全球智能家电市场的发展及机遇

Norbert HerzogGlobal Strategic Insights15/03/2024 | AWE Future Home Summit Impact andopportunities forthe smartappliances markets全球智能家电市场的发展及机遇 The big picture: (Smart)Home Appliances The worst is now over | Appliancesmarket shows early signs of growth |Smart is a key persisting market driver Impact andopportunities forthe smartappliances markets全球智能家电市场的发展及机遇 Home Appliances market shows early signs of potential growth in 2024家电市场在2024年显示出潜在增长的早期迹象 First months of growth recorded in Nov ’23 (+8%) and Dec ’23 (+3%) $127 billion Home Appliances market has seen multiple major pushes of smart appliances智能家电多次推动家电市场的重要增长 Resulting in every fourth dollar spent on connected appliances Global (ex. North America) | Home Appliances (MDA/SDA) | Share % and growth rate +/-% of smart appliances Constant growth of smart appliances shares across the globe全球智能家电份额持续增长 Asia leads the innovation cycle with China on top Consumers’ ask for simplificationand convenience resonates withsmart appliance promises消费者对简化和便利的要求与智能家电的承诺产生了共鸣 “I am always lookingfor ways to simplifymy life”51%agree pts from 2015 All time highreached in theCOVID-19 year2020 The big picture: (Smart)Home Appliances Impact andopportunities forthe smartappliances markets全球智能家电市场的发展及机遇 （智能）家电市场概况 Use case is key to enable consumerpull | Do not expect Gen Z to beyour smart purchaser today Relevant use cases are key to achieve mass market adoption用户场景相关联是实现大规模市场应用的关键 EU14 countries | Sales Units % | Jan-Dec 2023 Relevant use cases are key to achieve mass market adoption用户场景相关联是实现大规模市场应用的关键 EU14 countries | Sales Units % | Jan-Dec 2023 What can you already do with your Smart TV?你可以用你的智能电视做什么？ Voice commandGaming hub:Screen Mirroring:With apps you canSmart Hub: and control:Make yourtelevision yournext control hubBringing latestgames like yourcontent on yourbiggest screen ofthe houseCast your contentfrom your phone,laptop or paddownload fromstore you can alsocast your remotemeetings or haveremote fitnesssession onTransmittinginformation andmessages fromother connecteddevices Smart use case is key to enable consumer pull智能实用是吸引消费者的关键 Most important product features during purchase (~30.000 interviews) | Q3 2023 Smart use case is key to enable consumer pull智能实用是吸引消费者的关键 Most important product features during purchase (~30.000 interviews) | Q3 2023 There is not a common smart purchaser target group–it’s category specific不存在普遍意义的智能家电购买目标用户群，这与品类相关 Do not expect Gen Z to be your smart purchaser todayIndex % purchasers of smart products | 100% = all consumers Impact andopportunities forthe smartappliances markets全球智能家电市场的发展及机遇 Map select opportunities ina heterogeneous market Map select opportunities in a heterogeneous market在多样市场中选择发展机会 Sales value share & growth | 2023 vs 2019 | Jan 23-Dec 23 | MDA & SDA Potential:high→enablement ofecosystembenefits Limitation:absence ofvalid use case Map select opportunities in a heterogeneous market在多样市场中选择发展机会 Sales value share & growth | 2023 vs 2019 | Jan 23-Dec 23 | MDA & SDA Opportunity: “Democratizing the art ofcookingand making itgratifyingwith the help ofsmart assistance and AIpersonalization” Impact andopportunities forthe smartappliances markets全球智能家电市场的发展及机遇 Smart Appliances to play a pivotalrole in driving innovation andgrowth in 2024 and beyond Global Smart Appliances Outlook全球智能家电市场展望 Otimismfor growth for 2024 as market stabilizes into positive dynamics