售量份额,均价,12345678910,海信夏普小米小米小米海信TCL创维夏普夏普,H55E3ALCD-60TX4100AMITV4A-55(标准版)MITV4A-32MITV4C-50LED55EC750US65A730U55M9LCD-60SU470ALCD-50MY5100A,1.6%1.5%1.5%1.4%1.4%1.0%1.0%1.0%1.0%1.0%,1.5%1.5%1.4%3.8%1.6%0.7%0.7%1.0%0.8%1.0%,2,3662,0412,1587991,8333,0343,2332,1772,8782,199,9,传统假日增长动力不足，黄金周将下滑,10,多方压力十一市场难增长,1,11,年景不佳，2018年迎来史上最差上半年20132018上半年中国彩电市场零售规模对比,245522732346252522512266,2013H12014H12015H12016H12017H12018H1,零售量（万台）,927,802809748755711,零售额（亿元）,12,传统节日主战场在线下，但线下市场增长乏力2018年17月彩电市场零售量同比情况,58.9%,63.7%,47.3%,46.8%,33.0%-35.3%,23.9%,-5.2%,7.3%-26.5%,-25.4%,-1.5%,27.8%-14.6%,1月,2月,3月,4月,5月,6月,7月,线上,线下,13,月月有热点，周周有促销，传统节日影响力减弱,1月,元旦,2月,春节,3月,31538,414418,4月,五一,5月,6月618端午,7月717726,8月815818,14,长假出游和双十一大促两头夹击，削减黄金周热度,15,多因素叠加，十一彩电市场量额双降,2018年日历,2018年十一（W36W40）彩电市场预测,-4.8%零售量同比,-8.7%零售额同比,2018年十一促销选取黄金周当周及前四周（W36W40）数据，同比2017年黄金周当周及前四周（W37W41）数据,16,细分市场寄托希望,2,17,元旦（W1）、春节（W5&W7)、“315”（W10&W11）、五一（W15W18）、“618”（W24&W25）,元旦,春节,五一,618,十一预测,10.3%,11.4%,智慧生活大环境下，人工智能电视快速成长2018年线下人工智能电视零售量渗透率14.5%,5.1%,5.1%,6.0%,315,18,78.6%4K,10.0%超薄,1.3%OLED,5.1%无边框,更好的显示效果是永恒的追求2018年十一线下分功能零售量份额预测,19,-100%,50%0%,75,75,-30%,-10%-50%-20%,10%0%,30%100%20%,32,39,40,43,45,48,49,50,55,58,60,65,70,量份额,量同比,65 成长正当时，线下有望突破15%2018年W27W33线下各尺寸零售量份额及同比,量份额40%,量同比150%,THANK YOU!,
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