2022年上半年欧洲电子家电市场分析报告

欧洲电子家电市场解析2022年上半年热点事件对欧洲家电市场的影响012022年上半年消费者信心下降©GfK2疫情+战争，家电零售市场面临前所未有挑战

全球GDP增长从2021年6.1%，降到2022年预计3.6%通货膨胀Inflation

is

reaching

an

all

timehigh.

GDP

forecasts

are

reviseddownwardsCOVID-19俄乌冲突MarketCOVID

still

affects

people

andbusiness

but

a

little

more

freedomthan

2020

with

OOH

activitiesShortages

of

FMCG

goods.

Risingenergy

costs.

People

displacement.Disruptions供应链问题Raw

material

costs

are

quite

high,manufacturing

cost

are

increasing.Chip

shortages.©GfKsUnUqWbV9UlX9ZoPoP7NbPaQsQoOmOtRiNoPmMjMtRrRbRsQrRMYnRoQxNsOnP俄乌战争导致欧元区GDP增长率预计的大幅调低对GDP增长点位的修正，Jun22

vs.

Dec21欧元区GDP

2022:+2.6%(reducedfrom

4.3%)Source:

oecd-economic-outlook-june-2022-presentation

-

OECD

()©GfK俄罗斯:

在大量保值消费后市场迅速下滑，中国品牌份额提升Sales

value

USD(NSP)

growth

rate

vs

week

1

in

%Week

1

–202022

|俄罗斯Sales

value

USD

sharesWeek

1

–202022

|俄罗斯中国品牌份额Feb

24th

–1st

dayofconflictBigticketitems

are

inhighestdemand–topitems

often

>1,000$

in

IT

andTelco.MDAprovides

durabilityof

the

valuegainedfrom

rubles.20016012080通讯产品小家电ITWeek721%消费电子大家电26%Week

10400Week

15Week

2028%31%-40-8012345678910

11

12

13

14

15

16

17

18

19

20Growth

benchmarked

vs

week

1

20221-Sep-22Source:

Market

Intelligence:

Sales

Tracking/weekly,

calendar

week1–

15,2022©GfK欧元区消费者信心下滑明显EU

27

–

June

2022

消费者信心指数美国欧元区25201510599.6

102.1Jun21vs.0-595.695.8-10-15-20-25Jun22201720182019202020212022.State

of

Consumer

Technology

and

Durables

WebinarSource:

OECD;

Consumer

Confidence:

Amplitude

adjusted,

Long-term

average

=100,Jan2008

–Mar2022;

China:

onlyMay2022

data

available6©GfK欧洲和美国通货膨胀率上涨明显，土耳其、阿根廷、埃及通胀高企俄罗斯欧元区21.3%5.3%3.4%

6.7%2.3%0.3%美国7.7%4.7%2.9%中国中东和中亚20211.8%2.1%0.9%13.2%2022F2023F12.8%

10.5%东南亚3.8%拉美和加勒比印度2.0%2.8%3.2%5.5%

6.1%

4.8%11.2%9.8%8.0%澳洲3.9%2.7%Inflation

rates,

average

consumerprices

(in%

change)Source:

Inflation

annual

%change

IMFData

Mapper|

WEOApr2022

WorldEconomic

Outlook(April2022)

-

Inflationrate,

average

consumer

prices()EU

Area:AT,

BE,

CY,

DE,EE,ES,

FI,FR,

GR,

IR,

IT,

LT,

LV,LUX,Malta,

NL,

PT,SK,

SIMiddle

East

&Central

Asia:beltfromMauretania

toKazakhstan,

incl.North

Africa,

Somalia,

Georgia,

Pakistan©GfK全球原油和海运成本虽有缓解，但还处于阶段性高位Costsof

production

&shipment

still

on

veryhigh

levelsthoughPrices

|growth

ratesvs

previousyear’s

month+34%Europeanfactoriesdonotproduce

the

total

productline

of

brands-14%Jan-Jul

22CrudeOilLithiumSteelJan-Jul

22Lead

TimeChina

->US+434%63daysJuly2022Vs-3%Jan-Jul

22Jan-Jul

2280

daysShippingCosts

allroutesDec

2021+3%-21%Shipping

Costs

AsiaShipping

North

Europe

North

Europe-22%

US

East

Coast+40%Jan-Jul

21July12,

22

vs

July

2021July12,

22

vs

July

2021.MD1A6-GNloovb-a2l

1Strategic

Insights8Source:

/commodities|Shippingcosts:

,

/freight-resources/coronavirus-updates/©GfK战争影响欧洲能源价格上涨明显能源批发价格上涨，至少两位数的增长欧洲15国能源价格指数变化（2009年1月=100）欧洲家庭能源费用上限上升近700欧元7/05/2022©GfK9欧洲大家电市场价格上升剧烈欧洲大白电9个产品均价变化走势|

Average

Price

growth

+/-%

vs

FY

2019MDA9AverageEURprice

growth+/-%

YoYNew

pricelevelsestablishedASP

increase

in

2021fromFebonwardsFY

2019

ASPwas

used

asbenchmark354€Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May20

20

20

20

20

20

20

20

20

20

20

20

21

21

21

21

21

21

21

21

21

21

21

21

22

22

22

22

22MDA

-0.5

1.6%

1.2%

0.1%

-2.0

1.6%

-0.5

0.7%

0.9%

0.2%

-1.2

-3.6

-1.4

-0.1

3.5%

5.2%

4.0%

7.3%

6.3%

6.9%

7.3%

8.0%

7.5%

6.7%

8.1%

12.1

13.5

17.7

20.11-Sep-2210©GfK全球及欧洲家电市场趋势变化02上半年全球大小家电零售市场同时下滑Insert

date©GfK11全球技术消费电子产品零售市场（不含北美）在高位基础上开始减速销售额美元(NSP)

in

%

/

growth

rate

YoY

in

%B2C

Consumer

Market

YTD:

Jan-Jun

202210%消费电子2%办公产品-8.5%-6.7%21%15%IT产品-5.2%410Bil.

USD(-5.6%)大家电含空调-2.6%1%8%影像产品-12%Total

sales

value

USDandgrowth%YTD2022小家电通讯产品-6,4%-6.4%43%Source:

GfK

Market

Intelligence:

Sales

Tracking,

International

Coverage

(excl.NorthAmerica),

USD(NSP)

Value

&growth2022

vs2021,CEincludes

Multifunctional

Technical

Devices

and

SDAincludes

PersonalDiagnostics.TCGConference

Deck

Q2

2022

–GlobalStrategic

InsightsJune

2022.©GfK全球（不含北美）彩电市场：今年上半年销量同比延续下滑态势，中东&非洲成为销量唯一正增长区域销售额同比增长率%区域销量占比%Jan

22-Jun

22-5,7全球Jan

22-Jun

227,38,98,57,7拉美14,9拉美中东&非洲中东&非洲发达亚太新兴亚太西欧、中东欧独联体37,8发达亚太-9,65,4新兴亚太-4,825,6GLOBAL

(67)监测市场不含北美©GfK大家电（不含空调）市场：在2021年高增长基数下呈现下跌态势，发达亚洲和西欧销售额下降销售额同比（美元）-2.2%销售额

美元

%654亿美元640

亿美元新兴亚太-2%-11%8%发达亚太3333拉美11810中东&非洲9811%7%754俄罗斯&乌克兰&哈萨克斯坦54中东欧西欧-1%3230-7%Jan

21-Jun

21Jan

22-Jun

226/28/2022Market

Intellingence:

Sales

Tracking,

Global

MDA9

ex

NA©GfK14PRJ82721

-RG

5357026

-RP35928484

-ID

553793281欧洲大家电上半年市场表现：

嵌入式灶具企稳,

其他产品下滑Jan-Jun

2022–MDA

EU23Growth

in

USD(NSP),

Sales

ValueUSD5%Growth

rate

+/-Jan-Jun

2022Size

invalueSalesMio

USDJan-Jun

20220%-5%嵌入式灶具洗碗机烤箱洗衣机冰箱EU23:

-7.1%油烟机冷柜微波炉-10%-15%-20%-25%干衣机刀空调Sales

Mio

USD

Jan-Jun

20222,500

3,00005001,0001,5002,0003,5004,0004,5005,00015Source:

GfK

Market

Intelligence:

Sales

Tracking.,

c

oSmD

Ap

aGr

i

lsoobnaJl

ar

en

p-

Journt

A2u0g2

22

0t

o2

22:0G2l1o;bsaal

l

eSst

rvaat

el

ugei

cUI

nSsDi

gohft

sa

l–l

NtrFacked

product

groups

forallGfK

panelmarket

不含CIS©GfK小家电市场：2022年上半年，发达亚洲和西欧的主要增长地区出现显著减速小家电合计：销售额美元%销售额美元同比

-6%350

亿美元316亿美元新兴亚太发达亚太拉美0%22%24%-10%19%18%13%5%5%7%6%9%中东&非洲中东欧*西欧8%10%-1%39%36%-14%Jan

21-Jun

21Jan

22-Jun

22Source:

GfK

Market

Intelligence:

Sales

Tracking

ex.North

America,

IN,

GR,

EG,;

CIS放到中东欧*PRJ249348-RG

5804951-RP

42286052©GfK欧洲小家电市场：

空气炸锅和美发器保持高增长,

其他产品下滑Jan-Jun

2022–SDAEU23Growth

in

USD(NSP),

Sales

ValueUSD30%Growth

rate

+/-Sizein空气炸锅Jan-Jun

2022value15%SalesMio

USDJan-Jun

2022美发器0%电吹风咖啡机电熨斗电水壶电暖器吸尘器净水器电风扇口腔护理电动剃须刀-15%-30%吐司机食物料理机Sales

Mio

USD

Jan-Jun

20222,000空气净化器05001,0001,5002,5003,0003,5004,000Source:

GfK

Market

Intelligence:

Sales

Tracking,

comparisonJan-Jun

2022

to

2021;

salesvalue

USD

ofalltracked

product

groups

forallGfK

panelmarket

EU23,不含CISPRJ249348-RG

5804951-RP

4228605617©GfK欧洲小家电市场还是以欧洲本土品牌占主导中国品牌持续扩大份额小家电-

零售额占比

%欧洲品牌中国品牌韩系品牌日系品牌美洲品牌其他5295676056241011HY201HY211HY201HY21西欧中东欧Source

Market

Intelligence

Sales

Tracking,

Period

:Jan-Jun2022©GfK18升级替换是欧洲家电消费主旋律西欧14国家

|2022年1-5月销售额同比高配置便捷高端节能ValuetrendValuetrendValuetrendWashingFA

Front

9kgWashdryer+2Tumble

DryersHeatPump+14+2Smart*

WMWM

AutodosageSmart*

Ref.+16+19+47+16+20WashingFA

Front

10kgOvens

withSteamInductionFullflexVentedhobs+7+7+28+42Tumbledryers

+8kgRef.

3+(excl.SBS)+13+10Smart*

OvensSmart*

HobsHygiene

&

Well-BeingOvens

withmeatprobe+13ValuetrendFS

Ref.

Combibottom+200cm

heightSmart*Tumbledryers+2+18+11WM

with

SteamDrumCleanWM+23DWStandard+14placesetsSmart*

DW+14+30+22+51+45*Smart

excl.

Check/DiagnosisOvens

+75lt.Drumshower/Powerjet

WMTumble.

withsteam19©GfK1-Sep-22.

MDA

Trends

inWEU欧洲消费者愈加重视家电产品能效，会购买能效等级更高的产品Q：购买家电时哪些产品功能配置是你最看的？冰箱、洗衣机、冷柜、洗碗机合计能效等级结构Energy

Efficiency

&

Noise西欧

国，0<750

Jan-May2022欧元，14Level

parts

of

NEL63%销售额份额销量份额上架份额6,66,910,941%8,17,5AB35%7,919%12,815,1CDEEnergyEfficiencyFrostFreeNoise

Level

Rapid

Freeze18,123,019,025,830,9F22,9GUNKNOWNn.a.63%62%24,721,739%36%7,08,6WashProgrammesEnergyEfficiencyNoise

LevelSpinSpeed7/05/2022gfknewron

consumer:

ES,

FR,GB,

IT,

PT,

NL,

BE,GR,

DE©GfK20消费者对高能效产品的渴望伴随着巨大的价格溢价MDA

9|

WEU

14|AveragePrice

NEWvs

OLD

EnergyLabel|YTD

May

2022FAFront>8kg2DR

BTM

incl.

Regular|NOFrostFullsize1,302634OldNewNew517507New1,107459OldOld362758759852732650703623535545375FA+++(2020)DCBAA+++(2020)EDCBA+++(2020)FEDC1-Sep-22©GfK21PRJ

82721

-

RG

4057395

-

RP

40036951

-ID

586876980欧洲在线市场：比重虽有回落，但消费习惯已经养成，市场比重高于疫情西欧14个国家

|大家电监测市场|欧元销售额占比

|2019年1-5月–2022年1-5月100%20.525.428.932.380%60%40%20%0%在线渠道线下渠道YTD

2019YTD

2020YTD

2021YTD

20221-Sep-2222©GfK对比2021;西欧五国今年primeday促销周的表现偏弱销售额增长:Prime

Day

促销周对比过去12个月周平均2021-

Prime

Day

Week

(Wk

25)

vs

Avg

Week

of

past

12

months2022-Prime

Day

(Wk

28)

vs

Avg

Week

of

past

12

months18%通讯产品0%20%大家电IT+办公产品消费电子5%0%0%-14%-28%31%小家电5%Source:

Market

Intelligence

salesTracking

Countries:

EU5Categories:*COOLING,

WASHINGMACHINES,

AIRTREATMENT,

VACUUMCLEANERS,

SHAVERS,

FOODPREPARATION,

DENTAL

CARE,

HOT

BEVER.MAKER,

MOBILECOMPUTING,

MONITORS,

POINTING

DEV,

KEYING

DEV,MEDIATABLETS,

Smartphones,

Laser

PrintingDevices,

Inkjet

PrintingDevices,

PTV/FLAT,

Soundbar/base,

AUDIO

HOME

SYS.,

DESKC.excl.MEDIABOX&MEDIASTICK,

HEADPHONES,

HEADSETSFor

Mat2022

figure