2022年厨房小家电H1总结

1、www.avc-线上渠道占比增速趋缓，部分品类线上占比将触天花板1928394550546669732014201520162014-2022H1小家电市场销额线上比重 变化趋势线上243650616774838586201420152016201722H12014-2022H1小家电市场销量线上比重 变化趋势线上97.794.092.987.085.685.583.282.682.679.5电蒸锅台单烤 空气炸锅 养生壶榨汁机煎烤机电炖锅电水壶豆浆机搅拌机63.962.260.660.2电磁炉 电压力锅 破壁机电饭煲2017201820192020202122H12022H1小家电市场各品类

2、线上占比情况线上占比线下占比www.a数vc据-来m源r.：co奥m维云网全渠道推总数据 品类包含：电饭煲、电磁炉、电压力锅、豆浆机、破壁机、搅拌机、榨汁机、电水壶、煎烤机、养生壶、电蒸炖锅、台式单电烤箱、空气炸锅5248444213专业电商 平台电商 抖音电商2018201920202021电商市场分渠道零售额结构变化内环：21年H1外环：22年H2www.avc-8455801294111422.0622.0522.0422.0322.0222.0121.1221.1121.1021.0921.0821.0721.0621.0521.0421.0321.0221.0120.1220.112

3、0.1020.0920.0820.0720.0620.0520.0420.0320.0220.0119.1219.1119.119.0919.0819.0719.0619.0519.0419.0319.0219.0118.1218.1118.118.0918.0818.0718.0618.0518.0418.0318.0218.0117.1217.1117.117.0917.0817.0717.0617.0517.0417.0317.0217.012017-2022H1线上全品类小家电在售品牌数量变化15017021019022.0622.0522.0422.0322.0222.0121.12

4、21.1121.1021.0921.0821.0721.0621.0521.0421.0321.0221.0120.1220.1120.1020.0920.0820.0720.0620.0520.0420.0320.0220.0119.1219.1119.119.0919.0819.0719.0619.0519.0419.0319.0219.0118.1218.1118.118.0918.0818.0718.0618.0518.0418.0318.0218.0117.1217.1117.117.0917.0817.0717.0617.0517.0417.0317.0217.01线上迅速发展，互

5、联网品牌突显优势，后疫情时代长尾逐渐退出市场数据来源：奥维云网（AVC）线上监测数据 包含品类：电饭煲、电磁炉、电水壶、电压力锅、豆浆机、料理机、榨汁机、煎烤机、养生壶、电蒸炖锅初期：龙头把控中期：新兴品牌进入疫情线上加剧14001200线1000上800600400200310290270线250下230再洗牌www.avc-小家电新品牌进入减少，长尾品牌被迫出局数据来源：奥维云网（AVC）全渠道监测数据 备注：红色箭头为新进入品牌数量，灰色箭头为退出品牌数量厨小电包含品类：电饭煲、电磁炉、电压力锅、豆浆机、破壁机、搅拌机、榨汁机、电水壶、煎烤机、电蒸炖锅、养生壶、台单烤、空气炸锅;2019

6、-2022年H1厨房小家电线上市场品牌数量变 化趋势15471804191015680500100015002000250020192020345602403509598256405380382339010020030040050060020212022H12019202020212022H1106819193100572019-2022年H1厨房小家电线下市场品牌数量变 化趋势www.avc-小家电冰点限量市场下价格战停止，高品质产品成为带动行业增长的动力数据来源：奥维云网（AVC）线上监测数据 电饭煲、电磁炉、电压力锅、豆浆机、破壁机、搅拌机、榨汁机、电水壶、煎烤机、电蒸炖锅、养生壶、台单

7、烤、空气炸锅180203215204211180176187204266284330382429449466476458201420152016201720182019202020212022H12019-2022年H1历年中国厨房小家电市场分渠道市场均价变化2021年H12022年H1同比18320411.5466458-1.7线上线下热销品类空气炸锅，低迷环境之下，逆势突围3351010535161.0%53.1%-3.6%-6.6%18-10.9%39-11.3%17-16.3%18-17.8%-19.3%-22.1%-23.3%99-23.9%12-25.2%-25.7%空气炸锅电蒸锅煎烤机破壁机电饭煲电水壶电压力锅搅拌机豆浆机养生壶台单烤电磁炉榨汁机电炖锅2022H1中国小家电各品类线上零售额规模及同比趋势零售额（亿元）同比（%）20107.2%44.7%-3.8%26-13.1%2-13.3%-13.6%711-14.8%-16.1%-16.4%411-18.8%12-21.4%3-26.8%-27.3%11空气炸锅电蒸锅电饭煲煎烤机电磁炉电压力锅电水壶电炖锅养生壶破壁机搅拌机豆浆机榨汁机数据来源：奥维云网（AVC）推总数据2022H1中国小家电各品类线下零售额规模及同比趋势零售额（亿元）同比（