2021国内厨卫市场年终总结传统厨电研究报告

1、2021中国厨卫市场年终总结传统厨电篇奥维云网(AVC)厨卫事业部2022年1月中国消费行业报告文档资料油烟机被后继者抢量的厨电老大哥！-2-中国消费行业报告文档资料油烟机整体市场集成灶抢量线上前装放大-3-中国消费行业报告文档资料品类关系：集成灶的确定性增长下，油烟机要做好产业升级油烟机与集成灶并行成长油烟机下滑、集成灶量占比过10%油烟机结构优化、集成灶额占比过半2019-2023F油烟机与集成灶零售量走势（万台）油烟机集成灶5736126712758283920152016201720182019202020212022F2023F2019-2023F油烟机与集成灶零售额走势（亿元）36

2、34120152016201720182019202020212022F2023F数据来源：奥维云网（AVC）全渠道推总数据-4-361307190525625720001903193203182132150160352169228313638110741124699241491304258761377中国消费行业报告文档资料渠道关系：线上、线下、精装、家装多渠道趋向平衡与融合历年中国厨卫市场全品类分渠道占比变化（不含3C）线下占比线上占比精装占比家装占比单一家电渠道主宰家电渠道多元化渠道融合与升级流通主导合度高渠道多元化黄金十年：流通转化并重下降，渠道整合度开始下滑，去中心化显现222222

3、22222222222渠道融合与升级：转化主导下游通路主导注：包含厨电（烟灶消）、电热水器、燃气热水器、净水器数据来源：奥维云网（AVC）全渠道推总数据-5-转化能力成为渠道的核心竞争力单一渠道主宰：主要在需求的下游竞争，转换成本高，流通成本高，渠道整竞争的通路从需求的下游开始走向上游，流通成本开始大幅竞争的通路几乎全部押注在需求的上游，流通成本几乎为0，通路延伸至上游，上游通路主导下游通路提效下游通路升级中国消费行业报告文档资料均价走势：线上尚低于19年水平，22年空间更大2019-2021油烟机线上市场分款式均价变化6000500040003352300023842366200010000

4、201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021整体近吸式T型塔形中式跨界超薄低吸顶侧双吸潜吸式弧形2019-2021油烟机线下市场分款式均价变化80007000600050004000300020001179100002019202020212019202020212019202020212019202020212019202020212019202020212019202020212019202020

5、21201920202021201920202021整体近吸式T型塔形中式跨界超薄低吸顶侧双吸潜吸式弧形数据来源：奥维云网（AVC）线上/线下监测数据-6-30183558278734242674156218701835139318596127327532201700122762055453683423415085026393539333471489403215336705942373314971555155039581891139413904354525696342012865293353624491556155054269595606330633251201中国消费行业报告文档资料油烟机细

6、分市场看款式、看结构、看性能、看迭代、看尺寸、看地域-7-中国消费行业报告文档资料款式发展：看好超薄低吸、跨界两大类型2021年油烟机线上市场分款式分布变化图例：产品类型，2年复合增长率，2021均价（元），零售额规模（亿元）低增长高均价高均价4000塔形，-31%，3958，1.33000潜吸式，64%，2449，1.0T型，3%，1870，37.5行业整体，9.0%，1548-100%-50%0%50%100%150%200%250%300%350%400%1000弧形，-64%，620，0.00低增长高增长低均价-1000数据来源：奥维云网（AVC）线上监测数据-8-高增长5000超薄低

7、吸，327%，4234，1.2跨界，102%，2366，5.72000顶侧双吸，157%，1595，4.3近吸式，8%，1508，69.1中式，-3%，452，3.5低均价中国消费行业报告文档资料款式发展：看好超薄低吸、跨界两大类型2021年油烟机线下市场分款式分布变化图例：产品类型，2年复合增长率，2021均价（元），零售额规模（亿元）低增长高均价高均价70006000塔形，-39%，5942，2.95000近吸式，-6%，3683，26.6行业整体，-6.9%，3724-100%-50%0%50%100%150%200%250%300%350%400%潜吸式，-39%，3558，0.8中式

8、，-27%，1286，0.5弧形，-45%，1550，0.11000低增长高增长低均价0数据来源：奥维云网（AVC）线下监测数据-9-顶侧双吸，137%，3424，3.2高增长T型，-14%，3532，16.88000超薄低吸，268%，6127，0.2跨界，244%，5545，5.0400030002000低均价中国消费行业报告文档资料结构变化：看好线上2500-3000元段，短期主战场2021线上价格段+款式交叉结构分布（零售额）2021线上价格段+款式交叉结构分布同比变化（零售额）价格段合计 近吸式T型跨界塔形总计100.0% 55.9% 30.4%4.6%1.0%3.5%0.8%2.8

9、%1.0%0.0%a.0-4993.2%1.9%0.2%0.0%0.0%0.1%0.0%1.1%0.0%0.0%b.500-9999.9%6.7%1.9%0.1%0.0%0.4%0.0%0.8%0.0%0.0%c.1000-1499 16.6%9.6%4.9%0.4%0.0%0.8%0.1%0.7%0.0%0.0%d.1500-1999 13.2%7.2%4.4%0.2%0.0%1.0%0.1%0.2%0.1%0.0%e.2000-2499 21.5% 10.6%8.7%1.8%0.1%0.2%0.1%0.0%0.1%0.0%f.2500-2999 17.6% 10.7%5.7%0.8%0.0

10、%0.2%0.2%0.0%0.0%0.0%g.3000-34996.4%4.0%1.7%0.2%0.1%0.1%0.2%0.0%0.1%0.0%h.3500-39993.9%2.1%1.2%0.2%0.1%0.1%0.1%0.0%0.1%0.0%i.4000-44991.4%0.6%0.5%0.1%0.1%0.1%0.0%0.0%0.0%0.0%i.4000-44990.2%0.0%0.2%0.0%0.0%0.1%0.0%0.0%0.0%0.0%j.4500-49991.7%0.8%0.6%0.0%0.1%0.2%0.0%0.0%0.0%0.0%j.4500-49990.8%0.2%0.3%0

11、.0%0.0%0.2%0.0%0.0%0.0%0.0%3k.5000-54990.9%0.4%0.3%0.0%0.1%0.0%0.0%0.0%0.0%0.0%k.5000-54990.5%0.2%0.2%0.0%0.0%0.0%0.0%0.0%0.0%0.0%l.5500-59991.4%0.4%0.1%0.6%0.1%0.2%0.0%0.0%0.1%0.0%l.5500-59990.6%0.1%0.0%0.2%0.0%0.2%0.0%0.0%0.0%0.0%m.6000-64990.5%0.2%0.1%0.0%0.1%0.0%0.0%0.0%0.1%0.0%m.6000-64990.2%0.

12、0%0.1%0.0%0.0%0.0%0.0%0.0%0.0%0.0%n.6500-69990.5%0.2%0.1%0.1%0.1%0.0%0.0%0.0%0.0%0.0%n.6500-69990.2%0.1%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%o.7000-74990.3%0.1%0.0%0.0%0.0%0.0%0.0%0.0%0.1%0.0%o.7000-74990.1%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%p.7500-79990.6%0.3%0.0%0.0%0.0%0.0%0.0%0.0%0.2%0.0%p.7500-7999

13、0.5%0.3%0.0%0.0%0.0%0.0%0.0%0.0%0.1%0.0%q.80000.5%0.1%0.1%0.0%0.1%0.1%0.0%0.0%0.1%0.0%q.80000.3%0.1%0.0%0.0%0.0%0.1%0.0%0.0%0.1%0.0%数据来源：奥维云网（AVC）线上监测数据-10-弧形超薄低价格段合计 近吸式T型跨界塔形潜吸式 中式顶侧双吸潜吸式 中式弧形顶侧双超薄低吸总计0.0%-1.7% -1.7%2.1%-0.8%1.9%0.3%-0.7%0.7%-0.1%a.0-499-0.1%0.0%0.0%0.0%0.0%0.0%0.0%-0.1%0.0%0.0%b.

14、500-999-3.7% -2.1% -1.3%0.0%0.0%0.1%0.0%-0.3%0.0%0.0%c.1000-1499-1.9% -1.3% -0.2% -0.1%0.0%0.1%0.0%-0.4%0.0%0.0%d.1500-1999-3.1% -1.7% -2.3%0.0%0.0%0.8%0.0%0.1%0.1%0.0%e.2000-2499-0.2% -0.6% -1.5%1.8%-0.1%0.1%0.0%0.0%0.0%0.0%f.2500-29993.6%1.6%1.7%0.3%-0.2%0.1%0.1%0.0%0.0%0.0%g.3000-34991.3%1.1%0.6%

15、-0.2% -0.5%0.1%0.2%0.0%0.1%0.0%h.3500-39990.9%0.4%0.6%-0.1% -0.2%0.1%0.0%0.0%0.1%0.0%+中国消费行业报告文档资料结构变化：看好线下5000-6000元段，短期主战场2021线下价格段+款式交叉结构分布（零售额）2021线下价格段+款式交叉结构分布同比变化（零售额）价格段合计 近吸式 T型塔形总计100% 47.5% 29.9% 5.1%8.9%5.8%1.5%1.0%0.3%0.1%a.0-4990.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%b.500-9990.9%0.6%0

16、.1%0.0%0.0%0.0%0.0%0.2%0.0%0.0%c.1000-1499 2.4%1.4%0.5%0.0%0.1%0.3%0.0%0.1%0.0%0.0%d.1500-1999 3.7%1.6%1.1%0.0%0.1%0.3%0.1%0.3%0.0%0.0%e.2000-2499 5.0%2.6%1.8%0.1%0.0%0.2%0.1%0.2%0.0%0.0%f.2500-2999 9.6%4.0%3.7%0.1%0.1%1.6%0.2%0.0%0.0%0.0%f.2500-2999g.3000-3499 8.6%4.3%3.9%0.1%0.1%0.1%0.2%0.0%0.0%0.

17、0%g.3000-3499h.3500-3999 10.0% 5.0%3.9%0.1%0.1%0.7%0.2%0.0%0.0%0.0%h.3500-3999-0.6% -0.7% -0.6% -0.1%0.1%0.6%0.1%0.0%0.0%0.0%i.4000-4499 8.3%4.6%3.4%0.1%0.1%0.1%0.1%0.0%0.0%0.0%i.4000-4499-0.1%0.6%-0.6% -0.2%0.0%0.0%0.0%0.0%0.0%0.0%3k.5000-5499 9.4%3.6%4.1%0.4%0.2%0.9%0.1%0.0%0.0%0.0%k.5000-54992.8%

18、0.1%2.3%-0.5%0.1%0.8%0.0%0.0%0.0%0.0%l.5500-5999 11.6% 3.4%1.5%0.6%5.7%0.2%0.2%0.0%0.0%0.0%l.5500-59991.0%0.6%0.6%-0.6%0.2%0.1%0.0%0.0%0.0%0.0%m.6000-6499 5.2%2.4%0.9%0.6%0.8%0.2%0.1%0.0%0.1%0.0%m.6000-6499-1.0% -0.9%0.5%-0.9%0.1%0.2%0.0%0.0%0.1%0.0%n.6500-6999 3.5%1.5%0.4%0.7%0.6%0.1%0.1%0.0%0.0%0.

19、0%n.6500-6999-0.6% -0.5%0.2%-0.4%0.1%0.0%0.0%0.0%0.0%0.0%2o.7000-7499 2.8%1.6%0.1%0.4%0.4%0.2%0.0%0.0%0.0%0.0%o.7000-74990.8%0.6%0.1%-0.1%0.2%0.0%0.0%0.0%0.0%0.0%p.7500-7999 4.5%3.6%0.1%0.3%0.2%0.2%0.0%0.0%0.1%0.0%p.7500-79993.0%2.8%0.0%-0.2%0.0%0.2%0.0%0.0%0.0%0.0%q.80004.4%2.5%0.2%1.1%0.4%0.2%0.0%

20、0.0%0.0%0.0%q.80001.6%1.3%0.0%0.2%-0.1%0.2%0.0%0.0%0.0%0.0%数据来源：奥维云网（AVC）线下监测数据-11-顶侧双超薄低弧形超薄低潜吸式 中式超薄低跨界顶侧双吸吸总计0.0%0.3%-0.7% -3.1%0.8%3.3%-0.4% -0.3%0.2%-0.1%a.0-4990.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%b.500-999-0.3% -0.2%0.0%0.0%0.0%0.0%0.0%-0.1%0.0%0.0%c.1000-1499-0.9% -0.3% -0.2%0.0%-0.2% -0.

21、2%0.0%0.0%0.0%0.0%d.1500-1999-1.2% -0.5% -0.6%0.0%0.0%0.2%-0.2% -0.1%0.0%0.0%e.2000-2499-1.4% -0.5% -0.9%0.0%0.0%0.2%-0.1%0.0%0.0%0.0%-1.3% -1.0% -0.6%0.0%0.0%0.4%-0.2%0.0%0.0%0.0%-1.6% -0.6% -1.1%0.0%0.1%0.1%0.0%0.0%0.0%0.0%j.4500-4999 9.9%4.7%4.3%0.3%0.1%0.4%0.1%0.0%0.0%0.0%j.4500-4999-0.2% -0.5%0

22、.1%-0.3%0.1%0.4%0.0%0.0%0.0%0.0%4+中国消费行业报告文档资料性能表现：吸21m/min以上、排变频、噪音52dB以内为主流2019-2021年各风量段零售额占比变化21m/min及以上风量段各风压段占比变化21m/min及以上风量段各噪音段占比变化a.17.0立方米/分钟b.17.0-19.0立方米/分钟a.350Pab.350-400Pac.400-500Pad.500-800Pa51-52dB52.5-54.5dBc.19.0-21.0立方米/分钟d.21.0-23.0立方米/分钟e.23.0-25.0立方米/分钟f.25.0立方米/分钟1.7%100%14

23、.6%29.5%23.0%44.6%70%70%40.7%41.7%25.7%39.6%40%40%28.6%23.3%7.5%19.6%14.8%12.7%14.9%201920202021201920202021线上线下数据来源：奥维云网（AVC）线上/线下监测数据-12-18.8%11.2%9.3%9.5%90%10.4%3.4%14.7%31.3%38.7%54.9%23.3%9.3%100%10.5%15.9%29.3%8.8%80%59.6%76.8%23.9%10%10%5.0%4.6%90%20.3%60%31.1%57.8%30.4%40.6%30%28.3%27.1%6.7

24、%3.8%g.1000Pa2.4%9.2%80%41.7%56.4%40.5%28.5%56.2%50%50%67.3%26.2%20%20%30.9%12.4%3.9%2.7%50dB55dBe.800-900Paf.900-1000Pa7.9%16.6%20.0%21.8%60%54.2%64.2%38.3%27.0%30%30.2%18.2%8.4%0%0%201920202021201920202021201920202021201920202021线上线下线上线下中国消费行业报告文档资料产品迭代：高端换新速度远高于中低端2019-2021线上分价格段80机型生命周期变化2019-20

25、21线下分价格段80机型生命周期变化1-6M7-12M13-18M19-24M25-30M31-36M36M+1-6M7-12M13-18M19-24M25-30M31-36M36M+100%100%90%90%80%80%70%70%60%60%50%40%30%17%34%17%20%10%0%2019 2020 2021 2019 2020 2021 2019 2020 2021 2019 2020 2021整体（30%）（35%）（35%）（22%）（37%）（41%）数据来源：奥维云网（AVC）线上/线下监测数据-13-9%1%1%11%16%7%1%8%6%12%18%5%8%13

26、%2%18%9%15%7%6%12%10%27%24%23%4%11%46%12%11%33%14%10%1%0%10%42%10%10%4%6%13%53%14%40%17%26%25%17%17%19%14%33%1%33%22%20%25%18%4%14%30%27%18%30%24%24%16%7%19%24%6%23%21%21%16%20%14%26%17%3%2%0-29993000-49995000+23%22%9%6%21%23%21%17%22%18%4%3%8%5%3%11%2019 2020 2021 2019 2020 2021 2019 2020 2021 2019

27、 2020 20210-14991500-24992500+中国消费行业报告文档资料尺寸布局：900mm长度的产品占绝大部分，且占比持续扩大2019-2021线上分款式产品长度段占比变化2019-2021线下分款式产品长度段占比变化695-720790-800890-900其他695-720790-800890-900其他67%72%82%82%63%43%28%0% 0% 0%222222222222222222222222222222222222222222222222222222整体近吸式T型塔形跨界中式顶侧双吸潜吸式超薄低吸整体近吸式T型塔形跨界中式顶侧双吸潜吸式超薄低吸数据来源：奥维

28、云网（AVC）线上/线下监测数据-14-71%59%63%99%97%100%100%100%100%75%70%98%84%89%91%79%68%70% 71%69%93%91%96%99%98%97%99%97% 98%79%66%63%68%70%72%53%64%77%89%90%60%59%65%44%4%中国消费行业报告文档资料地域偏好：消费者不同款式的偏好有着明显的地域区分2021细分款式各地区高偏好分布2021细分款式各地区偏好数据地区跨界顶侧双吸浙江6.5%9.6%4.7%4.9%14.4%3.0%-1.9%-1.7%7.9%广西1.7%1.9%1.0%2.5%7.6%0.

29、2%-0.7%0.8%6.0%内蒙古2.1%1.6%1.5%2.0%5.2%-0.5%-0.6%-0.1%3.1%新疆1.6%1.3%0.8%1.4%4.2%-0.4%-0.8%-0.2%2.5%安徽3.2%2.9%3.9%3.8%5.5%-0.2%0.7%0.6%2.3%福建2.7%2.6%3.5%1.0%4.2%-0.1%0.8%-1.7%1.5%山东7.0%6.6%4.2%11.4%7.7%-0.3%-2.8%4.5%0.7%黑龙江2.7%2.8%1.8%1.1%3.2%0.2%-0.9%-1.5%0.6%宁夏0.7%0.5%0.2%0.7%1.0%-0.1%-0.4%0.0%0.4%辽

30、宁3.6%2.9%3.7%2.9%3.8%-0.7%0.1%-0.7%0.2%甘肃1.0%0.6%1.2%1.8%1.0%-0.3%0.3%0.9%0.0%山西1.2%1.2%1.3%2.1%1.0%0.0%0.0%0.8%-0.3%青海0.5%0.4%0.6%0.9%0.2%-0.1%0.0%0.4%-0.4%贵州0.9%0.9%1.4%0.7%0.5%0.0%0.5%-0.2%-0.4%海南0.7%0.5%0.5%0.8%0.2%-0.1%-0.1%0.1%-0.5%潜吸式超薄低吸河北1.7%1.4%2.0%2.2%0.8%-0.4%0.3%0.5%-0.9%天津1.9%1.4%2.0%1

31、.2%0.4%-0.5%0.1%-0.6%-1.5%北京7.7%8.5%11.4%10.5%6.2%0.8%3.7%2.8%-1.5%四川3.7%4.2%4.5%5.5%2.1%0.4%0.7%1.7%-1.6%江西2.1%2.1%1.0%0.8%0.3%0.0%-1.1%-1.4%-1.8%河南2.9%2.3%1.5%2.3%0.9%-0.6%-1.3%-0.6%-2.0%湖南2.4%2.4%1.5%1.9%0.4%0.1%-0.9%-0.5%-2.0%陕西3.1%3.5%3.1%2.3%0.7%0.4%0.0%-0.8%-2.4%广东6.3%5.4%7.2%7.1%3.7%-1.0%0.9

32、%0.7%-2.7%江苏13.3%15.5%16.9%8.5%8.4%2.2%3.6%-4.8%-4.9%上海6.5%6.2%7.2%1.6%1.4%-0.3%0.7%-4.9%-5.1%重庆5.4%4.1%5.1%14.6%0.2%-1.3%-0.3%9.1%-5.2%数据来源：奥维云网（AVC）线下监测数据-15-占全国权重（零售额）款式偏好（细分款式权重-整体权重）整体跨界顶侧双吸潜吸式超薄低吸跨界顶侧双吸潜吸式超薄低吸湖北5.1%4.7%3.6%2.5%14.3%-0.4%-1.5%-2.6%9.2%云南1.2%0.9%2.0%1.0%0.6%-0.2%0.9%-0.2%-0.6%吉林

33、0.6%0.7%0.7%0.1%0.0%0.1%0.0%-0.6%-0.6%中国消费行业报告文档资料油烟机如何应对集成灶？突出优势 场景定位 服务增值-16-中国消费行业报告文档资料突出优势：选择多、性能强、更智能、更专业外观优势性能优势品质化智能优势功能优势精而专的高科技的选择数据来源：奥维云网（AVC）研究整理-17-多种形态的选择更时尚年轻的选择更符合中式烹饪习惯的选择更安静的烹饪环境的选择成熟的控制中心的选择统一联动适配的选择中国消费行业报告文档资料场景定位：集成灶是大众需求，而套系是品质化需求分体类别烟机两件套三件套四件套均价（元）3700元左右6000元左右10000元左右2800

34、0元左右价格倍数1.62.77.6多功能类别烟灶消烟灶蒸烟灶蒸烤一体机烟灶蒸烤分体均价（元）7800元左右11500元左右12500元左右17000元左右价格倍数1.51.62.2厨房场景燃热油烟机2022F零售额320亿元同比增长集成灶2022F零售额307亿元净水器2022F零售额228亿元燃气灶小家电2022F零售额442亿元数据来源：奥维云网（AVC）全渠道推总数据数据来源：奥维云网（AVC）研究整理-18-冰箱2022F零售额更多功能2022F零售额278亿元微蒸烤洗碗机消毒柜2022F零售额977亿元分体套系（以线下监测数据为例）集成灶（以线下监测数据为例）2022F零售额3033

35、亿元2.3%2022F零售额119亿元2022F零售额192亿元2022F零售额127亿元44亿元-18-中国消费行业报告文档资料创造增值：服务升级与增值付费 家电套购市场前景广阔：在欧美发达国家，有超过30%的家庭选择家电成套购买。国内市场虽然刚刚起步，但市场份额的增长非常迅猛； 对产品设计从源头提出了更高的要求：跨品类的套系化设计，场景与品类已经完全融合，家电家居一体化逐渐形成；包修包换销售产品价格是线下渠道的短板，卖产品会陷入零售的内卷，投入产出不达标，而且面临高效率渠道的冲击案例：京东电器蓝盾计划1、从通过安全健康验证的数智化升级最大化降低工程师入户风险，到电子账单线上化实现收费的透明

36、化，让用户享受高品质、可信赖的电器服务。2、用户已经率先体验到电子账单这一服务。用户打开京东APP，进入订单详情页后，就看到了这次安装过程中使用到的耗材配件的价格，甚至连3块钱1个的导流管卡、2块钱1盒的生料带也列得明明白白。”数据来源：奥维云网（AVC）研究整理全流程解决方案【吃 买 存 做 洗 改】前期厨房橱柜厨电清运设计改造包退销售方案从消费者的整体需求出发，拉近距离，降低价格敏感度，凸显定制服务，提高成单价格，发挥百货渠道的高端和套系展示优势-19-中国消费行业报告文档资料燃气灶被油烟机抢了风头的品类-20-中国消费行业报告文档资料燃气灶整体市场进入烟灶相较若捆绑的阶段-21-中国消费

37、行业报告文档资料配套关系：存量主导阶段，燃气灶的更换周期更短2009年家电下乡政策的牵引下，燃气灶作为刚需且低门槛产品，第一次爆发。而随后的2014年、2019年两次进入高峰期，期间周期均为五年2020年下滑，疫情影响，居家烹饪频次上升，部分换新提前，线上增速明显、线下大幅下滑2021年下滑，2020年疫情下需求提前释放，线上小幅增长、线下下滑2022年下滑，但与油烟机的配套比例整体回升，存量换新的周期下，油烟机的换新周期大于燃气灶；线上下滑在于油烟机单品换新的周期来临2014-2022F燃气灶零售量/油烟机零售量比例关系变化2010-20142015-20192020年-1.35第二个高点第

38、三个高点1.301.251.201.151.101.051.00线上1.331.221.151.151.211.321.311.231.22线下1.221.181.121.111.191.201.181.151.21全渠道1.231.181.121.121.191.241.231.181.21数据来源：奥维云网（AVC）全渠道推总数据-22-2014年2019年20142015201620172018201920202021F2022F中国消费行业报告文档资料配套节奏：1季度最好、4季度次之2016-2021分季度线上市场燃气灶零售量/油烟机零售量变化1.701.601.501.401.301

39、.201.101.0016Q116Q216Q316Q417Q117Q217Q317Q418Q118Q218Q318Q419Q119Q219Q319Q420Q120Q220Q320Q421Q121Q221Q321Q42016-2021分季度线下市场燃气灶零售量/油烟机零售量变化1.401.301.201.101.000.900.8016Q116Q216Q316Q417Q117Q217Q317Q418Q118Q218Q318Q419Q119Q219Q319Q420Q120Q220Q320Q421Q121Q221Q321Q4数据来源：奥维云网（AVC）线上/线下监测数据-23-1.241.181.0

40、61.201.221.121.071.021.021.231.171.161.141.040.981.301.231.231.141.131.001.251.121.121.061.171.051.050.971.291.151.091.241.151.071.611.431.341.211.131.291.211.121.051.00中国消费行业报告文档资料燃气灶细分市场看面板、看灶眼、看配套结构、看性能、看区域偏好-24-中国消费行业报告文档资料面板偏好：玻璃主导，不锈钢在低端以及超高端布局较多2019-2021各面板材质燃气灶零售量占比及变化玻璃不锈钢其他100%80%60%40%78.

41、1%78.7%77.7%79.1%20%0%201920202121201920202121线上线下2019-2021各面板材质燃气灶零售额占比及变化玻璃不锈钢其他100%80%60%3000-349940%20%0%201920202121201920202121线上线下数据来源：奥维云网（AVC）线上/线下监测数据-25-11.8%11.7%13.3%12.8%8.9%9.7%4.2%2.5%5.4%4.6%20.43%13.6%7.5%7.4%9.3%9.7%15.3%10.2%13.9%14.1%13.7%13.2%13.9%28.1%4000+东部4000+2500-29992500

42、-29992000-24992000-2499T4T211.8%83.5%1000-11990-99924.4%19.2%南部14.8%81.3%北部全国16.5%14.8%3500-399981.8%1000-11990-999整体2021线下各市场及区域不锈钢燃气灶零售量及比21.6%21.5%20.4%17.8%13.9%西部12.9%T377.7%15.4%T113.9%全国2021线上（左）线下（右）各价位段不锈钢燃气灶零售量占比12.8%12.7%11.1%3500-39993000-349987.0%86.7%88.2%85.4%1500-19991500-19991200-14

43、991200-149927.1%整体中国消费行业报告文档资料灶眼偏好：三眼灶提升明显，主要布局在T1-2高端市场2019-2021各灶眼数量燃气灶零售量占比及变化2021线下各市场及区域多灶眼燃气灶零售量及比双灶眼单灶眼多灶眼100%95%南部90%85%80%201920202121201920202121线上线下2019-2021各灶眼数量燃气灶零售额占比及变化双灶眼单灶眼多灶眼100%99%98%97%96%95%201920202121201920202121线上线下说明：此报告中东部包含山东、浙江、江苏、安徽、福建、上海、江西，南部包含湖北、湖南、广西、广东、海南，西部包含新疆、甘肃

44、、宁夏、四川、陕西、重庆、云南、西藏、青海，北部包含黑龙江、吉林、辽宁、内蒙古、北京、天津、陕西、河北、河南7.4%10.2%1.9%0.2%0.9%0.2%0.0%0.3%1.1%0.5%0.2%0.1%0.0%0.0%0.0%0.0%0.2%0.1%0.1%0.2%0.2%0.1%0.1%0.1%0.2%13.0%4000+1.0%3000-3499T4东部0.2%0.2%1.2%3000-34992500-2999西部8.8%T20.9%3500-39992.4%1200-14991200-14992.8%10.2%97.1%97.3%89.7%北部0.2%全国0.5%10.7%3500

45、-39993.0%98.6%98.6%2000-24992000-24991500-19991500-199996.4%1000-11990-999整体3.6%8.7%T396.3%91.1%90.9%0.2%T1全国2021线上（左）线下（右）各价位段多灶眼燃气灶零售量占比0.4%1.5%2.9%2500-299998.4%96.8%96.7%1000-11990-999整体数据来源：奥维云网（AVC）线上/线下监测数据-26-中国消费行业报告文档资料结构表现：对比烟机，燃气灶腰部价位段产品不足2021线上燃气灶（右）分价格段结构对比油烟机（左）2021线下燃气灶（右）分价格段结构对比油烟机

46、（左）202120202021202020212020202120205%2%2500-29991%5%4%58%18%21%10%13%17%10%3%数据来源：奥维云网（AVC）线上/线下监测数据-27-16%18%2500-29992000-249911%9%34%5000-54994500-499918%1200-14994%0-9993000-34999%10%4000-44992500-29991000-11991000-14994000+7500-79996500-69995500-599916%8%3500-39991500-19993000-349910%5%4%2%0-10

47、003%4%5%5%7000-74994%6000-649939%1400-169915%8%19%14%1500-19992%30003%39%5%1700-199912%3000-34991000-1399800-9999%500-799200-49919950004500-49993%3500-39994000-44992000-24993500-399917%6%2500-29992000-24991500-19991000-14992000-2499500-9990-499中国消费行业报告文档资料区域需求：整体的单灶需求相对单烟机同比减弱2021线下各省份燃气灶销量/油烟机销量热力图

48、2021线下各省份燃气灶销量/油烟机销量及同比变化省份2021 2020 同比省份2021 2020 同比全国1.06 1.07 -0.08 河南0.98 1.00 -0.08 内蒙古1.16 1.03 0.09 广西1.02 1.04 -0.06 山东1.05 0.98 0.18 安徽1.02 1.02 -0.09 江西1.16 1.12 -0.06 新疆1.18 1.18 0.09 福建0.95 0.91 -0.03 北京0.93 0.96 0.04 陕西1.01 1.00 -0.19 广东1.09 1.13 -0.15 辽宁1.18 1.19 -0.14 江苏1.05 1.08 -0.1

49、9 山西0.96 0.93 -0.27 湖北1.22 1.23 0.09 天津0.92 0.91 -0.22 上海1.04 1.09 -0.10 云南0.75 0.78 -0.17 宁夏1.06 1.10 -0.12 黑龙江1.04 1.05 -0.03 甘肃0.91 1.00 -0.18 吉林1.07 1.08 -0.18 河北0.94 1.02 -0.12 贵州0.95 0.97 -0.15 青海0.84 0.97 -0.03 浙江1.02 1.04 -0.09 重庆1.26 1.31 -0.04 四川1.02 1.04 -0.09 湖南1.21 1.34 -0.17 海南1.15 1.1

50、5 -0.04 数据来源：奥维云网（AVC）线下监测数据-28-中国消费行业报告文档资料性能变化：大火力、高热效率快速渗透2019-2021年各热流量段零售额占比变化2019-2021年各热效率段零售额占比变化0-3.9KW4.0KW4.1KW4.2KW4.3KW-4.9KW5.0KW及以上63%63%-64.5%65%-69.5%1.0%6.7%5.7%21.7%18.8%41.9%32.9%32.3%33.1%37.1%29.9%22.4%17.0%16.2%10.9%8.0%201920202121201920202121201920202121201920202121线上线下线上线下数

51、据来源：奥维云网（AVC）线上/线下监测数据-29-5.2%9.7%0.9%5.2%0.6%1.8%80.3%73.8%8.0%3.4%4.1%69.8%4.1%5.7%9.7%1.4%6.8%11.6%71.9%73.5%11.4%16.7%11.0%5.1%2.6%1.5%70%4.0%13.9%28.2%18.1%33.5%66.1%27.2%27.0%7.0%8.7%5.4%4.9%4.3%中国消费行业报告文档资料消毒柜逐渐被忽视的品类-30-中国消费行业报告文档资料配套关系：相对需求并未减弱，但结构优化不及油烟机2014-2021年油烟机及消毒柜零售量变化表现2014-2021年油烟

52、机及消毒柜零售额变化表现油烟机零售量（万台）消毒柜零售量（万台）需求比300030.0%45014.5%2500200020.0%13.1%12.6%150015.0%200100010.0%5855885805005.0%5000.0%010.5%2015年2016年2017年2018年2019年2020年2021年2015年2016年2017年2018年2019年2020年2021年数据来源：奥维云网（AVC）全渠道推总数据-31-13.5%13.5%11.5%5411.0%14.0%3501005213.9%21.4%4593940013.8%21.7%5604525.0%21.3%21

53、.3%13.0%13.0%12.0%53750油烟机零售额（亿元）消毒柜零售额（亿元）规模比24.5%21.9%20.4%30025012.5%11.8%15055147中国消费行业报告文档资料促销节奏：线上节点放大，规模渐增，线下315被放大 一定程度上，洗嵌等新兴品类的布局从出样以及主推顺序上对消毒柜进行了弱化；另一方面集成灶品类从源头上稀释了分体式消毒柜的需求； 因为相对价格较低，在常态疫情背景下，315节点消毒柜有着集中爆量，但后期大促相对乏力2017-2021年分月消毒柜线上市场零售额走势2017-2021年分月消毒柜线下市场零售额走势单位：亿元单位：亿元3.54.53.02.82.

54、52.22.01.81.51.51.01.00.50.00.0111111111111111111222222222222数据来源：奥维云网（AVC）全渠道推总数据-32-2.62.92.13.53.13.12.52.24.02.72.72.53.03.02.62.13.12.82.42.32.52.12.01.50.5111111111111111111222222222222中国消费行业报告文档资料分款式看：嵌入式消毒柜量、额双线均实现大幅增长2020-2021消毒柜零售量分款式结构表现2020-2021消毒柜零售额分款式结构表现立式嵌入式卧式100%90%90%80%70%70%66%6

55、0%60%50%50%40%40%30%20%10%10%0%0%20202021202020212020202120202021线上线下线上线下数据来源：奥维云网（AVC）线上/线下监测数据-33-4%5%80%30%37%100%35%59%87%58%20%28%12%立式嵌入式卧式7%7%31%52%71%84%63%42%33%15%中国消费行业报告文档资料分容积看：线上91-100L、线下101-130L段需求明显增加2020-2021消毒柜零售量分容积结构表现2020-2021消毒柜零售额分容积结构表现a.0-80Lb.81-90Lc.91-100Ld.101-130Le.130

56、L以上a.0-80Lb.81-90Lc.91-100Ld.101-130Le.130L以上100%90%15%80%24%80%70%24%60%60%50%40%40%30%30%6%20%10%10%0%0%20202021202020212020202120202021线上线下线上线下数据来源：奥维云网（AVC）线上/线下监测数据-34-6%6%100%38%8%50%5%5%9%23%21%35%49%59%20%28%6%6%6%90%20%70%6%60%48%7%27%13%7%14%20%26%27%8%49%9%45%6%15%中国消费行业报告文档资料结构变化：看好线上150

57、0-3000元、线下3000元及以上段嵌入式2021线上价格段+款式交叉零售额结构分布2021线上价格段+款式交叉零售额结构分布同比变化价格段合计立式嵌入式卧式价格段合计立式嵌入式卧式总计a.0-999b.1000-1499c.1500-1999d.2000-2499e.2500-2999f.3000-3999g.4000-4999h.50002021线下价格段+款式交叉零售额结构分布2021线下价格段+款式交叉零售额结构分布同比变化价格段合计立式嵌入式卧式价格段合计立式嵌入式卧式总计100.0%总计a.0-999b.1000-1499b.1000-1499c.1500-1999d.2000-

58、2499e.2500-2999f.3000-3999g.4000-4999h.5000h.5000数据来源：奥维云网（AVC）线上/线下监测数据-35-6.9%-1.3%-6.0%-1.9%-1.0%0.5%-0.1%1.1%-0.4%3.1%0.1%2.9%0.0%1.6%0.2%1.4%0.0%2.0%0.0%2.0%0.0%1.3%0.0%1.2%0.0%0.1%0.1%0.0%0.0%0.0%0.2%0.0%-1.6%-0.3%0.0%0.0%-2.3%0.0%-0.5%-0.7%0.0%-0.4%1.2%0.0%0.0%3.0%0.0%0.1%1.1%0.0%总计a.0-999b.1

59、000-1499c.1500-1999d.2000-2499e.2500-2999f.3000-3999g.4000-4999h.5000a.0-999c.1500-1999d.2000-2499e.2500-2999f.3000-3999g.4000-4999100.0%36.8%59.0%4.1%0.0%-5.6%52.9%32.8%16.8%3.4%-8.8%12.8%2.3%9.8%0.7%19.7%0.8%18.8%0.0%7.1%0.5%6.6%0.0%3.9%0.1%3.8%0.0%2.5%0.2%2.3%0.0%0.7%0.1%0.6%0.0%0.4%0.1%0.4%0.0%0

60、.2%12.1%87.1%0.8%0.0%-3.0%3.1%-0.1%4.9%4.5%0.3%0.1%-2.0%5.2%3.6%1.0%0.6%-1.0%-0.6%-0.4%0.0%11.2%3.0%8.1%0.1%-2.3%11.7%0.6%11.0%0.0%-1.2%17.7%0.1%17.7%0.0%0.8%27.2%0.2%27.0%0.0%3.0%13.3%0.1%13.2%0.0%1.2%8.9%0.0%8.9%0.0%1.5%0.0%1.5%0.0%中国消费行业报告文档资料结构变化：看好线上91-130L、线下101-130L段嵌入式2021线上款式+容积交叉零售额结构分布202