2018年十一促销季家电市场总结--洗碗机篇

2018年十一促销季家电市场总结奥维云网（AVC）家电大数据本部——洗碗机篇 指标说明22018同比2017十一促销季（9.03-10.07）-十一促销季（9.04-10.08）W40（10.01-10.07）-W40（10.02-10.08）W39（9.24-9.30）-W39（9.25-10.01）W38（9.17-9.23）-W38（9.18-9.24）W37（9.10-9.16）-W37（9.11-9.17）W36（9.03-9.09）-W36（9.04-9.10）1.十一促销季同比周期对应关系洗碗机8000+2.各品类高端产品定义3.市场级别定义城市级别行政类别T1直辖市、发达省会城市及地级市T2不发达省会城市、一般地级市、发达县级市T3较贫穷地级市T4一般县（市）T5其他较贫穷县（市） 十一促销季分渠道累计销售规模329.1%TTL销量：12.8万台32.6%TTL销额：6.4亿元数据来源：奥维云网（AVC）全渠道推总数据49.2%线上销量：5.5万台42.6%线上销额：2.0亿元17.3%线下销量：7.3万台28.5%线下销额：4.4亿元 0.8 0.3 0.5 0.6 1.1 1.1 0.3 0.8 0.6 1.7 37.3%-19.0%42.0%-3.4%48.8%W36W37W38W39W4020172018零售额增长率十一促销季分周度规模及同比4TTL零售额规模（亿元）：数据来源：奥维云网（AVC）全渠道推总数据1.1 0.6 0.8 0.9 1.5 1.5 0.7 1.1 1.0 2.1 38.7%22.1%43.2%4.5%44.6%W36W37W38W39W4020172018零售额增长率线上零售额规模（亿元）：0.3 0.2 0.2 0.3 0.4 0.4 0.4 0.3 0.4 0.5 42.5%85.4%45.8%21.8%31.1%W36W37W38W39W4020172018零售额增长率线下零售额规模（亿元）： 十一洗碗机市场品牌“风云榜”5排名品牌零售额份额零售量份额均价均价同比1st西门子34.5%29.3%43142.0%2nd美的22.6%27.6%29930.1%3rd方太9.0%4.9%6735-8.3%4海尔6.4%7.7%30788.0%5九阳3.9%6.6%2170-16.0%6松下3.8%4.2%3356-6.5%7浩泽2.3%1.6%5381-8美诺2.0%0.5%1445315.9%9华帝1.9%2.0%3575-7.8%10HumanTouch1.9%1.4%474687.6%排名品牌零售额份额零售量份额均价均价同比1st西门子44.6%45.5%61559.5%2nd方太34.9%28.0%78441.8%3rd老板8.9%8.2%6874-2.8%4美的7.8%12.9%377628.2%5海尔1.6%3.0%338219.4%6华帝1.0%1.2%5317-12.1%7帅康0.2%0.3%4647-8美诺0.2%0.1%136425.9%9德意0.2%0.2%5520-6.1%10卡萨帝0.2%0.1%957420.4%数据来源：奥维云网（AVC）全渠道监测数据线上TOP品牌榜线下TOP品牌榜注：取数周期为903-1007，按零售额份额排序注：取数周期为903-1007，按零售额份额排序 洗碗机市场渠道和区域表现614.6%20.3%40.0%14.2%35.9%大连锁百货商店超市其他家电电商11.8%23.3%22.2%12.3%35.9%T1T2T3T4及以下电商十一促销季分市场级别零售额规模同比十一促销季分渠道零售额规模同比数据来源：奥维云网（AVC）全渠道监测数据 线上产品结构及均价变化738.7%26.6%18.6%14.1%1.9%嵌入式台式独嵌两用水槽式抽屉式1.1%十一促销季洗碗机线上市场零售额结构及同比-2.7%6.2%-0.7%-3.8%十一促销季洗碗机线上市场零售均价及同比42882473380964484139嵌入式台式独嵌两用水槽式抽屉式27.1%140.6%32.4%12.7%-3.9%-10.9%-11.9%4.5%结构占比结构同比变化规模同比数据来源：奥维云网（AVC）线上监测数据208.3%-31.2% 线下产品结构及均价变化849.1%5.6%6.6%35.9%2.8%嵌入式台式独嵌两用水槽式抽屉式2.3%十一促销季洗碗机线下市场零售额结构及同比2.3%-1.7%-0.9%0.4%十一促销季洗碗机线下市场零售均价及同比62813135489178707139嵌入式台式独嵌两用水槽式抽屉式15.2%-0.5%8.4%20.0%10.8%2.1%32.4%22.6%结构占比结构同比变化规模同比数据来源：奥维云网（AVC）线监测数据639.3%-16.1% 洗碗机价格段变化趋势94.9%1.3%12.4%15.0%15.8%20.8%22.0%7.8%8000+7000-79996000-69995000-59994000-49993000-39992000-29990-199920172018十一促销季洗碗机线下市场价格段变化十一促销季洗碗机线上市场价格段变化数据来源：奥维云网（AVC）全渠道监测数据28.9%17.6%16.9%20.7%9.3%3.8%1.7%1.0%8000+7000-79996000-69995000-59994000-49993000-39992000-29990-199920172018 序号机型品牌上市时间零销额份额均价1JBSD2T-X1S方太18.043.6%64032SN23E831TI西门子13.123.1%35953SK23E810TI西门子17.033.0%25564X6九阳17.092.7%22335WQP8-W3908J-CN美的16.052.6%31056SC73M612TI西门子17.082.6%44757X3-T美的17.082.3%38088SC73M810TI西门子14.032.2%43069S2浩泽17.121.2%627810S2美的18.040.9%645111SN23E232TI西门子15.092.1%335112M1-香槟金美的17.032.1%200013SC73M610TI西门子14.032.0%472114WQP8-3801-CN美的15.101.8%270515SC73E610TI西门子16.081.8%527416JBSD2T-X1TS方太18.051.7%678917G6620CSC美诺17.041.7%1399018SJ235B00JC西门子18.031.5%594719X4美的18.081.5%400920HTAW50STGB海尔17.061.5%2646十一促销季线上洗碗机TOP20机型十一促销季线上畅销机型榜数据来源：奥维云网（AVC）线上监测数据 序号机型品牌上市时间零销额份额均价1JBSD2F-Q5S方太18.0414.7%84062SC74M620TI西门子17.057.4%57973JBSD2T-Q3S方太18.047.2%66634SC76M640TI西门子17.046.6%75295JBSD2T-X9S方太18.043.9%55776SJ636X02JC西门子18.073.8%72557JBSD3T-Q6S方太18.043.6%117508SC74M621TI西门子17.103.6%54889SN455S03JC西门子17.103.2%702510WQP6-W701老板17.043.1%585111WQP12-W710老板16.052.3%771712WQP8-W702老板18.042.3%693913SJ235I00JC西门子18.032.2%470014SN656X06IC西门子17.081.9%1080815WQP8-3906-CN美的15.031.8%379216SN578S06TC西门子16.041.8%1165617WQP8-W3906B-CN美的17.041.7%445518SJ636X00JC西门子18.071.6%644519SJ236I01JC西门子18.051.6%488520SC73M610TI西门子14.031.4%4611十一促销季线下畅销机型榜数据来源：奥维云网（AVC）线下监测数据十一促销季线下洗碗机TOP20机型 THANKS!奥维云网（AVC）家电大数据本部2018年10月