咨询avc线上空调市场简析2013年第

数据、行业、用户研究专家显示及数字内容、家电、商用奥维咨询公司（AVC）www.avc-奥维咨询公司（AVC）中国空调线上市场周度监测报告精要分析版2013年第33周2013.08.12-2013.08.18报告说明3数据来源：京东商城、国美在线、易迅网、淘宝网、天猫商城等13家主流电商全网监测数据。报告时间：2013年08月12日

至

2013年08月18日。指标说明：报告中涉及指标按照零售量和零售额计算，平均价格指标是以零售量为权重的加权平均值，如无特殊声明，报告中价格均指零售均价。目录整体市场分析渠道竞争分析品牌竞争分析价格波动分析TOP型号分析主要渠道及竞品促销14234

产品结构分析56附13W2613W2713W2813W2913W3013W3113W3213W333823

3666

3262

3496

3799

4703

4084线上销额

3065线下销额101136138350线上占比

2.9%

2.7%1304972.7%870053.6%921753.7%810854.5%1047074.3%720005.4%2.9%2.7%2.7%3.6%3.7%

4.5%

4.3%5.4%0%1%2%3%4%5%6%020000400006000080000120000140000160000单100000位：万元线上与线下销额周度变动分析整体市场分析线下环比线上环比↓33.3

%↓17.7%13W2613W2713W2813W2913W3013W3113W3213W33139561335711946120941311715368

12652线上销量12063线下销量303333413291线上占比

3.8%

3.3%3918293.3%2557524.5%2741714.2%2402595.2%3020204.8%2013945.9%3.8%53.3%

3.3%4.5%4.2%5.2%4.8%5.9%0%1%2%3%4%5%6%7%400000350000300000250000200000150000100000500000450000单位：台线上与线下销量周度变动分析线下环比线上环比↓31.2

%↓13.2

%本周线上规模下滑，销量环比下降33.3%，销额环比下降31.2%线下市场销量下降，销量环比下降17.7%，销额环比下降13.2%；线上市场销量占比为5.9%，销额占比5.4%。渠道竞争分析京东商城,74.6%淘宝网,2.9%易迅网,4.2%国美在线,1.3%天猫商城,16.8%其他,0.3%本周电商主要渠道中，京东商城份额最高为71.3%，天猫商城销量占比为19.0%；815京东商城销量份额上涨，环比上涨7.3%，天猫商城份额下滑明显，环比上升9.0%。本周线上各渠道销量占比情况 本周线上各渠道销额占比情况京东商城,71.3%6易迅网,5.0%国美在线,1.3%淘宝网,3.1%天猫商城,19.0%其他,0.3%品牌竞争分析销量销额本周线上市场海尔份额9.4%，环比略涨0.2%，线下市场份额12.1%，环比上升0.2%；线上市场，格力、美的份额大幅上涨，线下市场海尔份额低于格力和美的。TCL,

6.4%格力,25.2%海尔,8.6%奥克斯,5.7%美的,18.9%志高,4.9%其他,30.4%线下市场TCL,

3.7%格力,22.0%海尔,12.1%奥克斯,4.6%志高,4.3%美的,19.5%其他,33.8%TCL,

2.8%格力,25.5%海尔,13.0%奥克斯,志高,3.2%3.8%美的,20.2%其他,31.4%线上市场

•TCL,

9.3%7格力,18.8%奥克海斯尔,,9.4%7.1%,

5.6%美的,15.9志%高其他,33.8%产品结构分析销量销额本周线上市场定速挂机产品份额下滑，销量占比49.9%，环比下降6.0%；线下市场本周定速挂机销量占比为40.3%，销额占比为27.0%。8产品结构分析-当周分匹数段挂机市场，线上市场主要以1匹和1匹半为主，线下市场小1匹半挂机略高于线上市场，格力小1匹半挂机比例高达31%，明显高于其他品牌；柜机市场，线上线下均以2匹和3匹柜机为主，线上市场格力3匹柜机比例高于海尔和美的。9产品结构分析-当周分价格段挂机定速挂机市场，海尔线上以2300-2599元价格段产品为主，格力以2600-2899元产品为主，线上市场海尔2000元以下低端产品份额较高；变频挂机市场，海尔2600-2899元价格段产品份额最高，美的线上3500-3999元产品份额最高。1011产品结构分析-当周分价格段柜机定速柜机市场，线上主要以低端价位产品为主，海尔柜机价格段分布在4500-5499元区间；变频柜机市场，海尔线上8000-8999元产品比例较高，格力线上以6500-7999元产品居多，本周美的线上所售产品分布在7000-8999元。价格波动分析-线上线下分产品结构对比2086220421872140216921862181224613W2613W2713W2813W2913W3013W3113W3213W33292529182903295830102988328932374463443743534385447145284856487465126953689468727733752282668124当周线下均价12当周线上均价分产品结构线上均价周度波动6.4%9.3%11.9%2.8%线下对比线上价格波动分析-线上线下分品牌对比当周线下均价当周线上均价分品牌线上均价周度波动3125322131803289315130142960293813W26

13W27

13W28

13W29

13W30

13W31

13W32

13W3333713337336933953582351742474332268427042627273126772635239025892577287126762679314524962535280032183166329432364580382138173833-3.1%30.5%-4.5%23.3%16.4%-3.9%线下对比线上1921132195240121822111215721802196主要渠道畅销型号对阵14备注：红色表示竞品上升较快型号渠道型号品牌定变频本周销量占比环比上周本周均价均价环比上周畅销型号排序品牌KFRd-25GW/FC23KFR-35GW/dLC45-130(2)TCL格兰仕定速定速3.8%2.5%-0.2%-0.7%176920994.1%10.5%KFRd-25GW/FC23KFR-35GW/dLC45-130(2)TCL格兰仕KFRd-35GW/FC23TCL定速2.2%0.5%1999KFR-23GW/dLP45-150(2)格兰仕KFR-25GW/d03-A2C-70Y5月兔定速1.8%0.0%1499KFR-25GW/D104+N3志高京东商城KFR-51LW/DY-IF(R3)KFR-26GW/BP2DN1Y-IF(3)美的美的定速变频1.8%1.8%0.6%0.6%446625993.7%KFR-35GW/C104+N3KFR-25GW/d03-A2C-70Y5志高月兔KFR-23GW/dLP45-150(2)KFR-35GW/C104+N3格兰仕志高定速定速1.8%1.7%-1.3%-0.5%1699240011.3%KFRd-35GW/FC23KFR-35GW/SQB+3TCL奥克斯KFR-72LW/DY-IF(R3)美的定速1.6%0.5%61447.8%KFR-26GW/BP2DN1Y-IF(3)美的KFR-35GW/BP3DN1Y-LC(2)美的变频1.6%0.4%39042.8%KFR-26GW/(26570)FNBa-3格力KFR-35GW/EF11S3海信变频8.8%1.5%2593-16.9%KF-35GW/SFD+3KFR-35GW/RDVdLD9-150(2)KFR-35GW/EF11S3KFR-35GW/DLC47-130(2)KFR-35GW/ERVBN3KFR-35GW/RDVdLC60-150(2)KFR-26GW/BP2DN1Y-IF(3)KFR-35GW/05FFC23KFR-35GW/BP3DN1Y-LC(2)KFR-26GW/RDVDL9-150(3)奥克斯格兰仕海信

格兰仕科龙

格兰仕美的

海尔

美的

格兰仕KF-35GW/SFD+3奥克斯定速8.7%-24.3%22041.1%KFR-35GW/RDVdLD9-150(2)格兰仕变频7.0%-0.7%2568-13.2%KFR-35GW/03GJC12-DS海尔定速7.0%6.1%2579-14.0%天猫商城KFR-23GW/ERVBN3KFR-35GW/BP3DN1Y-LC(2)科龙美的定速变频3.5%3.3%2.8%1.6%16993924-9.5%0.0%KFR-26GW/EF11S3海信变频3.3%2.0%23970.2%KFR-35GW/RDVdLC60-150(2)格兰仕变频3.2%0.5%2768-8.0%KFR-26GW/RDVDL9-150(3)格兰仕变频2.5%1.0%22995.7%KFR-35GW/05GJC23-DS海尔变频2.2%0.8%3449主要渠道畅销型号对阵15备注：红色表示竞品上升较快型号渠道型号品牌定变频本周销量占比环比上周本周均价均价环比上周畅销型号排序 品牌KFR-23GW/dLL70-150(2)格兰仕定速11.5%-3.2%2199KFR-23GW/dLL70-150(2)

格兰仕KFR-35GW/dLD70-130(2)

格兰仕

KFR-35GW/03GFC12

海尔

KFR-26GW/RDVdB9-150(3)

格兰仕

KFR-26GW/dLP60-130(1)

格兰仕

KFR-35GW/RDVdLD9-150(2)

格兰仕

KFR-35GW/(35556)FNDcC-3

格力

KFR-26GW/(26556)FNDcC-3

格力

KFRd-25GW/FC23

TCLKFR-25GW/B104+N3

志高KFR-35GW/dLD70-130(2)格兰仕定速11.1%-1.3%2599KFR-35GW/(35556)FNDcC-3格力变频7.4%2.9%32994.8%KFR-26GW/dLP39-130(1)格兰仕定速6.0%6.0%1799易迅网A13KF2KFR-35GW/K(35569)AaC-N2松下格力定速定速4.9%4.4%4.9%2.6%289928160.6%KFR-26GW/RDVdB9-150(3)格兰仕变频4.4%-2.8%2399AGQG12LLCA富士通变频3.6%0.9%3499KF-35GW/LC39-130(1)格兰仕定速3.5%3.5%1899KFR-26GW/dLP60-130(1)格兰仕定速3.5%-2.9%1799KFR-35GW/03GFC12海尔定速19.9%3.4%2796-5.0%KFR-35GW/03GFC12

海尔KFR-35GW/05FFC23

海尔KFR-35GW/SFW+2

奥克斯KFR-26GW/03GFC12

海尔KFR-35GW/(35556)FNDe-3

格力KF-26GW/SF-1

奥克斯KFR-26GW/(26556)FNDe-3

格力KFR-26GW/02PAC22

海尔KFR-26GW/EF11S3

海信KF-35GW/ERVFN2(1)

科龙KFR-35GW/05FFC23海尔变频16.1%2.9%3196-3.1%KFR-26GW/03GFC12海尔定速6.8%1.6%2199-4.4%KFR-35GW/(35556)FNDe-3格力变频6.2%1.7%2296-2.6%国美在线KFR-72LW/06ZAC12KFR-23GW/DY-IF(R3)海尔美的定速定速3.7%3.7%2.0%2.3%38991780-1.6%-3.1%EAW35FD13BA1伊莱克斯定速3.7%2.3%349918.2%KFR-26GW/EFVCS3科龙变频3.1%2.8%3196-3.8%KFR-26GW/(26556)FNDe-3格力变频3.1%-0.7%2499-5.7%KFR-35GW/EFVCS3科龙变频3.1%3.1%2179本周TOP20畅销型号明细16销量TOP20型号品牌当周整体市场销量占比环比上周上周均价本周均价均价环比KFRd-25GW/FC23TCL3.5%0.7%170617744.0%KFR-35GW/RDVdLD9-150(2)格兰仕2.4%0.0%29342515-14.3%KFRd-35GW/FC23TCL1.8%0.6%200620170.6%KFR-35GW/BP3DN1Y-LC(2)美的1.8%0.5%384839041.4%KFR-35GW/dLC45-130(2)格兰仕1.7%-0.3%1899209910.5%KFR-35GW/EF11S3海信1.7%-0.4%31222593-16.9%KF-35GW/SFD+3奥克斯1.6%-7.6%217922041.1%KFR-26GW/BP2DN1Y-IF(3)美的1.6%0.2%28452642-7.1%KFR-35GW/03GJC12-DS海尔1.4%1.1%29352580-12.1%KFR-26GW/BP3DN1Y-LC(2)美的1.3%0.5%350737476.8%KFR-25GW/d03-A2C-70Y5月兔1.3%0.1%149914990.0%KFR-51LW/DY-IF(R3)美的1.3%0.5%4307446