TCL小家电市场零售监测研究报告

电饭煲市场零售监测研究报告报告人：谭小平2010年10月目录品牌竞争1stpart价格变化趋势2ndpart产品结构3ndpart新产品上市商场覆盖率4thpart5thpart主要内容品牌竞争1stpart品牌竞争—市场增长趋势本年累计(台)比上年+-%本年累计(千元)比上年+-%电脑型电饭煲539,07130.54%269,18228.95%普通型电饭煲2,086,99416.45%336,28822.48%电饭锅662,480-2.06%97,8953.23%合计3,288,54514.19%703,36521.74%◆电脑型电饭煲市场增长迅速,销量增幅超过30%;◆本年累计销量增长为14.19%,金额增长为21.74%.品牌竞争—市场增长趋势◆电饭煲销量前十的企业中,半球、尚朋堂市场下滑比较严重，超过30%；◆竞争品牌值得关注的是奔腾及格兰仕，本年累计销量增幅均超过30%。品牌本月累计(台)比上年+-%本年累计(千元)比上年+-%1美的1,304,00423.87%295,18331.22%2苏泊尔440,80931.95%106,03629.82%3奔腾283,55538.06%47,21958.08%4三角229,205-2.19%28,499-4.76%5格兰仕164,72865.07%30,19155.18%6半球124,006-37.07%9,394-33.75%7松下61,3959.64%48,35024.80%8尚朋堂41,336-40.50%9,539-41.72%9富士宝33,3222724.32%7,1022757.10%10格力41,273-0.44%7,2153.52%品牌竞争—销售渠道增长趋势◆电饭煲销量前十的企业渠道统计数字显示,家电专卖店是电饭煲销售的-最主要的渠道。百货商场家电专卖店超级市场全部品牌11.59%59.12%29.29%美的3.27%25.34%13.36%苏泊尔1.49%10.00%3.59%奔腾0.27%3.09%3.36%三角0.36%1.54%2.16%格兰仕0.38%2.98%0.93%半球0.11%0.33%0.90%松下1.73%4.42%0.73%尚朋堂0.09%1.13%0.14%富士宝0.05%0.86%0.10%格力0.18%0.49%0.35%TCL0.02%0.05%0.15%品牌竞争—5个重点省主要品牌的市场份额◆美的、苏泊尔在5个重点省的销售占有较大的品牌优势。品牌本年累计零售额份额全国江苏省山东省湖南省广东省四川省1美的41.97%37.63%33.68%36.10%47.38%42.19%2苏泊尔15.08%20.01%20.27%12.01%5.16%28.60%3奔腾6.71%6.89%5.01%1.39%8.36%3.12%4三角4.05%7.25%8.55%2.88%1.95%0.52%5格兰仕4.29%3.44%4.76%6.24%2.85%6.99%6半球1.34%0.37%0.62%8.58%0.55%5.58%7松下6.87%5.43%5.35%0.39%11.13%2.27%8尚朋堂1.36%2.38%0.76%0.00%1.17%0.65%9富士宝1.01%1.10%2.03%0.07%0.59%0.74%10格力1.03%0.45%0.97%5.56%1.37%0.61%34TCL0.21%0.22%0.20%0.00%0.40%0.01%品牌竞争—8个重点城市主要品牌的市场份额◆美的、苏泊尔在8个重点城市的销售占有较大的品牌优势。说明：数据表中只有20个重点城市中的8个城市的数据。品牌本年累计零售额份额全国保定长春哈尔滨青岛郑州成都昆明重庆1美的41.97%32.72%31.37%37.57%32.74%29.40%40.19%53.59%44.48%2苏泊尔15.08%19.80%19.27%9.11%11.73%17.91%26.15%19.66%23.65%3奔腾6.71%4.62%5.44%3.19%5.04%9.63%3.66%7.07%5.06%4三角4.05%16.48%2.44%10.76%16.70%3.61%0.47%0.37%0.12%5格兰仕4.29%4.99%2.00%1.86%4.16%3.37%8.75%4.36%5.25%6半球1.34%5.65%0.16%1.01%0.71%2.93%7.02%2.24%2.09%7松下6.87%0.13%10.68%12.75%7.96%0.03%3.22%0.69%1.56%8尚朋堂1.36%0.18%1.13%0.77%0.80%0.58%2.27%9富士宝1.01%5.40%0.07%0.30%1.79%3.23%0.37%0.75%3.79%10格力1.03%0.24%0.14%1.26%0.02%0.61%3.36%34TCL0.21%0.39%0.23%0.11%0.01%0.24%0.02%品牌竞争—主要品牌销售趋势◆美的单月销售金额超过2千万元，旺季销售单月超过6千万元；苏泊尔单月销售金额约1千万元。2009年8月-2010年8月主要品牌销售金额趋势图010,00020,00030,00040,00050,00060,00070,000Aug-2009Sep-2009Oct-2009Nov-2009Dec-2009Jan-2010Feb-2010Mar-2010Apr-2010May-2010Jun-2010Jul-2010Aug-2010美的苏泊尔奔腾三角格兰仕半球松下尚朋堂富士宝格力TCL单位：千元品牌竞争—各产品类型市场份额变化趋势◆按销售金额计算，美的、苏泊尔、松下电脑型电饭煲每月市场份额超过10%。2009年8月-2010年8月电脑型电饭煲市场份额变化趋势图0.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%Aug-09Sep-09Oct-09Nov-09Dec-09Jan-10Feb-10Mar-10Apr-10May-10Jun-10Jul-10Aug-10美的奔腾苏泊尔松下格兰仕东芝飞利浦三洋格力尚朋堂TCL品牌竞争—各产品类型市场份额变化趋势◆按销售金额计算，美的、苏泊尔普通型电饭煲每月市场份额超过10%，奔腾接近10%。2009年8月-2010年8月普通型电饭煲市场份额变化趋势图0.00%10.00%20.00%30.00%40.00%50.00%60.00%Aug-09Sep-09Oct-09Nov-09Dec-09Jan-10Feb-10Mar-10Apr-10May-10Jun-10Jul-10Aug-10美的苏泊尔奔腾格兰仕半球格力三角洛贝浩特富士宝品牌竞争—各产品类型市场份额变化趋势◆按销售金额计算，三角、美的电饭锅每月市场份额超过20%。2009年8月-2010年8月电饭锅市场份额变化趋势图0.00%5.00%10.00%15.00%20.00%25.00%30.00%Aug-09Sep-09Oct-09Nov-09Dec-09Jan-10Feb-10Mar-10Apr-10May-10Jun-10Jul-10Aug-10三角美的苏泊尔半球万宝双喜富士宝威王尚朋堂爱德电饭煲市场产品结构2stpart产品结构—产品价位段分析◆从零售量份额看，主要销售价格区间在110-200元；◆从零售额份额看，主要销售价格区间在110-200元及440元以上；◆电脑型价位段在400-700元/台、普通型价位段内在150-230元/台、电饭锅价位段在90-180元/台。本年累计零售量（台）零售额（千元）平均单价（元/台）零售量份额零售额份额80-272,92717,382648.30%2.47%110-716,83769,6479721.80%9.90%140-480,10460,72512614.60%8.63%170-360,13556,16215610.95%7.98%200-365,92568,83918811.13%9.79%260-260,18159,9372307.91%8.52%320-314,91391,5992919.58%13.02%380-150,68152,6203494.58%7.48%440-95,81138,7844052.91%5.51%440+271,031187,6706928.24%26.68%合计3,288,545703,365214100.00%100.00%产品结构—分容积段零售额份额变化趋势◆4-4.9升容积段的电饭煲最畅销；其次是3.0-3.9升及6.0升以上的电饭煲。2009年8月-2010年8月电饭煲分容积段零售额份额变化趋势图0.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%Aug-09Sep-09Oct-09Nov-09Dec-09Jan-10Feb-10Mar-10Apr-10May-10Jun-10Jul-10Aug-102.0升以下2.0-2.9升3.0-3.9升4.0-4.9升5.0-5.9升6.0升及以上产品结构—主要品牌分产品类型销售金额份额分析◆普通型电饭煲在销售金额中占较大比重。本年累计分产品类型电脑型电饭煲普通型电饭煲电饭锅美的37.32%55.10%7.58%苏泊尔31.29%58.41%10.30%奔腾41.10%58.11%0.78%三角2.87%15.28%81.85%格兰仕46.93%53.02%0.05%半球54.56%45.44%松下93.54%6.46%尚朋堂19.90%36.03%44.07%富士宝0.03%43.68%56.29%格力27.87%70.59%1.54%TCL8.92%83.63%7.46%◆4.0-4.9升容积段的电饭煲最畅销。本年累计分容积段2.0升以下2.0-2.9升3.0-3.9升4.0-4.9升5.0-5.9升6.0升及以上美的3.60%0.62%26.72%41.75%25.30%2.01%苏泊尔4.52%23.15%43.14%28.28%0.91%奔腾0.00%42.02%46.13%11.86%三角2.41%6.31%23.09%26.07%14.40%27.73%格兰仕1.12%39.70%38.68%20.47%0.02%半球13.93%3.11%48.18%14.16%7.58%13.03%松下2.37%15.52%41.55%40.55%尚朋堂1.04%2.05%15.79%18.91%26.93%35.28%富士宝0.08%19.11%24.95%20.01%35.85%格力3.51%27.60%41.78%26.29%0.82%TCL0.35%34.83%41.21%21.23%2.37%产品结构—主要品牌分容积段销售金额份额分析◆主要品牌价格段主要集中在260-320元/台以及440元/台以上。本年累计分价格段80-110-140-170-200-260-320-380-440-440+美的0.04%9.63%9.36%8.70%10.01%7.00%15.27%8.20%5.80%25.98%苏泊尔0.07%2.20%8.42%8.39%10.94%15.08%19.08%13.70%8.39%13.71%奔腾0.94%20.02%8.68%9.03%23.78%10.69%17.28%2.69%2.41%4.49%三角16.51%21.91%15.55%10.62%7.30%9.19%6.21%5.20%3.76%3.75%格兰仕1.19%18.89%9.14%8.68%7.65%10.17%13.41%9.18%8.74%12.95%半球54.96%18.98%10.05%4.90%1.84%3.51%2.62%0.49%1.32%1.32%松下0.00%0.00%0.02%0.21%1.90%2.75%0.35%0.92%93.