【GfK报告】解码全球消费科技市场-17正式版

解码全球消费科技市场GfK-2021H1全球家电市场发展概览2021年9月蔡凌CharlieGfK中国|家电事业部总监疫情叠加中美博弈造成核心部件缺货、原材料上涨、物流紧张、汇率波动加大企业全球经营挑战均价同比2门下冷冻机器人吸尘器笔记本电脑显示器多功能打印机>=21’’冰箱超薄July20-Jun21+9%+17%+9%+14%+24%MAT-3%+2%-10%-3%-1%MATJul19-Jun20Source:GfKMarketIntelligence:SalesTrackingTechnicalConsumerGoodsTotal,Price(NSP)USD;©GfK214-Sep-21▪TCGConferenceDeck1HY2021–GlobalStrategicInsights预计2021年全球技术消费电子产品零售规模同比增长12%；居家经济推动小家电和IT办公产品持续增长规模预估含北美，预估时间2021年6月，基于没有进一步lockdown情况通讯产品大白电IT办公产品消费电子&影像小家电

-2.4% +3.2% +11.6%41.8% -6% 38.3% +15% 39.5%17.0%+5%17.3%+5%16.2%17.6%+22%20.7%+15%21.3%15.2%-3%14.4%+9%14.0%8.3%+15%9.3%+9%9.0%201920202021F

ValueGrowth%SalesValuetotal$1,407bn+12%2021(forecast)Source:GfKMarketIntelligenceandtotalmarketestimationincl.NorthAmerica,basedonUSD©GfKForecastingdate:June16,2021,notassumingfurtherlockdowns全球体量最大的手机市场进入更长周期的存量替换阶段(ASP:USD)全球手机销售量规模及均价走势2018-2021F6002021H15002020$41020182019$368$358400$3543004.4%200YoY-3.7%-2.3%-7.9%（百万台）（百万台）1001,4081,3761,2671,3232018201920202021F-J-18M-18M-18J-18S-18N-18J-19M-19M-19J-19S-19N-19J-20M-20M-20J-20S-20N-20J-21M-21M-21J-21S-21N-21©GfK2021©GfK4从粗放竞争向创新和品牌驱动竞争，需直面全产业链和全生态比拼全球智能手机，销量占比%西欧东欧Others<10%10%10%Others<10%47%37%24%14%56%56%41%45%39%26%24%18%13%11%10%17%32%35%31%9%2%3%4%6%12%14%21%23%23%20%51%42%41%44%46%44%45%45%67%70%61%63%63%63%61%64%201420152016201720182019202021H1201420152016201720182019202021H1印度及南亚50%34%22%13%13%13%64%60%49%62%65%67%拉美1%5%14%33%中东非35%34%36%33%29%25%21%21%201420152016201720182019202021H149%49%44%42%38%35%35%33%32%27%27%31%29%21%21%21%亚太(不含日韩)2%4%7%7%9%11%10%12%4%7%14%19%28%36%40%34%Others<10%9%8%6%49%46%49%51%53%54%55%55%64%66%59%50%43%44%39%45%47%43%36%23%15%39%47%56%57%5%9%17%28%201420152016201720182019202021H1201420152016201720182019202021H148%48%47%49%46%两国际巨头中国品牌Others44%36%37%三星&苹果HMOV及子品牌201420152016201720182019202021H1©GfK2021 Source:GfKPOSTrackingData(excl.NorthAmerica) ©GfK 5满足消费者需求的创新是消费科技市场增长的源动力以吸尘器为例多数吸尘器的购买者是替换产品或者额外多购；洗地机和集洗拖自动清洗拖布的多功能扫地机器人成为爆款。 吸尘器&蒸汽清洁机(销售额%,百万美元)88%37%被看到和听到的新技术产品鼓舞重复购买者47%对于现有产品不2021年1-3月全球吸尘器太满意

推杆（可充电）吸尘器45%,3424+18%卧式吸尘器20%,1506+9%+47%扫地机器人23%,1790+125%洗拖（洗地机）10%,762+11%蒸汽清洁机206©GfK智能化向全屋和场景化纵深发展，消费者对于便利生活的本质需求是企业创新的着力点智能:在通往全屋智能的路上智能大家电智能连接产品比重(SalesValue%)22%34%28%24%22%22%加速增长大家电智能产品比重10%16%7%6%6%15%洗衣机干衣机洗碗机冰箱大家电整体嵌入式灶具烤箱烟机微波炉冷柜+40%+105%+371%+53%+58%+78%+80%+57%+111%+100%Source:GfKMarketIntelligence:SalesTracking;Jan-Jun2021;SalesValueUSD,Globale.NorthAmerica©GfKPRJ82721-RG5357026-RP35937773-ID553836512MDAglobaltrends2020疫情下消费者对于品质生活追求趋势未改变小家电15个产品小家电平均

2021上半年，全球监测市场（不含北美）Growthrate+/-weekJan-Jun2021

65%空气炸锅50%美发器35%口腔电水壶护理20%吹风机净水器电熨斗挂烫机5%电饭煲咖啡机小家电平均+19%刮胡刀空气处理器食物料理机

吸尘器增长率+/-SizeJan-Jun2021invalue百万美元Jan-Jun2021-10%0 1000 2000 3000SalesMioUSDJan4000-Jun2021Source:GfKMarketIntelligence:SalesTracking,comparisonJan-Dec2021to2020;salesvalueUSDofalltrackedproductgroupsforcountries14-Sep-21PRJ82721-RG5357026-RP39550152-ID590748062GlobalSDAtrendreportJuly2021:GlobalStrategicInsights–NF

5000600070008000©GfK8高端消费市场未受疫情抑制2021年上半年同比销售增长率%,全球不含北美小家电 笔记本电脑 彩电 9大白电 手机137.3TCG+25.8%40.24850.554.42021H1同比0.95.66.1-30.8-21.2价格段零售额占比最低的20%价格段零售额占比最高的20%Sourcefrom:GfKpanelmarketretailtracking,globalwithoutNorthAnerica©GfK9▪TCGConferenceDeck1HY2021–GlobalStrategicInsights经营品牌是全球化发展重要着力点，通过创造高附加值获取额外受益全球,上半年/大白电九大产品*全球（不含北美）中东非拉美亚洲销售额比重19%19%10%21%%（美元）81%81%90%79%+36%+27%销售额同比增长率%（美元）

高端品牌:品牌价格指数>150**其他品牌:品牌价格指数<=150**

+40%+37%+34%+29%+28%+25%J-Jun2021 J-Jun2021大家电九大产品：冰箱、冷柜、洗衣机、干衣机、烟机、嵌入式灶具、洗碗机、烤箱、微波炉Source:GfKMarketIntelligence:SalesTracking,InternationalCoverage(excl.NorthAmerica),USD(NSP)Value&growth2020vs2019PRJ82721-RG5670422-RP40364897-ID589843788

J-Jun2021 J-Jun2021**PriceIndexperbrandisaggregatedupfromacountry/productgroupleveltousecomparablepriceindex©GfKinformationwithinonecountryandproductgroup.E.g.priceindexofBoschinGermany/fridgesisusedfortheanalysis,notpriceindexofBoschacrossallproductgroups(toavoidbias)中国家电品牌在海外市场持续扩张，小家电自有品牌还有很大提升空间销售额%，海外市场，不含北美和中国平板彩电其他19.018.717.35.16.78.0中国品牌22.621.518.8日系品牌53.353.155.9韩系品牌Jan-Jun2019Jan-Jun2020Jan-Jun2021Source:GfKMarketIntelligenceSalesTrackingMonthlysales

小家电86.2 86.0 86.62.12.83.47.98.07.13.83.22.9Jan-Jun2019Jan-Jun2020Jan-Jun2021

大白电9大产品61.4 60.3 60.77.8 8.7 9.510.7 11.6 9.820.2 19.3 20.0Jan-Jun2019Jan-Jun2020Jan-Jun2021©GfK消费者因疫情养成的在线消费习惯在多数区域得到保持和提升，顺势而为小家电在线零售额比重%21年上半年全球（不含北美，含中国）:49.6%拉美上半年YTD202130%36%YTD202017%16%YTD2019YTD2018

西欧41%47%27%29%中东&非洲4% 4%10%9%

独联体47%48%24%28%发达亚太18%18%24%26%东欧43%27%29%33%除中国以外新兴亚太21%24%10%11%Source:GfKMarketIntelligence:SalesTracking,RetailerMarket,Internationalcoverage(excl.NorthAmerica),SalesValueUSD(NSP),ValueGrowth%Year-on-YearSmallDomesticAppliances,PersonalDiagnosisDevicesPRJ249348-RG5481054-RP37600691YTD:Jan-Jun2021AlltrackingcountriesexceptNA,IN,SA,TR,GR’GlobalSDAtrendreportJuly2021:GlobalStrategicInsights–NF©GfK成功的零售商和品牌企业可以通过在线渠道提供优于实体店的购物体验，进行品牌塑造51%在线购物的消费者42%ofonlinebuyersNPS值更高ofofflinebuyerswouldrecommendwouldrecommendretailerretailerSource:ConsumerInsightsEngine:AllcountriesbutChina.Allproducts.Q1’21.Havingnowownedyournew[PRODUCT]foralittlewhile,howlikelywouldyoubetorecommend[BRAND]toafriendorcolleague?.Thinkingaboutyourpurchaseexperience,howlikelywouldyoubetorecommend[RETAILER/OPERATOR]toafriendorcolleague?14-Sep-21 GlobalStrategicInsightsMDA ©©GfKGfK 13消费者将追求更加健康的生活方式欧洲健康设备呈现显著增长趋势14%设备25欧洲消费者计划在1-2年内购买智能健身27健身运动监测1712737%销售额增长健康指标监测穿戴产品在欧洲31%销售增长(血压、血糖等.)2020年欧洲空气净化器2020年睡眠监测营养监测Z世代千禧一代Source:GfKConsumerLife,Tech&Digita