2023H1中国壁挂炉零售市场总结.pdf

奥维云网(AVC)厨卫事业部2023年8月2023H12023H1中国壁挂炉零售市场总结中国壁挂炉零售市场总结www.avc-2-全渠道规模：整体市场仅零售渠道回暖，工程严重收缩全渠道规模：整体市场仅零售渠道回暖，工程严重收缩数据来源：奥维云网（AVC）推总数据2018-2023H12018-2023H1壁挂炉分渠道销售量（万台）壁挂炉分渠道销售量（万台）20232023H1H1分渠道销量增速对比分渠道销量增速对比76.180.976.8107.3103.749.086.393.5100.6103.885.19.4164.4230.5256.651.231.09.3326.8404.9434.0262.4219.867.7201820192020202120222023H1煤改气普通工程零售渠道整体35.1%-53.9%-35.2%-1.5%零售渠道普通工程煤改气整体www.avc-3-零售规模：年初呈现强劲的弹性复苏态势，后劲则略显不足零售规模：年初呈现强劲的弹性复苏态势，后劲则略显不足数据来源：奥维云网（AVC）推总数据80.9 76.8 107.3 103.7 49.0 6.3%-5.1%39.7%-3.4%35.1%20192020202120222023H1销量（万台）同比0.61.00.80.71.01.3-10.7%108.6%24.3%6.0%17.1%-8.7%23.0123.0223.0323.0423.0523.06销量（万台）同比2019-20232019-2023年年H1H1壁挂炉壁挂炉零售渠道零售渠道销量及同比销量及同比20232023年年H1H1壁挂炉壁挂炉零售渠道零售渠道线上线上销量及同比销量及同比20232023年年H1H1壁挂炉壁挂炉零售渠道零售渠道线下线下销量及同比销量及同比5.477.346.857.327.718.7712.9%160.0%35.0%8.7%-5.7%-7.9%23.0123.0223.0323.0423.0523.06销量（万台）同比上半年线上合计5.5万台，同比+13.9%上半年线下合计43.5万台，同比+16.9%www.avc-4-品牌竞争：线上品牌类型均衡发展，集中度大幅提升品牌竞争：线上品牌类型均衡发展，集中度大幅提升数据来源：奥维云网（AVC）监测数据80.2%82.4%90.8%21H122H123H193.8%88.1%88.0%21H122H123H12021-20232021-2023年年H1H1壁挂炉壁挂炉线上线上TOP10TOP10品牌销额占比品牌销额占比2021-20232021-2023年年H1H1壁挂炉壁挂炉线下线下(KA)KA)TOP10TOP10品牌销额占比品牌销额占比2021-20232021-2023年年H1H1壁挂炉壁挂炉线上线上品牌类型占比品牌类型占比2021-20232021-2023年年H1H1壁挂炉壁挂炉线下线下(KA)KA)品牌类型占比品牌类型占比57.1%48.9%51.1%42.9%51.1%48.9%21H122H123H1国内品牌国外品牌38.4%36.7%26.9%61.6%63.3%73.1%21H122H123H1国内品牌国外品牌www.avc-5-价格结构：线上价格结构：线上6-10k6-10k价格段持续增长，线下价格段持续增长，线下10-15k10-15k加速聚集加速聚集数据来源：奥维云网（AVC）监测数据线上壁挂炉分价格段零售额结构变化线上壁挂炉分价格段零售额结构变化38.9%11.4%17.2%14.6%11.4%3.9%2.2%0.3%30.2%15.4%12.8%19.7%10.9%7.0%2.8%1.1%27.8%21.1%14.5%14.7%11.6%7.3%2.3%0.7%6k6-8k8-10k10-15k15-20k20-25k25-30k30K21H122H123H1线下（线下（KAKA）壁挂炉分价格段零售额结构变化）壁挂炉分价格段零售额结构变化12.5%23.1%26.2%24.4%11.5%1.7%0.5%0.1%11.6%18.3%27.4%22.8%13.9%4.3%0.9%0.7%8.6%14.2%25.4%33.8%12.7%3.7%0.8%0.7%6k6-8k8-10k10-15k15-20k20-25k25-30k30K21H122H123H1www.avc-4%5%6%9%14%15%4%7%7%1%2%3%3%3%4%21%31%35%30%22%24%26%26%21%15%13%10%3%4%4%6%5%6%34%26%29%34%40%37%19%20%17%4%6%7%9%8%10%21H122H123H121H122H123H121H122H123H121H122H123H121H122H123H121H122H123H121kW22-25kW26kW27-30kW30kW整体冷凝非冷凝-6-产品结构：两级功率段增长，冷凝炉价格回升产品结构：两级功率段增长，冷凝炉价格回升数据来源：奥维云网（AVC）监测数据2021-2023H12021-2023H1线上壁挂炉各功率段内冷凝销额占比变化线上壁挂炉各功率段内冷凝销额占比变化981799611003565016693640221H122H123H1冷凝非冷凝2021-2023H12021-2023H1线上壁挂炉冷凝均价变化线上壁挂炉冷凝均价变化www.avc-7-功能结构：零冷水成为新赛道，具有显著的高端支持力功能结构：零冷水成为新赛道，具有显著的高端支持力数据来源：奥维云网（AVC）推总数据；下沉数据来源：天猫优品、苏宁零售云7.0%13.7%15.8%72.9%72.9%80.8%22.8%21.7%28.0%76.1%77.8%78.5%21H122H123H121H122H123H1零冷水App智控线上线下2021-2023H12021-2023H1壁挂炉分功能壁挂炉分功能销额占比销额占比变化变化2021-2023H12021-2023H1线上市场线上市场壁挂炉分功能壁挂炉分功能均价均价变化变化1382267436835750011113689271718104零冷水非零冷水智能非智能21H122H123H1www.avc-8-数据来源：奥维云网（AVC）监测数据品牌热销机型品牌热销机型品牌品牌机型机型功率功率冷凝冷凝AppApp智控智控2023H12023H1额占比额占比 23H123H1均价（元）均价（元）A.O.史密斯LL1GBQ24-E1024KW3.46%15261美的LL1PBD24-R5324KW2.65%7363林内RBS-35UCA35KW2.63%20585菲斯曼L1P27-A1JE24KW1.16%11576阿诗丹顿LL1PBD24-L2414S24KW0.88%5333万家乐L1PB26-24B326KW0.71%4484万和LL1PBD24-EU24W24KW0.48%7511小松鼠SD24-B1524KW0.40%5552法罗力LL1PBD27-ROMEO 2626KW0.08%8002华帝L1P26-I1620226KW0.08%4610阿里斯顿L1PB26-CARES X PLUS 2424KW0.07%8636沃乐夫FGB-K-2828KW0.06%21374八喜L1P26-ECO6 24F CN24KW0.06%75102023H12023H1线上各品牌线上各品牌TOPTOP机型情况机型情况品牌：海尔机型：L1PB20-HJ7(T)U1销额占比：3.95%均价：4678元功能卖点：降噪，智能操控品牌：博世机型：L1P27-G5100WE 24CG销额占比：4.19%均价：7687元功能卖点：降噪，安全防冻品牌：庆东纳碧安机型：LL1GBQ23-NCB500 24LCN销额占比：0.91%均价：9933元功能卖点：全预混冷凝，1恒温品牌：威能机型：L1PB19-VUW162/5-X(H-CN)销额占比：2.41%均价：8285元功能卖点：小体积，精确控温