2022年上半年度中国冰箱市场总结

1、2022年上半年中国冰箱市场总结规模：上半年冰箱市场量额齐降，分渠道走势持续分化onlineofflineonlineoffline1507万台-5.5456亿元-3.41082万台1.8425万台-20.1237亿元0.9219亿元2022年H1中国冰箱市场全渠道推总数据-7.7数据来源：奥维云网（AVC）全渠道推总数据价格：增长周期超过27M，冰箱市场价格处于空前高位2.0-6.9-4.5-3.78.1-0.9-20-10010302010001500200025003500300020.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1

2、120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.0322.0422.0522.06当月均价当月均价同比 25.8连续月度线上市场均价走势6.820.513.317.019.815.717.217.4-1001020303000400050006000700020.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.112

3、1.1222.0122.0222.0322.0422.0522.06连续月度线下市场均价走势当月均价当月均价同比数据来源：奥维云网（AVC）线上、线下监测数据产品价格：线上价格陷入负增长，法式、十字成为“价值战”核心21H1 21H2整体市场22H121H1 21H2风冷两门22H121H1 21H2风冷三门22H121H1 21H2法式多门22H121H1 21H2十字4门22H121H1 21H2对开门22H12254247222341625 1648 16542102 210320284057418840774211436242433429354233925293587361982569

4、28603129308532823295746383909276708274587794608865956776600050004000300020001000070001000090008000均价同比整体风冷两门风冷三门法式多门十字4门对开门线上-0.9-1.1-3.50.60.8-1.1线下17.122.76.824.310.011.32021-2022年H1冰箱线上、线下细分市场均价走势线上均价线下均价数据来源：奥维云网（AVC）线上、线下监测数据产品结构：产品结构相对稳定，多门市场平稳发展2019-2022年H1冰箱线下市场产品结构走势2019-2022年H1冰箱线上市场产品结构走势

5、3.97.96.92.86.72.66.02.06.21.66.11.36.71.115.013.312.210.49.68.37.625.425.425.927.627.828.727.623.627.028.530.130.630.531.124.324.524.223.924.325.125.819H119H220H120H221H121H222H1对开门十字4门法式多门风冷三门风冷两门其他15.913.015.411.012.210.411.826.223.122.920.119.416.916.412.613.112.114.012.912.612.614.016.516.520.1

6、21.523.523.231.334.332.934.934.036.636.019H119H220H120H221H121H222H1对开门十字4门法式多门三门单两门数据来源：奥维云网（AVC）线上、线下监测数据新品表现：新品集中在对开门市场，下半年将迎来激烈竞争机型品牌门体上市时间零售额份额均价（元）BCD-535WGHSSEDS9海尔对开门22.040.53264BCD-553WPCX美菱对开门22.010.23099BCD-610WMSA米家对开门22.050.22619BCD-335WLHFD9DS9海尔法式多门22.040.23099BCD-501WLHTDD5BYU1海尔十字4门

7、22.040.28099BCD-485WSPZM(E)美的十字4门22.050.16302BCD-501WGHFD14S8U1海尔法式多门22.030.18768GR-RM479WE-PG1B3东芝法式多门22.010.114402GR-RM429WE-PG2B3东芝法式多门22.010.18536BCD-408WPJDTCL十字4门22.020.12290126434411267单两门三门法式多门十字4门对开门2022年H1线上新品分门体分布2022年H1线下新品分门体分布2022年H1线上新品TOP10机型2022年H1线下新品TOP10机型机型品牌门体上市时间零售额份额均价（元）BCD-

8、700WGCTD87C3U1卡萨帝十字4门22.030.515636BCD-328WFGPM美的法式多门22.030.33971BCD-410WLHFD4DSGU1海尔法式多门22.030.35555KM47FS56TI西门子法式多门22.040.317062BCD-551WLCTDA4G5U1卡萨帝十字4门22.030.215891BCD-410WP9BX美菱十字4门22.010.24817BCD-531WSGPZM美的十字4门22.020.27853KA92NE256C西门子对开门22.020.28891BCD-537WQ3S美菱十字4门22.010.110648BCD-605WKGPZM

9、美的对开门22.020.1794234281098553两门三门法式多门十字4门对开门-6-数据来源：奥维云网（AVC）线上、线下监测数据7.29.810.710.310.111.412.67.48.512.013.215.618.619.32.53.64.45.15.99.012.01.11.41.82.23.14.05.020162017201820192020202122H18-10K10-15K15-20K20K+18.223.330.928.934.742.948.8数据来源：奥维云网（AVC）线下监测数据高端：高端市场快速推进，疫情下仍实现强势增长15K+零售市场逐渐起步开始向20K+市场迈进10-15K占比提升显著8K+市场即将占据线下半壁江山连续年度线下冰箱8K+产品零售额占比表现未来市场预测:需求及成本有所改善，预计下半年市场将以稳定发展为主冰箱市场持续处于高保有量状态，且产品同质化严重，技术迭代缓慢，未来仍将保持以缓慢释放的更新需求为主。伴随新兴渠道的崛起及线上电商持续的向四六级市场下沉，部分需求将释放在中低端市场，线上价格增长乏力；原材料价格进入下行通道，企业成本压力有望得到改善，传导至 零售端产品价格上涨趋势预计有所缓解；百户拥有量触顶疫情反复，严重抑制需求释放，同时线下市场备受打击，难以恢 复疫情前水平；159