2018年中国冷柜市场研究报告-通版奥维云网（AVC）冰洗大数据事业部2018年12月 -2-指标解释：市场级别城市级别行政类别评定指标T1直辖市、发达省会城市及地级市综合指数在4.5及以上T2不发达省会城市、一般地级市、发达县级市综合指数在2.5及以上T3较贫穷地级市综合指数在1.0及以上T4一般县（市）综合指数在0.7及以上T5其他较贫穷县（市）综合指数在0.7以下说明：综合指数是由户数、收入、户均消额三项指标计算得出。市场级别定义说明 -3-指标解释：产品类型冷柜产品类型定义说明奥维云网（AVC）冷柜产品类型开门方式容积冷藏室、冷冻室容积相同大小/不相同酒柜侧开//冰吧侧开//立式冷冻柜侧开//小冷冻柜顶开门225升及以下/大冷冻柜顶开门225升以上/变温柜蝶形门//大冷冻小冷藏顶开门/容积不相同双温柜顶开门/容积相同蝶形门（也叫折叠门、蝴蝶门）// 行业大盘 www.avc-mr.com-5-市场规模：线上市场持续高增长，线下市场均价提升明显TOTALOFFLINEONLINE销售量Sales Volume销售额Sales Income300.5万台+35.5%39.4亿元+43.7%448.6万台-11.9%71.0亿元-4.6%749.1万台110.4亿元数据来源：奥维云网（AVC）2018 推总数据均价Average Price1310元+6.1%1583元+8.3%1474元+2.5%+8.4%+5.8% www.avc-mr.com消费习惯转移受众的消费习惯正在向线上转移，在2018年，这一趋势将继续深化，同时，线上渠道在三四级市场的渗透率仍在快速提升，到2020年线上占比或将高于线下；-6-市场规模：三大因素成就线上冷柜市场高速增长连续年度线上冷柜市场零售量占比变动数据来源：奥维云网（AVC）全渠道推总数据线下出样受限受到线下经营成本制约，传统冷柜产品越来越不适合在线下出样，线上SKU仍将继续增多。冷柜亲和线上渠道冷柜作为单值较低的大家电，相比冰箱、洗衣机等产品在线上渠道购买风险更低，线上将成为未来冷柜市场获客的主要渠道；2%4%9%18%30%40%201320142015201620172018 www.avc-mr.com-7-渠道变化：线上市场保持高增长，线下其他家电降幅小于大连锁2018年冷柜分渠道规模同比6.0%18.0%-5.0%-2.0%48.3%-3.0%16.0%-14.0%-6.0%38.7%百货商店超市大连锁其他家电电商零售额同比零售量同比数据来源：奥维云网（AVC）线下&线上监测数据 www.avc-mr.com-8-市场级别：春节错位因素过后需求充分释放，进入下半年降幅慢慢收窄连续月度冷柜线下市场分级别零售额规模同比-51%73%34%-10%-14%6%-17%-8%-10%-6%4%-13%-47%115%49%1%-16%0%-13%-9%-5%-18%3%-4%-51%120%68%7%-17%2%-18%-12%-3%-12%3%-8%-56%110%64%2%-17%8%-14%-13%-5%-6%-3%-8%18.0118.0218.0318.0418.0518.0618.0718.0818.0918.118.1118.12T1T2T3乡镇数据来源：奥维云网（AVC）线下监测数据受春节错位因素影响，18年1月零售规模同比下降较大 www.avc-mr.com-9-线下品类结构：小冷柜份额持续增长，各细分品类均价普涨59.8%10.2%1.9%0.4%5.1%12.3%4.9%3.0%2.5%小冷冻柜大冷冻柜变温柜酒柜冰吧大冷冻小冷藏双温柜立式冷冻柜商用柜201720182018年冷柜线下各产品类型销量结构及变化1219 2429 1542 8414 3584 1522 1616 1882 2439 0100020003000400050006000700080009000小冷冻柜大冷冻柜变温柜酒柜冰吧大冷冻小冷藏双温柜立式冷冻柜商用柜201720182018年冷柜线下各产品类型均价变化数据来源：奥维云网（AVC）线下监测数据 www.avc-mr.com-10-线上品类结构：大冷柜结构变化均价下跌，中小厂商入局拉低冰吧均价46.3%12.8%3.6%4.3%4.8%8.4%11.0%2.1%6.7%小冷冻柜大冷冻柜变温柜冰吧酒柜大冷冻小冷藏双温柜立式冷冻柜商用柜20172018888 1852 1184 1764 2906 1177 1283 1564 2213 0500100015002000250030003500小冷冻柜大冷冻柜变温柜冰吧酒柜大冷冻小冷藏双温柜立式冷冻柜商用柜201720182018年冷柜线上各产品类型销量结构及变化2018年冷柜线上各产品类型均价变化数据来源：奥维云网（AVC）线上监测数据 品牌竞争 www.avc-mr.com线下重点品类品牌格局变化：各品类头部品牌份额更加集中-12-35.6%17.4%11.6%10.8%6.8%37.2%17.9%13.8%11.7%7.8%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%海尔美的美菱容声澳柯玛33.7%13.9%16.8%9.2%10.6%38.8%15.2%14.8%10.4%9.9%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%海尔星星美的澳柯玛美菱59.3%6.8%4.4%21.6%4.3%71.5%9.7%9.6%6.0%1.6%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%海尔海信容声美的美菱线下市场重点品类TOP品牌零售额份额变化小冷柜大冷柜81.0%12.9%3.2%0.1%0.0%81.6%8.8%3.4%2.6%1.7%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%海尔美的博世容声海信29.3%20.6%12.1%13.8%8.6%31.6%19.0%16.5%13.7%8.3%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%海尔美的美菱澳柯玛容声35.9%22.1%8.3%10.0%5.2%41.4%26.2%7.9%6.1%5.1%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%星星海尔澳柯玛美菱穗凌冰吧&酒柜大冷冻小冷藏商用柜立式冷冻柜2018 年2017 年数据来源：奥维云网（AVC）线下监测数据 www.avc-mr.com线上重点品类品牌格局变化：冰吧和酒柜中小品牌的入局导致头部品牌份额被抢占-13-32.4%15.8%15.0%9.1%8.1%27.2%16.4%14.6%10.4%8.9%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%海尔美的星星澳柯玛美菱28.8%21.5%8.9%10.7%3.8%26.3%25.2%11.4%10.0%5.0%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%海尔星星澳柯玛美的容声75.5%4.8%5.1%0.9%2.3%64.2%12.1%5.7%5.4%5.3%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%海尔容声澳柯玛海信美菱线上市场重点品类TOP品牌份额变化小冷柜大冷柜31.1%17.6%0.0%0.2%7.8%19.8%10.8%9.2%7.0%4.3%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%23.4%13.1%20.4%14.0%3.0%25.4%17.9%13.0%12.6%12.0%0.0%5.0%10.0%15.0%20.0%25.0%30.0%美的澳柯玛星星海尔美菱24.9%10.4%17.2%4.3%7.7%22.7%13.1%12.8%7.1%5.8%0.0%5.0%10.0%15.0%20.0%25.0%30.0%星星澳柯玛海尔穗凌乐创冰吧&酒柜大冷冻小冷藏商用柜立式冷冻柜2018 年2017 年数据来源：奥维云网（AVC）线上监测数据 小冷冻柜 www.avc-mr.com37.2%17.9%13.8%11.7%7.8%6.3%3.1%0.5%0.4%0.3%7.0%4.8%21.8%10.2%17.1%-0.9%-8.8%-17.6%28.1%-92.4%海尔美的美菱容声澳柯玛星星海信BLOMBERG华日新飞20172018零售额规模同比-15-线下品牌格局：份额向头部品牌集中，美菱量价齐升表现良好OFFLINE2018年小冷冻柜市场TOP10品牌零售额份额数据来源：奥维云网（AVC）线下监测数据均价129612401210119711281158100888910941066同比7.9%5.3%15.7%7.3%2.6%6.8%5.0%12.7%2.2%3.4%美菱17年TOP5机型销量贡献率及均价美菱18年TOP5机型销量贡献率及均价27.8%14.5%9.7%9.4%4.1%18.4%0.8%0.4%0.0%0.4%BC/BD-106DTBC/BD-152DTBC/BD-100DTCBBC/BD-142DTSBC/BD-158DTEB201720182.9%27.8%1.6%1.5%2.9%23.7%18.4%14.9%13.7%9.7%BC/BD-106DTBBC/BD-106DTBC/BD-152DTEBBC/BD-209DTEBBC/BD-142DT201720182017均价2018均价82481310719941019931845876148613732017均价2018均价125212348248131536153217321739926873 www.avc-mr.com-16-线下容积变化：容积上涨趋势明显，大容积段量价齐升数据来源：奥维云网（AVC）线下监测数据0.7%42.8%3.9%25.2%3.6%23.9%201720182018年小冷柜线下各容积段销量变动情况31.8%20.4%14.9%12.2%6.7%海尔美的美菱容声澳柯玛2017201890-110升TOP5品牌零售量占比180-225升TOP5品牌零售量占比39.3%13.3%13.1%12.5%10.6%海尔美的容声美菱澳柯玛2017201890-110升TOP5机型零售量占比机型品牌上市时间销量市占市占同比BC/BD-103HCD海尔14.1011.28%-0.1%BC/BD-103HA海尔10.0110.51%-0.1%BD/BC-98KSV美的14.129.90%1.6%BC/BD-106DTB美菱17.097.70%6.8%BD/BC-100KMA美的15.097.59%-0.6%机型品牌上市时间销量市占市占同比BC/BD-203HCD海尔14.1011.99%-7.7%BD/BC-208KEV美的16.109.98%-1.8%BC/BD-209DTEB美菱17.108.02%7.2%BD/BC-203MGY/A容声17.096.91%5.8%BC/BD-200HES海尔17.126.03%5.9%180-225升TOP5机型零售量占比 www.avc-mr.com-17-线下小冷柜新机布局：星星集中布局180-225升价格段品牌90升以下90-110升110-130升130-150升150-180升180-225升新品小计新品贡献率新品拉力海尔876216.9%0.3美的111256.3%0.4美菱112372.0%0.1容声244105.8%0.2澳柯玛2134107.7%0.5星星22722337.6%0.2海信3431010.2%0.3新飞12140.6%0.0新机型总计121327345100新品贡献率：6.2%2018年线下市场小冷柜新机型布局情况数据来源：奥维云网（