2023年H1刚需厨电总结：如流水行云日进而不已

2023H1厨卫刚需品类市场总结（烟灶、热水器）-3-规模：刚需基本面支持韧性，烟灶稳步回升，热水器增速超过前年数据来源：奥维云网（AVC）推总数据1167 1032 105393746835231933329614920018819117082303261254224108312263276247129-6.3-11.62.0-11.14.2-7.5-9.34.1-11.03.9-4.1-5.91.7-11.10.0-7.0-13.7-3.0-11.80.7-5.8-15.64.7-10.510.9201920202021 2022合计2023H1201920202021 2022烟机2023H1201920202021 2022灶具2023H1201920202021 2022电热2023H1201920202021燃热20222023H1零售额（亿元）同比2019-2023H1厨卫刚需品类市场零售额走势-4-品牌：存量淘汰赛开启，头部品牌集中度提升促进产业升级434147454950

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38烟机灶具电热燃热19H1 20H1 21H1 22H1 23H12019-2023H1分品类线上TOP3品牌份额集中度变化2019-2023H1分品类线下TOP3品牌份额集中度变化64

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8377烟机灶具电热燃热19H1 20H1 21H1 22H1 23H17162

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55烟机灶具电热 燃热数据来源：奥维云网（AVC）监测数据19H1 20H1 21H1 22H1 23H182818182

852019-2023H1分品类线上TOP5品牌份额集中度变化2019-2023H1分品类线下TOP5品牌份额集中度变化-5-渠道：多数品类继续向线上转移，下沉量级再进一步27333541437367655920192020202120222023H1293840434471626057 575620192020202120222023H1线上占比 线下占比 线上占比 线下占比334651565367544944472019 2020202120222023H1线上占比线下占比2535394547756561555320192020202120222023H1线上占比线下占比2023年H1厨卫刚需品类下沉市场网批量及同比20.417.9184.050.81.12.320.425.0烟机 灶具 电热 燃热数据来源：奥维云网（AVC）推总数据；下沉数据来源：天猫优品、苏宁零售云网批量（万台）同比2023年H1厨卫刚需品类线上线下销额占比走势油烟机 燃气灶电热燃热-7-数据来源：奥维云网（AVC）监测数据油烟机：主流款式拉动整体向高端升级，趋势款线上价格下探向腰部集中14131317161314141320201618182017192621H123H1999-2000-24991000-14992500-29991500-19993000+22H1线上76516111119191719171620262519212721H123H11999-4000-49992000-29995000-59993000-39996000+22H1线下T型线上T型线下价格段23H122H1同比价格段23H122H1同比999-8711999-5501000-19992830-22000-29991415-12000-29994149-83000-39992225-33000-399914954000-4999242404000-49998355000-54991314-15000-59991105500-59999816000+0106000+1494近吸式线上近吸式线下价格段23H122H1同比价格段23H122H1同比999-1416-11999-88-11000-19992230-82000-2999121212000-2999383803000-3999191903000-3999191184000-49991619-34000-49995325000-54999905000-59991105500-59998716000+01-16000+27261超薄低吸线上超薄低吸线下价格段23H122H1同比价格段23H122H1同比999-2021999-0001000-199925-42000-29992202000-29992818103000-39996603000-3999393724000-499910284000-49998625000-549967-15000-599914585500-5999811-36000+728-216000+6872-42021-2023H1油烟机分价格段零售额占比走势 主流款式&趋势款式分价格段零售额占比走势-8-数据来源：奥维云网（AVC）监测数据油烟机：大风量、变频向“标配”靠拢，低噪仍有空间，并带来溢价机会1324506576223253667719H120H121H122H123H1线上线下1282140132237526219H120H121H122H123H1线上线下101091422222123293819H120H121H122H123H1线上线下21m³/min及以上的产品零售额结构走势700Pa及以上的产品零售额结构走势50dB及以下的产品零售额结构走势均价19H120H121H122H123H1线上11021063131618551955线下32923585448548155077均价19H120H121H122H123H1线上15391476175620272083线下53985288499849874956均价19H120H121H122H123H1线上26692587345928892869线下66376230598757655661-9-数据来源：奥维云网（AVC）监测数据燃气灶：结构升级趋势更明显，线上与烟机的“1:2”均价比再度被打破17.812.718.121.12620.326.138.639.746.92.192.011.911.941.87201920202021202223H1烟机线上3000+灶具线上1500+烟/灶均价比29.226.824.221.720.418.119.015.816.634.12.062.072.072.072.06201920202021202223H1烟机线下6000+灶具线下3000+烟/灶均价比2019-2023H1线下油烟机6K+、燃气灶3K+额占比走势2019-2023H1线上油烟机3K+、燃气灶1.5K+额占比走势-10-数据来源：奥维云网（AVC）监测数据燃气灶：大火力是基础，高热效率快速升级，便捷使用属性受到关注2019-2023H1燃气灶主要属性额占比走势65.156.018.223.28.119.530.64151.03438.85.315.222.720192020202120222023H120192020202120222023H120192020202120222023H120192020202120222023H120192020202120222023H120192020202120222023H15.0KW及以上65

及以上多灶眼定时防干烧可调节底盘线上线下标配大火力，高热效率增速加快多眼灶支撑溢价，定时向智能化发展暂非选购刚需，可做溢价点存量换新，用户购买倾向高16406542249191719单灶眼双灶眼多灶眼线下均价线上均价3585-11-数据来源：奥维云网（AVC）线上监测数据燃气灶：行业新品聚集中高端，线下新品发力明显7.57.03.55.95.72019H12020H12021H12022H12023H1线上线性

(线上)4.61.76.32.58.92019H12020H12021H12022H12023H1线下线性

(线下)2019-2023年H1燃气灶新品零售额贡献率 2023年H1新品分价格段销额份额表现01020304050607080901002021H12022H12023H1线下1499-1500-19992000-24992500-29993000-34993500-39994000+010203040 50607080901002022H12021H12023H1线上1800-1999499-2000-2499500-9992500+1000-14992500-29991500-1799≥3000-12-数据来源：奥维云网（AVC）监测数据电热：结构升级到达加速期，大容积产品趋势回归5.67.26.37.86.833.639.935.333.930.731.023.924.322.920.811.312.114.513.212.29.67.07.78.09.83.23.44.45.47.82.72.93.55.81.151.71.51.72.62.11.31.61.20.910.291.71.92.322H123H119H1 20H1 21H1线上10.711.410.49.49.114.315.113.413.211.312.713.512.111.810.713.011.710.68.611.012.710.510.59.68.77.38.410.28.39.76.88.310.111.19.56.75.76.27.29.115.214.916.220.520.719H120H121H122H123H14500+4000-44993500-39993000-34992500-29992000-24991500-19991000-1499500-999≤499线下6.013.617.90.2-3.2-1.261.33.940L50L60L80L23H1同比2019-2023H1电热分价格段零售额占比走势 2023H1电热分容积零售额占比及变化1.710.273.512.7-1.6-6.20.140L50L60L80L23H1同比8.22023H1电热分容积零售额占比及变化-13-电热：扁桶款、中高功率款价格普降，推动其稳步迭代21.456.122.5

25.132.842.12.6-14.02000-2000-30003000+22H1 23H1 23H1同比11.510.371.018.7

19.218.861.90.5-9.14000-4000-45004500+22H123H1 23H1同比8.52022-2023H1线上电热扁桶款分价格段销额占比及变化24982270233222702187226322152409251319H120H121H1 22H1 23H1数据来源：奥维云网（AVC）监测数据3200W28523300W2019-2023H1线下主销功率段均价变化2022-2023H1线上电热扁桶款分价格段销额占比及变化 2019-2023H1线上主销功率段均价变化19461664204915041369197720272294203119H120H121H122H123H13200W26703300W-14-数据来源：奥维云网（AVC）监测数据燃热：线上迎来更快的升级期，16L、18L大升数产品助推价值提升15.022.416.716.713.522.317.316.515.413.715.716.314.713.510.49.212.313.712.313.212.311.212.212.516.68.47.79.79.98.67.55.75.06.38.82.92.33.44.15.32.31.42.74.92.02.43.02.22.81.61.63.04.12.92.222H123H119H1 20H1 21H1线上4.75.24.14.03.78.49.77.87.96.78.49.27.68.07.913.613.613.812.010.99.49.28.68.88.813.112.410.19.410.87.16.97.67.17.48.87.08.48.99.48.99.712.412.814.816.816.018.720.519.119H120H121H122H123H1≥60005000-59994500-49994000-44993500-39993000-34992500-29992000-24991500-19991000-1499999-线下2019-2023H1燃热分价格段零售额占比走势 2023H1线上主销升数段均价同比情况-4.2-2.15.211.312L 13L 16L 18L-1.5-4.5-2.4-16.72023H1线下主销升数段均价同比情况12L 13L 16L 18L-15-数据来源：奥维云网（AVC）监测数据燃热：16L非零冷水独当一面，水伺服恒温形成更有力的支撑点水气双调，7个水量伺服器，8个其他，5个水气双调，7个水量伺服器，10个其他，3个30.026.726.817.822.430.7 30.523.533.527.119.517.55.71.13.12.62.1

1.824.413L非零冷水16L非零冷水13L零冷水16L零冷水28.626.726.325.522.623.224.920.328.817.413.44.14.94.9

3.11.432.631.930.513L非零冷水16L非零冷水13L零冷水16L零冷水19H1 20H1 21H1 22H1 23H136.32019-2023H1燃热线上升数及零冷水细分市场销额占比走势19H1 20H1 21H1 22H1 23H142.42019-2023H1燃热线下升数及零冷水细分市场销额占比走势2023H1燃热线上TOP20机型恒温功能分布2023H1燃热线上新品TOP20机型恒温功能分布-17-数据来源：奥维云网（AVC）线上监测数据趋势1：绿色低碳深入人心，节能理念影响用户选择，也带动行业升级72.324.2＜63≥63

,＜65≥65线上同比增长5.752.344.0＜63≥63

,＜65≥65线下同比增长5.9渠道热销机型火力段热效率线上JZT/Y-57B2D5.0KW及以上63JZT/Y-57B0X5.0KW及以上63JZT/Y-TH29B5.0KW及以上65JZT/Y-TH27B5.0KW及以上65JZT/Y-57B1K5.0KW及以上63JZT/Y-57B5X5.0KW及以上68线下JZ(Y/T/R)-9B3125.0KW及以上70JZT/Y-02-HE01CB5.0KW及以上73JZT/Y-TH7B4.3KW-4.9KW63JZT/Y-7B0314.3KW-4.9KW64JZY/T/R-02-HA7B5.0KW及以上64JZT-JEZ85.0KW及以上7557.358.766.5-0.42.313.42021H12022H12023H1线上增速74.267.972.4-2.8-8.66.62021H12022H12023H1线下增速2023H1热效率≥65

燃气灶零售额占比变化 一级能效电热产品零售额占比变化线上品类均价1102元一级能效均价1483元线下品类均价2143元一级能效均价2540元线上、线下热销新品机型均为1级能效EC6003-BK3KU1一级EWH-60HGMWI一级F8033-MP3(HE)一级F60-33NQ3(HE)一级DSZF-BT-B22-40L一级EWH-80HGMWI一级F6033-JE8(HE)一级ES60H-RA5K(AD)U1一级60Q1一级F60-33DG9(HE)一级EC8003-BK3U1一级CFBS6-6050一级F6022-ZK3S(HE)一级ES60H-GD7(2A)U1一级F6033-JE5(HE)一级F60-33DQ5(HE)一级EC6002-JH7U1一级EWH-60HGMAI一级DSZF-BT-B22-60L一级F60-22N5(HE)一级-18-数据来源：奥维云网（AVC）线上监测数据趋势2：智能化是当下家电消费热门趋势，产品升级势必要跟上热潮40.3969698电热AI新品线上燃热AI新品电热AI新品线下燃热AI新品销额占比新品销额销额占比-19-数据来源：奥维云网（AVC）线上监测数据趋势3：减少功能以外的嘈杂，创造静谧空间，让烹饪、洗沐成为享受9.311.815.418.120.124.027.130.920212022H12022H22023H120212022H12022H22023H1线上线下20212022H1线上2022H22023H120212022H1线下2022H22023H11476185519581955461348154915507715511596160416343733392740024108≤50dB均价 整体均价量价齐增1381352.104.403.109.309.7011.10202120222023H1线上品牌数线下品牌数线上占比线下占比A.O.史密斯48COLM