【奥维报告】2022年10月集成灶月度简析-13正式版

2022年9月集成灶月度简析奥维云网（AVC）厨卫事业部1上市场总结双十一预售提前，10月线上规模呈现爆发式增长近1年分月线上集成灶市场零售额走势零售额（亿元） 同比154%68%71%58%-3%23%24%12%13%26%-9%1%-5%9.22022年1-10月7.9累计同比：20.4%7.95.01021.21.1121.1222.010222.0322.0422.0522.0622.0722.0822.0922.1022.

近1年分月线上集成灶市场零售量走势零售量（万台） 同比17%78%52%7%27%17%-5%-17%-19%-14%-11%22%15.3-27%2022年1-10月累计同比：1.3%10.64.02.921.1021.1121.120122.0222.0322.0422.0522.0622.0722.0822.0922.1022. 数据来源：奥维云网（AVC）线上推总数据 -3-价格段结构：关注高端，11000-12999元价格段产品占比显著上升近1年分月线上集成灶市场分价格段零售额占比变化0-49995000-69997000-89999000-1099911000-1299913000-1499915000+4%4%10%6%5%7%8%5%5%5%9%6%7%5%7%10%8%6%11%9%10%12%9%12%17%16%13%12%13%12%21%15%11%17%11%15%11%11%43%26%22%34%30%23%28%37%30%29%33%30%30%24%20%21%16%19%17%14%17%13%16%15%16%17%17%16%14%17%17%16%18%17%17%16%15%13%17%16%14%14%12%12%12%10%9%10%10%9%8%7%8%8%7%7%10.2111.2112.2101.2202.2203.2204.2205.2206.2207.2208.2209.2210.2210-22M1年累9000元以上产品占比60%，10月为60%数据来源：奥维云网（AVC）线上监测数据-4-分款式价格段：款式内结构环比有所下探分季度线上集成灶市场分类型分价格段零售额占比变化0-49995000-69997000-89999000-1099911000+3%3%2%2%2%2%2%2%3%3%2%12%14%9%11%12%11%19%15%12%9%12%29%37%27%19%29%28%29%27%28%31%25%32%32%40%33%26%29%32%41%33%29%29%24%23%23%28%28%24%27%26%23%20%25%22.0122.0222.0322.0422.0522.0622.0722.0822.0922.1022M1-10消毒柜款0-69997000-89999000-1099911000-1299913000-1499915000+6%6%7%6%7%7%4%7%13%16%4%11%8%8%13%14%14%5%9%5%11%16%17%11%19%13%24%17%15%14%12%15%17%36%53%46%57%47%28%41%47%46%46%40%22%7%11%11%9%14%16%11%11%11%12%13%12%8%11%10%10%8%7%9%10%9%22.0122.0222.0322.0422.0522.0622.0722.0822.0922.1022M1-10蒸烤一体款

0-49995000-69997000-89999000-1099911000-1299913000+6%13%11%8%10%8%11%10%10%15%10%9%13%20%12%16%13%17%22%31%17%31%22%12%38%24%19%28%22%23%28%19%22%24%49%39%20%45%36%33%36%34%21%30%38%10%19%7%11%7%12%11%11%10%14%4%1%1%1%1%1%1%2%2%1%1%22.0122.0222.0322.0422.0522.0622.0722.0822.0922.1022M1-10蒸箱款0-89999000-1099911000-1299913000-1499915000+4%2%7%5%9%8%19%13%18%8%9%24%37%15%22%44%37%21%33%31%62%67%38%13%22%45%41%10%31%18%35%24%10%13%8%19%6%5%4%10%37%9%5%4%21%27%11%21%22%25%18%18%13%13%9%22.01 22.02 22.03 22.04 22.05 22.06 22.07 22.08 22.09 22.1022M1-10蒸烤独立款数据来源：奥维云网（AVC）线上监测数据 -5-款式结构：10月蒸烤独立款占比提高，但均价滑落近1年分月线上集成灶市场分款式零售额占比变化 近1年分月线上集成灶分款式均价走势(元）蒸烤一体款消毒柜款蒸箱款蒸烤独立款其他6%11%8%11%10%13%8%12%15%14%12%18%17%11%4%2%6%3%4%9%8%2%14%4%7%5%5%23%29%23%22%23%23%25%23%22%21%29%27%30%26%62%57%56%57%56%54%55%55%54%52%47%47%45%44%10.2111.2112.2101.2202.2203.2204.2205.2206.2207.2208.2209.2210.2210-22M1年累蒸烤一体款+蒸烤独立款占比为68%,10月为73%

蒸烤一体款消毒柜款蒸箱款蒸烤独立款130001200011000108831000097339000901080007000600055505000400010.2111.2112.2101.2202.2203.2204.2205.2206.2207.2208.2209.2210.2210-22M1数据来源：奥维云网（AVC）线上监测数据 -6-容量结构：75L及以上大容量趋势渐显线上蒸烤一体款集成灶分容积段零售额占比变化<6060-6465-6970-74≥75线上蒸烤独立款集成灶分容积段零售额占比变化<6060-6465-6970-74≥7525%

3%16% 13%

15%19%31%32% 31%30% 19%50%51%49%45%2019 2020 2021 2022M1-10

50%38%4%3%34%30%2021 2022M1-10数据来源：奥维云网（AVC）线上监测数据 -7-新品布局：持续关注蒸烤独立款的上新2022M10线上各款式上市新品数量（个） 2022M10线上TOP10新品

2022M1-10线上TOP10新品月份10月年累总计54463蒸烤一体款25223消毒柜款14132蒸烤独立款1375蒸箱款09其他224

说明：按照当月零售额降序品牌机型类型均价其他（元）森歌JJZT-T3SZK-G蒸烤独立款11580蒸（45L）+烤炸（35L）名气JJZT/Y-蒸烤一体款7783直喷大蒸汽、智控FT9A06烤炸（39L）+蒸炖美大V9-MAX蒸烤独立款11199（51L）、挥手、变频52dB、70%热效率DEPELECD1-ZK90K1ES蒸烤一体款10802变频、直喷蒸汽、大屏语音智控、搪瓷内胆美大JJZT/Y-MD3ZK蒸烤一体款11595创维JJZT-J80Z蒸烤一体款5657变频、语音、彩屏触控美大JJZT-MD3蒸烤一体款10517变频荣事达JJZT/Y-蒸烤独立款6380智能开合拢烟、变频、9671AFZK烟机自清洗创维JJZT-J71B消毒柜款3829变频亿田JJZY-ZM905ZK蒸烤一体款16980挥手、搪瓷内胆

说明：按照年累零售额降序品牌机型类型均价其他（元）森歌JJZT/Y-I3ZK蒸烤一体款10509语音、空气炸亿田D6ZK蒸烤一体款10988蒸烤炖炸、语音、彩屏火星人JJZT/Y-ET50BC蒸烤一体款1212248.5dB、挥手、空气炸、瓷膜内胆帅丰T1-8B-90S蒸烤独立款13568语音、空气炸火星人JJZT/Y-F70BC蒸烤一体款13864空气炸奥田JJZT/Y-X8-蒸烤一体款10839语音90ZKM4火星人JJZT/Y-F70BX消毒柜款7498二星级消毒火星人E7BCZ01蒸烤独立款14647蒸烤炸（瓷膜内胆）+蒸、变频美大JJZT/Y-8806X消毒柜款7545挥手+变频火星人F70BC01蒸烤一体款11429空气炸、49dB、瓷膜内胆 数据来源：奥维云网（AVC）线上监测数据 -8-10月及年累计TOP品牌销售表现2022M10上TOP10品牌份额及均价表现10562销额份额销量份额均价(元）102411034510129871197379490959927.9%5751631923.9%13.4%11.0%10.1%8.2%4.1%3.3%2.3%1.9%2.1%1.7%1.8%2.6%1.6%2.1%1.5%1.3%火星人亿田美大森歌帅丰奥田凯度欧尼尔名气美多2022M1-10线上TOP10品牌份额及均价表现销额份额销量份额均价(元）103691088210061980710185945689358667681424.3%348719.3%14.4%11.3%9.1%7.5%8.0%7.5%6.3%4.7%2.9%3.4%2.5%2.0%2.2%2.0%2.1%1.8%1.9%4.5%火星人亿田森歌美大帅丰名气奥田海尔美多顾家数据来源：奥维云网（AVC）线上监测数据-9-2下市场总结KA卖场）受疫情影响，10月线下市场规模持续下滑近1年分月线下集成灶市场零售额走势零售额（亿元） 同比2022年1-10月累计同比：1.6%38%17%43%16%30.95%4%-1%-6%8%3%-9%-3%-12%26.624.822.921.218.715.717.014.313.811.710.23.921.101121.1221.0122.0222.0322.0422.0522.0622.0722.0822.22.0922.10

近1年分月线下集成灶市场零售量走势零售量（万台）同比22%10%7%32%6%5%1%-2%-7%-5%-9%-10%-10%30