2023,看得见的红利与看不见的红利郭梅德奥维云网(AVC)总裁群内每日免费分享5份+最新资料300T网盘资源+40万份行业报告为您的创业、职场、商业、投资、亲子、网赚、艺术、健身、心理、个人成长……全面赋能!添加微信,备注“入群”立刻免费领取200套知识地图+最新研报收钱文案、增长黑客、产品运营、品牌企划、营销战略、办公软件、会计财务、广告设计、摄影修图、视频剪辑、直播带货、电商运营、投资理财、汽车房产、餐饮烹饪、职场经验、演讲口才、风水命理、心理思维、恋爱情趣、美妆护肤、健身瘦身、格斗搏击、漫画手绘、声乐训练、自媒体打造、效率软件工具、游戏影音……扫码先加好友,以备不时之需行业报告/思维导图/电子书/资讯情报致终身学习者社群致终身学习者社群关注公众号获取更多资料用户与消费微升级重体验熟人圈社交化02机会与红利城镇化深化家电家居融合把门店做成地标03竞争与内卷规模触顶内卷加剧流量碎片化0101竞争与内卷家电行业触顶天花板,线下走低&线上回落,从“蓝海”进入“苦海”33123666404044524345491458236266593466466481671572238167854985717657807976499064934129.8%10.7%10.2%10.2%-2.4%13.1%18.5%7.6%-5.3%12.0%-2.5%3.6%7.6%13.1%4.7%0.3%-10.7%5.5%-5.3%-7.3%-23.7%25.1%20042005200620072008200920102011201220132014201520162017201820192020202120222023YTD23M0123M022004-2008:7.0%2008-2019:6.4%2019-2022:-3.7%历年中国家电市场(不含3C)全渠道零售额规模及变化17.4%23.6%29.1%34.5%38.9%47.9%50.9%54.4%54.7%82.6%76.4%70.9%65.5%61.1%52.1%49.1%45.6%45.3%201520162017201820192020202120222023F线上零售额占比线下零售额占比历年中国家电市场分渠道零售额占比走势50.8%45.8%39.6%24.0%13.0%10.1%12.0%1.3%4.9%-2.8%-0.5%4.9%-3.3%-6.4%-23.9%-0.4%-12.2%3.6%201520162017201820192020202120222023F线上零售额同比线下零售额同比历年中国家电市场分渠道零售额同比走势数据来源:奥维云网(AVC)推总数据成熟品类结构升级+趋势品类拉动增长+网红品类稍纵即逝2022全年中国家电市场分品类规模及同比情况数据来源:奥维云网(AVC)推总数据1,123930128682651,9694982592242475651038868481853228660-12.9%-4.2%4.7%-11.0%16.2%0.4%-11.6%1.2%-11.8%-10.5%5.8%2.9%-14.9%-5.4%-19.8%-18.7%4.0%-10.4%-4.7%彩电冰箱冷柜洗衣机干衣机空调厨电集成灶电热燃热小家电洗碗机单功能微蒸烤微蒸烤复合机净...