【奧維報告】2022年冰箱市場年度總結(jié)

供需壓力雙顯冰箱市場量降“質(zhì)”升2022年中國冰箱市場總結(jié)報告奧維云網(wǎng)(AVC)2023年1月 國內(nèi)冰箱行業(yè)結(jié)構(gòu)升級周期進(jìn)入后半程，市場格局和產(chǎn)業(yè)格局亟待變化連續(xù)年度中國冰箱內(nèi)銷ODM業(yè)務(wù)規(guī)模走勢單位：萬臺問題，產(chǎn)品形態(tài)多元化對企業(yè)生產(chǎn)制造能力提出一，加之新入局者增多，行業(yè)ODM規(guī)模有顯著提升連續(xù)年度中國冰箱零售市場規(guī)模走勢單位：萬臺，億元001定期，換新需求占比約80%。產(chǎn)業(yè)結(jié)構(gòu)升級成為行業(yè)主旋律數(shù)據(jù)來源：奧維云網(wǎng)(AVC)推總數(shù)據(jù)連續(xù)年度中國冰箱出口市場零售量規(guī)模及同比當(dāng)月出口量(萬臺)出口量同比60149063863964761759958559959256954654542757557153147746944939135635654660149021.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.0322.0422.0522.0622.0722.0822.0922.1022.1122.12連續(xù)年度中國冰箱市場零售額規(guī)模及同比同比增速 48.0%50.3%-3.9%-7.8%7.9%0.6%-7.5%-4.1%6.2%-3.4%-0.3%-3.7%-16.9%-8.3%-6.9%11.9%-2.6%5.0%-3.5%-9.4%2.9%-15.8%-3.3%90427762701316982788911764863571587912773797191996221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.0322.0422.0522.0622.0722.0822.0922.1022.1122.12數(shù)據(jù)來源：海關(guān)總署奧維云網(wǎng)(AVC)推總數(shù)據(jù)-3-11.0藥品類9.2糧油、食品類8.5飲料類11.0藥品類9.2糧油、食品類8.5飲料類5.3文化辦公用品類4.9類3.5金銀珠寶類0.8汽車類0.30.3類3.0類訊器材類建筑及裝潢材料類-5.8服裝類-5.82022年1-11月中國主要商品銷售規(guī)模同比變化2020-2022年冰箱分渠道價格指數(shù)走勢1.2備注：價格指數(shù)以2019年均價為基數(shù)數(shù)據(jù)來源：國家統(tǒng)計局奧維云網(wǎng)(AVC)線上、線下監(jiān)測數(shù)據(jù)-4-數(shù)據(jù)來源：奧維云網(wǎng)(AVC)全渠道推總數(shù)據(jù)-5-2022年中國冰箱市場全渠道推總數(shù)據(jù)3006萬臺-5.7%930億元-4.2%ASPASPonline2129萬臺1.7%offline877萬臺-19.9%online487億元2.2%offline443億元-10.4%228950492022年冰箱線下市場TOP業(yè)平均漲幅業(yè)平均漲幅13.0%wwwavc-mrcom -10%Y -10% 0.5%1.0%1.5%2.0%西門子，9.8%，0.5%，10719，11.8%COLMO，1.8%，0.5%，14825，-7.0%數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線下監(jiān)測數(shù)據(jù)軸：均價變化幅度Y2022年冰箱線上市場TOP品牌競爭關(guān)系分析軸：均價變化幅度Y額增減，均價，均價增幅業(yè)平均漲幅0.1%TCL，2.5%，0.3%，1913，16.4%10%美的，15.7%，-0.5%，2703，5.7%X份額增減-5%西門子，-5%數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上監(jiān)測數(shù)-10%Y軸：市場地位2022年冰箱ODM業(yè)務(wù)TOPY軸：市場地位8.3%3.7%數(shù)據(jù)來源：奧維云網(wǎng)(AVC)調(diào)研數(shù)據(jù)-8-價格結(jié)構(gòu)：線上線下價格倍差拉大，渠道定位更加清晰分化2022年冰箱線上、線下細(xì)分市場均價走勢 線上均價同比線下均價同比64.8% 1.9%-1.2整體市場風(fēng)冷兩門風(fēng)冷三門法式多門十字4門對開門體門門門42034241www數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上、線下監(jiān)測數(shù)據(jù)www數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上、線下監(jiān)測數(shù)據(jù)產(chǎn)品結(jié)構(gòu)：形態(tài)演化之勢已至盡頭，冰箱產(chǎn)品形態(tài)進(jìn)入慢迭代周期數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上、線下監(jiān)測數(shù)據(jù)-10-26.1%31.5%29.6%30.0%31.0%30.7%31.5%31.1%30.5%32.0%26.5%29.0%27.7%26.1%31.5%29.6%30.0%31.0%30.7%31.5%31.1%30.5%32.0%26.5%29.0%27.7%29.7%27.1%28.1%26.6%31.8%28.8%34.1%39.1%21.1%7%12.0%15.4%%%7%16.0%1.9%2021-2022年連續(xù)季度冰箱線下市場產(chǎn)品結(jié)構(gòu)走勢2021-2022年連續(xù)季度冰箱線上市場產(chǎn)品結(jié)構(gòu)走勢 9.8%9.4%9.3%7.3%7.9%7.4%7.7%6.2%6.1%6.3%6.3%6.7%5.6%6.9%6.5%7.3%6.0%6.8% 1.4%1.5%1.6%0.9%1.0%1.1%1.1%0.6%0.8%21Q121Q221Q321Q422Q122Q222Q322Q423Q117.5%12.7%7.0%21Q121Q221Q321Q422Q122Q222Q322Q423Q1容積結(jié)構(gòu)：囤積意識持續(xù)影響終端消費，推動大容積產(chǎn)品供需兩旺數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線上、線下監(jiān)測數(shù)據(jù)-11-2020-2022年線上、線下容積段零售額結(jié)構(gòu)走勢LL0L300L-400L以上中國冰箱ODM業(yè)務(wù)企業(yè)規(guī)模分布53.1%4.2%3.5%2.8%雪祺電氣奧馬電器上海雙鹿創(chuàng)維電器長虹美菱其他數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線下監(jiān)測數(shù)據(jù)-12-2022年線下內(nèi)資企業(yè)平嵌產(chǎn)品新品數(shù)量9732171連續(xù)年度線下自由嵌入式冰箱零售額占比走勢6.1%2.1%201720182019202020212022線下500-600L市場嵌入式與常規(guī)冰箱價格對比94506706常規(guī)嵌入式105227023109528966對開十字 法式需求導(dǎo)向：換新需求驅(qū)動下，高容積率&高冷凍容積配比成為消費選購新方向2022年線下500-600L容積段TOP機(jī)型冷凍容積配比WLCTDAGUSSEDSCRBF7M-A5AHSSEAGHTDSGUBCDWGCFDMCU1DMFSKUKMMPGASSEDBTOP15機(jī)型均值1803.1%4.1%44.7%33.6%536同比增長4.9%線下風(fēng)冷兩門市場TOP機(jī)型機(jī)型品牌上市月度機(jī)身寬度容積率份額份額變化均價均價變化BCD-346WSCLU1海爾20.0868348.0%17.3%-1.4%40061.6%BCD-415WKR1DPGA容聲21.1059555.2%11.1%9.8%5958-1.8%BCD-338WKR1NPG容聲19.0562544.1%7.6%-2.9%36710.7%BCD-272WDCI海爾20.0357843.0%7.0%-0.9%29416.0%BCD-415WTDGVBPIV海信21.1059555.2%6.9%6.5%6016-1.8%BCD-338WP9B美菱21.0465244.4%5.7%1.3%41615.3%BCD-336WTDGVBP海信19.0662843.6%4.7%-0.5%35410.5%BCD-345WGPZM美的20.0462543.6%4.1%-1.0%36341.0%KGN49SB40C博世19.1170045.3%3.0%0.5%151736.8%ZBE2350HCA扎努西17.0654040.7%2.5%-0.8%19401.5%BCD-205WECX美菱18.0454038.8%2.0%-0.6%18366.9%BCD-269WPB美菱16.1059540.8%1.9%-1.5%306811.2%BCD-309WMCO海爾19.1069042.5%1.5%-0.1%29493.3%BCD-190WDCO海爾19.0750241.5%1.5%0.0%18084.1%BCD-186WM美的17.0354437.7%1.3%-1.3%17583.4%數(shù)據(jù)來源：奧維云網(wǎng)(AVC)線下監(jiān)測數(shù)據(jù)-13-企業(yè)入局：櫥電一體化趨勢下傳統(tǒng)廚電套系擴(kuò)容試水高端冰箱，行業(yè)競爭加劇數(shù)據(jù)來源：奧維云網(wǎng)(AVC)研究整理-14-三件套方太平嵌高端冰箱三件套方太平嵌高端冰箱冰箱冰箱興廚房六件套老老板冷烹飪冰箱對標(biāo)：卡薩帝、colmo等高端品牌賣點：純平嵌入+超大容量門容積：502/510門體：法式五門京東價：16980-18980對標(biāo)：高端品牌門體材質(zhì)(親膚玻璃、隕石巖板、高溫拉絲)未來市場預(yù)測數(shù)據(jù)奧維云網(wǎng)研究整理-16-疫情防控全面放開，消費勢能有望釋放在防控優(yōu)化和政策支持下消費者信心指數(shù)或見拐點消費者信心指數(shù)消費者信心指數(shù)9590858022.1022.0722.0422.0121.1021.0721.0421.0120.1020.0720.0420.0119.1019.0719.0419.0118.1018.0718.0418.01積壓的施工面積有望轉(zhuǎn)化帶動地產(chǎn)后周期屬性家電消費全國銷售面(萬平)000高端家電消費依賴線下渠道有望釋放被遞延的消費需求獨立式干衣機(jī)洗衣機(jī)Q下分品類獨立式干衣機(jī)洗衣機(jī)6.2%高端占比同比增幅2.32.3%2.1%0.8%0.6%10.9%35.6%38.2%11.3%17.5%冰箱冰冰箱冰柜高保有量下的需求結(jié)構(gòu)恒穩(wěn)，冰箱發(fā)展進(jìn)入慢車道數(shù)據(jù)來源：公開數(shù)據(jù)奧維云網(wǎng)(AVC)推總數(shù)據(jù)-17-13.69.7人口出生率(‰)結(jié)婚率(‰)14.613.813.012.612.010.99.08.37.713.69.7人口出生率(‰)結(jié)婚率(‰)14.613.813.012.612.010.99.06.65.80104.2102.5103.1100.496.4100.194.0