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“肺炎疫情”对集成灶线上市场冲击几何?

      之前我们通过多篇报告已经详细论述了在疫情影响下主流厨电品类的市场表现。那么针对新兴的集成灶市场,在品类表现上面是否会有所不同?本文将结合2020年1月线上集成灶市场进行解读。

  (1) 量涨额跌,线上市场更多受到价格段下沉的影响

  JUAOWEIYUNWANG(AVC)JIANCESHUJUXIANSHI,2020NIAN1YUEXIANSHANGJICHENGZAOLINGSHOULIANG1.64WANTAI,TONGBIZENGZHANG7.4%。DANTONGSHILINGSHOUEJIN0.94YIYUAN,TONGBIXIADIE16.9%。ZHUIXUNZHEIZHONGXIADIEDELAIYOU,WOMENFAXIANJUNJIADEDAFUXIAHUASHIQIZHUYAOYINSU,KEYIKANDAO1YUEXIANSHANGJICHENGZAOJUNJIAJIN5754YUAN,TONGBIDAFUXIAHUA22.6%。

超级大满贯  SHOUJIAGEDUANXIACHENDEYINGXIANG,ZAI5000-6000DUANZHENGTICHANPINDEJINGZHENGLIDEDAOXIANZHUZENGQIANG,ZAI1YUEXIANSHANGSHICHANGJIAGEDUANZHANBIZHONGDADAO17.5%,TONGBIZENGZHANG10.8%。ERCHUANTONGJICHENGZAOCHANPINTOUFANGDEHEXINJIAGEDUAN7000-8000DUANTONGBIXIAHUA2.4%,1YUEXIANSHANGZHANBIJINYOU11.0%。WEILAIXIANSHANGSHICHANG,JIANGHUIYOUGENGDUODEJICHENGZAODANPINXIATANDAO6000YIXIAYISHIDINGJU。

  (2) 烟灶蒸稳定,蒸烤一体迅速崛起

  CONGPINLEIBIAOXIANSHANGKAN,“ZHENG”GONGNENGBIAOXIANYIJIUYANXUQUNIANDEREDU。JUAOWEIYUNWANG(AVC)XIANSHANGJIANCESHUJUXIANSHI,YANZAOZHENGSANHEYIGONGNENGJICHENGZAOCHANPINLINGSHOUESHIZHAN25.2%,TONGBISHANGZHANG0.6%。LINGSHOULIANGSHIZHAN18.0%,TONGBISHANGZHANG1.5%。YANZAOZHENGSANHEYIGONGNENGJICHENGZAOCHUYULIANGETONGZENGDESHANGSHENGTONGDAO,ZAIGUIBIJIAGEZHANSHANGMIANSHIDANGXIAJIWEIBUCUODEXUANZE,WEILAIJIANGYANXUQIANGJINGDEFAZHANSHITOU。

超级大满贯  FANGUANCHUANTONGDEYANZAOXIAOPINLEI,ZI2019NIANSHI,QIFENECHIXUXIAHUA。2020NIAN1YUEXIANSHANGLINGSHOUESHIZHAN51.3%,TONGBIXIAHUA14.2%。LINGSHOULIANGSHIZHAN58.0%,TONGBIXIAHUA14.4%,ZAIJUNJIABIAOXIANSHANG,YANZAOXIAOGONGNENGCHANPIN1YUEJUNJIA5092,JUNJIADAFUXIAHUA24.4%。ZHENGTICHUYULIANGEQIDIEDEXIAXINGQUSHI。MUQIANLAIKAN,YANZAOXIAOCHANPINBINGWEIZAIYIQINGYINGXIANGXIACHUXIANFANDAN,ZAIJILIEDEJIAGEZHANXIA,ZHANBIDECHIXUSHUAITUI,WEILAIYANZAOXIAOCHANPINTUWEIZHONGDIANZAIYUCHAYIHUAGONGNENGRUZAIQINGXICENGMIANHEGONGYESHEJICENGMIANDETUPO。

超级大满贯  ERZUIWEILIANGYANDEPINLEIZEYAOSHUYUYANZAOZHENGKAOYITILEIJICHENGZAO。JUAOWEIYUNWANG(AVC)XIANSHANGJIANCESHUJUXIANSHI,ZHENGKAOYITIXINGJICHENGZAO1YUEXIANSHANGLINGSHOUESHIZHAN10.8%,TONGBIDAFUZENGZHANG9.2%,LINGSHOULIANGSHIZHAN6.7%,TONGBIZENGZHANG5.7%。ZUOWEIJICHENGZAOPINLEIZHONGKEDANJIADEDINGLIANGZHU,ZHENGKAOYITICHANPINZHIJINRENGSHISUOYOUJICHENGZAOCHANPINZHONGZUIJUYIJIANENGLIDEPINLEI。ZAIZHONGGUOZHENGKAOSHICHANGJIAOYUYUJIACHENGSHUDEQINGKUANGXIA,ZHENGKAOYITIJICHENGZAOYECONGZHONGFENGENG,CONGYIDINGYIYISHANGLAISHUO,ZHENGKAOYITIXINGJICHENGZAODUICHUANTONGQIANRUSHIJITAISHIZHENGKAOCHANPINYEHUIZAOCHENGYIDINGDECHONGJI。ZHEIJISHIJICHENGZAOMIANLINDEJIYUYESHITIAOZHAN。

  (3) 集中度显著下降,线上竞争尚未见分晓

  CONGPINPAIBIAOXIANLAIKAN,XIANSHANGYIZHUDAGAOXINGJIABIDEPINPAIJUEQIDUIZHULIUPINPAIZAOCHENGJIAODACHONGJI。JUAOWEIYUNWANG(AVC)JIANCESHUJUXIANSHI,2020NIAN1YUEXIANSHANGPINPAICR4DADAO29.1%,TONGBI2019NIAN1YUEDAFUXIAHUA16.2%。PINPAIJIZHONGDUDEDAFUXIAHUABEIHOUFANYINGDEYIGESHENKEDESHICHANGLUOJI:XIANSHANGJICHENGZAOSHICHANGRENGWEIXINGCHENGMINGXIANDEPINPAIZHANXING,TONGSHIZHONGDIDUANXIAOFEIQUJIANRENGRANGBAOYOUDALIANGDEQIANZAIXIAOFEIZHE。ZHEIYIDIANYUJICHENGZAODEPUJIZUIZAOQIYUSANSIJISHICHANGYEYOUQIANSIWANLVDELIANXI。

  CONGJUTIPINPAILAIKAN,YUKIDA、RONGFEI、SUOTAISANJIAPINPAIBIAOXIANZUIWEIMINGXIAN。YIYUKIDAWEILI,2020NIAN1YUEXIANSHANGJUNJIAJIN2544YUAN,JUNJIATONGBIDAFUXIAHUA57.8%,QI70LZHENGKAOYITIDANPINE7HUODONGJIAGEZUIDIDAO3880,DUIZHENGTIZHENGKAOYITISHICHANGZHONGZAOCHENGMINGXIANRAODONG。LINGYIPINPAIRONGFEIZAIYANZAOXIAOPINLEISHANGCAIQULEHEYUKIDATONGYANGJIJINDEJIAGECELVE,QIYANZAOXIAODANPINA1ZHUODONGJIADIZHI2280,YIJINGSHIJIEJINYUYANZAOLIANGJIANTAOCANDEJIAGE。JUAOWEIYUNWANG(AVC)XIANSHANGJIANCESHUJUXIANSHI,2020NIAN1YUEXIANSHANGYUKIDALINGSHOUEFENEZHANBI6.9%,TONGBIZENGZHANG5.5%;RONGFEIXIANSHANGLINGSHOUEFENEZHANBI4.4%,TONGBIZENGZHANG4.4%;SUOTAILINGSHOUEFENEZHANBI4.2%,TONGBIZENGZHANG2.7%。ERFANGUANHUOXINGRENSUIRANLINGSHOUEFENERENGJUDIYI,DANSHITONGBIXIAHUA9.5%,ZAIZHONGDUOXINGJIABIPINPAIDEWEIGONGXIA,ZAOQIJICHENGZAOYOUSHIPINPAIRUHETUWEIJIANGCHENGWEIXIAYIJIEDUANSHICHANGDEZHUANZHEDIAN。

  (4) 趋势向好,躬身入局共促市场繁荣

  JUAOWEIYUNWANG(AVC)TUIZONGSHUJUXIANSHI,2019NIANJICHENGZAOSHICHANGLINGSHOUE160.0YIYUAN,TONGBIZENGZHANG30.1%,QIZHONGXIANSHANG27.7YIYUANTONGBIZENGZHANG32.4%;XIANXIA132.3YI,TONGBIZENGZHANG29.6%。SHUANGXIANSHICHANGZENGSUJUNZAI30%ZUOYOU。TONGSHIMEIDE、LAOBANDENGTOUBUCHUDIANPINPAIYEFENFENRUJUJICHENGZAOSHICHANG,GEJIAPINPAIYEZAIMOQUANCAZHANG,XIWANGZAI2020NIANJICHENGZAOSHICHANGSHANGYOUYIFANZUOWEI。CONGSANSIJIDAOYIERJI,CONGZHULIUPINPAIYOUKANGJUDAOCHANGSHI,CONGYANZAOXIAODAOYANZAOZHENG,CONGZUIGAODANJIAMIANQIANGTUPOYIWANDAOWEILAIKENENGCHUXIANDELIANGWANSHENZHISANWANDEJICHENGZAOCHANPIN,2020NIAN,ZHUDINGSHIJICHENGZAOSHICHANGBUPINGFANDEYINIAN。WOMENYEGONGTONGQIDAIZHEZHEIYINIANDEJICHENGZAOSHICHANGNENGZAICHUANGHUIHUANG!


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

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