超级大满贯

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步入调整阵痛期的厨电市场凸显四大看点

   2019NIAN,QUANGUOXIAOFEISHICHANGCHIXUFANGHUAN,ZHENGGEJIADIANXINGYEFAZHANYUZU。

  《2019NIANZHONGGUOJIADIANXINGYESANJIDUBAOGAO》XIANSHI,2019NIANSANJIDU,GUONEISHICHANGXIAOSHOUE1745YIYUAN,TONGBIZENGZHANGLV-4.2%。ZAIZHONGDUOJIADIANPINLEIZHONG,SHENGHUODIANQISHIXIANLE1.1%DEZENGZHANG,CAIDIAN、KONGDIAO、BINGXIANG、XIYIJI、CHUWEIDIANQIDOUCHENGXIANBUTONGFUDUDEXIAHUA。DANGEPINLEIYOUCUNZAIBUTONGDETEDIAN:CAIDIANCHANPINJUNJIAYUGUIMOXIAHUA,CHICUNHEJISHUSHUANGSHENGJI;KONGDIAOCHANPINSHICHANGJINGZHENGJILIE,JUNJIAHEGUIMOSHUANGSHUANGXIAHUA;BINGXICHANPINJIEGOUSHENGJIWEICHIGUIMOXIANGDUIWENDING;ERCHUWEIDIANQISHICHANGZAOYUBINGDIAN,DANTONGSHICUNZAI“REDIAN”。

超级大满贯  JIEXIALAI,JIURANGWOMENYIQILAIPANDIANXIA2019NIANCHUDIANXINGYEDOUCUNZAINAXIE“REDIAN”BA!

摄图网_500798016

  “智能圈”越画越大

  ZAICHUDIANSHICHANGCONGLANHAIZHUANXIANGHONGHAIDEDABEIJINGXIA,YUELAIYUEDUODECHUDIANQIYEJIEHEZHINENGHUAJISHU,FUYUCHUFANGSHENGHUOGENGDUODEZHINENGHUAYUANSU,RIQIANHUADIGUFENFABUDEZHINENGHUAQUANCHANGJINGKONGZHIXITONGVCOO,GENGSHILINGWEILAICHUFANGCHONGMANZHEXIANGXIANGKONGJIAN。

  JUZHONGGUOJIAYONGDIANQIYANJIUYUANLIANHEQUANGUOJIAYONGDIANQIGONGYEXINXIZHONGXINDEBAOGAOXIANSHI,DAO2020NIAN,WOGUOBAISEJIADIANZHINENGHUAJIANGDADAO45%,SHENGHUODIANQIZHINENGHUAJIANGDADAO28%,CHUFANGDIANQIDEZHINENGHUALVJIANGDADAO25%。TONGGUOZHEIYISHUJU,WOMENYEKEYIKANDAOCHUDIANCHANPINDEZHINENGHUA,SUIRANQIBUJIAOWAN,DANYEYIJIBENZHUIPINGLESHENGHUODIANQI,WEILAIDECHUDIANZHINENGHUAQUSHI,YEJIANGJINYIBUXIANXIAN。

  ERWEILAIDECHUFANGHUIJINHUACHENGSHENMEYANGZI?QIANGDIAOCHANGJINGHUADECHUFANGKONGJIANCHANPIN,SHIFOUZHENDENENGDAPOCHUANTONGCHUFANG,JIWOMENDESHENGHUODAILAIBIANGE?ZHEIKONGPAXUYAOJIAOJISHIJIANLAIKAOYAN。KEYIKENDINGDESHI,RUHECONGXIAOFEIZHEDEXUQIUCHUFA,TONGGUOJISHUCHUANGXINSHIXIANTIYANGENGYOUDECHANGJING,SHIQIYEZAIZHEICHANGKEJIJINGZHENGZHONGTUWEIDEGUANJIAN。

摄图网_500594545

  节省空间成厨电新关键词

  JINJINIAN,YOUYUFANGJIADESHANGZHANG,SHIDEFANGZIYUELAIYUEXIAO,CHUFANGDEKONGJIANYESUIZHISUOSHUI,HELILIYONGKONGJIANCHENGWEIXIANDAIRENBIXUXUEHUIDEJINENG。ZAIZHEIGEBEIJINGXIA,SHOUYIYUMEIGUANXIEDIAO、JIESHENGKONGJIANDENGYOUSHI,QIANRUSHICHUDIANDESHICHANGXUQIUYURIJUZENG,BEIYUELAIYUEDUODEQIYESUOZHONGSHI。

  YIXINXINGPINLEIZHENGKAOYITIJIWEILI,JINNIANSHANGBANNIAN,GUONEIXIANSHANGQIANRUSHICHUDIANSHICHANGDELINGSHOUEFENEZHONG,ZHENGKAOYITIJIDEZHANBIYIGAODA56.1%。AOWEIYUNWANGYUCEQIANRUSHIFUHEJIDEXIAOSHOUEJIANGDA29.2YIYUAN,TONGBIZENGZHANG26.2%,XIAOLIANG51.8WANTAI,TONGBIZENGZHANGGONG32.8%。

  事实上,嵌入式厨电市场的强势表现并非偶然。在消费升级的大趋势下,尤其在市场趋于饱和,房地产遇冷导致潜在市场增量不足的情况下,中国厨电市场一直在寻求高端转型,向着健康化、品质化、个性化方向探索。而嵌入式成套化厨电既能满足中国家庭的厨房中厨电与橱柜的一体化装修风又能满足很多家庭一次性集中购买、统一设计的便捷性,被视为既可以在增量市场蓬勃发展,过渡到存量市场也能大放异彩的产品。

超级大满贯  ArdaANDEDIANQIDONGSHIZHANGHUZHONGHUAICENGZAIJIESHOUJIZHEDECAIFANGZHONGBIAOSHI,ZHONGGUOQIANRUSHICHUDIANSHICHANGZHENGZAIBURUZHONGGAOSUZHENGZHANGQI,ZAICHUANTONGCHUFANGSANJIANTAOZENGSUFANGHUANDEDABEIJINGXIA,QIANRUSHICHUDIANCHANPINZHENGZAICHENGWEIDAIDONGZHENGTISHICHANGBAOZENGZHANGDEXINYINQING。

超级大满贯  CHUCIZHIWAI,JICHENGHUACHANPINZAI2019NIANDUYEBAOFACHUJINGRENDECHENGZHANGSUDU,CHENGWEICHUDIANSHICHANGDEYIPIHEIMA。

  ZHONGYIKANGTUIZONGSHUJUXIANSHI,YUJI2019NIANQUANNIANJICHENGZAOXINGYESHICHANGGUIMOJIANGDADAO209.8WANTAI,LINGSHOUEDADAO161.5YIYUANBINGTONGBIZENGZHANG25%。ZUOWEICHUDIANXINXINGXINGYE,JICHENGZAOSHANGCHUCHENGZHANGQI,SHICHANGCANYUZHESHULIANGCHIXUPANSHENG,XUDUOCHUANTONGDECHUDIANZHULIUPINPAIYEZAILUXUJINRUJICHENGZAOSHICHANG,CHULEJIADIANJUTOUHAIER、MEIDEJINRUYIWAI,LAOBANDIANQITONGGUOSHOUGOUJINDI、HUADIZIPINPAIBAIDEJINRUJICHENGZAOSHICHANG,CIWAIHAIYOUSHUAIKANG、AOKESI、KANGJIA、MEILING、WANJIALEDENG。DIZAOZHEZHANXIANTIANYOUSHI,HOUQIZHIXIUFENQIZHIZHUI,WAIBULONGTOURUCHANGBUJU,JICHENGZAOSHICHANGZHENGYINGLAIQIPENGBOFAZHANDECHUNTIAN,GENGYOUZUOWEIWEILAIZHONGGUOCHUDIANHEXINCHANPINDEQIANGDAQIANLI。

摄图网_401105282

  “一人份”家电成2019厨房新秀

超级大满贯  JINNIAN,YUELAIYUEDUODE“YIRENFEN”JIADIANCHUXIANZAIDIANQISHICHANG。GENJUTIANMAOGUANFANGSHUJUXIANSHI,2019NIAN“SHUANGSHIYI”QIJIAN,“YIRENFEN”CHUFANGDIANQIDETONGBIZENGSUSHICHUFANGDIANQIZHENGTIZENGSUDE2BEI,GONGJISHOUCHU230WANJIANMINICHUFANGDIANQI,QIZHONGBEI、SHANG、GUANG、SHENDENGYIXIANCHENGSHIDIDEXIAOLIANGZHANBIDADAO18%。JUAOWEIYUNWANG(AVC)JIANCESHUJUXIANSHI2019NIANLEIJI11YUE,DIYU21SHENGDEXIAOXINGWEIBOLUXIANXIASHICHANGFENEZHANBIDADAO33.4%,TONGBIQUNIANSHANGZHANG4.4%;DIYU3SHENGDEXIAOXINGDIANFANBAOXIANSHANGSHICHANGFENEZHANBI14.7%,TONGBIQUNIANSHANGZHANG2.3%。

  XIAOMIMIJIADEPINPAIFUZERENBIAOSHI,DANGXIAOFEIZHEJUYOUGENGGAODESHENMEIBIAOZHUNHEXIAOFEINENGLISHI,JIUHUIGENGQINGXIANGYUGOUMAIFUHEGEXINGHUAXUQIUDEJINGZHICHANPIN,LAIZHANGXIANGEXINGHESHENGHUOTAIDU。“YIRENFEN”JIADIANREXIAOJIUSHIZHEIZHONGXIAOFEISHENGJIQUSHIDEJUTITIXIAN。

  “WOMENFAXIANXIAORONGLIANG、GAOYANZHI、YICAOZUO、YISHOUNADECHUFANGXIAODIANQIJINNIANLAIHENSHOUHUANYING,QIESHIYONGCHANGJINGBUDUANFENGFU,CONGCHUFANGDAOKETING,CONGBANGONGSHIDAOJIUDIAN,CONGJUJIADAOLVXING。”JIUYANGDIANSHANGZHONGXINCHANPINYUNYINGZONGJIANPANZHIFENGSHUO,SHUNYINGXIAOFEIZHEPIANHAODEBIANHUA,JIUYANGTUICHULEYIXILIE“YIRENSHI”CHANPIN,QIECHANPINPINLEIHAIZAIBUDUANKUOZHAN。

  YENEIRENSHIRENWEI,ZHEIZHONGXIANXIANGHUISUIZHEDANSHENRENSHIXUQIUDEZENGDUOERGENGJIASHENGXING。ZAIGUOWAIYIXIEJINGJIFADACHENGSHI,ZHEIZHONGDANSHENXIAOFEIXIANXIANGYIJINGSHIFENXIANZHU。WEILAI,SUIZHEGUONEIJINGJIDEBUDUANFAZHAN,CHUANTONGGUANNIANDEGAIBIAN,‘DANSHENDIANQI’、DANRENCANTINGDENGJIANGYUELAIYUEPUBIAN,ZHEIXIEXINQIYOUQUDESHENGHUOFUWUSHESHIWEILAIKENENGYEZAIWOGUOSHOUHUOBUXIAODESHANGYEJIHUI。

摄图网_500456615

  借“直播卖货+社交电商”突围

  SUIZHEXINSHIDAIDIANZISHANGWUXIANGDUOYUANHUAFANGXIANGFAZHAN,ZHIBOMAIHUO,SHEJIAODIANSHANGZHENGZAICHENGWEIDIANSHANGXINFENGKOU,CHUFANGJIADIANCHANPINYOUYUMIANANZHUANG、TIJIXIAO、DANJIADI,JIUCHENGWEIZHIBOYIJISHEJIAODIANSHANGMAIHUODEYOUXUANSHANGPIN。BIRUZAI2019NIAN,BIANXIESHIJIAOBANBEI、DUOGONGNENGGUO、ZAOCANJI、POBIJI、MIANTIAOJICHENGWEIXIAOJIADIANLIWANGHONGDAIHUODECHONGER。

  WANGHONGZHIBODAIHUOZHISUOYINENGHUO,ZAIYUQIZHUAZHULENIANQING、XIACHENSHICHANGXIAOFEIZHEYILAIYUYINDAODEQUSHI。DIAOCHABAOGAOXIANSHI,90HOU、00HOUCHENGWEIYIDONGGOUWUXINGYEDEHEXINQUNTI,ZHANBICHAOSICHENG,TAMENGOUWUYUWANGQIANGLIE,YISHOUDAOYOUDAO、CHANSHENGCHONGDONGXIAOFEI,XIANSHANGXIAOFEINENGLIMINGXIANGAOYUQUANWANGZONGTI。

  ZHUBODAIHUODEHUOBAORANGHENDUOMINGXINGYEMANMANXIACHENDAOZHIBODAIHUOSHICHANG,DANXUYAOZHUYIDESHI,ZHIBODAIHUOWANGWANGCHANPINSHISHISHIZHANSHI,SUOYIJIQIKAOYANZHUBODEGERENZONGHESHILI、CAIYISHUIPING、XINLISUZHIDENG,TONGSHI,GENGKAOYANQIYEDECHANPINFANGYINGXIAOHEGONGGUANNENGLI。

  早前,在淘宝拥有千万粉丝的“口红一哥”李佳琦在直播一款不粘锅产品时遭遇了“翻车”事故。在直播中,在助手演示煎蛋时粘锅时,李佳琦发现情况不对后,从助理手中接过锅铲,百万级顶流直播网红的素养驱动下,他反复强调“它不粘哦,它是不粘的”——但鸡蛋仍躺在那,一动不动。虽然事后品牌方回应称直播所涉及产品符合国家标准,并指出某些做法会引起不粘锅烹饪时发生粘锅现象,但消费者对此并不买账。

  可以预见,随着5G网络的普及完善,以及AR/VR技术的逐渐成熟,网络直播带货未来可能仍会保持强劲增长。但是,直播带货行业要想尽快步入正轨,则需要包括带货主播、品牌商家和电商平台之间形成一股合力,共同来加强监督和平台管理。


SAOYISAO,ZUIXINZUIREJIADIANXINGYEDONGTAI,QUANWEISHUJU、ZHUANJIAGUANDIAN、XINWENREPINGJINZAIZHANGWO。WEIXINSOUSUO“SHANGHAIJIADIANWANG”/“shjiadian”JIKEGUANZHU,QIDAININDEDIANZANHUOPAIZHUAN!

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