“十一”中國(guó)洗衣機(jī)市場(chǎng)總結(jié)

2022

年

“十一”中國(guó)洗衣機(jī)市場(chǎng)總結(jié)雙線不振，品類格局再變2?

GfK洗衣機(jī)市場(chǎng)運(yùn)行概況3?

GfK2022年1-41周洗衣機(jī)市場(chǎng)運(yùn)行稍顯萎靡，促銷活動(dòng)對(duì)市場(chǎng)拉動(dòng)效果有限5.3%61.6%-39.1%59.3%-2.6%5.4%-9.7%37.9%71.1%12.4%-5.3%0.2%-2.4%-25.4%-24.0%-59.3%73.1%-29.9%-0.9%-46.1%-36.1%7.3%-33.6%29.2%37.1%-12.9%7.9%

7.5%-10.4%-19.6%-24.4%1W2W3W4W5W6W7W8W9W10W11W12W13W14W15W16W17W18W19W20W21W22W23W24W25W26W27W28W29W30W31W32W33W34W35W36W37W38W39W40W41W1-41W2022年1-41周

洗衣機(jī)雙線市場(chǎng)各周度零售額同比變化線上 線下數(shù)據(jù)來(lái)源：GfK中怡康線上周度/線下周度零售監(jiān)測(cè)數(shù)據(jù)4?

GfK十一促銷期間洗衣機(jī)雙線市場(chǎng)規(guī)模同比大幅下滑線下市場(chǎng)線上市場(chǎng)整體市場(chǎng)零售額：49.7億

-21.3%零售量：234.7萬(wàn)

-17.3%均價(jià)：2118元

-4.8%零售額：23.1億

-12.0%零售量：150.6萬(wàn)

-7.1%

均價(jià)：1535元

-5.3%零售額：26.6億

-27.9%零售量：84.1萬(wàn)

-30.9%

均價(jià)：3164元

+4.3%數(shù)據(jù)來(lái)源：GfK中怡康推總數(shù)據(jù)5?

GfK不同地區(qū)市場(chǎng)韌性表現(xiàn)各異，但均與疫情關(guān)聯(lián)密切-27.8%-31.3%-36.7%-28.6%-38.6%-50.4%-40.7%華東地區(qū)西南地區(qū)華北地區(qū)華中地區(qū)華南地區(qū)西北地區(qū)東北地區(qū)十一期間各大區(qū)零售額規(guī)模同比數(shù)據(jù)來(lái)源：GfK中怡康線下周度零售監(jiān)測(cè)數(shù)據(jù)十一期間洗衣機(jī)市場(chǎng)全渠道以及各級(jí)別城市同比表現(xiàn)均不樂(lè)觀-36.3%-36.9%-9.0%-7.9%-13.4%-32.8%-33.4%-4.0%-63.8%-77.2%線上線下整體家電百貨商超零售量 零售額-37.2%-29.0%-31.1%-36.1%-41.8%-34.8%-33.1%-35.9%T1T2T3T4零售量 零售額十一期間

洗衣機(jī)市場(chǎng)主要渠道和分城市級(jí)別零售額同比表現(xiàn)6數(shù)據(jù)來(lái)源：GfK中怡康線上周度/線下周度零售監(jiān)測(cè)數(shù)據(jù)?

GfK洗衣機(jī)雙線市場(chǎng)均價(jià)相背而行，線下均價(jià)上漲而線上均價(jià)降幅加深十一期間

洗衣機(jī)雙線市場(chǎng)各品類均價(jià)及同比表現(xiàn)線上線下6606456448323350215522871490517

751909212

311整體單缸雙缸波輪滾筒單洗洗干一體線上增幅-5.9%-11.3%-4.1%-2.6%-3.3%-6.1%線下增幅7.8%10.3%0.1%10.8%11.1%6.0%7數(shù)據(jù)來(lái)源：GfK中怡康線上周度/線下周度零售監(jiān)測(cè)數(shù)據(jù)?

GfK雙線市場(chǎng)運(yùn)行趨勢(shì)8?

GfK十一期間線上波輪、滾筒單洗份額增長(zhǎng)顯著并擠壓洗烘產(chǎn)品占比30.7%2.2%0.7%32.4%33.9%2.2%0.5%33.6%33.8%29.9%ONLINE同比增幅-13.4%-13%-40.%-16%-5%-10%-24%9數(shù)據(jù)來(lái)源：GfK中怡康線上周度零售監(jiān)測(cè)數(shù)據(jù)?

GfK十一期間

線上市場(chǎng)分品類零售額份額占比及同比變化洗衣機(jī)線上增長(zhǎng)集中在中低端市場(chǎng)，波輪、滾筒單洗新品均價(jià)上漲新型號(hào)指當(dāng)年內(nèi)發(fā)布的型號(hào)。45.6%49.0%88.9%89.8%40.2%42.1%6.9%6.6%21.3%19.4%8.3%24.4%22.9%32.0%30.3%11.6%14.1%1.5%1.4%7.9%17.8%20.0%15.7%23.0%7.8%8.0%8.0%7.2%14.7%17.9%4.4%3.5%2.8%3.0%10.1%8.0%9.2%6.0%6.7%4.9%20.6%14.2%20212022202120222021202220212022整體市場(chǎng)波輪滾筒單洗洗烘一體6K+6K-5K-4K-3K-2K-十一期間

線上市場(chǎng)各品類分價(jià)格段零售額占比變化趨勢(shì)均價(jià)158314909349092365228735663350新品均價(jià)18571604941981231524173864379010數(shù)據(jù)來(lái)源：GfK中怡康線上周度零售監(jiān)測(cè)數(shù)據(jù)?

GfK線上波輪促銷期間小天鵝份額占比提升顯著1.0%1.4%7.9%35.2%54.5%1.3%1.5%8.3%36.6%52.3%4K+4K-3K-2K-1K-十一

線上波輪分價(jià)格段份額及同比變化2021 202247.8%45.5%46.6%51.1%56.6%54.9%45.5%56.0%25.6%26.5%0.7%10.6%22.9%27.1%25.9%25.3%18.3%14.5%9.6%12.5%19.6%2.3%16.0%

0.3%15.8%13.9%15.0%36.6%19.9%23.2%28.7%1.4%

12.2%4.1%

8.9%7.1%9.4% 8.8%9.4%

2.9%2.0%9.0%

3.9%2022202120212022202120222022202120222021海爾小天鵝美的松下TCL米家海信其他十一

線上波輪主力品牌分價(jià)格段份額變化-1.2%11數(shù)據(jù)來(lái)源：GfK中怡康線上周度零售監(jiān)測(cè)數(shù)據(jù)?

GfK-8.7%-10.1%-11.4%-28.5%洗衣機(jī)線下市場(chǎng)波輪份額穩(wěn)定，滾筒單洗份額持續(xù)擴(kuò)張13.7%0.3%33.9%52.1%13.7%0.2%39.3%46.7%OFFLINE同比增幅-33%-40%12數(shù)據(jù)來(lái)源：GfK中怡康線下周度零售監(jiān)測(cè)數(shù)據(jù)?

GfK十一期間

線下市場(chǎng)分品類零售額份額占比及同比變化-33% -72% -43% -32% -22%線下市場(chǎng)波輪、滾筒單洗中高端占比齊增，洗烘一體超高端份額仍持續(xù)增加新型號(hào)指當(dāng)年內(nèi)發(fā)布的型號(hào)。7.8%5.7%37.5%33.6%6.7%2.0%20.4%19.6%43.0%44.9%24.0%22.2%12.3%10.1%0.1%25.9%27.9%13.8%12.9%31.4%34.3%25.6%27.1%21.9%24.2%7.7%21.6%26.7%26.7%27.0%9.3%8.8%0.7%9.2%10.5%11.7%9.8%14.6%13.8%4.9% 7.0%4.4%23.5%25.8%20212022202120222021202220212022整體市場(chǎng)波輪滾筒單洗洗烘一體10K+10K-8K-6K-4K-2K-十一期間

線下市場(chǎng)各品類分價(jià)格段零售額占比變化趨勢(shì)均價(jià)42354564194421554350483262336606新品均價(jià)5098567726112196433657177126698613數(shù)據(jù)來(lái)源：GfK中怡康線下周度零售監(jiān)測(cè)數(shù)據(jù)?

GfK線下波輪市場(chǎng)高端化趨勢(shì)未變，美的系高端市場(chǎng)搶占海爾系份額8.5%6.6%25.6%36.5%22.9%5.5%9.5%24.0%32.4%28.6%6000+6000-4500-3000-1500-十一

線下波輪分價(jià)格段份額及同比2021 202260.5%72.4%51.7%49.8%57.9%57.2%48.0%50.5%39.8%27.0%9.0%6.4%11.0%23.3%22.5%16.9%12.3%15.5%1.2%

13.6%11.0%26.9%13.6%16.3%12.8%23.9%7.2%12.8%24.2%12.6%

1.0%11.2%

3.1%0.7% 22.8%14.0%0.95%.5%

8.2%7.9%3.5%5.7%

3.2%6.3%

5.6%2.7%8.1%6.4%12.8%9.6%2022202120222021202220212022202120222021海爾小天鵝松下美的海信美菱伊萊克斯其他十一

線下波輪主力品牌分價(jià)格段份額變化-42.9%14數(shù)據(jù)來(lái)源：GfK中怡康線下周度零售監(jiān)測(cè)數(shù)據(jù)?

GfK-23.4%-28.0%-54.1%-3.0%15?

GfK洗衣機(jī)行業(yè)熱點(diǎn)趨勢(shì)131.3%440.5%320.2%225.2%117.4%156.7%345.0%188.5%39.6%49.0%73.4%28.3%270.8%260.2%87.7%15.9%51.2%28.1%11.4%9.1%1W2W3W4W5W6W7W8W9W10W11W12W13W14W15W16W17W18W19W20W21W22W23W24W25W26W27W28W29W30W31W32W33W34W35W36W37W38W39W40W41W1-41W線上線下數(shù)據(jù)來(lái)源：GfK中怡康線上周度/線下周度零售監(jiān)測(cè)數(shù)據(jù)16?

GfK2022年

十一期間干衣機(jī)雙線市場(chǎng)各周度零售額同比變化干衣機(jī)線上市場(chǎng)同比持續(xù)上漲，線下受疫情影響漲幅趨緩熱泵式干衣機(jī)市場(chǎng)地位難以撼動(dòng)，線上