2022 年“十一”中国洗衣机市场总结双线不振，品类格局再变 2© GfK洗衣机市场运行概况 3© GfK2022年1-41周洗衣机市场运行稍显萎靡，促销活动对市场拉动效果有限5.3%61.6%-39.1%59.3%-2.6%5.4%-46.1%-9.7%37.9%71.1%29.2%12.4%7.5%-5.3%0.2%-2.4%-25.4%-24.0%-59.3%73.1%-29.9%-0.9%-36.1%7.3%-33.6%37.1%-12.9%7.9%-10.4%-24.4%-19.6%1W2W3W4W5W6W7W8W9W10W11W12W13W14W15W16W17W18W19W20W21W22W23W24W25W26W27W28W29W30W31W32W33W34W35W36W37W38W39W40W41W1-41W2022年1-41周洗衣机双线市场各周度零售额同比变化线上线下数据来源：GfK中怡康线上周度/线下周度零售监测数据 4© GfK十一促销期间洗衣机双线市场规模同比大幅下滑线下市场线上市场整体市场零售额：49.7亿-21.3%零售量：234.7万-17.3% 均价：2118元-4.8%零售额：23.1亿-12.0%零售量：150.6万-7.1% 均价：1535元-5.3%零售额：26.6亿-27.9%零售量：84.1万-30.9% 均价：3164元+4.3%数据来源：GfK中怡康推总数据 5© GfK不同地区市场韧性表现各异，但均与疫情关联密切-27.8%-31.3%-36.7%-28.6%-38.6%-50.4%-40.7%华东地区西南地区华北地区华中地区华南地区西北地区东北地区十一期间各大区零售额规模同比数据来源：GfK中怡康线下周度零售监测数据 6© GfK十一期间洗衣机市场全渠道以及各级别城市同比表现均不乐观-7.9%-36.3%-36.9%-9.0%-63.8%-13.4%-32.8%-33.4%-4.0%-77.2%线上线下整体家电百货商超零售量零售额-31.1%-41.8%-34.8%-37.2%-29.0%-36.1%-33.1%-35.9%T1T2T3T4零售量零售额十一期间洗衣机市场主要渠道和分城市级别零售额同比表现数据来源：GfK中怡康线上周度/线下周度零售监测数据 7© GfK洗衣机双线市场均价相背而行，线下均价上涨而线上均价降幅加深十一期间洗衣机双线市场各品类均价及同比表现线上增幅-5.9%-11.3%-4.1%-2.6%-3.3%-6.1%线下增幅7.8%10.3%0.1%10.8%11.1%6.0%1490212517909228733504564311751215548326606整体单缸双缸波轮滚筒单洗洗干一体线上线下数据来源：GfK中怡康线上周度/线下周度零售监测数据 8© GfK双线市场运行趋势 9© GfK十一期间线上波轮、滚筒单洗份额增长显著并挤压洗烘产品占比0.7%2.2%30.7%32.4%33.9%0.5%2.2%33.6%33.8%29.9%ONLINE同比增幅-13.4%-13%-40.%-16%-5%-10%-24%十一期间线上市场分品类零售额份额占比及同比变化数据来源：GfK中怡康线上周度零售监测数据 10© GfK洗衣机线上增长集中在中低端市场，波轮、滚筒单洗新品均价上涨新型号指当年内发布的型号。45.6%49.0%88.9%89.8%40.2%42.1%6.9%6.6%21.3%19.4%8.3%7.9%24.4%22.9%32.0%30.3%11.6%14.1%1.5%1.4%17.8%20.0%15.7%23.0%7.8%8.0%8.0%7.2%14.7%17.9%4.4%3.5%2.8%3.0%10.1%8.0%9.2%6.0%6.7%4.9%20.6%14.2%20212022202120222021202220212022整体市场波轮滚筒单洗洗烘一体6K+6K-5K-4K-3K-2K-十一期间线上市场各品类分价格段零售额占比变化趋势均价158314909349092365228735663350新品均价185716049419812315241738643790数据来源：GfK中怡康线上周度零售监测数据 11© GfK线上波轮促销期间小天鹅份额占比提升显著十一线上波轮分价格段份额及同比变化1.0%1.4%7.9%35.2%54.5%1.3%1.5%8.3%36.6%52.3%4K+4K-3K-2K-1K-2021202247.8%45.5%46.6%51.1%56.6%54.9%45.5%56.0%25.6%26.5%0.7%10.6%22.9%16.0%27.1%25.9%25.3%18.3%14.5%9.6%12.5%19.6%2.3%0.3%1.4%4.1%15.8%9.4%13.9%15.0%36.6%19.9%23.2%28.7%12.2%8.9%7.1%8.8%9.4%9.0%2.9%2.0%3.9%2022202120222021202220212022202120222021海尔小天鹅美的松下TCL米家海信其他十一线上波轮主力品牌分价格段份额变化-1.2%-8.7%-10.1%-11.4%-28.5%数据来源：GfK中怡康线上周度零售监测数据 12© GfK洗衣机线下市场波轮份额稳定，滚筒单洗份额持续扩张0.3%13.7%33.9%52.1%0.2%13.7%39.3%46.7%OFFLINE同比增幅-33%-33%-72%-43%-32%-22%-40%十一期间线下市场分品类零售额份额占比及同比变化数据来源：GfK中怡康线下周度零售监测数据 13© GfK线下市场波轮、滚筒单洗中高端占比齐增，洗烘一体超高端份额仍持续增加新型号指当年内发布的型号。7.8%5.7%37.5%33.6%6.7%2.0%0.1%20.4%19.6%43.0%44.9%24.0%22.2%12.3%10.1%25.9%27.9%13.8%12.9%31.4%34.3%25.6%27.1%21.9%24.2%4.9%7.7%21.6%26.7%26.7%27.0%9.3%8.8%0.7%9.2%10.5%11.7%9.8%14.6%13.8%7.0%4.4%23.5%25.8%20212022202120222021202220212022整体市场波轮滚筒单洗洗烘一体10K+10K-8K-6K-4K-2K-十一期间线下市场各品类分价格段零售额占比变化趋势均价42354564194421554350483262336606新品均价50985677261121964336571771266986数据来源：GfK中怡康线下周度零售监测数据 14© GfK线下波轮市场高端化趋势未变，美的系高端市场抢占海尔系份额十一线下波轮分价格段份额及同比8.5%6.6%25.6%36.5%22.9%5.5%9.5%24.0%32.4%28.6%6000+6000-4500-3000-1500-2021202260.5%72.4%51.7%49.8%57.9%57.2%48.0%50.5%39.8%27.0%1.2%9.0%6.4%11.0%23.3%22.5%16.9%12.3%14.0%15.5%13.6%11.0%26.9%13.6%12.6%11.2%16.3%12.8%0.9%0.7%23.9%7.2%12.8%24.2%1.0%3.1%3.5%6.3%5.5%22.8%5.7%5.6%8.2%7.9%3.2%2.7%8.1%6.4%12.8%9.6%2022202120222021202220212022202120222021海尔小天鹅松下美的海信美菱伊莱克斯其他十一线下波轮主力品牌分价格段份额变化-42.9%-23.4%-28.0%-54.1%-3.0%数据来源：GfK中怡康线下周度零售监测数据 15© GfK洗衣机行业热点趋势 16© GfK131.3%440.5%320.2%225.2%117.4%156.7%345.0%188.5%39.6%49.0%73.4%28.3%270.8%260.2%87.7%15.9%51.2%28.1%11.4%9.1%1W2W3W4W5W6W7W8W9W10W11W12W13W14W15W16W17W18W19W20W21W22W23W24W25W26W27W28W29W30W31W32W33W34W35W36W37W38W39W40W41W1-41W线上线下2022年十一期间干衣机双线市场各周度零售额同比变化干衣机线上市场同比持续上涨，线下受疫情影响涨幅趋缓数据来源：GfK中怡康线上周度/线下周度零售监测数据 17© GfK热泵式干衣机市场地位难以撼动，线上直排式抢占冷凝份额2.1%1.1%0.2%93.4%93.4%99.7%99.9%4.5%5.5%2021202220212022线上线下直排热泵冷凝-33.4%31.9%61.4%线上市场同比十一期间干衣机双线市场分品类份额及同比变化（额，%）数据来源：GfK中怡康线上周度/线下周度零售监测数据-81.3%-7.0%-46.5%线下市场同比 Thank you欢迎发送邮件至marketing-china@gfk.com联系我们关注GfK官方微信号获取行业最新洞察“GfK市场洞见”小程序海量数据，等您来拿！