2021年2月集成灶月报

1、www.avc-0 1线上市场总结www.avc-市场整体：2月传统烟灶回暖；集成灶增速回落，但同比仍大幅提升数据来源：奥维云网（AVC）线上推总数据-3-2.93.0-4.90.5-24.926.98.541.485.241.4-0.249.637.135.9212.7102.620.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.02零售额（亿元）同比增减7.52020M2-2021M2线上零售量走势2020M2-2021M2线上零售额走势1

2、.016.5-14.844.34.824.653.280.043.030.429.3165.473.420.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.02零售量（万台）同比增减13.0 价格表现：集成灶高端需求延缓释放，低端占比同比大幅提升，1月 均价同比小幅提升33.732.527.833.116.320.622.247.352.257.050.057.651.051.5 50.8 50.4 50.748.547.3

3、45.119.018.624.825.123.824.223.524.4 24.224.825.433.031.030.628.626.420.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.02低端（10000)2020M2-2021M2线上集成灶市场价格段占比变化2020M2-2021M2线上集成灶均价走势562455965721576563985989590558236202-10.5-10.3-5.93.06115-5.8-4.1-5.067254.163173.17

4、.80.65657-18.3-17.820.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.02零售均价同比增长率www.avc-数据来源：奥维云网（AVC）线上监测数据-4-1514441532805906436146758598694280963917-6.8-12.9-18.9-14.861.30.5-39.026.1-19.020.0221.02同比产品结构：蒸烤一体机竞争力持续增强；烟灶蒸均价维稳，份额 稳定增长2020M2-2021M2线上分类型销额占比变化2020M2-2021M2线上

5、分类型均价变化3.611.710.80.00.021.016.22.027.37.020.0221.02www.avc-数据来源：奥维云网（AVC）线上监测数据-5-类型表现：春节居家烹饪成首选，带蒸烤功能的产品受到消费者青睐2020M2-2021M2线上烟灶蒸烤占比变化3.62.00.81.01.3 1.32.020.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.022020M2-2021M2线上烟灶蒸

6、烤一体机占比变化11.712.0 9.922.015.516.417.524.126.030.728.527.127.320.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.0250.549.653.146.538.939.139.339.037.332.336.539.938.120.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.022020M2-2021M2线上烟灶消占比变化2020M2-2021M

7、2线上烟灶蒸占比变化23.731.930.025.325.024.227.824.722.621.020.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.02www.avc-数据来源：奥维云网（AVC）线上监测数据-6-www.avc-7-品牌表现：火星人居首位，美大、亿田、名气等品牌份额快速提升数据来源：奥维云网（AVC)线上监测数据12.115.714.818.915.616.120.421.424.620.822.04.76.46.

8、48.12.06.911.64.87.03.51.545.71.01.40.05.010.015.020.025.030.020.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.02火星人美大欧尼尔2020-2021M2线上TOP5品牌份额表现亿田名气www.avc-0 2线下市场总结www.avc-9- 市场整体：线下复苏，在消费券

9、等因素加持下，2月集成灶市场同比 大幅提升数据来源：奥维云网（AVC）线下推总数据2020M2-2021M2线下零售额走势2020M2-2021M2线下零售量走势5.412.119.613.320.5-57.51.0 -61.7-178.25-9.956.231.310.3 8.331.215.410.068.6182.320.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.02零售额（亿元）同比增减1.111.514.221.913.115.723.81

10、8.824.83.1-56.4-61.26.3 -12.4-15.737.723.13.812.7 64.911.422.416.3 24.8 21.5181.820.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.02零售量（万台）同比增减价格表现：线下集成灶高端占比同比大幅提升，均价同比大幅上调27.529.425.827.1 27.430.846.440.255.051.156.552.253.750.951.1 52.553.453.851.613.417.519.5

11、17.820.718.918.222.723.3 21.923.020.021.824.4242.44.020.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.02低端（13000）57.02020M2-2021M2线下集成灶市场价格段占比变化2020M2-2021M2线下集成灶均价走势741784228497871888338699 84758864 8997 8965888189359043-4.8-11.7-9.621.920.02 20.03 20.04 20.05 20.06 20.07 20.08 20.09 20.10 20.11 20.12 21.01 21.02零售均价同比增长率www.avc-数据来源：奥维云网（AVC）线下监测数据-10-产品结构：带蒸烤功能的产品在线下占比持续提升，均价持续暴涨20