© GfK转角遇见曙光中国吸尘器产业面临的挑战和机遇2022 1HYGfK China Home Appliances © GfK2022 1HY 海外耐用消费品市场2SDA Global report Aug 2022: Global Strategic Insights –NF（海外市场不含北美） © GfK2022 1HY 哪些因素影响世界消费市场消费市场中断公共卫生事件通货膨胀供应链ISSUE欧洲战争SDA Global report Aug 2022: Global Strategic Insights –NF7.4% 全球通胀FC (IMF)35%能源价格同比攀升(5月22日基准)3全球通货膨胀率正达到历史最高水平。GDP预测向下修正。COVID 继续影响经济生活欧美地区放宽户外自由。国内经历了核心城市反复后局面逐渐好转原材料成本升高，制造成本正在增加，芯片短缺，核心城市关闭快速消费品短缺，能源成本上升，劳动力市场受到冲击3.6% 全球GDP(OECD)40万人欧盟卡车司机缺口欧盟行业协会统计 © GfK-25-20-15-10-505101520252018201920202021欧盟27国–2022年7月GfK 欧洲消费者气象调查显示消费者信心再次降到低点20172022经济预期: -41 (-7)收入预期: -48 ( -9)消费意愿: -29(-2)Source: GfK, EU Commission | June 2022SDA Global report Aug 2022: Global Strategic Insights –NF *GfK, survey on behalf of EU-Commission | July 2022 | values rounded4 © GfKSource: GfK Market Intelligence: Sales Tracking, International Coverage (excl. North America), USD (NSP) Value & growth 2022 vs 2021, CE includes Multifunctional Technical Devices and SDA includes Personal Diagnostics.销售额USD (NSP) 比重/ 同比增长率零售市场YTD: 2022年1月-6月IT-5.2%小家电-6.4%娱乐电子-6.7%大家电含空调-2.6%10%21%43%8%1%15%2%办公设备-8.6%数码相机-12%移动电话-6.4%410Bil. USD(-5.6%)整体销售额USD 及增长率% YTD 20222022 1HY耐用消费品各版块均出现负增长SDA Global report Aug 2022: Global Strategic Insights –NF5 © GfK-14%0%-10%-1%13%8%39%36%22%24%19%18%9%10%5%7%5%6%Jan 21-Jun 21Jan 22-Jun 22各地区-生活家电市场规模（USD %)中东&非洲拉丁美洲东欧发达亚洲新兴亚洲西欧35.0Bil 31.6 Bil211HY vs-6%Source: GfK Market Intelligence: Sales Tracking ex. North America , IN, GR, EG,PRJ 249348 -RG 5804951 -RP 42286052SDA Global report Aug 2022: Global Strategic Insights –NF中东&非洲，拉美地区生活家电市场体量虽小但是需求强劲受当前多种全球危机影响发达地区市场消费能力受到抑制（发达地区危机参与度较深）欠发达地区消费水平升级促进这些地区市场需求持续发展15%1%0%52%31%59%191HY vs+14% © GfK21.021.63.83.86.46.610.69.28.814.44.23.047.142.62019 YTD2022 YTD欧洲品牌韩国品牌中国品牌日本品牌美国品牌<Tradebrand& Exclusive><Others>全球市场品牌构成（USD %)+94%sales valuevs. YTD 2019+2% sales valuevs. YTD 2019-21%公共卫生事件俄乌战局甚至全球经济衰退21.721.44.64.26.16.83.09.43.13.461.554.02007 FY2011 FY欧洲品牌韩国品牌中国品牌日本品牌美国品牌<Tradebrand& Exclusive><Others>危机事件影响市场增长，但是也可能引发市场竞争格局改变全球市场品牌构成（USD %)+358%sales valuevs. 2007+2% sales valuevs. 2007金融危机2008/09历史现在2008/2009亚洲金融危机后，日本生活家电行业凭借国内政策扶植以及积极出海战略获得扩张的机会。全球公共事件以后，我国因为优异的防疫政策生产迅速恢复，叠加我国丰富的生活家电上下游产业链，让中国品牌增长了94%Source: Market Intelligence: Sales tracking, Global excl. North America, YTD Jan-Jun 2022PRJ 82721 -RG 5357026 -RP 40224751 -ID 593679844 © GfK美国品牌中国品牌日本品牌韩国品牌欧洲品牌俄罗斯品牌白俄罗斯品牌其他20132014201520162017201820192020202120222013201420152016201720182019202020212022201320142015201620172018201920202021202220132014201520162017201820192020202120222013201420152016201720182019202020212022移动电话IT/办公设备大家电小家电娱乐电子/数码相机3921317121731116239132531110257192631062542130105273213284242932725323242431383252644325304061031392831412388333241437734305143583332413458343331234833363114583435104674131947738342946641321257262115627214562415552231554225185220819501991948201020462111184718143747953450104345283355183325472315472329567426567622550612232548613398473028652282117482823106512633105502644114482655144472275124491811615446141371554811155耐用消费品分品类分品牌市场占有率趋势（销售额基准）中国品牌耐用消费品在俄罗斯市场份额逐年加大最近三年扩张尤为明显SDA Global report Aug 2022: Global Strategic Insights –NF © GfK9*海外不包含北美数据7,080 6,498 1,804 1,972 - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,00021H122H1海外（除中国大陆）中国大陆8,8848,4702022年上半年全球吸尘器市场规模呈现微降，中国大陆市场掀起的高端扫地机人及洗地机消费热潮让中国市场保持上涨趋势+9.3%-8.2%-4.7%2%, 1575%, 38911%, 92518%, 1,52225%, 2,09840%, 3,382其他手持吸尘器洗地机卧式吸尘器扫地机器人手持推杆式+18%+19%-30%+3.9%-11%-11%2022 1HY 全球吸尘器市场规模(Mio. USD)吸尘器分品类市场结构(%，Mio. USD) © GfK10扫地机器人吸尘器中国自主品牌走向全球已经在全球占据主导地位8.110.644.146.891.989.455.953.20%10%20%30%40%50%60%70%80%90%100%21H122H121H122H1中国自主品牌非中国自主品牌中国自主品牌吸尘器在全球市场份额（不包含中国大陆市场）(USD%)吸尘器整体扫地机器人吸尘器*海外不包含北美数据 © GfK全球吸尘器市场消费热点：扫地机器人吸尘器向多功能化发展Source: GfK Market Intelligence Sales Tracking Jan-Dec 2021 Global ExclNorth America, IN, GR, EG, TR4%, 6921%, 40475%, 1410拖地机器人仅吸尘机器人吸尘+湿拖机器人清扫模式销售额增长率Sales Val Mio US $2%, 3734%, 64164%, 1,208无基站有基站自动充电基站功能扫地机器人销额增长率Sales Val Mio US $SDA Global report Aug 2022: Global Strategic Insights –NF-14%+79%-44%+15%-20%-44%（自清洁，自集尘） © GfKhttps://www.geekbuying.com/item/UWANT-B100-E-Multifunctional-Spot-Cleaner-Washing-Suction-Integration-493110.html, https://www.amazon.de/-/en/Doctor-Portable-Cleaner-1-9-Litre-Black/dp/B00T31O22Yhttps://www.kaufland.de/product/327528729/?kwd=&source=pla&sid=28703211&gclid=CjwKCAjw2rmWBhB4EiwAiJ0mte4HEFQzcRBDfoMMmVbQkvRIYifJ2RhDiwaIGaXt6t0jiTs7RO9cbBoCsL8QAvD_BwEMarket Intelligence Sales Tracking Period Jan-Jun Global excl. North AmericaUwant B100E CNRugDoctor and Bissell Spot & Stain UK布艺清洁机: 74Mio US $ +200%Top 国家英国: 16M $ 中国:16M $ 法国: 11M $可充电卧式: 9.4 Mio US $ +313%Top 国家法国: 6.3M $SDA Global report Aug 2022: Global Strategic Insights –NFMiele & Rowenta Rech. Cylinder全球吸尘器市场消费热点：使用场景更加细分 © GfKEcovacsX1 Omni and RoborckS7 MaxVUltra lifting Robot VC to the next levelSamsung gaining share quickly now supported by their Bespoke seriesMiele showing strong growth in Cylinder Bagless driven by their Boost seriesSDA Global report Aug 2022: Gl