【家电报告】2023H1厨卫品需品类市场总结：未及预期但后势可期

规模：整体呈“V”字反弹，但增长未达预期规模：整体呈“V”字反弹，但增长未达预期2019-2023年H1品需厨电市场零售额走势0% -10.6%-8.8%-6. -18.7% 24.0%25.3%0% -10.6%-8.8%-6. -18.7% 24.0%25.3%05.5% -1.3%0.9% -9.6%-12.4% -3.3%-19.7%14.4% 2.9%6.3%11.2%9.8%4.9% -9.4%-10.3%7.6%-2.4%-4.9% -22.7%24.0%25.3%0 24.0%25.3%0 -1.3%0.9% -9.6%-12.4%5.5%0% -10.6%-8.8%-6. -3.3%-19.7% 14.4% 2.9%6.3% -9.4%-10.3%11.2%9.8%4.9% -18.7% 7.6%-2.4%-4.9% -22.7%2019-2023年H1品需厨电市场零售额走势201920202021202223H1201920202021202223H1线上占比线下占比线上占比线下占比201920202021202223H1201920202021202223H1线上占比线下占比线上占比线下占比净水器嵌入式复合机洗碗机消2019-2023年H1洗碗机零售额渠道占比变化2019-2023年H1嵌入式零售额渠道占比变化2019-2023年H1洗碗机、嵌入式分渠道零售额同比走势2023年H1品需厨电下沉市场网批量及同比0-19995000-59999000-99992000-29996000-699910000-109993000-39997000-799911000+4000-49998000-8999%% % %0-19992000-29993000-39994000-49995000-59996000-69997000-79998000-90009000-10000≥10000结构：行业结构升级带动品类整体均价上行0-19995000-59999000-99992000-29996000-699910000-109993000-39997000-799911000+4000-49998000-8999%% % %0-19992000-29993000-39994000-49995000-59996000-69997000-79998000-90009000-10000≥10000高端：独立运行，更专业，更高效上洗下消上蒸下蒸烤微蒸烤炸（炖）洗消烘（除）存（护）产品：理性消费下，消费者的天平向高“质价比”倾斜高端：独立运行，更专业，更高效上洗下消上蒸下蒸烤微蒸烤炸（炖）洗消烘（除）存（护）质价比：一机多用，更划算质价比：一机多用，更划算21212223H1212223H12021-2023年H1洗碗机品牌类型占比变化60.9%39.1%67.8%32.2%73.0%27.0%55.3%44.7%54.0%46.0%54.7%45.3%60.9%39.1%67.8%32.2%73.0%27.0%55.3%44.7%54.0%46.0%54.7%45.3%线上2021线上20222023H1线下2021线下20222023H12021-2023年H1嵌入式品牌类型占比变化78.8%21.2%83.8%16.2%87.8%12.2%66.1%33.9%67.7%32.3%68.5%31.5%78.8%21.2%83.8%16.2%87.8%12.2%66.1%33.9%67.7%32.3%68.5%31.5%线上2021线上20222023H1线下2021线下20222023H12021-2023年H1洗碗机线上CR5占比及在售品牌个数变化72%72%73%71%2021-2023年H1嵌入式线上CR5占比及在售品牌个数变化79%81%82%价机会点一：母婴细分市场的潜力不容小觑价AVALLVIEWCLOUD05000450040003500300025002000150010005000 高颜值 更安全 母婴专属空间 母婴专属模式机会点二：厨房能否迎来自己的多巴胺搭配公式AVALLVIEWCLOUD厨房搭配美学能否进一步升级？厨房搭配美学能否进一步升级？2.0%2.1%.1.4%.1.5%.1.4%.1.3%1.3%1.1%1.0%1.1%1.0%1.0%0.9%0.7%0.6%0.6%0.7%0.7%○0.2%0.0%220122022203220422052222012202220322042205220622072208220923012302230323042305230623.0323.04油烟机燃气灶.消毒柜洗碗机嵌入式微蒸烤集成灶电热燃热净水器250002023厨房大家电各品类全渠道零售额预测（亿元）2023年厨房大家电各品类全渠道零售量预测（万台）2023年预测：整体实现稳中向好的复苏态势油烟机燃气灶.消毒柜洗碗机嵌入式微蒸烤集成灶电热燃热净水器2500