家电奥维月度数据点评

《家电奥维月度数据点评》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。

一.家电零售与出口月度数据跟踪1.行业终端零售数据22M3家电零售市场表现较弱，线上略好于线下。22M3线下、线上合计销额分别同比下降21.03%，下降15.35%，1-3月线下、线上累计分别同比下滑19.23%、下滑5.80%。3月家电全品类线下、线上合计销量分别同比下滑32.95%、下滑27.55%，环比2月分别上升73.73%、上升7.17%，1-3月合计同比分别下滑29.59%、下滑14.81%。线下零售市场仍受多地疫情反复原因影响较大。图表1.家电全品类线下、线上销额同比增速：22年3月分别同比下降21.03%，下降15.35%图表2.家电全品类线下、线上销量同比增速：22年3月分别同比下滑32.95%、下滑27.55%100%80%60%40%20%0%-20%-40%-60%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.03-80%60%40%20%0%-20%-40%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.03-60%线下线上线下线上资料来源：奥维云网，资料来源：奥维云网，图表3.家电全品类线下、线上销额环比增速：22年3月分别上升156.80%、上升30.05%图表4.家电全品类线下、线上销量环比增速：22年3月分别上升73.73%、上升7.17%250%200%150%100%50%0%-50%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.03-100%120%100%80%60%40%20%0%-20%-40%20.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.03-60%线下线上线下线上资料来源：奥维云网，资料来源：奥维云网， 二.家电终端零售子版块数据跟踪1.白色家电和彩电白色家电与彩电：奥维云网3月数据显示，空调/冰箱/洗衣机/彩电线下渠道零售额分别同比-22.89%/-12.93%/-20.65%/-24.11%，均价分别同比上涨+14.65%/+19.76%/+15.26%/+24.00%；线上渠道零售额分别同比变化-21.7%/-2.71%/-1.15%/-10.85%,均价分别同比变化+7.04%/-4.51%/+5.8%/-8.09%。①空调销售表现：空调单3月线下、线上销额规模达到39.50亿元、58.90亿元，同比下降22.89%、下降21.70%，环比2月上升293.30%、上升60.23%。空调1-3月线下、线上销额规模累计达到63.50亿元、121.97亿元，同比下降17.67%、下降1.96%.价格表现：空调单3月线下、线上均价分别为4077元、3161元，同比上涨14.65%、7.04%，环比2月上升3.06%、下降6.89%。分品牌来看，3月美的/格力/海尔线下均价分别为4147元/4383元/4002元，分别同比上涨830元/537元/88元；美的/格力/海尔线上均价分别为3467元/3641元/3082元，分别同比变化+558元/+158元/-114元。品牌份额：单3月，美的/格力/海尔线下市占分别为38.79%/32.75%/17.08%，同比+2.99pct/-0.79pct/+3.69pct；3月线下CR3达到88.62%，同比-0.08pct，环比2月+10.42pct。3美的/格力/海尔线上市占分别为30.41%/27.37%/18.16%，同比-4.45pct/-5.21pct/+8.25pct，环比2月-15.89pct/+5.60pct/+6.36pct；3月线上CR3达到75.94%，同比-1.41pct，环比2月-3.92pct。1-3月美的/格力/海尔线下累计市占率分别为36.87%/32.80%/16.49%，同比-3.23pct/-0.24pct/+2.64pct；美的/格力/海尔线上累计市占率分别为36.46%/25.95%/14.46%，同比+3.28pct/-3.95pct/+1.63pct。图表5.空调线下销售额规模与同比变化：3月销额规模为39.50亿元，同比下降22.89%（亿元）图表6.空调线上销售额规模与同比变化：3月销额规模为58.90亿元，同比下降21.70%（亿元）70200%60150%50100%4050%30200%10-50%19.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-100%250200150100500150%100%50%0%-50%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-100%销额规模同比销额规模同比资料来源：奥维云网，资料来源：奥维云网， 图表7.空调线下销售均价与同比变化：3月均价为4077元，同比上涨14.65%图表8.空调线上销售均价与同比变化：3月均价为3161元，同比上涨7.04%（元）4,5004,0003,5003,0002,5002,0001,5001,00050019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）1,0008006004002000-200-400-600-800-1,000-1,200（元）4,0003,5003,0002,5002,0001,5001,00050019.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）8006004002000-200-400-600-800-1,000-1,200均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网，图表9.空调线下价格段占比：3月2300-3499元占比达30.69%，8000元以上占比达到17.53%图表10.空调线上价格段占比：3月2300-3499元占比达到52.04%，2299元以下占比达到13.68%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%4200-54993500-41998000+2300-34996500-79992299-5500-64994200-54993500-41998000+2300-34996500-79992299-5500-6499资料来源：奥维云网，资料来源：奥维云网，图表11.空调线下市场份额：3月美的、格力、海尔市占分别为38.79%、32.75%、17.08%图表12.空调线上市场份额：3月美的、格力、海尔市占分别为30.41%、27.37%、18.16%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030% 美的格力海尔海信惠而浦其他美的格力海尔奥克斯TCL资料来源：奥维云网，资料来源：奥维云网， ②冰箱销售表现：冰箱单3月线下、线上销额规模达到25.35亿元、37.86亿元，同比下降12.93%、下降2.71%，环比2月上升152.00%、环比上升35.26%。冰箱1-3月线下、线上销额规模累计达到59.37亿元、118.05亿元，同比下降16.17%、下降1.83%。价格表现：冰箱单3月线下、线上均价分别为6595元、2055元，同比上涨19.76%、上涨2.96%，环比2月上升26.58%、上升2.96%。品牌份额：单3月，海尔/美的/容声线下市占分别为40.81%/12.72%/10.68%，同比+1.44pct/-0.88pct/+0.04pct，环比2月+3.90pct/-1.35pct/+10.68pct；3月线下CR3达到64.21%，同比上升1.26pct，环比2月下降0.06pct。3月海尔/美的/容声线上市占分别为42.45%/15.05%/10.11%，同比+0.30pct/+0.41pct/-1.99pct，环比2月+3.34pct/-3.53pct/-2.44pct；3月线上CR3达到67.61%，同比下降1.22pct，环比2月下降2.65pct。3月海尔/美的/容声线下累计市占率分别为39.77%/12.79%/11.96%，同比+1.71pct/-0.43pct/+0.03pct；海尔/美的/容声线上累计市占率分别为40.96%/17.41%/12.12%，同比+1.28pct/-0.12pct/-0.73pct。图表13.冰箱线下销售额规模与同比变化：3月销额规模为25.35亿元，同比下降12.93%（亿元）图表14.冰箱线上销售额规模与同比变化：3月销额规模为37.86亿元，同比下降2.71%（亿元）35200%30150%25100%2050%15100%5-50%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-100%1009080706050403020100140%120%100%80%60%40%20%0%-20%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-40%线下销额规模线下同比销额规模同比资料来源：奥维云网，资料来源：奥维云网，图表15.冰箱线下销售均价与同比变化：3月均价为6595元，同比上涨19.76%图表16.冰箱线上销售均价与同比变化：3月均价为2055元，同比上涨2.96%（元)7,000）6,0005,0004,0003,0002,0001,00019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）1,2001,0008006004002000-200-400（元）3,5003,0002,5002,0001,5001,00050019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）6005004003002001000-100-200-300 均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网， 图表17.冰箱线下价格段占比：3月10000-19999元占比达到34.29%，6000-7999元占比达到19.52%图表18.冰箱线上价格段占比：3月1000-1999元占比达到15.27%，2000-2999元占比达到23.83%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%2999-8000-99993000-399910000-199994000-599920000+6000-79993000-39992000-299910000+1000-19996000-9999999-4000-5999资料来源：奥维云网，资料来源：奥维云网，图表19.冰箱线下市场份额：3月海尔、美的、容声市分别为40.81%、12.72%、10.68%图表20.冰箱线上市场份额：3月海尔、美的、容声市占分别为42.45%、15.05%、10.11%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.020%海尔美的容声美菱西门子海尔美的容声美菱西门子其他资料来源：奥维云网，资料来源：奥维云网，③洗衣机销售表现：洗衣机单3月线下、线上销额规模达到17.90亿元、33.88亿元，同比下滑20.65%、下滑1.15%，环比2月上升12.63%、上升17.24%。洗衣机3月线下、线上销额规模累计达到42.24亿元、109.32亿元，同比下滑20.00%、上升3.06%。价格表现：洗衣机单3月线下、线上均价分别为4372元、1643元，同比上涨15.26%、上涨5.80%，环比2月上升23.85%、上升10.57%品牌份额：单3月，海尔/小天鹅/西门子线下市占分别为39.09%/18.28%/12.88%，同比+2.09pct/+3.18pct/+3.00pct，环比2月+0.66pct/+0.95pct/+4.88pct；3月线下CR3达到70.25%，同比上升6.16pct，环比2月上升4.64pct。3月海尔/小天鹅/美的线上市占分别为44.56%/19.64%/9.36%，同比+5.57pct/-0.05pct/-3.72pct，环比2月+4.21pct/-1.81pct/-1.90pct；3月线上CR3达到73.56%，同比上升1.80pct，环比2月上升0.39pct。 1-3月海尔/小天鹅/西门子线下累计市占率分别为39.48%/17.63%/10.63%，同比+2.23pct/+3.03pct/+1.42pct；海尔/小天鹅/美的线上累计市占率分别为42.59%/20.72%/10.56%，同比+3.73pct/-0.35pct/-3.85pct。 图表21.洗衣机线下销售额规模与同比变化：3月销额规模为17.90亿元，同比下滑20.65%（亿元）图表22.洗衣机线上销售额规模与同比变化：3月销额规模为33.88亿元，同比下降1.15%（亿元）30100%80%2560%2040%20%150%10-20%-40%5-60%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-80%100908070605040302010080%70%60%50%40%30%20%10%0%-10%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-20%销额规模同比销额规模同比资料来源：奥维云网，资料来源：奥维云网，图表23.洗衣机线下销售均价与同比变化：3月均价为4372元，同比上涨15.26%图表24.洗衣机线上销售均价与同比变化：3月均价为1643元，同比上涨5.80%（元）5,0004,5004,0003,5003,0002,5002,0001,5001,00050019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）7006005004003002001000-100-200（元）2,0001,8001,6001,4001,2001,00080060040020019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）350300250200150100500-50-100-150-200均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网，图表25.洗衣机线下价格段占比：3月6000-9999元占比达到34.41%，4000-4999元占比达到13.19%图表26.洗衣机线上价格段占比：3月999元以下占比达到17.48%，1500-1999元占比达到15.01%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030% 4000-49993000-399910000+2000-29996000-99991999-5000-59992000-29991500-19996000+1000-14994000-5999999-3000-3999资料来源：奥维云网，资料来源：奥维云网， 图表27.洗衣机线下市场份额：3月海尔、小天鹅、西门子市占分别为39.09%、18.28%、12.88%图表28.洗衣机线上市场份额：3月海尔、小天鹅、美的市占分别为44.56%、19.64%、9.36%100%90%80%70%60%50%40%30%20%10%20.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%海尔小天鹅美的松下西门子其他海尔小天鹅美的西门子松下其他资料来源：奥维云网，资料来源：奥维云网，④彩电销售表现：彩电单3月线下、线上销额规模达到17.88亿元、32.73亿元，同比下滑24.11%、下滑17.84%，环比2月上升101.36%、上升20.60%。彩电3月线下、线上销额规模累计达到53.63亿元、138.32亿元，同比下滑23.11%、下滑12.61%。价格表现：彩电单3月线下、线上均价分别为5946元、2430元，同比上涨19.95%、下降8.09%，环比2月下降19.95%、上升9.81%。品牌份额：单3月，海信/创维/TCL线下市占分别为26.84%/17.74%/12.79%，同比+1.58pct/-0.70pct/-3.36pct，环比2月-0.22pct/+0.77pct/-0.13pct；3月线下CR3达到60.02%，同比上升0.16pct，环比2月上升2.90pct。3月小米/海信/TCL线上市占分别为14.87%/18.06%/12.50%，同比-2.46pct/+3.17pct/-1.15pct，环比2月-1.03pct/+0.31pct/+2.75pct；3月线上CR3达到45.43%，同比下降0.44pct，环比2月上升0.21pct。1-3月海信/创维/TCL线下累计市占率分别为26.62%/17.42/13.94%，同比+1.43pct/+0.40pct/-2.59pct；小米/海信/TCL线上累计市占率分别为15.62%/18.24%/11.30%，同比-2.74pct/+2.57pct/-0.58pct。图表29.彩电线下销售额规模与同比变化：3月销额规模为17.88亿元，同比下滑24.11%（亿元）图表30.彩电线上销售额规模与同比变化：3月销额规模为32.73亿元，同比下降17.84%（亿元）40140%35120%100%3080%2560%2040%20%150%10-20%-40%5-60%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-80%12010080604020060%50%40%30%20%10%0%-10%-20%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-30%销额规模同比销额规模同比 资料来源：奥维云网，资料来源：奥维云网， 图表31.彩电线下销售均价与同比变化：3月均价为5946元，同比上涨19.95%图表32.彩电线上销售均价与同比变化：3月均价为2430元，同比下降8.09%（元）7,0006,0005,0004,0003,0002,0001,00019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）2,0001,5001,0005000-500-1,000（元）3,5003,0002,5002,0001,5001,00050019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）1,2001,0008006004002000-200-400-600均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网，图表33.彩电线下价格段占比：3月6000-9999元占比达到25.93%，10000-19999元占比达到30.16%图表34.彩电线上价格段占比：3月2000-2999元占比达到20.26%，3000-3999元占比达到16.63%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%4000-59993000-399920000+2000-299910000-199991999-6000-99993000-39992000-299910000+1000-19996000-9999999-4000-5999资料来源：奥维云网，资料来源：奥维云网，图表35.彩电线下市场份额：3月海信、创维、TCL市占分别为26.84%、17.74%、12.79%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%图表36.彩电线上市场份额：3月小米、海信、TCL市占分别为14.87%、18.06%、12.50%100%90%80%70%60%50%40%30%20%10%20.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030% 海信创维TCL索尼三星其他海信小米TCL创维长虹其他资料来源：奥维云网，资料来源：奥维云网， 1.厨房大电厨房大电：奥维云网3月数据显示，油烟机/燃气灶/集成灶/燃气热水器/洗碗机线下渠道零售额分别同比变化-25.15%/-23.98%/+14.48%/-28.88%/+22.21%，均价分别同比上涨9.52%/6.22%/8.96%/3.44%/10.13%；线上渠道零售额分别同比变化-4.38%/-7.4%/+12.11%/-6.21%/+10.6%，均价分别同比变化+9.91%/+11.76%/+27.53%/+5.25%/+15.46%。①油烟机销售表现：油烟机单3月线下、线上销额规模达到5.10亿元、9.26亿元，同比下降25.15%、下降4.38%，环比2月上升232.58%、上升63.21%。油烟机3月线下、线上销额规模累计达到10.08亿元、23.29亿元，同比下滑20.22%、上升4.63%。价格表现：油烟机单3月线下、线上均价分别为4164元、1597元，同比上升9.52%、上升9.91%，环比2月上升16.67%、上升10.44%。品牌份额：单3月，老板/方太/华帝线下市占分别为34.19%/30.25%/4.29%，同比+2.69pct/+2.32pct/-2.35pct，环比2月+7.26pct/+3.61pct/-1.95pct；3月线下CR3达到70.84%，同比上升3.48pct，环比2月下降10.20pct。3月老板/方太/美的线上市占分别为23.68%/19.24%/8.69%，同比+0.52pct/-1.42pct/-3.59ct，环比2月+4.55pct/+2.42pct/-1.68pct；3月线上CR3达到52.98%，同比下降2.97pct，环比2月上升6.64pct。1-3月老板/方太/华帝线下累计市占率分别为30.73%/28.77%4.87%，同比+1.52pct/+2.20pct/-1.75pct；老板/方太/美的线上累计市占率分别为20.60%/18.38%/9.40%，同比-0.77pct/-0.14pct/--4.49pct。图表37.油烟机线下销售额规模与同比变化：3月销额规模为5.10亿元，同比下降25.15%（亿元）图表38.油烟机线上销售额规模与同比变化：3月销额规模为9.26亿元，同比下降4.38%（亿元）8150%2576100%20550%15430%102-50%5119.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-100%0100%80%60%40%20%0%-20%19.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.0122.03-40%销额规模同比销额规模同比资料来源：奥维云网，资料来源：奥维云网， 图表39.油烟机线下销售均价与同比变化：3月均价为4164元，同比上升9.52%图表40.油烟机线上销售均价与同比变化：3月均价为1597元，同比上升9.91%（元）4,5004,0003,5003,0002,5002,0001,5001,00050019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）8006004002000-200-400-600（元）1,8001,6001,4001,2001,00080060040020019.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.0122.030（元）4003002001000-100-200-300-400-500均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网，图表41.油烟机线下价格段占比3月5000-5999元占比达到29.09%，6000元以上占比达到23.07%图表42.油烟机线上价格段占比：3月2000-2999元占比达到35.77%，1000-1999元占比达到28.08%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%4000-44993000-39996000+2000-29995000-59991999-4500-49993000-39992000-29996000+1000-19995000-5999999-4000-4999资料来源：奥维云网，资料来源：奥维云网，图表43.油烟机线下市场份额：3月老板、方太、华帝市占分别为34.19%、30.25%、4.29%图表44.油烟机线上市场份额：3月老板、方太、美的市占分别为23.68%、19.24%、8.69%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030% 老板方太美的华帝西门子其他老板方太美的华帝海尔其他资料来源：奥维云网，资料来源：奥维云网， ②燃气灶销售表现：燃气灶单3月线下、线上销额规模达到2.6亿元、5.35亿元，同比下降23.98%、下降7.40%，环比2月上升159.97%、上升50.78%。燃气灶3月线下、线上销额规模累计达到5.76亿元、14.56亿元，同比下滑16.94%、下滑0.05%。价格表现：燃气灶单3月线下、线上均价分别为1981元、855元，同比上涨6.22%、上涨11.76%，环比2月上升15.98%、上升19.92%。品牌份额：单3月，老板/方太/华帝线下市占分别为31.80%/28.52%/8.00%，同比+0.09pct/+0.48pct/-0.97pct，环比2月+7.80pct/+5.37pct/-2.18pct；3月线下CR3达到68.32%，同比下降0.40pct，环比2月上升10.98pct。3月老板/方太/华帝线上市占分别为24.25%/16.61%/8.00%，同比+4.64pct/-0.11pct/-3.63pct，环比2月+6.99pct/+3.18pct/-0.78pct；3月线上CR3达到52.75%，同比上升4.74pct,环比2月上升9.24pct。1-3月老板/方太/华帝线下累计市占率分别为27.80%/25.89%/9.09%，同比+0.10pct/+0.33pct/-0.34pct；老板/方太/美的线上累计市占率分别为18.69%/14.47%/8.53%，同比+2.16pct/+10.90pct/-3.83pct。图表45.燃气灶线下销售额规模与同比变化：3月销额规模为2.60亿元，同比下降23.98%（亿元）图表46.燃气灶线上销售额规模与同比变化：3月销额规模为5.35亿元，同比下降7.40%（亿元）4120%144100%1280%360%10340%8220%20%61-20%4-40%1-60%219.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-80%070%60%50%40%30%20%10%0%-10%-20%19.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.0122.03-30%销额规模同比销额规模同比资料来源：奥维云网，资料来源：奥维云网，图表47.燃气灶线下销售均价与同比变化：3月均价为1981元，同比上涨6.22%图表48.燃气灶线上销售均价与同比变化：3月均价为855元，同比上涨11.76%（元）2,5002,0001,5001,00050019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）4003002001000-100-200（元）1,00090080070060050040030020010019.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1022.0122.030（元）200150100500-50-100-150-200-250 均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网， 图表49.燃气灶线下价格段占比：3月3000元以上占比达到30.82%，2500-2999元占比达到17.36%图表50.燃气灶线上价格段占比：3月500-999元占比达到25.24%，499元以下占比达到13.30%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.121.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.121.1121.1222.0122.0222.030%1700-19991500-16993000+1000-14992500-2999999-2000-2499499-500-9991000-12991300-14991500-16991700-19992000+资料来源：奥维云网，资料来源：奥维云网，图表51.燃气灶线下市场份额：3月老板、方太、华帝市占分别为31.80%/28.52%/8.00%图表52.燃气灶线上市场份额：3月老板、方太、华帝市占分别为24.25%/16.61%/8.00%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%老板方太华帝美的海尔其他老板方太美的苏泊尔华帝其他资料来源：奥维云网，资料来源：奥维云网，③集成灶销售表现：集成灶单3月线下、线上销额规模达到3494万元、4.52亿元，同比增长14.48%、增长12.11%，环比2月上升223.29%/上升113.60%。集成灶3月线下、线上销额规模累计达到5785.21万元、4.52亿元，同比增长18.36%、上升12.11%。价格表现：集成灶单3月线下、线上均价分别为10350元、8051元，同比上涨8.96%、上涨27.53%，环比2月上升1.16%、下降0.57%。品牌份额：单3月，美的/火星人/美大线下市占分别为7.92%/23.78%/15.22%，同比-9.84pct/+3.87pct/-5.43pct，环比2月+7.92pct/-4.76pct/+15.22pct；3月线下CR3达到48.83%，同比下降9.48pct，环比2月下降4.84pct。3月火星人/亿田/帅丰线上市占分别为20.36%/15.09%/6.06%，同比-1.72pct/+6.69pct/+2.70pct，环比2月-3.11pct/-4.19pct/-1.69pct；3月线上CR3达到43.29%，同比上升5.51pct，环比2月下降7.19pct。1-3月火星人/美大/美的线下累计市占率分别为25.09%/15.10%/7.89%，同比+3.87pct/-5.43pct/-9.84pct；火星人/亿田/森歌线上累计市占率分别为21.98%/16.12%/6.532%，同比+0.80pct/+8.57pct/+2.81pct。 图表53.集成灶线下销售额规模与同比变化：3月销额规模为3494万元，同比增长14.48%（万元）图表54.集成灶线上销售额规模与同比变化：3月销额规模为4.52亿元，同比上升12.11%（亿元）4,0003,5003,0002,5002,0001,5001,0005000300%250%200%150%100%50%0%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-50%16200%1412150%10100%8650%40%219.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.0122.030-50%销额规模同比销额规模同比资料来源：奥维云网，资料来源：奥维云网，图表55.集成灶线下销售均价与同比变化：3月均价为10350元，同比上涨8.96%图表56.集成灶线上销售均价与同比变化：3月均价为8051元，同比上涨27.53%（元）12,00010,0008,0006,0004,0002,00019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）2,0001,5001,0005000-500-1,000-1,500-2,000（元）9,0008,0007,0006,0005,0004,0003,0002,0001,00019.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.0122.030（元）3,0002,5002,0001,5001,0005000-500-1,000-1,500-2,000均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网，图表57.集成灶线下价格段占比：3月10000元以上占比达到65.09%，6000-6999元占比达到7.82%图表58.集成灶线上价格段占比：3月10000元以上占比达到48.79%，4999元以下占比达到7.66%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030% 7000-79996000-699910000+5000-59999000-99994999-8000-89997000-79996000-699910000+5000-59999000-99994999-8000-8999资料来源：奥维云网，资料来源：奥维云网， 图表59.集成灶线下市场份额：3月美的、火星人、美大市占分别为7.92%、23.78%、15.22%图表60.集成灶线上市场份额：3月火星人、亿田、帅丰市占分别为20.36%、15.09%、6.06%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%美大美的火星人帅康法迪欧其他火星人亿田美大美的森歌其他资料来源：奥维云网，资料来源：奥维云网，④燃气热水器销售表现：燃气热水器单3月线下、线上销额规模达到3.74亿元、7.53亿元，同比下降28.88%、下降6.21%，环比2月上升129.792%、上升46.19%。燃气热水器3月线下、线上销额规模累计达到8.12亿元、20.74亿元，同比下滑28.73%、下滑4.14%。价格表现：燃气热水器单3月线下、线上均价分别为3459元、1725元，同比上涨14.76%、上涨17.11%，环比2月上升3.44%、上升5.25%。品牌份额：单3月，A.O.史密斯/万和/林内线下市占分别为16.76%/10.62%/6.53%，同比-1.30pct/+1.49pct/-1.98pct，环比2月+2.28pct/-1.06pct/-1.52pct；3月线下CR3达到37.17%，同比下降1.28pct，环比2月上升0.76pct。3月美的/海尔/林内线上市占分别为14.43%/21.02%/12.98%，同比-6.14pct/+2.67pct/+1.69pct，环比2月-4.01pct/+0.01pct/+3.25pct；3月线上CR3达到48.43%，同比下滑2.93pct，环比2月下降3.70pct。1-3月A.O.史密斯/林内/万和线下累计市占率分别为15.48%/11.61%/7.96%，同比-1.30pct/+1.01pct/-1.06pct；美的/海尔/万和线上累计市占率分别为15.90%/21.14%/12.10%，同比-3.75pct/+2.68pct/-1.67pct。图表61.燃气热水器线下销售额规模与同比变化：3月销额规模为3.74亿元，同比下降28.88%（亿元）图表62.燃气热水器线上销售额规模与同比变化：3月销额规模为7.53亿元，下降6.21%（亿元）7120%6100%80%560%440%20%30%2-20%-40%1-60%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-80%20140%18120%16100%1480%1260%10840%620%40%2-20%19.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.0122.030-40% 销额规模（亿元）同比销额规模（亿元）同比资料来源：奥维云网，资料来源：奥维云网， 图表63.燃气热水器线下销售均价与同比变化：3月均价为3459元，同比上涨14.76%图表64.燃气热水器线上销售均价与同比变化：3月均价为1725元，同比上涨17.11%（元）4,0003,5003,0002,5002,0001,5001,00050019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）6005004003002001000-100-200-300-400-500（元）2,0001,8001,6001,4001,2001,00080060040020019.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.0122.030（元）4003002001000-100-200-300均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网，图表65.燃气热水器线下价格段占比：3月5000元以上占比达到35.46%,4000-4999元以上占比达到16.49%图表66.燃气热水器线上价格段占比：3月1499元以下占比达到31.57%，3500-4999元占比达到13.18%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%3000-34992500-29995000+2000-24994000-49991999-3500-39992500-29992000-24995000+1500-19993500-49991499-3000-3499资料来源：奥维云网，资料来源：奥维云网，图表67.燃气热水器线下市场份额：3月A.O.史密斯、林内、万和市占分别为16.76%、10.62%、6.53%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030% 图表68.燃气热水器上市场份额：3月海尔、美的、林内市占分别为14.43%、21.02%、12.98%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%A.O.史密斯万和美的林内万家乐其他美的海尔万和林内万家乐其他资料来源：奥维云网，资料来源：奥维云网， ⑤洗碗机销售表现：洗碗机单3月线下、线上销额规模达到2.44亿元、3.54亿元，同比上升22.21%、上升10.60%，环比2月上升330.39%、上升104.08%。洗碗机3月线下、线上销额规模累计达到3.94亿元、7.75亿元，同比上升21.95%、上升6.89%。价格表现：洗碗机单3月线下、线上均价分别为7513元、4211元，同比上升10.13%、增长15.46%，环比2月上升6.24%、上升21.04%。品牌份额：单3月，西门子/老板/方太线下市占分别为45.87%/17.29%/6.85%，同比+2.56pct/+2.29pct/-1.13pct，环比2月-4.35pct/+6.26pct/+1.28pct；3月线下CR3达到79.18%，同比上升3.72pct，环比2月上升2.18pct。3月西门子/美的/海尔线上市占分别为20.63%/21.34%/11.23%，同比-6.99pct/-3.79pct/+1.89pct，环比2月+0.64pct/-1.53pct/-0.96pct；3月线上CR3达到53.20%，同比下滑8.90pct，环比2月下降1.85pct。1-3月西门子/老板/方太线下累计市占率分别为45.53%/15.94%/16.59%，同比-1.26pct/+2.97pct/-0.92pct；西门子/美的/海尔线上累计市占率分别为20.52%/22.12%/11.74%，同比-6.91/-1.30pct/+2.45pct。图表69.洗碗机线下销售额规模与同比变化：3月销额规模为3.94亿元，同比上升21.95%图表70.洗碗机线上销售额规模与同比变化：3月销额规模为7.75亿元，同比上升6.89%（3亿元）3221119.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020200%150%100%50%0%-50%-100%（亿元）1210864219.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.0122.030100%80%60%40%20%0%-20%-40%销额规模同比销额规模同比资料来源：奥维云网，资料来源：奥维云网，图表71.洗碗机线下销售均价与同比变化：3月均价为7513元，同比上升10.13%图表72.洗碗机线上销售均价与同比变化：3月均价为4211元，同比增长15.46%（元）8,0007,0006,0005,0004,0003,0002,0001,00019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）1,0008006004002000-200-400（元）4,5004,0003,5003,0002,5002,0001,5001,00050019.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.0122.030（元）8006004002000-200-400-600 均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网， 图表73.洗碗机线下价格段占比：3月6000-7000元占比达到17.65%，8000元以上占比达到36.19%图表74.洗碗机线上价格段占比：3月4000-5000元占比达到24.76%，5000-6000元占比达到17.23%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%5000-60004000-50008000+3000-40007000-80003000-6000-70004000-50003000-40007000+2000-30006000-70002000-5000-6000资料来源：奥维云网，资料来源：奥维云网，图表75.洗碗机线下市场份额：3月西门子、老板、方太市占分别为45.87%、17.29%、6.85%图表76.洗碗机上市场份额：3月西门子、美的、海尔市占分别为20.63%、21.34%、11.23%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%西门子方太美的老板华帝其他西门子美的海尔方太松下其他资料来源：奥维云网，资料来源：奥维云网，1.小家电小家电：奥维云网3月数据显示，电饭煲/破壁机/养生壶/料理机/扫地机器人线下渠道零售额分别同比变化-29.87%/-42.8%/-36.72%/-43.71%/-2.90%，均价分别同比变化+10.39%/-0.88%/+4.00%/+1.83%/+84.88%；22M3线上渠道零售额分别同比变化-28.05%/-23.26%/-37.48%/-29.48%/+22.76%，均价分别同比变化-0.91%/-1.54%/+0.80%/+15.00%/+43.68%。①电饭煲销售表现：电饭煲单3月线下、线上销额规模达到0.92亿元、4.97亿元，同比下滑29.87%、下滑28.05%，环比2月下降4.03%、上升8.48%。电饭煲1-3月线下、线上销额规模累计达到3.66亿元、16.82亿元，同比下滑22.27%、下滑15.32%。价格表现：电饭煲单3月线下、线上均价分别为595元、218元，同比上涨3.30%、下降0.91%，环比2月上升3.30%、上升3.32%。品牌份额：单3月，美的/苏泊尔/九阳线下市占分别为42.78%/33.99%12.40%，同比 -3.04pct/+2.46pct/-0.39pct，环比2月+3.28pct/-4.58pct/+0.71pct；3月线下CR3达到89.17%，同比下降0.57pct，环比2月下降1.01pct。3月美的/苏泊尔/九阳线上市占分别为29.43%/27.07%/10.49%，同比-1.27pct/+1.53pct/-0.28pct，环比2月+3.23pct/-5.37pct/+0.37pct；3月线上CR3达到66.99%，同比降低0.03pct，环比2月下降1.76pct。 1-3月美的/苏泊尔/九阳线下累计市占率分别为41.19%/37.13%11.71%，同比-1.49pct/+2.00pct/-1.18pct；美的/苏泊尔/九阳线上累计市占率分别为28.55%/31.19%/9.75%，同比-2.28pct/+2.87pct/--0.82pct。图表77.电饭煲线下销售额规模与同比变化：3月销额规模为0.92亿元，同比下滑29.87%（亿元）图表78.电饭煲线上销售额规模与同比变化：3月销额规模为4.97亿元，同比下滑28.05%（亿元）3100%80%260%40%220%10%-20%1-40%-60%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-80%1450%1240%30%1020%810%60%4-10%-20%2-30%19.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-40%销额规模同比销额规模（亿元）同比资料来源：奥维云网，资料来源：奥维云网，图表79.电饭煲线下销售均价与同比变化：3月均价为595元，同比上涨3.30%图表80.电饭煲线上销售均价与同比变化：3月均价为218元，同比下降0.91%7006005004003002001000（元）（元）12010080604020019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-20300250200150100500（元）（元）403020100-10-20-3019.0519.0719.0919.1120.0120.0320.0520.0720.0920.1121.0121.0321.0521.0721.0921.1122.0122.03-40均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网，图表81.电饭煲线下价格段占比：3月700-999元占比达到16.84%，1500+元占比达到17.84%图表82.电饭煲线上价格段占比：3月299元以下占比达到60.32%，300-399元占比达到10.14%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030% 100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%299-300-399400-499500-699700-9991000-14991500+299-300-399400-499500-699700-9991000-14991500+资料来源：奥维云网，资料来源：奥维云网， 图表83.电饭煲线下市场份额：3月美的、苏泊尔、九阳市占分别为42.78%、33.99%、12.40%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%图表84.电饭煲上市场份额：3月美的、苏泊尔、九阳市占分别为29.43%、27.07%、10.49%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%美的苏泊尔九阳松下松桥其他苏泊尔美的九阳小米松下其他资料来源：奥维云网，资料来源：奥维云网，②破壁机销售表现：破壁机单3月线下、线上销额规模达到0.52亿元、2.68亿元，同比下滑42.80%、下滑23.26%，环比2月上升20.31%、上升29.60%。破壁机3月线下、线上销额规模累计达到1.63亿元、7.52亿元，同比下滑39.98%、下滑18.04%。价格表现：破壁机单3月线下、线上均价分别为1018元、448元，同比下降0.88%、1.54%，环比2月上升3.56%、上升2.75%。品牌份额：单3月，美的/九阳/苏泊尔线下市占分别为34.34%/39.33%/25.32%，同比+0.79pct/-1.56pct/+2.31pct，环比2月+0.36pct/+2.87pct/-3.17pct；3月线下CR3达到98.99%，同比增长1.36pct，环比2月上升0.05pct。3月九阳/苏泊尔/美的线上市占分别为39.52%/16.49%/13.98%，同比-3.76pct/+2.53pct/-3.68pct，环比2月-2.79pct/+0.55pct/+1.06pct；3月线上CR3达到69.99%，同比下降2.97pct，环比2月下降2.27pct。1-3月九阳/美的/苏泊尔线下累计市占率分别为36.14%/33.97%/28.73%，同比-4.74pct/+3.12pct/+2.69pct；九阳/美的/苏泊尔线上累计市占率分别为41.95%/12.98%/16.79%，同比-2.12pct/-2.58pct/+2.17pct。图表85.破壁机线下销售额规模与同比变化：3月销额规模为0.52亿元，同比下滑42.80%（亿元）图表86.破壁机线上销售额规模与同比变化：3月销额规模为2.68亿元，同比下滑23.26%（亿元）280%12160%10140%120%810%61-20%40-40%0-60%219.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-80%0250%200%150%100%50%0%-50%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-100% 销额规模同比销额规模同比资料来源：奥维云网，资料来源：奥维云网， 图表87.破壁机线下销售均价与同比变化：3月均价为1018元，同比下降0.88%图表88.破壁机线上销售均价与同比变化：3月均价为448元，同比下降1.54%（元）1,6001,4001,2001,00080060040020019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）100500-50-100-150-200-250-300-350-4008007006005004003002001000（元）（元）500-50-100-150-200-250-300-35019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-400均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网，图表89.破壁机线下价格段占比：3月1500-1999元占比达到28.47%，1000-1499元占比达到24.62%图表90.破壁机线上价格段占比：3月399元以下占比达到42.27%，400-599元占比达到23.17%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%399-400-599600-799800-9991000-14991500-19992000+399-400-599600-799800-9991000-14991500-19992000+资料来源：奥维云网，资料来源：奥维云网，图表91.破壁机线下市场份额：3月九阳、美的、苏泊尔市占分别为34.34%、39.33%、25.32%图表92.破壁机线上市场份额：3月九阳、苏泊尔、美的市占分别为39.52%、16.49%、13.98%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030% 100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%美的九阳苏泊尔惠而浦爱仕达其他九阳苏泊尔美的奥克斯韩国现代其他资料来源：奥维云网，资料来源：奥维云网， ③养生壶销售表现：养生壶单3月线下、线上销额规模达到534.42万元、1.29亿元，同比下滑36.72%、下滑37.48%，环比2月下降8.57%、下滑3.23%。破壁机3月线下、线上销额规模累计达到0.20亿元、4.31亿元，同比下滑30.93%、下滑24.19%。价格表现：养生壶单3月线下、线上均价分别为234元、126元，同比上升4.00%、上升0.80%，环比2月不变、下滑1.56%。品牌份额：单3月，美的/苏泊尔/九阳线下市占分别为35.00%/36.50%/15.20%，同比-5.47pct/+7.84pct/+2.20pct，环比2月+2.31pct/-1.40pct/-0.58pct；3月线下CR3达到86.74%，同比上升4.61pct，环比2月上升0.32pct。3月小熊/美的/九阳线上市占分别为21.50%/143.92%/15.31%，同比-2.66pct/-1.83pct/+3.39pct，环比2月-1.67pct/-0.56pct/-0.51pct；3月线上CR3达到54.17%，同比上升1.06pct，环比2月下降2.03pct。1-3月美的/苏泊尔/九阳线下累计市占率分别为34.42%/37.83%/15.28%，同比-5.66pct/+7.22pct/+2.64pct；小熊/美的/苏泊尔线上累计市占率分别为22.45%/15.22%/16.84%，同比-1.88pct/-0.31pct/+2.91pct。图表93.养生壶线下销售额规模与同比变化：3月销额规模为534.42万元，同比下滑36.72%图表94.养生壶线上销售额规模与同比变化：3月销额规模为1.29亿元，同比下滑37.48%（万元）1,6001,4001,2001,00080060040020019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02060%40%20%0%-20%-40%-60%-80%-100%4（亿元）33221119.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020100%80%60%40%20%0%-20%-40%-60%销额规模同比销额规模同比资料来源：奥维云网，资料来源：奥维云网，图表95.养生壶线下销售均价与同比变化：3月均价为234元，同比上升4.00%图表96.养生壶线上销售均价与同比变化：3月均价为126元，同比上升0.80%270260250240230220210200（元）（元）20100-10-20-30-4019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-50160140120100806040200（元） （元）20100-10-20-30-4019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-50均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网， 图表97.养生壶线下价格段占比：3月200-299元占比达到38.22%，199元以下占比达到33.99%图表98.养生壶线上价格段占比：3月99元以下占比达到30.49%，100-159元占比达到39.20%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%0-199200-299300-399400-499500+0-99100-159160-199200-299300+资料来源：奥维云网，资料来源：奥维云网，图表99.养生壶线下市场份额：3月美的、苏泊尔、九阳市占分别为35.00%、36.50%、15.20%图表100.养生壶上市场份额：3月小熊、美的、九阳市占分别为21.50%、143.92%、15.31%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%美的苏泊尔九阳小熊松桥其他小熊美的九阳苏泊尔荣事达其他资料来源：奥维云网，资料来源：奥维云网，④料理机销售表现：料理机单3月线下、线上销额规模达到0.56亿元、4.10亿元，同比下滑43.71%、下滑29.48%，环比2月上升18.91%、上升21.72%。料理机3月线下、线上销额规模累计达1.78亿元、12.51亿元，同比下滑40.75%、下滑19.92%。价格表现：料理机单3月线下、线上均价分别为780元、200元，同比上升1.83%、上涨15.00%，环比2月上升4.84%、上升3.50%。品牌份额：单3月，九阳/苏泊尔/美的线下市占分别为39.32%/24.66%/33.89%，同比-0.57pct/+2.38pct/+0.02pct，环比2月+2.53pct/-2.86pct/+0.54pct；3月线下CR3达到97.87%，同比上升0.51pct，环比2月上升0.21pct。3月九阳/苏泊尔/美的线上市占分别为32.85%15.10%/12.11%，同比+0.29pct/+2.18pct/-3.00pct，环比2月+0.32pct/-1.97pct/+0.68pct；3月线上CR3达到60.05%，同比下降0.44pct，环比2月下降0.98pct。3月九阳/美的/苏泊尔线下累计市占率分别为36.54%/33.31%/27.07%，同比-3.12pct/+1.86pct/+2.70pct；九阳/苏泊尔/美的线上累计市占率分别为32.37%/16.78%/11.48%，同 比+0.50pct/+2.23pct/-1.32pct。 图表101.料理机线下销售额规模与同比变化：3月销额规模为0.56亿元，同比下滑43.71%（亿元）图表102.料理机线上销售额规模与同比变化：3月销额规模为4.10亿元，同比29.48%（亿元）2100%280%260%140%120%110%1-20%0-40%0-60%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-80%16160%14140%120%12100%1080%60%840%620%40%-20%2-40%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020-60%销额规模同比销额规模同比资料来源：奥维云网，资料来源：奥维云网，图表103.料理机线下销售均价与同比变化：3月均价为780元，同比上升1.83%图表104.料理机线上销售均价与同比变化：3月均价为200元，同比上涨15.00%（元）1,2001,00080060040020019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）150100500-50-100-150-200-25019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-300250200150100500（元）（元）250200150100500-50-100-150-200均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网，图表105.料理机线下价格段占比：3月700-1299元占比达到41.42%,1300-1999元占比达到32.35%图表106.料理机线上价格段占比：3月199元以下占比达到30.59%，200-399元占比达到31.05%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030% 399-400-699700-12991300-19992000+199-200-399400-599600-699700-12991300-19992000+资料来源：奥维云网，资料来源：奥维云网， 图表107.料理机线下市场份额：3月九阳、美的、苏泊尔市占分别为39.32%/24.66%/33.89%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%图表108.料理机线上市场份额：3月九阳、美的、苏泊尔市占分别为32.85%15.10%/12.11%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%九阳苏泊尔美的惠而浦小熊其他九阳苏泊尔美的奥克斯小熊其他资料来源：奥维云网，资料来源：奥维云网，⑤扫地机器人销售表现：扫地机器人单3月线下、线上销额规模达到1958万元、5.26亿元，同比下降2.90%、下降22.76%，环比2月上升47.66%、上升27.46%。扫地机器人3月线下、线上销额规模累计达到0.58亿元、17.81亿元，同比下降5.94%、下降4.23%。价格表现：扫地机器人单3月线下、线上均价分别为4415元、3069元，同比上涨84.88%、上涨43.68%，环比2月上升7.13%，6.01%。品牌份额：单3月，科沃斯/美的/莱克线下市占分别为82.24%/10.23%/0.31%，同比-4.71pct/+10.23pct/-2.00pct，环比2月-6.10pct/+5.93pct/-0.01pct；3月线下CR3达到96.09%，同比上升3.29pct，环比2月上升0.54pct。3月科沃斯/云鲸/石头线上市占分别为44.26%/16.60%/15.95%，同比+2.45pct/-0.67pct/+6.1pct；3月线上CR3达到76.81%，同比上升5.13pct，环比2月上升0.49pct。1-3月科沃斯/美的/惠而浦线下累计市占率分别为82.24%/10.23%/0.76%，同比-4.71pct/+10.23pct/-2.02pct；科沃斯/云鲸/小米线上累计市占率分别为42.20%/15.41%/9.66%，同比-1.13pct/+3.83pct/-5.78pct。图表109.扫地机器人线下销售额规模与同比变化：3月销额规模为1958万元，同比下降2.90%（万元）图表110.扫地机器人线上销售额规模与同比变化：3月销额规模为5.26亿元，同比下降22.76%（亿元）3,5003,0002,5002,0001,5001,0005000200%30150%25100%2050%150%10-50%519.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-100%080%60%40%20%0%-20%19.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.02-40% 销额规模同比销额规模同比资料来源：奥维云网，资料来源：奥维云网， 图表111.扫地机器人线下销售均价与同比变化：3月均价为4415元，同比上涨84.88%图表112.扫地机器人线上销售均价与同比变化：3月均价为3069元，同比上涨43.68%（元）5,0004,5004,0003,5003,0002,5002,0001,5001,00050019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）2,5002,0001,5001,0005000-500（元）3,5003,0002,5002,0001,5001,00050019.0419.0619.0819.1019.1220.0220.0420.0620.0820.1020.1221.0221.0421.0621.0821.1021.1222.020（元）1,4001,2001,0008006004002000-200-400均价同比（右轴）均价同比（右轴）资料来源：奥维云网，资料来源：奥维云网，图表113.扫地机器人线下价格段占比：3月3500+元占比达到81.99%,2000-2499元占比达到3.65%图表114.扫地机器人线上价格段占比：3月3000-3999元占比达到54.22%，2500-2999元占比达到6.96%100%90%80%70%60%50%40%30%20%10%20.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%100%90%80%70%60%50%40%30%20%10%999-1000-14991500-1992000-24992500-29993000-39994000+1400-1500-1992000-24992500-29993000-34993500+20.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%资料来源：奥维云网，资料来源：奥维云网，图表115.扫地机器人线下市场份额：3月科沃斯、美的、莱克市占分别为82.24%、10.23%、0.31%图表116.扫地机器人线上市场份额：3月科沃斯、云鲸、石头市占分别为44.26%、16.60%、15.95%100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030% 100%90%80%70%60%50%40%30%20%10%19.1019.1119.1220.0120.0220.0320.0420.0520.0620.0720.0820.0920.1020.1120.1221.0121.0221.0321.0421.0521.0621.0721.0821.0921.1021.1121.1222.0122.0222.030%科沃斯惠而浦美的松下莱克其他科沃斯云鲸小米石头美的其他资料来源：奥维云网，资料来源：奥维云网， 三.风险提示1）疫情影响宏观经济未能达到预期：当前疫情出现散点爆发态势，若疫情大规模爆发或将影响国内宏观经济水平从而对家电企业的生存环境产生不利影响；2）海外疫情二次冲击或将影响家电出口：海外疫情蔓延会影响家电行业目标市场的经济环境，同时抑制当地消费者的消费支出，这都会对家电行业的出口产生影响；3）家电行业价格战加剧：家电厂商或因长时间价格战导致无法支撑持续上涨的经营成本，影响企业综合盈利能力水平；4）地产表现低迷:家用电器行业的景气程度与房地产行业的关联性较高；房地产行业未来调控方向和调控力度具有较高的不确定性，如果调控政策导致房地产市场交易长期低迷，住房装修及电器需求将相应减少，从而将对行业内企业生产经营带来不利影响。5）原材料价格上涨风险：若未来主要原材料价格出现持续大幅上升情况，将不利于行业内企业的成本控制，进而影响企业盈利能力。