2024年全球智能家电市场的发展及机遇.pdf

Impact and opportunityfor the global smartappliances markets全球智能家全球智能家电市场的发展及机遇Norbert HerzogGlobalStrategic Insights15/03/2024|AWE Future HomeSummitImpactandopportunities forthesmartappliancesmarkets全球智能家全球智能家电市场的的发展及机遇15/03/2024The big picture:(Smart)Home Appliances（智能）家（智能）家电市场概况Howtocreatea consumerpull如何吸引目如何吸引目标消费群AIoT future opportunitiesAIoT未来机遇未来机遇Outlook市市场前景 GfK315/03/2024Impactandopportunities forthesmartappliancesmarkets全球智能家全球智能家电市场的的发展及机遇The big picture:(Smart)Home Appliances（智能）家（智能）家电市场概况How to create a consumerpull如何吸引目标消费群AIoT future opportunitiesAIoT未来机遇Outlook市场前景The worst is nowover|Appliancesmarket shows earlysigns ofgrowth|Smart is a key persisting market driver GfK4HomeAppliances market shows earlysignsofpotentialgrowthin 2024家家电市场在2024年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%)$127 billionGlobal(ex.North America)|Small&Major Domestic Appliances49%Sales value USDgrowth rate+/-%3%-28%-15%Jan 19Feb 20Mar 21Mar 22Nov 22Dec 23Pre COVID-19Core COVID-19Restriction fade-outNormalization15/03/2024Source:GfK Market Intelligence|Sales Tracking,International Coverage(ex.North America)GfK58%3%-11%Jan 23Dec 232023“Smart&AI”20202021COVID-19 pushHomeAppliancesmarkethasseenmultiplemajorpushesofsmartappliances智能家智能家电多次推动家电市场的重要增长Resulting in every fourth dollar spent on connected appliancesGlobal(ex.North America)|Home Appliances(MDA/SDA)|Share%andgrowthrate+/-%ofsmartappliancesMarketshasmartappli1%re ofancesInitialproductlaunches4%8%Brandpush14%17%19%20%24%24%25%201620172018“Smart”15/03/2024Source:GfK Market Intelligence|Sales Tracking,International Coverage(ex.North America)GfK6Smart grows(+3%)11%3%despiteweaktotal market(-1%)Jan 23Dec 2320142015“Connectivity”Upgrading20222019Constantgrowthofsmartappliancessharesacrosstheglobe全球智能家全球智能家电份额持续增长Asia leads the innovation cycle with China on top2019u20202021u2022u2023Smart appliances|Value share%25%47%39%34%28%18%18%9%11%6%Emerging AsiaDeveloped AsiaChinaAfrica4+Door Fridge(Price$)$2,702$2,075$898Smart Appliances affordability is much higher in China due to low prices15/03/2024Source:GfK Consumer Life2023|GfK Market Intelligence|SalesTracking,Internationalcoverage(ex.North America),SalesValue USD,Value Growth%YoY|GlobalSmart Appliances Market GfK7Western EuropeEastern Europe(incl.UA)LATAMMiddle East&14%12%10%8%6%Consumersask for simplificationand convenience resonates withsmartappliancepromises消消费者对简化和便利的要求与智能家家电的承诺产生了共鸣51%“I am always lookingfor ways to simplifymy life”All time highreached in theCOVID-19 year 2020 GfK8agree15/03/2024Source:GfK Consumer Life 2023,Global9%pts from 2015Impactandopportunities forthesmartappliancesmarkets全球智能家全球智能家电市场的的发展及机遇15/03/2024The big picture:(Smart)Home Appliances（智能）家电市场概况Howtocreatea consumerpull如何吸引目如何吸引目标消费群AIoT future opportunitiesAIoT未来机遇Outlook市场前景Usecaseiskeytoenableconsumerpull|Do not expect GenZ to beyour smart purchaser today GfK12Relevantusecasesarekeytoachievemassmarketadoption用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 2023Industry pushMASSRobot VacuumTVCleanersIntruder Security69%Personal Scales57%Machines42%32%13%25%.DishwashersMini Bluetooth SpeakerAir TreatmentDecorative LuminairesWater timerEARLYADOPTERMARKETDental CareLED Lamps GfK13Smart Connect is based on App and Voice control and only includes diagnostics forMDA categories15/03/2024Source:GfK Market IntelligenceConsumer pullThermostat ControlSalesTracking,PeriodJan-Dec2023Visual CamsCHAS5%4%79%8%89%WashingMARKETCountries:EU148%26%28%Movement Detector32%Door Communication78%Relevantusecasesarekeytoachievemassmarketadoption用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 2023Industry pushDental CareLED Lamps GfK14Smart Connect is based on App and Voice control and only includesdiagnostics forMDA categoriesADOPTERMARKET15/03/2024Source:GfK Market IntelligenceMASSMARKETConsumer pullSalesTracking,PeriodJan-Dec2023Countries:EU14Air Treatment13%25%.DishwashersMini Bluetooth SpeakerDecorative LuminairesWater timerEARLY8%5%4%8%CHASThermostat ControlRobot VacuumTVCleanersIntruder SecurityVisual Cams69%Door CommunicationPersonalScalesWashing Machines32%Movement Detector+7pp42%Dishwashers+26pp57%28%32%Movement DetectorAir treatment+6ppSmart Portfolio Increase(unit%)for some categorieswhich crossed the chasm from 2019 to 202379%89%78%26%What can you already do with your Smart TV?你可以用你的智能你可以用你的智能电视做什么？15/03/2024Smart Hub:Transmittinginformation andmessages fromother connecteddevices GfK15Smartusecaseiskeytoenable consumer pull智能智能实用是吸引消费者的关键Most important product features during purchase(30.000 interviews)|Q3 202352%Energy efficiency+1pp+1ppSource:gfknewron Consumer|Countries:Belgium,Brazil,France,Germany,Great Britain,India,Italy,Japan,Netherlands,Russian Federation,Spain|Washing machines;most important product features when purchasing a15/03/2024product GfK16Smart washing machine is notcreatingpull while keydecision criteria is energyefficiency,but smart can bea differentiator9%Smart functionWashingmachineSmartusecaseiskeytoenable consumer pull智能智能实用是吸引消费者的关键Most important product features during purchase(30.000 interviews)|Q3 202352%Energy efficiencySmart washing machine is notcreatingpull while keydecision criteria is energyefficiency,but smart can bea differentiatorOnly a strongsmartusecasecreatespullRobots usecasehighlyenabledby smart functionalities pullis createdSource:gfknewron Consumer|Countries:Belgium,Brazil,France,Germany,Great Britain,India,Italy,Japan,Netherlands,Russian Federation,Spain|Washing machines;most important product features when purchasing a15/03/2024product GfK179%Smart function+0pp-8pp+1pp43%MoppingSmart function33%WashingmachineRobotVacuumCleaner+1ppThereisnotacommonsmartpurchasertargetgroup itscategoryspecific不存在普遍意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 ofsmartproducts|100%=all consumersFemaleHigh incomeWashingmachine105%139%Gen XLeading edgeconsumerMaleHigh incomeDental care112%142%MillennialLeading edgeconsumer15/03/2024Source:gfknewron Consumer|Countries:Belgium,Brazil,France,Germany,Great Britain,India,Italy,Japan,Netherlands,Russian Federation,Spain|Smart appliance purchasers-demographics GfK18159%124%195%149%The big picture:(Smart)Home Appliances（智能）家电市场概况How to create a consumerpull如何吸引目标消费群AIoT future opportunitiesAIoT未来机遇未来机遇Outlook市场前景15/03/2024 GfK19Impactandopportunities forthesmartappliancesmarkets全球智能家全球智能家电市场的的发展及机遇Map select opportunities inaheterogeneous marketMap select opportunities in a heterogeneousmarket在多在多样市场中选择发展机会Sales value share&growth|2023 vs 2019|Jan 23-Dec 23|MDA&SDAMediumpotentialPotential:mediumdependent oncategory growthLimitation:Lack ofmore smartinnovation-smartis hygiene factor750%200%150%100%50%0%High smart share Strong growthVACUUMCLEANERS Lowsmart share Strong growthDISHWASHERSESPRESSO MACHINESCOOLINGTUMBLE DRYERSCOOKINGHOODSROBOTBUILTINHOBS High smart shareLow growthWASHINGMACHINESLowsmart share Low growth100806040200HighpotentialPotential:highenablement ofecosystembenefitsLimitation:absence ofvalid use caseSalesvalueshare of smart15/03/2024Source:GfK Market IntelligenceSales Tracking:Global ex NA markets,Select categories,Jan-Dec 2023 vs Jan-Dec 2019 GfK20Map select opportunities in a heterogeneousmarket在多在多样市场中选择发展机会Sales value share&growth|2023 vs 2019|Jan 23-Dec 23|MDA&SDA750%200%150%100%50%0%High smart shareStrong growth Lowsmart share Strong growthDISHWASHERSVACUUMCLEANERSCOOKINGHOODSROBOTESPRESSO MACHINESCOOLINGBUILTINHOBSTUMBLE DRYERS High smart shareLow growthWASHINGMACHINESLowsmart share Low growth100806040200Salesvalueshare of smart15/03/2024Source:GfK Market IntelligenceSales Tracking:Global ex NA markets,Select categories,Jan-Dec 2023 vs Jan-Dec 2019 GfK21Opportunity:“Democratizing the art ofcooking and making itgratifying with the help ofsmart assistanceandAIpersonalization”Impactandopportunities forthesmartappliancesmarkets全球智能家全球智能家电市场的的发展及机遇15/03/2024The big picture:(Smart)Home Appliances（智能）家电市场概况How to create a consumerpull如何吸引目标消费群AIoT future opportunitiesAIoT未来机遇Outlook市市场前景SmartAppliances to play a pivotalrole in driving innovation andgrowth in 2024 and beyond GfK2315%Global(ex.NorthAmerica)|SmartSmallandMajor DomesticAppliances29%GlobalSmartAppliancesOutlook全球智能家全球智能家电市场展望Otimism for growth for 2024 as market stabilizes into positive dynamicsSmart Small Domestic(+5%)(+5%)11%5%-4%201920202021202220232024F15/03/2024Source:GfK Market Intelligence and total market estimation incl.North America,based on USD|Forecasting date:February 20,2024,assuming stable USD exchange rate GfK25SalesvalueUSDgrowth rate+/-%3%15%Smart Major85%Domestic AppliancesAppliancesThankyou谢谢！