冰火两重天净水走高快普及净化走量调结构——2018年两净五一分析报告奥维云网（AVC）环境家电事业部2018年05月 www.avc-mr.com-2-五一促销窗口五一促销窗口：2018年W16-W18（4.16-5.6）2017年W16-W18（4.17-5.7）平峰期：W01-W15周度周一周二周三周四周五周六周日W1616171819202122W1723242526272829W1830123456周度周一周二周三周四周五周六周日W1617181920212223W1724252627282930W1812345672018年2017年 www.avc-mr.com-3-渠道状况：线上线下融合促销，主题活动成必备曲目➢苏宁借助“智慧零售”大战略落地，各业态300家新店开业，“体验+低价”带动全国苏宁门店五一促销热潮➢苏宁易购“燃动51”活动，买赠、降价等➢4月7日-4月8日国美开启“家美季”全国促销活动➢其中包括了“全球精品家装节”“网上商城生日惠”“内购节”“五一狂欢”“国美家庭日”等➢天猫“五一狂欢购”➢赠券、降价、满增➢爆款产品推荐➢4.11-4.13 家装除醛季➢4.16-4.18嗨购节➢亿元礼券，巅峰盛惠➢京东家电宣布推出“30天无理由退换货”与“购物页面大升级” www.avc-mr.com25.825.52017五一2018五一6.35.5 2017五一2018五一-4-净水稳步增长，净化器五一降幅收窄61.869.92017五一2018五一21.326.72017五一2018五一2018五一净水器、净化器行业规模净水器净化器+25.5%+13.0%销额销量亿元万台-12.3%-1.2%销额销量亿元万台数据来源：奥维云网（AVC）推总数据 www.avc-mr.com-5-净水器五一市场线上线下零售额：4.5亿元同比：+46.3%零售量：21.5万台同比：+20.2%零售额：22.2亿元同比：+22.0%零售量：48.4万台同比：+10.1%数据来源：奥维云网（AVC）推总数据净水线上快速提升，产品结构向上 www.avc-mr.com-6-15.7%-5.2%-48.7%21.2%14.3%32.0%14.7%-31.8%30.7%47.5%大连锁百货商店超市其他家电电商2018平峰2018五一2018五一促销与平峰期各渠道同比增长（销额）五一：电商增长迅速，线下向下级市场渗透11.4%15.9%22.6%26.3%26.4%35.3%38.2%41.1%T1T2T3农村2018平峰2018五一2018五一促销与平峰期分级别同比增长（销额）数据来源：奥维云网（AVC）全渠道监测数据 www.avc-mr.com-7-56.8%43.2%71.7%28.3%内资外资57.6%42.4%67.5%32.6%内资外资2017-2018五一净水器线上内外资占比（销额）2017-2018五一净水器线下内外资占比（销额）五一：2018净水器内资品牌市占大幅度提升数据来源：奥维云网（AVC）全渠道监测数据 www.avc-mr.com-8-五一：净水器线上市场均价微涨，价格区间向上净水器线上促销期与平峰期均价对比1420153516071630平峰五一平峰五一20172018净水器线上促销期与平峰期价格段对比9.8%15.3%24.0%10.8%12.7%6.6%5.0%4.6%2.5%2.4%4.5%0.6%0.6%0.4%0.2%0.2%0.0%10.0%20.0%30.0%1000-1500-2000-2500-3000-3500-4000-4500-5000-5500-6000-6500-7000-8000-9000-9000+18平峰9.2%17.5%18.2%10.6%16.3%7.1%4.9%1.0%3.1%5.5%3.1%0.9%0.6%1.6%0.3%0.1%0.0%5.0%10.0%15.0%20.0%18五一数据来源：奥维云网（AVC）线上监测数据 www.avc-mr.com-9-净水器线下促销期与平峰期均价对比3833398541254119平峰五一平峰促销期20172018净水器线下促销期与平峰期价格段对比0.4%0.6%2.4%2.8%7.3%9.6%16.2%5.8%18.2%10.2%13.2%2.7%2.9%4.6%2.2%1.0%0.0%5.0%10.0%15.0%20.0%1000-1500-2000-2500-3000-3500-4000-4500-5000-5500-6000-6500-7000-8000-9000-9000+18平峰0.2%0.4%1.4%3.1%6.8%13.9%20.1%4.8%16.9%7.5%12.1%2.5%2.7%4.5%2.3%1.0%0.0%10.0%20.0%30.0%18五一五一：净水器线下市场均价微降，3000-4000涨幅明显数据来源：奥维云网（AVC）线下监测数据 www.avc-mr.com-10-五一：线上市场小通量段产品降价促销拉升市占序号品牌机型净化方式水通量双出水销额占比较平峰变化销量占比较平峰变化均价较平峰变化1小米MR424-ARO200-400否6.0%-2.1%5.1%-2.0%1905 4.4%2A.O.史密斯SR50-D3RO0-50否3.3%1.0%1.9%0.6%2888 -3.6%3沁园KRL5806RO400-800是3.1%3.1%0.9%0.9%5299 -0.4%4沁园KRL2803RO200-400是2.9%2.6%1.4%1.2%3498 -3.2%5海尔HU603-5(A)超滤400-800否2.4%-0.4%2.9%-0.4%1378 -0.6%6沁园QR-RO-05(A)RO0-50是2.1%0.7%1.7%0.6%2012 -4.0%7美的MRC1583A-50GRO0-50否1.9%-0.5%2.2%-0.4%1373 -2.1%8美的MRO1790A-50GRO0-50否1.7%-0.1%1.9%0.2%1428 -11.7%9沁园KRT5890RO50-75是1.7%1.4%1.2%1.0%2299 -0.7%103MSW2活性炭0-50否1.6%1.4%0.9%0.8%2866 -2.7%2018五一净水器线上市场TOP10机型33.8%7.4%2.0%0.1%1.5%33.0%15.7%6.5%32.8%9.8%1.4%0.0%1.5%31.7%18.5%4.3%0.0%20.0%40.0%0-5051-7576-100101-150151-200201-400401-800≥80118五一18平峰净水器线上通量段占比变化（销额）数据来源：奥维云网（AVC）线上监测数据 www.avc-mr.com-11-五一：线下市场小通量段产品随市场向三四级渗透序号品牌机型净化方式水通量双出水销额占比较平峰变化销量占比较平峰变化均价较平峰变化1美的MRC1586-50GRO0-50否13.3%8.9%15.8%10.5%34700.8%2A.O.史密斯AR400-K2RO200-400否6.2%1.4%4.5%1.0%57020.1%3A.O.史密斯TR400-C1RO200-400否4.7%-1.2%3.9%-0.9%4931-2.1%4美的MRC1792-600GRO400-800是4.6%3.2%3.7%2.8%5021-11.1%5A.O.史密斯AR400-J3RO200-400否4.5%-0.1%2.8%0.0%6605-0.6%6安吉尔J2305-ROB8RO0-50是3.4%1.2%4.1%1.3%34277.3%7安吉尔J2606-ROB60(A6)RO400-800否2.9%0.1%2.0%0.0%59230.8%8美的MRC1686-400GRO200-400是2.9%-2.9%2.6%-2.2%4570-7.7%9沁园KRL5806RO400-800是2.6%2.5%2.2%2.1%48560.7%10沁园QR-RU-05DRO0-50是2.5%0.3%2.7%0.3%37700.8%2018五一净水器线下市场TOP10机型31.7%3.2%1.4%0.0%0.1%39.9%20.4%3.3%39.0%1.8%1.2%0.0%0.1%32.6%22.4%3.0%0.0%20.0%40.0%60.0%0-5051-7576-100101-150151-200201-400401-800≥80118五一18平峰净水器线下通量段占比变化（销额）数据来源：奥维云网（AVC）线下监测数据 www.avc-mr.com-12-线上线下零售额：2.0亿元同比：-7.2%零售量：13.2万台同比：+13.9%零售额：3.5亿元同比：-14.8%零售量：12.3万台同比：-13.5%净化器五一市场数据来源：奥维云网（AVC）推总数据借五一促销，净化器增幅收窄，线上走量清库存 www.avc-mr.com-13--53.7%-44.7%-11.1%-33.8%-51.7%-14.7%-14.4%-26.9%-22.0%-8.7%大连锁百货商店超市其他家电电商2018平峰2018五一2018五一促销与平峰期各渠道同比增长（销额）五一：净化器市场降幅收窄，但难掩下行态势-58.6%-29.7%-27.5%-22.0%-23.9%12.2%9.2%14.8%T1T2T3农村2018平峰2018五一2018五一促销与平峰期分级别同比增长（销额）数据来源：奥维云网（AVC）全渠道监测数据 www.avc-mr.com-14-34.3%65.7%46.6%53.4%内资外资33.9%66.1%35.7%64.3%内资外资2017-2018五一净化器线上内外资占比（销额）2017-2018五一净化器线下内外资占比（销额）五一：净化器线上内资品牌占比大幅上升，线下变化较小数据来源：奥维云网（AVC）全渠道监测数据 www.avc-mr.com-15-五一：净化器线上均价较去年大幅下降，清库存与调结构同行净化器线上促销期与平峰期均价对比2112213917461776平峰五一平峰五一20172018净化器线上促销期与平峰期价格段对比0.8%13.9%14.2%12.4%12.5%17.1%7.5%6.9%3.3%3.1%1.7%1.7%1.1%0.6%3.2%0.0%5.0%10.0%15.0%20.0%500-1000-1500-2000-2500-3000-3500-4000-4500-5000-5500-6000-6500-7000-7000+18平峰0.7%13.5%13.0%10.5%11.3%18.2%6.8%9.1%4.1%3.6%2.0%1.2%1.2%0.7%4.4%0.0%5.0%10.0%15.0%20.0%18五一数据来源：奥维云网（AVC）线上监测数据 www.avc-mr.com-16-净化器线下促销期与平峰期均价对比3644346833503649平峰五一平峰促销期20172018净化器线下促销期与平峰期价格段对比0.2%1.7%3.1%7.8%6.0%8.4%5.5%17.2%6.7%11.9%5.3%7.5%2.3%3.0%13.6%0.0%5.0%10.0%15.0%20.0%500-1000-1500-2000-2500-3000-3500-4000-4500-5000-5500-6000-6500-7000-7000+18平峰0.1%0.7%1.9%6.5%5.6%11.3%4.9%16.3%5.6%12.5%7.5%8.3%2.2%3.7%12.8%0.0%5.0%10.0%15.0%20.0%18五一五一：净化器价格段向中端聚拢，拉高行业均价数据来源：奥维云网（AVC）线下监测数据 www.avc-mr.com-17-五一：线上市场专业电商降价拉升市场占比序号品牌机型产品类型APP控制销额占比较平峰变化销量占比较平峰变化均价较平峰变化1小米