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产品升级+大容量 2018上半年洗衣机市场总结

  DANZHIYIHUIJIAN,2018NIANDEYIBANYIJINGGUOQU。DUICHUZAIZHEIGESHIKEBIANGEDESHIDAI,JIADIANXINGYEZHENGJINGLIZHEKUNNANYUQIWANGTONGZAI,JIYUYUTIAOZHANBINGCUN。JIUXIANGZHUMINGYINGGUOZUOJIACHAERSI.DIGENGSISHUODENEIJUHUA,ZHEISHIYIGEZUIHAODESHIDAI,YESHIYIGEZUIHUAIDESHIDAI。QIANYOUZUIHUAIDESHIDAI,MEIGUOTURANFADONGDEMAOYIZHAN,JIADIANCHANPINDEFUSHUPINXINRANZAIMEIGUODEZHENGSHUIMINGDANZHIZHONG;HOUYOUZUIHAODESHIDAI,GUOWUYUANXIADIAOJINKOUBINGXIGUANSHUIDEZHENGSHOULIDU,JIJINKOUBINGXIKUAISUJINRUZHONGGUOSHICHANGDAILAILEQIANGDADEDONGLI。DUIZHEIGECHUZAIZUIHAOYUZUIHUAIGONGCUNDESHIDAI,2018NIANSHANGBANNIANXIYIJISHICHANGBIAOXIANRUHENI?

  下面我们将从整体市场、产品结构、品牌集中度、容量、产品均价五个不同的维度对上半年洗衣机市场进行总结。

  一、整体市场稳健增长,线上增速进一步放缓

  GENJUZHONGYIKANG1-6YUEDETUIZONGSHUJUXIANSHI,2018NIANSHANGBANNIAN,XIYIJISHICHANGLINGSHOULIANG、EFENBIEWEI1807WANTAI、347YIYUAN,YUQUNIANTONGQIXIANGBIFENBIEZENGZHANG4.7%、10.5%,ZENGSUWEIYUBAIDIANSANDAPINLEIZHONGJIAN。FENQUDAOLAIKAN,YOUYUDIANSHANGDEKUAISUCHENGZHANGQIYIGUO,ZHUANERJINRUWENJIANDEFAZHANSHIQI,GENJUZHONGYIKANGXIANSHANGZHOUDUJIANCESHUJUXIANSHI,2018NIANSHANGBANNIAN(1-26ZHOU),XIANSHANGXIYIJISHICHANGLINGSHOULIANG、EFENBIETONGBIZENGZHANG24.6%、36.3%,XIANSHANGSHICHANGZENGSUJINYIBUFANGHUAN,YETONGSHICHUANGXIALEXIANSHANGSHICHANGTONGQIZENGSUXINDI。

  二、结构升级依然是市场发展的主旋律,滚筒市场份额双线扩大

  CHANPINSHENGJISHIJINJINIANJIADIANSHICHANGYIGEXIANZHUDETEZHENG,XIYIJIYEHAOBULIWAI。GENJUZHONGYIKANGXIANXIAYUEDUJIANCESHUJUXIANSHI,2018NIANSHANGBANNIAN,GUNTONGXIYIJISHICHANGLINGSHOUFENECHAOGUOQICHENG,QIFENEDADAO71.8%,YUQUNIANTONGQIXIANGBIFENETISHENG2.9GEBAIFENDIAN。XIANSHANGSHICHANGFANGMIAN,GUNTONGXIYIJISHICHANGLINGSHOUEFENEQUJINLIUCHENG,QIFENEDADAO59.7%,YUQUNIANTONGQIXIANGBIFENETISHENG2.8GEBAIFENDIAN,GUNTONGXIYIJISHICHANGFENESHUANGXIANKUODA。

  三、品牌集中度进一步提升,小品牌亚历山大

超级大满贯  SHICHANGJINGZHENGJILIE,JIUYIWEIZHEBEITAOTAIDEKENENGXINGJIADA。GENJUZHONGYIKANGXIANXIAYUEDUJIANCESHUJUXIANSHI,2018NIANSHANGBANNIAN,XIYIJISHICHANGZAIXIAOPINPAISHUWEI154GE,YUQUNIANTONGQIXIANGBIJIANSHAO8GE;XIANSHANGSHICHANGFANGMIAN,2018NIANSHANGBANNIAN(1-26ZHOU),XIANSHANGXIYIJIZAIXIAOPINPAISHUWEI124GE,YUQUNIANTONGQIXIANGBIJIANSHAO4GE。SHICHANGJINGZHENGJILIE,DAILAIDESHIXINGYEXIPAIDEZHUJIANJIAJU,PINPAISHUMUDEZHUJIANJIANSHAO。GENJUZHONGYIKANGXIANXIAYUEDUJIANCESHUJUXIANSHI,2018NIANSHANGBANNIAN,XIYIJISHICHANGTOP10PINPAIDELINGSHOUEFENEWEI92.1%,YUQUNIANTONGQIXIANGBIFENETISHENG1.2GEBAIFENDIAN,PINPAIJIZHONGDUJINYIBUTISHENG,XIAOPINPAIYALISHANDA。

  四、“大容量“洗衣机大有可为

  XIYIJIXINGYEZAIJINJINIANRONGLIANGDUANFANGMIANYIGEXIANZHUDETEZHENGJIUSHI“DA“,DARONGLIANGXIYIJISHENDEXIAOFEIZHEDEXIAI。GENJUZHONGYIKANGXIANXIAYUEDUJIANCESHUJUXIANSHI,2018NIANSHANGBANNIAN,BOLUNXIYIJIZHONGDIANRONGLIANGDUAN8KG、9KG、10KGLINGSHOUEFENEFENBIEWEI35.9%、11.3%、10.0%,YUQUNIANTONGQIXIANGBIFENBIETISHENG10.7、4.4、6.5GEBAIFENDIAN;GUNTONGXIYIJIFANGMIAN,8KGDEBAZHUDIWEISHOUCIBEIHANDONG,BANSUIZHESHI9KG、10KGDEKUAISUJUEQI,ZAIZHEIQIZHONG,YI10KGWEIDAIBIAODERONGLIANGYIFAZHANCHENGWEIGUNTONGXIYIJISHICHANGZUIQIANGDADEYIGUDONGLI,LINGSHOUEFENECHAOYUECENGJINGDEBAZHU8KG,QILINGSHOUEFENEWEI36.5%,YUQUNIANTONGQIXIANGBIFENETISHENG20.6GEBAIFENDIAN,FENETISHENGFUDUKANCHENGJUDA。

  WU、XIAOFEIHONGLIDAILAIDECHANPINJUNJIADAFUSHANGZHANG,WEILAIYIKAODIJIALAIQIAOKAIXIAOSHOUDAMENHENNAN

  XIAOFEISHENGJIDAILAIHENXIANZHUDEJIEGUOJIUSHICHANPINJIAGEDEBUDUANDESHANGZHANG。XIAOFEIZHESHENGHUOSHUIPINGTIGAOLE,XUANZECHANPINDEWEIDUJIUZENGDUOLE,XUANZESHIYONGXING、GAOJISHUXING、NAIYONGXINGCHANPINDEJIHUIJIUGENGDUOLE。GENJUZHONGYIKANGXIANXIAYUEDUJIANCESHUJUXIANSHI,2018NIANSHANGBANNIAN,XIYIJISHICHANGLEIJIJUNJIAWEI2875YUAN,YUQUNIANTONGQIXIANGBIZENGZHANG291YUAN,ZENGFUDADAO11.3%。FENCHANPINLEIXINGLAIKAN,GECHANPINJUNJIAJUNYOUSUOSHANGZHANG,QIZHONGGUNTONGFANGMIANBIAOXIANXIANZHU,JUNJIAYUQUNIANTONGQIXIANGBIZENGZHANG326YUAN,DADAO4130YUAN,JUNJIASHOUCIKUAGUOSIQIANDAGUAN。

超级大满贯  YISHANG,JIUSHIDUI2018NIANSHANGBANNIANXIYIJISHICHANGDEZONGJIE,KEYIKANCHUWEILAIDEXIYIJIXINGYEJIANGWEIRAOCHANPINSHENGJI、DARONGLIANGDENGFANGMIANFAZHAN。


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

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