2019-2020冰箱市场上半年总结分析报告.pptx

,2019-2020冰箱市场上半年总结分析报告,2019年7月,GDP、房地产等宏观因素拉力不断减弱,2017-2019年6月全国商品房销售面积累计同比情况,25.1%,14.3%,19.5%16.1%15.7%14%,12.7%,10.3%,8.2%7.7%,7.9% 4.13%.6%2.9%,1.3%3.34%.2%4.0%,2.9%,2.21%.41%.3-%3.6%,-0.3%,-0.9-%1.6%,-1.8%,-10%,0%,10%,20%,30%,1-6月1-4月2019年1-2月1-11月1-9月1-7月1-5月1-3月1-12月1-10月1-8月1-6月1-4月2017年1-2月,6.9% 6.9%,6.8% 6.8%,6.8%,6.8%,6.7%,6.6%,6.4%,6.2%,2017Q1,2017Q2,2017Q3,2017Q4,2018Q1,2018Q2,2018Q3,2018Q4,2019Q1,2019Q2,2017-2019国民生产总值季度同比情况,-3-,各渠道、各城市级别市场表现低迷,-9.3%,-4.2%,0.6%,-8.3%,-30%,-25%,-20%,-15%,-10%,-5%,0%,5%,10%,百货,-28.3%超市,全国连锁,地方连锁,其它,2017-2019YTD冰箱市场分渠道同比表现201720182019YTD,-4.3%,-5.3%,-3.9%,-6.4%,-10%,-8%,-6%,-4%,-2%,0%,2%,4%,6%,8%,T1,T2,T3,T4,2017-2019YTD冰箱市场分城市级别同比表现201720182019YTD,-4-,2019H1冰箱市场负重前行,2019年H1零售量规模及同比,238.3,167.5,272.5,270.3,284.2,404.7,-10%-20%-30%,10.9% 0%,20%10%,5004003002001000,M1,M6,M2M3M4M52019年H1零售额规模及同比,75.2,45.6,82.8,73.1,75.4,103.3,5.5%,20%10%0%-10%-20%-30%,0,100,200,M1,M2,M3,M4,M5,M6,1638万台455亿元,+1.3%-2.3%,单位：万台,-5-,单位：亿元,4087,4278,1999,1892,778,699,705,706,1838,1798,971,904,2842,2862,1782,1660,6451,6656,3741,3705,5850,5733,3561,3343,2,000,4,000,6,000,8,000,020182019201820192 0 1 82 0 1 9201820192018201920182019,整体 市场,线下增幅 线上增幅,4.7%-5.4%,-10.2%0.1%,-2.2%-6.9%,0.7%-6.8%,3.2%-1.0%,-2.0%-6.1%,2019年H1冰箱市场各产品种类均价对比单门双门三门,多门,对开门,线下三门、多门拉动整体均价上涨，线上均价下滑,-6-,-7-,图例：品牌，零售额份额，零售额份额增减，价格指数，均价增幅,海尔，36.2%，1.3%，117，7.0%,美的，11.7%，0.8%，94，7.6%,容声，10.7%，0.2%，90，8.3%,美菱，9.1%，-0.1%，89，8.6%,西门子，9.7%，-1.6%，170，8.1%,伊莱克斯，3.4%，1.5%，52，9.2%,海信，4.4%，0.1%，78，-3.0%,博世，2.8%，-0.4%，199，8.8%,三星，2.5%，-0.7%，218，3.7%,-6%,-4%,-2%,0%,2%,4%,6%,8%,10%,-2%,-2%,松下，2.9%，-0.1%，197，1.5%-1%-1%,0%,1%1%,价涨量跌,结构改善,量价齐降,以价换量,零售额份额增减2%2%,均 价 增 幅,线下主力品牌结构表现不尽相同,2019H1冰箱线下市场主力品牌量价分析12%,-8-,线下多门占据绝对地位，线上各品类发展均衡,2019年H1线下、线上各门体零售额及增幅变化,0.1%,10.6%,17.0%,48.9%,23.3%,-18.4%,-20.3%,-18.9%,0.3%,-11.6%,-25%,-20%,-15%,-10%,-5%,0%,5%,0%,10%,20%,30%,40%,50%,60%,单门,双门,三门,多门,对开门,2018,2019,同比,1.4%,17.2%,27.1%,25.0%,29.3%,2.6%,6.9%,10.7%,10.5%,7.1%,0%,2%,4%,6%,8%,10%,12%,0%,10%,20%,30%,40%,50%,60%,单门,双门,三门,多门,对开门,2018,2019,同比,线 下,线上,-9-,-100%,-50%,0%,50%,100%,150%,200%,250%,0%,5%,10%,15%,20%,25%,双门需求：190L+倾向风冷、190L-倾向直冷,均价,2019年H1线下双门各容积段零售量份额及同比变化量份额量同比,注：风冷+直冷=100%,150- 170- 190- 210- 230- 250- 270- 290- 310- 330- 330+风冷,150- 170- 190- 210- 230- 250- 270- 290- 310- 330-直冷,行业：-5.4%,行业：-22.4%,20182019,三门需求：线下大容积高价，线上小容积低价,2019年H1三门市场各容积段零售额及增幅变化,9.9%,43.3%,18.6%,19.5%,3.8%,1.3%,2.9%,0.4%,0.5%,20182019,线下,线上,均价,同比+7.7%,-10-,多门需求：主力集中在四门，同时五门势头强劲,48.9%,1.6%,31.8%,46.7%,1.9%,4.5%,-7.3%,4.9%,25.6%,17.9%-23.4%,-30%,-20%,-10%,0%,10%,20%,0%,20%,40%,60%,80%,100%,多门整体,三门法式四门 十字四门五门,六门,2018,2019,线 下,线 上,25.0%,0.1%,42.2%,51.1%,5.4%,1.1%,10.5%,-34.5%,5.9%,12.1%,40.7%,13.2%,-40%,-30%,-20%,0%,10%,20%,30%,40%,50%,0%,20%,40%,60%,80%,30%100%,多门整体,三门法式四门 十字四门五门,六门,2019年H1多门各品类零售额及同比变化零售额同比2018,2019,零售额同比,-11-,-10%,1.3%,42.1%,9.7%,10.3%,20.3%,2.8%,16.1%11.6%,32.5%,22.0%,12.8%,107.5%,-25.7%,-19.4%,134.8%,28.6%,-2.8%,-40%,0%,18.2% 40%,80%,120%,160%,0%,10%,20%,30%,40%,50%,400-450-500-550-600-,600+,2018,2019,同比,2019年H1十字各容积段零售额及同比,十字需求：线下主选450L-550L容积段产品,2019年H1十字各品牌各容积段零售额份额分布,-12-,13.0%,71.2%,8%,3.,0.6%,3.9%,17.5%,64.4%,8.5%,1.0% 5.0%,4.7%,-30.6%,50.9%,1.4%,146.7%,77.9%,5.2%,0%,40%,80%,120%,160%,10%,20%6.4%,30%,40%,50%,60%,70%,80%,2018,2019,同比,2019年H1十字各容积段零售额及同比,十字需求：线上逐渐接受大容积产品,2019年H1十字各品牌各容积段零售额份额分布,0%,-40%,400-,450-,500-,550-,600-,600+,-13-,五门需求：双线高端产品增长迅速,9.1%,4.1%,28.0%,8.3%,20.6%18.3%,3.3%,5.2%4.7%,6.0%1.3%,6.1%,4.9%2.2%,3.9%,-26.3%,9.1%,-55.9%,27.3%,81.6%,61.2%,120%80%40%0%-40%-80%,35.0% 160%,0%,10%,20%15.4% 13.4%14.0%,30%,40%,5000-,6000-,7000-,8000-,9000-,10000-,11000-,12000-,12000+,2019年H1五门分价格段零售份额及同比20182019同比,10.9%,31.6%,15.1%,9.1%,32.5%,7.7%,25.7%,5.3%,1.1%1.4%,0.9%3.3%,5.0%5.8%,3.8%3.2%,23.2%97.1%,.1%,-0,14.4%,-50.7%,80.3%,63.9%,70.8%,0%-40%-80%,14.5% 40%,160%120%123.0%80%,0%,10%,20%,30%,40%,2018,2019,同比,线下,线上,490.4%,5000-,6000-,7000-,8000-,9000-,10000-,11000-,12000-,12000+,-14-,对开需求：6000-7000元三开式是线下新选择点,19.9%,12.5%,14.2%,12.4%,8.2%,6.5%,4.0%,5.9%,4.8%,11.5%,21.4%,11.5%,11.9%,15.6%,8.1%,5.8%,4.0%,6.0%,3.9%,4000-,5000-,6000-,7000-,8000-,9000-,10000-,11000-,12000-,12000+,20182019,2019年H1对开门分价格段零售份额及同比,-4.1%,-15.5%,-23.4%,16.9%,-8.5%,-12.4%,-8.8%,-5.7%,-25.4%,-3.3%,15.2%0.3%,20192018,双开式三开式,容声BCD-558WKS1HPG,美菱BCD-501WUP9B,11.6%,-15-,对开需求：线上倾向高性价比产品,1.7%,4.9%,5.5%,29.4%32.9%,36.2%34.2%,14.7% 12.1%,6.5% 7.2%,3.0%,6.5% 5.1%,.8%,19,%,1.,1,8%,-11.,18.1%,-34.4%,-16.1%,-80%,-40%,0%,40%,80%,120%,160%,50%45%40%35%30%25%20%15%10%5%0%,2000-,3000-,4000-,5000-,6000-,7000-,7000+,2018,2019,同比,243.5%,2019年H1线上对开门分价格段零售份额及同比,2019年H1分门体定/变频零售额份额,性能需求：变频产品 大势所趋,20182019,20182019,20182019,20182019,变频 定频,双门,三门,多门,对开门,20182019,20182019,20182019,20182019,变频 定频,线下,-17-,线上,高端需求：价格不断走高，份额稳步提升,中怡康四分法：以当年销售记录作为样本，按价格从低到高排序，累计零售额达到25划分为一段，分别为市场低端、中低端、中 高端、高端市场价格分界点。,2016-2019年H1高端零售量份额,6800,7245,7989,8759,2016,2017,2018,2019,2016-2019年H1高端价格变化,8.5%,-18-,10.9%,13.8%,14.9%,20162017注：以2016年高端6800元为基础,2018,2019,THANKS,