家用电器行业双11专题报告：强者愈强，消费升级主旋律强化

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1、行业报告

2、行业专题研究内容目录1.白电整体增速放缓，龙头热度依旧...........................................................................................41.1.整体增速42％回归全网平均水平，小家电热度较高........................................................41.2.双11热度下降减缓增速，龙头热度依旧............................................................

3、..................4大家电折扣力度较弱......................................................................................................................5龙头品牌增速维持...........................................................................................................................5线下市场提前截流...

4、........................................................................................................................52.消费升级下竞争格局提升，强者愈强.......................................................................................62.1.白电：龙头独大，CR3同比提升10pct.......................................

5、...........................................72.2.厨电：下半场竞争，龙头更具优势.........................................................................................82.3.彩电：提价复苏明显，龙头地位稳固.....................................................................................82.4.厨房小家电：强者恒强，九阳发力营销显成效.......

6、.........................................................112.5.环境家电：消费升级重点受益，吸尘器增长超预期.......................................................123.消费升级主旋律依旧..................................................................................................................134.投资建议...............

7、........................................................................................................................14图表目录图1：家电整体销售额同比增长42%........................................................................................................4图2：大家电增速放缓，小家电消费升级热潮......................

8、...............................................................4图3：电视内销恢复，健康电器受热捧...................................................................................................4图4：双十一大家电折扣力度较弱................................................................