2021China廚衛(wèi)市場年終總結(jié)傳統(tǒng)廚電

2021中國廚衛(wèi)市場年終總結(jié)——傳統(tǒng)廚電篇奧維云網(wǎng)(AVC)廚衛(wèi)事業(yè)部2022年1月-2-油煙機被后繼者搶量的廚電老大哥！-3-油煙機——整體市場集成灶搶量線上前裝放大數(shù)據(jù)來源：奧維云網(wǎng)（AVC）全渠道推總數(shù)據(jù)

-4-品類關(guān)系：集成灶的確定性增長下，油煙機要做好產(chǎn)業(yè)升級

5726712015

9127582016

10728392017

16925872018

21324692019

25722832020

30421502021

361

20002022F

411

19052023F油煙機集成灶

36

3412015

61

3772016

92

4142017

136

3812018

160

3522019

190

3192020

256

3332021

307

3202022F

361

3182023F油煙機與集成灶并行成長油煙機下滑、集成灶量占比過10%2019-2023F油煙機與集成灶零售量走勢（萬臺）2019-2023F油煙機與集成灶零售額走勢（億元）油煙機結(jié)構(gòu)優(yōu)化、集成灶額占比過半20042005200620072008200920102011201220132014201520162017201820192020單一渠道主宰：

流通主導(dǎo)流通轉(zhuǎn)化并重

轉(zhuǎn)化主導(dǎo)主要在需求的下游競爭，轉(zhuǎn)換成本高，流通成本高，渠道整合度高渠道多元化黃金十年：競爭的通路從需求的下游開始走向上游，流通成本開始大幅下降，渠道整合度開始下滑，去中心化顯現(xiàn)渠道融合與升級：競爭的通路幾乎全部押注在需求的上游，流通成本幾乎為0，轉(zhuǎn)化能力成為渠道的核心競爭力通路延伸至上游，下游通路提效上游通路主導(dǎo)下游通路升級下游通路主導(dǎo)渠道關(guān)系：線上、線下、精裝、家裝多渠道趨向平衡與融合

歷年中國廚衛(wèi)市場全品類分渠道占比變化（不含3C）

線下占比單一家電渠道主宰線上占比

家電渠道多元化精裝占比家裝占比

渠道融合與升級注：包含廚電（煙灶消）、電熱水器、燃?xì)鉄崴?、凈水?/p>

數(shù)據(jù)來源：奧維云網(wǎng)（AVC）全渠道推總數(shù)據(jù)

-5-3306342037333325334736833275322035325606569659421179120112863200539355456959639361271497267434242787301835581555148915501000

05000400030002000800070006000201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021整體近吸式T型塔形中式跨界超薄低吸頂側(cè)雙吸潛吸式弧形1556139415501533139015081891170018703536335239585424354521835238423664032529342341562122715951393185924496705026200100020005000400030006000201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021整體近吸式T型塔形中式跨界超薄低吸頂側(cè)雙吸潛吸式弧形均價走勢：線上尚低于19年水平，22年空間更大

2019-2021油煙機線上市場分款式均價變化2019-2021油煙機線下市場分款式均價變化數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-6--7-油煙機——細(xì)分市場看款式、看結(jié)構(gòu)、看性能、看迭代、看尺寸、看地域T型，3%，1870，37.5超薄低吸，327%，4234，1.2頂側(cè)雙吸，157%，1595，4.3跨界，102%，2366，5.7

近吸式，8%，1508，69.1中式，-3%，452，3.5-10001000

02000

4000塔形，-31%，3958，1.3

3000

潛吸式，64%，2449，1.05000-100%-50%0%50%100%150%200%250%300%350%400%高增長高均價高增長弧形，-64%，620，0.0

低增長低均價低增長高均價款式發(fā)展：看好超薄低吸、跨界兩大類型

2021年油煙機線上市場分款式分布變化

圖例：產(chǎn)品類型，2年復(fù)合增長率，2021均價（元），零售額規(guī)模（億元）行業(yè)整體，9.0%，1548

低均價數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上監(jiān)測數(shù)據(jù)

-8-近吸式，-6%，3683，26.6T型，-14%，3532，16.8

超薄低吸，268%，6127，0.2跨界，244%，5545，5.0頂側(cè)雙吸，137%，3424，3.2潛吸式，-39%，3558，0.8

中式，-27%，1286，0.50弧形，-45%，1550，0.11000300020004000

6000塔形，-39%，5942，2.9

500080007000-100%-50%0%50%100%150%200%250%300%350%400%高增長高均價高增長低增長低均價低增長高均價款式發(fā)展：看好超薄低吸、跨界兩大類型

2021年油煙機線下市場分款式分布變化

圖例：產(chǎn)品類型，2年復(fù)合增長率，2021均價（元），零售額規(guī)模（億元）行業(yè)整體，-6.9%，3724

低均價數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線下監(jiān)測數(shù)據(jù)

-9-+10%36%價格段合計

近吸式

T型跨界塔形頂側(cè)雙

吸潛吸式

中式超薄低

吸弧形總計0.0%

-1.7%

-1.7%

2.1%

-0.8%

1.9%0.3%

-0.7%

0.7%

-0.1%a.0-499-0.1%

0.0%0.0%0.0%0.0%0.0%0.0%

-0.1%

0.0%0.0%b.500-999-3.7%

-2.1%

-1.3%

0.0%0.0%0.1%0.0%

-0.3%

0.0%0.0%c.1000-1499

-1.9%

-1.3%

-0.2%

-0.1%

0.0%0.1%0.0%

-0.4%

0.0%0.0%d.1500-1999

-3.1%

-1.7%

-2.3%

0.0%0.0%0.8%0.0%0.1%0.1%0.0%e.2000-2499

-0.2%

-0.6%

-1.5%

1.8%

-0.1%

0.1%0.0%0.0%0.0%0.0%f.2500-29993.6%1.6%1.7%0.3%

-0.2%

0.1%0.1%0.0%0.0%0.0%g.3000-3499h.3500-39991.3%0.9%1.1%0.4%0.6%

-0.2%

-0.5%

0.1%0.6%

-0.1%

-0.2%

0.1%0.2%0.0%0.0%0.0%0.1%0.1%0.0%0.0%i.4000-4499j.4500-4999k.5000-5499l.5500-5999m.6000-6499n.6500-6999o.7000-7499p.7500-7999

q.≥80000.2%0.8%0.5%0.6%0.2%0.2%0.1%0.5%0.3%0.0%0.2%0.2%0.1%0.0%0.1%0.0%0.3%0.1%0.2%0.3%0.2%0.0%0.1%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.2%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.1%0.2%0.0%0.2%0.0%0.0%0.0%0.0%0.1%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.1%0.1%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%結(jié)構(gòu)變化：看好線上2500-3000元段，短期主戰(zhàn)場價格段合計

近吸式

T型跨界塔形頂側(cè)雙

吸潛吸式

中式超薄低

吸弧形總計100.0%

55.9%

30.4%

4.6%1.0%3.5%0.8%2.8%1.0%0.0%a.0-4993.2%1.9%0.2%0.0%0.0%0.1%0.0%1.1%0.0%0.0%b.500-9999.9%6.7%1.9%0.1%0.0%0.4%0.0%0.8%0.0%0.0%c.1000-1499

16.6%

9.6%4.9%0.4%0.0%0.8%0.1%0.7%0.0%0.0%d.1500-1999

13.2%

7.2%4.4%0.2%0.0%1.0%0.1%0.2%0.1%0.0%e.2000-2499

21.5%

10.6%

8.7%1.8%0.1%0.2%0.1%0.0%0.1%0.0%f.2500-2999

17.6%

10.7%

5.7%0.8%0.0%0.2%0.2%0.0%0.0%0.0%g.3000-3499h.3500-39996.4%3.9%4.0%2.1%1.7%1.2%0.2%0.2%0.1%0.1%0.1%0.1%0.2%0.1%0.0%0.0%0.1%0.1%0.0%0.0%i.4000-4499j.4500-4999k.5000-5499l.5500-5999m.6000-6499n.6500-6999o.7000-7499p.7500-7999

q.≥80001.4%1.7%0.9%1.4%0.5%0.5%0.3%0.6%0.5%0.6%0.8%0.4%0.4%0.2%0.2%0.1%0.3%0.1%0.5%0.6%0.3%0.1%0.1%0.1%0.0%0.0%0.1%0.1%0.0%0.0%0.6%0.0%0.1%0.0%0.0%0.0%0.1%0.1%0.1%0.1%0.1%0.1%0.0%0.0%0.1%0.1%0.2%0.0%0.2%0.0%0.0%0.0%0.0%0.1%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.1%0.1%0.0%0.1%0.2%0.1%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%2021線上價格段+款式交叉結(jié)構(gòu)分布（零售額）2021線上價格段+款式交叉結(jié)構(gòu)分布同比變化（零售額）數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上監(jiān)測數(shù)據(jù)

-10-+4%4%39%20%結(jié)構(gòu)變化：看好線下5000-6000元段，短期主戰(zhàn)場價格段合計

近吸式

T型塔形跨界頂側(cè)雙

吸潛吸式

中式超薄低

吸弧形總計100%

47.5%

29.9%

5.1%8.9%5.8%1.5%1.0%0.3%0.1%a.0-4990.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%b.500-9990.9%0.6%0.1%0.0%0.0%0.0%0.0%0.2%0.0%0.0%c.1000-1499

2.4%1.4%0.5%0.0%0.1%0.3%0.0%0.1%0.0%0.0%d.1500-1999

3.7%1.6%1.1%0.0%0.1%0.3%0.1%0.3%0.0%0.0%e.2000-2499

5.0%f.2500-2999

9.6%2.6%4.0%1.8%3.7%0.1%0.1%0.0%0.1%0.2%1.6%0.1%0.2%0.2%0.0%0.0%0.0%0.0%0.0%g.3000-3499

8.6%4.3%3.9%0.1%0.1%0.1%0.2%0.0%0.0%0.0%h.3500-3999

10.0%

5.0%3.9%0.1%0.1%0.7%0.2%0.0%0.0%0.0%i.4000-4499

8.3%j.4500-4999

9.9%4.6%4.7%3.4%4.3%0.1%0.3%0.1%0.1%0.1%0.4%0.1%0.1%0.0%0.0%0.0%0.0%0.0%0.0%k.5000-5499

9.4%3.6%4.1%0.4%0.2%0.9%0.1%0.0%0.0%0.0%l.5500-5999

11.6%

3.4%1.5%0.6%5.7%0.2%0.2%0.0%0.0%0.0%m.6000-6499

5.2%n.6500-6999

3.5%2.4%1.5%0.9%0.4%0.6%0.7%0.8%0.6%0.2%0.1%0.1%0.1%0.0%0.0%0.1%0.0%0.0%0.0%o.7000-7499

2.8%p.7500-7999

4.5%1.6%3.6%0.1%0.1%0.4%0.3%0.4%0.2%0.2%0.2%0.0%0.0%0.0%0.0%0.0%0.1%0.0%0.0%q.≥80004.4%2.5%0.2%1.1%0.4%0.2%0.0%0.0%0.0%0.0%2021線下價格段+款式交叉結(jié)構(gòu)分布（零售額）2021線下價格段+款式交叉結(jié)構(gòu)分布同比變化（零售額）價格段合計

近吸式

T型塔形跨界頂側(cè)雙

吸潛吸式

中式超薄低

吸弧形總計0.0%0.3%

-0.7%

-3.1%

0.8%3.3%

-0.4%

-0.3%

0.2%

-0.1%a.0-4990.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%b.500-999-0.3%

-0.2%

0.0%0.0%0.0%0.0%0.0%

-0.1%

0.0%0.0%c.1000-1499

-0.9%

-0.3%

-0.2%

0.0%

-0.2%

-0.2%

0.0%0.0%0.0%0.0%d.1500-1999

-1.2%

-0.5%

-0.6%

0.0%0.0%0.2%

-0.2%

-0.1%

0.0%0.0%e.2000-2499

-1.4%

-0.5%

-0.9%

0.0%f.2500-2999

-1.3%

-1.0%

-0.6%

0.0%0.0%0.0%0.2%

-0.1%

0.0%0.4%

-0.2%

0.0%0.0%0.0%0.0%0.0%g.3000-3499

-1.6%

-0.6%

-1.1%

0.0%0.1%0.1%0.0%0.0%0.0%0.0%h.3500-3999

-0.6%

-0.7%

-0.6%

-0.1%

0.1%0.6%0.1%0.0%0.0%0.0%i.4000-4499

-0.1%

0.6%

-0.6%

-0.2%

0.0%j.4500-4999

-0.2%

-0.5%

0.1%

-0.3%

0.1%0.0%0.4%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%k.5000-54992.8%0.1%2.3%

-0.5%

0.1%0.8%0.0%0.0%0.0%0.0%l.5500-59991.0%0.6%0.6%

-0.6%

0.2%0.1%0.0%0.0%0.0%0.0%m.6000-6499

-1.0%

-0.9%

0.5%

-0.9%

0.1%n.6500-6999

-0.6%

-0.5%

0.2%

-0.4%

0.1%0.2%0.0%0.0%0.0%0.0%0.0%0.1%0.0%0.0%0.0%o.7000-7499p.7500-79990.8%3.0%0.6%2.8%0.1%

-0.1%

0.2%0.0%

-0.2%

0.0%0.0%0.2%0.0%0.0%0.0%0.0%0.0%0.0%0.0%0.0%q.≥80001.6%1.3%0.0%0.2%

-0.1%

0.2%0.0%0.0%0.0%0.0%數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線下監(jiān)測數(shù)據(jù)

-11-性能表現(xiàn)：吸21m3/min以上、排變頻、噪音52dB以內(nèi)為主流40.7%14.6%29.5%44.6%1.7%7.9%

2.4%16.6%

4.6%

9.2%23.0%10.5%20.0%28.6%14.9%

201939.6%19.6%

8.4%

2020

線上38.3%18.2%

6.7%

2020

線下a.<17.0立方米/分鐘b.17.0-19.0立方米/分鐘c.19.0-21.0立方米/分鐘e.23.0-25.0立方米/分鐘d.21.0-23.0立方米/分鐘f.≥25.0立方米/分鐘

41.7%

54.2%27.0%

23.3%14.8%

12.4%

3.9%

2021

201925.7%

56.2%26.2%12.7%

5.0%

20212019-2021年各風(fēng)量段零售額占比變化15.9%

8.8%14.7%21.8%29.3%60%50%40%30%20%10%

0%70%100%

90%

80%56.4%

201967.3%

2021201964.2%

2020

線上2020線下a.＜350Pab.350-400Pac.400-500Pad.500-800Pae.800-900Paf.900-1000Pag.≥1000Pa38.7%31.3%18.8%9.3%9.5%

3.4%41.7%60%50%40%30%20%10%

0%70%100%

90%

80%30.4%27.1%

3.8%

201976.8%11.2%

2.7%

201931.1%28.3%

9.3%

2020

線上59.6%

7.5%23.3%

2020

線下≤50dB51-52dB52.5-54.5dB≥55dB21m3/min及以上風(fēng)量段各風(fēng)壓段占比變化

21m3/min及以上風(fēng)量段各噪音段占比變化20.3%40.5%

40.6%30.2%10.4%

2021

54.9%23.9%30.9%

202128.5%57.8%

2021數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-12-19%14%53%24%6%6%21%21%17%34%17%26%17%22%17%7%4%4%3%3%3%3%2%1%12%12%8%10%10%

44%42%11%17%

27%

26%24%33%24%25%18%15%16%11%9%6%5%5%4%4%4%2%產(chǎn)品迭代：高端換新速度遠(yuǎn)高于中低端2019-2021線上分價格段80機型生命周期變化60%50%40%30%20%10%

0%100%

90%

80%

70%

23%

14%

22%

30%

9%

27%

18%

33%

23%

21%

14%

23%

21%

24%

18%

16%

18%

17%

17%

19%

14%

8%

11%

5%

4%

7%

6%

1%2019

2020

2021

2019

2020

2021

2019

2020

2021

2019

2020

2021整體1-6M7-12M13-18M19-24M25-30M31-36M36M+2019-2021線下分價格段80機型生命周期變化

0-1499（30%）1500-2499

（35%）

2500+（35%）60%50%40%30%20%10%

0%100%

90%

80%

70%整體1-6M7-12M13-18M19-24M25-30M31-36M36M+

0-2999（22%）3000-4999

（37%）

13%

18%

9%

14%

11%

46%

12%

16%

20%

22%

25%

10%

33%

23%

13%

17%

14%

10%

7%

8%

6%

6%

1%

1%

1%2019

2020

2021

2019

2020

2021

2019

2020

2021

2019

2020

2021

5000+（41%）數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-13-201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021201920202021尺寸布局：900mm長度的產(chǎn)品占絕大部分，且占比持續(xù)擴大67%

72%82%53%

64%77%93%

91%

96%99%

98%

97%

99%

97%

98%82%89%

90%98%84%

89%63%79%91%0%

0%

0%99%

97%100%整體近吸式T型塔形跨界中式頂側(cè)雙吸潛吸式超薄低吸695-720790-800890-900其他60%59%65%59%

63%71%66%

63%68%

70%

72%79%100%100%100%70%

71%

69%4%75%70%28%43%68%44%整體近吸式T型塔形跨界中式頂側(cè)雙吸潛吸式超薄低吸695-720790-800890-900其他2019-2021線上分款式產(chǎn)品長度段占比變化2019-2021線下分款式產(chǎn)品長度段占比變化數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-14-地域偏好：消費者不同款式的偏好有著明顯的地域區(qū)分地區(qū)湖北整體5.1%

占全國權(quán)重（零售額）跨界

頂側(cè)雙吸

潛吸式4.7%

3.6%

2.5%超薄低吸

14.3%款式偏好（細(xì)分款式權(quán)重-整體權(quán)重）

跨界

頂側(cè)雙吸

潛吸式

超薄低吸-0.4%

-1.5%

-2.6%

9.2%

浙江

廣西內(nèi)蒙古

新疆

安徽

福建

山東黑龍江

寧夏

遼寧

甘肅

山西

青海

貴州

海南6.5%1.7%2.1%1.6%3.2%2.7%7.0%2.7%0.7%3.6%1.0%1.2%0.5%0.9%0.7%9.6%1.9%1.6%1.3%2.9%2.6%6.6%2.8%0.5%2.9%0.6%1.2%0.4%0.9%0.5%4.7%1.0%1.5%0.8%3.9%3.5%4.2%1.8%0.2%3.7%1.2%1.3%0.6%1.4%0.5%

4.9%

2.5%

2.0%

1.4%

3.8%

1.0%11.4%

1.1%

0.7%

2.9%

1.8%

2.1%

0.9%

0.7%

0.8%14.4%

7.6%

5.2%

4.2%

5.5%

4.2%

7.7%

3.2%

1.0%

3.8%

1.0%

1.0%

0.2%

0.5%

0.2%

3.0%

0.2%-0.5%-0.4%-0.2%-0.1%-0.3%

0.2%-0.1%-0.7%-0.3%

0.0%-0.1%

0.0%-0.1%-1.9%-0.7%-0.6%-0.8%

0.7%

0.8%-2.8%-0.9%-0.4%

0.1%

0.3%

0.0%

0.0%

0.5%-0.1%-1.7%

0.8%-0.1%-0.2%

0.6%-1.7%

4.5%-1.5%

0.0%-0.7%

0.9%

0.8%

0.4%-0.2%

0.1%

7.9%

6.0%

3.1%

2.5%

2.3%

1.5%

0.7%

0.6%

0.4%

0.2%

0.0%-0.3%-0.4%-0.4%-0.5%云南吉林河北天津北京四川江西河南湖南陜西廣東江蘇上海重慶

1.2%

0.6%

1.7%

1.9%

7.7%

3.7%

2.1%

2.9%

2.4%

3.1%

6.3%13.3%

6.5%

5.4%

0.9%

0.7%

1.4%

1.4%

8.5%

4.2%

2.1%

2.3%

2.4%

3.5%

5.4%15.5%

6.2%

4.1%

2.0%

0.7%

2.0%

2.0%11.4%

4.5%

1.0%

1.5%

1.5%

3.1%

7.2%16.9%

7.2%

5.1%

1.0%

0.1%

2.2%

1.2%10.5%

5.5%

0.8%

2.3%

1.9%

2.3%

7.1%

8.5%

1.6%14.6%0.6%0.0%0.8%0.4%6.2%2.1%0.3%0.9%0.4%0.7%3.7%8.4%1.4%0.2%-0.2%

0.1%-0.4%-0.5%

0.8%

0.4%

0.0%-0.6%

0.1%

0.4%-1.0%

2.2%-0.3%-1.3%

0.9%

0.0%

0.3%

0.1%

3.7%

0.7%-1.1%-1.3%-0.9%

0.0%

0.9%

3.6%

0.7%-0.3%-0.2%-0.6%

0.5%-0.6%

2.8%

1.7%-1.4%-0.6%-0.5%-0.8%

0.7%-4.8%-4.9%

9.1%-0.6%-0.6%-0.9%-1.5%-1.5%-1.6%-1.8%-2.0%-2.0%-2.4%-2.7%-4.9%-5.1%-5.2%跨界頂側(cè)雙吸潛吸式超薄低吸2021細(xì)分款式各地區(qū)高偏好分布2021細(xì)分款式各地區(qū)偏好數(shù)據(jù)數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線下監(jiān)測數(shù)據(jù)

-15--16-油煙機——如何應(yīng)對集成灶？突出優(yōu)勢

場景定位

服務(wù)增值突出優(yōu)勢：選擇多、性能強、更智能、更專業(yè)品質(zhì)化外觀優(yōu)勢多種形態(tài)的選擇更時尚年輕的選擇性能優(yōu)勢智能優(yōu)勢功能優(yōu)勢更符合中式烹飪習(xí)慣的選擇更安靜的烹飪環(huán)境的選擇成熟的控制中心的選擇統(tǒng)一聯(lián)動適配的選擇精而專的高科技的選擇數(shù)據(jù)來源：奧維云網(wǎng)（AVC）研究整理

-17-數(shù)據(jù)來源：奧維云網(wǎng)（AVC）全渠道推總數(shù)據(jù)-18-

冰箱2022F零售額

977億元油煙機2022F零售額

320億元燃?xì)庠?022F零售額

192億元

集成灶2022F零售額

307億元3033億元同比增長2.3%

消毒柜2022F零售額

44億元

洗碗機2022F零售額

127億元

小家電2022F零售額

442億元

微蒸烤2022F零售額

119億元

凈水器2022F零售額

228億元

燃熱2022F零售額

278億元

類別均價（元）

價格倍數(shù)

類別均價（元）

價格倍數(shù)

四件套28000元左右

7.6煙灶蒸烤分體

17000元左右

2.2分體套餐

煙機3700元左右

多功能

煙灶消

7800元左右

三件套

10000元左右

2.7

更多功能煙灶蒸烤一體機

12500元左右

1.6分體套系（以線下監(jiān)測數(shù)據(jù)為例）

兩件套

6000元左右

1.6集成灶（以線下監(jiān)測數(shù)據(jù)為例）

煙灶蒸

11500元左右

1.5

廚房場景

2022F零售額場景定位：集成灶是大眾需求，而套系是品質(zhì)化需求數(shù)據(jù)來源：奧維云網(wǎng)（AVC）研究整理

-18--19-銷售產(chǎn)品價格是線下渠道的短板，賣產(chǎn)品會陷入零售的內(nèi)卷，投入產(chǎn)出不達(dá)標(biāo)，而且面臨高效率渠道的沖擊銷售方案從消費者的整體需求出發(fā)，拉近距離，降低價格敏感度，凸顯定制服務(wù)，提高成單價格，發(fā)揮百貨渠道的高端和套系展示優(yōu)勢廚房裝修清運整理廚電安裝前期設(shè)計櫥柜改造包修包換包退

全流程解決方案【吃

買

存

做

洗

改】數(shù)據(jù)來源：奧維云網(wǎng)（AVC

AVC研究整理理））研究整創(chuàng)造增值：服務(wù)升級與增值付費

家電套購市場前景廣闊：在歐美發(fā)達(dá)國家，有超過30%的家庭選擇家電成套購買。國內(nèi)市場雖然剛剛起步，但市場份額的增長非常迅猛；

對產(chǎn)品設(shè)計從源頭提出了更高的要求：跨品類的套系化設(shè)計，場景與品類已經(jīng)完全融合，家電家居一體化逐漸形成；案例：京東電器藍(lán)盾計劃1、從通過安全健康驗證的數(shù)智化升級最大化降低工程師入戶風(fēng)險，到電子賬單線上化實現(xiàn)收費的透明化，讓用戶享受高品質(zhì)、可信賴的電器服務(wù)。2、用戶已經(jīng)率先體驗到電子賬單這一服務(wù)。用戶打開京東APP，進入訂單詳情頁后，就看到了這次安裝過程中使用到的耗材配件的價格，甚至連3塊錢1個的導(dǎo)流管卡、2塊錢1盒的生料帶也列得明明白白?！?20-燃?xì)庠畋挥蜔煓C搶了風(fēng)頭的品類-21-燃?xì)庠睢w市場進入煙灶相較若捆綁的階段2010-20142015-20192020年-20141.331.221.2320151.221.181.1820161.151.121.1220171.151.111.1220181.211.191.1920191.321.201.2420201.311.181.232021F

1.23

1.15

1.182022F

1.22

1.21

1.21

1.00線上線下全渠道1.351.301.251.201.151.101.05

2014年第二個高點

2019年第三個高點2009年家電下鄉(xiāng)政策的牽引下，燃?xì)庠钭鳛閯傂枨业烷T檻產(chǎn)品，第一次爆發(fā)。而隨后的2014年、2019年兩次進入高峰期，期間周期均為五年2020年下滑，疫情影響，居家烹飪頻次上升，部分換新提前，線上增速明顯、線下大幅下滑2021年下滑，2020年疫情下需求提前釋放，線上小幅增長、線下下滑2022年下滑，但與油煙機的配套比例整體回升，存量換新的周期下，油煙機的換新周期大于燃?xì)庠睿痪€上下滑在于油煙機單品換新的周期來臨

2014-2022F燃?xì)庠盍闶哿?油煙機零售量比例關(guān)系變化配套關(guān)系：存量主導(dǎo)階段，燃?xì)庠畹母鼡Q周期更短數(shù)據(jù)來源：奧維云網(wǎng)（AVC）全渠道推總數(shù)據(jù)

-22-1.341.131.091.121.211.121.151.141.171.061.291.251.431.231.221.231.611.231.201.161.301.121.181.241.001.401.301.201.101.701.601.5016Q116Q216Q316Q417Q117Q217Q317Q418Q118Q218Q318Q419Q119Q219Q319Q420Q120Q220Q320Q421Q121Q221Q321Q41.211.001.021.051.120.971.001.051.150.991.041.071.171.021.051.071.291.021.031.061.130.981.141.240.900.801.101.001.301.201.4016Q116Q216Q316Q417Q117Q217Q317Q418Q118Q218Q318Q419Q119Q219Q319Q420Q120Q220Q320Q421Q121Q221Q321Q4配套節(jié)奏：1季度最好、4季度次之

2016-2021分季度線上市場燃?xì)庠盍闶哿?油煙機零售量變化2016-2021分季度線下市場燃?xì)庠盍闶哿?油煙機零售量變化數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-23--24-燃?xì)庠睢?xì)分市場看面板、看灶眼、看配套結(jié)構(gòu)、看性能、看區(qū)域偏好78.1%77.7%78.7%77.7%79.1%81.3%21.6%21.5%20.4%19.2%17.8%13.9%0%20%40%60%100%

80%201920202121201920202121線上線下玻璃不銹鋼其他87.0%86.7%88.2%81.8%83.5%85.4%12.8%12.7%11.1%16.5%14.8%11.8%0%20%40%60%100%

80%201920202121201920202121線上線下2019-2021各面板材質(zhì)燃?xì)庠盍闶哿空急燃白兓?019-2021各面板材質(zhì)燃?xì)庠盍闶垲~占比及變化

玻璃

不銹鋼

其他13.9%15.4%11.7%12.9%11.8%全國T1T2T3T42021線下各市場及區(qū)域不銹鋼燃?xì)庠盍闶哿考氨?0.43%27.1%4.6%

2.5%5.4%4.2%9.7%8.9%13.3%

12.8%整體1000-11990-9991500-19991200-14992500-29992000-24993000-34994000+3500-399913.9%24.4%10.2%15.3%9.7%7.4%

9.3%7.5%13.6%28.1%整體1000-1199

0-9991500-19991200-14992500-29992000-24993000-3499

4000+3500-39992021線上（左）線下（右）各價位段不銹鋼燃?xì)庠?/p>

零售量占比面板偏好：玻璃主導(dǎo)，不銹鋼在低端以及超高端布局較多13.9%13.2%13.7%14.8%14.1%全國北部東部南部西部數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-25-91.1%89.7%90.9%96.3%97.1%97.3%8.7%10.2%8.8%3.6%2.8%2.5%80%90%85%100%

95%201920202121201920202121線上線下雙灶眼單灶眼多灶眼96.8%96.4%96.7%0.4%2.9%0.5%3.0%0.9%2.4%

0.2%

1.5%98.4%

0.2%

1.2%98.6%

0.3%

1.0%98.6%95%96%100%

99%

98%

97%201920202121201920202121線上線下2019-2021各灶眼數(shù)量燃?xì)庠盍闶哿空急燃白兓?019-2021各灶眼數(shù)量燃?xì)庠盍闶垲~占比及變化

雙灶眼

單灶眼

多灶眼2021線下各市場及區(qū)域多灶眼燃?xì)庠盍闶哿考氨?.3%0.2%

0.0%

0.2%0.9%1.9%7.4%13.0%

10.7%

10.2%整體1000-11990-9991500-19991200-14994000+3500-39993000-34992500-29992000-24990.2%0.0%0.0%0.0%0.0%

0.5%

0.2%0.1%1.1%3.4%整體1000-1199

0-9991500-19991200-1499

4000+3500-39993000-34992500-29992000-24992021線上（左）線下（右）各價位段多灶眼燃?xì)庠?/p>

零售量占比灶眼偏好：三眼灶提升明顯，主要布局在T1-2高端市場0.2%0.2%0.1%

0.2%0.1%全國北部南部東部西部0.2%0.2%0.1%0.1%0.1%全國T1T3T2T4數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-26-說明：此報告中東部包含山東、浙江、江蘇、安徽、福建、上海、江西，南部包含湖北、湖南、廣西、廣東、海南，西部包含新疆、甘肅、寧夏、四川、陜西、重慶、云南、西藏、青海，北部包含黑龍江、吉林、遼寧、內(nèi)蒙古、北京、天津、陜西、河北、河南34%結(jié)構(gòu)表現(xiàn)：對比煙機，燃?xì)庠钛績r位段產(chǎn)品不足6%

1%4%

3%2%5%4000-44993500-39993000-34992500-29992000-24991500-19991000-1499500-9990-499≥50004500-4999202120202%8%5%3%

3%2000-24991700-19991400-16991000-1399

800-999

500-799

200-499

≤199

≥30002500-2999202120202021線上燃?xì)庠睿ㄓ遥┓謨r格段結(jié)構(gòu)對比油煙機（左）2021線下燃?xì)庠睿ㄓ遥┓謨r格段結(jié)構(gòu)對比油煙機（左）1%5%

5%4%4%

2%3%4%5%6500-69996000-64995500-59995000-54994500-49994000-44993500-39993000-34992500-29992000-24991500-19991000-14990-1000≥80007500-79997000-7499202120204%

11%9%14%

16%

18%

18%5%

5%3000-34992500-29992000-24991500-19991200-14991000-1199

0-999

4000+3500-399920212020數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-27-

58%

18%21%

13%

17%

10%

17%

39%

16%

15%

19%14%39%

12%

9%

10%

8%

10%

9%

10%區(qū)域需求：整體的單灶需求相對單煙機同比減弱2021線下各省份燃?xì)庠钿N量/油煙機銷量熱力圖2021線下各省份燃?xì)庠钿N量/油煙機銷量及同比變化數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線下監(jiān)測數(shù)據(jù)

-28-

省份

全國內(nèi)蒙古

山東

江西

福建

陜西

遼寧

山西

天津

云南黑龍江

吉林

貴州

浙江

四川20211.061.161.051.160.951.011.180.960.920.751.041.070.951.021.0220201.071.030.981.120.911.001.190.930.910.781.051.080.971.041.04

同比-0.08

0.09

0.18-0.06-0.03-0.19-0.14-0.27-0.22-0.17-0.03-0.18-0.15-0.09-0.09省份河南廣西安徽新疆北京廣東江蘇湖北上海寧夏甘肅河北青海重慶湖南20210.981.021.021.180.931.091.051.221.041.060.910.940.841.261.2120201.001.041.021.180.961.131.081.231.091.101.001.020.971.311.34

同比-0.08-0.06-0.09

0.09

0.04-0.15-0.19

0.09-0.10-0.12-0.18-0.12-0.03-0.04-0.17海南1.151.15-0.040.6%0.3%性能變化：大火力、高熱效率快速滲透22.4%33.1%27.0%29.9%

6.7%18.8%21.7%41.9%11.4%33.5%27.2%18.1%

32.9%32.3%37.1%13.9%28.2%10.9%

8.0%

20198.7%5.4%4.9%202016.2%

5.1%

2.6%

4.3%

212116.7%

9.7%

2019

7.0%11.0%

8.0%

202017.0%

4.1%

5.7%

7.8%

2121線上線下0-3.9KW4.0KW4.1KW4.2KW4.3KW-4.9KW5.0KW及以上2019-2021年各熱流量段零售額占比變化66.1%73.5%69.8%5.7%6.8%4.0%71.9%80.3%73.8%1.4%3.4%1.0%4.1%

1.8%11.6%5.2%1.5%20192.0%20200.9%21219.7%20195.2%20203.7%2121線上線下<63%63%-64.5%65%-69.5%≥70%2019-2021年各熱效率段零售額占比變化數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-29--30-消毒柜逐漸被忽視的品類配套關(guān)系：相對需求并未減弱，但結(jié)構(gòu)優(yōu)化不及油煙機數(shù)據(jù)來源：奧維云網(wǎng)（AVC）全渠道推總數(shù)據(jù)

-31-58558858055153756045921.9%21.3%20.4%21.3%21.7%24.5%21.4%0.0%5.0%10.0%25.0%20.0%15.0%30.0%0500100025002000150030002015年2016年2017年2018年2019年2020年2021年油煙機零售量（萬臺）消毒柜零售量（萬臺）需求比4752545045433913.9%13.8%13.0%13.1%12.6%13.5%11.8%10.5%11.5%11.0%12.0%14.0%13.5%13.0%12.5%14.5%0100

501502004003503002504502015年2016年2017年2018年2019年2020年2021年油煙機零售額（億元）消毒柜零售額（億元）規(guī)模比2014-2021年油煙機及消毒柜零售量變化表現(xiàn)2014-2021年油煙機及消毒柜零售額變化表現(xiàn)17M0117M0317M0517M0717M0917M1118M0118M0318M0518M0718M0918M1119M0119M0319M0519M0719M0919M1120M0120M0320M0520M0720M0920M1121M0121M0321M0521M0721M0921M1117M0117M0317M0517M0717M0917M1118M0118M0318M0518M0718M0918M1119M0119M0319M0519M0719M0919M1120M0120M0320M0520M0720M0920M1121M0121M0321M0521M0721M0921M11數(shù)據(jù)來源：奧維云網(wǎng)（AVC）全渠道推總數(shù)據(jù)

-32-1.82.42.22.82.32.82.53.12.72.70.50.01.01.52.52.03.03.53.03.13.1

2.62.52.92.12.12.62.21.52.10.50.01.51.02.03.02.53.54.04.52017-2021年分月消毒柜線上市場零售額走勢

單位：億元2017-2021年分月消毒柜線下市場零售額走勢

單位：億元促銷節(jié)奏：線上節(jié)點放大，規(guī)模漸增，線下315被放大

一定程度上，洗嵌等新興品類的布局從出樣以及主推順序上對消毒柜進行了弱化；另一方面集成灶品類從源頭上稀釋了分體式消毒柜的需求；

因為相對價格較低，在常態(tài)疫情背景下，315節(jié)點消毒柜有著集中爆量，但后期大促相對乏力分款式看：嵌入式消毒柜量、額雙線均實現(xiàn)大幅增長63%58%31%35%7%7%33%28%66%71%0%20%10%30%50%40%70%60%80%90%100%2020202120202021線上線下立式嵌入式臥式42%37%52%59%5%4%15%12%84%87%0%20%10%30%50%40%70%60%80%90%100%2020202120202021線上線下立式嵌入式臥式2020-2021消毒柜零售量分款式結(jié)構(gòu)表現(xiàn)2020-2021消毒柜零售額分款式結(jié)構(gòu)表現(xiàn)數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-33-分容積看：線上91-100L、線下101-130L段需求明顯增加8%6%24%27%

7%15%49%49%20%10%

0%30%50%40%70%60%100%

90%

80%

45%2020

48%2021

7%

15%2020

6%

13%2021線上線下a.0-80Lb.81-90L

c.91-100L

6%14%d.101-130L

9%

20%e.130L以上

8%

24%9%6%35%38%

7%20%60%59%20%10%

0%30%50%40%70%60%100%

90%

80%

28%2020

27%2021

6%

6%2020

5%

5%2021線上線下a.0-80Lb.81-90L

c.91-100L

6%23%d.101-130L

6%

21%e.130L以上

6%

26%2020-2021消毒柜零售量分容積結(jié)構(gòu)表現(xiàn)2020-2021消毒柜零售額分容積結(jié)構(gòu)表現(xiàn)數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-34-價格段合計立式嵌入式臥式總計0.0%-5.6%6.9%-1.3%a.0-999-8.8%-6.0%-1.9%-1.0%b.1000-14990.5%-0.1%1.1%-0.4%c.1500-19993.1%0.1%2.9%0.0%d.2000-24991.6%0.2%1.4%0.0%e.2500-29992.0%0.0%2.0%0.0%f.3000-39991.3%0.0%1.2%0.0%g.4000-49990.1%0.1%0.0%0.0%h.≥50000.2%0.0%0.2%0.0%價格段合計立式嵌入式臥式總計0.0%-3.0%3.1%-0.1%a.0-999-2.0%-1.6%-0.3%0.0%b.1000-1499-1.0%-0.6%-0.4%0.0%c.1500-1999-2.3%0.0%-2.3%0.0%d.2000-2499-1.2%-0.5%-0.7%0.0%e.2500-29990.8%-0.4%1.2%0.0%f.3000-39993.0%0.0%3.0%0.0%g.4000-49991.2%0.1%1.1%0.0%h.≥50001.5%0.0%1.5%0.0%價格段合計立式嵌入式臥式總計100.0%36.8%59.0%4.1%a.0-99952.9%32.8%16.8%3.4%b.1000-149912.8%2.3%9.8%0.7%c.1500-199919.7%0.8%18.8%0.0%d.2000-24997.1%0.5%6.6%0.0%e.2500-29993.9%0.1%3.8%0.0%f.3000-39992.5%0.2%2.3%0.0%g.4000-49990.7%0.1%0.6%0.0%h.≥50000.4%0.1%0.4%0.0%價格段合計立式嵌入式臥式總計100.0%12.1%87.1%0.8%a.0-9994.9%4.5%0.3%0.1%b.1000-14995.2%3.6%1.0%0.6%c.1500-199911.2%3.0%8.1%0.1%d.2000-249911.7%0.6%11.0%0.0%e.2500-299917.7%0.1%17.7%0.0%f.3000-399927.2%0.2%27.0%0.0%g.4000-499913.3%0.1%13.2%0.0%h.≥50008.9%0.0%8.9%0.0%結(jié)構(gòu)變化：看好線上1500-3000元、線下3000元及以上段嵌入式2021線上價格段+款式交叉零售額結(jié)構(gòu)分布2021線下價格段+款式交叉零售額結(jié)構(gòu)分布2021線上價格段+款式交叉零售額結(jié)構(gòu)分布同比變化2021線下價格段+款式交叉零售額結(jié)構(gòu)分布同比變化

數(shù)據(jù)來源：奧維云網(wǎng)（AVC）線上/線下監(jiān)測數(shù)據(jù)

-35-價格段合計立式嵌入式臥式總計0.0%-5.6%6.9%-1.3%a.0-80L-1.5%-0.3%0.0%-1.3%b.81-90L-3.0%-0.3%-2.7%0.0%c.91-100L3.8%-2.2%6.0%0.0%d.101-130L2.4%-1.2%3.7%-0.1%e.130L以上-1.7%-1.7%0.0%0.0%價格段合計立式嵌入式臥式總計100.0%36.8%59.0%4.1%a.0-80L26.6%22.5%0.1%3.9%b.81-90L6.3%0.6%5.7%0.0%c.91-100L38.5%5.1%33.4%0.0%d.101-130L22.9%3.0%19.7%0.2%e.130L以上5.7%5.6%0.1%0.0%價格段合計立式嵌入式臥式總計0.0%-3.0%3.1%-0.1%a.0-80L-1.2%-1.1%0.0%-0.1%b.81-90L-1.3%-0.1%-1.2%0.0%c.91-100L-1.3%-0.7%-0.6%0.0%d.101-130L4.5%-0.5%5.0%0.0%e.130L以上-0.7%-0.6%-0.1%0.0%價格段合計立式嵌入式臥式總計100.0%12.1%87.1%0.8%a.0-80L4.6%3.7%0.1%0.8%b.81-90L4.8%0.3%4.5%0.0%c.91-100L59.0%1.5%57.5%0.0%d.101-130L26.0%1.8%24.2%0.0%e.130L以上5.6%4.8%0.9%0.0%結(jié)構(gòu)變化：看好線上91-130L、線下101-130L段嵌入式2021線上款式+容積交叉零售額結(jié)構(gòu)分布2021線下款式+容積交叉零售額結(jié)構(gòu)分布2021線上款式+容積交叉零售額結(jié)構(gòu)分布同比變化2021線下款式+容積交叉零售額結(jié)構(gòu)分布同比變化

數(shù)據(jù)來源：