1、奥维云网(AVC)白色家电事业部2020年7月2020年上半年中国洗衣机零售市场报告1.上半年洗衣机市场总结www.avc-零售量Volume14761476万台-12.412.4%274274亿元-18.218.2同比变化%949949万台,9.9%527527万台,-35.8%129129亿元,3.7%145145亿元,-31.1%Omni ChannelOnlineOffline零售额Value数据来源:奥维云网(AVC)全渠道推总预测数据2020年H1大盘:疫情拖累之下,线下同比大幅下滑,线上已实现由负转正2020H1同比变化www.avc-4-分月走势:线上渠道成为主跑道,行业增长压
2、力依旧突出28 6 19 28 32 31-31.7%-66.2%-58.8%-18.0%-10.6%-8.8%20.0120.0220.0320.0420.0520.06零售额规模(亿元)同比24 11 18 18 16 41-2.6%-14.5%-9.6%1.5%-11.3%35.3%20.0120.0220.0320.0420.0520.06零售量规模(万台)同比2020年H1线上分月洗衣机大盘零售额规模及同比2020年H1线下分月洗衣机大盘零售额规模及同比18.6%26.1%36.3%43.8%51.3%64.3%13.0%19.1%25.9%32.5%37.0%46.9%2015H1
3、2016H12017H12018H12019H12020H1线上零售量占比线上零售额占比连续年度H1线上渠道零售占比走势数据来源:奥维云网(AVC)线上及线下推总数据www.avc-价格结构:线上低端市场结构增长明显,线下高端市场成为增长重要引擎-0.2%-1.5%-1.4%-2.1%-1.3%-0.8%3.7%3.4%0.2%1K-1-2K2-3K3-4K4-5K5-6K6-8K8-10K10K+2020H1线下洗衣机市场价格段销额结构及变动数据来源:奥维云网(AVC)线下监测数据3.7%9.4%13.1%16.6%16.5%10.8%15.6%7.3%6.9%2.5%5.0%-7.4%-3
4、.3%1.4%0.4%1.7%-0.1%0.0%1K-1-2K2-3K3-4K4-5K5-6K6-8K8-10K10K+2020H1线上洗衣机市场价格段销额结构及变动数据来源:奥维云网(AVC)线上监测数据24.5%34.1%17.9%9.8%6.5%3.4%2.5%0.5%0.8%结构增减价格段结构结构增减价格段结构数据来源:奥维云网(AVC)线下、线上市场监测数据www.avc-6-产品结构:线上洗烘一体升级步伐趋缓,线下仍在快速提升0.9%0.7%2.4%2.4%1.1%0.9%3.6%3.5%14.6%11.1%21.2%22.0%16.9%13.9%24.6%25.5%11.2%11
5、.6%7.1%7.3%11.5%12.1%9.0%8.4%52.1%42.9%42.6%35.1%51.5%42.2%40.4%33.7%21.2%33.8%26.8%33.2%19.0%30.9%22.4%28.9%17.0618.0619.0620.0617同期18同期19同期20.1-620年及历史年度6月20年1-6月及历史年度同期累计2020年1-6月及同期线上产品零售额结构变化单双缸占比定频波轮占比变频波轮占比滚筒单洗占比洗烘一体占比数据来源:奥维云网(AVC)线下、线上市场监测数据0.9%0.7%0.6%0.6%1.1%0.9%0.9%0.8%14.6%11.1%8.9%6.4%
6、16.9%13.9%11.2%7.8%11.2%11.6%11.2%10.5%11.5%12.1%12.7%12.5%52.1%42.9%37.3%34.4%51.5%42.2%37.4%32.4%21.2%33.8%42.0%48.2%19.0%30.9%37.8%46.6%17.0618.0619.0620.0617同期18同期19同期20.1-620年及历史年度6月20年1-6月及历史年度同期累计2020年1-6月及同期线下产品零售额结构变化单双缸占比定频波轮占比变频波轮占比滚筒单洗占比洗烘一体占比www.avc-7-波轮市场:容量两端份额增长,线下10.1KG超大容积带动均价上涨6.5
7、%12.0%8.8%50.7%13.9%7.8%0.3%7.4%5.9%5.7%47.0%16.1%17.0%1.0%-5.0Kg5.1-6.0Kg6.1-7.0Kg7.1-8.0Kg8.1-9.0Kg9.1-10.0Kg10.1Kg+20年H1波轮市场线上各容量段零售额结构19H120H1863621716857106014781554925-1.8%-13.7%-10.8%-15.7%-23.5%-14.2%-37.9%-7.9%-5.0Kg5.1-6.0Kg 6.1-7.0Kg 7.1-8.0Kg 8.1-9.0Kg 9.1-10.0Kg 10.1Kg+整体均价均价同比2020年H1线上
8、波轮市场容量段均价变化2020年H1线下波轮市场容量段均价变化3.0%1.8%8.1%39.2%28.9%18.5%0.6%3.6%0.7%3.2%29.5%36.6%25.1%1.3%-5.0Kg5.1-6.0Kg6.1-7.0Kg7.1-8.0Kg8.1-9.0Kg9.1-10.0Kg10.1Kg+20年H1波轮市场线下各容量段零售额结构19H120H1131574389311962152301357151739-8.4%-10.5%-8.0%-13.6%-9.2%-5.4%51.0%2.7%-5.0Kg5.1-6.0Kg 6.1-7.0Kg 7.1-8.0Kg 8.1-9.0Kg 9.1
9、-10.0Kg 10.1Kg+整体均价均价同比数据来源:奥维云网(AVC)线下、线上市场监测数据www.avc-8-滚筒市场:大容量滚简单洗市场受欢迎,10KG+成为溢价主要突破点3.6%0.6%5.6%34.2%10.3%44.3%1.4%3.9%0.5%2.6%18.2%5.3%67.4%2.1%-5.5Kg5.6-6.0Kg6.1-7.0Kg7.1-8.0Kg8.1-9.0Kg9.1-10.0Kg10.1Kg+20年H1滚简单洗市场线上各容量段零售额结构19H120H1252110851468184823632120540920821.2%-5.5%-12.4%-8.2%-0.9%-14
10、.6%19.8%-6.8%-5.5Kg5.6-6.0Kg 6.1-7.0Kg 7.1-8.0Kg 8.1-9.0Kg 9.1-10.0Kg 10.1Kg+整体均价均价同比2020年H1线上滚简单洗市场容量段均价变化2020年H1线下滚简单洗市场容量段均价变化0.2%0.1%2.3%18.2%29.0%44.8%5.4%0.7%0.0%0.8%10.3%22.5%57.6%8.0%-5.5Kg5.6-6.0Kg6.1-7.0Kg7.1-8.0Kg8.1-9.0Kg9.1-10.0Kg10.1Kg+20年H1滚简单洗市场线下各容量段零售额结构19H120H122081799208030483198
11、373867643604-14.5%-14.0%-8.7%-1.6%-8.3%-4.2%12.1%-0.2%-5.5Kg5.6-6.0Kg 6.1-7.0Kg 7.1-8.0Kg 8.1-9.0Kg 9.1-10.0Kg 10.1Kg+整体均价均价同比数据来源:奥维云网(AVC)线下、线上市场监测数据www.avc-9-滚筒市场:10KG洗烘一体机一骑绝尘,线上价格竞争激烈0.5%0.0%0.7%17.5%14.4%65.3%1.5%1.2%0.0%0.3%6.5%4.8%85.1%2.1%-5.5Kg5.6-6.0Kg6.1-7.0Kg7.1-8.0Kg8.1-9.0Kg9.1-10.0Kg
12、10.1Kg+20年H1洗烘一体线上各容量段零售额结构19H120H132413799354729213055304791723085-15.2%0.0%3.9%-13.5%2.2%-13.0%-34.4%-10.2%-5.5Kg5.6-6.0Kg 6.1-7.0Kg 7.1-8.0Kg 8.1-9.0Kg 9.1-10.0Kg 10.1Kg+整体均价均价同比2020年H1线上洗烘一体市场容量段均价变化2020年H1线下洗烘一体市场容量段均价变化0.1%0.0%0.0%10.5%12.4%67.4%9.6%0.0%0.0%0.0%3.3%9.5%77.4%9.8%-5.5Kg5.6-6.0Kg
13、6.1-7.0Kg7.1-8.0Kg8.1-9.0Kg9.1-10.0Kg10.1Kg+20年H1洗烘一体市场线下各容量段零售额结构19H120H1200228675942443844585434133405595-20.5%-23.0%17.4%-11.2%-8.5%-2.2%7.5%-1.6%-5.5Kg5.6-6.0Kg 6.1-7.0Kg 7.1-8.0Kg 8.1-9.0Kg 9.1-10.0Kg 10.1Kg+整体均价均价同比数据来源:奥维云网(AVC)线下、线上市场监测数据www.avc-10-线上竞争格局:内资阵营陷入价格竞争海尔,36.0%,3.5%,1584,-10.7%小
14、天鹅,20.3%,2.2%,1662,-7.9%美的,14.2%,-0.2%,1375,0.2%西门子,6.7%,-0.1%,3833,5.3%松下,3.3%,0.1%,2471,-5.6%海信,1.7%,-0.2%,1125,1.7%TCL,1.7%,-2.3%,905,-6.7%米家,1.5%,0.3%,1618,-24.7%奥克斯,1.1%,-0.2%,384,-14.5%LG,1.1%,-0.4%,4015,1.6%图例:品牌,零售额份额,零售额份额增减,均价,均价增幅2020年H1线上洗衣机市场品牌竞争格局数据来源:奥维云网(AVC)线上监测数据X:份额增减Y:均价同比行业均价同比:
15、-5.1%价涨额跌(份额下降、均价增长超过行业均值)价额齐涨(份额增长、均价增长超过行业均值)价额齐跌(份额下降、均价增长低于行业均值)以价换额(份额增长、均价增长低于行业均值)www.avc-11-线下竞争格局:马太效应凸显,龙头品牌矩阵日趋完善海尔,37.2%,2.8%,3498,3.4%小天鹅,18.9%,0.8%,3808,10.0%西门子,10.6%,-0.1%,5029,4.1%美的,8.4%,-0.8%,2347,11.9%松下,8.4%,0.1%,4678,17.1%惠而浦,3.4%,0.9%,3436,-12.9%博世,3.1%,-0.1%,5345,4.2%海信,2.3%,
16、0.0%,2046,6.3%三星,1.6%,-0.7%,5319,14.0%扎努西,1.3%,0.4%,1212,10.5%图例:品牌,零售额份额,零售额份额增减,均价,均价增幅2020年H1线下洗衣机市场品牌竞争格局数据来源:奥维云网(AVC)线下监测数据X:份额增减Y:均价同比行业均价同比:7.7%(份额下降、均价增长超过行业均值)(份额增长、均价增长超过行业均值)(份额下降、均价增长低于行业均值)(份额增长、均价增长低于行业均值)2.市场热点与发展趋势www.avc-209.31502.34512.911566.419493.728548.3617.8%200.4%156.3%68.5%46.4%0.3%1.9%4.5%10.2%15.2%20.3%0500010000150002000025000300002017201820192020e2021e2022e2017-2022年中国直播电商交易规模及增速直播电商交易规模(亿元)直播电商规模增速(%)直播电商占网络购物比例(%)数据来源:中国互联网络信息中心,奥维云网(AVC)研究整理3.444.223.974.3