2023年H1品需厨电总结：未及预期但后势可期

规模：整体呈“V”字反弹，但增长未达预期2019-2023年H1品需厨电市场零售额走势零售额（亿元）24.0%25.3%同比600500400300200100014.4%11.2%9.8%7.6%5.5%6.3%4.9%2.9%0.9%-1.3%-3.3%-2.4%-4.9%-6.0%-9.6%-8.8%-9.4%-10.3%-10.6%-12.4%-18.7%-19.7%-22.7%488

441

445

390

19745433931166987100

103556572797136309

239

227

185902019

2020

2021

2022

2023H1合计2019

2020

2021

2022

2023H1消毒柜2019

2020

2021

2022

2023H1洗碗机2019

2020

2021

2022

2023H1嵌入式2019

2020

2021

2022

2023H1净水器数据来源：奥维云网（AVC）推总数据

-1-规模：整体呈“V”字反弹，但增长未达预期2019-2023年H1品需厨电市场零售额走势零售额（亿元）24.0%25.3%同比000000000000014.4%11.2%9.8%7.6%5.5%6.3%4.9%2.9%0.9%-1.3%-3.3%-2.4%-4.9%-6.0%-9.6%-8.8%-9.4%-10.3%-10.6%-12.4%-18.7%-19.7%-22.7%488

441

445

390

19745433931166987100

103556572797136309

239

227

185902019

2020

2021

2022

2023H1合计2019

2020

2021

2022

2023H1消毒柜2019

2020

2021

2022

2023H1洗碗机2019

2020

2021

2022

2023H1嵌入式2019

2020

2021

2022

2023H1净水器数据来源：奥维云网（AVC）推总数据

-2-渠道：线下市场现恢复性增长，下沉渠道空间广阔2019-2023年H1洗碗机零售额渠道占比变化2019-2023年H1洗碗机、嵌入式分渠道零售额同比走势线上规模同比线下规模同比线上占比

线下占比43.4%44.1%22.9%31.6%17.5%19.3%0.3%13.3%12.3%14.6%3.2%54.6%55.7%53.0%60.0%58.5%7.7%0.0%202218.2%2020-15.7%-4.4%4.1%1.5%202045.4%44.3%47.0%40.0%41.5%-6.7%2022-22.6%2019202123H12019202123H1201920202021202223H1洗碗机嵌入式2019-2023年H1嵌入式零售额渠道占比变化2023年H1品需厨电下沉市场网批量及同比线上占比

线下占比网批量（万台）

同比66.2%25.8%17.2%71.8%70.2%66.4%68.7%76.9%-22.2%28.2%29.8%33.6%31.3%12.90.71.54.323.1%净水器嵌入式复合机洗碗机消毒柜201920202021202223H1数据来源：奥维云网（AVC）推总/监测数据、下沉渠道数据

-3-结构：行业结构升级带动品类整体均价上行2020-2023年H1洗碗机分价格段零售额结构变化2020-2023年H1嵌入式复合机分价格段零售额结构变化2020-2023年H1厨卫品质需品类线上均价走势0-19992000-29997000-79993000-39998000-90004000-49995000-5999≥100000-19995000-59999000-99992000-29996000-699910000-109993000-39997000-799911000+4000-49998000-8999消毒柜洗碗机嵌入式4245净水器6000-69999000-1000045324493407139181%3%1%1%1%1%1%0%1%3%4%2%1%1%2%1%1%4%6%7%2%5%1%4%3%12%12%5%2%3%4%2%3%6%4141171019%21%381714677%5%22%24%25%5%6%9%330713316%5%7%30%9%171312%14%19%26%11%4%15%18%14%12%8%7%19%8%7%18%12%13%26%23%6%15%6%78083683010%68511%17%22%13%29%20H121H122H123H114%15%21%15%29%15%13%13%19%24%22%21%2020-2023年H1厨卫品质需品类线下均价走势21%27%9%19%18%21%18%消毒柜洗碗机嵌入式7653净水器22%14%18%19%20%9%15%16%14%7844750617%15%72927260680927%11%23%20%9%23%9%14%732217%21%6%6321418714%5%9%5%14%3%45302491448224768%3%11%2%433223838%3%8%4%8%2%13%7%1%7%5%2%1%1%2%0%2%2%2%1%0%0%1%1%0%1%0%1%0%207320H10%20H121H122H123H120H121H122H123H120H121H122H123H120H121H122H123H121H122H123H1线上线下线上线下数据来源：奥维云网（AVC）监测数据

-4-产品：理性消费下，消费者的天平向高“质价比”倾斜高端：独立运行，更专业，更高效质价比：一机多用，更划算上洗下消上蒸下蒸烤洗消烘（除）存（护）微蒸烤炸（炖）数据来源：奥维云网（AVC）线上监测数据

-5-品牌：品牌竞争激烈，国产品牌持续发力2021-2023年H1洗碗机品牌类型占比变化2021-2023年H1洗碗机线上CR5占比及在售品牌个数变化国内品牌零售额占比国外品牌零售额占比39.1%由内至外：21、22、23H1在售品牌年度个数202160.9%67.8%73.0%55.3%20222023H1202132.2%27.0%212214313317544.7%72%71%73%202254.0%54.7%46.0%23H12023H145.3%2021-2023年H1嵌入式品牌类型占比变化2021-2023年H1嵌入式线上CR5占比及在售品牌个数变化国内品牌零售额占比国外品牌零售额占比21.2%由内至外：21、22、23H1在售品牌年度个数202178.8%83.8%87.8%20222023H1202116.2%12.2%212210711911566.1%33.9%79%81%82%202267.7%68.5%32.3%23H12023H131.5%数据来源：奥维云网（AVC）监测数据

-6-机会点一：母婴细分市场的潜力不容小觑慧曼洗碗机HTD-B2上市以来线上市场销量及占比销量销量占比0.78%高颜值更安全1000090008000700060005000400030002000100000.74%0.90%0.80%0.70%0.60%0.50%0.40%0.30%0.20%0.10%0.00%0.64%0.48%0.31%201920202021202223H1方太消毒柜ZTD100F-J29上市以来线下市场销量及占比母婴专属空间销量销量占比5.34%5000450040003500300025002000150010005006.00%5.00%4.00%3.00%2.00%1.00%0.00%4.55%2.13%2021母婴专属模式0202223H1数据来源：奥维云网（AVC）监测数据

-7-机会点二：厨房能否迎来自己的多巴胺搭配公式美的洗碗机RX600-W上市以来销额占比走势厨房搭配美学能否进一步升级？2.5%2.1%2.0%2.0%1.5%1.4%1.3%

1.3%1.5%1.1%1.0%1.0%0.9%1.0%1.0%0.5%0.0%0.7%

0.7%0.7%0.6%0.6%0.2%0.0%方太嵌入式ZK50-EF1.I-W上市以来销额占比走势0.11%0.12%0.10%0.08%0.06%0.04%0.02%0.00%0.05%0.01%0.00%23.0323.0423.0523.06数据来源：奥维云网（AVC）线上监测数据

-8-2023年预测：整体实现稳中向好的复苏态势2023厨房大家电各品类全渠道零售额预测（亿元）2023年厨房大家电各品类全渠道零售量预测（万台）零售额零售额同比零售量零售量同比250020001500100050030.0%20.0%10.0%0.0%3503002502001501005030.0%20.0%10.0%0.0%10.5%8.3%7.1%6.8%7.7%7.3%6.6%5.8%5.5%4.6%4.5%4.8%3.2%2.5%2.3%0.7%2165-4.5%-7.1%321-10.0%-20.0%-30.0%-10.0%-20.0%-30.0%31317830113772722382661981882203125299186812217890油烟机燃气灶消毒柜洗碗机嵌集成灶电热燃热净水器0油烟机燃气灶消毒柜洗碗机嵌集成灶电热燃热净水器入式微蒸烤入式微蒸烤-9-数据来源：奥维云网（AVC）推总预测数据群内每日免费分享5份+最新资料300T网盘资源+40万份行业报告为您的创业、职场、商业、投资、亲子、网赚、艺术、健身、心理、个人成长

……

全面赋能！添加微