2023年H1刚需厨电总结：如流水行云日进而不已

2023H1厨卫刚需品类市场总结（烟灶、热水器）奥维云网(AVC)厨卫事业部2022年6月一、整体市场规模：刚需基本面支持韧性，烟灶稳步回升，热水器增速超过前年2019-2023H1厨卫刚需品类市场零售额走势零售额（亿元）同比10.9%4.2%4.1%3.9%4.7%2.0%1.7%0.0%0.7%-3.0%-4.1%-6.3%-5.9%-7.0%-5.8%-7.5%-9.3%-11.1%-11.0%-11.1%-10.5%-11.6%-11.8%-13.7%-15.6%1167

1032

1053937468352319333296149200188191170823032612542241083122632762471292019

2020

2021

2022

2023H1合计2019

2020

2021

2022

2023H1烟机2019

2020

2021

2022

2023H1灶具2019

2020

2021

2022

2023H1电热2019

2020

2021

2022

2023H1燃热www.avc-m数据来源：奥维云网（AVC）推总数据

-3-品牌：存量淘汰赛开启，头部品牌集中度提升促进产业升级2019-2023H1分品类线上TOP3品牌份额集中度变化

2019-2023H1分品类线下TOP3品牌份额集中度变化19H1

20H1

21H1

22H1

23H172%70%

69%76%

74%19H1

20H1

21H1

22H1

23H170%67%

65%

65%

64%62%

63%66%

67%

67%60%

60%65%

65%

66%52%

53%

56%

53%57%58%58%43%41%47%

51%45%

49%

50%50%41%

42%38%

38%

38%烟机灶具电热燃热烟机灶具电热燃热2019-2023H1分品类线上TOP5品牌份额集中度变化

2019-2023H1分品类线下TOP5品牌份额集中度变化19H1

20H1

21H1

22H1

23H181%

81%79%87%

83%19H1

20H1

21H1

22H1

23H182%

81%

81%

82%85%74%

74%75%77%74%76%76%

75%76%76%69%

70%71%68%74%68%71%

71%

71%71%72%64%

64%68%

70%62%62%57%56%55%烟机灶具电热燃热烟机灶具电热燃热www.avc-m数据来源：奥维云网（AVC）监测数据

-4-渠道：多数品类继续向线上转移，下沉量级再进一步2023年H1厨卫刚需品类线上线下销额占比走势2023年H1厨卫刚需品类下沉市场网批量及同比油烟机燃气灶网批量（万台）同比线上占比线下占比59%线上占比线下占比57%73%71%25.0%67%65%20.4%62%60%57%43%56%44%2.3%1.1%43%41%40%38%35%33%29%27%184.020192020202120222023H120192020202120222023H1电热燃热67%线上占比线下占比56%线上占比线下占比55%75%65%54%46%61%49%51%47%53%53%47%50.8燃热44%45%39%33%35%20.4烟机17.9灶具25%20192020202120222023H120192020202120222023H1电热www.avc-m数据来源：奥维云网（AVC）推总数据；下沉数据来源：天猫优品、苏宁零售云

-5-二、分品类市场油烟机：主流款式拉动整体向高端升级，趋势款线上价格下探向腰部集中2021-2023H1油烟机分价格段零售额占比走势主流款式&趋势款式分价格段零售额占比走势T型线上23H1T型线下23H1价格段999-22H17%同比1%价格段1999-22H15%同比0%999-1000-14992500-29991500-19993000+1999-2000-29995000-59993000-39996000+8%28%41%14%8%5%2000-24994000-49991000-19992000-29993000-39994000-49995000-59996000+30%49%9%-2%-8%5%2000-29993000-39994000-49995000-54995500-59996000+14%22%24%13%9%15%25%24%14%8%-1%-3%0%17%18%19%18%19%20%19%21%26%3%5%-1%1%26%27%1%1%0%0%1%0%14%9%4%近吸式线上近吸式线下价格段999-23H114%22%38%19%5%22H116%30%38%11%3%同比-1%-8%0%价格段1999-23H122H1同比20%16%8%8%-1%25%16%1000-19992000-29993000-39994000-49995000-59996000+2000-29993000-39994000-49995000-54995500-59996000+12%19%16%9%12%19%19%9%1%0%20%20%14%8%-3%0%17%19%2%1%1%0%8%7%1%14%17%0%1%-1%27%26%1%19%16%13%13%超薄低吸线上超薄低吸线下17%11%16%13%价格段999-23H12%22H1同比2%价格段1999-23H122H1同比0%5%0%2%6%0%2%0%0%11%6%1000-19992000-29993000-39994000-49995000-59996000+2%-4%10%2%2000-29993000-39994000-49995000-54995500-59996000+14%28%39%8%18%37%6%6%0%13%7%5%10%6%2%8%2%7%-1%-3%-4%21H122H123H121H122H123H114%7%5%8%8%11%72%线上线下28%-21%68%数据来源：奥维云网（AVC）监测数据-7-油烟机：大风量、变频向“标配”靠拢，低噪仍有空间，并带来溢价机会21m³/min及以上的产品零售额结构走势700Pa及以上的产品零售额结构走势50dB及以下的产品零售额结构走势线上线下线上线下线上线下77%76%38%22%62%40%66%65%52%29%14%53%50%23%22%10%37%21%10%32%24%22%2%21%22%13%9%13%1%8%19H119H11539539820H120H11476528821H121H11756499822H122H12027498723H123H12083495619H119H12669663720H120H12587623021H121122H12889576523H123H12869566119H119H11102329220H120H11063358521H122H123H123H119555077均价线上线下均价线上线下均价线上线下21H122H11316448518554815数据来源：奥维云网（AVC）监测数据-8-燃气灶：结构升级趋势更明显，线上与烟机的“1:2”均价比再度被打破2019-2023H1线上油烟机3K+、燃气灶1.5K+额占比走势2019-2023H1线下油烟机6K+、燃气灶3K+额占比走势烟机线上3000+灶具线上1500+烟/灶均价比烟机线下6000+灶具线下3000+烟/灶均价比46.9%34.1%2.062.072.072.072.0639.7%1.942.1938.6%1.9129.2%2.0126.8%1.8724.2%20.4%21.7%26.1%26%19.0%16.6%18.1%15.8%21.1%20.3%17.8%18.1%12.7%201920202021202223H1201920202021202223H1数据来源：奥维云网（AVC）监测数据-9-燃气灶：大火力是基础，高热效率快速升级，便捷使用属性受到关注2019-2023H1燃气灶主要属性额占比走势线上线下65.1%51.0%56.0%线下均价线上均价358538.8%23.2%34%41%30.6%1719164019.5%22.7%15.2%18.2%9196542248.1%5.3%单灶眼双灶眼多灶眼5.0KW及以上65%及以上多灶眼定时防干烧可调节底盘暂非选购刚需，可做溢价点存量换新，用户购买倾向高标配大火力，高热效率增速加快多眼灶支撑溢价，定时向智能化发展数据来源：奥维云网（AVC）监测数据

-10-燃气灶：行业新品聚集中高端，线下新品发力明显2019-2023年H1燃气灶新品零售额贡献率2023年H1新品分价格段销额份额表现线上线上线性(线上)7.5%499-500-9992500+1000-14992500-29991500-1799≥30001800-19997.0%2000-24995.9%5.7%2023H12022H12021H13.5%0%10%20%30%40%50%60%70%80%90%100%2019H12020H12021H12022H12023H18.9%线下线下线性(线下)1499-1500-19992000-24992500-29993000-34993500-39994000+2023H12022H12021H16.3%4.6%2.5%1.7%0%10%20%30%40%50%60%70%80%90%100%2019H12020H12021H12022H12023H1-11-数据来源：奥维云网（AVC）线上监测数据电热：结构升级到达加速期，大容积产品趋势回归2019-2023H1电热分价格段零售额占比走势2023H1电热分容积零售额占比及变化23H1同比0.9%2.1%1.1%1.5%1.2%0.9%1.7%1.7%1.3%1.5%1.9%1.6%1.7%2.3%1.2%2.6%3.9%2.7%3.4%2.9%4.4%3.2%3.5%14.9%15.2%16.2%4500+5.8%0.2%20.5%20.7%5.4%9.6%7.0%-1.2%61.3%7.7%7.8%5.7%8.3%4000-44993500-39993000-34992500-29992000-24991500-19991000-1499500-999-3.2%8.0%6.7%6.8%7.3%6.2%12.1%11.3%31.0%7.2%9.8%9.1%9.5%9.7%8.7%14.5%10.1%17.9%80L13.2%13.6%50L6.0%40L8.4%11.1%12.2%10.2%10.5%10.6%60L23.9%12.7%13.0%12.7%10.5%8.3%9.6%8.6%24.3%22.9%2023H1电热分容积零售额占比及变化20.8%11.7%13.5%11.0%10.7%11.3%23H1同比8.2%12.1%11.8%13.2%39.9%33.9%35.3%33.6%30.7%73.5%0.1%15.1%-1.6%14.3%13.4%10.4%-6.2%10.2%12.7%80L≤49910.7%19H111.4%20H11.7%40L9.4%22H19.1%23H17.2%20H16.3%21H17.8%22H16.8%23H15.6%19H150L60L21H1线上线下数据来源：奥维云网（AVC）监测数据

-12-电热：扁桶款、中高功率款价格普降，推动其稳步迭代2022-2023H1线上电热扁桶款分价格段销额占比及变化2019-2023H1线上主销功率段均价变化22H123H111.5%23H1同比3200W26703300W2.6%-14.0%56.1%2294202720311977194642.1%32.8%204921H122.5%25.1%21.4%166420H1150422H1136923H12000-2000-30003000+19H12022-2023H1线上电热扁桶款分价格段销额占比及变化2019-2023H1线下主销功率段均价变化22H123H18.5%23H1同比3200W28523300W0.5%-9.1%71.0%24982263251321872409227061.9%22702215233218.7%

19.2%4000-18.8%10.3%4000-45004500+19H120H121H122H123H1数据来源：奥维云网（AVC）监测数据

-13-燃热：线上迎来更快的升级期，16L、18L大升数产品助推价值提升2019-2023H1燃热分价格段零售额占比走势2023H1线上主销升数段均价同比情况12L

13L

16L

18L1.6%2.0%1.4%2.3%2.8%1.6%2.3%3.0%2.4%2.7%2.9%2.2%4.9%4.1%3.0%2.2%4.1%11.3%≥60002.9%16.8%8.9%16.0%9.7%3.4%18.7%12.4%20.5%12.8%19.1%14.8%5.7%5.3%7.5%5.0%5000-59994500-49994000-44993500-39993000-34992500-29992000-24991500-19991000-1499999-7.7%6.3%5.2%8.8%8.6%8.4%9.7%9.9%11.2%12.3%7.0%6.9%8.8%7.1%12.3%12.2%8.4%7.6%12.5%8.9%7.1%9.4%-2.1%9.4%7.4%16.6%-4.2%9.2%13.7%14.7%12.4%9.2%12.3%13.5%13.1%9.4%16.3%17.3%10.1%8.6%2023H1线下主销升数段均价同比情况15.7%13.2%10.4%13.7%10.8%8.8%8.8%12.0%8.0%12L

13L

16L

18L13.6%9.2%13.6%8.4%13.8%7.6%22.3%16.5%16.7%15.4%10.9%7.9%-1.5%-2.4%-4.5%22.4%20H19.7%5.2%20H18.4%4.7%19H17.8%4.1%21H17.9%4.0%22H116.7%22H115.0%19H16.7%3.7%13.5%23H121H123H1-16.7%线上线下数据来源：奥维云网（AVC）监测数据

-14-燃热：16L非零冷水独当一面，水伺服恒温形成更有力的支撑点2019-2023H1燃热线上升数及零冷水细分市场销额占比走势2023H1燃热线上TOP20机型恒温功能分布19H1

20H1

21H1

22H1

23H142.4%33.5%其他，5个30.0%26.7%22.4%19.5%30.7%

30.5%26.8%27.1%24.4%水气双调，7个23.5%17.8%17.5%5.7%1.1%3.1%2.6%2.1%1.8%13L零冷水13L非零冷水16L非零冷水16L零冷水水量伺服器，8个2019-2023H1燃热线下升数及零冷水细分市场销额占比走势

2023H1燃热线上新品TOP20机型恒温功能分布19H1

20H1

21H1

22H1

23H1其他，3个36.3%32.6%31.9%30.5%水气双调，7个28.6%26.3%28.8%24.9%26.7%23.2%25.5%22.6%20.3%17.4%13.4%4.1%4.9%4.9%3.1%1.4%13L零冷水水量伺服器，10个13L非零冷水16L非零冷水16L零冷水数据来源：奥维云网（AVC）监测数据

-15-四、趋势洞察趋势1：绿色低碳深入人心，节能理念影响用户选择，也带动行业升级2023H1热效率≥65%燃气灶零售额占比变化一级能效电热产品零售额占比变化线上同比增长5.7%线下同比增长5.9%线上增速线下增速13.4%24.2%6.6%2.3%-0.4%-2.8%74.2%44.0%-8.6%52.3%66.5%72.4%72.3%＜63%

≥63%,＜65%

≥65%热销机型58.7%57.3%67.9%＜63%

≥63%,＜65%

≥65%2021H12022H12023H12021H12022H12023H1线上品类均价1102元一级能效均价1483元线下品类均价2143元一级能效均价2540元渠道火力段热效率JZT/Y-57B2DJZT/Y-57B0XJZT/Y-TH29BJZT/Y-TH27BJZT/Y-57B1KJZT/Y-57B5XJZ(Y/T/R)-9B312JZT/Y-02-HE01CBJZT/Y-TH7B5.0KW及以上5.0KW及以上5.0KW及以上5.0KW及以上5.0KW及以上5.0KW及以上5.0KW及以上5.0KW及以上4.3KW-4.9KW4.3KW-4.9KW5.0KW及以上5.0KW及以上63%63%65%65%63%68%70%73%63%64%64%75%线上、线下热销新品机型均为1级能效EC6003-BK3KU1F8033-MP3(HE)一级一级一级一级一级一级一级一级一级一级EWH-60HGMWIF60-33NQ3(HE)一级一级一级一级一级一级一级一级一级一级线上DSZF-BT-B22-40LF6033-JE8(HE)60Q1EWH-80HGMWIES60H-RA5K(AD)U1F60-33DG9(HE)CFBS6-6050EC8003-BK3U1F6022-ZK3S(HE)F6033-JE5(HE)EC6002-JH7U1DSZF-BT-B22-60LES60H-GD7(2A)U1F60-33DQ5(HE)EWH-60HGMAI线下JZT/Y-7B031JZY/T/R-02-HA7BJZT-JEZ8F60-22N5(HE)-17-数据来源：奥维云网（AVC）线上监测数据趋势2：智能化是当下家电消费热门趋势，产品升级势必要跟上热潮销额占比新品销额96%96%98%40.3%电热AI新品燃热AI新品电热AI新品燃热AI新品线上线下-18-数据来源：奥维云网（AVC）线上监测数据趋势3：减少功能以外的嘈杂，创造静谧空间，让烹饪、洗沐成为享受2021-2023H1油烟机低噪（≤50dB）产品销额占比及均价走势

燃热一级静音产品销额占比及品牌占比n

销额占比n

品牌数&销额占比30.9%27.1%线上品牌数9.30%线下品牌数9.70%线上占比线下占比11.10%24.0%20.1%4.40%18.1%3.10%2.10%15.4%11.8%9.3%20212022H12022H22023H120212022H12022H22023H1113385线上线下量价齐202120222023H1线上一级静音品牌占比线下一级静音品牌占比≤50dB均价

整体均价5077410849154002481539274613小米0%小米增万家乐7%1%美的COLMO

9%3%3733A.O.史密斯48%1955185519581604美的38%14761634155120211596A.O.史密斯88%2022H12022H22023H120212022H12022H22023H1华帝

东芝5%

0.4%COLMO1%线上线下-19-数据来源：奥维云网（AVC）线上监测数据趋势4：刚需品类外观显著提升，走向美学与技术并重的包豪斯时代2023H1趋势形态产品零售额增速&均价表现多家品牌打破传统力求差异化外观线上增速1.9线下增速线上趋势款/行业整体均价比线下趋势款/行业整体均价比2.11.71.91.31